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Dropbox: “It Just Works”Chad Graham
History◦ Business Model Canvas
Problems/Solutions Competition Strategies Website overview Quiz Questions
Overview
Founded in 2007 Drew Houston (CEO/Founder) and Arash Ferdowski (CTO/Co-Founder)
How it started: Saw need for simple file sharing and collaboration
Received venture capital of $1.2 Million through Y Combinator
Announced Dropbox publically in 2008 at TechCrunch50
History/Early Strategies
Aimed initially at individual/tech users to gain trust and demand of future business customers
Created short demo video and posted on Digg to reach innovators (tech enthusiasts)
Used Beta testing with innovators to refine product before launching
Used Amazon’s Simple Storage Services as cloud platform- allowed for minimal infrastructure investments and ability to scale rapidly
History-Early Strategies
Business Model CanvasFreemium
Model
Simplicity
Risk-Reduction: Reliable Backup
Growing costs for unlimited storage◦ A: Changed offer to 30-day, with unlimited backup
for premium users. Growth strategy
◦ Organic Referral WOM/viral Support-Focused
Problems/ Solutions
Google (Drive/Docs), Microsoft, Sharpcast’s Hummingbird, Yahoo, SkyDrive, box, Apple/ iCloud, bitcasa, BitTorrent - none had touched the “sync” problem at time of launch
Focus on simplicity as differentiator Future competition- Pinterest, Instagram,
Facebook, Twitter/ other social media
Competition
Beginning to focus on business customers◦ Space, Security, Support, Controls
Partnering Acquiring startups in related fields Photo sharing app- Carousel
◦ “smile score”
Current Strategies
Acquisition of landing page visitors
Activation from ‘visitor’ to ‘customer’
Retention of customers Referral by satisfied customers Revenue from customer
Developed by investor Dave McClure
Tracking Metrics- AARRR
Started with intro video Simple design Personal feel- language Easy to navigate and understand
Website
HQ
Quiz Who was Dropbox’s initial target market?
A. CollegesB. Individuals/ Tech enthusiastsC. IT departmentsD. Government offices
Which of the following would you NOT see on a list of value propositions for Dropbox?
A. SecurityB. SimplicityC. Complexity
In what year was Dropbox founded?A. 2001B. 2004C. 2007D. 2012
"Dropbox's Business Model Canvas." soundofmine. N.p., n.d. Web. 14 May 2014. <http://soundofmine.wordpress.com/2013/03/10/dropboxs-business-model-canvas/>HBR Article- “It just works”
"Three Brilliant UI Details in Carousel, Dropbox’s New Photo App | Design | WIRED." Wired.com. Conde Nast Digital, 12 Apr. 0014. Web. 15 May 2014. <http://www.wired.com/2014/04/3-ingenious-design-details-in-carousel-dropboxs-new-photo-app/>.
"Inside Dropbox's Urbanized San Francisco Offices - Office Snapshots." Inside Dropbox's Urbanized San Francisco Offices - Office Snapshots. N.p., n.d. Web. 18 May 2014. <http://officesnapshots.com/2013/06/05/inside-dropboxs-urbanized-san-francisco-offices/>
"Dropbox." Dropbox. N.p., n.d. Web. 10 May 2014. https://www.dropbox.com/
Barley, Lauren, Michael Pao, and Thomas R. Eisenmann. "Dropbox: "It Just Works." Harvard Business School Cases (2011): 1. Business Source Premier. Web. 19 May 2014.
Works Cited
Questions?