Jonathan Siegel Stanford EE Computer Systems Colloquium Jan 22, - - PowerPoint PPT Presentation

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Jonathan Siegel Stanford EE Computer Systems Colloquium Jan 22, 2013 Embracing Failure Failure Failing s a P x u a F Flunking Floundering Failure Fiasco Falling flat n g l d i F o Flopping g n i l z z i F F

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Jonathan Siegel

Stanford EE Computer Systems Colloquium Jan 22, 2013

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Embracing

Failure

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Failure

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Failing Flunking Floundering F a u x P a s Fiasco Flopping

Failure

Falling flat F i z z l i n g F

d i n g F l a c c i d

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If ¡we ¡don’t ¡ succeed ¡we ¡ run ¡the ¡risk

f ¡failure

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FAILURE

is not an option

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It’s ¡4ine ¡to ¡celebrate ¡ success ¡but ¡it ¡is ¡ more ¡important  to ¡heed ¡the ¡lessons ¡

f ¡failure

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I ¡want ¡to ¡fail ¡ as ¡quickly ¡as ¡ possible

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“

Success  is ¡99%  failure

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Failure

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Jonathan Siegel

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B.Sc.

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B.A.

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Ph.D

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Hobby

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Success ¡is ¡the ¡ability ¡ to ¡move ¡from ¡one ¡ failure ¡to ¡another ¡ with ¡no ¡loss ¡of ¡ enthusiasm

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FAILURE

I

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1

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Big Red Button

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2000 R.I.P .

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1

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2

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SLIDE 54 color palette

ne color

black / white tagline letters the easy way. CSM 12345** MR JOHN DOE JOHN DOE COMPANY 12345 N MAIN STREET SUITE 1234 ANYTOWN USA 12345-6789

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– CPA

CLV X

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SLIDE 62 The Test – Web-based

Target market segments (small biz,

legal, etc)

Design the pieces – faces of the
ffer:

– 3 emails, 3 landing pages, 3 checkouts » Subscription, packages (banked), per transaction

Small trial in the 10s / 100s
Select partners’ lists (pros/cons, risk)
Email to 3 for 5K each, CPA-based

The Test – Goals

J2 emailing: 1% response rate
PPC: 10-20% CVR
Business model:

– Subscriptions – Pay as you go » Pre-paid » Per transaction

Create financial model

– Acquisition cost, COGs, etc.

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2005 R.I.P .

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2

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3

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SLIDE 72 Maxim H, Inc. Attn: Accounting 12345 South Main Street, Suite 1234 Anytown, USA 12345 REMIT TO INVOICE DATE INVOICE # 01/01/2005 123456789-0 Maxim H, Inc. Attn: Accounting 12345 South Main Street, Suite 1234 Anytown, USA 12345 ACME Client Attn: Accounting 12345 South Main Street, Suite 1234 Anytown, USA 12345 ACME Client Attn: Accounting 12345 South Main Street, Suite 1234 Anytown, USA 12345 REMIT TO BILL TO SHIP TO PO NUMBER TERMS SHIP VIA FOB REP QUANTITY ITEM CODE DESCRIPTION PRICE EACH AMOUNT TOTAL DUE DATE THANK YOU PLEASE RETURN BOTTOM PORTION WITH YOUR PAYMENT INVOICE DATE INVOICE # DUE DATE AMOUNT DUE AMNT ENCLOSED ADDRESS CITY STATE ZIP PHONE EMAIL 01/01/2005 123456789-0 01/01/2005 $10,000.00 ADDRESS CHANGE PROJECT $10,000.00 01/01/2005 100 000-1 Blue 10.00 1000.00 9 000-2 Orange 1000.00 9000.00 123456789-0 NET 60

FedEx

xxxx

Pay this invoice quickly and easily online at www.BillASAP.com with the invoice code below. INVOICE CODE AB123456-C

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2005 R.I.P .

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3

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TAKE-AWAYS

SLIDE 84 Oops!

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1

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2

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3

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2 1 3

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This ¡thing ¡we ¡call ¡ failure ¡is ¡not ¡the ¡ falling ¡down ¡–

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This ¡thing ¡we ¡call ¡ failure ¡is ¡not ¡the ¡ falling ¡down ¡– ¡it’s ¡ the ¡staying ¡down

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Q&A

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jonathan.siegel@Rackspace.com

Stanford EE Computer Systems Colloquium Jan 22, 2013