value proposition – case – disqus
DESCRIPTION
This case example demonstrates how Disqus developed its value proposition, while offering insight into how the company addressed the qualitative evaluation process. This is part of the Startup Secrets focus on Value Proposition development. For more information on this and other Startup Secrets focus areas, visit http://www.startupsecrets.comTRANSCRIPT
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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STARTUP SECRETS
MICHAEL J SKOK
An insider’s guide to unfair competitive advantage
Hi Harvard innovation lab
Building a Compelling Value Proposition
twitter: @mjskok mjskok.com
North Bridge Venture Partners
Case Example: DISQUS
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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Value Proposition Template
• For (target customers) • Who are dissatisfied with (the current
alternative) • Our product is a (new product) • That provides (key problem-solving
capability)• Unlike (the product alternative)
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897MM monthly audience (uniques)353MM monthly active users (participating)5.8 Billion monthly page views
1.8MM web properties in network75% marketshare for commenting platforms#1 distributed social application (comScore, Quantcast)
BUSINESS POLITICS NEWS MUCH MOREENTERTAINMENT SPORTSTECH
DISQUSis the most ubiquitousdiscussion platform on the web.
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HOW DISQUS WORKS
Easy install for all platformsSites are part of the Disqus network
Sites integrate Disqus Users engage with Disqus Users discover new content &sites across Disqus
Sites see tangible benefits, including increased traffic on their pages
Audience development made easy.Millions of users use Disqus to participate online and we make that valuable for publishers in a way that they can measure.
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THE DISQUS ECOSYSTEM
A COMMUNITY ECOSYSTEM is the foundation of our business.
USERS
GOALS Discovery
Community
ADVERTISERS
GOALS AcquisitionRetention
PUBLISHERS
GOALS Engagement
GrowthRevenue
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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DISQUS – Value prop for publishers
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FOR
· Publishers, like online media or bloggers
WHO CARE ABOUT
· Building more engaged, loyal audiences directly on their sites
OUR PRODUCT IS· The most widely used discussion platform online
THAT PROVIDES
· An “engagement management platform” for publishers, and· direct reach into millions of engaged community participants online
UNLIKE· Social networks, which don’t properly serve the needs of publishers· Or white-label software, which doesn’t provide the wide network reach of users
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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Qualitative evaluation
Before
After
Acute Pain
Absolute Joy
Vitamin vs. Penicillin
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
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DISQUS – Value Prop for Publishers
BEFORE AFTER
NEED SOLUTION
· Generic or white-label community software· Or using social networking integrations
· A way for publishers to own their users· Control, privacy, and monetization ability
· Community platform that is connected in a network· Publisher-centric platform that allows for max control
· Easy to use Disqus integration· Community platform plus revenue potential
Harvard innovation lab : Michael J Skok : Startup Secrets : Value PropositionHi @mjskok
9
START UP SECRETS
MICHAEL J SKOK
An insider’s guide to unfair competitive advantage
Hi Harvard innovation lab
Building a Compelling Value Proposition
mjskok.com twitter: @mjskok
North Bridge Venture Partners
Case Example: DISQUS