Amplify Your Growth Through Resellers

Lars Helgeson CEO/Founder, GreenRope

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A Little Backstory

2000 - 2011 2011 - 2017+

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Helping to Define a New Market

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Other Players

$125M

$74M

$65M $22.7M

$20M

$52.9M$0

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Advantages of Being A Small Business

Not constrained by investment payback

Product flexibility / responsiveness

Quality of customer service

Family atmosphere

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Direct vs Reseller

Direct Reseller

Demo

Trial

Account

PPC

SEO

3rd Party Lead Gen

SocialReferral

VAR

Account

Affiliates

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Does it work?

Medical / Dental 195 in 3 years

Logistics 9 in 18 months

GreenRope Direct 490 in 6 years

Religious / NPO 23 in 3 years

Legal 32 in 3 years

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By The Numbers

GreenRope

Employees 25

Average revenue per client (ARPC)

$235 + creative (projects $2-5k)

Average setup fee US$440

Average cost to acquire new client

US$700

Average time in funnel 27 days

Average conversion from trial to paid

36%

Employees 1-35

Average revenue per client (ARPC)

$180 - $290 + services (up to $15k/month/acc)

Average setup fee $0 - $2,000

Average cost to acquire new client

$500 - $3,000

Average time in funnel 15 - 180 days

Average conversion from trial to paid

20 - 70%

VARs

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65%

35%

Direct

VAR

31%

69%

Direct

VAR

Number of Active Accounts Revenue Generated

10

6%

94%

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%

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ChallengeDifficult to identify good VAR prospects

StrategyFocus on Agencies and Consultancies

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ChallengeCase for product agnosticism

StrategyCreate brand loyalty & recurring revenue

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ChallengeLong lead sale

StrategyEncourage use of the software directly

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ChallengeDifficult to find qualified business development staff

Strategy

Patience

141414

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ChallengeEducating VAR staff

StrategyCertification program

15151515

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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

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Amplify Your Growth Through Resellers

Lars Helgeson CEO/Founder, GreenRope

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Thank You