Startup Junkies Episode 1
It's tough having your work life documented for all to see, but that's
exactly what has happened as the HD network MOJO chronicles the staff
of Earth Class Mail, a startup I joined in 2007 as Chief Marketing
Officer. (See Startup Junkies TV Show.)
Participating in the series provided a unique marketing opportunity for
the company - At the same time it was also very hectic because we had
to ensure our very small team stayed focused on the business.
Earth Class Mail is my 5th startup in addition to consulting for several others. Compared to my days at Sprint, the issues a startup faces may seem quaint - but I've learned that managing a marketing budget of $100,000 is much more difficult than when I managed over $100 million.
Episode 1 of the series has me focused on the ROI of the paltry funds we have left prior to getting our Series A round closed. In a meeting I learn that to encourage more website visitors, someone on the team has opened up what Google calls its "content network". You've seen this network when you go to a website other than Google and see Google ads show up on the page. An advertiser with Google pays for clicks on these pages and the website owner gets a % of revenue from Google. I have found this network harmful to my marketing ROI (lots of clicks with few sales) unless you target it to highly relevant websites.
In the episode I find this has cost us $7k of our precious funds without a corresponding increase in sales, shooting our cost per subscriber through the roof that week - Good grief! A few ground rules were put into place that day to curb entreprenuerial tinkering without approval of a test plan first.
In prior jobs $7k was a rounding error - But this level of focus now helps me with any size budget with various forms of media because I know where to look for budgetary leaks that tend to go unnoticed when working with millions.
If you Google me note it's Natalee Roan with 2 e's as I noticed people searching for Natalie from Start-up Junkies or Natalie Earth Class Mail and not reaching this site.
Earth Class Mail is my 5th startup in addition to consulting for several others. Compared to my days at Sprint, the issues a startup faces may seem quaint - but I've learned that managing a marketing budget of $100,000 is much more difficult than when I managed over $100 million.
Episode 1 of the series has me focused on the ROI of the paltry funds we have left prior to getting our Series A round closed. In a meeting I learn that to encourage more website visitors, someone on the team has opened up what Google calls its "content network". You've seen this network when you go to a website other than Google and see Google ads show up on the page. An advertiser with Google pays for clicks on these pages and the website owner gets a % of revenue from Google. I have found this network harmful to my marketing ROI (lots of clicks with few sales) unless you target it to highly relevant websites.
In the episode I find this has cost us $7k of our precious funds without a corresponding increase in sales, shooting our cost per subscriber through the roof that week - Good grief! A few ground rules were put into place that day to curb entreprenuerial tinkering without approval of a test plan first.
In prior jobs $7k was a rounding error - But this level of focus now helps me with any size budget with various forms of media because I know where to look for budgetary leaks that tend to go unnoticed when working with millions.
If you Google me note it's Natalee Roan with 2 e's as I noticed people searching for Natalie from Start-up Junkies or Natalie Earth Class Mail and not reaching this site.
Natalee,
A friend told me about Startup Junkies and thought I would enjoy watching as I have been involved in serval startups myself. I enjoyed the show and as a marketing professional and I can totally relate to your situation with Google. I have worked with many ad agencies and that have not figured out that marketing is about generating revenue not winning awards.
I am currently working on launching a CMS from the Midwest, not known for its high tech company's. I love the challenges and potential rewards.
I just wanted to let you know that I enjoyed the show.
Good luck!
Mael
Reply to this
Natalee,
Love the show. As a recent Computer Engineering grad interested in start ups, this show gives a good primer into problems and internal dynamics of a start up. It gives an interesting and informative cross section of the process.
Although at first I dismissed the idea of Earth Class mail as remotely interesting, quickly I began to see how unique and revolutionary it has the potential to be.
I just wanted to say Kudos! and best of luck with the company and In case you're hiring any Software/Hardware engineer, I would love to get an interview.
Reply to this