Category: SaaS

Ways To Think About Work In Progress Inflation

Posted on by Christopher Berry

Leopold makes the argument that business agility isn’t software agility [1]. It’s a very good argument. Here’s a few ways to think about Leopold’s insight. Most products are static. A pie is made, purchased, and consumed. As are most physical goods: toasters, fans, mattresses, tables and so on. Most goods leave a residue behind but their core essence is completed. A toaster will persist in the landfill unless it’s dug up later. Otherwise, it’ll go onto form a line in the geological strata. Most virtual goods are static too. A lottery ticket, a podcast, a book, a brand marketing campaign, an episode of Avenue5. Most of these goods are shipped and then they’re effectively gone from their creators. They leave[…]

The Jobs We Hire Stories For

Posted on by Christopher Berry

I used to conjure Louis Del Grande to appear on my television. I used steel wool on the antenna of a black and white set, Tuesday’s at 7 or 8pm, on CBC. Louis played a tabloid journalist that fought crime, fought his wife, fought the Crown, cracked jokes, and in the end would solve the murder mystery with a fuzzy psychic flashback. The show was called, wait for it, Seeing Things. I thought it was neat how he could see the past so clearly, with psychic flashbacks, often at the most inconvenient time. I remember wanting to see the future like that. It was unlike anything I remember watching on television. Last night I scrolled through over a hundred titles[…]

Are surveillance, learning, and persuasion different jobs?

Posted on by Christopher Berry

This is a dense post. Feldman and March, in 1981, wrote “Information in Organizations as Signal and Symbol”. And it makes good predictions about what a management scientist type would say about the purpose of information in an organization. Indeed, just last month, I hyped Carl Anderson’s 2015 original position yet again, in the framing of information as assisting learning. Feldman and March are cited by another piece that’s been weighing heavily since February. Alvesson and Spicer’s 2012 hit “A Stupidity-Based Theory of Organizations” explains why seemingly intelligent people pretend to be dumber than they are. Please don’t misinterpret this passage. It’s not the case that everybody is stupid. Sometimes people act dumber because they have to go-along-to-get-along. Are you[…]

How I made peace with Total Addressable Market

Posted on by Christopher Berry

I was 28 and sleepless when I encountered a marketing version of the logistic function. It was beautiful. It’s one of those things you’re taught about in one context, and when you’re shown it from another angle, it expands your mind. It was like discovering Pi for the first time. I could use it to check the assumptions of a market penetration forecast, and substitute my own estimates for others. I felt empowered and delirious from being able to produce a solid forecast. It became a tool as useful as btau or the crosstab. There’s a part of that math, a variable called saturation, that worried me from the outset. Saturation is the maximum percentage of adoption that a market[…]

The Product Mindset

Posted on by Christopher Berry

Some work is very clearly product work. It’s work on things where the success and failure is dependent on the users of the thing. Your users pay you. Their satisfaction matters above all else. Optimizing for the satisfaction of end users is a distinct activity. Hypotheses have to be assessed and then tested – because it’s very likely that you’re going to be wrong. There’s technology that has to be set up such that it’s reliable and robust for the intermediate to long run. It’s designed to be effective and persistent, with all of the instrumentation that goes along with that. That might include manual A/B testing, user-focused analytics, and extra special attention on the optimization objective. Clear product work is[…]

How Data Driven Cultures Tackle CAC

Posted on by Christopher Berry

Assume that you’re a founder of a tech startup. Assume that you’ve achieved product-market-solution fit. You’ve nailed it. Time to scale. Many founders are great at sales. But not all founders are great at marketing. And that’s a bit of a problem because of three letters: CAC. The Customer Acquisition Cost CAC is the ratio between dollars spent on marketing, and new customers acquired. And it is related to valuation in a very important way. Let me explain. Take a look at the chart below. This is an output from a standard model of SaaS market penetration. Market size is 333,333 customers, the product will approach saturation at 51% of that target, with a monthly churn rate of 0.20% held[…]

Challenging the challenging assumptions about Total Addressable Market

Posted on by Christopher Berry

Consider the chart below: There are two series – the total number of cumulative customers (top curve) and the number of new customers added each month (bottom curve). The top curve is shaped like an ‘s’ and the bottom one is shaped like a bell. Each month that goes by, the rate of new customer acquisitions increases up to a point, and then declines. You can see the impact that the bottom curve has on the top, because adding up all the incremental customers yields a cumulative penetration curve. Pop-literature (Moore, Crossing The Chasm) focused on the bell shape of the new customers added curve. Strictly speaking, it’s not a distribution, but the shape causes a degree of comfort with[…]