![]() ![]() What that means is that their biggest focus was not acquiring users, but rather keeping them. They like to name this strategy “flipping the funnel upside down”. Knowing the nature of their product, Calendly focused their efforts on giving their existing users the best experience. Calendly’s #1 Marketing Strategy: The Upside Down Funnel ![]() Add this to the inherent virality of the product and you get an infinite pool of users. It is a hybrid product, in the sense that it serves B2B and B2C users alike. Using Calendly dictates sharing “” links with outside parties, which automatically introduces them to the product without any advertisement or marketing costs for Calendly. With these problems solved, the next challenge for Calendly was to get their product out there.Īnd given the nature of the SaaS, that was not the biggest challenge Calendly faced. seamless UX and elimination of time zone related issues)Ģ- Simplify design functionally and aestheticallyģ- Maximize integrations and facilitate their use Having studied competition before launching the product, Calendly had to focus on three elements to stand out:ġ- Reduce the steps it takes to schedule a meeting using the tool (i.e. How Calendly Attracted Their First 1000 Customers (2013) Calendly’s Top 3 Success Elements Six months and $200K later, Awotona launched Calendly’s MVP (Minimum Viable Product) in 2013, and he never looked back since. There he started working with Railsware-a software development company-and sowed the seeds of a $60 million SaaS Calendly. This has led him to a six-month journey of research for a product that would solve his problem.Ĭoming out empty-handed from his research, Tope spent six months analyzing the strengths and weaknesses of existing scheduling automation tools and ended up getting a flight ticket to Kyiv, Ukraine. ![]() Working full-time in sales, Awotona has grown frustrated with the long email exchanges leading to setting up calls with prospects. The experiences helped Awotona kick-start a 7-year career in enterprise software sales, working for the likes of IBM and Dell EMC, all while dabbling through building three start-ups: a dating website, projector e-commerce store, and a platform for selling home equipment-though none of which have generated any profits. His experiences ranged from cold calling for donations at a non-profit call center to selling alarm systems door-to-door for ADT. The company was launched in 2013 by Nigerian-born CEO Tope Awotona, and has since then seen continuous growth in annual revenue.Īwotona has started out his work life doing jobs in sales during college. Source: –51Īs of 2020, Calendly is serving over 5 million active monthly users (up from ~4 million in 2019). If you do any type of online communication, chances are you’ve had a Calendly link thrown in at you at some point.Ĭalendly is the fastest-growing company in the scheduling automation niche, and they hold 12.13% of the market share in the space (up from 8.35% in 2019). ![]()
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