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Customer churn can kill your startup

108 点作者 tomblomfield将近 11 年前

12 条评论

mikepmalai将近 11 年前
From what I&#x27;ve seen, low churn businesses tend to have 1 or more of the following characteristics:<p>1. Network effects: Your product is a key (or highly integrated) part of an industry&#x27;s value chain.<p>2. Process lock-in: Your product is a key (or highly integrated) part of your customer&#x27;s work flow&#x2F;process.<p>3. High ROI and&#x2F;or Low Cost of Ownership for the Customer: Use of your product generates compelling economics for the customer.<p>4. Behavioral lock-in: The network effects are eroding, the work flow is changing, and the ROI is shrinking, but the customer still uses your product out of habit&#x2F;familiarity&#x2F;convenience&#x2F;culture&#x2F;loyalty&#x2F;etc.
zeeshanm将近 11 年前
Great article. Validates the point that it is super important to rather have a few users who love your product in the early days. Massive churn rate in addition to killing startups can also impact more established companies. For example, Zillow has been having over 30% churn rate annually. But at the same time they have been able to acquire new customers to keep the momentum going. More than 10% of total realtors in the US have subscribed to Zillow&#x27;s premier agent program at some point. Needless to say only startup are not prone to underestimating churn rate. Zillow&#x27;s stock price doubled in last one year as their revenues &quot;grew.&quot; But I suspect they are soon going to hit the glass ceiling with this high of a churn rate.
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socrates1998将近 11 年前
This is a really interesting article. The graphs really illustrate the differences.<p>I always had a problem with Groupon&#x27;s model, but I couldn&#x27;t explain it as well as the author did.<p>I think people often lose sight of the most important part of a business, that your customers really enjoy and like it, this makes sure they stick around.<p>Groupon&#x27;s problem is that no one really gets a lot of value out of it. The businesses that use Groupon often don&#x27;t see the customers returning and they usually lose money from the Groupon promotion.<p>Even people who use Groupon often complain that the business can&#x27;t handle the massive rush that Groupon causes, so they usually have a subpar experience when they actually try to use the discount.<p>Groupon is only really good for one party, Groupon. Everyone else is left with a bad taste in their mouths.
wdewind将近 11 年前
This was a super interesting article, Tom. The two graphs you have really tell a clear story, and I really enjoyed how you laid out different strategies for different market types. This makes it very obvious what customer acquisition levers you&#x27;re talking about, as well as what happens when you pull on them. I&#x27;ve been very impressed with your writing, between stuff like this and the Grouper Rails Missing Parts series. Please keep it up!
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elohesra将近 11 年前
The article states that some startups succeed because &quot;they’ve found some viral loop, the crack cocaine of startup-land&quot;. My question is whether these things actually exist? The only kind of business I can think of where something like this really applies is media-styled companies aimed at young people. But this type of company doesn&#x27;t really seem to be the kind of company the article is talking about. I can&#x27;t think of any business-to-business companies (as &#x27;upselling&#x27; implies) that have any kind of viral loop, so it seems to me that the article conflates high-growth media-companies with high-revenue business-companies, and then argues against a hypothetical business company working on user acquisition as if it were a media company.<p>Am I wrong here? Is there some sort of viral concept for business-to-business companies?<p>EDIT: Just to clarify what I mean by the fuzzily defined term &#x27;media companies&#x27;, I mean companies whose product is in one of the low&#x2F;no fee media spaces, like social media or digital media.
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avelis将近 11 年前
This article is true for any business with paying customers.<p>A great way to see how you can reduce customer churn and increase customer loyalty is actually asking if your customers would recommend your business to a friend or colleague. Since word of mouth is very valuable, knowing where you rank on a scale of 0-10 can be insightful in understanding how to improve your business.<p>One system to manage such engagement is called Net Promoter Score (<a href="http://en.wikipedia.org/wiki/Net_Promoter" rel="nofollow">http:&#x2F;&#x2F;en.wikipedia.org&#x2F;wiki&#x2F;Net_Promoter</a>).<p>Note: I work for Promoter.io which provides a service to do this.
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dmourati将近 11 年前
I think he stole those graphs (or at least got the inspiration to them) from Phil Libin at Evernote: <a href="https://vimeo.com/11932184" rel="nofollow">https:&#x2F;&#x2F;vimeo.com&#x2F;11932184</a> @13:25.
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sqrt17将近 11 年前
Summary: - If you chase your customers away, it&#x27;s bad for business - You can chain them to your business using anti-competitive tactics<p>Is it just me or is it just a myth of the startup world that a good product is a sensible idea for businesses?<p>For some reason, many business people seem to take a bad (or at least nondifferentiating) product as the default assumption. Maybe because that&#x27;s where you need them the most, and companies creating good products are most in need of good engineering talent.
Sindrome将近 11 年前
Everything can kill your startup
k8thegreat将近 11 年前
It&#x27;s interesting to read about all these statistics and metrics and to think about Groupon&#x27;s strategy in customer acquisition and retention. I heard about a startup that is focusing on the social side of acquisition and retention a lot more than just pushing out deals. It&#x27;s pretty interesting; I&#x27;d like to hear what you all think. www.spendingkarma.com
alexatkeplar将近 11 年前
A few tell-tale signs that a B2B company may be dying from churn:<p>1. A homepage which seems over-optimized for new customer signup (&quot;how do I get past this splash screen?&quot;) versus supporting existing customers<p>2. An over-emphasis on committing to a year&#x2F;over-generous discount for an annual commitment<p>3. An extremely short trial period
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Mikeb85将近 11 年前
Who&#x27;d have thought that retaining customers is important to a business?
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