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Amplify Your Growth Through Resellers
Lars Helgeson CEO/Founder, GreenRope
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A Little Backstory
2000 - 2011 2011 - 2017+
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Helping to Define a New Market
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Other Players
$125M
$74M
$65M $22.7M
$20M
$52.9M$0
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Advantages of Being A Small Business
Not constrained by investment payback
Product flexibility / responsiveness
Quality of customer service
Family atmosphere
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Direct vs Reseller
Direct Reseller
Demo
Trial
Account
PPC
SEO
3rd Party Lead Gen
SocialReferral
VAR
Account
Affiliates
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Does it work?
Medical / Dental 195 in 3 years
Logistics 9 in 18 months
GreenRope Direct 490 in 6 years
Religious / NPO 23 in 3 years
Legal 32 in 3 years
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By The Numbers
GreenRope
Employees 25
Average revenue per client (ARPC)
$235 + creative (projects $2-5k)
Average setup fee US$440
Average cost to acquire new client
US$700
Average time in funnel 27 days
Average conversion from trial to paid
36%
Employees 1-35
Average revenue per client (ARPC)
$180 - $290 + services (up to $15k/month/acc)
Average setup fee $0 - $2,000
Average cost to acquire new client
$500 - $3,000
Average time in funnel 15 - 180 days
Average conversion from trial to paid
20 - 70%
VARs
9
65%
35%
Direct
VAR
31%
69%
Direct
VAR
Number of Active Accounts Revenue Generated
10
6%
94%
Direct
VAR
Support Man-Hours
VAR: 20 man-hours to support 900 accounts
Direct: 320 man-hours to support 500 accounts
Efficiency increase of 600%
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ChallengeDifficult to identify good VAR prospects
StrategyFocus on Agencies and Consultancies
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ChallengeCase for product agnosticism
StrategyCreate brand loyalty & recurring revenue
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ChallengeLong lead sale
StrategyEncourage use of the software directly
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ChallengeDifficult to find qualified business development staff
Strategy
Patience
141414
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ChallengeEducating VAR staff
StrategyCertification program
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The VAR Cheat Sheet
1. The product must be designed to VAR from the beginning
2. You must know your VARs and be prepared to insulate their brand
3. Get the VAR to use your product
4. Prepare to spend 10x the time training and supporting your VARs
5. Use automation to streamline sales, marketing, and on-boarding
6. Treat your VARs with abundant support
7. Share your usage and marketing data with your VARs
8. Be careful with exclusives
9. Be prepared to provide a parachute in case of total failure
10. Listen to your VARs and let them help you drive product development
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Amplify Your Growth Through Resellers
Lars Helgeson CEO/Founder, GreenRope
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Thank You
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