KazooCon 2014 - Building Your Business: Behind the Numbers!
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Transcript of KazooCon 2014 - Building Your Business: Behind the Numbers!
PRESENTED BY:
Building Your Business: Behind the Numbers!
Angela Lambert
#kazoocon14
About Me!
Hi,$I’m$Angela!$$
$This$is$what$you$need$to$know$about$me:$$• I’ve$been$with$2600hz$for$2$years$
• I$work$in$onboarding$new$partners$&$helping$exisEng$partners$grow$their$business$
• One$of$my$favorite$pasEmes$is$thinking$about$how$partners$can$make$more$$$$$
#kazoocon14
Let’s Dig In!!
#kazoocon14
What’s the most important reason you sell VoIP?!
• Revenue:$Make$Money$
• Bundle$Your$Services$
• Ensure$that$your$product$offerings$are$sEcky$&$customers$don’t$go$elsewhere$
#kazoocon14
Topics I want to cover today!
• LiRing$the$Curtain:$CompeEtor$pricing$for$your$customers$
$• How$consumers$understand$VoIP$as$a$
product$&$VoIP$pricing$$• What$this$means$for$you$as$a$provider$$
#kazoocon14
What I hope you’ll take from this talk!
• Strategize$about$pricing$$• Educate$your$customer$$• Copy$the$markeEng$that’s$out$there$$• Make$more$$$$$
#kazoocon14
Competitor Marketing!&!
You!
#kazoocon14
The$cloud$means$consumer$empowerment$
#kazoocon14
RingCentral!
#kazoocon14
RingCentral!
#kazoocon14
The impact of this marketing on consumers?!
• Creates$a$false$standard$of$pricing$
• Makes$compeEtor$pricing$seem$out$of$this$world!$
#kazoocon14
RingCentral Standard!
Average$Hosted$PBX$Business$
#kazoocon14
RingCentral Premium!
Average$Hosted$PBX$Business$
#kazoocon14
RingCentral Enterprise!
Average$Hosted$PBX$Business$
#kazoocon14
This is how your customers see the market!
In$addiEon$to$this$pricing,$what$about$the$fine$print,$that$they$don’t$always$see?$$$
$$ $LiZle$Font$Versus$BIG$FONT$$
THIS$MEANS$“PRE$PAY$12$MONTHS”$
3.9c$/$min!$Yikes$
Average$customer$will$get$support$via$overseas$call$center$
A$LogisEcal$Nightmare$
$$$$
What$have$we$learned?$
• Pricing$is$not$what$it$appears$
• Support$is$not$what$it$appears$$$
EDUCATE,$EDUCATE,$EDUCATE!$
Next$example$
• Are$you$ready?!$
• Are$you$with$me?$$
#kazoocon14
GrassHopper!
Grasshopper$
What$can$we$learn$here?$$• Customers$like$opEons$with$and$without$
minutes$included$
• This$is$a$market$of$opEons,$make$them$feel$empowered$
• “No$Long$Term$Contracts”$$
• People$don’t$think$CHANGE$adds$up$
$
Turns$out…$CHANGE$DOES$ADD$UP!$$WOOHOO!$
#kazoocon14
Nextiva!
#kazoocon14
Nextiva…!
#kazoocon14
One Last Model…!
!ActivePBX!
AcEve$PBX$
#kazoocon14
What did you learn?!
3$takedaways!$
• Pricing$“as$low$as”…$$ $It’s$only$that$low$if$you$have$100+$
• MonthdtodMonth$or$Annual$Plans$
• What$you$can$learn:$– Consumers$like$packages$– Consumers$like$knowing$that$as$they$scale,$the$price$CAN$go$down$
Consumer$Thought$Process$
• OpEons,$people$like$opEons!$
• “Savings”$$Highlight$were$you$are$saving$your$customer$$$$in$each$Package!$$Show$the$%’s$
• This$helps$the$consumer,$because$now$they$don’t$have$to$think,$they$can$just$point$and$say,$that$“seems$like$a$good$package”$
#kazoocon14
!!The Little Font!Versus!
the BIG FONT!!!!
– DID$cost:$$9.95$per$month!$– PorEng:$$25!$– Toll$Free$cost:$3.5c/min$– AddiEonal$users$make$per$seat$average$go$up:$$24.95$$
Do$the$math:$Small$business$plan$for$16$users,$each$with$a$phone$number$(DID):$$19.95/user$+$8$extra$#s$@$$10/DID$+$2$hours/business$day$of$tolldfree$($66.50)$=$$$
Or$$29.11/user$
How$Can$You$DifferenEate?$
• Ask$them$to$send$you$their$old$bill!$• Check$their$bill,$find$the$hidden$costs,$and$make$your$pricing$more$compeEEve$
• People$are$accustomed$to$these$packages,$make$your$packages$more$appealing.$
#kazoocon14
We covered a lot…!!
and this is just a peak at competitor pricing!
Goals$of$this$talk…$• What$I$want$you$to$take$from$this$talk:$
• Strategize$$$
• Educate$Customers$
• Copy$ExisEng$Models$
• Make$more$$$$$$
Thank You!!!
#kazoocon14