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Darren and Aaron discuss the benefits of user feedback. Do you know how your SaaS customers and users really feel? Ways to capture it, when to capture it, getting reviews, and all it provides when you have it. The guys also catch up on their latest feature releases, progress, sales, and more.

A look back on 2022 and what took place for Leadferno and Whitespark. Features, sales, wins, challenges, hires, mistakes, and more are shared. We also look ahead to what kicks off 2023 for each of us.

Momentum is often cited as core to a company's growth. Aaron and Darren talk about at the power of momentum, when you have it, when you need to make it happen, how to help it happen, and more. We also discuss malt liquor and 40's in this 40th episode.

A recent tweet from B2B SaaS positioning expert and author April Dunford had the takeaway of "why choose you?" from your product demo. Aaron and Darren discuss positioning in your product demo, messaging, and marketing. In a crowded market with many solutions and choices, you need to understand and leverage what makes you unique and win in competitive comparisons. Here is April's Twitter thread.

We last talked churn in June 2019 on Ep. 8:  https://www.thesaasventure.com/episodes/08-churn-figuring-it-out-and-fighting-it 

Part 2 on what Leadferno and Whitespark are doing for marketing in 2022. Aaron talks about exploring paid search, co-webinars and hiring a service for cold outreach to book demos. Darren has been launching a ton lately and talks about their video marketing, landing pages and referrals.

Darren and Aaron talk about the SaaS marketing strategies for Whitespark and Leadferno in 2022. We covered marketing your SaaS features, podcast interviews and events. In covering just some of what we are doing - we declared this part 1, with part 2 to come! No doubt marketing your SaaS is so important in 2022.

Looking internally at your data, customer behavior and more can surface growth opportunities for your SaaS. Aaron and Darren discuss how to find these growth opportunities, some of Darren's discoveries and Aaron has a personal health update.

User onboarding in SaaS is a critical part of the user experience. Aaron and Darren look at the process of guiding new users to find value with your software product including sign-up, emails, in-app notifications, support and more. It all needs to work together to onboard a user and lead them to success with your SaaS.

A look ahead at what 2022 holds for Whitespark and Leadferno. Aaron and Darren lay out their hopes and wished for what they can build, accomplish, market and sell in the next year. 2022 should be a year of big growth for both SaaS companies.

Full show notes coming soon ... 

FULL SHOW NOTES[INTRO music]0:00:11.4 Aaron Weiche: Episode 31, SaaS is a marathon, not a sprint.0:00:16.2 INTRO: Welcome to the SaaS Venture Podcast. Sharing the adventure of leading and growing a bootstrapped SaaS company. Hear the experiences, challenges, wins and losses shared in each episode from Aaron Weiche of Leadferno, and Darren Shaw of Whitespark. Let's go.0:00:42.2 AW: Welcome to the SaaS Venture Podcast. I'm Aaron.0:00:45.4 Darren Shaw: And I'm Darren.0:00:47.0 AW: And if SaaS was a sprint, I would just already be collapsed at the finish line. And I probably wouldn't have finished first in my heat anyway Darren just...0:00:58.4 DS: Yeah, me too.[laughter]0:01:00.6 AW: COVID has taken its toll on my physical well-being. I need to keep working on getting that back under control, so... How have you been? 0:01:10.9 DS: Oh, I've been so busy. I've been...0:01:14.6 AW: Yes you have.0:01:15.4 DS: It's... The last few days have been nice 'cause I'm like, "Oh, just got so much free time now." But the summit, yeah, so we put on another local search summit, 30 speakers, three days, Holly, that is an endeavor. It's a lot of work to put on a virtual conference like that. And so it was all-consuming for the last couple of months, for sure. And all consuming for Jessie Low our marketing manager for the past six to eight months, for sure. And it was very successful. So I thought it was great. We had 3000 registered attendees. Lots of fantastic feedback. I think we did an even better job this year than we did last year, incredible speakers, an incredible talk. So I thought it was great. We came out profitable in the end. So, we're happy to break even because it's more of a marketing play than a money-making thing.0:02:13.2 DS: And a brand exercise, and we're really just trying to build our brand with the summit. And so we definitely got that and we didn't lose money on it. So there was some profit in the end so that was good. We're all a success. I have a post-mortem call scheduled with Jessie this afternoon and Sydney to discuss what went well, what didn't go well, and what changes we'd make for next year. That's what's going on with me. That's it.0:02:40.8 AW: Yeah, no, and I totally get... And you and I were texting a little bit last week during it, and even inside of those three days you had highs and lows, right? 0:02:51.6 DS: Oh man, it's the roller coaster of emotion. It's just like, yeah, I felt kind of low on the second day. I was like, "Oh, why are we doing this? My life is a failure."[laughter]0:03:05.7 DS: And then like day three, at the end of it, I just felt like just so elated with how well it went. That's just the life of a founder.0:03:15.0 AW: Yep, no. Same roller coaster as being a founder, right. I probably should have just taken a screenshot where one of your text was like the low, like, "Oh I'm second guessing everything." And then a couple of texts later was the next day and you're like, "Everything is awesome."[laughter]0:03:34.1 DS: Totally. Yeah, that's how I felt about the summit. Now I've kinda settled somewhere in the middle. Just trying to evaluate it logically and think about like, alright, is this a valuable thing for us to do and do we wanna invest so much effort into it next year? 0:03:48.6 AW: Well, one thing that I definitely noticed from the sales side of me is you put in a lot more calls to action for your products and services and things like that, and the breaks and slides and different things like that. Do you have zero visibility... Right, we're on the couple of work days outside of the event ending, do you have any visibility to... If that's made an impact or will it be something that you'll let run a little bit and then evaluate? 0:04:23.0 DS: Yeah, we've had a couple of really big days since the summit. And so I do think like I could tell just straight up finances being like, "Well, that was a good day." And then a couple days later, "Well, that's another good day." And so seeing that and noticing how close that was to the close of the summit feels definitely like there is a direct business boost. More sign-ups that kind of stuff. And so I wanna give it a bit more time because a lot of people don't take immediate action. They're like, "Oh, I saw the summit, I learned about this thing at Whitespark summit." And a week or two, or three or four later, they finally get around to signing up for the thing or trying our software. And so I'm gonna give it a month and then I wanna do a comparison of our accounts, like new accounts and new sign-ups from that period... From the last period and cross-reference it with attendees at the summit and then we'll see. Yeah.0:05:21.1 AW: Awesome. Well, I can only think or feel that it will be stronger than other things you've done just because I have either been a part or have watched other things that you've done all the way from your weekly videos to things like that. And this by far in a way was your most sophisticated or visual call to actions with what Whitespark offers and does. So I think that's a really good step forward, as you and I have discussed in some of our conversations like, "Man, you crush at education, you crush it, putting stuff out there." You have a lot of opportunity in the trade. I'll give you all these great things. Please just listen to how our tools and services can support you in some of these things that you're doing. And just being a little more firm in asking them to do a free trial or to look into your services and tools. I felt like you really... I was looking at that and part of me was like, "Oh, this is good. This is good, do those things Darren." So good job.0:06:30.5 DS: Yeah, calls to action. You gotta call them to action, if you want them to take action, you should give them a call.0:06:36.3 AW: Yes, it's great, it's great to be top of mind because of all the goodwill and how you've positioned yourself as an expert... Yeah, those things are totally great. And so in six months, if they have a customer that needs something specific that folds into that. Yes, you will likely be top of mind because of how you've established yourself. But there's a lot of people that you can get to take a next step, while they're also feeling that euphoria and feeling like, "Oh, I'm learning new things, it's time to do new things, it's time to change a tool I'm using or to start using something like this, and now I have trust and I have excitement and I wanna do it right now." So just make that road really... Or that bridge really easy for them to cross.0:07:19.4 DS: Totally. Well, you're a master at all of that, so I always appreciate your advice and yeah, I agree that that's a key thing that I'm really trying to get better at, and I appreciate you pushing me on some of that.0:07:32.3 AW: Yeah, well, like I said, if you look at the world of like, you can only get what you give, you give. So I totally think you asking for a little get, that's no problem at all. And speaking of that, you had to compile and put out the local search ranking factors report as well, which is a massive undertaking.0:07:56.1 DS: That... Yeah, so that was a big part of what consumed me leading up to the conference, 'cause not only did I have to deal with some organization. Jessie, of course, took care of most of it. But it was really just compiling the data and analyzing the data and putting my own presentation together. That was a ton of work for sure, and so now that that's off my back, I just feel very light right now, but I do have to get around to writing up my findings into a blog post and get it published.0:08:26.3 AW: Yeah. When do you exhale harder? When you log off the summit on the last day? Or when you wake up the next day and you just don't have all of that hanging on you? 0:08:38.7 DS: Yeah. I felt pretty relaxed after the moment the summit ended, I was like, "Yeah cool, I don't have it, I don't have to do a anything." And then the next day, actually, I had a bunch of wrap-ups stuff I had to deal with, so... Yeah.0:08:55.1 AW: So you clicked close and then you're just like, "Joe, get me a beer." [chuckle]0:09:01.3 DS: Well, I would have gotten my own beer. I would never... I would never do that, that would not go over very well. So I'm very capable of fetching my own beer.0:09:11.1 AW: I just meant in a celebratory way, right? 0:09:14.4 DS: Yes, I definitely did go down to the beer fridge, yes, immediately.0:09:18.8 AW: And just possibly being passed out in your chair. Like nonstop, three days, all of the emotions, everything else, you might have just been tapped out, so.0:09:29.2 DS: I was very tapped out. Absolutely.0:09:31.3 AW: Oh, awesome.0:09:31.3 DS: How about you? What's up with you these days? 0:09:34.7 AW: Since we talked just the week before we were launching, so Leadferno has launched, and it's gone okay, there hasn't been any part of it where I'm like, "Oh my gosh." We talked before, I wanted to hit 50 trials, and you said 10. And yeah, we were closer to 10 than 50, so you were spot on there ...0:10:04.3 DS: Wait, didn't I say the opposite? You said 10, and I was like, "No way, you can get like 700."0:10:09.8 AW: No, no, no [laughter] you were more of the voice of reason with it, but it was... It definitely went well. And I look at... Right, it's not like the world was waiting for this, and the fact that news broke, that Leadferno has launched, didn't send people running into the streets and...0:10:31.4 DS: Yeah. I did see it on CNN actually, that was huge. That was huge.0:10:35.6 AW: That would be bad. I can't imagine a scenario where I get that kind of press of something great, it would be like, Leadferno took down the internet, everyone is mad. I don't know what else.0:10:47.5 DS: That's right. Weren't you responsible for that Facebook outage? That was you guys, right? Just so much traffic, you just ruined the servers.0:10:56.2 AW: I was... That was interesting, between the... When the whistle blower interview happened, and then the next day they have that outage, it's hard to believe like, "Oh, maybe someone inside was also like, yeah, I'm not gonna go that far, but I'll sabotage something on the inside to make an outage."0:11:09.4 DS: I know. That wo

Show notes coming soon ...

FULL SHOW NOTES[INTRO music]0:00:10.5 Aaron Weiche: Episode 29, Prioritize or Die.0:00:16.2 Intro: Welcome to the SaaS Venture Podcast, sharing the adventure of leading and growing a bootstrapped SaaS company. Hear the experiences, challenges, wins and losses shared in each episode from Aaron Weiche of Leadferno and Darren Shaw of Whitespark. Let's go.[music]0:00:42.5 AW: Welcome to the SaaS Venture Podcast. I'm Aaron.0:00:46.0 Darren Shaw: And I'm Darren.0:00:48.0 AW: Did you see what I did with that clickbait title of our episode today, Darren? 0:00:52.9 DS: I did actually. I wrote something different, but yours is way better, yeah, that's good. [chuckle]0:00:56.8 AW: I think I was mostly trying to avoid, right? You had wrote prioritization and I was like, that just sounds like a word that I will somehow mangle when we go to hit record, and then yeah, I just went all-out sensationalism and clickbait and...0:01:12.2 DS: And I actually think, not only is it clickbait-y, which is great, but it also was accurate. I think that it's really the theme of this episode.0:01:20.9 AW: Yeah, and it's not... As we get into it, it's not an instant death, it's just probably a slow death if...0:01:28.8 DS: Absolutely.0:01:29.8 AW: You don't adhere to it. And yeah, I'm super excited to get into that. But it's been five weeks since we've last recorded, and we caught up a little bit before hitting record. Sometimes I think we should just hit record the second we get on and let people hear all of our small talk, and then maybe wrap that into the after show. We usually have really big... We just had some really big ideas. We'll see if we can put those into play someday. But...0:01:57.2 DS: Yeah.0:02:01.7 AW: What has been consuming your time this last handful of weeks? 0:02:07.0 DS: I've been busy with the summit. Just, I've been on lots of calls with the team, planning our software, and lots of summit stuff. So just trying to get all work...0:02:19.3 AW: So you're talking about, for those that don't always listen to us, you put on a local search summit, virtual last year, it was your very first one.0:02:29.2 DS: Yeah.0:02:29.3 AW: Remind me again, how many speakers... I know the attendee number was super high. Like frame up how the very first one went.0:02:36.8 DS: So our Whitespark Local Search Summit, the first one we did last year, a virtual summit, it's free to attend, pay if you want the recordings, and we had 6,000 registered... People registered for the event. We...0:02:56.7 AW: That's so awesome.0:02:56.8 DS: It was huge, yeah. So I was a little bit shocked with how well we did. We had 32 speakers, I think, a three-day event. And so it's a lot of work to put it together. So this year, I'm really excited about how things are shaping up. Our line-up is phenomenal. We've got incredible speakers like Aaron Weiche speaking. [laughter] So it's gonna be fantastic. I can't wait for it. We really put a lot of polish on it this year. I gotta give a shoutout to Jesse Lowe on our marketing team, she is our marketing team, and she...0:03:29.8 AW: Go Jesse.0:03:33.2 DS: She's done such an incredible job with the design, and we're building our website now and our sponsor deck, and just everything is just getting really nicely tweaked and polished, and it's gonna be an incredible event, and I think that we're shooting for 8,000 registrations this year, but it really feels like that level of conference quality that you might see at a Moss Con, I feel like we're hitting our stride with it this year and really kinda taken it to that next level. So been really busy with that, trying to get that stuff working out.0:04:03.5 AW: That's just so incredible, like when you say those numbers. I remember that attendees were in the thousands, but again, first-time event, you pull it off during a pandemic.0:04:15.1 DS: Yeah. [chuckle]0:04:16.1 AW: Some of it probably helpful 'cause people were just so hungry for good information, good interaction. I remember, I super enjoyed... So many of the speakers are like friends and people that we see on the conference circuit that you get to see in person and have a beer with or grab dinner with, and it was just like... It was just great to hear David Mihm present. It was just great to hear people that you're used to that are smart and have something different in your day than Zoom calls with your internal team. [chuckle] So...0:04:50.1 DS: Yeah.0:04:51.3 AW: Those are some lofty goals, man. 8,000, that's awesome. I can't wait.0:04:54.3 DS: I'm a little bit worried that instead of increasing our registration count, we might drop, and one of the concerns I have is just virtual conference burnout. It's like we kinda hit it and at a sweet spot last time around, whereas it's been a full year, and I don't know, my inbox is blowing up with virtual conference invites all the time, and so I just wonder if people are a little bit burnt out from it, but we'll see.0:05:20.4 AW: Yeah, could be, but I would say in the local space, other than local you, nothing else comes close to the level of content that you put into that event. So I think no matter what, even if you stay the same, even if you're a little bit lower, like you've put something great in motion that I can't wait for it to be like an in-person, just imagine like... Imagine if you're able to pull off a 1000-person in-person conference event in local, that would be nuts.0:05:54.7 DS: While we plan to do it, I actually have already looked into doing the conference at the Banff Springs Hotel in Banff, Alberta, and so one day we're gonna go to... It's like castle in the mountains, in the rocky mountains, it's so beautiful. I wanna do it there. I've looked into pricing. I would have done it if I felt confident that by 2022, we wouldn't have weird COVID variants locking us down again, but their cancellation policy is like, "You gotta sign that contract, and if you back out, you lose 75 grand." So it was like, "Okay, I can't commit." But 2023, I feel like we're gonna do it. We're gonna do it in the mountains, it's gonna be great.0:06:35.1 AW: Oh my gosh, that sounds epic to say the least.0:06:39.1 DS: Yeah. I want that to happen.0:06:45.3 AW: On my side of things, you and I talked during this as friends, and then professionally on a couple of things, but I had a hard two, three weeks of being able to focus on work, which is really strange for me because I'm definitely a workaholic, work is a hobby, I just love being immersed, but the short of it is, my mom has Lewy body dementia, and it's gotten to the point where she can't live on her own, and so we had to transition her into assisted living, and the combination of visiting facilities and finding the right one for her and organizing everything that goes into a transfer like that and to some of the medical things and records and application and process, and then she was living in a town home that we owned, so cleaning that out, and then my wife and I decided to sell the town home as well, with my mom moving out of it, we just felt like the timing was right, and real estate market's great.0:07:46.3 AW: So it was really hard. I'm normally like a lot of hours, 50, 60 hours easily of high-output work, I was probably more in the 30-hour range and having a hard time focusing 'cause of these bigger things, and it was really hard on me for a little bit because I'm just so not used to it. It was just jarring off of my normal schedule and what I usually put myself into and everything else. So it's nice to be on the other side of that now and feel Mom has moved and settling in and that's a really... That's a good situation for her and everything else, and the town home was sold and closed and that's wrapped up, and so we're not spending nights and weekends over there getting it ready to sell and that whole process. So it's definitely threw me for a loop that when I was in it, I definitely felt like I was just like kind of treading water, if not drowning and looking around, like, "What direction do I go here? This feels awful weird."0:08:49.4 DS: Oh man, I'm so sorry. It's gotta be... It must have been really tough, must continue to be really tough for you with your mom, so I'm really sorry to hear that.0:09:00.0 AW: Yeah, no, I appreciate it. You and I, we had some personal conversations that were helpful, easy outlet for me to talk through some of those things. But yeah, it's just... The reverse parenting and the things that go along with that is you enter the next stage of life. It's definitely interesting, and yeah, it can be overwhelming and... I don't know. I guess I just wanted to share that for those of you running a company, starting something, all those things are hard enough, and that's not even throwing in what real life throws at you [chuckle] sometimes, and when you're an entrepreneur, you just live so much of your life in the business, and it can get hectic. So know if it's getting hectic for you, you're not alone, and hopefully you find the right people to talk to and the right ways to sort through it, and you get to the other side of that moment.0:09:51.9 DS: Yeah, for sure. We all have the things that come up that we... We try to run a business, but life interrupts often. Yeah.0:10:00.9 AW: On the plus side of life, I'm fully vaxxed, that says of like three and a half, four weeks ago, so I've had weeks now to live as a vaccinated person. I booked a flight just two days ago. I felt like such a noob going into my Delta app and like, "Oh, how do you book a flight?" I had completely forgotten. And booking a hotel, all of it just felt... I felt like I was making these huge purchases on something literally... I used to probably do 30 to 40 flights a year, something that I used to do a lot. I probably illegally was booking flights while driving somewhere. It was just that common of a repeated process. And then I actually bought tickets to SaaStr. They're doing in-person in September. They said you have to be vaccinated. I think almost the entire conference is outdoors. They're using a big outdoor facility out in California  ____.0:11:00.6 DS: Oh wow.0:11:01.0 AW: So I'm really interested to check that out and see that and looking forward to it. I th

FULL EPISODE NOTES:0:00:12.1 Aaron Weiche: Episode 28: Vision and Mission.0:00:16.0 [INTRO]: Welcome to the SaaS Venture podcast, sharing the adventure of leading and growing a bootstrapped SaaS company. Hear the experiences, challenges, wins, and losses shared in each episode, from Aaron Weiche of GatherUp and Darren Shaw of Whitespark. Let's go.0:00:44.2 AW: Welcome to the SaaS Venture podcast. I'm Aaron.0:00:48.2 Darren Shaw: And I'm Darren.0:00:49.5 AW: And, Darren, I think from our conversations that we have weekly, you and I, we've both gotten one shot in the arm now, which is nice to report.0:01:03.6 DS: That is really good to report, yes. I'm just waiting for the second shot and hoping things come back to normal, but a bit apprehensive about things going back to normal, because of variants and whatnot. But it's definitely a step in the right direction, feels good to have some protection that I likely won't die from COVID now.0:01:26.6 AW: There you go. Yeah, that's pretty much... Once you're fully vaccinated, that's proven to be 100%, your protection, depending upon what you're getting, 50% to 90%, mid 90%, depending upon which shot, what application types. But the fact knowing that it won't take you out is definitely reassuring and that's awesome. And, yeah, I can... I've fully accepted the way things were 16 months ago might never be the case, but...0:02:06.8 DS: Same.0:02:07.3 AW: I just... I've come to, like, "Okay, here's how to hedge your bets and to be smart, get vaccinated, all those other things, and... " Yeah, I'm excited to just dip my toe a little bit more into the social world. I'm definitely gonna get on a plane in June, so I'm excited about that. That'll feel awkward.0:02:32.0 DS: Amazing, wow. What an experience.0:02:34.0 AW: Both my co-founder and I will be fully vaccinated, so it's like we're long overdue to have a two, three-day jam session in person, melt some white boards and do something more than Slack, Google Meet, Zoom, everything else we've done.0:02:53.3 DS: I like that, it's a SaaS jam session. Rather than melting faces with guitars, you're gonna melt brains with white boards.0:03:03.6 AW: Yeah. We're just gonna be so high off of expo markers, it's gonna be wonderful. [chuckle] Other than that, what's new with you? 0:03:17.0 DS: What is new? Let's see. In the world of Whitespark, we did launch our new account system, I think I talked about that in the last podcast, that we were about to launch that. We launched it, and it was generally a pretty great launch. Nice and smooth, team did a great job on that. We have obviously lots of kinks to work out post-launch, as there would be with a whole new billing and account system. With that, we launched our new services packages, which have been very successful, so businesses thriving on a listing service side of things, so that's great. Busy planning the next Whitespark Local Search Summit for 2021, that's coming up right away. We're gonna be having that near the end of September, so we gotta get our speakers lined up, everything pre-recorded, get our sponsors in place, we're working on all that.0:04:09.0 DS: I've been really busy with these Whitespark weekly videos. I put in a good five to 10 hours every week, making these videos and then getting them published. It's going really well. I think that they're driving business for sure, we definitely feel the uptick. And we're growing our YouTube channel. We're at 1200 subscribers on YouTube or something, so that's been good.0:04:30.5 AW: That is such a massive undertaking. I would feel that that is so daunting, and you do such a great... I mean, when you tackle these topics, it's not just, "Hey, here's a few things in this direction." You are pretty exhaustive in what you're putting together on these, and great long-form content, blog posts, the videos, I see it all on my social channels. These things are legit and take a whole day out of your week, too.0:05:03.3 DS: Yeah. They might take me five to 10 hours to build and to actually prepare the deck, prepare my notes, figure out what I wanna do, all the research, record the video, then... I don't know how much time my video editing team spends on it, then I got Jesse working on getting it all up on the blog and doing all the promotional stuff. This is just a ton of work, but I believe in the rewards, particularly believe in the long-term rewards. If you can stay with it consistently week after week, month after month, year after year, you end up hitting this point of... It's like the TSN Turning Point, where all of a sudden now we have 50,000 subscribers on YouTube. And the thing is just a snowball that continues to drive value. So, I'm just gonna keep at it a good two years in. If two years we still don't have more than 1200 subscribers, then I'll totally give up, but I believe in the power of this, particularly long term.0:06:04.5 AW: We talked outside of our podcast recordings on this, and I think... And it's something you agreed and you're gonna implement, finding more calls to actions within this content. Because it is so great, it's attracting eyeballs, and it's taking it that last mile and giving people a clear next step on how to get a little bit deeper, start using one of your tools, investigate one of your services, but really working not just a traffic tool but a conversion tool as well.0:06:40.1 DS: I have already started implementing that, yeah. So, that's already... We're going through our content and finding good spots to drop, like little subtle banners. It's not like in-your-face blinking, but it's like, if you're looking for help on this particular aspect, hey, we have this software, we have this service, whatever it is. And so we're definitely integrating that into the content. And again, speaking about long-term value, that content will continue to drive views and people checking it out, and so that's getting our products in front of more people all the time.0:07:14.7 AW: Now, I feel that's especially important with the amount of time you and even the team is sinking into this, for you to have clear metrics that even go past traffic acquisition. I think you need to see... You can definitely tell, right? You feel there's a relation between putting these out and seeing just spikes in sign-ups and things like that. But you definitely wanna get probably pretty confident in the data that's there when you're gonna peel a quarter of your week off on to one thing, right? 0:07:52.7 DS: For sure. And we have... All the little ad placements we'll put within the content will have GTM tags, and they will track conversions in Google Analytics, so Analytics will be able to see if you can go to the campaign and see actually how much money they generate. We're getting all of that technology connected, making sure that we're tracking it well and pulling it into a dashboard. That is another thing we're working on actually. Within the launch of new accounts, we had everything, all of our subscriptions, in Payflow, which is a PayPal product, and we have since launched on Stripe, which offers a ton of benefits to us. And I didn't realize this, but you can send an email to PayPal and say, "Hey, we've moved to Stripe, can you please send us a dump of all our subscription data?" And then you can... Stripe will import it. We're gonna get everybody off of our legacy payment provider and put them on Stripe, which is phenomenal, so that gives us... Within the next week, we're gonna have everybody on Stripe, which means I can set up their metrics, gonna have excellent reporting. Can't wait.0:09:01.5 AW: That's awesome. That's a big win, and not having to cycle through users and have them re-add credit card information over time everything else, that's huge.0:09:14.0 DS: It's super huge, 'cause that was actually our game plan, was every time someone logs into an account, it'd be like, "Oh, we've got a new billing, can you please reenter your credit card data?" That was what we were planning to do, but this is way better.0:09:25.9 AW: Yeah. Yeah, that would have been scary.0:09:28.1 DS: Yeah. What's new with you? How are things going at Leadferno? 0:09:32.1 AW: They're going well. The general consensus is good momentum, especially April has just felt like it's gone really well. I'm spending a lot more of my days on demos and sales type opportunities, lining up pilot customers. And what's been really nice, especially our last couple of pushes and with the amount of features releasing in those pushes, my early demos were, "Here's what's there right now, if you were to test this, but here's 75% of the things that will be coming."0:10:13.2 AW: And now we've hit the point where 75% of it is there, and it's just kind of 25%. And the 25% are bigger things not necessarily features, per se, as infrastructure items, like how our profiles work, which segments locations or departments, where sales team would have one shared inbox and the service department would have a shared inbox, our internal admin tools for managing accounts and customers and things like that. We're using Stripe as well, so just starting to get some of the billing stuff tied in. And those are the really big pieces. We probably only have two or three features left to build for wanting to launch in June.0:11:01.1 DS: Great.0:11:02.0 AW: Yeah. But we have those big pieces. I go back and forth. Some days I'm like, "Man, I feel 90% confident we're gonna nail this and be out there in June," and then the next day the stand-up feels a little wishy-washy and there's a few new blockers, and then I'm like, "Okay, maybe I'm about 50% we're gonna make it to launch in June."0:11:21.7 DS: Sure. I'm always overly confident, to my own detriment. I'm always like, "Oh, this is gonna be great, we're gonna totally launch next week."0:11:29.7 AW: I'm probably more... I don't know if I'm pessimistic, but I definitely fall into reality, and doing just so many releases and doing small features and big features, and just so many different things, I feel like there's some key indicators that you kind of see where you can truly have comfort and confidence that you're gonna deliver. And until I see those, then I'm usually like, "Yeah, I'm not going a

FULL SHOW NOTES[INTRO music]0:00:12.0 Aaron: Episode 27: Plan the work, work the plan.0:00:16.2 INTRO: Welcome to the SaaS Venture podcast, sharing the adventure of leading and growing a bootstrap SaaS company. Here are the experiences, challenges, wins, and losses shared in each episode from Aaron Weiche of Leadferno and Darren Shaw of Whitespark. Let's go.[music]0:00:42.3 Aaron: Welcome to the SaaS venture podcast. I'm Aaron.0:00:45.7 Darren: And I'm Darren.0:00:47.7 Aaron: Darren, I wanted to start today with a little bit of an inspirational quote for us in our planning topic. Are you ready? 0:00:55.7 Darren: I'm ready. Let's hear it.0:00:57.0 Aaron: So Eleanor Roosevelt said, "It takes as much energy to wish as it does to plan."0:01:05.1 Darren: It's a solid quote.0:01:07.4 Aaron: I like the positivity of wishing and day-dreaming without the work involved, [chuckle] but I get where she's going.0:01:15.2 Darren: Just take your wishes. They're all running around in your brain. Just write them on paper and you're starting to plan.0:01:21.0 Aaron: There you go. One other note. We are also using video recording for this episode. We're gonna test this out and see. When we watch it back we'll [0:01:33.2] ____ if we're cringy or it's just not something that we want or if it's a good second medium for us to distribute our talks.0:01:44.1 Darren: I think our subscribers are gonna go through the roof. You're so handsome. You're gonna have [chuckle] so many people being like, "Well, I wanna see more of that Aaron Weiche."0:01:54.1 Aaron: I'm pretty sure there's not enough of a filter to combat that to make that come true, but it sounds good. All right, well, hey, it's been almost two months since we recorded an episode. I'm definitely to blame on that. I've been super heads down with some things, which we'll talk about my side of planning work and working the plan, but how have things been? Are there any changes in your life in the last two months during the pandemic? 0:02:22.8 Darren: No. Pandemic-wise, it's all the same over here. Nothing really has changed. No one's gotten vaccinated in my immediate family yet, so it's all same stuff here. Busy with work. You're definitely not all to blame. I have been heads down on a bunch of stuff as well, and so I haven't sparked a podcast conversation, but yeah, what's new at Whitespark? Let's see. We launched actually a really big update to our Local Rank Tracker. It's not the kind of thing that has much impact customer-facing, but we've rebuilt the whole thing in our standard tech stack. It used to be on Angular, and now we've switched our front-end JavaScript framework to View, which has many positive impacts for us. We're able to iterate on it much faster. The software is more organized, and so it really opens us up to quicker feature releases on our Rank Tracker, so I'm excited about that.0:03:25.8 Aaron: Nice.0:03:26.8 Darren: We are finally about to pull the trigger on our new account system that I've talked about on the podcast many times, but it's actually happening. And I'm not even gonna say two weeks. It's actually happening in five days on Tuesday. Tuesday is the day that we're gonna pull the trigger, and actually on that day, we've decided we're going to raise the prices of our premier SaaS software, the Local Citation Finder. We're doing a big price increase on that, that I've been talking you a lot about, Aaron. I'm excited about that. I think there's great potential there. I feel like it's long overdue. We've had the same price of that software since we launched it 10 years ago. I've never increased prices, so it's long overdue. I feel like we're just gonna flip the switch and be just all of a sudden, we're making a lot more money, which we should've done a long time ago. So I'm excited about that. And we've got a big new feature to launch. I've talked about this before, I think, on the podcast, which is our citation auditing component that's gonna be integrated into our Local Citation Finder. So that's next on our agenda. That we're gonna be diving deep into that. It's mostly done, but pushing towards launch on that as well, so that's what's new in my world. How is Leadferno going? .0:04:42.9 Aaron: Yeah, well, one, it's great to be public with Leadferno. I think that's the biggest thing in announcing this. Just Monday of this week, I mentioned to you when we were talking before, hitting record earlier today is having this time between leaving GatherUp and just helping wrap up some things there and whatever else and diving head deep into Leadferno, but not really having it in a place where I wanted to promote or talk about it. That was definitely hard. So it was like... In my planning, it's like I had this plan on how I wanted to announce. I wanted to have the marketing website ready, and I wanted to have it to a pretty like, I don't know, full-blown or at a pretty solid part, to be able to build content around and screenshots and specific features. And early in the product and planning, there's a lot of that that you still don't even know how it's gonna end up or come true. You don't have visuals for it, things like that. So that was definitely one part of figuring out how do I make the most out of announcing what it is and driving people to something that actually does a good job of explaining it and all those pieces. So yeah, that was just a huge shift this week in being able to say like, "Here it is. Here's what it's called. Here's the link to it." And be able to socially do that in my professional profiles and my personal profiles. That was awesome.0:06:26.3 Darren: Yeah, I was excited to see the tweet from you and see that you've gone public with it. It's like, "This is the thing. You can check it out now. This is what's coming." So that must be a huge relief and just feel good to get it out there.0:06:41.5 Aaron: Yeah, I was kind of laughing. It checks the boxes on that social high or that dopamine hit you get when your LinkedIn posts and all the congratulations and the comments and the likes and retweets on Twitter and everything else. It's like this fever pitch. I kind of laughed at myself 'cause it's like, "I want that. I need that. I need word to spread on Leadferno and what it is and what it does." But I also felt like one of my teenagers where I'm worried about how many likes are on my TikTok video and things like that. It's like, I was like, "Oh, geez. Don't get caught up in this." But yeah, Monday was definitely just a rush all day long of people reaching out, people I forgot I had in my LinkedIn network where it's like you build these networks of, I don't even know, thousands of people, and then you get something and then you're like, "Oh, who's that? Where did I meet them at?" You go back and recall all of that so.0:07:40.7 Darren: Well, I think you coined the phrase, "LinkedIn is slow Twitter."[chuckle]0:07:46.9 Aaron: Yes. I'm glad you remember that. It totally is.0:07:50.7 Darren: Yeah, it makes some sense. You post something on LinkedIn, it continues to gather likes and comments for weeks, whereas something on Twitter, it disappears within half an hour.0:08:00.9 Aaron: Yeah. No, you're absolutely right. The Twitter steam settled down within 24 hours, and you're exactly like, "I'm still getting messages three days later on everything related to LinkedIn and whatever else." So people can check LinkedIn once a week and feel like they really haven't missed out on too much, where if you're really into Twitter, you're on it every few hours at least, so...0:08:27.2 Darren: Yeah, well, congratulations on going public with your new software, and you got some pilots running too. I'm excited about that. How are those running? 0:08:38.1 Aaron: Yeah, so far so good. I have five pilots up and running. It was definitely hard on me. You have this incomplete product. You know all the things that you want it to do. The vision's there, but you're also rolling out this like, "Hey, it does one-fifth of what it's going to do it in three or four months. Is that good enough for you?" [chuckle]0:09:01.5 Darren: Yeah, you probably get a lot of feedback too where people are like, "Oh, this is great. Can it do this? Can it do that?" And you're like, "Soon, coming. Yeah, we're working on it." [chuckle]0:09:11.3 Aaron: Yeah, so it's great when you get the requests that are in your product road map because that just affirms that the things you thought or what you know to be like feature parity, things like that, are true, but the other part, though, some of the feedback, there's been a handful of things. There's definitely one thing or all the early ones, so it's like, we built it and it's a desktop app only right now and it will be when we launch and then we'll be building our mobile apps right after launch. So with that, really the biggest thing, every time I was doing a demo for a potential pilot user and as they got on it, all had to do with notifications. And it was kind of interesting where it's like, "Yeah, we kinda knew that we built in... We had notifications on our road map, so we fast tracked doing your operating system notifications." You get the little alert that says, "Allow or Block." You allow it. That way, if you just have the window open, you're in a different tab, different browser, whatever else, you're gonna get that notification. But I've learned it's not enough. People have become so dependent on their phone telling them things, so what we're actually looking at doing now is building an SMS notification to fill the gap before we get to apps, so...0:10:35.9 Darren: That's good.0:10:36.5 Aaron: Yeah, yeah. So you'd just be able to drop your own mobile number and your user profile, and it'll just say, "Hey, you have a new lead from Leadferno." That will hopefully be that stop gap until we get an app that has push notifications, and you get your annoying red bubble that you don't want the numbers to go up on.0:10:56.7 Darren: That's perfect. And then at the very least the business owner gets a heads up that there's a new lead, and they can just jump in there and respond to it right away.0:11:03.3 Aaron: Yeah. Absolutely. Other than that, I've been doing Mechanical Turk notifications. I

FULL SHOW NOTES[INTRO music]0:00:12.2 Aaron Weiche: Episode 26, A Big Change.0:00:16.0 S?: Welcome to the SaaS Venture podcast, sharing the adventure of leading and growing a bootstrapped SaaS company. Hear the experiences, challenges, wins, and losses shared in each episode, from Aaron Weiche of GatherUp and Darren Shaw of Whitespark. Let's go.[music]0:00:44.6 AW: Welcome to the SaaS Venture podcast, and welcome to 2021. I'm Aaron.0:00:50.3 Darren Shaw: And I'm Darren.0:00:51.6 AW: And Darren did you know that 99% of the time for lunch, I eat a turkey, pepper jack cheese, mayo and avocado sandwich? 0:01:05.9 DS: For how long, is this for the past seven years, you've been eating this for lunch every day? [chuckle]0:01:11.4 AW: I would definitely say the percentage has kicked up highly during COVID, so the last year now, but yeah, just because I'm home just about every single day that's kinda... If I'm home, that's the sandwich I'm making. And my kids just laugh at me, they ridicule me about just how basic, boring and the same I am.0:01:39.1 DS: Oh, that's funny 'cause I'm exactly the same. This is a life hack, Aaron, it's like you're reducing your decision fatigue, you don't have to think about what you're gonna eat for lunch, you just know what you're gonna eat and you just go and make it, and it's one less decision to weigh on your brain. It's like the Steve Jobs thing, he just wears the same thing every day, he gets up, puts on his outfit. [chuckle] So yeah, it's a smart... The smart move.0:02:02.6 AW: Right. I'm gonna choose to look at it as an optimization then. I just got done eating lunch before this, that's why it was on my mind now is just like, I make the sandwich, I have a basically... What do they call it? I think they call it a sandwich cut or a deli cut pickle. So it's not a dill pickle spear, it's like the flat slice but ridged, so it's got some texture to it so...0:02:28.9 DS: Okay, good.0:02:29.7 AW: Every day.0:02:30.0 DS: So that's what we're talking about today, just we're talking about sandwiches [laughter] on the podcast.0:02:34.2 AW: Totally, I love sandwiches. Someone tweeted this week talking about that they forgot to exclude mayo on a sandwich that they ordered from Jimmy John's, the sandwich franchise. And I was like, "No, it's not a sandwich without mayo, that is the ingredient, that's like sandwich glue. You need that, without it, it's just bread with stuff like." [chuckle]0:03:00.6 DS: I used to love when I was a kid... This is really weird. [chuckle] When I was like, I don't know, between the ages of 10 and 13, I used to love to eat... This is the weirdest sandwich, it was just two pieces of bread, mayonnaise and jam. [chuckle] It was just this disgusting sandwich that I ate all the time when I was a kid, really weird.0:03:21.9 AW: Wow, yeah, the mayo and jam combination that definitely... I was waiting for peanut butter, bananas, there's definitely some variations. I don't think I've ever heard jam and mayo. [chuckle]0:03:34.1 DS: And mayonnaise, I don't... I was just on a jam and mayo sandwich kick for a while.0:03:39.6 AW: Oh my gosh, for me at that age, it was like peanut butter and jelly and nacho Doritos. I think that was my lunch, especially during the summer at home as a kid, I made that every day.0:03:52.5 DS: Well hey, you and I, our next SaaS product is gonna be sandwich related.0:03:56.5 AW: Oh, this is brilliant. I would love a company that was named after a sandwich or something like that, I'm all in, so.0:04:03.8 DS: Alright.0:04:07.1 AW: Right, well hey, let's catch up on some other things besides our sandwich habits and our sandwich secrets. I hope our listeners feel really good about what we bring to the table...0:04:18.4 DS: They've all stopped listening at this point, I think.0:04:22.9 AW: This is what you got for 2021, sandwiches? [laughter] Anyway, catch us up on how the year started for you, Darren.0:04:31.6 DS: Alright, it's been a good start. We kinda went out with a bang at the end of 2020. We had a big launch of our Rank Tracker, and it was, I guess, probably in June, we launched our updated local citation finder and man, we've just been on a roll, it continues to grow. We were going through some declines on our subscriptions for a while, and that trend has been completely reversed and yeah, every week numbers keep going up, so it's been great on the software side of things. Great on the service side of things too, I've just been so busy doing marketing and lots of presentations because of the local search ranking factors, which I officially released at the end of the year, so just been doing tons of webinars and podcasts and presentations around that. So that's been... It's been good and it's been driving business for sure.0:05:24.5 AW: That's awesome.0:05:25.8 DS: Yeah, so yeah, it's been good. Got lots of stuff coming up in 2021 as well. It was a good end to 2020, a good start to 2021. And man, we have so much in the pipeline about to launch for in the next month or two, and I think it's just gonna be a great year. Yeah, it's looking good. Lots of optimism.0:05:50.3 AW: Yeah, that's a really great feeling. One thing, you and I, we did a non-recorded call, just catching up and seeing how things were, and one thing that obviously really stood out to me just 'cause we'd had many other conversations about it, but you were commenting on your engineering team has really found its sweet spot in efficiency and what they're kicking out. And that was great to hear just because prior months we had had talks, it felt like things were... Something was missing structurally or process, or even possibly people, and you were working hard to get your finger on it and change some things up, and it sounds like that's worked.0:06:32.3 DS: It worked really well. So step one for me was getting myself personally tuned into it, because the software team is busy doing stuff all the time, but I wasn't really hooked in, and I didn't know what they were doing, and so as the founder I just always had these lingering doubts. I'm like, "Are they doing anything?" I'm like, "Why is this taking so long?" But I wasn't really involved enough to know how things were progressing. So I started a daily stand-up. So we now do a daily stand-up. It takes about 10-15 minutes and everyone just kinda outlines what they do. We're recording all of this in Confluence, which is Atlassian, same company that makes Jira. So record that every day, and it's just so... That immediately dissipated any doubts I had. It was just like, okay, cool, I'm now in this. I'm involved. I know what's happening. It was really helpful for me, personally, to be able to see what was happening, and I think it was helpful for the team too, because it just sets the day every day. Every morning, we set up, like, "This is what we're doing. This is what I did yesterday, these are things we're doing today."0:07:38.6 DS: And then at the end of the year we did annual reviews for all of our staff, and I promoted one of our developers to a team lead position. So that's been really helpful too, because I'm not the best person to be the team lead, and I was kind of the go-to person for all software team-related decisions, and I was a bit of a blocker in a lot of stuff. And so putting Troy into our team lead position has been really helpful too, and so now we've got processes in place and we got the daily stand-ups, and then we ended up hiring two more people too. So we've got one more full-time guy, and we have a part-time student developer, and it's just like, "Wow, it's all... " All systems are firing, and the dev team is building stuff faster than I can review it. It's like I got a backlog of like I have to review this app and I have to review that app, and it's like, "Dude, they're waiting for my feedback on stuff, 'cause I've just been busy with other things." And so things are really going awesome on the dev team. Love it.0:08:45.2 AW: Yeah, that's fantastic to hear. Do you see the team themselves feeling it and having a new burst, or a new outlook, like has it crept in there? 0:09:00.2 DS: Yeah, it feels just really positive all around, and I think everyone just... It's that sense of accomplishment and fulfillment, right? You're just getting stuff done and it's like, wow, this app has come to life. It looks good. It's like, "Wow." We're really putting a polish on it and everyone just feels good about it. So generally, I'm seeing a lot of momentum. The daily stand-ups are really good to keep everyone connected too. When... 'Cause we have a lot of different things happening and different people are working on different projects, and so I always felt like one developer is just working in a silo, on his own, doing his own thing, and he's not really communicating with the rest of the team, whereas now, everyone is a little bit more connected, and it's really helpful.0:09:39.7 AW: Yeah, that's awesome. I definitely think we can dedicate a future upcoming episode to... Related to efficiencies and sprints, and builds, and shipping code. That's just one thing I've always been such a proponent of, is it's great to be doing work, but what's so important is tying it off, like, at what point are you shipping? And when you can get a team to have those better visibility into each other and that produces better accountability and gets everyone to that same level, and then you get everyone just more committed and performing to a level where they're shipping, not just doing... It's so easy in work to be busy. Being busy is not hard, but getting something done, that's hard, and that's where you need to get a team too, so that's great.0:10:37.7 DS: Yeah, and actually it's really important to define that cut-off point. We're already... The main thing that a lot of the dev team is working on is our new account system, all of our billing, our authorization, our transactions, all of that, signing up for all of our different things and all... The flow of all that has been in the works for a while, and it's already much better than our existing system. So it's like we can keep polishing it for the next three months, but gosh, we might as well just push it out the door, because it's alread

[INTRO music]0:00:11.4 Aaron Weiche: Episode 25. Okay 2020.0:00:16.2 Intro: Welcome to the SaaS Venture podcast. Sharing the adventure of leading and growing a bootstrapped SaaS company. Hear the experiences, challenges, wins, and losses shared in each episode, from Aaron Weiche of GatherUp and Darren Shaw of Whitespark. Let's go.0:00:44.1 AW: Welcome to the SaaS Venture podcast. I'm Aaron.0:00:47.4 Darren Shaw: And I'm Darren.0:00:49.7 AW: And we are here to look back at quite the year that we've had. Wouldn't you say? 0:00:57.6 DS: Let's say, yeah, it was a year for the history books, this one. It was... It was a bad year. 2020 really sucks for most of the world's population. It was a crummy year. But I guess... I don't know, I took some notes before the podcast and I have some positive things to look back on, but yeah, definitely it was a tough year.0:01:18.8 AW: Yeah. As we break it down, I think for me, at the end of it is like, "Okay, we survived this year," right? 0:01:30.3 DS: Yeah.0:01:31.3 AW: Being able to just make it through and not be as dinged up in some way or another as others, when you look around and there are certain industries that are completely shut down, have your doors closed. It's amazing when you think what it must be like to be in those types of industries.0:01:54.3 DS: That weighs heavy on me, I really feel privileged to be in the digital marketing industry, building SaaS software that people still need and are actively looking to sign up for. We're just in such a fortunate position, whereas so many other industries have been devastated. And so I think about that all the time, about like, "Wow, we gotta recognize our privilege here."0:02:24.7 AW: Absolutely. For better, for worse, however it happened, accidentally, on purpose, it isn't hard to look and be like, "Man, thank goodness, my industry has survived this well." Obviously, some aspects of our industry have absolutely taken off because of what COVID has forced.0:02:45.9 DS: Yeah, totally.0:02:47.9 AW: If you are at Zoom, a Zoom shareholder, any of those things, like you know how true that is. Or just probably any product in the video conferencing or live communications world has just sky-rocketed based on immediate demand across the board.0:03:06.6 DS: Totally. I really wish I had thrown some money into Zoom when, back in like March, early March, be like, "Oh quick, put all of our investments into Zoom, it's gonna be huge."0:03:21.0 AW: Back the dump trucks up to every tech stock in the last 10 months and you're not doing too bad anyway, right? 0:03:26.8 DS: Yeah, it's true.0:03:28.5 AW: Oh man. What is your overall... It's like you have the feeling of survival and whatever else, but maybe let's start to dig a little deeper into that. Like when you look back, is there ways... Do you feel like there's any ways you could break down, you know, the year into thirds or quarters, or things like that? And how you feel about, like are there transitions where you guys felt differently about it or adjusted, like what are your thoughts on that? 0:03:57.2 DS: Yeah, that's a good way to look at it actually, because I come to the end of the year and I can think, "Alright, great, we have some... We survived. We even thrived in some places." And I can look back at that and feel overall the sense of, "We did it." But then... Gosh, if I think back to March, April, May, it was a dark period. We had to... We saw massive decline in revenue, we had to do some layoffs, we had to put... We had to get all the government programs in place. And it was stressful and it was like, it was this period of uncertainty for myself and for all of our team members.0:04:40.4 DS: And so people were stressed and worried about the pandemic, and we came out of that after about three months, things just started to recover. It was almost like people instantly had this fear of the world falling apart, and so everyone really tightened up expenses and weren't spending any money. But then it was like, "Oh, well, I guess this is our new reality and life will go on and we still need to buy things," and so business picked up again. How did those first three months feel for you? 0:05:14.0 AW: Definitely when you're dealing with the unknown, that's one of the hardest things where there's no game plan for it. You can't research your way out of it, you're just taking sometimes hour by hour as it comes. And that same thing, I was just kind of wondering to myself while you were talking, I just wonder how much have people changed or where are they at in that progression.0:05:44.9 AW: Those first few months were so uncertain and just as you outlined, like you can imagine this Doomsday scenario where what you've built, what you're working on, whatever else, where it almost collapses on itself. You kind of envisioned, "Oh, everybody holds up." Business is just kind of killed off in every way. It felt like, "What's gonna go on and continue on?" You entertain those kind of thoughts, and then as time goes on, some of that regresses in certain areas. In the world of software at least.0:06:24.9 AW: And then you find, "Alright, well, here's the next thing we can do." And I think we started doing a lot of short-term focus things like, "Here's the 30-day plan, here's the next 30-day plan." And it was kind of focused on just taking small chunks, 'cause you can't predict or look at anything further than that.0:06:40.1 AW: I think we saw... That was one thing that I took from some of the larger companies at some point when they were like, "Hey... " And I can't remember if it was Apple or Twitter or Google, or whoever did it first, but a couple of them definitely said like, "Hey, we're remote until June 2021." They just said, "Let's stop trying to look at this as like in two weeks, in two months, in two quarters."0:07:05.9 AW: And they just said, "Yeah, well over a year from now, we're gonna revisit this. But that's not something we need to deal with right now, because it's just gonna be vacillating all over the board." And I almost kinda took that as like, and applied that to other areas and said, "Stop. Stop just vacillating on all the what ifs, you'll drive yourself crazy, and focus on the things that you can control and that you probably should control," and things like that.0:07:35.2 DS: Yeah. It was funny to look back at some of the emails we got from that time, like in early March, it'd like, "We're closing our shop, but we expect to be reopened in three weeks." [chuckle] People were like, they really thought this was gonna be a short-term thing, in so many ways.0:07:55.2 AW: Well, we've never experienced anything like it. So you just... No one knew, right? Everything was like... It depends on how much optimism you carried at the time. Or in some circumstances, and you can get this, a business would also look and be like, "Hey, anything longer than this and we are in trouble." That's where I feel with so many of these restaurants is like, they're not built to just shut down for a month, much less... Here in Minnesota, where I live, they're on their second six week to eight-week shutdown of no indoor dining at all, in any capacity, in any way.0:08:34.8 AW: And then to top it off, there's this time around, there's absolutely nothing that's lined up for support of what they need or helping them out. It's just this really wonky scenario of the government saying, "You can't operate and we also can't help you." And my hope is they should have already had help lined up before they ask them to do this again, or mandated they did it again.0:09:00.1 AW: But we're really starting to see some rumblings here between restaurants just all saying, "We're not gonna do what you're asking us to do because you give us no other choice to... You're basically saying, your business is dead. That's the only choice you have."0:09:16.2 DS: It's gotta be so tough. Be it in the restaurant industry or in the travel industry right now, just like, "Oh man. How are we gonna get through this, right?"0:09:26.3 AW: Yeah. When you look back, Darren, what's one thing that you feel like, okay, based on what took place this year, what's one decision you really feel good about that you're like, "Alright, I nailed that one. Pats on the back."? 0:09:43.5 DS: Well, it's tough to decide which one. I got two big wins over the past year. I think it was really a good move to launch, we came up with this concept of the Yext Replacement Service. And the timing was really good, right around the pandemic, right around when the pandemic first came out, because a lot of people were looking at their expenses or going through the credit card statement, and Yext stood out as a really expensive recurring fee. And people were like, "Is this something we still need?"0:10:16.3 DS: And then I think so we launched our service at the right time where we could offer a better price, a better quality service, right when people were looking for it. And so that was a huge success, it actually managed to keep the whole citation side of our business, not just surviving, but we actually did better than usual. So, I think that was it, that was a smart pivot, a smart launch. I think we did that one just right. How about you? What's your biggest win? 0:10:48.0 AW: Before we get to that, I'm interested, did you guys look at keyword volume as well, of people typing like "Yext replacement or Yext option or Yext alternative," or what does that look like? Or did you look at that at all? 0:11:02.6 DS: We were not analytical about it at all, it was just a complete gut feel, just like, "Quick, let's launch this thing." We were honestly in panic mode after seeing the decline of our revenue and being like, "We need to get something to replace that revenue as soon as possible." And we just built it, pulled the trigger and launched it as soon as possible. But yeah, we were not... We didn't really dig into it at all.0:11:29.0 AW: See, here I am doing a search on quick Yext, and I just look at the related suggestions and Yext cancellation policy, what happens when you cancel Yext. And one of the suggested terms is "Whitespark Yext and Whitespark versus Yext."0:11:44.5 DS: Sweet. Whatever, Google picked up on it.

FULL SHOW NOTES[INTRO music]00:12 Aaron Weiche: Episode 24: Raising prices.00:16 INTRO: Welcome to the SaaS Venture podcast. Sharing the adventure of leading and growing a bootstrapped SaaS company. Here are the experiences, challenges, wins, and losses shared in each episode, from Aaron Weiche of GatherUp and Darren Shaw of Whitespark. Let's go.00:45 AW: Welcome to the SaaS venture podcast, I'm Aaron.00:48 Darren Shaw: I'm Darren.00:50 AW: And the best way to sum me up right now is I am malaised in Minnesota, if that's even a correct way to say that.01:00 DS: I have no idea, I have to look it up.[laughter]01:03 AW: I don't know if I should be inventing words, but as we were just talking before hitting record, Darren and one thing, we haven't recorded in almost two months, which is just silly of us.01:18 DS: It's been a while.01:20 AW: Yeah. Too long, we need to do better. If we wanna keep listeners going up into the right, people have probably forgotten about us, so we'll try to win your hearts and minds back, but yeah, we were just discussing... I've just been in a little bit of a funk for various reasons, some of the obvious things, COVID and restricted or compressed life of not as many freedoms or...01:47 DS: For sure.01:50 AW: Especially, I don't know, I consider myself to be a creative person, and so I feed off of other environments and travel and observation and things like that, and my world just so much consists of home, work, home, work, and work is just pretty much zoom, home, zoom, home. So...02:09 DS: Yeah. We would just call it Groundhog Day around here, it's like every day, it's like that movie Groundhog Day, where it just feels like you're going through the motions day after day, and there's no variety in life right now.02:21 AW: And... I don't know, I was trying to talk about it with Marci, my wife, and there's just this little piece of, when you don't... I don't know, and I just might be messed up in how I see this, but when you don't have certain things to look forward to like time with friends or an outing or a trip, or being at a sporting event, things like that. Those are things that definitely provide a little bit of spark and optimism and all those different things and yeah, it's just so severely lacking, and with the season change in Minnesota, we've flipped back to life being a lot more indoors, at least until we get some snow on the ground and then hopefully I can get... I'm gonna... I'll probably do more snowboarding this year than the last five years combined, so...03:09 DS: Yeah. What are you gonna do about the hill, like when you go to the hill, are you gonna bring your own lunch? Are you gonna go into the lodge? Are you gonna eat lunch in the lodge? Are you gonna use the washrooms in the lodge? Just... I'm all super COVID sensitive, so I'm just wondering how you handle that.03:22 AW: Yeah. I haven't thought that far yet. The hill that's closest to me literally only takes 25 minutes to get there, and it's super small, it's like eight runs, so going there for two to three hours of runs, and then you can call it a day, but there's definitely... There's a couple of others around here that take an hour, a couple of hours to get to that are worth it, and yeah, then I'll probably... I probably just bring something along and bust it back out to the car and refuel, so...03:56 DS: Yeah. Yeah, sounds good. [04:00] ____.04:01 AW: Yeah, that's easily one of the consistent things I just not have been... I have at any point had a meal inside of a restaurant, cafe, anything like that since all this started, I did use... We have some very nice and well-spaced outside patios and things like that, but we've done a few times within the local community, especially to support some of the local business owners in addition to doing take out, but that's been above it.04:28 DS: Yeah. We've been like all meals all the time, making them at home. No take out either. So it's been... It's a lot of work. This is a, that Groundhog Day thing where we're just going through the motions all day along, it'd be nice to just get a break from dinner where just shows up at the door, right, but we're... We're just extra careful.04:50 AW: Yeah. No. Totally get it. So anyway, I feel like I'm working my way out of it, I'd probably hit the bottom of it a couple of weeks ago, and just been trying to pay more attention to exercise and alcohol intake and screen time, and just all those different things, it's not... There's not one thing to cure when you do feel that way, you gotta take all the pieces and say, "How do I bump all of these things up a level to contribute to finding a better place to be."05:25 DS: I think it's just a natural ebb and flow. You're gonna go through really solid awesome months and you're gonna have some time where you feeling a little lower, like, gosh, it's just a constant up and down for me over the months.05:39 AW: What have you been doing to fight that off? 05:42 DS: So exercise has been a thing for sure, I'm trying to get more sleep lately, I've been really diligent about my exercise routine, actually COVID's been great for exercise because it's just part of my routine and I have it all kinda locked in and my schedule has gotten really good. I've got a new morning routine, I'm feeling productive and focused and it's going pretty well actually. I'm going through a good period right now.06:09 AW: Awesome. Good for you.06:11 DS: I don't feel like I really need too much. I think I might be a little bit introverted in some ways, where I'm like, if I didn't see my friends in person for two years I'd be like, "Oh. That's okay." And then I'll see them in two years, and be like, "Hey. Great to see you." It doesn't wear me down. Really, I've always been... As a teenager, I just spent every weekend locked in my bedroom, playing video games, so I'm used to this. I come from a long history of COVID times.06:40 AW: See, I'm definitely more social, I would say I was probably in the social extreme in my youth where I was always with friends, always playing sports, always doing things. And then as time has gone on and especially just being more dedicated or turning into the workaholic or whatever, else, that isolation has crept in much more, but I still like if I had to put a time frame on it, every once a month or once every couple of months, I would like to have a day or an evening of adult socialization, something to do conversations to be had to... I don't wanna go for years without seeing some of my friends and things like that, so I need a little tighter cycle.07:30 DS: Yeah. And I used to get that all the time. Every week there would be multiple things happening because my wife does such a good job of sort of organizing our social calendar, but now it doesn't exist anymore. I guess one thing I'm just noticing is that I guess it doesn't bother me too much, which is, I guess maybe a little surprising.07:47 AW: Yeah. Well, good for you. You got it under control. I'm working on it and I'll figure my way out the other side, I can see if you raise the light, I'll get there.08:00 DS: I feel like I'm unusual. I think most people certainly want more social engagement, I want it too, but I'm able to progress without it. What's going on with the business? What's happening with your SaaS company? 08:16 AW: Yeah. A lot of... End of the year, I always kinda look at like this, you have to face the reality of what you actually can accomplish for the remaining couple of months of the year, and it's usually not what you had planned, so that's the facing the reality part of like, Alright, we still have these five things, and we actually can do two of them now, so that really kind of shapes up how the year is gonna end, and then you start Q1 planning with what's there, so that's been... I'm used to how that works. So that feels pretty normal. We had an opportunity pop-up, we're using an integration partner? So we're using a solution called Tray.io, and the easiest way to explain this is they help make integrations direct integrations possible with their software, and more of like being able to create like a Zapier-type connection inside of your product, so we'll be able to have an integrations tab, the first one that we're working on right now for us is Salesforce...09:26 DS: Nice.09:27 AW: So within a handful of clicks, you'll be able to sink to your Salesforce account and start going through those, and... So Salesforce is our first one, and then we will have four others in the subsequent sprints, I think we're just gonna try to tackle one integration every sprint, so probably like QuickBooks Online, Mailchimp, just some of the ones that when we pull customers or what people have asked about for integration, so excited about that, but that kind of popped up into the radar within the last few months and rapidly shot to the top, so that's also been part of throwing off some of the product plan and roadmap, so...10:08 DS: That's interesting. So basically right now, integrations are kind of... The onus is on a customer to create this Zap, they've gotta go and create that Zap and on their own, whereas now you can just press a button in the software. That would be the difference? 10:22 AW: Really what exists now is we will do an integration for a customer and use that product's API, or a customer could use our API and do the integration if they have a home-built CRM or a different piece of software that they wanna integrate with, and then obviously, Zapier is like a third-party marketplace where you build... We've built the GatherUp Zapier app years ago, and there's 2000 apps in the Zapier marketplace, so you can use Zapier and pay them, and then you get to build as many connections as you want between different tools and things like that, and then... Yeah. This basically, I use Zapier the same kind of way because you don't have to do any coding with it, it's a series of selections to set up the integration, and what's the trigger and what's the action and things like that, Tray is the one that handles those... So they basically have done the work from the API of all those other solutions into their interface, and then they take our API and do th

FULL SHOW NOTES:[INTRO music]00:12 Aaron Weiche: Episode 23, Course Correcting.00:16 INTRO SPEAKER: Welcome to the SaaS Venture podcast. Sharing the adventure of leading and growing a bootstrap SaaS company. Hear the experiences, challenges, wins, and losses shared in each episode. From Aaron Weiche of GatherUp and Darren Shaw of Whitespark. Let's go.[music]00:43 AW: Welcome to the SaaS Venture podcast. I'm Aaron.00:46 Darren Shaw: And I'm Darren.00:47 AW: And I just finished eating a chocolate chip cookie. What do you think about that? 00:52 DS: It sounds pretty good. I just finished eating a salad. It's the exact opposite. [chuckle]00:58 AW: If my wife listens to this episode, I'm gonna get yelled at, but when I got gas at the gas station, they have these big chocolate chip cookies, and, yeah, this just looked like a great afternoon snack.[chuckle]01:09 DS: Totally, yeah. And now you made me wanna go get one.[laughter]01:13 AW: I'll mail you one.01:14 DS: Wow, I don't know if it'll be good by the time it gets here.[laughter]01:18 AW: So what's been going on other than salads and cookies? I know what's been going on. You spent all week last week hosting a massive virtual summit with 4000-5000 attendees. Let's talk about that a little bit before we get into our main topic today.01:34 DS: Yeah, so it's been huge. This summit was a massive success. We had actually 5500 people register for the summit.01:41 AW: Wow.01:42 DS: And pretty great attendance to all the different talks, and so it was big and we've been getting nothing but a steady stream of positive feedback about it. Just people comparing it to other conferences and saying how awesome it was and, yeah, so it was a great success. People love the content, and of course, I had some of the best speakers in the world such as Aaron Weiche, Mike Blumenthal, Joey Hawkins, so we had fantastic speakers. Basically, all the most known speakers in local search were there. Some heavy hitters outside of the local specific space like Rand Fishkin spoke. Michael King spoke. Brodie Clark, who was really building a name for himself down under in Australia, he spoke as well. And so, yeah, it was a great conference. We had huge visibility and, yeah, it was good. It was all good.02:31 DS: It was so much work though. Oh, my God, I can't... I'm glad it's over because not only was it so much work to put it together, I had my own presentation to do, the Local Search Ranking Factor survey had to get done out there, recreated, re-pull all the data, re-analyze all the data, build a slide deck, build a presentation around it and present it. And I handed that in like Monday night. The night before we were going live with the conference, I handed in my recording, and it was just a very stressful time. Glad it's over.03:01 AW: Yeah. Now, I wanna touch on a few benefits that we noticed in having myself and Mike both from GatherUp speaking at it. Our parent company Traject was a sponsor as well. They used their sponsor slot to tease our social product, which has been rebranded, called Fanbooster. But I wanna get back to seeing if you can quantify the work you put into it all, but on our side, the benefits with two speaking topics, we had great exposure, I can only guess you basically led off the conference with Mike, which I'm thinking was another hit. For a decade, he has been probably one of or the biggest thought leader in the space.03:50 DS: Totally.03:51 AW: And, yeah, a great draw and just the reason I love working with Mike is just the levels he can think on, and he gave a great talk around review attributes, which plays heavily into our platform and things like that. And then two days later, 'cause it was a three-day conference, and I talked on some things strategically related to reviews and reputation management. But for us specifically, we saw double the leads last week of what we had been averaging like the four to six weeks prior, which really great.04:30 AW: Any time you can 2X something is fabulous, and it returned our leads to pre-COVID for a week, which is awesome. I'm probably gonna be a little maybe frowny face next week when they jump down most likely again a little bit, but maybe some of those that paid for the videos and things like that are watching in this week, and then they'll still be interested to sign up. So we had a really great experience. A lot of Twitter conversation, which is always awesome, great, in the moment mentions, new Twitter followers, things like that. So from our standpoint, it was fabulous. From yours, what was the amount of work that it took you to put this together? I guess I just wanna frame up for any of our listeners that might be considering hosting a virtual conference as a marketing vehicle.05:24 DS: Yeah, I would love to be able to quantify the hours. It's tough to say. We've been working on it for about six months. Heavily working on it certainly through July and August, lots of recording. So there were 34 presentations, one of them mine, and then all the other ones I had to book an hour to record with that speaker. There was a ton of setting up all the speakers, doing speaker agreements, lots of chasing with regards to sponsorships too. So getting sponsors, going back and forth with them on a lot of stuff, writing up sponsorship agreements, getting the platform launched. We used the system called HeySummit, which turned out really well. But getting that whole website set up, my own team, if I think about what Jessie and Sydney put into it, it was almost a full-time job for them. And so hours, probably hundreds, a couple of hundred of hours have gone into launching this thing, and so it was a lot of work. And not only that, we worked with a company called HeySummit, and they were great 'cause they keep everything organized, and they also did all of our video editing, all the videos launched onto the site, and so...06:40 DS: Between all of us, maybe 300 hours is what it takes to put on a conference like this. If I had to guesstimate at it, maybe 400, 300-400. So that's a big investment. That's a big expense. The expenses broke even, so it's not really a money-making venture. We took any money that we got from sponsorship and we put it back into Facebook ads, Facebook and Instagram ads, to market the conference. So our whole goal was to get that attendance list up as high as possible, and we managed to get 5500 through all of our marketing efforts. And then ticket sales are covering all the expenses, expenses of that company that we worked with and speaker gifts, and so there's really nothing left in the end. It's not a money-making venture on its own. It was completely a marketing exercise for us to just get our brand in front of more people.07:28 AW: Yeah, and so you did that at a very large scale. You also, too, because of... The local search community is very niche and they're really... There's been a couple of attempts. MozCon created their own local event, and now they've just folded local into MozCon itself, which is a very large event in the SEO community. But I really saw it as you took the opportunity of a premier event in local search has been vacated, and you just claimed it heavily with what you did, and I think that's pretty cool.08:03 DS: Yeah, I think it's cool that way. And it's like, this one was so successful that we can't not do it again, so it's gonna be an annual thing. There's also some talk about doing spin-off conferences. Because we have all the talks pre-recorded, we could pull in a few new speakers that are specific to, let's say, dentistry. Like we'd get some top dental marketing guys to come in, and we'd do a few presentations with them, and then we'd pull out eight good... Our favorite talks from the summit, and we've got a new conference and it's really easy to spin it up now. And so we're actually thinking about doing a bunch of industry-specific conferences. A whole new set of sponsors, a whole new marketing push. So it's an interesting angle that we can keep running with for additional exposure into different markets in terms of marketing Whitespark. So the marketing potential of this is pretty huge.08:52 AW: Yeah, that's awesome. Now, you guys did a really great job. Internally, I was saying it made me miss 2019 because conferences and public speaking have been so important to GatherUp's growth and something that Mike and I are just wired to do, to share and network and connect through those events. And having that completely shut off in 2020, has been... It's removed a major marketing arrow out of our quiver, so it was nice to see that bump. We've seen it with a couple of the local universities in small chunks as well, but it was really nice to have that happen. And yeah, I'm looking forward to what else you guys can do with it with what you learned year one and what went right and what went wrong. You brought a lot of great speakers and you got some new faces in there, and I think you worked really hard on that, so well done.09:44 DS: Thank you.09:46 AW: I was definitely proud, excited, jealous, all of those things, which are all good.09:51 DS: Yeah, I'm excited about it too. I'm excited about the future of it. One thing that stood out for me is that you talked about the surge in leads that you saw from your presentations. It was fascinating to me that we did not see that. As the premier sponsor, the premier, we had four presentations from Whitespark. At the end of so many things there was all these like, "Hey, Whitespark deals," but we didn't really see a big lift in leads or sales from it, and it speaks to me about we just don't have the greatest products and services that are of interest to people.10:27 DS: We are very heavily citation-based, and that's part of it. Citations are losing interest in the industry right now but it's a big part of what we do, and so it just wasn't like, "Oh, awesome, citations." If I had done this conference six years ago, then I'm sure it would have been a massive business booster on the citation side of things. But our GMB service is amazing, and I think that there's a great potential there, and we saw some growth from a conference there. But our products, they're a little bit scattered.