Question

Topic: Strategy

Kick Starting A Service

Posted by Anonymous on 6/11/2004 at 6:49 AM ET 500 Points
Hi

I'm launching a new company to sell overnight dictation/typing (live now for a preview & full service description @ [inactive link removed] )

Registered users can dictate from any phone, up to midnight, and download from their secure account area on the web, after 8 am the next morning.

& guess what - we've got no money for big campaigns!

Well, not quite: if something can be easily tested, then it's a candidate.
If it produces a) traffic and b) registrations, with a positive RoI, then there's cash for that.

So I'm looking for inspiring ways to kick start this.

Any thoughts?


tia

Will Rowan

[Moderator: Inactive link removed from post. 2/14/2011]
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RESPONSES

  • Posted by Pepper Blue on 6/11/2004 at 1:25 PM Accepted
    Hi thecustomer,

    I saw no mention of a "Free Trial" such as first "10 minutes dictation free".

    This is essential, my first thought was this is a great service, however I want to try it out first.

    Also, I noticed your pricing in pounds, if you are targeting US business you should think about putting the pricing in US dollars, that would be very helpful for the conversion challenged.

    Good Luck!

  • Posted by SteveByrneMarketing on 6/11/2004 at 1:45 PM Accepted
    A quick Google search revealed Copytalk, a competitor (at least a perceived competitor, even if not exactly like your business model). https://www.copytalk.com/index.htm

    This is good news. Copytalk has achieved some awareness for their brand and the product category. Try positioning Morningpapers relative to Copytalk – e.g. number two, but better for these reasons, or better yet something very specific (this will take some time to develop). The point is to leverage what’s already known in the marketplace to gain brand awareness for Morningpapers. Next, article placements to editors interested in this category would be a great way to go. Once you have an article discussing the segment and including Morningpapers' positioning stance BROADCAST IT. If the article is online, sent out emails with a link to the article. Or with permission send pdf’s.

    Hope this helps
  • Posted by SRyan ;] on 6/11/2004 at 2:43 PM Accepted
    Think about FAMILY STORYTELLING. I wonder what would happen if you approached some geneology websites and let them know about your service. I for one would love to record some of my grandma's stories and get them transcribed.

    It's not B2B, but who knows? Big market!

    - Shelley
  • Posted by Peter (henna gaijin) on 6/11/2004 at 4:27 PM Member
    I took a look at the sight. Some comments:

    - it might be good to add some quotes from customers. This would help reassure me that this is a real business which has worked for others.

    - I assume you are offshoring the work. You may want to play up this. Talk about how you use the latest technologies to transfer the dictated work, use native english speakers located in other time zones to do the work while the customer sleeps, pass on the advantage of lower costs from overseas labor, etc.

    Ok, how to find customers? If you haven't already, you should choose a market segment to go after, then start rersearching that segment. Many startups believe that the whole world could use their product and try to get anyone to sign up. But focus is much more effective, as you only have so much time and money. So you should choose a segment that would be easiest yet profitable to go after and hit it (and expand to others after you get into one). The segment probably would include industry, title(s) of people within that industry who would use us, and country (presumably UK).

    Start finding out what these people in your target segment read (magazines, web sites, etc.). Look for bulletin boards on those web sites to post in (not direct ads, but respond to relavent topics talking about how yuor service has helped others). Look for opportunities to write articles with success tories. Send the press releases on your service. Perhaps even advertise.
  • Posted by Blaine Wilkerson on 6/12/2004 at 9:53 AM Accepted
    As far as customers go, your biggest market is going to be physicians and attorneys...hands down, no doubt.

    But I read your terms which can quickly turn an eager prospect into a former customer, and talk about viral marketing in a dictating community like the medical field...ouch!

    I won't state the terms in question verbatim, but I will list the numbers and brief coments for your review:

    Items 3,4,5 - Security issues. Hardly convincing. What methods of security do you use? Are legal stipulation placed upon the transcriptionsists or are clients supposed to trust their integrity?

    Items 10, 11 - Liability. Umm..in anutshell, I gathered from what I read, you do not take any legal responsibility for any errors on your end. This is a HUGE topic to consider. If I dictate a letter to a client and you make an error which causes me to lose thousands of dollars, looks like I am SOL. I understand I am supposed to review the content. PErhaps that is your motivation. If so, you may want to remind people several times to CHECK THE WORK FOR ERRORS BEFORE SENDING OUT.

    Items 14, 15 - Legal and profane issues - How do you know what is illegal or not? Is an attorney one of the transcriptionists? And regarding the ommssion of any "hostile or harmful" information, are the customers at the mercy of your opinions and discretion as to what is considered non-inflammatory? I would be careful about stating someone is doing something illegal unless you can prove it. You may end up getting in a lot of trouble for delaying an important document.

    Basically, I think you have a great idea. Hospitals in the US already utilze this technology for the physicains who come in on-call so they can dictate on their way home or after hours. But it is for the hospital only. Physicians may consider your service for their private practices, but you would have to meet US privacy standards (HIPAA) before anyone over here would even consider it. Plus, it would have to be cheaper than what they are already paying.

    Students may be a good market but they are not known for their financial stability. Last minute reports would be a great way to market to them.

    I think the others already gave you some great ideas regarding free trials, referral bonuses, etc. You have a great idea, but as I mentioned above, I forsee some of your terms becoming the terms of your bankruptcy if not revised in order to instill more confidence. Especially with the security issues.

    Sorry to be the devil's advocate here, but just thought I should point out some potential pifalls!


    Good Luck!
  • Posted on 6/13/2004 at 7:26 AM Author
    Hi

    thanks to all - great quality thinking. Drop me a line & I'll set you up for a 5 page free trial. It's the least I can do.

    WBMSTR - yep, it's in the mix... give us a month. Good to know you think referrals will work.

    Michelle - Excellent - thanks for confirming our thoughts... and I hadn't thought of flyposting Colleges. That's one for the Autumn - maybe we should start recruiting posters in Aug/Sept on a 'flypost for free typing' basis.

    SRyan - Brilliant - I love the idea. Thanks.

    Peter - yes, agreed. It's good to have our thinking confirmed.

    Jett - you're right - insofaras we need to make the T&C's part of the marketing. The service meets the transcription industry's high security standards - we clearly don't make that point loudly enough in the T&C's of the main site pages. Thanks. Invaluable.

    & apologies for taking till Sunday to get back to you... BT adsl have been offline since Friday mid afternoon - strange, but painful when you're tyring to launch an online business.

    thanks - any more ideas?

    Will at morningpapers.com
  • Posted on 6/14/2004 at 3:44 AM Author
    Hi

    I missed Pepper Blue's response on my run through last night - ... we've tried free trials, and they don't pull like trains (surprisingly). So for now the pages bought at Registration are close to half price.
    And you're right, that offer needs to be positioned clearly & placed upfront.

    thanks

    Will
  • Posted on 8/7/2004 at 10:49 AM Author
    Hi Paul

    yep, we've seen & noted Copytalk - same sandpit, different approach.

    And hopefully both working to grow the same marketplace

    Thanks for your good wishes: may you prosper too.

    Will
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