The skills that matter

Since we’ve been going through a massive growth spurt at rentoid – I’ve been thinking about the skills which matter. The skills which will take us from start up – to business. That stuff that happens after we’ve proved our concept and people are getting involved in what we do. And here’s my conculsions:

1. Project management. We must get the stuff done we’ve been talking about with our customers quickly. They haven’t got time to wait for us to get our act together. We must deliver our promises, or lose them forever.

2. Leadership. Keep the team inspired and motivated, while maintaining the culture we believe in and have already created. Just because we are starting to achieve our goals doesn’t mean we need to invent systems, create paperwork and lose trust for each other. This is where we prove there is another way to do things in business & life.

3. Maintain Momentum. Go ‘back to back’ in sporting parlance. The ability to maintain public interest and is difficult after unpaid national TV coverage. We’ve got to keep the tap running, keep communicating and getting coverage. This is where communication frequency becomes way more important than communication depth.

Another great way to keep ’em talking about rentoid?

We make sure we deliver on all the stuff we said we’d do – refer point 1.

It’s not me, it’s you

This brillaint piece of communication by bringtheloveback summerzies the biggest opportunity for startups in the last 100 years. Small startups and entrpreneurs can have the conversations most large companies refuse to have. Or do in an overly  moderated environment – which just doesn’t work.

[youtube=http://www.youtube.com/watch?v=RZDXfB0Rd4Q]

In truth most large dominant companies from the old production based economy are probably too scared to have a warts and all conversation with their people.  The truth might get out. Truths like, companies reducing the quality of ingredients to keep prices low.

In fact they never did. They investigated, researched and even spied. Maybe they should have just listened and conversed.

Thanks to Ross Hill for the link!

Why authenticity works

Any disciple of the new marketing world order will tell you ‘be authentic’. And startup blog couldn’t agree more.

Here’s why: It’s refreshing.

It is so refreshing to hear a person, group of people or a small company tell the truth for once without a hidden agenda. It’s the opposite of what we’ve had for most of the past 50 years. It’s the opposite of what we expect, and usually get.

Net result is a relationship of trust is built. When this new paradigm arrives all sort of cool things can happen.

Like removing the need to advertise.

Like a loyal consumer base.

Like brand evangelists.

Like all the good stuff most large companies dream of having.

Cafe press & customer service

I recently ordered this most rad t-shirt on line from cafe press:

After a month it still hadn’t arrived. So slightly upset  sent them through a note as below.
My email:

My order was meant to arrive between these times: Estimated Arrival: Monday 6/30/08 – Monday 7/7/08. But I am still yet to receive it and I am getting worried that It will never arrive. It is now 7/13/08 so it has been nearly a month! Can you please follow up for me. I am a first time cafe press customer and so far it hasn’t been a good experience.   

1st cafe press response:

Dear Steve,

Thank you for contacting CafePress.com! This note is to inform you that we have received your inquiry and are assigning it to a representative. We respond to all email messages within 24 hours. If you do not receive an answer within 24 hours please call us toll-free at 1-877-809-1659 during our customer service hours Monday – Saturday 9:00 am to 9:00 pm EST.

To help track your inquiry we have generated the following reference number LTK419015882692X. Please use this number in any further communication.

2nd ‘real person’ cafe press response:

Dear Steve, I am sorry to hear you haven’t received your order. I checked and it is past the date it should have arrived. To make sure there are no further delays please confirm back with your correct shipping address. As soon as I get this information I will replace your order at no charge. I look forward to your reply.  

If there is anything else I can do for you please let me know. 

Best Regards, Crystal R.

A few things for startups to notice: 

  • Yes, it was an automated response, but a real living, breathing person got back to me within 24 hours. ‘We want to deal with real people.’ Only real people can respond to emotion.
  • They offered a toll free number for me to call on if a didn’t hear within 24 hours. All websites should have someone you can call.

  • They advised they would replace the order, no questions & immediatly. They accepted fault.

  • They included a link where I could rate there customer service even though, I was potentially an upset customer. No excuses, no hiding on their behalf.

In short, cafe press offered; guarantees, to fix the proble, they accepted fault, and started a feedback loop which has lead to great customer service, from a potentially negative situation. Now I’m blogging about a positive situation when it may well have been the opposite.

Webpreneurs – Be like cafe press.

Virtual ‘Radvertising’ – Heineken

This is ‘radvertising’ for many reasons.

[youtube=http://www.youtube.com/watch?v=3M2mABv2RAI&feature=related]

  • It highlights a single minded product benefit – nothing artifical
  • It leverages historical brand postioning & authenticity – so it’s believable
  • Chooses a topical juxtapostion which is easily understood
  • Has broad appeal which can cross the chasm of age demographics
  • The creative idea is strongly linked to the consumption environment & category
  • It’s sneezeworthy (worth spreading / has viral potential)
  • It’s entertaining. Which by the way is never, ever an objective of ‘radvertising’. It’s a BONUS.

Old media / new media

We all agree that media is changing – “ing”, not “ed”.

So it still makes sense to consider both options for our limited marketing and startup budgets.

So here’s a simple summary of each:

Old media
Costs a lot, but is really quick. Reaches people who might not have been looking for you. Leverages solid infrastructure so demands less human capital. But has a high wastage rate. Suits mass markets

New media
Usually free, and reaches those who are seeking you. Can be quick, but only for the lucky few who nail ideas people want to spread. Uses fragmented infrastructure so requires more man hours. Leaves a digital footprint and so effort compounds. Suits niches.

Until old & new media fully merge, we need to allocate budgets. But it’s also important we remember we can replace money with time when we are financially constrained.

Barenaked Ladies embrace new world

Here’s an example of an organization who’ve embraced the new world to absolute advantage.

 

Rock band the Barenaked Ladies, achieved a reasonable level of commercial success in the late 1990’s and early 2000’s. A song of theirs you may know is ‘One week’ – you can click here to watch it and jig your memory.

 

Their success enabled them to do what most bands can’t – secure a record deal with the large record label Warner. But in 2003 they sacked them. They thought they could a better job – and they have. They just cut out the middle man and began to have a direct relationship with their passionate fans.

 

Here’s some of the cool stuff they’ve done:

They have a ‘dynamic’ websites & myspace– not static pages

They blog ‘daily’

They include fans in ‘every’ film clip

They built a permission database

They provide ‘free’ downloads of their music

Allow ‘free’ sharing of their music (Youtube / File sharing)

They sell their records direct and collect all revenue

They have ‘band days’ and ‘invite only concerts’

They provide photos of the days events

They run cruiseship holidays for fans

(Yep, 300 of their fans socializing, eating, relaxing with them for a week or so, where they provide the entertainment for them every night)

 

 

The net result is this. Their fans feel like they have a real connection, which they do. Their revenue per album sold is now approx $6.00 to the Barenaked Ladies, versus the previous $1.00 while with Warner. They have pure creative control of their work and don’t have to worry about being dropped by their record label.

 

Their site link is here: http://www.bnlmusic.com/default2.asp

 

Kudos BNL.