Kraken.io - Marketing of an Image Optimizer SaaS
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.com How to Market a SaaS That No User Sees? Marketing Teardown of Kraken.io
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Kraken.io is a SaaS Startup from Berlin. Their software compresses images at a high rate, without visible loss of quality. This marketing teardown analyses how an they market this image optimizer SaaS and what can be done additionally. See the video to this presentation on http://TillCarlos.com/krakenio
Transcript of Kraken.io - Marketing of an Image Optimizer SaaS
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Disclaimer“This analysis is based on observation only. I am not affiliated with Kraken.io in any way.
I don’t get money from these links.”
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About
Kraken is a robust, ultra-fast image optimizer. Thanks to its vast array of optimization algorithms Kraken is a world ahead of other tools.
Launched in May 2012Prepared since August 2011 (Twitter: Joined August 2011)
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Business Model Advantages
● SaaS, recurring revenue● API - once Kraken is used in another software, it’s unlikely to
get removed from the service● Reseller aspect. Taking marketing efforts away from the
SaaS company.
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Personal Brands
www.matylla.pl
Old guest blog posts refer to old
employments Untouched potential: Matylla could use his personal brand to tell the story of
Kraken.io. 4 blog posts would be enough
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Podcast Interviews?
Podcast interviews, especially for Internet
Marketers would help to spread the word
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Tech Press & Reviews
“Another primary issue with Kraken is the lack of ability to change quality settings. This is especially a problem with lossy compression, where the quality of the image is degraded.” Andrew Munsell (in a review on Jan 13, 2014)
“In case that isn’t enough awesomeness, Kraken also have browser add-ons for both Mozilla Firefox and Google Chrome browsers so you can optimise your images quicker than ever before!
Jay Downing, 2012
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How to Market a SaaS...
...that is - once installed - never showing the benefit?
...that optimizes without clear monetary value add?
...that no user sees?(User = Client of the web designer or the web designer only using the wordpress plugin)
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Questions to Ask
How big is the CLV? Who is the Customer Avatar? Who is the ideal partner for Joint Ventures?What would be good marketing channels?How can the Authority of Kraken.io be built easily?
⇒ How can more subscriptions be sold?(since every additional user does not cost anything apart support + server)
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The Revenue Formula
Revenue = Traffic x Conversion x CLV
By Jay Abraham. See this explanation by Jim Conley
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Target Customer
Wordpress users who need to get the job doneProgrammers who want to save time to develop their own image processingSoftware companies with high loads of images (save money on traffic and improve site speed for SEO)⇒ Where can they be found?
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Getting Interviewed on Podcasts
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Talks and Workshops
● Giving talks (e.g. Berlin)● Handing out slides and
workshop material →● Give free premium accounts for
everyone giving a workshop on that topic Ruby Authorities like Sebastian
Korfmann would feature Kraken.io in workshops.
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Content Marketing
Publish white papers about the usage of images:● How is the size usually? ● What if Kraken.io would not have compressed them?● How does Google honor images in terms of site speed?
Assumption: people who are interested in that would also use WP + Kraken
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Guest BloggingTarget these blogs:● wordpress programming● internet marketing● design / photography
Give out premium features in return for a link / badge “optimized images by Kraken.io”
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Guerilla Method AlgorithmGo for aggressive outbound (automated)1. Build a list of wordpress blogs2. Parse each for images3. Check compression of images and the possible gain with Kraken.io4. Make a result PDF and the benefits resulting from the gain.5. Pitch the owner with a free Kraken.io trial of 30 days, free plugin
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Competition
How can Kraken.io position themself as much better than using existing free software packages? (e.g. Ruby on Rails gems like Paperclip)
→ Publish a report on the development and change cost of using an own method.
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Freemium WP Plugin
Assumption: the power of Kraken.io is its Wordpress plugin. It would sell better with a trial period.→ This needs a test1. Make the plugin freely available for 1 day, limit the use to 5 pictures per day2. Spread it through JV / Affiliates / PPC3. Measure the free and paid adoption in the course of 1 month
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Building Authority
● Document the crunching process and let tech writers use it. Avoid posts like this →
● Address objections and turn it into case studies →
⇒ Be out there and comment on these blogs!
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Joint-Ventures
Reseller Accounts: How well are they performing?
Reseller accounts are automated through the API. Little effort for the support.
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In 1 day Kraken crunches more than 100k pictures. Given the average platform does 100 pictures / day, that’s around 1,000 customers. That can be a 6 figure yearly income.
Performance Estimation
Monday, May 5th 2014
Tuesday, May 6th 2014
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Performance
Kraken is a powerful SaaS that solves one problem well.Its marketing effort is rather passive.
Depending on the future growth goals, no additional marketing is needed (assuming that the customer churn rate is low).
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Contact Kraken.io
Email [email protected] their free online tool!Tweet to @matylla and @karim79
Limited functions are forever free. How cool is
that!
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What about Your SaaS?
I can make a Reachout Analysis for your SaaS. What is your URL? Send it to me: [email protected]
Do you want to build your own SaaS business? In my mastermind we build it up - step by step, with small groups for your success. Apply now: http://TillCarlos.com/mastermind
