Overview

The following doc will provide details around milestones for product, marketing, engineering, analytics and more prior to investing our debt vehicle into growth initiatives. Due to the nature of acquiring a fixer upper like IDT, we want to ensure we don’t run into the leaky bucket issue (sending traffic into the website and product only for potential customers to churn quickly thereafter). That said, the mantra of perfect is the enemy of good should apply here as we can fall into the trap of continuous optimization without ever launching growth and driving sales and revenue.

Strategy

Questions we should have an answer to before funnel growth

• Who is our customer and what problem are we solving?
• What is our AHA moment and can we measure it?
• Does our marketing message concisely provide the problem and solution statement?

Tasks

Product

• [ ] Ensure onboarding is implemented in Intercom
• [ ] Ensure paywall is removed and any other friction in the account creation process is optimized
• [ ] Ensure app performance doesn’t impact attrition
• [ ] Ensure we have a way to figure out individual vs. teams why they activate and why they churn

Analytics

• [ ] Ensure full funnel analytics is done (website traffic > click get started > account creation > create task > active subscriber, etc...)
• [ ] Ensure we have an understanding and system of the largest areas of drop off so we can hypo and optimize
• [ ] Ensure we have a way to understand churn reasons in a automated fashion

Marketing

• [ ] Ensure bounce rate improves from current 90% to 70%
• [ ] Ensure performance on page improves (site speed)
• [ ] Include more hi-res images to improve credibility
• [ ] Ensure lead generation funnel is done via Intercom (book demo)

Owners

@Will Cheung @Varun Chopra @Robin Wang

Next steps

IDT Growth Experiments