Scrybe — the calendar programI covered earlierr — is doing just the right things with their outreach. They are living proof that you can be sitting in Islamabad and still be able to top silicon valley!
So why is Scrybe’s marketing costs so low? Because they very accurately understand how the world has changed, and the advantages of this post-networking Flat World
They realized that YouTube is is a great way of getting attention, and they knew that their product can raise eyebrows.
Their total marketing cost has been the time taken to develop a simple product demo video. They put it in YouTube; it was voted upon until it rose up within its ranks.
Then, they tipped some blogs about it. Realizing that blogs is fast becoming the news source of choice — especially for people in the tech business (their primary target market it seems) this was a great way of spreading the news.
Suddenly bloggers all over the world — that they never paid to endorse the product — wrote the good and bad about the product (like I am doing) and within just a month or two many of silicon valley top people are aware about the potential of the product that a small company in Islamabad is building.
The other good thing they are doing is with their rollout plan — it is systematic.
So Scrybe guys: kudos.
With that out of the way, what are they not doing right?
They can cut down on their production costs if they follow the firefox model of openinig up their product to extensions.
Mainly though, they are not positioning their product right. Despite a great ‘context’ concept to introduce into calendars, I dont think they are targetting Joes — or even normal business users.
Maybe catchign all the nerdy hardcore users first is part of their plan of capturign lead customers, but I feel that the product might just be too focused only for silicon valley to really gain traction in consumer markets.
We will have to wait and see how it goes.