Sally is a 33 year-old American with a CS degree from MIT. She started SallyApp.com 2 years ago, A SAAS App built on Stripe. SallyApp has 5 FTE including Sally and currently makes $20K MRR. She has been bootstrapping the company with some consulting revenue and angel money from friends and family.
In addition to Stripe, SallyApp uses Gmail for mail, Customer.io, runs on Heroku, Mixpanel. She’s thinking about integrating with Segment.io. She also wants to setup a CRM system but hasn’t had the staff time to do it.
She reads Kevin’s blog. That’s it - nothing else.
- Hit her revenue goals to raise a Series A round
- Get the benefits of engaging customers like when she started, without wasting too much time on tirekickers
- Convert and retain customers by convincing them to do a few key steps that make them realize the value of SallyApp and adapt it to their workflow
- SallyApp has been growing slower than Sally needs to hit her revenue goals for raising a Series A round.
- No time to engage customers like before
- Customers don’t convert and churn off because they don’t understand how it fits into their workflow
- Sally wants to get SallyApp growing again by improving her MRR. She knows she needs to delegate work to staff to do it but doesn’t know what to tell them.
- Feels uncertain and doesn’t know what’s going on, even if she’s looking at Streak wondering ... what's happening with Frederico?
Things she’s tried
- She’s working on the UX/UI issues but trying to figure out what is wrong by looking at Mixpanel or other data sources doesn’t tell her why they’re canceling.
- She has an automated email onboarder but doesn’t think anyone reads it. She tried Intercom but it never worked as well as just getting on the phone - she thinks the calls created a lot of trust with customers.
Helpful Heather’s main job is doing marketing for SallyApp. However, Sassy Sally trusts her to do lots of other stuff too, including concierge onboarding customers.
HH understands this task is important but doesn’t see it as a priority, usually forgets to do it, and leaves it for SS to do. HH feels guilty about this.
HH doesn’t like getting bombarded with emails. So all automated emails, e.g. a new customer signs up, land in her HelpScout mailbox.
- Ideally, she signs in HS once/day. What actually happens: 1-3x/week
- She’ll see in a HS message (which includes customer’s app account, website, email) if in the last 24 hours…
- A new customer signed up, or
- She usually doesn’t see this, but SS sometimes assigns this to her in Streak, which she usually doesn’t see and forgets about anyway. This makes her feel guilty.
- A customer’s credit card is about to get hit a 2nd time
- She’ll send a personal email to customer (which includes her company name and what she does) and offers to help her with anything, not only with their app. She uses Atext for this. CTA asks if she wants to get on a call. She’ll boomerang this email to go back to her inbox in 2 days if the customer doesn’t reply.
- If customer replies with yes, they go back and forth on schedule. This is a pain in the ass.
- If customer doesn’t reply, Boomerang will return this to her inbox in 2 days. Depending on her mood, she’ll follow up or forget about it. This makes her feel guilty.
- HH tries to figure out who these customers are before emailing them. So she uses Full Contact's gmail integration, Rapportive, or researches them on social media, searches on their email address. She also looks to see what they did in the app, SS created a dashboard for her with metrics like "finished signup". She tries to focus her time on the most "valuable" customers who do things in the app. This leads her to:
- Click around too much, all over the place, that she forgets what she was doing in the first place; or
- Feel frustrated
- Either way, she wastes time and fails to schedule a call with the customer, feeling guilty despite having good intentions
- Can sometimes feel friction in “offering to help” customers because she feels like she doesn’t have SS’s expertise and credibility. Not always sure what to talk about or what to email customers.
- Not forgetting to concierge onboard customers and get on calls with customers whose credit cards are about to get hit
- If she does get on the phone, she wants to write up a quick summary of useful insights gained from the conversation
- Feel that spending time with customers on the phone was worthwhile and actually
- Made them take action and convert, or
- Do not cancel when CC hits
- Not feel guilty by forgetting to check HelpScout and Streak
- Feel like she’s getting enough work done’
i’m about to get on a call with federico…
looking at gmail, helpscout, dashboard, his profile, his website for info on him
bailed on me? should i follow up?