Links & resources discussed in this presentation:
- The story of N95 Pod
- The startup N95Pod
- Adi’s FREE Market Research Guide
- Adi’s FREE Brand Building Guide
- Adi’s FREE website checklist
- If you enjoyed this presentation drop a recommendation on Adi’s LinkedIn
- If you know someone who could benefit from MD9’s services checkout our amazing referral program
- The First 3 Rule
Loose Transcription of the presentation
Thank you Julio for inviting me to speak today.
I’m Adi the Fast Growth Executive at MD9.
I currently own one company, four brands …
and the fastest I’ve grown a startup is from idea on paper to more than $108,000,000 in sales in just 5 years (case study here).
If at any point during this presentation you have a question that you’d like to take offline, you can go to this slack channel. I answer questions here once a week.
To have a successful beta launch you need to first build up a beta-list.
But what is a beta-list and how do you build one?
A BetaList is basically a virtual line of people waiting to use your minimum viable product. People join the virtual line when they want to be the first to try your startup’s new product, service or masterclass. Below are links to my current BetaLists.
There is one rather large difference between a BetaList and an established brand’s waitlist. People on an established brand’s waitlist are typically brand loyalists who are very familiar with that brand, they expect an epic customer journey, user experience and everything else that comes along with the launch of an established brand’s new product or service.
Whereas people who join a BetaList know that signing up for your BetaList means that they will get free, discounted or early access to whatever your startup is offering and they understand that it is a minimum viable product.
The people who will participate in your Beta Launch understand that they are getting access to your startup’s minimum viable product, and are expected to give you feedback and be patient as your services and processes develop.
What is a BetaTester?
A Beta Tester is someone who agrees to patiently give you feedback and work with your minimum viable product until it is a refined product or service. Throughout the duration of the beta launch some of the people who sign up for your beta launch, will vanish. Those who stay with you through the Beta Launch typically turn into your greatest & most loyal customers.
How is a Beta Launch a growth Hack?
Many startup growth gurus call a beta launch a growth hack, but why? In the journey to get 100,000 users, clients or customers. Who are the hardest ones to acquire? Typically it is your first 10. These 10 write the testimonials and are the subjects of your first case studies. These case studies and testimonials make it slightly easier to attract and acquire your next 10 customers.
Below is a screenshot of The Million Dollar Pineapple’s first testimonial (when we offered all of our growth services, including consulting, under the parent company).
How many new clients would purchase a product or service through your website tomorrow if they read something like this about you and your startup?
If done right, with each customer you acquire, the next one should be cheaper and easier to attract and retain.
A well done Beta Launch can secure between 1000 & 100,000 beta testers, thereby pushing you past the hardest initial growth hurdles quickly.
What is the other purpose of a beta launch?
Aside from acquiring customers, the other goal is to test your product or service with 100 to 1000 users before you launch to the public. So how do we execute a successful beta launch?
Beta Launch Step 1
As soon as you are ready to start speaking to people (maybe even just friends and family) about your startup, you want to create a very simple signup page like one of the examples below. Note these are VERY BASIC.
The goal here is to collect the emails of friends and family who express interest in your startup idea. So you don’t need to publish a lot of information since the value of the idea is typically communicated when speaking with friends and family.
This list is purely designed to help you remember who to invite to your beta launch when you have one.
The only people who signup for the type of beta list above, know you or your brand. Do not expect strangers to stumble upon your website and sign up for this.
What if you want more than just friends & family to join your beta list?
Then you should keep reading.
Below I will walk you through how to do a beta launch when you need to have more than just your personal sphere of contacts signing up.
Depending on a long list of factors, you can expect to see somewhere between 10 & 70% of the “random strangers online” who join your beta list, actually convert into beta-testers. For this reason I suggest aiming to build your beta list to 10x the number of beta testers you hope to have.
Beta Launch Step 2
In preparation for your own beta launch, you will want to head over to betaList.com to study other startups that are preparing for their beta-launches.
If you were an art student you would go to an art museum, to gather inspiration from the works published by the greats who have gone before you.
We are going to pull this tried and true strategy of the centuries, into the startup space.
When you arrive at BetaList.com you should scroll through the homepage to see what pops out to you. Take screenshots of the designs that catch your eye, place all of these in a folder titled landing page.
Next scroll up to the header of betalist.com and click markets, find your market. Continuing with the example of the company selling face masks, I clicked on health & wellness startups to find startups similar to mine.
Look for brands that are similar to yours. Look at their beta listing and ask yourself “How could I create better designs and compelling copy than this?”
Next visit their sites. Scroll through each website and copy your favorite phrases into a document. Take screenshots of the website flows that you would like to mimic. Dump them all into one file.
Beta Launch Step 3
You want to arrange a marriage between your startup and the people who don’t know they’re about to fall in love with your startup. How do we do this?
We do this by conducting market research. If you don’t know how to conduct market research, I created this guide that walks first time founders through how to do this, because meeting your true revenue growth potential is a science, not guesswork.
It all starts with knowing exactly what your customer wants to see and how they want to perceive a brand offering your product or service.
This guide will help you to determine which of the designs, phrases and website flows in the folder (the one you created while looking at BetaList.com), will work best with the people you want to have fall in love with your startup.
Beta Launch Step 3.2
This guide will help you to create a brand identity that gets hockey stick growth.
Bookmark it for later. If you need help with this, call me.
Beta Launch Step 3.3
Now take all of the information from the last three steps and set a time to meet with your website developer to modify your website.
Add in common terms and phrases used by those in your target market. Example: A common complaint I hear is that people are paying for marketing and not seeing any results, so this is the first phrase on my company’s website :
Are you getting the best possible return on your marketing investments?
As soon as a business owner reads that, they realize I understand their pain point and I have a solution
What is a phrase that identifies your target market’s pain point and indicates that you have the solution they’ve been looking for.
By the time you finish reading through my guides on market research and branding, you should know which colors make your desired audience feel confident, safe or excited … or however they should feel when they arrive at your website.
At this point your website should look very different from your initial beta list page.
Beta Launch Step 4
Once your website is updated, it is time to promote your finished beta launch website.
Start by applying to betalist.com
If your goal is to get at least 1000 people to sign up and participate in your beta launch follow these steps:
- Share about your beta launch on your social networks
- Talk about it as a guest on Podcasts
- Advertise your Beta launch using Paid Ads
Beta Launch Step 5
Once your beta launch is up and people are testing, you should start working on developing a referral program or affiliate program.
There are two times that are optimal for launching an affiliate marketing program, if you want to see it get growth hacking-like traction.
One is before your first big PR campaign, the other is at the tail end of a beta launch.
Passion and excitement are powerfully contagious amongst humans. Guess who the best sales agents are for your product or service? Those who are passionate and excited about what they’re selling, your brand’s biggest cheerleaders.
Your company’s biggest cheerleaders are the Beta Testers who stuck with you through the entire beta launch.
N95Pod Case Study
Last week I showed you a startup that was in beta, we had our beta launch on Friday and have been selling consistently since then. Want to take a look?
As you might recall, the website looked like this…
We updated it to look like this, and sent the link out to a few friends and family.
No one made a purchase.
Then we changed it to look like this and sent the link out again, announcing that the website was up and ready. Everyone that had expressed interest purchased more than $90 worth of products.
If you want to continue to follow this startup as it grows. I’ll be sharing daily updates here. Walking through our latest lessons learned and successes. So that you can apply some of these key takeaways to your own startup.
At this point in my career I’ve helped founders to design more than 100 of these so if you’d like help with drafting yours feel free to schedule an hour or ten with me here.
A special thank you to Julio Poppe, for making this workshop possible.