Morphing from Selling Service to Product
November 2nd, 2009 by John RascoIf you’re come to the blog via the home page, you probably noticed all the design changes, namely boxes defining some prospects’ needs, pointing to new pages addressing how we can address this particular problem.
This was all possible because last Thursday, we launched our SEO dashboard at InnoTech in Austin, in combination with more flexible, less expensive service offerings. This is a big milestone, because it’s the first fruit of our strategy to evolve into a product company. As a bridge from here to there, we’re only selling the dashboard in combination with services we provide. From the business perspective, we now have a $250/mo. entry level price point instead of a typical monthly price of $2000, so our expectation is that this will stimulate a lot more demand. Plus, now we can help a lot more people weather the recession.
As a company, our intent is to become known for personalized education about search, tools for clients to better oversee and manage SEO (either internally or for an overview of the results from their consultants or SEO agencies), and as a trusted partner for developing site optimization strategy. The SEO dashboard is the first tool we’ve created, in response to where we believe the market is headed, which is wanting to develop search marketing as an internal capability. With the right kind of help, we think clients can develop this as a truly sustainable competitive advantage.
November 17th, 2009 at 3:25 pm
Bold move, guys. And not a bad idea, at all. Keep us posted on the feedback you get from prospects and clients. Best of luck!
November 17th, 2009 at 3:37 pm
We think this can be really valuable to SEO practitioners, as well. It gives you a way to be on the same page with your client, it helps keep the client loyal to you (because the tool shows what you’ve accomplished over time) and it maintains the history. It’s easy to understand, and easy to point out what needs to be done next. While we don’t have a white label version at present, we would NEVER poach your client…SEOs are our best target market. Would this be attractive to you at $100/mo for each client? If we sell it at $250, you can too!