Author: azeeadmin

“The best thing a startup can do, and I’m seeing it happen more and more, is investing in community early on,” growth marketing expert Max van den Ingh of Unmuted tells us. “When I was leading growth at MisterGreen, we created a community for the first thousand Tesla Model 3 owners in the Netherlands. Everyone wanted to be a part of this founding tribe, learn from each other, get insights and so on.”

“This group turned out to be our most effective marketing tool,” he explains in an interview we published this week. “Word-of-mouth went through the roof. We had all of these people talking about our community at birthday parties, in their office, you name it. This is a great example of investing in marketing you can’t really measure, but which you do strongly believe in.”

Elsewhere in this week’s growth marketing recap, you’ll find TechCrunch’s coverage of growth marketing, and related topics, from the past week. You’ll also find a few recommendations for growth marketers. If you’d like to recommend a great one you’ve worked with, please fill out our survey.

Marketer: Scott Graham
Recommended by: Heather Larrabee, CMO, FORM
Testimonial: “He was referred to us and blew our socks off from his initial analysis. He’s the rare growth adviser expert at strategy and execution. He’s a servant leader, a systems thinker, integrates with the team with empathy and curiosity like he’s an internal teammate, brings a wealth of cutting-edge knowledge, and a stable of incredible partners and resources. He runs with the best and the brightest, but he’s the first one on and the last one off for the day, putting in the time to make things great. He has an uncanny ability to communicate complex concepts and make them accessible for all audiences, and he’s been a foundational game changer for our business and many others.”

Marketer: Ascendant
Recommended by: Robyn Weatherley, Thirdfort Limited
Testimonial: “Beyond their knowledge and experience (which is in abundance!), they have a deep understanding and appreciation for the unique challenges early-stage businesses have. They are in tune with the particular hurdles at various stages of growth and are able to adapt their working style dependent on those. They haven’t just helped us execute vital growth tactics, but they’ve helped us set up the framework to keep executing on those whether we are 5, 50 or 500 people. This is incredibly important as we scale and to demonstrate to future investors. They are also exceptional mentors and are able to offer real-world advice and work flexibly to suit the ever-changing nature of a high-growth early-stage business.”

Marketer: Ferdinand Goetzen
Recommended by: Willem van Roosmalen, Homerun
Testimonial: “Exceptional skills and experience in B2B SaaS, impressive track record, clear communicator, true leader, makes impact from day one, entrepreneur (actually launched his own start up, Reveall).”

Marketer: Adriana Ivascu, HoneyPot Dgtl
Recommended by: Mihaela Petre, Brussels Beer Project
Testimonial: “Besides her solid experience in growth and digital, Adriana has a genuine interest in growing not only the company but its people. She is hands-on in digital transformation but on top of it, she is a coach who inspires and brings the best in teams. We are very happy to have benefited from a long-term strategic growth path and a skill playbook that we can pass on to our whole organization.”

Marketer: Mariska Vroegindeweij, Growth & confetti
Recommended by: Hugo Pereira, EVBox
Testimonial: “[During our time working together] she was very young and bright. She started the Growth Marketing division on her own, built a team of developers, designers, advertisement specialists, product owners to drive conversion on the whole funnel from MQL to Opportunities. It’s hard to find a marketer that combines leadership skills with hardcore skills to drive growth. She was also very data-driven, challenged me a lot on assumptions and proved me wrong a few times by doing experiments and showcasing better ways to convert. And she was bold enough to start her own agency at a young age and doing well. Plus, she’s tons of fun.”

 

Help TechCrunch find the best growth marketers for startups.

Provide a recommendation in this quick survey and we’ll share the results with everybody.

 

The MKT1 interview: Growth marketing in 2021, hiring versus outsourcing and more: We hosted a Twitter Spaces with strategic marketing firm MKT1 recently, following a popular interview we published with them a few weeks ago. “The skill sets of growth marketers are in high demand,” co-founder Kathleen Estreich told host Danny Crichton during the event. “They always have been, but it feels pretty acute right now. Given that a lot of the companies are raising money earlier and starting to try and build that traction faster to grow into the valuations, we’re starting to see a huge need.” If you’re curious to see what skills are needed in growth marketing positions right now, take a look at the job board curated by MKT1.

Draft.dev CEO Karl Hughes on the importance of using experts in developer marketing: Anna Heim interviewed Karl Hughes, founder of Daft.dev, which works with a large number of developer tool companies. Hughes’ insights come from personal experience, “I’ve been a software developer, and then most recently was a CTO at a startup in Chicago, so I knew that there were lots of companies trying to reach developers [ … ] and that a lot of them were doing a poor job of it.” In this interview, Hughes addresses the mistakes made when targeting marketing toward developers, the steps that Draft.dev takes to mitigate them and more.

Unmuted founder Max van den Ingh on success beyond the metrics: “At Unmuted, when we start working with a new client, we perform a series of exercises together,” he told us in the interview. “This helps us get a clear picture of where the client is now and where they could be when we’ve optimized marketing. Next, instead of fixed numbers, like a specific amount of new customers in a given period, we focus on growth levers, like month-over-month growth in certain conversion or activation areas. Focusing on growth levers makes our work more actionable.” Read the interview with him for more about Unmuted’s “modern” marketing approach, setting realistic goals and trends seen in growth marketing during the pandemic.

Dan Olsen leads a product-market fit masterclass for the Startup Alley+ cohort: As part of Startup Alley+, TC Disrupt 2021 is offering a VIP experience where Dan Olsen will be holding a product-market fit masterclass. Olsen’s roster of clients includes Google, Facebook and Amazon.

Is there a startup growth marketing expert that you want us to know about? Let us know by filling out our survey.

I learned about Yat in April, when a friend sent our group chat a link to a story about how the key emoji sold as an “internet identity” for $425,000. “I hate the universe,” she texted.

Sure, the universe would be better if people with a spare $425,000 spent it on mutual aid or something, but minutes later, we were trying to figure out what this whole Yat thing was all about. And few more minutes later, I spent $5 (in USD, not crypto) to buy , an emoji string that I think tells a moving story about my caffeine dependency and sensitive stomach. I didn’t think I would be writing about this when I made that choice.

Kesha’s Yat URL on Twitter

On the surface, Yat is a platform that lets you buy a URL with emojis in it — even Kesha (y.at/), Lil Wayne (y.at/), and Disclosure (y.at/) are using them in their Twitter bios. Like any URL on the internet, Yats can redirect to another website, or they can function like a more eye-catching Linktree. While users could purchase their own domain name that supports emojis and use it instead of a Yat, many people don’t have the technical expertise or time to do so. Instead, they can make one-time purchase from Yat, which owns the Y.at domain, and the company will provide your with your own y.at subdomain for you.

This convenience, however, comes at a premium. Yat uses an algorithm to determine your Yat’s “rhythm score,” its metric for determining how to price your emoji combo based on its rarity. Yats with one or two emojis are so expensive that you have to contact the company directly to buy them, but you can easily find a four- or five-emoji identity that’ll only put you out $4.

Beyond that, CEO Naveen Jain — a Y Combinator alumnus, founder of digital marketing company Sparkart, and angel investor — thinks that Yat is ultimately an internet privacy product. Jain wants people to be able to use their Yats in any way they’re able to use an online identity now, whether that’s to make payments, send messages, host a website, or login to a platform.

“Objectively, it’s a strange norm. You go on the internet, you register accounts with ad-supported platforms, and your username isn’t universal. You have many accounts, many usernames,” Jain said. “And you don’t control them. If an account wants to shut you down, they shut you down. How many stories are there of people trying to email some social network, and they don’t respond because they don’t have to?”

Image Credits: Yat (opens in a new window)

Yat doesn’t plan to fuel itself with ad money, since users pay for the product when they purchase their Yat, whether they get it for $4 or $400,000.

In the long run, Yat’s CEO says the company plans to use blockchain technology as a way to become self-sovereign. Yats would become assets issued on decentralized, distributed databases. Today, there are several projects working to create a decentralized alternative to the current domain name system (DNS), which is managed by internet regulatory authority ICANN.  DNS is how you find things on the internet, but uses a centralized, hierarchical system. A blockchain domain name system would have no central authority, and some believe this could be the foundation of a next-gen web, or “Web 3.0.”

Today, words like “blockchain” and “cryptocurrency” don’t appear on the Yat website. Jain doesn’t think that’s compelling to average consumers — he believes in progressive decentralization, which explains why Yats are currently purchased with dollars, not ethereum.

“Something we think is really funny about the cryptocurrency world is that anyone who’s a part of it spends a lot of time talking about databases,” Jain said. “People don’t care about databases. When’s the last time you went to a website and it said ‘powered by MySQL’?”

Y.at, however, was registered at a traditional internet registrar, not on the blockchain.

“We agree that this is early stage, there’s no debate about that,” said Jain. “This is laying the foundation — there are certain elements of the vision that are certainly more of a social contract than actual implementation at this point in time. But this is the vision that we’ve set forth, and we’re working continuously towards that goal.”

Still, until Yat becomes more decentralized, it can’t yet give users the complete control it aspires to. At present, the Terms & Conditions give Yat the authority to terminate or suspend users at its discretion, but the company claims it hasn’t yet booted anyone from the system.

“As Yat becomes more decentralized, our terms and conditions won’t be important,” Jain said. “This is the nature of pursuing a progressive decentralization strategy.”

In its “generation zero” phase (an open beta), Yat has sold almost $20 million worth of emoji identities. Now, as the waitlist to get a Yat ends, Yat is posting some rare emoji identities on OpenSea, the NFT marketplace that recently reached a valuation of $1.5 billion.

A still image of a Yat visualizer creation

“For the first time ever, we’re going to be auctioning some Yats on OpenSea, and we’re going to be launching minting of Yats on Ethereum,” Jain said. Before minting Yats as NFTs, users can create a digital art landscape for their Yats through a Visualizer. These features, as well as new emojis in the Yat emoji set, will launch this evening at a virtual event called Yat Horizon.

“Yat Creators will now have more rights,” Jain said about the new ability to mint Yats as NFTs. “We are going to continue to pursue progressive decentralization until we achieve our ultimate goal: making Yat the best self-directed, self-sovereign identity system for all.”

Consumers have a demonstrated interest in retaining greater privacy on the internet — data shows that in iOS 14.5, 96% of users opted out of ad tracking. But the decentralization movement hasn’t yet been able to market its privacy advantages to the mainstream. Yat helps solve this problem because even if you don’t understand what blockchain means, you understand that having a personal string of emojis is pretty fun. But, before you spend $425,000 on a single-emoji username, keep in mind that Yat’s vision will only completely materialize with the advent of Web 3.0, and we don’t yet know when or if that will happen.

It all seems so simple. Instead of the dreaded back-and-forth on email, what if there was a solution that helped two parties (or multiple parties) schedule a call or a hangout?

Calendly was born out of that question. Today, the company is worth more than $3 billion, according to reports, and has more than 10 million users. The growth of the product is insane, with more than 1,000% growth from last year.

But that kind of success doesn’t come without hard work and dedication.

To hear more about the journey from bootstrapped to billions, Calendly founder and CEO Tope Awotona will join us at Disrupt this September.

P.S. Early Bird Tickets to Disrupt end today, Friday, July 30. Book your tickets now! 

Awotona put his entire life savings into Calendly and managed to bootstrap it for years before taking a $350 million funding round led by OpenView and Iconiq.

We’ll chat with Awotona about the early days of Calendly, how he navigated the hyper-growth phase, what made him choose to finally take institutional funding, his thoughts on pricing and packaging, and much more.

Awotona joins an incredible roster of speakers, including Secretary of Transportation Pete Buttigieg, Mirror’s Brynn Putnam, Chamath Palihapitiya, Slack CEO Stewart Butterfield and more. Plus, Disrupt features the legendary Startup Battlefield competition, where startups from across the globe compete for $100,000 and eternal glory.

Disrupt’s virtual format provides plenty of opportunity for questions, so come prepared to ask the experts about the issues that keep you up at night.

One post can’t possibly contain all of Disrupt’s events. Don’t miss the epic Startup Battlefield competition, hundreds of early-stage startups exhibiting in the Startup Alley expo area, special breakout sessions — like the Pitch Deck Teardown — and so much more.

TechCrunch Disrupt 2021 offers tons of opportunities. Don’t miss out on the first one — buy your Disrupt pass today, July 30, by 11:59 pm (PT) for less than $100. It’s a sweet deal!

Is your company interested in sponsoring or exhibiting at Disrupt 2021? Contact our sponsorship sales team by filling out this form.

Software developers and engineers have rarely been in higher demand. Organizations’ need for technical talent is skyrocketing, but the supply is quite limited. As a result, software professionals have the luxury of being very choosy about where they work and usually command big salaries.

In 2020, the U.S. had nearly 1.5 million full-time developers, who earned a median salary of around $110,000, according to the Bureau of Labor Statistics. Over the next 10 years, the federal agency estimates, developer jobs will grow by 22% to 316,000.

But what happens after a developer or engineer lands that sweet gig? Are they able to harness their skills and grow in interesting and challenging new directions? Do they understand what it takes to move up the ladder? Are they merely doing a job or cultivating a rewarding professional life?

These are the kinds of questions that have gnawed at me throughout my 25 years in the tech industry. I’ve long noticed that, to put it bluntly, many developers and engineers stink at managing their own careers.

It’s simply not a priority for some. By nature, developers delight in solving complex technical challenges and working hard toward their company’s digital objectives. Care for their own careers may feel unattractively self-promotional or political — even though it’s in fact neither. Charting a career path may feel awkward or they just don’t know how to go about it.

Companies owe it to developers and engineers, and to themselves, to give these key people the tools to understand what it takes to be the best they can be. How else can developers and engineers be assured of continually great experiences while constantly expanding their contributions to their organizations?

Coaching and mentoring can help, but I think a more formal management system is necessary to get the wind behind the sails of a companywide commitment to making developers and engineers believe that, as the late Andy Grove said, “Your career is your business and you are its CEO.”

That’s why I created a career development model for developers and engineers when I was an Intel Fellow at Intel between 2003 and 2013. This framework has since been put into practice at the three subsequent companies I worked at — Google, VMWare, and, now, Juniper Networks — through training sessions and HR processes.

The model is based on a principle that every developer can relate to: Treat career advancement as you would a software project.

That’s right, by thinking of career development in stages like those used in app production, developers and engineers can gain a holistic view of where they are in their professional lives, where they want to go and the gaps they need to fill.

Step 1: Functional specification

In software development, a team can’t get started until it has a functional specification that describes the app’s requirements and how it is supposed to perform and behave.

Why should a career be any different? In my model, folks begin by assessing the “functionality” expected of someone at their next career level and how they’re demonstrating them (or not). Typically, a person gets promoted to a higher level only when they already demonstrate that they are operating at that level.

A 13-tonne Tesla Megapack caught fire on Friday morning at a battery storage facility in south-east Australia. The blaze occurred during testing at between 10 and 10.15am local time, according to Victorian Big Battery. The regional fire service said a specialist fire crew had been dispatched to the site in Geelong, Victoria. Firefighters were using a hazmat appliance designed for hazardous chemical spills and specialist drones to conduct atmospheric monitoring, according to Fire Rescue Victoria.

The site was evacuated and there were no injuries, Victorian Big Battery said in a statement. It added that the site had been disconnected from the power grid and that there will be no impact to the electric supply. French energy company Neoen, which operates the facility, and contractor Tesla are working with emergency services to manage the situation.

As a result of the fire, a warning for toxic smoke has been issued in the nearby Batesford, Bell Post Hill, Lovely Banks and Moorabool areas, reports The Sydney Morning Herald. Residents were warned to move indoors, close windows, vents and fireplace flues and bring their pets inside.

The Victorian Big Battery site, a 300 MW/450 MWh battery storage facility, is viewed as key to the Victorian government’s 50 percent renewable energy target by 2030. It follows the success of Neoen and Tesla’s 100 MW/129 MWh battery farm in Hornsdale in South Australia, which was completed ahead of schedule and has resulted in multi-million dollar savings for market players and consumers. Both sites essentially provide a regional power backup for when renewable energy is not available, effectively filling the gap when the sun isn’t shining and the wind isn’t blowing.

In February, Neoen announced that the Victorian Big Battery would utliize Tesla’s megapacks — utility-sized batteries produced at the company’s Gigafactory — and Autobidder software to sell power to the grid. Victorian Big Battery has a contract with the Australian Energy Market Operator (AEMO). As part of the pact, the site will provide energy stability by unlocking an additional 250 MW of peak capacity on the existing Victoria to New South Wales Interconnector over the next decade of Australian summers.

Editor’s note: This post originally appeared on Engadget.

Elon Musk is siding with Epic Games in the App Store monopoly case, with the Tesla CEO firing off a tweet Friday morning that called Apple’s Store fees “a de facto global tax on the Internet,” also adding that “Epic is right.”

Epic Games legal battle with Apple is sure to last years and the Fortnite maker has hardly been secretive about its aims to win the battle for popular opinion as well. Musk’s vote of confidence could hold sway with consumers who have yet to develop a clear opinion on the topic.

What’s less clear is why Musk is taking up this issue right now. While Musk is rarely one to pass up offering an outside opinion in a contentious situation that doesn’t involve him, none of Musk’s current companies seem to be effected by the fees from the App Store, though there certainly could be action happening behind the scenes.

Updating

Blue Origin’s protest to a governmental watchdog over NASA’s decision to award SpaceX a multi-billion dollar contract to develop a lunar lander was rejected.

The Government Accountability Office said Friday that it was denying both Blue Origin’s protest and a separate challenge filed by Dynetics, a defense contractor that also submitted a proposal for the contract. GAO concluded that NASA did not violate any laws or regulations when granting the sole award to SpaceX. “As a result, GAO denied the protest arguments that NASA acted improperly in making a single award to SpaceX,” the agency said in a press release.

The formal protest was over NASA’s decision to award the contract for the Human Landing System Program, which aims to return humans to the moon for the first time since Apollo, solely to SpaceX – and not to two companies, as was originally intended. SpaceX’s proposal for the Human Landing System Program came in at $2.9 billion, around half of Blue Origin’s $5.99 billion proposal. Earlier this week, Bezos penned an open letter to NASA Administrator Bill Nelson offering to knock $2 billion off that price to solve the “near-term budgetary issues” that caused NASA to select just one company for the contract.

NASA’s decision to give just one company the award did veer from historical standard, but GAO maintained that “the [contract] announcement reserved the right to make multiple awards, a single award, or no award at all.”

Blue Origin maintains that it was not given time to revise its bid after NASA concluded it did not have sufficient funding for two awards. “Blue Origin was plainly prejudiced by the Agency’s failure to communicate this change in requirements,” the company said in the protest. “Blue Origin could have and would have taken several actions to revise its proposed approach, reduce its price to more closely align with funding available to the Agency, and/or propose schedule alternatives.”

Blue Origin and Dynetics submitted their separate protests in April.

TechCrunch has reached out to Blue Origin and Dynetics for comment. We will update the story if they respond.

Developing…

In the last decade, high-quality design has become a necessity in the software space. Great design is a commodity, not a luxury, and yet, designing beautiful products and finding great designers continues to be a struggle for many entrepreneurs.

At Early Stage 2021, design expert Scott Tong walked us through some of the ways founders should think about design. Tong was involved in product and brand design at some of the biggest brands in tech, including IDEO, IFTTT, Pinterest and more. He’s now a partner at Design Fund.

Tong explained how to think about brand as more than a logo or a social media presence, what design means and the steps that come before focusing on the pixels, and gave guidance on when entrepreneurs should hire third-party design agencies or bring on full-time talent.

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Reputation

“The purest treasure mortal times afford is spotless reputation,” wrote Shakespeare. Though we often think of a brand as a logo or a social media persona, a brand is the equivalent of a person’s reputation. It signifies what the company and products stand for, and it has an element of being memorable for something, whether it’s prestige, like for Chanel, or terrible customer service, like for Comcast.

The closest word in the English language to brand is actually reputation. The analogy is that brand is to company as reputation is to person. If you can link your brand with your company’s reputation, I think it’s a really great place to start when you’re having conversations about brands. What is the first impression? What are the consistent behaviors that your brand hopes to repeat over and over? What are the memorable moments that stand out and make your brand, your reputation memorable? (Timestamp: 2:40)

Existing versus preferred

Tong outlined what design is truly about. There are many different schools of thought on design methodology and there are many different types of design. You may be thinking about product design and logo design and brand design all at the same time, and the only way to successfully hire for those tasks and complete them is to understand what design is, at its core.

Robinhood priced at $38 per share this week, opened flat and closed its first day’s trading yesterday worth $34.82 per share, or a bit more than 8% underwater. The company posted a mixed picture today, falling early before recovering to breakeven in late-morning trading.

It wasn’t the debut that some expected Robinhood to have.

The Exchange explores startups, markets and money.

Read it every morning on Extra Crunch or get The Exchange newsletter every Saturday.

To close out the week, we’re not going to noodle on banned Chinese IPOs or do a full-week mega-round discussion. Instead, let’s parse some notes from a chat The Exchange had with Robinhood’s CFO about his company’s IPO and go over a few reasonable guesses as to why we’re not wondering how much money Robinhood left on the table by pricing its public offering lower than it closed on its first day.

Let’s not be dicks about it. The time for Twitter jokes was yesterday. We’ll put our thinking caps on this morning.

Why Robinhood went public when it did

Chatting with Robinhood CFO Jason Warnick earlier this week, we wanted to know why this was the right time for Robinhood to go public.

Now, no public company CEO or CFO will come out and directly say that they are going public because they think that they can defend — or extend — their most recent private valuation thanks to current market conditions.

Instead, execs on IPO day tend to deflect the question, pivoting to a well-oiled bon mot about how their public offering is a mere milestone on their company’s long-term trajectory. For some reason in our capitalist society, during an arch-capitalist event, by a for-profit company, leaders find it critical to downplay their IPO’s importance.¹

With that in mind, Warnick did not say Robinhood went public because the IPO market has recently rewarded big-brand consumer tech companies like Airbnb and DoorDash with strong debuts. And he didn’t say that with tech shares near all-time highs and a taste for high-growth concerns, the company was likely set to enter a market that would be willing to price it at a valuation that it found attractive.

Don’t miss your chance to experience TechCrunch Disrupt 2021 — the startup world’s must-attend event of the season — for less than $100. Why not get the best ROI of your time while simultaneously learning about the latest industry trends and mining for opportunities that can take your startup to new levels of success?

Disrupt takes place on September 21-23, but the early-bird deal expires today, July 30 at 11:59 pm (PT). Buy your Disrupt 2021 pass now and save.

Let’s talk about what you’ll experience at Disrupt. Over on the Disrupt Stage you’ll find one-on-one interviews with icons and interactive, expert-led, presentations from across the tech, investing and policy sectors. Folks like Coinbase CEO Brian Armstrong, U.S. Secretary of Transportation Pete Buttigieg, Duolingo CEO Luis von Ahn and Mirror CEO Brynn Putnam. And that’s just the tip of the tech iceberg. You can check out all the speakers here.

You’ll find plenty of actionable advice and how-to tips and strategies on the Extra Crunch Stage. Take a gander at just two of the topics we have scheduled there and explore the full Disrupt agenda here.

Crafting a Pitch Deck that Can’t Be Ignored: Investors may be chasing after the hottest deals, but for founders selling their startup’s vision, it’s never been more important to communicate it in the clearest way possible. Pitch deck experts Mercedes Bent (partner, Lightspeed Venture Partners), Mar Hershenson (co-founder & managing partner, Pear VC) and Saba Karim (Techstars’ head of accelerator pipeline) dig into what’s essential, what’s unnecessary and what could just make all the difference in your next deck.

How Do You Select the Right Tech Stack: From day zero, startups have to make dozens of trade-offs when it comes to the infinite variety of tech stacks available to today’s engineers. Choose the wrong combination or direction, and a startup could be left with years of refactoring to fix the legacy damage. What are the best practices for assessing potential stacks, and how can you minimize the risk of a painful mistake? Preeti Somal (executive vice president of engineering, HashiCorp) and Jill Wetzler (head of engineering, Pilot) will discuss strategies for improving engineering right from the beginning and at every stage of a startup’s journey.

Disrupt’s virtual format provides plenty of opportunity for questions, so come prepared to ask the experts about the issues that keep you up at night.

One post can’t possibly contain all the events and opportunities of Disrupt. Don’t miss the epic Startup Battlefield competition, hundreds of early-stage startups exhibiting in the Startup Alley expo area, special breakout sessions — like the Pitch Deck Teardown — and so much more.

TechCrunch Disrupt 2021 offers tons of opportunity. Don’t miss out on the first one — buy your Disrupt pass today, July 30, by 11:59 pm (PT) for less than $100. It’s a sweet deal!

Is your company interested in sponsoring or exhibiting at Disrupt 2021? Contact our sponsorship sales team by filling out this form.