Learn how to construct your Customer Funnel by identifying the types of tools you need to integrate into your product to enable your Startup to operate at optimal efficiency.

1. Productivity Tools for
Startups
By Audrey Melnik

2. Founded 2 Startups (1 B2B, 1 B2C)
Have lived in Silicon Valley for past 4 years
20 Years in Consulting, Technology and
Startups
Lived in Melbourne, New York, Tel Aviv and
San Francisco
Went through 500 Startups
Audrey Melnik

3. Fostering Relationships with Startups, Investors,
Corporates, Governments and other
participants in Startup Ecosystems.
Providing:
• Investor tours and other tours to Silicon
Valley
• Go to Market Strategy and other
services to Startups looking to enter US
Market
• Innovation Consulting and Training
• Productivity Consulting
Funnel Ventures

4. What is a Productivity Tool?
A tool that helps a non-technical user perform a function or
set up an automated sequence of events to handle a
business problem

5. Overview
• What do we need to achieve and how can we do this in an efficient
manner?
• So many tools, so little time!
• Don’t distract the developer!
• More information is at our fingertips
• How do we assimilate this information to enhance the user experience
and achieve our goals?
• SaaS biased

6. Remember this?

7. The Customer Funnel

8. • Content Marketing
• PR
• Lists (eg. ProductHunt)
• Online Advertising
• SEO
• Lead Generation
• Email Outreach Campaigns
• Landing Pages
• Email Capture
Goal: Get User to Discover your product

9. • Nurturing Emails
• Email Marketing Campaigns
• Conversion Optimization
• Email List Management
• Retargeting
• Social Media
Goal: Get User to Sign up for Trial or Purchase

10. • Behavioral Emails
• In App Messages
• Online Chat
• Onboarding
• User Behavior Analytics
• Payment Subscription Management
• Screen Recording
• App Notifications
Goal: Get user to Convert to a Paying Customer

11. • Knowledge Management
• Contextual Help
• Support Ticketing
• NPS Survey
• Pipefy
• Online Chat
• Screen Recording
Goal: Educate User and Respond to Questions & Issues

12. • Payment
• Dunning
• Invoice Generation
• Mid Trial Purchase
• Plans & Packages
• Discount Codes
and
• Offer Upgrades/Additional
Products to Happy Customers
• Discounts for Upgrades
(esp. To Annual Plans)
• Upgrade (and Downgrade)
Calculations
Goal: Support Subscription & Payment Goal: Encourage Greater Spend

13. • Advanced Dunning Emails
• Detecting Inactivity
• Understanding your Ideal Customer
• Screen Recording
• User Behaviour Analytics
and
• Incentives to Refer to Friends
• Affiliate Programs
• NPS Survey
Goal: Retain Customers Goal: Get new Customers from
Current Customers and Partners

14. Growth in Productivity Tools
• Startups are solving their own problems with new tools
• Removing the developer as the bottleneck
• Solving very targeted problems
• Need integration into broader processes
• Need to track with Metrics Tools

15. Keys to Smart Automation
Customer Behaviour
● How they interact
● When they interact
● How often they
interact
● When they stop
interacting
Trigger sequences of
actions based on a set of
attributes and behaviours
Customer Attributes
● Plan
● Signed Up Date
● Demographics

16. Integration Tools
• Segment
• Zapier
• The Center by Leadpages (private beta)
• IFTTT
• Relay for Slack

17. Layers of Execution
Tools
Funnel
Stage
Playbook

18. Playbooks
1. Automating your NPS Survey
Blog Post: http://funnelventures.com/2016/02/how-to-
automate-your-nps-survey/
2. Discount during Trial
Blog Post: http://funnelventures.com/2016/06/trial-
discount/

19. Playbook: Automating your NPS Survey

20. Wootric

21. Zapier

22. Slack

23. Drip

24. Pipefy
Full playbook defined here: http://funnelventures.com/2016/02/how-to-
automate-your-nps-survey/

25. Playbook: Discount during Trial
When coupon is applied

26. Productivity Tools for
Startups
Questions?