KazooCon 2014 - Building Your Business: Behind the Numbers!

PRESENTED BY:

Building Your Business: Behind the Numbers!

Angela Lambert

#kazoocon14

About Me!

Hi,$I’m$Angela!$$

$This$is$what$you$need$to$know$about$me:$$•  I’ve$been$with$2600hz$for$2$years$

•  I$work$in$onboarding$new$partners$&$helping$exisEng$partners$grow$their$business$

•  One$of$my$favorite$pasEmes$is$thinking$about$how$partners$can$make$more$$$$$

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Let’s Dig In!!

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What’s the most important reason you sell VoIP?!

•  Revenue:$Make$Money$

•  Bundle$Your$Services$

•  Ensure$that$your$product$offerings$are$sEcky$&$customers$don’t$go$elsewhere$

#kazoocon14

Topics I want to cover today!

•  LiRing$the$Curtain:$CompeEtor$pricing$for$your$customers$

$•  How$consumers$understand$VoIP$as$a$

product$&$VoIP$pricing$$•  What$this$means$for$you$as$a$provider$$

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What I hope you’ll take from this talk!

•  Strategize$about$pricing$$•  Educate$your$customer$$•  Copy$the$markeEng$that’s$out$there$$•  Make$more$$$$$

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Competitor Marketing!&!

You!

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The$cloud$means$consumer$empowerment$

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RingCentral!

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RingCentral!

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The impact of this marketing on consumers?!

•  Creates$a$false$standard$of$pricing$

•  Makes$compeEtor$pricing$seem$out$of$this$world!$

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RingCentral Standard!

Average$Hosted$PBX$Business$

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RingCentral Premium!

Average$Hosted$PBX$Business$

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RingCentral Enterprise!

Average$Hosted$PBX$Business$

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This is how your customers see the market!

In$addiEon$to$this$pricing,$what$about$the$fine$print,$that$they$don’t$always$see?$$$

$$ $LiZle$Font$Versus$BIG$FONT$$

THIS$MEANS$“PRE$PAY$12$MONTHS”$

3.9c$/$min!$Yikes$

Average$customer$will$get$support$via$overseas$call$center$

A$LogisEcal$Nightmare$

$$$$

What$have$we$learned?$

•  Pricing$is$not$what$it$appears$

•  Support$is$not$what$it$appears$$$

EDUCATE,$EDUCATE,$EDUCATE!$

Next$example$

•  Are$you$ready?!$

•  Are$you$with$me?$$

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GrassHopper!

Grasshopper$

What$can$we$learn$here?$$•  Customers$like$opEons$with$and$without$

minutes$included$

•  This$is$a$market$of$opEons,$make$them$feel$empowered$

•  “No$Long$Term$Contracts”$$

•  People$don’t$think$CHANGE$adds$up$

$

Turns$out…$CHANGE$DOES$ADD$UP!$$WOOHOO!$

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Nextiva!

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Nextiva…!

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One Last Model…!

!ActivePBX!

AcEve$PBX$

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What did you learn?!

3$takedaways!$

•  Pricing$“as$low$as”…$$ $It’s$only$that$low$if$you$have$100+$

•  MonthdtodMonth$or$Annual$Plans$

•  What$you$can$learn:$– Consumers$like$packages$– Consumers$like$knowing$that$as$they$scale,$the$price$CAN$go$down$

Consumer$Thought$Process$

•  OpEons,$people$like$opEons!$

•  “Savings”$$Highlight$were$you$are$saving$your$customer$$$$in$each$Package!$$Show$the$%’s$

•  This$helps$the$consumer,$because$now$they$don’t$have$to$think,$they$can$just$point$and$say,$that$“seems$like$a$good$package”$

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!!The Little Font!Versus!

the BIG FONT!!!!

– DID$cost:$$9.95$per$month!$–  PorEng:$$25!$–  Toll$Free$cost:$3.5c/min$– AddiEonal$users$make$per$seat$average$go$up:$$24.95$$

Do$the$math:$Small$business$plan$for$16$users,$each$with$a$phone$number$(DID):$$19.95/user$+$8$extra$#s$@$$10/DID$+$2$hours/business$day$of$tolldfree$($66.50)$=$$$

Or$$29.11/user$

How$Can$You$DifferenEate?$

•  Ask$them$to$send$you$their$old$bill!$•  Check$their$bill,$find$the$hidden$costs,$and$make$your$pricing$more$compeEEve$

•  People$are$accustomed$to$these$packages,$make$your$packages$more$appealing.$

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We covered a lot…!!

and this is just a peak at competitor pricing!

Goals$of$this$talk…$• What$I$want$you$to$take$from$this$talk:$

•  Strategize$$$

•  Educate$Customers$

•  Copy$ExisEng$Models$

•  Make$more$$$$$$

Thank You!!!

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