The Yottled Journal – April

The Yottled Journal – April

It’s been a while since we’ve posted an update. Here’s Aprils! Back in a few weeks with May’s update. Hugs. Trevor and Will.

Tl;dr – We’re finding a repeatable GTM with two primary personas.  We’re releasing a key feature that allows people to sell digital content.  Finally, we’re knee deep in optimizing our onboarding flow to get people to a magic moment faster to lower CAC and increase retention.

  1. Key Highlights: 
    1. GTM: We’ve been experimenting with numerous personas and have found phrasing and messaging that resonates.  Our cost per lead has never been lower.  We are still highly reliant on Facebook and Instagram, however larger customers provide organic leads which quickly lowers our cost through organic acquisition.
    2. Content library: We are releasing an update to enable people to post digital content on their Yottled page.  This includes video, photos, datasheets, and more.  Customers have expressed interest in posting asynchronous content so they can “make money in their sleep”.
    3. Onboarding: Our main persona should be successful with onboarding independently.  We’ve identified strong correlation with success and key actions.  Thus, we’re spending time optimizing for key areas in the product to drive customers towards so they can see magic moments of success.
  2. Company dashboard:
    1. Top of funnel: Since moving away from “fitness”, we’ve made significant progress on our messaging and target audiences.  Our top of the funnel has never been stronger.  We are crushing SaaS best in class metrics for lead cost and interest.  Customers want our product – now it’s on us to convert them with our onboarding. 
    2. Conversions: We’ve made minor efforts on our conversions, but for the most part the CAC has stayed the same over the course of time, even with the addition of some of our most requested features.  However…we’ve increased our price dramatically and still, our CAC has stayed the same.  Meaning, our payback is now well under one year.  We’ve also changed onboarding significantly and believe it warrants another change.  Our goal is to get as close to a $0 CAC as possible.
    3. Transactions: With the onset of content, we’re re-factoring the definition of usage to accommodate asynchronous content.  We’ll be publishing more data about usage over the next several weeks.
  3. Next milestones
    1. Ship the Content Library.  This will enable us to help people sell time and content.
    2. Re-engineer the onboarding flow to acquire self service customers.

Have a suggestion for us to consider?  We would love to know what it is.  Send us a note to!


Trevor and Will

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Trevor is the co-founder of Yottled. Trevor was the VP of Product at Crisp, ran a product team at Duo Security, and has built and contributed to many other successful and failed start ups. He focuses on enabling and delighting users.

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