31: SaaS Is A Marathon, Not A Sprint

The SaaS Venture

FULL SHOW NOTES

[INTRO music]

0:00:11.4 Aaron Weiche: Episode 31, SaaS is a marathon, not a sprint.

0:00:16.2 INTRO: Welcome to the SaaS Venture Podcast. Sharing the adventure of leading and growing a bootstrapped SaaS company. Hear the experiences, challenges, wins and losses shared in each episode from Aaron Weiche of Leadferno, and Darren Shaw of Whitespark. Let's go.

0:00:42.2 AW: Welcome to the SaaS Venture Podcast. I'm Aaron.

0:00:45.4 Darren Shaw: And I'm Darren.

0:00:47.0 AW: And if SaaS was a sprint, I would just already be collapsed at the finish line. And I probably wouldn't have finished first in my heat anyway Darren just...

0:00:58.4 DS: Yeah, me too.

[laughter]

0:01:00.6 AW: COVID has taken its toll on my physical well-being. I need to keep working on getting that back under control, so... How have you been?

0:01:10.9 DS: Oh, I've been so busy. I've been...

0:01:14.6 AW: Yes you have.

0:01:15.4 DS: It's... The last few days have been nice 'cause I'm like, "Oh, just got so much free time now." But the summit, yeah, so we put on another local search summit, 30 speakers, three days, Holly, that is an endeavor. It's a lot of work to put on a virtual conference like that. And so it was all-consuming for the last couple of months, for sure. And all consuming for Jessie Low our marketing manager for the past six to eight months, for sure. And it was very successful. So I thought it was great. We had 3000 registered attendees. Lots of fantastic feedback. I think we did an even better job this year than we did last year, incredible speakers, an incredible talk. So I thought it was great. We came out profitable in the end. So, we're happy to break even because it's more of a marketing play than a money-making thing.

0:02:13.2 DS: And a brand exercise, and we're really just trying to build our brand with the summit. And so we definitely got that and we didn't lose money on it. So there was some profit in the end so that was good. We're all a success. I have a post-mortem call scheduled with Jessie this afternoon and Sydney to discuss what went well, what didn't go well, and what changes we'd make for next year. That's what's going on with me. That's it.

0:02:40.8 AW: Yeah, no, and I totally get... And you and I were texting a little bit last week during it, and even inside of those three days you had highs and lows, right?

0:02:51.6 DS: Oh man, it's the roller coaster of emotion. It's just like, yeah, I felt kind of low on the second day. I was like, "Oh, why are we doing this? My life is a failure."

[laughter]

0:03:05.7 DS: And then like day three, at the end of it, I just felt like just so elated with how well it went. That's just the life of a founder.

0:03:15.0 AW: Yep, no. Same roller coaster as being a founder, right. I probably should have just taken a screenshot where one of your text was like the low, like, "Oh I'm second guessing everything." And then a couple of texts later was the next day and you're like, "Everything is awesome."

[laughter]

0:03:34.1 DS: Totally. Yeah, that's how I felt about the summit. Now I've kinda settled somewhere in the middle. Just trying to evaluate it logically and think about like, alright, is this a valuable thing for us to do and do we wanna invest so much effort into it next year?

0:03:48.6 AW: Well, one thing that I definitely noticed from the sales side of me is you put in a lot more calls to action for your products and services and things like that, and the breaks and slides and different things like that. Do you have zero visibility... Right, we're on the couple of work days outside of the event ending, do you have any visibility to... If that's made an impact or will it be something that you'll let run a little bit and then evaluate?

0:04:23.0 DS: Yeah, we've had a couple of really big days since the summit. And so I do think like I could tell just straight up finances being like, "Well, that was a good day." And then a couple days later, "Well, that's another good day." And so seeing that and noticing how close that was to the close of the summit feels definitely like there is a direct business boost. More sign-ups that kind of stuff. And so I wanna give it a bit more time because a lot of people don't take immediate action.

They're like, "Oh, I saw the summit, I learned about this thing at Whitespark summit." And a week or two, or three or four later, they finally get around to signing up for the thing or trying our software. And so I'm gonna give it a month and then I wanna do a comparison of our accounts, like new accounts and new sign-ups from that period... From the last period and cross-reference it with attendees at the summit and then we'll see. Yeah.

0:05:21.1 AW: Awesome. Well, I can only think or feel that it will be stronger than other things you've done just because I have either been a part or have watched other things that you've done all the way from your weekly videos to things like that. And this by far in a way was your most sophisticated or visual call to actions with what Whitespark offers and does. So I think that's a really good step forward, as you and I have discussed in some of our conversations like, "Man, you crush at education, you crush it, putting stuff out there." You have a lot of opportunity in the trade. I'll give you all these great things. Please just listen to how our tools and services can support you in some of these things that you're doing. And just being a little more firm in asking them to do a free trial or to look into your services and tools. I felt like you really... I was looking at that and part of me was like, "Oh, this is good. This is good, do those things Darren." So good job.

0:06:30.5 DS: Yeah, calls to action. You gotta call them to action, if you want them to take action, you should give them a call.

0:06:36.3 AW: Yes, it's great, it's great to be top of mind because of all the goodwill and how you've positioned yourself as an expert... Yeah, those things are totally great. And so in six months, if they have a customer that needs something specific that folds into that. Yes, you will likely be top of mind because of how you've established yourself. But there's a lot of people that you can get to take a next step, while they're also feeling that euphoria and feeling like, "Oh, I'm learning new things, it's time to do new things, it's time to change a tool I'm using or to start using something like this, and now I have trust and I have excitement and I wanna do it right now." So just make that road really... Or that bridge really easy for them to cross.

0:07:19.4 DS: Totally. Well, you're a master at all of that, so I always appreciate your advice and yeah, I agree that that's a key thing that I'm really trying to get better at, and I appreciate you pushing me on some of that.

0:07:32.3 AW: Yeah, well, like I said, if you look at the world of like, you can only get what you give, you give. So I totally think you asking for a little get, that's no problem at all. And speaking of that, you had to compile and put out the local search ranking factors report as well, which is a massive undertaking.

0:07:56.1 DS: That... Yeah, so that was a big part of what consumed me leading up to the conference, 'cause not only did I have to deal with some organization. Jessie, of course, took care of most of it. But it was really just compiling the data and analyzing the data and putting my own presentation together. That was a ton of work for sure, and so now that that's off my back, I just feel very light right now, but I do have to get around to writing up my findings into a blog post and get it published.

0:08:26.3 AW: Yeah. When do you exhale harder? When you log off the summit on the last day? Or when you wake up the...