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Is It Axle Grease or Peanut Butter?Productization for Fun & Profit

Axle Grease-Peanut Butter

• 3M – Post-It’s

• Mary Kay’s Skin-So-Soft

• Nylon – accidental pour

• Super glue

Only 3 Ways to Improve Sales

Sell more of it

Sell it to more people

Sell more stuff

Positioning

• Find niche markets

• Find the pain points

• Study TribalSpeak

Case StudyBackup Services

Get Real

• It’s a hosting service

• It’s a commodity

• There’s huge competition

Find the Niche Markets

• Doctors

• Dentists

• Attorneys

• Counselors

Speak to Their Pain Points

• They all need to:

• Keep data

• Keep it safe

• Keep it instantly accessible

Without changing a single process or product spec

MedServe – mission critical back up services for physicians, dentists, counselors, and the legal profession

Become the Brand Leader

… in medical/dental (and/or) legal/accounting backup services

So What, Gillian? That’s Just Marketing Copy

Ok, let’s try it again….

What Have I Got?

•Tools

•SEO knowledge

• Index of the Web

What Can I Sell?

• Tool-based products

• Information-based products

The Whole Enchilada

•SEOmoz PRO• 20+ tools• PRO Guides•Q&A•Discount Store

Step 1 – Segment What I’ve Got

•Subscription:• PRO Guides•Q&A• Tools• API

Step 2 – Explore My Markets

•We already serve trained SEOs & Super-SEOs

• Focus on: •Newcomers• Site Owners• International Markets

Step 3a – What Do They Need?

•Newcomers & Entrepreneurs need:• Mitch Miller!• Simplicity• Information Storage

Step 3b – What Can I Give?

•Newcomers/Entrepreneurs• Guides / Training• Tools in a platform format• Subset of the current PRO offering• Multi-level pricing structure

Step 3a – What Do They Need?

• International Market• Guides / Training• Tools• Translation

Step 3 – What Can I Give?

• International Market• Guides / Training• Partner w/translators

Step 4 –Repackage

RinseRepeat

Follow the Clues

• Assess your current customers

• Assess those you abandon you

• If only it had/did/included…• If only I could just buy…

The Toy Box

• Its’ not your product line• It’s…• IP• Intelligence / Data• Capabilities

The Affiliate’s Toy Box

• Other People’s Products

• Mix and match

Complexities

You may need to:• Create a new product set• Create a new website• Sell the product (collect the

cash)• Revise your agreements

Rewards• Unique product offerings• Niche markets – lower marketing

costs• Sticky product/service line• Long term customers• Raving Fans• Online/offline referrals• Increased profits

Gillian@SEOmoz.orgTwitter: @SEOmom

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