Stacy Goh

How Dovetail created a new SaaS category while growing to a $970M (Australian) valuation in 5 years: (I learned the details by having a chat with 4 members of their team, and 4 UXR leaders.) 1. Product-led growth, design-led company While Dovetail's culture is design-led, its business model is decidedly product-led growth. The company relies on the product, & inherently viral features like research reports, to: • Acquire • Convert • Monetize • And retain users 2. Creating a hub for a neglected persona Let's go back to 2016. While: • Engineers had JIRA • Designers had Sketch • PMs had Confluence • Analysts had Tableau • User Researchers had... nothing? Their workflow was a chaos of switching between different software and tools. Ben had lived it as a product designer at Atlassian. While there were many softwares focused on how to build, there was almost nothing about what to build. So, after validating the idea with an MVP, he recruited his Atlassian Engineer friend, Bradley Ayers, to join him. 3. Mastering the PLG motion Dovetail excels in all layers of PLG: → Acquisition: they don't use any outbound sales → Core problem: the home page emphasizes on improving your product decision-making → Reduced friction: its onboarding is focused on a standard walkthrough → Activation: an intuitive product, examples & templates → Retention: as a system of record, the product gets stickier as more data is put in → Monetization: free plan has unlimited functionality, but 1 project → Expansion: natural growth of free users, who become editors 4. Creating powerful, reinforcing growth loops Dovetail has 2 primary flywheels: • More paid seats help them build a better product, which helps UXRs succeed, which drives more UXRs & paid seats • UXRs succeed, driving collaborators to join, which go from free to paid seats As well as 2 secondary flywheels: • The more paid seats, the more it can invest in inbound sales • The more free seats, the more expansion products like Channels (to analyze customer support data) it can build 5. Building towards a category of one Dovetail is building out its own category even though there are competitors in the research insights space It's not quite transcription or a hub for research. It's that and more. This has helped it create a new category in SaaS. To learn about the complete story and breakdown, check out the deep dive here: https://buff.ly/4dBAdHs

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Really well illustrated diagram on Growth Loops - an essential part of product led growth. Your key takeaways: -Reduce friction to getting to an Aha moment -Make it easy to share and add others to your product in a free/viewer mode -Make it easy to pay -Make sure your product gets more valuable the more people use it What are your thoughts? #product #design #plg #quantana

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Think about it: how can you craft ads that speak to the right people if you don't know who those people are? You might get lucky occasionally, but more likely you'll waste time and money. Here’s how we consistently help SaaS founders 3.6x their ROAS on average. Start by not simply targeting "small business owners" or "marketers". Drill down. Are you targeting marketing directors at enterprise companies? Founders of bootstrapped startups? Freelancers juggling multiple clients? Once you know 𝘦𝘹𝘢𝘤𝘵𝘭𝘺 who you want to reach, it's time to dig into their psyche. What frustrations keep them up at night? What immediate needs does your SaaS solution address? What are they afraid of when it comes to their business? And most importantly, what are their long-term dreams and aspirations? Imagine you're a SaaS company offering a time-tracking tool. If your ideal customer is a freelancer, consider these frustrations: Inconsistent income, difficulty proving their value, and never having enough hours in the day. And aspirations? Building a stable business, scaling income, and reclaiming work-life balance. See how this changes your targeting? “Track your time with ease!” ❌ Your ads stop being about features and start speaking their language. ✅ 𝐏𝐚𝐢𝐧: "Tired of feeling like you're constantly chasing payments?" 𝐅𝐞𝐚𝐫: "Worried clients don't understand the value of your work?" 𝐀𝐬𝐩𝐢𝐫𝐚𝐭𝐢𝐨𝐧: "Imagine a thriving freelance business with predictable income." This is the kind of messaging that cuts through the noise on social media.   And the kind of messaging that we’ve used to help the founders we support earn millions in ROAS. 

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This just keeps getting better and better 😍 ... As a recovering perfectionist, the scrappy early days of building something from 0 to 1 are highly uncomfortable for me. Add in the variable of about ~14 other people you need to work with to pull something off, and you've just taken that discomfort level from 10 to 100. But I'm learning to love it - this process of being OK with something evolving over time, learning and improving as you go and I'm growing a lot as a person as a result (if I can say so myself...!). I am SO proud and grateful for the amazing team of volunteer correspondents we've gathered to bring together Pulse Check (the new monthly newsletter from Overnight Success). They've been super patient and flexible as we've worked through the scrappy bits of pulling it together and now we're all seeing the rewards in the form of not only more subscribers (we'll crack 400 this month! 🤞 ), but also genuinely valuable, engaging content people are loving! 🎉 . If you haven't already, check out this month's edition and you'll find these gems... 💎 Kirstin Hunter & Preethi Mohan launching the first ever Investor Leaderboard for our 'Funding the Balance' initiative. Gav Parry offering a super insightful perspective on the role of tech innovation in the music industry. Lea Rausch's insights about Aussie startups going global, as gleaned from chats with Gecko.rent founder Ben Kennedy and Maxine Minter of Co Ventures. Berenice Chong putting a spotlight on the new Curtin University Venture Studio. Andrew Harding talking about Main Sequence's investment into the fascinating world of sustainable apparel dyeing via Xefco. Erin Howell answering the question - WTF is the Bitcoin halving...? Dickie Currer giving the 101 on how Australia's innovation ecosystem stacks up globally. Leila Oliveira with tips from Bae Juice founder Tim O'Sullivan on lessons from their recent fundraising round. Holly Clark explaining why agritech innovation is so challenging, feat insights from Olympia Yarger at the recent FutureAg Expo. AND Anna Mackenzie sharing her ever-insightful and perfectly articulated case for 'optimising for creativity' (and ideas on how to do it!). Phew..! It's a lot of amazing content all in one edition! 🤓 Check it out 👇 🚀

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💡 (4/6) Here's How You Can Go From "You're Too Early" to "I Want To Learn More" for pre-seed investors 💡 If you've ever been an early stage software founder, you've probably wondered "How Can I Be Too Early For A Pre-Seed Investor?". Here's a few objective milestones that you can hit so that you stop hearing this annoying phrase from your potential investors 1. Figure out your small niche market & ICP 2. Build only the few features that solve the core of the problem. Focus on essential functionality that tackles only the foundational problem. Leave out UI enhancements or incremental features for now. 3. Find and onboard a small group of users that won't be able to go back to their old ways, once they use your product. 4. Identify and hopefully nail down scalable distribution channels - First-time founders focus on product, second-time founders focus on distribution. Follow us for the next video in the series!

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Some fantastic insights from Aakash Gupta, aka The Product Growth Guy, on Dovetail, the world’s leading customer insights hub! Read more below! ⬇️ #CustomerInsights ##CustomerInsightsHub #CustomerUnderstanding #CustomerResearch

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I spoke with 5 Ecom founders this week. Some spending over $50,000pm on ads. One in particular stood out to me. Why? Well… They had, → A great product → Quality ad creatives → Brilliant email campaigns But they where only converting at 1.3% This surprised me and left me confused. So I audited their entire funnel → Top of funnel (ToF) → Middle of funnel (MoF) → Bottom of funnel (BoF) I realised they weren’t educating their audience. And their funnel was way too long. Their funnel looked this: Ads → LP → PDP → Cart → Checkout When it should look like this: Ad → LP → Checkout. Less clicks means less work for your customers. So, I came up with a 5 project goals to help them, 1. Create a new and compelling narrative ↳ Their copy spoke to an younger audience. In reality their audience segment was older. The copy was too informal and casual. 2. Build more trust for the older segment ↳ What one generation values another can ignore I suggested conducting competitor analysis. To find out what their competitors customers value. 3. Provide facts to prove claims ↳ The older generation are savvy Older consumers typically have more money to spend. Arguably harder to get them to spend it. 4. Increase MoF education ↳ The top of funnel ads are great for attention The issue is the landing page didn’t educate. I suggested building a new landing page. 5. Craft attention grabbing hooks ↳ The hooks weren’t amplifying the problem enough The brand wasn’t connecting to their customers. We will craft and test multiple new hooks and doubled down. P.S. Are we enjoying the Euros?

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Within 3 months we added $3k/month in revenue to a permanent makeup studio. How did we do this? We implemented our FIRE Framework™ 1) Fuel: Discovery - Questionnaire - 1:1 strategy call - Onboard you into the system 2) Ignite: Implementation - Set up SEO tools - Set up keywords - Onsite SEO / offsite SEO - SEO web page creations 3) Recharge: Optimization - Look at data and optimize - Optimize meta tags, title tags, introduce new keywords 4) Evaluate: Reporting - SEO & work report - Growth strategy for future months If you want help growing and profiting more from your business, send me a DM and I’ll reach out for a quick chat. Our goal will be to drive more money your way than you've paid me, and show you how to repeat it consistently.

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Early Stage Startups HIRING NOW!! 👇🏼 - Startup Opportunities Worldwide - Jobs - 39 early-stage (all have < 50 employees), founded by REPEAT founders🔥 - Big thanks to Ben Lang for curating this list and thanks to Jean Kang for posting this to your network!! 🙏🏼 - Guys you don't want to miss these updates: follow Ben Lang and Jean Kang - they are posting some impressive content!!!

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How Dovetail grew to a $970M (Australian) valuation in 5 years—and created a new SaaS category: I chatted with 4 members of their team, and 4 UXR leaders, to learn the details. 1. Product-led growth, design-led company Dovetail's business model is decidedly product-led growth. The company relies on the product, and inherently viral features like research reports, to acquire, convert, monetize, and retain users. But design-led is its culture. CEO and co-founder Benjamin Humphrey has been in the details of the design since its beginning. And the product "feels" like it as a result. 2. Creating a hub for a neglected persona Rewind to 2016. While engineers had JIRA, Designers had Sketch, PMs had Google Docs, and analysts had Tableau, User Researchers had... nothing? Their workflow was a mess of hopping between different software. Ben had lived it as a product designer at Atlassian. There was a plethora of software focused on how to build, but there was almost nothing about what to build. So, after proving out the idea with an MVP, he recruited his Atlassian Engineer friend, Bradley Ayers, to join him. 3. Mastering the PLG motion Dovetail excels in all layers of PLG: → Acquisition: they don't use any outbound sales, focusing on product acquisition → Core problem communication: the home page emphasizes improving how you make product decisions → Reduced friction: its onboarding is focused on a standard walkthrough, but it is 10 steps → Activation: Dovetail has an intuitive product, examples, and templates to take you from setup to habit → Retention: as a system of record, the product gets stickier as more (qualitative) data is put in it → Monetization: the free plan has unlimited functionality, but only 1 project → Expansion: it has a natural growth of free users, who eventually become editors 4. Creating powerful, reinforcing growth loops Dovetail 2 two core loops: • More paid seats helps them build a better product, which helps UXRs succeed, which drives more UXRs and paid seats                                 • UXRs succeed, driving collaborators to join, which go from free to paid seats As well as 2 ancillary loops: • The more paid seats, the more it can invest in inbound sales • The more free seats, the more expansion products like Channels (to analyze customer support data) it can build 5. Building towards a category of one While there are competitors in the research insights space, Dovetail is building out its own category. It's not quite transcription. It's not quite a hub for research. It's that and more. This has helped it create its own, new category in SaaS. As Benjamin, still the CEO, told me: "We're building a system of record for all insights... It's a friggin' long, 20-year journey. You need to be a little nuts to have that level of ambition. "

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I keep pinching myself over the partnerships we're building in our business. It surely can't get bigger than this? Gymshark, LVMH, Lounge Underwear - even the Sydney Roosters are powered by Patchworks. To be partnered and working together on solving customer experience problems for their Shopify clients is next-level exciting. Jim Herbert and the team have built a world-leading platform. While we're still young at Order Editing, it's a massive vote of confidence that we've built a robust app that the biggest brands on Shopify need. They spoke to their merchants and learned how much time is wasted in customer service each day changing addresses, applying discount codes, merging orders and every other ticket we self-service. This partnership is a no-brainer. With Patchworks, we create an editing period that gradually tightens as we get closer to the same-day shipping cut-off. This small window will self-service all your support tickets and drive upsells as customers add products to their orders. Turning order editing tickets into thousands of dollars. #Shopify #Ecommerce #Customerexperience

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I just deleted UberEats— paying $45+ for two soggy burritos? Wild 😂 So, when I came across this other company (pretty sure it was founded by a LinkedIn alum), I was hyped Ideas for growth were lighting up our Slack with my design team. But the moment we landed on their site, it was clear: the story they want to tell didn't match how they want users to actually engage with their site Here are some notes my UX design scientist shared with me in Slack: —> User Control & Freedom: Header might frustrate users with limited nav options —> Misleading CTA button: Doesn't lead to the conversion goal —> Lack of Clarity: The low contrast of visual comparison creates confusion —> Overwhelming Information: Difficult for users to focus on critical elements —> Lack of User Confidence: Users may doubt the product's reliability and quality with the lack of social proof —> User Confusion: Similar sections can cause confusion on which benefits apply to which users —> Lack of Relevance: The image doesn't communicate the value, making it harder to grasp the message (we did a quick redesign that I'll share tmrw)

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How a Homepage Redesign Boosted Bevilles' Sales by 30% Bevilles, an iconic Australian jewelry retailer, saw their e-commerce performance lagging. The GM of Marketing believed their website could do better. So they turned to us for conversion rate optimization expertise. This is how we went about the job. Enhanced Trust - We identified that Bevilles’ homepage lacked trust-building elements. - By adding a visible phone number, customer satisfaction stats, and a tagline like “Serving customers since 1934,” trust was immediately bolstered. Improved Usability - The original homepage was generic and confusing. - SiteTuners recommended replacing the rotating banner with a static image, simplifying navigation, and using consistent colors to highlight calls-to-action. - This resulted in a 16% rise in conversions. Persuasive Design - We emphasized the importance of design coherence and persuasive elements. - Adding product category visuals and ensuring the homepage was free from distractions made it easier for visitors to find what they needed. Authority and Assurances - To reduce buyer anxiety, we suggested making transactional assurances like exchange policies more prominent. - Featuring brand logos of the jewelry products sold by Bevilles also leveraged authority to build trust with visitors from Asia and other regions. Clear Expectations - We placed commonly used elements in their conventional locations, like the logo in the top left corner, and removed immediate pop-ups to avoid cognitive friction, ensuring visitors felt in control. To optimize your e-commerce site for conversions, follow these proven strategies: ✅ Build Trust: Make contact information and customer satisfaction stats easily visible. ✅ Simplify Navigation: Use static images and clear, consistent design elements. ✅ Highlight Assurances: Prominently display exchange policies and product guarantees. ✅ Leverage Authority: Show brand logos and customer testimonials to boost credibility. ✅ Clear Expectations: Follow web conventions and avoid intrusive elements like pop-ups. Implementing these strategies led to a remarkable 30% increase in sales. And a 37% boost in overall revenue for Bevilles. In the carousel below you will see the revamped homepage. Compared to the older version. By prioritizing trust, usability, and clear design, Bevilles transformed their online store into a high-converting sales platform. These insights can help any e-commerce business achieve similar success. Because it really can be that simple. Trust and usability are key to boosting e-commerce conversions. - PS Hi, I’m Marty. SiteTuners have helped generated over £1 BILLION dollars for over 2100 clients. If you’d like a free strategy call to help boost your conversion rate, DM me. Always here to help.

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Everyone loves your idea? Bad news: You're doing customer research wrong. Really wrong... Why Most Founders Ask the Wrong Questions Stop asking "Would you use this?" Here's the brutal truth about customer interviews: 1. The Wrong Questions: ❌ "Would you buy this?" ❌ "How much would you pay?" ❌ "Do you like this feature?" = All useless 2. What Actually Works: ✓ "Tell me about the last time..." ✓ "Walk me through your process..." ✓ "What does success look like?" ✓ "How do you solve this today?" 3. The Golden Rule: Past behavior > Future intentions 4. Real vs. Fake Insights: Real: "I spent $500 last week on..." Fake: "I would definitely pay for..." 5. Signs You're Doing It Wrong: Getting only positive feedback Hearing "great idea" often No specific stories Everyone "would buy" The Framework That Works: 1. Past problems 2. Current solutions 3. Success metrics 4. Time/money spent Remember: "People lie about the future. They tell the truth about the past." ----- ♻️Like, Comment, Share Follow Startup Vencha for more, Stop Thinking & Start Doing.

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Everyone loves your idea? Bad news: You're doing customer research wrong. Really wrong... Why Most Founders Ask the Wrong Questions Stop asking "Would you use this?" Here's the brutal truth about customer interviews: 1. The Wrong Questions: ❌ "Would you buy this?" ❌ "How much would you pay?" ❌ "Do you like this feature?" = All useless 2. What Actually Works: ✓ "Tell me about the last time..." ✓ "Walk me through your process..." ✓ "What does success look like?" ✓ "How do you solve this today?" 3. The Golden Rule: Past behavior > Future intentions 4. Real vs. Fake Insights: Real: "I spent $500 last week on..." Fake: "I would definitely pay for..." 5. Signs You're Doing It Wrong: Getting only positive feedback Hearing "great idea" often No specific stories Everyone "would buy" The Framework That Works: 1. Past problems 2. Current solutions 3. Success metrics 4. Time/money spent Remember: "People lie about the future. They tell the truth about the past." ----- ♻️Like, Comment, Share Follow Startup Vencha for more, Stop Thinking & Start Doing.

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🌎🌍🌏 If you're expanding into the US (or into a bigger, international market) from Aus or NZ, here’s quick 3 tips for Google Ads: 1️⃣ Start with only one test area. i.e. don’t target the whole country. ↳ Otherwise you’ll need to 10x your current budget at the bare minimum as it will be depleted instantly with minimal results and not enough data for Google’s algorithms to optimise 2️⃣ Remember to localise your ad copy, landing pages etc ↳ It’s easy to forget basic even small things like changing the “s” to a “z”, among many others (e.g. localise -> localize) 3️⃣ Create a new, separate ads account  ↳ Not essential, but definitely recommended. Reduces complexities like reviewing metrics, adjusting strategy, billing in USD etc. Make sure to link it back to your original account using a MCC

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This drove a 26% CR increase 🚀 A 30% ATC increase... 🚀 And 16% more orders... 🚀 Liz Fedorak @ Ethique came to Because🌈 with this problem: How do I quickly stand up personalization on my website without getting my developer involved? And once I know it works, do I really have to ask my developer to now hard code it long term? This is one of my favorite things about the platform we've developed at Because🌈. It's a CRO solution like you've never used before. We don't BS you when we say it's no code like most of the legacy personalization platforms out there - it REALLY is. You can actually use Because for not only messaging AB testing, but also long term personalization implementations on your site. Once an AB test performs well, you can choose to publish the campaign live to 100% of the audience... (like for example what Ethique did with a quiz personalization message to a Klaviyo segment of users with a specific quiz result). This would traditionally take weeks to scope and build with developers (or a painful process in legacy platforms), but with Because, the Ethique team was able to stand it up in less than an hour. Fully connected into their Shopify site 🤝 Fully integrated into their Klaviyo data 🤝 Anyone else recently struggled with this problem? I'm happy to chat personally and walk you through a demo of how Because works. Booking time for first week of December right now so shoot me a DM ✨

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As a founder, testimonials from your users like this feel damn good! On top of this, from our Grw AI customer feedback sessions in May, we’ve heard the following user stories: 🚀 A senior AE at an NZX listed org won a company record ~$3M, 3 year deal using our AI as their expert deal coach throughout. 🚀 A sales rep at a NASDAQ listed org used our AI to revive and win a previously non-responsive prospect. 🚀 A CSM at a growth company used our AI to improve their customer comms, prepare for meetings and hit a record month in upsells. If you want the worlds most advanced AI sales coach, that has deep contextual and personal relevance across your revenue org, check out Grw AI or DM me.

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