Early Marketing at Dropbox (2010) - Deepstash
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1st Marketing plan: Paid search

1st Marketing plan: Paid search

Plan

  • Big launch at TechCrunch50
  • Hire marketing specialists
  • Buy AdWords and optimize landing pages
  • Set up affiliate marketing programs

Results

  • Economic failure. They were acquiring users for $233-$388 and selling them a $99 product.
  • This strategy failed because people weren't actively looking for what they were building. Search is a way to harvest demand, not create it.

3

92 reads

2nd Marketing plan: Word-of-mouth

2nd Marketing plan: Word-of-mouth

Plan

  • Give users better tools to spread the love & Encourage sharing
  • Referral program where both parties get benefits (Inspired by PayPal $5 signup bonus)
  • Surveys, split tests, landing page/signup flow optimizations
  • Big investment in analytics

Results

  • 35% of daily singups from referral program
  • 20% of daily signups from shared folders
  • 15% month-over-month growth

3

50 reads

Takeaways

  • Understand how your product fits into your user's life
  • Know where your target audience hangs out and speak to them in an authentic way
  • Put something in users hands and get real feedback ASAP
  • Keep the main thing the main thing. Always focus on improving the product

4

62 reads

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ocp

Building the future @Deepstash Check my alt account @ocpodariu for tech ideas

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