Post on 05-Apr-2017
transcript
Amplify Your Growth Through Resellers
Lars HelgesonCEO/Founder, GreenRope
1
2
A Little Backstory
2000 - 2011 2011 - 2017+
3
Helping to Define a New Market
4
Other Players
$125M
$74M
$65M $22.7M
$20M
$52.9M$0
5
Advantages of Being A Small Business
Not constrained by investment payback
Product flexibility / responsiveness
Quality of customer service
Family atmosphere
6
Direct vs Reseller
Direct Reseller
Demo
Trial
Account
PPC
SEO
3rd Party Lead Gen
SocialReferral
VAR
Account
Affiliates
7
Does it work?
Medical / Dental195 in 3 years
Logistics9 in 18 months
GreenRope Direct490 in 6 years
Religious / NPO23 in 3 years
Legal32 in 3 years
8
35%
65%
Direct
VAR69%
31%
Direct
VAR
Number of Active Accounts Revenue Generated
9
94%
6%
Direct
VAR
Support Man-Hours
VAR: 20 man-hours to support 900 accounts
Direct: 320 man-hours to support 500 accounts
Efficiency increase of 600%
10
ChallengeDifficult to identify good VAR prospects
Strategy
Focus on Agencies and Consultancies
11
ChallengeCase for product agnosticism
Strategy
Create brand loyalty & recurring revenue
11
12
Challenge
Long lead sale
Strategy
Encourage use of the software directly
1212
13
ChallengeDifficult to find qualified business development staff
Strategy
Patience
131313
14
Challenge
Educating VAR staff
StrategyCertification program
14141414
15
The VAR Cheat Sheet
1. The product must be designed to VAR from the beginning
2. You must know your VARs and be prepared to insulate their brand
3. Get the VAR to use your product
4. Prepare to spend 10x the time training and supporting your VARs
5. Use automation to streamline sales, marketing, and on-boarding
6. Treat your VARs with abundant support
7. Share your usage and marketing data with your VARs
8. Be careful with exclusives
9. Be prepared to provide a parachute in case of total failure
10. Listen to your VARs and let them help you drive product development
16
Amplify Your Growth Through Resellers
Lars HelgesonCEO/Founder, GreenRope
16Thank You