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Building a product too difficult to use: How signups didn’t translate to active users

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Andrew Kamphey has been involved in the creator industry for more than 15 years. During this time, he has started several projects related to creators and influencer marketing.

This is the story about one of those projects that didn't take off: Creator Growth Lab. We want to know what went wrong, what were the lessons learned, and how those learnings improved the way he tackles new ventures.

How did he come up with the idea to build Creator Growth Lab?🔙

He had a side hustle where he would grow people's Instagram accounts. He got his clients anywhere between 2,000 and 5,000 new followers every month. Three years ago, Instagram started announcing policies that he knew would make that method not last. This is a natural thing with growth hacking. First, it works really well. Then something changes and it does not work anymore.

Creator Growth Lab helped Instagram creators to grow by themselves. They could log each day their growth tactics and measure how many followers they gained and their hashtag performance. Every single day you could go to the Lab and see your growth. Then figure out which was the best one. Optimize it and grow more.

How did he build it?⚒️

He had a monthly income from his clients. Every dollar he made, he put into Creator Growth Lab because he wanted to go fast. He quit his job in December 2018. Gave himself a month to mock a prototype. After a month, he realized he couldn't build it fast enough. It was going to take him about a year to figure out how to build it and then three more months to actually build it. He took all the money he had from his agency, and he used it to pay off one designer and one programmer.

He found a designer in Bali. And then he found through a friend, a Vietnamese programmer. His friend became an ad hoc Product Manager and they became a four-person team. It was fast. Within 30 days of working remotely, everything worked exactly how he planned.

What were his key levers to start growing it?📈

Initially, he had a dozen users that were paying him to grow their accounts, who he thought would also use this Lab. They were paying him between $100-$200/month each. It got 50 new user signups in the first month and the next month another 50 user signups.

He used his newsletter to promote Creator Growth Lab to his existing audience and got a dozen signups from that.

He sent direct emails to creators he knew because he had worked in the influencer marketing industry for five years.

What were the biggest challenges he had to overcome?⚔️

Signups weren't a problem. He ended up getting 50 signups per month for four months in a row. The challenge was to get active users. It took a while to get to the aha moment. You needed to use it each day for a week or two weeks before getting the aha moment. That's painful. Users will never get that far.

How did he realize the project was not going in the right direction?📉

Three months after launch, either lucky or unlucky, Instagram cut the number of actions you could do. That killed most growth hacks, but the product still exists. He could keep working on it. But looking back the actual problem was people didn't use it. He made a bunch of videos to explain how to use it. It was very complicated. Users needed to first decide to do growth hacks and then try to optimize them with the app. Not many people know 50 growth hacks.

He had been doing a bunch of automations on his client accounts. All of their actions were literally taken down to zero for 30 days. Within one month, he went from 12 paying clients to none.

He didn't charge them for Creator Growth Lab, it was free to sign up. He would charge later once he figured out who was it for, big mistake.

He did have the idea of Pro Accounts. Initially, it was created for individual users. He talked to a model agency that had thousands of models that were going to pay for using it. Could have been $9,000 a month. Then another person, a growth hacker, wanted to use it to manage 100 accounts. Their clients also left because of the change in Instagram policies.

In the end, how much money did he lose?💰

In total, he paid around $5,000 and never made a penny. The silly thing is that it doesn’t feel like he necessarily lost the money. Because he had been self-funded, never went above his means. Only put money into it he was making through social media.

From all your takeaways he learned from this experience, what advice does he have for other entrepreneurs who want to get started or are just starting out?🗣️

🍂One of the most important things was that he talked to users, but he was not listening to them. He had so much hubris and very little humility because he had been successful at helping people grow for five years.

🍂He went into Creator Growth Lab thinking he knew everything. You don't know anything. Even if you think you know everything you don't.

🍂He spent a lot of time educating creators on why to use the product. Every successful creator will tell you that they grew by making good content. Creators want to create. He had no competitors. No one was trying to do this, that’s a warning sign. It ended up being not needed.

🍂You need to talk with users, not just tell them about your product. It opened his mind. When he gets on the phone with a user he's not teaching them how to use the product. He gets on the phone once or twice a week with his newsletter readers and asks them about what's going on in their life. Just chatting with them.

🍂Your solution might not pan out and doesn't mean your business doesn't work. It doesn't mean you're not successful. It means that solution didn't work out.

🍂Figure out who your tribe is. Find them. If you talk to people for enough time, keep trying different solutions, and keep asking for their problems, you'll figure out a solution. You always have something to learn.

What are your favorite startup resources for makers and entrepreneurs?📚

🍂The Dip by Seth Godin. Winners quit. This book tells you to stop what doesn't work for you. If you work the muscle of quitting you can get to what works faster.

🍂The Mom Test by Rob Fitzpatrick. When talking to users, he realized he didn't have to go to them with a solution. He went to them pretending he didn't know anything about their problem and listened to what they had to say.

If you enjoyed it perhaps like or retweet the thread on Twitter

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#1948 How to teach your kids to build their own businesses

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Joining me as somebody who I’ve been talking to via email for a while, and I’ve wanted to have on here and I’m so excited that he said yes to an interview.
So many entrepreneurs that I’ve interviewed had little businesses when they were kids. They’re usually so freaking proud of then that they can’t stop telling my producers about it. But so many of the stories ended with the business getting shut down by the school, by a teacher, or by the principal.
Well, today’s guest said, “What if we create a way to encourage kids to sell and create businesses? We’ll teach them how to do it and we give them everything that they need.”
Scott Donnell is the founder of MyFirstSale, which gives kids the life skills and confidence
to sell their products in a safe, friendly online environment.
For a special listener discount, you can go to MyFirstSale.com/Andrew or hapbee.com/Andrew to see more.

Scott Donnell is the founder of MyFirstSale and Hapbee, a wearable device that allows people to pick the feelings they want to express, like happiness, calm and sleepiness.

Mixergy listeners can get the following promos:
www.myfirstsale.com/andrew ($20 off Sign Up)
www.hapbee.com/andrew (Indiegogo discount)

Sponsored by

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More interviews -> https://mixergy.com/moreint
Rate this interview -> https://mixergy.com/rateint



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Why You Don’t Need A Qualification To Build A Business

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(Or you can watch the video version below)

Over the past few years of working with thousands of female entrepreneurs I’ve noticed something that holds back so many people with amazing ideas: feeling like they need a specific qualification to start the business they dream of.

If this sounds familiar, I want you to know that I understand exactly how you feel.

Before I started FEA, I sat on the idea for 3 whole years because I kept thinking to myself, “Who am I to create this?!” and “Who will take me seriously if I have no business qualifications!”.

I wasted so much time hanging on to this false belief before I finally plucked up the courage to get out of my own way and take the leap anyway.

I don’t want that to happen to you! I want you to recognize that you don’t need a qualification to share your experiences, your skills, talents, passion and expertise.

So in this episode, I want to share with you:

  • What I DID have instead of a qualification, that was so much more important to help me build my business.
  • How my friend Allie Casazza built a hugely successful 7-figure business with no qualifications (You can listen to that episode right here).
  • The impostor syndrome I felt while writing my first book (and how this fear came up again now that I’m thinking of writing a 2nd book!).
  • Why your experiences and skills are just as valid as any qualification and how to use them to create a valuable offer. 
  • My best tips to help you build your confidence and go for your dreams if not having a qualification has been holding you back.

As a bit of fun, we’ve created an FEA certificate you can download, print out and put on your wall to remind yourself that you are qualified and you are absolutely good enough – we believe in you!

Download your FEA qualification certificate here >>

 

If you’ve been holding yourself back from going after your dreams because you don’t have a specific qualification – definitely leave me a comment below and let me know! 

And if you’d like more support with starting your business, I’ve got just the thing to help you – a brand new course I’m creating called Create & Sell! Join the waitlist now to be the first to hear more…

In it, I’m going to teach you how to take your knowledge, expertise and passion and turn it into a valuable offer that you can sell! Brand new course by Carrie Green

The post Why You Don’t Need A Qualification To Build A Business appeared first on Female Entrepreneur Association.



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{Thread} Over 25 Battle Tested User Onboarding Tools to GROW your business. What Am I Missing? 🤔

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As an early-stage growth consultant, I make over $300k a year building user onboarding funnels for Silicon Valley tech startups. I’ve battle-tested hundreds of tools in the last 5 years and managed to compile a list of best-of-breed User Onboarding solutions that most marketers don't even know exist.

Some of my favorites below. What are you using?

My Current Top 3:

Scribe – https://cursive.io/scribe

  • Ever heard of Concierge customer support? How about precision query resolution? This tool will reduce the time your customer support team spends on solving product related queries by 90%.

Feedierhttps://feedier.com/

  • Think Qualaroo on psilocybin mushrooms and steroids. Being able to seemingly gamify and incentivize onsite customer feedback without adding another layer of product churn into the mix has been extremely valuable for me.

Userflowhttps://getuserflow.com/

  • IMO they’re currently the best bang-for-buck product walk-through solution out there.

Other favorites:

Product Walkthrough

Behavioral Analytics & Cohort Analysis

Livechat & Chatbots

Email Marketing

User authentication/SSO

Experiment tracking

Nudging (Social Proof, Fomo, etc.)

A/B Testing

Data Enrichment

Hope you enjoyed the list.

Did I miss anything?

Feel free to add recommendations in the comments*.*

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