Ruben Gomez (founder of SignWell) and Rob Walling discuss why founders must prioritize marketing channels based on customer location rather than personal comfort.
Insight
Gomez: Small companies cannot afford opportunistic generalist hiring
“You'll hear this sometimes, if you come across a really good person, then just hire them, but when you're a small company, you do tend to have very specific needs, and there is less room for that.”
Insight
Gomez: Founders launch second products as a reactive response to slow growth
“When somebody asks me, usually to me it's, I'm leaning towards you probably shouldn't do it. Most of the time it's a bad idea, and what I noticed, I don't know, This is what you've noticed, too. It's usually more of a reactive thing. They're reacting to someth…”
Insight
Over-optimizing early revenue damages long-term startup scale
“Sometimes when you overly optimized for revenue early on, you damage your chances for creating something much bigger later on.”
Assertion Not checkable as stated
Gomez: Adding Educational Friction to SignWell Consistently Cuts Paid Conversions
“Anytime we've tried to do that with SignWell, Even if it's educational in that way, it's not worked. It's actually, we've had drop off, because you typically have drop off when you add friction, but the idea would be that you get more conversions from the peop…”
Assertion Not checkable as stated
Gomez: CartHook's Upfront Application Friction Succeeded by Creating Exclusivity
“And he added this like crazy amount of friction up front by having an application that people would have to apply. And that helped reduce the amount of people that weren't a good fit, but it also had this side effect. It was like a exclusivity sort of thing, y…”
Disclosure
Gomez: Prompting Users for Business Emails Reduced SignWell Conversions by 30%
“So we tried that, and this was one of the things we're like, yeah, not that Google sign up. Let's make them type in, and then, like, say, you know, type your business. And we didn't cut them off if they tried Gmail, but we just, and we had a, like, I don't kno…”