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.
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