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Rusenko: Substantially all of Weebly's growth comes from word of mouth

David Rusenko · 1151 Weebly CEO: 50m Users, North of .5% Conversion to $8/mo · Sep 18, 2018 · at 12:05

David Rusenko, co-founder and CEO of Weebly, explains how the website builder acquires users without relying on paid acquisition or growth hacks.

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“So, so, so I'll start by saying that that we've had substantially all of our growth has been via word of mouth.”

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Rusenko: Having no competition indicates a market is small
“If you have no competition, that's a bad sign. You know, that's usually means you're in a small market.”
David Rusenko Sep 18, 2018 ▶ 4:48 1151 Weebly CEO: 50m Users, North of .5% Conversion to $8/mo
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Rusenko: Weebly holds more cash in bank than total capital raised
“And you know, today we actually have more cash in the bank than we've raised.”
David Rusenko Sep 18, 2018 ▶ 10:00 1151 Weebly CEO: 50m Users, North of .5% Conversion to $8/mo
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Rusenko: Freemium models require word-of-mouth growth and low marginal costs
“If there's a couple of things that has to work, it only works. Number one, if it is driving word of mouth for you, it only works. Number two if your marginal cost per additional user is low enough to sort of support the freemium model.”
David Rusenko Sep 18, 2018 ▶ 12:34 1151 Weebly CEO: 50m Users, North of .5% Conversion to $8/mo
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“Your model has to resonate with your customers in a way that they understand why they have to pay more for something, or they just won't do it. If it comes off as sort of fake, comes off as this like artificial constraint, it's not going to work.”
David Rusenko Sep 18, 2018 ▶ 21:44 1151 Weebly CEO: 50m Users, North of .5% Conversion to $8/mo
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“If you have a product that doesn't have product market fit, you're going to see really low renewal rates. If you have a product that has really great product market fit, you're going to see really high renewal rates. And I think that that, that, that is a key …”
David Rusenko Sep 18, 2018 ▶ 23:52 1151 Weebly CEO: 50m Users, North of .5% Conversion to $8/mo
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