Just about a year and a half ago I sat through a very small talk by Bill Warner. I'm a big fan of Bill's in Boston. He's had some real big wins, and losses, and speaks honestly and openly about all of them in a way that few people I've ever met are able to do. And he seems like a really humble, good guy. I dig him.
Well. In that small talk that Bill gave, he asked five people in the audience to pitch their ideas to the rest of the crowd. Each person stood up. Did their 30-second pitch. And sat down. The exercise lasted only but a few minutes.
Each pitch went something along the lines of the following: "Hi. My name is John. And I run a company called X. X is a digital media solution that connects brands with consumers in a unique way. Our algorithm does a, b, and c. This piece of technology does THIS, and THAT, and THIS, and THAT."
Directly following, Bill asked three members of the audience who had not pitched to repeat what each of the five people had pitched. It was a mini game of telephone, testing to see if the three could remember what each of the five pitchers had said. And guess what happened. Yep. All three of the people bumbled through trying to repeat what it was they THOUGHT each person had said. Almost all were off by a sizable degree.
Then Bill said something I'll never forget (this is not a direct quote, but is damn close): The next time you are pitching your idea, I want you to pitch intention. Not tech. I want you to tell me what you intend to do. Not what your technology does. It's unbelievable how little human beings relate to technology. They will forget your technology. They will not forget your intention. Pitch intention.
Bill went on to demonstrate how beginning your pitch with the words "I intend to BLANK," is a significantly more successful way to pitch than beginning with "my technology does x, y, and z." People do not relate to technology nearly as much as they relate to humans, what they intend to do, and what problems they are solving.
Next time, instead of pitching your technology, pitch your intention.
Here are some examples:
"I intend to make collecting payments online easier" (WePay).
"I intend to transform the way people shop for jewelry" (Gemvara).
"I intend to change the way people consume content" (CampusLIVE).
Mike Miklavic is a very good buddy of mine. He also happens to work alongside me at my company. The second happened first. But the first takes over the second. Friendship is a beautiful thing.
Mike recently wrote a blog post titled Learn how to Code. Read the post. If it interests you in even the slightest morsel in your body, please contact Mike at mike@campuslive.com with questions / thoughts / comments / love notes. He'll be happy to speak with you. His goal is to help as many young people in the city interested in programming. Even if you haven't touched a lick of code...
Here's the recap:
1. Go toCodeAcademy. Try this puppy out. It will get you understand what it even means "to code."
2. DownloadNotepad++ if you are on Windows. This is where you'll type your code.
HOLY SMOKES. BUILD THINGS!!! But I don't know how!!!!!
That's why you need to do steps 1 - 4 first peepoze! Try it out. GO! And reach out to Mike with questions. He's here and happy to help. Mike for Web Development Presidentttt!
Last year in September 2010, I posted a post on Groupon's discussion boards. It would go on to remain on the front page of the boards for weeks and gather hundreds of comments. The discussion boards would later be removed by Groupon entirely, only to be replaced at a later date. I actually found a picture of it that is on Stumbleupon (http://www.stumbleupon.com/url/www.groupon.com/community/discussion/2858/topics/56095), but it has since been removed.
Today, I will be reposting the post (completely unedited) I made 16 months ago.
My name is Ryan Durkin. I am a proud Groupon customer, having bought a number of Groupons now and being extremely pleased with not only the deals, but the company as a whole. Groupon is fun. Young. Exciting. It is everything a young 20 year old from Boston likes in an internet company, with an extremely creative business model and extremely impressive growth. I have recommended Groupon to most likely hundreds of my own friends through word of mouth, and thousands (perhaps) through social media outlets. Needless to say, I am a big fan.
I have also been very pleased by Groupon’s customer service. Their return policy is outstanding (although I have never used it). They are quick to answer any emails regarding questions / timing on deals. They are great.
However.
It is now clear to me the fatal flaw of Groupon that they will need to address, should they want to succeed in the future. After all, it’s been proven that one bad experience for a customer can affect the perception of many others.
What is it you ask?
It is the level of customer service delivered by not Groupon itself, but of its local business partners.
Groupon has predominantly worked with local partners in the past. 50% off at restaurants, hair salons, massage parlors, site seeing tours, etc. Many of these companies are in the industry of hospitality. After all, I would argue that the majority of surviving and enduring businesses today pride themselves in at least one of three areas: price, quality, or customer service.
So the question I ask is: How can a deal generating business, like Groupon, control the level of customer service that local business partners provide?
Let me illustrate my point through a story:
This past weekend I decided to use two Groupons I had bought at East Coast Aero Club in Bedford, MA for a helicopter ride for me and my new girlfriend (we have been dating for two months). When I arrived, I was told I would have to buy a third ticket for an extra $99 because “each helicopter must fly with three people.”
Now. Here is what the Groupon stated when I purchased my two Groupons (one for myself, and one for my girlfriend): “Each tour requires three people to fly, so bring along the other two vertices in your bizarre love triangle. If you don’t bring along your fellow flying aces, East Coast Aero Club will randomly pair you with one or two other strangers or pre-friends, depending on one’s outlook.”
I have provided the link here so that you can read the full text as well for yourself: http://www.groupon.com/boston/deals/east-coast-aero-club-boston
AT NO POINT, prior to purchasing this Groupon, did it state that I would have to buy a third ticket in order to take this helicopter tour. Instead, it says that East Coast Aero Club (the local business partner / provider of this Groupon) would be responsible for matching us up with a third: “If you don’t bring along your fellow flying aces, East Coast Aero Club will randomly pair you with one or two other strangers or pre-friends, depending on one’s outlook.” Now, here is the fatal flaw of Groupon.
The representative of East Coast Aero Club asked me and my girlfriend if we would split up to ride with two other couples that had arrived so that they could fill their helicopters with three passengers each. I said that I would prefer we stay together, seeing how (I would imagine) 90+% of couples buying a $198 combined total Groupon of a site seeing tour over the city of Boston would do so because they would want to share in the experience together, rather than in separate birds. Call me crazy, but hey… I’ve been called worse things.
I explained to the representative of East Cost Aero Club that I in fact did not want to split up with my girlfriend and would prefer to wait for singles to come. The East Coast Aero Rep, who clearly had a full roster of everyone coming that day to use their Groupons, said he did not think any more singles would be coming (which later turned out to be a lie). And thus, each couple would be forced to buy a third Groupon each in order to fly (an additional $99 out of our pockets). While disappointed I would have to spend an additional $99, I realized it was not the end of the world. This forced $99 purchase was not stated on the website at the point of purchase, but hey, worse things have happened and life moves on. I would have only written a little note to Groupon asking them that in the future they remember that with these helicopter deals to check their facts first and be more upfront with the wording on the website. It is a bit misleading when you read that “East Coast Aero Club will randomly pair you with one or two other strangers,” when in actuality East Coast Aero Club does not match people up beforehand (when they easily could) and instead force you to spend an additional $99 to do what you already paid $198 to do. Perhaps poor operational experience on behalf of East Coast Aero. Or perhaps they know they’ll be making an additional $99 per poor couple of two that walks through their doors and does not want to split. Poor operation experience or poor ethics. Most likely both.
I began to ask questions to the East Coast Aero Club representative as to how many other customers had this experience. He did not give me a straight answer.
Instead he said this in a very snooty tone: “It costs $400 to fly our helicopters, and we’re only making $297 on each flight.” (For all you reading this, $297 is the cost of three riders using a $99 Groupon each.) From there, he went on to say how East Coast Aero Club “losses money on these Groupons.”
People who know me know that I am a VERY easy going guy, who gives people the benefit of the doubt far more often than I should, who looks to find the good in everybody. I am a huge supporter of the principles of Dale Carnegie, and strive my best to avoid arguments at all costs. But, I ask myself this as a small business owner myself of 10 employees: Why would ANY BUSINESS on earth do a deal in which they LOSE money in the long run? It makes no sense. Zero. The entire Groupon business model, from what I gather, is to bring large groups of people together for the specific purpose of getting a good deal (at the customer end), with numerous benefits at the local business level / Groupon provider, including but not limited to: a large influx of new customers, the opportunity to build repeat customers, and the growth of new demographics based on locations, ages, and races. NOT TO MENTION revenue paid ($$$) upfront on behalf of Groupon and revenue ($$$) for the business from customers who buy a Groupon on the website but never show (the sales for nothing model).
So here I am. Sitting in the terminal of East Coast Aero Club. Thinking to myself: where is the disconnect? Why is this East Coast Aero representative giving me attitude and such POOR customer service? Where did his hospitality go? (Remember, at this point I have already purchased a third additional $99 Groupon and have started calling friends to see who would like to join me on my romantic date over Boston with my girlfriend.) Why is this East Coast Aero representative explaining to me all of the reasons why Groupons are costing the company money, and why is he showing me (AND MY GIRLFRIEND) disrespect?
Because he was not properly trained on the Groupon business model.
East Coast Aero Club benefits by partnering with Groupon. Ask the 696 customers who bought the East Coast Aero Club Groupon on September 12, 2010. OR BETTER YET… ask the 2552 East Cost Aero Club customers that bought one on March 19, 2010! East Coast Aero Club, I have a feeling, made out pretttttyyyyyy damn well from these two deals on two different days this year. If they hadn’t, then why ON EARTH would they have run a second Groupon with Groupon? Why would they be a repeat customer? Am I right? OR AM I RIGHT?
Groupon. I am not asking for a refund. Like I said… I like you guys.
WHAT I AM ASKING FOR, is for you to increase the amount of time and dollars you spend on TRAINING LOCAL BUSINESS PARTNERS ON YOUR OWN BUSINESS MODEL. I ask this FOR THE SOLE PURPOSE for higher levels of customer service and hospitality on behalf of your partners. Look. I know you can’t influence the words that come out of other’s mouths. Sometimes, people say things they shouldn’t. I know I have many times in my life. What you can do however is influence the amount of training your partners receive. Groupon customers should not be treated like second rate customers by your partners. They should receive the same level of service with the same level of hospitality. No deal / discount model on earth should influence those two points. AND IT CAN BE CONTROLLED through proper training. Not eliminated entirely. But certainly controlled.
Please let me know what you will do about this issue within your company. I want you and all the other group buying sites to do well (BuyWithMe, LivingSocial, etc). You bring enormous value to people in their lives and have allowed me to do things I would normally not be able to afford. But, in the long run, you must figure out this customer service disconnect. The success of your business ultimately depends on it.
I think this slide says it all, but to anyone who is questioning what the scoop is: CampusLIVE is hiring web developers, and I'd love introductions to great web developers. Thanks peepoze!
"I got work to do, I got a job yeah." - Vanessa Williams
This post is brought to you by Dan Smith, VP Marketing at CampusLIVE. Stud. Beast. Monster. Killer. Dan has been mentoring students interested in Marketing Analytics in Boston for the past ten years in Boston. He is a great resource for students interested in becoming the best in marketing analytics in tech. And Dan writes...
I've been getting this question often: "What types of positions in marketing are available for students graduating from college?!?!"
Well. Here's the deal. It's certainly no easy road to obtaining a job in this market, but before you start looking, you need to know two things: 1. what to look for and 2. where you fit in to the master puzzle. I’ve been fortunate enough to work at several early stage companies over the past few years. And I’ve done a ton of hiring. First as a Director of Online Marketing at BuyerZone, then as the VP of Marketing at Gazelle, and now as the VP of Marketing at CampusLIVE. I have a pretty good idea of the types of marketing skills early stage companies need, especially consumer focused ones. Here are three jobs that I’ve hired for in the past that are obtainable by students coming out of college. I've also included the skills that I hire for in each:
1.Marketing Analyst / Online Marketing Analyst
A. Responsibilities: Data analysis, Reporting, Managing “beginner” paid acquisition channel
B. Requirements:
i. Analytical and problem-solving skills
ii. Logical and critical thinking
iii. Quantitative dominance
iv. Ability to do math without a calculator
v. Solid communication skills
vi. At least moderate creativity
vii. Classes in Math, Econ, and/or Business (nice to have)
For this position, I look for a quantitative stud first and foremost. You gotta have the analytical chops to pass the test, and if you can’t do math without a calculator, get learning. The great thing about paid online marketing channels like Google Adwords is that if you have an analytical and quant mind, you can learn it fast, and you’re gonna love it. So I don’t need you to have tons of experience, because I can train you quickly if you have the right mind. It’s not all quant fun and games though, you also have to be able to communicate and have at least some creativity, because you’re gonna be writing ad copy.
A. Responsibilities: Production of marketing materials, Event management, Copywriting, Catch all for whatever else needs to be done
B. Requirements:
i. Creativity
ii. Excellent written and oral communication
iii. Borderline OCD organization skills
iv. Project management skills
You need a creative and organized jack-of-all-trades in every start-up marketing group. Sometimes this is difficult to find, because creative people may not always be the most organized, and vice-versa. But I’ve been able to find a few right out of school. I look for someone who has extreme attention to detail, because they’re going to need to manage lots of projects, from producing postcards and posters to executing events. You need to be able to communicate well, because you’ll be dealing with vendors. And you need to be creative, because you’ll be writing lots of copy and working with designers. If you can’t describe projects you’ve managed soup-to-nuts, you’re not gonna cut it. And if you can’t come up with a few creative ideas on the spot, it’s not gonna work.
3. Community Manager/Social Media Manager
A. Responsibilities: Customer care, Facebook and Twitter management, Building and fostering the community
B. Requirements:
i. Excellent written communication
ii. Natural connector
iii. Experience with personal Facebook and Twitter accounts
iv. Caring nature and organizational skills
There’s no way around it these days, every company needs a presence on the social networks. And every company needs someone who fosters the community and looks out for the customers and users. I look for someone who cares about people first and foremost. You need to show how you can connect with people and understand their needs. You also need to be a genuine social media user (not someone who just signed up for twitter a few days before an interview). If you come in for an interview and talk the entire time, you're not the guy for this position. The best candidates for this position spend way more time LISTENING and PROBING for answers they believe can tell them more about the interviewer. These people GENUINELY LOVE LEARNING ABOUT OTHER PEOPLE. But you also have to be organized. There’s a lot of interaction to manage, and it can get out of hand quickly.
Besides the requirements above, there are 3 things I look for in anyone I hire:
1) Work ethic and drive – This is an obvious one, but at an early stage company, slackers won’t survive.
2) Proactive/taking initiative – I cannot stress how important this one is. I need people who will not wait around for direction, but instead will look for opportunities and seize them.
3) Project management – Executing flawlessly is critical, because there’s no time for a re-do. And if I have to micro-manage someone in order to get a project done right, I’ve just wasted a ton of time.
If you believe you fit into one of these three areas, my advice is to first go online and research up, down, left, and right as much as you possibly can about the positions. If you believe you have what it takes to be the best in the world at one of these, contact me: dan@campuslive.com. If we're not hiring, I can still give you good advice to transform yourself into a monster beast.
My name is Ryan Durkin. I write so that I will never forget where I came from and what I stand for. I hope that this will motivate young people to realize their potential and become more productive than they ever imagined. That would make me truly happy.
My name is Ryan Durkin. I write so that I will never forget where I came from and what I stand for. I hope that this will motivate young people to realize their potential and become more productive than they ever imagined. That would make me truly happy.
