Tag Archive | "Launch"

New Launch Evolves the Dropbox Experience To a Living Team Workspace, Says CEO

“We’ve launched the biggest change we’ve ever made to our product, an all-new desktop app,: says Dropbox CEO Drew Houston. “It evolves the Dropbox experience from a folder full of files to a living team workspace. You can have not just files but any kind of cloud content. We saw so many of our customers, and frankly ourselves, struggling. There are all these new apps and they’re great but how do you stitch them all together? We see a big opportunity to make that a much more seamless experience.”

Drew Houston, CEO of Dropbox, discusses extensive new feature added to the Dropbox product from just a folder full of files to a living team workspace in an interview on Bloomberg Technology:

Evolves the Dropbox Experience To a Living Team Workspace

We’ve launched the biggest change we’ve ever made to our product, an all-new desktop app. It evolves the Dropbox experience from a folder full of files to a living team workspace. You can have not just files but any kind of cloud content. So G Suite, things like Google Docs, Sheets,  and Slides, really anything that you’re using. It also includes integrations with tools like Slack and Zoom. From within Dropbox, you can send people messages, you can start meetings, you can send things out for signature, or see your calendar. It’s a much more integrated workspace.

We saw so many of our customers, and frankly ourselves, struggling. There are all these new apps and they’re great but how do you stitch them all together? We see a big opportunity to make that a much more seamless experience. We’re really excited about it and can’t wait to get it out there.

The New Dropbox Experience Integrates Your Workspace

New Dropbox Organizes and Simplifies Your Working Life

Most, if not all companies, are going to have integrations. The opportunity we saw is to organize it, to really bring it into a well-designed coherent experience, and different from some of the messaging tools. What Dropbox allows you to do is within a native app you can have all your content in one place work across all these different ecosystems. Instead of the interface of just being a list of messages, you can see here’s what you’re working on. Here are our projects and here are the most important pieces of content. We think from a design standpoint it’s a pretty different approach.

What we’re seeing is that users want choice. They are using all kinds of different apps for communication, for content, for coordination. What’s missing is a way to stitch it all together. That’s the role that we think we can play. It’s very similar to the role we played in the beginning with helping you get to your stuff from all these different platforms and operating systems. Now we’re thinking about how do we organize and simplify your working life and help stitch together all these different things.

Second, I’d say a lot of what we’re doing is complimentary. You’re not going to stop using Slack or stop using these other tools. In fact, we’re making it easier for you to get to them. We find that a lot of our customers love using these different tools but they need a more integrated experience. Not having that means you’re always switching back and forth and there’s a lot of friction.

New Launch Evolves the Dropbox Experience To a Living Team Workspace, Says CEO Drew Houston

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A 3-Step Blueprint for a Brilliant Blog Launch

Launching a brand-new blog is exciting. But it can also be awfully lonely for up to a year as you…

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What It Takes to Launch the Next Great Blog, Podcast, or Video Channel

This week, we had some resources for any new, ambitious content-based project you want to get off the ground. (Or…

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Tien Chiu: How This Ex-Google Employee Gave It All Up To Build An Online Business Teaching The Craft Of Color Weaving (And The Story Behind Her First $25,000 Product Launch)

[ Download MP3 | Transcript Coming Soon | iTunes | Soundcloud | Stitcher | Spotify | Raw RSS ] I’m so excited to publish this interview because it shares a success story of one of the most recent people to go through Blog Mastermind 2.0 (this is a 2019 case study!). Tien Chiu has a background as […]

The post Tien Chiu: How This Ex-Google Employee Gave It All Up To Build An Online Business Teaching The Craft Of Color Weaving (And The Story Behind Her First $ 25,000 Product Launch) appeared first on Yaro.Blog.

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7 Steps To Launch A Home-Based Business Selling Services Online

Welcome to a complete overview of the steps to launch what I call a Services Arbitrage business. If you’re not sure what this is and you’ve never heard the story behind how I launched an online editing company, make sure you read Part 1 and 2 first. Here are the links: How To Start An […]

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Nokia CEO: 5G Will Launch in 2019 Starting in the US

Nokia CEO Rajeev Suri says that the company will start to launch 5G in 2019 and 2020 starting with the United States followed by Japan, South Korea, and China. He says that the rollouts have already begun with actual 5G launches next year.

Rajeev Suri, President, and CEO of Nokia discussed the company’s 5G rollout on CNBC:

5G Will Start to Launch in 2019 and 2020

It is starting to really move. We expect that 5G will start to launch in 2019 and 2020. We are starting here in the US which is the first market, Japan, South Korea, and China will come next during 2019. The rollouts have already begun with 5G and the launches next year.

We are a leader in the networks business and we acquired Alcatel-Lucent back in 2016. The first phase of the merger was all about elimination of duplication. Now we are in the second phase which is about optimizing the new company for lean as we get into 5G. There is some duplication, so we will cut legacy R&D, we will cut some real estate, overhead, and some areas in IT. So it’s still a little bit of duplication, elimination, and then optimization.

We’ve Got Mitigation Plans Around Tariffs

We have a global supply chain and we’ve got mitigation plans around what happens with the tariffs. Having said that, I don’t think we are seeing an issue on the demand side. We do see some issue on the cost side, but it’s not meaningful for us, not meaningful this year. It’s going to be a little bit of headwind next year but we know how to get through it.

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What Does It Take To Launch And Sustain A Profitable Membership Site?

 [ Download MP3 | Transcript | iTunes | Soundcloud | Raw RSS ] In this solo podcast, I dive into all the various experiences I have had selling membership and subscription-based products online, including insights I have gained from interviews and coaching other successful membership site owners. My first ever product, although it was […]

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Brex Raises $57 Million to Launch New Credit Card for Startups

American fintech company Brex has just launched a new corporate credit card designed specifically to assist startups.

The news of this unique credit card also comes on the heels of Brex’s recently concluded Series B funding round. The company was able to raise $ 57 million courtesy of investors like PayPal co-founders Max Levchin and Peter Thiel, Facebook’s Yuri Milner, VC Ribbit Capital, and the Y Combinator Continuity.

Brex is the brainchild of young engineers cum entrepreneurs Henrique Dubugras and Pedro Franchesci. The two are known for founding Pagar.me, a Brazilian payments processor, when they were still in their teens.

Brex wants to rebuild B2B financial products, and one key step to doing that is to start with a corporate credit card service. The company provides tech startups and various companies with instant approval of credit cards. What’s more, these have higher than expected credit limits and users don’t require any kind of personal guarantees.

The San Francisco-based company basically underwrites businesses and foregoes credit history in lieu of factors like its investors and the equity the company holds, its cash balance and spending habits. Brex offers the first five cards of the startup free of charge. Any additional cards after that will cost $ 5 monthly.

Brex credit cards offer several distinct features, like the capacity to capture receipts using your smart device and matching them to the card holder’s credit statement. The card can also be integrated with accounting software like Expensify, NetSuite, and QuickBooks.

Dubugras and Franchesci reportedly spent the previous year talking with customers about developing a product that could successfully navigate the regulatory and financial challenges that usually prevent early-stage startups from getting credit card approval.

According to Brex CEO Dubugras, “startups that have raised millions and are poised for hyper-growth can’t get slowed down hassling with banks requiring personal guarantees and offering meager credit limits.”

Unfortunately, traditional credit models look at how much a company can pay back annually based on revenue. This practice automatically disqualifies startups. But Brex has gotten around that problem by focusing on the cash that the investors have given the startup.

[Featured image via Pixabay]

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The Pro Marketer’s Product Launch Checklist for 2018 – Whiteboard Friday

Posted by randfish

What goes into a truly exceptional product launch? To give your new product a feature the best chance at success, it’s important to wrangle all the many moving pieces involved in pulling off a seamless marketing launch. From listing audience members and influencers to having the right success metrics to having a rollback plan, Rand shares his best advice in the form of an actionable checklist in this Whiteboard Friday. And make sure to check out the last item — it may be the best one to start with!

The Pro Marketer's Product Launch Checklist 2018

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we are chatting about crafting a professional marketer’s product launch checklist for 2018.

So many of you are undoubtedly in the business of doing things around SEO and around web marketing, around content marketing, around social media marketing in service of a product that you are launching or a feature that you are launching or multiple products. I think it pays for us to examine what goes into a very successful product launch.

Of course, I’ve been a part of many of these at Moz, as part of many of the startups and other companies that I advise, and there are some shared characteristics, particularly from the marketing perspective. I won’t focus on the product and engineering perspectives. We’ll talk about marketing product launches today.

☑ A defined audience, accompanied by a list of 10–100 real, individual people in the target group

So to start with, very first, top of our list, a defined audience. That can be a demographic or a psychographic set of characteristics that define your audience or a topic, a niche, a job title or job function type of characteristics that comprise the profile of who’s in your group. That should be accompanied by a list of 10 to 100 real people.

I know that many marketers out there love using personas, and I think it’s fine to use personas to help define this audience. But I’m going to urge you strongly to have that real list. Those could be:

  • Customers that you know you’re targeting,
  • People who have bought from you in the past and you’re hoping will buy again,
  • People who maybe you’ve lost and are hoping to recapture, maybe they use a competitor’s product today or they’re notable in some way.

As long as they fit your characteristics, I want you to have that list of those real people.

The problem with personas is you can’t talk to them. You can’t ask them real questions, or you can, but only in your own mind and your imagination fills in the details. These are real people that you can talk to, email, ask questions, show the product to, show the launch plan to and get real feedback. They should have shared characteristics. They should have an affinity for the product that you’re building or launching, hopefully, and they should share the problem.

Whatever the problem, almost every product, in fact, hopefully every product is actually trying to solve a problem better than the thing that came before it or the many things that came before it. Your audience should share whatever that problem is that you’re trying to solve.

☑ List of 25–500 influential people in the space, + contact info and an outreach plan

Okay. We’ll give this a nice check mark. Next, list of influential people in the space. That could be 25 to even hundreds or thousands of people potentially, plus their contact information and an outreach plan. That outreach plan should include why each target is going to care about the problem, about the solution, and why they’re going to share. Why will they amplify?

This is in answer to the question: Who will help amplify this and why? If you don’t have a great answer to that, your product launch will almost certainly fall flat from a marketing perspective. If you can build a successful one of these, that list, especially if before you even launch, you know that 20 of these 500 people have said, “Yes, I’m going to amplify. Here’s why I care about this. I can’t wait until you give me permission to share it or release this thing or send me the version of it.” That’s an awesome, awesome step.

☑ List of influential publications and media that influencers and target audience members consume

Next, similarly, just like we have a list of influential people, we want a list of influential publications and media that many influencers and many of your target audience members read, watch, subscribe to, listen to, follow, etc. So it’s basically these two groups should be paying attention to the media, to the publications that we’re trying to list out here. Essentially, that could be events that these people go to. It could be podcasts they listen to. It could be shows they watch, blogs or email newsletters they subscribe to. It could be traditional media, magazines, radio, YouTube channel. Whatever those publications are, all of them are the ones we’re trying to build a list of here.

That is going to be part of our outreach target. We might have these influential people, and some of these could overlap. Some of these influential people may work for or at these influential publications and that’s fine. I just worry that too much influencer marketing is focused on individuals and not on publications when, in fact, both are critical to a product launch success.

☑ Metrics for success

Metrics, yes, marketers need metrics for success. Those should be in three buckets — exposure and branding, which include things like press and mentions and social engagement, maybe a survey comparison of before and after. We ran an anonymous survey to a group of our target audience before and after and we measured brand awareness differential. Traffic, so links, rankings, visits, time on site, etc., and conversions. That could be measured through last touch or through preferably full-funnel attribution.

☑ Promotional schedule with work items by team member and rollback plan

A promotion schedule. So this means we actually know what we’re doing and in what order as the launch rolls out. That could be before launch we’re doing a bunch of things around private beta or around sharing with some of these influential people and publications. Or we haven’t defined the audience yet. We need to do that. We have that schedule and work items by each team member, and we’re going to need a rollback plan. So if at any point along the way, the person who owns the product process says, “This is not good enough,” or, “We have a fundamental error,” or, “The flamethrower we’re building shoots ice instead of fire,” we should probably either rename and rebrand it or roll it back. We have that structure set up.

☑ FAQ from the beta/test period, from both potential customers and influencers

Next, frequently asked questions. This is where a beta or test period and test users come in super handy, because they will have asked us a bunch of questions. They’ll have asked as they’re playing with or observing or using the product. We should be able to take all of those questions from both potential customers and from influencers, and we should have those answers set up for our customer service and help teams and for people who are interfacing with the press and with influencers in case they reach out.

In an ideal world, we would also publish these online. We would have a place where we could reference them. They’re already published. This is particularly handy when press and influencers cover a launch and they link to a, “Oh, here’s how the ice thrower,” I’m assuming, “that we’re building is meant to work, and here’s at what temperatures it’s safe to operate,” etc.

☑ Media assets & content for press/influencer use

Next up, media assets and content for those press and publications and influencer use. For example:

  • Videos of people using the product and playing with it
  • Screencasts, screenshots if it’s a digital or software product
  • Photos
  • Demo-able versions if you want to give people login access to something special
  • Guidelines for press usage and citations, as well as things like logo and style guide

All of those types of things. Trust me, if your product launch goes well, people will ask you for this, or they will just use things that they steal from your site. You would much prefer to be able to control these assets and to control where the links and citations point, especially from an SEO perspective.

☑ Paid promotion triggers, metrics to watch, and KPIs

Next up, penultimate on our checklist, paid promotion triggers. So most of the time, when you’re doing a product launch, there will also be some component that is non-organic, i.e., paid such as paid content. It could be pay-per-click ads. It could be Facebook advertising. It could be web advertising. It could be retargeting and remarketing. It could be broadcast advertising. All of those kinds of things.

You will want with each of those triggers, triggers that essentially say, “Okay, we’ve reached the point where we are now ready. We executed along our schedule, so we are now ready to turn on the paid promotion, and channel X is going to be the start of that, then channel Y and then channel Z.”

Then we should have KPIs, key performance indicators, that tell us whether we’re going to grow or shrink that spend, something like this. So we know, hey, the product launch is going this well, so we’re going to keep our current level investment. But if we tick up over here, we’re going to invest more. If we get to here, we’re going to max out our spend. We know that our maximum spend is X. Versus it goes the other way and over here, we’re going to cut. We’re going to cut all spend if we fall below metric Z.

☑ A great set of answers and 100% alignment on the following statement:

Last but not least on our checklist, this should exist even prior to a product design process. In fact, if you’re doing this at the end of a product launch checklist, the rest of this is not going to go so well. But if you start product design with this in mind and then maintain it all the way through launch, through messaging, through all the marketing that you do, you’re going to be in good shape. That is a great set of answers and 100% alignment, meaning everyone on the team, who’s working on this, agrees that this is how we’re going to position this on this statement.

Before the product we’re launching existed, our target audience, the group of people up here, was underserved in these ways or by previous solutions or because of these problems. But now, thanks to the thing that we’ve done, the thing that we’ve created and what is extraordinary about this product, these problems or this problem is solved.

If you design in this fashion and then you roll out in this fashion, you get this wonderful alignment and connection between how you’re branding and marketing the product and how the product was conceived and built. The problem and its solution become clear throughout. That tends to do very, very well for product building and product launching.

All right, everyone, if you have additions to this checklist, I hope you leave them in the comments below. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Alphabet Takes Aim at Cybercrime with its Launch of ‘Chronicle’

As internet users are becoming more aware of online threats, cybersecurity is becoming a serious challenge for internet firms as they scramble for ways to dampen their users’ fears over online vulnerability. To take advantage of this need for more secure online systems, Alphabet, Google’s parent firm, has put up a new independent company with the goal of providing cybersecurity solutions to big businesses.

Alphabet’s new cybersecurity firm is called Chronicle, which will offer state-of-art technology to boost companies’ online security. In particular, the firm will be using machine learning technology to help firms in the detection, tracking and blocking cybersecurity attacks.

In a post, Chronicle CEO Stephen Gillett explains that it is the new company’s goal to help businesses address potential blind spots in their online security with its mix of technologies. He believes that Chronicle will give businesses the upper hand against cybercrime:

“Add in some machine learning and better search capabilities, and we think we’ll be able to help organizations see their full security picture in much higher fidelity than they currently can. We hope that by making this mix of technologies available to more companies at affordable prices, we can give ‘the good guys’ an advantage and help us all turn the tide against cybercrime.”

According to Gillett, Chronicle is in a unique position to help the security issues of other companies. First, the company will be running on “fast, powerful, highly-scalable infrastructure” giving it enormous processing power. This means that retrieval and analysis of a large amount of data can be done in mere minutes rather than days, a useful capability in detecting and blocking cyberattacks.

Another advantage Chronicle has is in storage. Due to its infrastructure advantage, Gillett promised that the firm can provide a massive amount of storage to companies that need it at a lower cost.

Gillett is confident that Chronicle can adequately meet any cybersecurity threat proactively. In his post, he wrote that “None of us have to settle for cybercrime being a fact of life, or for a reactive, expensive existence of cleanup and damage control.”

[Featured image via Pixabay]

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