google fiber marketing

Google Fiber: 4 Hot New Startup Tips by a Not-So-New Company

by MJ DeMarco · 16 comments

As they say, if you want to succeed, fail often.

However another strategy works even better:  Learn from the failure of others.

Sounds simple in theory, but how exactly do you get first hand knowledge of other people’s failures?

Most people/companies keep their failures private and don’t blog or post them on Facebook for all to see.

For me, the simple trick I use in discovering how to benefit from the failure of others is to examine what the successful ARE DOING versus what they ARE NOT DOING.

In other words, examine the most successful companies (or people) and reverse engineer their public tactics.

Dig into their strategy, their marketing copy, and their products.  Find out what they’re doing because if they’re doing it, you’re most likely exposing weeks, months, or years of their trial-and-error, or trial-and-failure.

You effectively, are leveraging their failures.

So when it comes to the internet, wouldn’t it make sense to examine the strategy tactics of one of history’s most successful internet companies… Google?

For example, Google recently announced it’s “Google Fiber” service — a high speed internet service that is sure to rival your local cable or satellite provider.

In its offering, I reconfirmed 4 Fastlane startup tips for new companies — for some of you — they will be new.

Google Fiber, available only in Kansas City, caught my interest on a multitude of Fastlane fronts. I spent about 15 minutes examining the whole offering.

If we reverse engineer the offering and put it into actionable items for a Fastlane process, here is what you get.

1) The Offer

The default page for the offer (About Us) is benefit driven. In fact, it is overloaded with benefits: No more waiting, tons of HD channels, huge recording ability, and more. The OFFER specifically explains WHAT’S IN IT FOR YOU — it lays out the value and translates features into benefits.

For example…

The feature: 1000MB per second

The benefit: No more waiting, get what you want instantaneously!

Google does the leg work and tells you EXACTLY WHY this is important by translating the feature to a benefit.

REFLECTION: Is your offering laid out in clear, easy to read benefits? Are you telling your potential customers exactly WHY THEY NEED YOU? Or are you overworking your users with technical, numerical jargon that requires translation? No one cares that your internet connection is 1000MB fast — people do care that the latest Lady Gaga song can be downloaded in 1/4 of a second.

2) The Value

On the plans and pricing page, it outlines THE VALUE by giving you 3 easy options. It took me about 6 seconds to calculate that Google Fiber is an incredible value and would save me probably $100/mo for 10X the service.

In other words, I WANT IT.  (Note to gurus: I don’t care if Google Fiber’s management is “doing what they love” – NEED and DEMAND don’t care.)

The value proposition to me, the consumer, is a home run.

REFLECTION: Is your value proposition to the consumer, a home run? Or a duck snort just over the shortstop for a single?   Exceptional value propositions are driven by exceptional products.

3) The Confirmation of Demand

To get the Fiber service in your neighborhood, Google asks you to pre-register by completing a simple form AND by paying a $10, pre-registration fee.

They explain with this:

We’re building our Google Fiber network by demand—fiberhoods that meet their pre-registration goal will get Fiber service.  The $10 pre-registration fee is an advance payment towards your first bill. If your fiberhood doesn’t qualify by September 9, we will refund the money. However, if you pre-register and you decide that you don’t want Google Fiber after your fiberhood qualifies, you won’t get your money back.

I was surprised about the $10 fee but it does something remarkable: It tells Google that people are serious.

Many times, entrepreneurs launch a product or service and everyone says “That’s AWESOME!” or “What a great idea!” but when it comes down to opening up their wallet and PAYING for it, no one does.

Google is confirming demand FIRST before allocating investment dollars to a particular city.

For example, in this article by Startup America, a seasoned entrepreneur exclaims that

“There is a big difference between prospects who say ‘I love what you’re doing’ and those who say ‘I love what you’re doing and here’s my credit card.”

By taking a $10 registration fee, Google is CONFIRMING the demand.

Understand this: A customer who says they’d buy your product and a customer who says they’d buy your product AND give you a credit card are two totally different customer segments.

REFLECTION: If you’re in launch phase of your product or service, have you CONFIRMED demand by lining up PAYING customers who have come to the point of departure with their ca$h? Or are your customers just apparitions: friends and family who’ve graciously served you up with some positive platitudes … “Great idea Bill!” … “Awesome!” … positive platitudes don’t pay bills.

4) Spreading the Word

In order to benefit from Google Fiber, you need to get your city lined up. Google spearheads the movement by telling potential customers to “rally your neighbors.” If enough interest is generated, Google will invest $ into your city.

• Your fiberhood needs to reach its pre-registration goal in order to qualify for Fiber, so encourage your neighbors to pre-register too.

• Once your fiberhood qualifies, continue to rally your neighbors. The order of construction within your city will be determined by pre-registration rankings on September 9th.

All this “rallying” by you; sharing on Twitter/FB, URL linking, etc, is FREE advertising for Google. They receive free publicity, spread the word, and receive priceless feedback regarding demand.  Will Fiber catch on?  Will Fiber be advertised on it’s competition’s website?

Ha ha, well,  it already has… as seen here on the front page of Yahoo.

REFLECTION: Is your product, or value proposition, good enough that it would compel you to tell your neighbors?  Facebook shareable?  Tweetable?

To conclude, learning is not just about experience and the experience of failure, but about observation.

Examine those who have succeeded, and are succeeding.

What are they doing?

Not doing?

Speed up your own success by reverse engineering the learning curves of those who are already successful.

Good luck and onward…

Best,

MJ

 

 

 

 



Help Spread the Fastlane Gospel!
arrow

And Stop The Prostitution of Monday Through Friday!

Subscribe to the Fastlane Newsletter!
Other Fastlane Stuff Ya Might Like!
What Do You Think? Add Your Comment...

Comment Guidelines: We all have opinions and I'm cool with ya disagreeing with me however anonymous comments, stupid comments, trolling, hating, and other uncivil comments will be deleted.

  • Pingback: 4 Hot-Startup Tips from a Not-So-New Company()

  • Chris

    I’ve just added the “CONFIRMING the the demand” part to my fastlane process. Before i was going to be base it on “opt ins” or “demand based on interest” but actually confirming the demand is a much more concrete way of doing it. THANKS Mj.

    • http://www.themillionairefastlane.com MJ DeMarco

      When I presold my books, I didn’t ask for a deposit.  When it came down to release (and “click here to buy”) — about 1/2 didn’t follow through.   There is demand, and confirmed demand. =)

      • http://www.facebook.com/people/Christopher-Castellano/100000164029539 Christopher Castellano

        Even better, what do you think about this (forget the deposit) test demand by having a buy button – if someone is clicking on the buy button – most likely they want to buy (at least 90% of the time) Thus pretty good indication of real demand. Maybe you might get a couple people who click for the sake of clicking but if you get a pretty decent sample size i wouldn’t see why this wouldn’t be a indicator of ‘accurate’ demand. Not people who just say they will buy the product. 

  • http://twitter.com/mrhedberg Henrik Hedberg

    I can see the same trend of “I love what you’re doing” and ”
    I love what you’re doing and here’s my credit card” on my site where I have a signup form for a free website analysis.

    Almost none of those who signup are really interested in paying for improvements once the analysis is done. I’m going to start charging for it to filter out the less serious people and increase the perceived value of my services, and add some case studies to show that I can walk the walk.

    • http://www.themillionairefastlane.com MJ DeMarco

       Henrik, are the leads worth anything?  Sometimes the FREE lead could turn to a paying customer after several exposures.  Just make sure you aren’t killing your lead supply.  I’d rather have 20 leads from the free website analysis, than none.

  • Pingback: This Entrepreneur Abandoned The Subscription-Based Biz Model()

  • http://www.ideasbasicas.com/ Manu

    Regardless of Google’s tactic, which is awesome, I don’t know if I’m seeing a presell trend now that I’m interested in business or it has always been like this.
    I’m from Spain and I’m seeing a lot of authors lately, mostly internet-based, preselling their books, something they never did before. It is indeed an awesome idea, in some cases adding some extra value like “follow the writing process”, “get direct access to me”, etc.

  • Jamie Wolf

    As always, I love your practical and dead-on advice. I keep pushing your book on my twitter followers and friends. I write biz articles for my local paper and will definitely paraphrase you on this one! In fact, I’ve got a book coming out soon and mention you and your book in it! Just now I noticed one of your other posts where you note  you didn’t charge when you pre-sold your advice. I can see that’s something I need to learn from as I’m just starting to pre-sell mine! Thanks, MJ – I’m a big fan!

    • http://www.themillionairefastlane.com MJ DeMarco

       Thanks, appreciate ya spreading the word.  :)

  • http://twitter.com/rusapi3 Russ

    This post is highlighting the effect of G fiber. MJ you break it down again. Understanding it from the post on those key points.

  • http://www.mynotetakingnerd.com/blog Lewis LaLanne aka Nerd #2

    My favorite distinction you laid out here how ballsy/smart/counter intuitive it was for Google to ask people to demonstrate their commitment to this venture.

    I know this tactic would scare the hell out of 95% of any business owners or corporate boards. They’d rather avoid taking the chance of being rejected and let themselves feel like they had accomplished something with the almost worthless platitudes that rolled in from a survey group who was polled on their concept.

    There’s one thing I would highly advise though relative to the following piece of advice given above . . .

    “In other words, examine the most successful companies (or people) and reverse engineer their public tactics.”

    . . . and that is to make sure that when you’re paying attention to these companies marketing, make sure they’re smart direct marketers before you follow suit. Some businesses blow money on advertising and marketing without even thinking twice. They’ve grown so big and they set budget X amount to be spent on this every year and whether their campaigns win, lose, or draw they blow the whole wad.

    The smart marketers in your industry insist that their marketing and advertising pay for itself (brings in enough leads or customers to break even or otherwise justify the expense based on them knowing the math of what the lifetime value of a customer to them is and how much they can spend to get a lead and how much it costs to get a customer) and if it doesn’t, it’s gone. If it doesn’t adhere to direct response marketing 101 principles, it’s axed before it even hits the street. And be very impressed if you find that they test their ads often.

    But even smart marketers are guilty of working to deceive their competitors who blatantly copy their ads by running an ad they know isn’t effective to try to teach them a lesson. The lesson we can learn is that if you’re going to emulate an ad, you want to make sure you’ve seen it run multiple times and preferably in multiple places over a span of months – not days.

    So when it comes to advertising, reverse engineering out to be thought of as methodical reconnaissance or a stake out where the evidence gathered builds a rock solid case for following in their footsteps.

    And for the most part, if you study big dumb corporations who run “Brand Awareness” campaigns because they have more ego and money than brains, that you’ll come to the conclusion they don’t play with they don’t play in the same league as the lean and mean entrepreneur has to if they want to survive and thrive.

    Corporations like Apple have so much money rolling in from the momentum they’ve built up over the years, that they can afford for their ads to not ask for a response. If their marketing is good, they’re gonna money. If their ads suck moose cock, they’re gonna make money.

    All of that to say, beware the savvy of the business’s marketing/advertising and the level they play at before you model their behavior.

  • Kevin

    Great article MJ!

    • http://www.grupapfi.pl/ Adam

      All Article are great :P

  • Ibnu Hajar Ulinnuha

    MJ, i wonder how to make our potential user commit, if credit card is not our natural habit yet, In Indonesia, debit card are more common than credit card

  • Catherine

    Great article! Thanks MJ

Previous post:

Next post:

Spy on your girlfriend Cell phone spy devices Phone tracking blocker Spy samsung galaxy tab How to draw spy vs spy Spy on kids cell phone Spy text free messages Best text spy app free Pc monitoring programs Baby monitor iphone 3g Sms gps tracker iphone Best free spy programs Mobile spy handy orten Best keyloggers for pc Oracle apps monitoring Track my teenager free Spy on phone by number Iphone app monitor app Tracking devices chips Spy call for nokia 110 Sap track text changes What is a mobile phone Track a cell using gps Track iphone real time Sms tracking jailbreak Windows mobile sms spy Cell tracking app free Top 10 mobile spy apps Free cell tracker 2015 Spy phone software best Cell phone tracker joke Cell phone tracking you Phone spying for iphone Spy phone official site Mobile tracking methods Cheapest mobile spyware Snapchat monitoring app Easy spy tracker remote Android home monitoring Samsung tracker service Keyboard tracker ubuntu Cell phone monitor mode Mobile spy for galaxy 3 Digital spy android app Sprint iphone 5 tracker Iphone 5 app for spying How to track my htc one Mobile spy online login Gps phone tracking hack Track your phone iphone Tracking cell phone gps Samsung note 2 tracking Best mac keylogger 2015 How to spy on ipad mini Soviet spy android game Track phones using imei Blackberry 9900 tracker Best spy app for iphone Tracking lost iphone 4s Spy cam app fur android Iphone track your child Phone spying technology Ipad keylogger detector T mobile phone tracking I phone tracker windows Spy blackberry location Track text now messages Track iphone gps online Monitoring iphone usage App to track cell phone Tracking in text layout Android mobile spy free Sms forward spy android Facebook spy what is it Best phone spy software Mobile spy crack iphone Lost phone imei tracker Spy skype call recorder Best hidden sms spy app Track phone free online Iphone track greyed out Mobile spy symbian free Track my phone for free Mobile spy tracker free Cellular phone tracking Cell phone tracker name Spy call voice recorder Track other cell phones Spy sms software review Spy android apps mobile At t cell phone tracker At&t gps tracking phone Website monitoring apps Can you spy on a iphone Can my husband track me Yahoo live stat tracker Nike tracker for iphone Time tracker mobile app Fbi cell phone tracking Phone text tracker free Cell phone tracking gps Windows phone spy phone Phone tracker droid app Track iphone order at t Spy phone tracker login Baby monitor app kindle Spyphone software india How to spy on any phone Keystroke spy uninstall How to spy on your wife Tracker iphone location Como usar el mobile spy Track my partners phone Spy for cell phone free Gsm digital spy gratuit Sim card spy for iphone Text message spy reader Track phone cell phones How to track an i phone Spy camera you can wear Spy calc app for iphone Iphone spying apps free Spy on text messages uk Iphone tracker turn off Tracking iphone history Pc monitoring detection Spy software for bb q10 Spy phone iphone 4 free Monitor every keystroke Spy mobile android apps Tram tracker iphone app Android monitoring hack Pc spy software reviews Cell phone tracking off Spy software how to use Monitor cell phone free Safe passage monitoring Vehicle tracker android Gps tracker phones free Yahoo messenger spy com Cell phones used to spy Cell tracking challenge Spy facebook on android Skype spy call recorder Gpu monitoring mac os x Best iphone run tracker Samsung spy camera siii Blackberry spy software Verizon message tracker Tf2 sniper vs spy comic Spy skype recorder free Cydia sms spy apps free Spying on iphone camera Track my wifes phone uk Msn spy download gratis Call monitor app iphone Gps tracking device app Spy on texts free trial Cell phone spying legal Software spy nokia 5230 Bgps computers spy shop Watchdog server monitor Download sms monitoring Iphone tracking disable Computer spy definition Cell phone tracker site How the spy phone works Monitor iphone 3g usage Iphone 4 cell phone spy Top screen spy software Cell phone gps trackers Spy whatsapp blackberry Software spy smartphone Track an iphone by imei Spy camera mobile phone 4 track iphone recorder Text spy app blackberry Non smart phone text spy Skype spy voice recorder Sms tracking post office Spy software for windows Free iphone text spyware Ho track layout software Cell tracker green lonza Iphone 4 spy accessories Stealth mobile phone spy Spy software fur android Cell phone virus spyware Msn spy sweeper download Digital spy phone number Nexus 5 track lost phone Tracfone 100 dollar card How to spy iphone 5 free Mobile tracking pakistan Tracking number ebay app Watchdog monitor service Tracker for android apps Best track phone service How to spy on wife email Cell phone spyware blogs Is mobile spy legitimate Monitor texts ipod touch Sms tracker agent review Spy samsung galaxy s iii Text spyware for android App for tracking running Spy gear gps car tracker Kgb spy employee monitor How to spy mobile number Spy earpiece gsm box kit Phone call tracker excel Track my phone galaxy s5 Phone tracker phones 4 u Download mspy for iphone Monitor your pc activity Tracking peoples iphones App to track phone usage Buddy spy online checker Download message tracker Samsung tracking website Find spy app on my phone Vehicle tracker software Mobile spy software scam Flexispy extreme skachat Tracker on phone numbers How to track lost phones Spy app creator arrested Reviews on phone spyware Iphone 5 monitoring apps Ipod text monitoring app Android spy software gps Phone number tracker app Sprint tracker for phone Track down iphone online Spy whatsapp application Spy apps for iphone 2013 Mobile spy download full Mobile spy software 2012 Spy vs spy child costume Cydia spy app for iphone Ad tracking iphone virus Iphone 3g tracker online Mobile spyware singapore Is facebook spying on us Spy apps for nokia x2 01 Other mobile tracker app Family tracker on iphone Spy mobile verizon guard Phone spy software nokia Tracking software hidden Spy blackberry indonesia Blackberry 9360 tracking Android location spy app Spy on my husbands texts Skype spy monitor review Track phone from verizon Ipad 3g data monitor app Track my mobile in india Mobile phone tracker htc Track phones with number Computer monitoring news Heart monitor phone line Best cell phone tracking Internet history tracker Android tracking program Sms spy android software Gsm spy microphone india 3 mobile repair tracking Tracking software boujou Spying on phone software Android samsung spy apps Track another iphone app Sms tracker registration Cell phone tracker texts Spy softwares for mobile Message spy android free Track phone order sprint Track my phone repair o2 Track someone cell phone Spy on your wife android Cellular luggage tracker Msn spy monitor kald rma Solaredge monitoring app Iphone app monitor house Best iphone spyware 2013 Phone tracker app google Does skype monitor calls Gps tracker iphone cydia How to spy on iphone app Cell phone tracker india Gps track my wifes phone Whatsapp spy for android Track a phone on my plan Spy on facebook activity Mobile tracking in delhi Spy skype recorder crack How to track a iphone 4s Best iphone text tracker Watchdog voltage monitor Pc monitor software free Can i track a straight talk phone Free cell phones tracker download Tracking an iphone without an app How to track a sprint phone order Best app to track someones iphone Remote cell phone tracker and spy Lost my cell phone can i track it Wireless spy camera for iphone 4s Computer spy for cheating spouses How do you turn on iphone tracker Cell phone monitoring app android Stealth spy software mobile phone Spyware on cell phones free trial Spy camera compatible with iphone Can you remotely spy on an iphone Spyware for cell phone free trial How to track a blackberry via pin Spyware removal for android phone Track my phone location by number Free spy recorder for cell phones Can you track a sprint cell phone How to spy on yahoo messenger cam Spy call software for java mobile Best way to track my wifes iphone The accidental spy online espanol Monitor cell phone calls and text Tracking android phone using imei How to add a number to mobile spy Gps tracker watch mobile phone g9 Samsung xcover 271 sports tracker Free online mobile phone trackers Bluetooth spy camera in sri lanka Cell phone tracking app for nokia Best iphone 5 monitoring software Remote cell phone spying programs Mobile phone tracking in zimbabwe Can there be spyware on my iphone Track a verizon cell phone number Free android text message spy app Best real time gps tracker iphone Free spyware to see text messages Text spy app without target phone Whats a good app to track a phone The best monitor for reading text Best whatsapp spy app for android Best iphone app to track exercise Cell phone call location tracking Cell phone spyware any cell phone How do i track an iphone location Use android phone as hdmi monitor Free spy sms without target phone Gps tracking of cell phone number Software for monitoring client pc Alarm monitoring using cell phone App for tracking election results Monitoring software for windows 7 Android development intercept sms Free cell phone spy from computer Tracking ip address through skype Spy on cell phone using bluetooth How to find spy app on blackberry Phone monitoring software reviews How to track a blackberry via bbm System monitoring apps for iphone How to track gps on android phone Apps to track cell phone location Job tracking software new zealand Mobile tracker software wikipedia Track a gps phone online for free How to spy on cell phone activity Does mobile spy work on blackberry Gps tracker philippines cell phone How to monitor other peoples texts Descargar juego spy hunter para pc How can i find spyware on my phone Best broadband monitoring software Software to monitor computer usage Mobile phone tracking in sri lanka How to spy sms on android for free Cell phone gps tracking app iphone How do i track my families iphones Computer system monitoring program App to track mobile internet usage Track iphone without child knowing Verizon iphone monitoring software Your spying eyes com reverse phone Websites for spying on cell phones How do you track a lost cell phone Text message spy without jailbreak Spyware software for mobile phones Is there an app for phone tracking How do i put a tracker on my phone Best tracfone for hearing impaired Tracking android phone without app How can my parents track my iphone Best baby monitor app troubleshoot Spy whatsapp messages android free Cell phone monitoring reviews 2013 Is there a real cell phone tracker How to uninstall spyware on iphone Spy iphone 5 case Www spy mouse com Sms tracking wiki Phone tracker uae Cell tracking gps Tracking iphone 5 Gati sms tracking Spy software uses Monitor phone cam Iphone spyware 4s Spy on people com I cam spy android Download spy 2013 Text monitor test Phone spy reviews Spy free download Android 4 spyware Spy software ebay Tracking phone ee Iphone 4s spy sms Msn spy windows 7 Sniperspy for mac Gps tracking java Spy ware entfernen Iphone 4s spy call Guy spy mobile app Nokia spy download Yahoo tracker golf Flexispy erfahrung Bluetooth spy hack Rock my spy 1 hour Tracking phone app Phone tracker 2013 Spy tracking units Download spyhunter Spyware prevention Abc news media spy Flexispy live help Text tracker gmail Sms tracker online Track texts online Mobile spy 6 login Track texts sprint Track an iphone uk Monitor spy camera Spy app that works Spy nokia asha 200 Mobile spying apps Spy phone mobile 9 Spy tracking watch Skype spy detector Line messenger spy Spy android camera Iphone track route Mobile spy website Iphone sms tracker Spy camera karachi Cell phone locator Spy for cell phone Spy media canberra Mobile ad spy tool Spy software viber Cell tracker scams Sms spy on android Iphone track child Spy on wifes phone Hidden sms spy app 1 mole spy android Spy hawk version 3 Spy whatsapp users Cell tracker legit Jason espy twitter Spy for samsung s4 Mobil spy download Bluetooth spy 2013 Android spy logger Spy for iphone 3gs Spymobile biz safe Spy bubble spyware Spy tracker lahore I spy software mac Software like mspy Iphone app spy gps Nano spy bluetooth M&b follow the spy Iphone monitor usb Track phone device Track iphone email Gps spy iphone app Spy phone iphone 4 I phone tracker uk Ip cam spy android Monitor app on mac Key logger program Kids mobile phones Spy recorder cydia Sprint job tracker App for tracking km Spy app for android Gps logs mobile spy