Creating a Simple Landing Page

Before diving in on talking to potential customers you should focus on creating a place where they can find out more about what you’re doing.

This can range from a PDF pitch deck, explainer video to full-blown website with fancy design.

Since at the early stages you should avoid investing too much time in fancy presentations, I’d recommend sticking to a simple one-page website in a sales letter format.

Two books I really like on this topic:

the boron letters - book the ultimate sales letter - book

Why sales letter format?

Because at this point no one has most likely heard of you or your idea.

You’re looking to break a bunch of doubts someone might have when considering doing business with You.

Often people focus on describing the features they’ll be offering, but forget to mention the benefits the customer will get out of using their product.

Another way to think about this is to use a framework, an effective one is Pain/Dream/Solution which I’ve learned from

In the case of the tool I’m building I’d look something like this:

pain dream solution - segmentfinder

There’s a clear value proposition based on the way I’ve framed the problem I’m solving.

I’m a big proponent of attaching a price to your product as early as possible, otherwise, you’re introducing a lot of noise in your customer discovery conversations by including “window shoppers” thus wasting time on those won’t end up paying either way.

Pricing is a topic sooo complex that there are endless blog posts dedicated to it.

My take on it, established businesses don’t really nickel & dime when it comes to paying for services that add to their bottom line.

I spend around $1,500 a month on various SaaS software to run a small digital agency & bill my clients $xx,xxx monthly for services.

The only thing that’s worth mentioning here is the avg price of apps in the Shopify Apps store, from looking at around 100 I’d say it’s $5 to $40 on average.

A little low for my taste, let’s start with $30/mo & see how the conversation goes from there.

website code unsplash

Now here’s where a lot of people get hung up, getting a website up & running.

You don’t need anything custom designed when starting out, I recommend going with a barebones Squarespace or little more advanced Unbounce website.

Since I already have an account at @Landingi, that’s what I’ll go with.

landingi page builder

Here’s what I came up with:

segment-wizard-landing-page

Ok, now that we have a website with the relevant copy on it, let’s find a domain name.

The reason I left it for last, is that I’ve fallen into the trap of registering domain names for new ideas with following through on them, now I have +20 domains just hanging out.

At the pre-customer stages I don’t really care about the name that much, you can always change it later.

As long as it’s relevant to what you’re doing & is somewhat short, that’s good enough.

In my case, since the tool does customer segmentation, I’m going to look for a domain that contains that word in the root domain.

Favorite tool I use for that comes from a recommendation by @walter it’s called lean domain search.com

lean domain search

The initial list looks like this:

After asking a couple of friends, I decided to go with:

You can check out the current landing page at SegmentWizard.com

In the next blog post, we’ll be looking at how to get in touch with your potential customers & how to collect feedback that’ll help shape our initial Shopify App.

If you want to stay up to date & be alerted when the next part comes out, make sure to go to NoMoonshots.com & subscribe to the newsletter.

Identify a Problem worth Solving – Shopify App

Since the bulk of my consulting work is winding down for Q4.

I’ve decided to dive deeper into exploring new internal projects I’d like to work on.

In the past couple of months through client work, I’ve gotten more familiar with Ad Tech space

Mainly how medium to large e-commerce companies setup & optimize their PPC funnels.

So over the next couple of days, I’ll document my process of building a new app from scratch in a series of daily tweets.

Today we’ll start with identifying a problem worth solving.

 

I recommend looking at markets you already have relationships since it will allow to jumpstart alot of customer discovery type conversations.

In my case, I’m going after the AdTech space for e-commerce companies.

Based on conversations with people in the industry, Facebook & Shopify are the way to go for small to medium-sized companies.

A quick search on the App Store for “Facebook Ads” yields 57 apps, majority of them with a paid plan & multiple reviews.

Great! This proves that there is market demand in that category & people are willing to pay for a solution.

It’s worth keeping in mind that software either makes or saves more money for their customers.

Now keeping all those constraints in mind, let’s go and identify a problem worth solving.

This part isn’t easy to do document, but the best resource I can recommend on the topic is this talk a talk by @amyhoy.

For me, the process yielded that people hate downloading & uploading CSV files between the 2 platforms.

Based on 2 quick conversations with people that run stores, if I’d automate that process, they’d pay around $5-10 for that.

That’s not enough.

Since that problem is mainly encountered by people that rely on paid acquisition channels.

Let’s see how else I can deliver value to them.

What separates those that are new to PPC vs those that are professionals?

Optimization of their Ad Campaigns.

The easiest way to optimize your campaigns is to segment your customers into groups based on the purchasing history.

I decided to ask actual store owners what are the most effective segments they use in their stores via multiple Shopify/Facebooks groups.

Thanks @kennedy for a very helpful response!

Now that I have a small problem & larger one I can solve before I move on let’s see if it’s even technically possible.

 

Seems reasonably easy to connect the two together in the way I want.

So now I have a solution that can generate the most effective segments and automatically sync them on a daily basis.

How much is it worth though?

One way to find out, ask them.

However, before we get there first we have to come up with a good offer in order to up our chances of connecting with the right people.

That’s what I’ll be covering in the next entry.