Profishare: A New Business Model for Enterprise Software (Part 2)

History

The history of how software has been sold and evolved over the past 50 years is a fascinating journey that mirrors the rapid advancements in technology and shifts in business strategies. I asked ChatGPT for a summary of how the industry has evolved.

Early Years (1970s and earlier): In the earliest days of computing, software was often bundled with hardware, with no separate charge for the software itself. This was because software was seen as an add-on to make the hardware useful, rather than a product in its own right. Mainframe manufacturers like IBM provided both the hardware and the necessary software, which was custom-written for specific applications.

Rise of Software Licensing (Late 1970s to 1980s): The late 1970s and 1980s saw the birth of the personal computer (PC), which marked a turning point. Companies began to see software as a standalone product. Microsoft and Apple were among the pioneers in selling software separately from hardware. Microsoft’s MS-DOS, an operating system, became one of the first widely successful standalone software products. Software licensing emerged as a model. Users would purchase a license to use the software, but not own the software itself. This was a shift from the hardware-centric model to a software-centric approach.

Expansion and Diversification (1990s): The 1990s witnessed an explosion in the variety and complexity of software available. This period saw the rise of Windows, Office suites, and many other productivity tools. Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM) systems became popular, with companies like SAP, Oracle, and later Salesforce leading the way. Software was sold as packaged products in physical stores, and licenses were often for perpetual use.

Advent of the Internet and E-commerce (Late 1990s to 2000s): The internet revolutionised software distribution. Downloadable software became common, reducing the need for physical distribution. The late 2000s saw the beginning of the transition to cloud-based services and the Software as a Service (SaaS) model. Salesforce, with its CRM platform, was a trailblazer in this domain.

Dominance of SaaS and Cloud Computing (2010s onwards): The 2010s marked a significant shift towards SaaS. Companies like Adobe transitioned from perpetual licenses to subscription-based models. The SaaS model offers software on a subscription basis, usually with monthly or annual fees, and is accessible over the internet. This shift has made software more affordable and accessible to a wider range of businesses. Cloud computing also allowed for more scalable and flexible software solutions, changing the way businesses think about IT infrastructure.

Bard added: “In recent years, there has been a shift towards usage-based pricing models. This means that customers are charged based on how much they use the software. This model is particularly popular for cloud-based software, as it allows customers to pay only for the resources that they need.”

The key point to note is that the pricing is still based on users and usage, and not the outcomes delivered from the software.

Thinks 1108

38 Smart Questions to Ask in a Job Interview: via HBR. Among them: “What are your expectations for me in this role? What’s the most important thing I should accomplish in the first 90 days? What metrics or goals will my performance be evaluated against?” Also see:10 Common Job Interview Questions and How to Answer Them.

WSJ: “People are embracing and documenting their delulu online—as well as the catchphrase “delulu is the solulu”—as a way to challenge themselves and make risky career moves that they hope will pay off. Some see it as another form of manifesting, another way to affirm that whatever dreams they have will eventually come true.”

Mint: “The pick-up in construction [in India] started in the last quarter of 2021, gained some momentum in 2022, and further pace in 2023. What led to this spurt? An ongoing residential real estate boom. As companies started asking employees to head back to the office after allowing work from home during the pandemic years, the demand for homes in cities shot through the roof. On the other hand, transport infrastructure projects have picked up pace, too. “This year, the maximum construction activity in infrastructure is in railways and highways/roads. About 40% of the Union budget for infrastructure ( ₹10 trillion) was allocated towards these sectors. Projects that were going slow till 2022 have picked up significantly. There is also huge construction on the Smart Cities Mission front,” said Kushal Kumar Singh, partner at Deloitte India, a consultancy. In some ways, the current boom in India is similar to the rapid growth the Chinese construction market saw in the 2010s.”

Raghuram Rajan: “Our sense is we are fast going the old China way. We are trying to emphasise infrastructure build-out — which itself is a source of big growth. But in this case, it is largely government infrastructure, because the private sector is much slower to build out infrastructure. And then bring in low-skilled manufacturing with the hope that it will move up to higher skilled manufacturing, so that eventually we will become a workshop to the world, just like the east Asian countries did before us. The problem with this vision is that the world has sort of moved on. It is no longer open to another China coming up and flooding its market with manufactured goods. China is already there and not going anywhere. It has a lot of still low-skilled labour in its western provinces and it’s bringing them into action. Yes, it had a little bit of a kerfuffle with the US, but they’ve realised that they can’t afford that and are trying to repair bridges. But China also has the benefit of having fantastic universities and is trying to focus on the other end — intellectual property and intellectual capital. We also have competition like Vietnam. So this notion that the old, export-led growth in manufacturing is going to be available to us just like it was available to everybody else fails to recognise the current reality. In that process, we are also giving up our greatest strength — we are a society which is open, democratic, where debate is possible, and where you can challenge the received wisdom. At least that used to be the case. As we move towards the China model and become more authoritarian, we are giving up our great strengths which are going to be very valuable for the 21st century as we build out the ideas industries — brain-based industries rather than brawn-based industries.”

Arnold Kling: “My experience with creating an app to grade and provide constructive feedback on op-ed essays has been eye-opening. Before there were large language models, it would have taken me months of working all day to train a computer to do anything close to what I taught ChatGPT to do in a few hours. The ability of the LLM to understand and be understood without the user having to write computer code is a superpower. Because you can use ordinary language with ChatGPT, and because you can correct your instructions using ordinary language, you can create all sorts of apps without having to write and debug computer code. You just tell it what you want, and then go back and forth with it until it gets the app working the way you would like. It is like having a human software developer you can talk to who turns your instructions into code almost instantly. Imagine what will happen when these AIs are connected to physical tools. These physical tools might be custom robots or all-purpose robots. You could be a farmer who never has to go into the fields—just explain to the robots what you want. Or you could be a chef who gives directions without being in the kitchen. Or a scientist who conducts experiments without having to spend all day in the lab.”

Profishare: A New Business Model for Enterprise Software (Part 1)

The Third Way

The enterprise software industry has historically been dominated by two primary business models. The first is the traditional method where companies charge for their software, exemplified by giants like Microsoft, Adobe, SAP, and Oracle. This approach often involves significant upfront costs for purchasing the software, followed by periodic updates or maintenance fees.

The second prevalent model is service-based, where companies do not sell software products but instead offer their expertise to work on software projects. This model is typically represented by firms like Accenture, TCS, Infosys, and Wipro, where the focus is on charging for the time and expertise of their employees rather than a tangible software product.

However, over the past decade or so, a significant shift has occurred in the enterprise software landscape. The advent of Software as a Service (SaaS) has transformed the way software is sold and consumed. Unlike the traditional model of hefty upfront costs and on-premise installations, SaaS offers cloud-based software on a subscription basis, typically with monthly or annual payments. This approach not only makes software more accessible to a broader range of businesses but also provides a steady long-term recurring revenue stream for software providers. It aligns the interests of both providers and customers towards continuous improvement and support.

Despite these advancements, there remains an opportunity for a third, innovative business model in the enterprise software domain. This is where “Profishare” comes into play. Profishare is a concept that goes beyond the existing paradigms of selling software or services. Instead, it proposes a partnership model where software companies actively participate in the success of their clients’ businesses.

Under Profishare, a software company would generate new revenue streams by contributing directly to the incremental profits of their clients. Rather than charging a fixed fee or a standard subscription, the company would take a percentage of the additional profits generated as a result of using its software. This model creates a powerful alignment of interests, ensuring that the software company is directly invested in the success of its clients.

A practical example of this model could be seen in a “Martech Progency” – a hybrid of a product-led company and an agency. In this setup, the software company acts as both a product developer and a strategic partner. It provides not only the software but also the expertise and support to ensure that their clients can fully leverage the technology to improve their business performance.

This series aims to delve into the intricacies of the Profishare model, exploring its potential benefits and challenges. It will examine how this model can foster deeper collaborations between software providers and their clients, leading to more innovative solutions and shared success. Additionally, the series will showcase how a Martech Progency could serve as a blueprint for such an entity, illustrating the practical application of the Profishare model in a real-world scenario.

Thinks 1107

Shankkar Aiyar: “The promise of change is located in the potential of a young population — ten of India’s states have a median age below 27. The need to unlock demographic dividend is not just an aspiration. It is now a compulsion. The need for employment tops every opinion poll and survey conducted by platforms in the past few years. India annually adds around 8 million persons to the job market. For sure India is the fastest growing large economy but it must grow at a higher rate for it to deliver growth across the political economy…States need to capitalise on emerging opportunities for shifting the workforce from low income farms to high productivity sectors. Success demands states reform labour laws, enable land acquisition and unclog regulatory cholesterol…There is a misplaced belief that the power of propelling the virtuous cycle of growth rests on the Union Government. The promise of India’s potential is located in the domain of states and awaits awakening and deliverance.”

FT: “Amy Edmondson has won the Financial Times and Schroders Business Book of the Year Award for Right Kind of Wrong, about how to learn from failure and take better risks. Her book won over the judges with its systematic, richly illustrated exploration of how to build on “intelligent failure” and its critique of the craze for failure that often hypnotises entrepreneurs and innovators…The book illustrates its point with important cases, from early heart transplants to the Boeing 737 Max crashes. Schroders’ chief executive, Peter Harrison, another judge, said it provided “clarity and practical prescription to address the issues businesses face every day”.” More: “Asked to recommend parts of her book that busy executives could focus on, she singles out the chapter describing what constitutes an intelligent failure, and a second section “about the importance of . . . being perpetually aware of the fact that you’re missing something”. Of two “fundamental human states”, she explains, “the more common one is [the state] of knowing, of face-saving, of wanting to win, not lose. The more productive, useful one is . . . wanting to learn, wanting to fully understand the broader situation, other people’s views, and come to the best possible hypothesis or decision.””

WSJ: “When P&G acquired Gillette [in 2005], the razor company had roughly $10 billion in sales and largely sold to men. At the time P&G’s products, such as Tide and Pampers, were mostly marketed to women. Warren Buffett, one of Gillette’s longtime and largest investors, called it a “dream deal.” For years the combination paid handsomely and boosted P&G’s profits as Gillette rolled out more sophisticated designs and higher-priced blades. That strategy was disrupted by online brands like Dollar Shave Club, which was acquired for $1 billion by Unilever in 2016, as well as a shift by some men to grow beards and shave less frequently.  Gillette responded in part by reversing its strategy, introducing lower-cost blades and its own subscription delivery plan. Then CEO David Taylor said in 2017 that the risk with focusing on the premium market “is you can still grow, but you have a smaller group of users who are willing to pay ever higher prices for better performance.” In the latest fiscal year, sales in P&G’s grooming segment fell about 3% to $6.42 billion while profits slipped 2% to $1.46 billion.”

Reid Hoffmann: “The founder vs market question is very interesting. I’d posit that it’s rarely such a stark choice. It’s much more often about the right founder for the right market or for the right moment in time. Satya Nadella (a “re-founder,” as I christened in my podcast Masters of Scale) is a generational CEO at Microsoft, could he have this same transformative impact at, say, McDonalds? Or a small 5-person start-up in the fashion business? Maybe. Maybe not. Fit matters. Similarly, when you look at founders, there are distinct stages from 0 to 1, and then 1 to scale. The founder who can get you from 0 to 1 might not be the right one to scale an organization. As you know, I was the CEO at LinkedIn from 0 to 1, but ultimately, Jeff Weiner was the “re-founder CEO” that led our team to truly global scale. In those early days of 0 to 1, there often seemed to be a fifteen-minute gap between believing that “we were going to rule the world” and then feeling as if “we’re so gonna die.” That’s just one of the different challenges and experiences from building to a global scale!”

TIME Person of the Year 2023 is Taylor Swift. “Swift’s accomplishments as an artist—culturally, critically, and commercially—are so legion that to recount them seems almost beside the point. As a pop star, she sits in rarefied company, alongside Elvis Presley, Michael Jackson, and Madonna; as a songwriter, she has been compared to Bob Dylan, Paul McCartney, and Joni Mitchell. As a businesswoman, she has built an empire worth, by some estimates, over $1 billion. And as a celebrity—who by dint of being a woman is scrutinized for everything from whom she dates to what she wears—she has long commanded constant attention and knows how to use it. (“I don’t give Taylor advice about being famous,” Stevie Nicks tells me. “She doesn’t need it.”) But this year, something shifted. To discuss her movements felt like discussing politics or the weather—a language spoken so widely it needed no context. She became the main character of the world.”

How to Boost eComm Profit Margins by 1000 Basis Points (Part 4)

Full Picture

These three slides show the solutions, and their impact on profitability.

The 1250 basis points increase in profit margin can be largely driven on a performance basis – with the brand agreeing to share a fifth of that with the entities helping drive the upside, thus leading to a 1000 basis points increase being captured and retained by the brand.

This is the huge untapped opportunity in marketing. Globally this can lead to hundreds of billions of dollars in retained profits for B2C/D2C brands and open tens of billions of dollars for new age martech SaaS vendors willing to add a Progency complement.

**

To summarise, here is a 5-step roadmap for marketers:

  1. Optimise Customer Segmentation: Utilise the BRTLNG framework (Best, Rest, Test, Left, Next, Guest) to understand customer behaviours and value.
  2. Reactivation for Revenues: Prioritise re-engagement of ‘Test’ and ‘Left’ customers to reduce ad spend waste, employing Email 2.0 Reactivation Progency to revive dormant and churned relationships and convert them into profitable ones.
  3. Enhance Customer Experience: Implement Velvet Rope Marketing to provide ‘Best’ customers with VIP treatment and use the Profipoly Stack to predict and influence ‘Rest’ customers’ behaviours.
  4. Refine Acquisition Strategy: For ‘Next’ customers, adopt a near-zero acquisition cost approach. Leverage the Best Customer Genome for better targeting, encourage referrals, and maximise identification of anonymous ‘Guest’ visitors.
  5. Performance-Based Profit Uplift: Capture a 1250 basis point increase in profit margins by sharing a portion of the gains with martech partners. By doing so, brands can keep a substantial 1000 basis point rise, thereby significantly improving profitability and paving the way for reinvestment in innovation and growth.

When executed with precision, the strategic approach outlined in this series has the potential to fundamentally transform eCommerce brands from their current state of marginal profitability or even loss-making (“profit-less”) to a state of exponential forever profitable growth, a “profipoly” (profits monopoly).

Thinks 1106

Economist on Constellation Software: “Whether by fluke or design, Constellation’s dealmaking success is based on principles that look strikingly similar to those of the world’s heavyweight acquirer, Berkshire Hathaway. Like Warren Buffett, Berkshire’s boss, and his right-hand man, Charlie Munger, the founder and president of Constellation, Mark Leonard, seeks out businesses with a lasting competitive edge. In Constellation’s universe, such a “moat” is enjoyed by software firms that specialise in building digital wares for unsexy industries from car dealerships and builders to spas. Tech giants shun these relatively piddling markets and smaller rivals lack the requisite know-how. The result is rich profits for the incumbents. After a deal is done Constellation, much like Berkshire, runs the business with benevolent neglect. It does not integrate newly acquired companies or parachute in fresh managers. It is content to leave day-to-day operations to the existing leadership. It does not desperately try to squeeze out inefficiencies by centralising common business functions. Constellation believes that splitting a business weakens its bond with customers, notes Paul Treiber of RBC. Cash from the subsidiaries flows to the parent company, which uses it to buy new businesses. These in turn generate more cash, and so on.”

WSJ: “Forty years of research on how people reason about novel possibilities reveals that the glorification of children’s imagination is misguided. Children are no more imaginative than adults. Quite often, they are less imaginative. That is because, while children have the capacity to contemplate hypothetical ideas and counterfactual events, they do not have the knowledge or expertise to use that capacity as effectively as adults. There is room for innovation in everything we do—cooking, cleaning, writing, drawing, navigating, negotiating—but such changes require sustained effort and reflection. We have to acquire the right knowledge and cultivate the right habits of mind. Imagination, like any other faculty, has to be developed and refined through years of practice. Every time we entertain a thought that transcends what we are currently perceiving, we are using imagination. Thinking of mermaids requires imagination, but so does thinking of past vacations, distant friends or future meetings. Almost all mental life requires traveling beyond the here and now to contemplate what was, what will be, what might be, what should be, and what could have been. Life is a series of problems—what to eat? where to go? who to ask?—and solving those problems requires entertaining multiple possibilities and then selecting the best option among them.”

Donald Boudreaux: “If you want lasting change in society – if you want to shift the Overton Window – your only hope lies in your preferred philosophy becoming ascendant. Ideas must change. And for ideas to change the way people talk (and write, and report, and blog, and tweet) must change. So, too, must there be change in the ways teachers teach. Unfortunately, there is no simple recipe for changing ideas in your preferred direction. Nor is there any guarantee that even the most-promising efforts to change ideas in your preferred direction will work. But these realities are no excuse to sit on the sidelines. If you are (as I hope) a liberal, support the production, polishing, and promoting of liberal ideas. There are many different ways to do so. In your personal engagements, do not be afraid to take the liberal position. Also, find those persons and organization that you believe offer the best hope of not only defending, but also of furthering, liberal ideas. Support these persons and organizations.”

Human Progress about Norberg’s book “The Capitalist Manifesto”: “Step back and examine the trendlines. A third of all wealth ever created was created over these last two decades alone. Over the last 20 years, during every minute of complaining about how global capitalism has wrecked the world, over 90 people climbed out of destitution. Child mortality has fallen so dramatically that the number of annual child deaths is down by millions compared to a decade ago even as the total population has grown. The greatest progress occurred in the countries that most integrated into the global economy. Why is that? The miraculous problem-solving capacity of human beings that allows us to improve our conditions—if given the freedom to do so. Hence countries in the economically freest quartile enjoy more than twice the average per capita income of less free countries.”

The Generalist: “Hummingbird Ventures has built an astonishing track record – all while staying out of the limelight. Its secret to success? A meticulous approach to identifying outlier founders…Throughout his career as a venture capitalist, Barend Van den Brande has likely heard upward of 10,000 pitches. Ten thousand times, a founder has sat before him and told a story. They have spoken of their background. They have narrated the problem before them. And they have unfurled their solution. It is the job of a venture capitalist to listen to such stories – and to poke at them. To find the holes yet to be darned and stick a finger through the fabric. To find the story beneath the one being told, hiding. To hear what is being said and what is not.”

How to Boost eComm Profit Margins by 1000 Basis Points (Part 3)

Segments and Solutions

Test and Left

Of the three segments, the biggest opportunity is with Test and Left customers.  Let’s understand first how these customers hurt brand profitability.

In a typical eCommerce business, here is how the numbers stack up:

  • Revenues: 100 units
  • Gross Margin: 40
  • General and Admin expenses: 25
  • Marketing: 15
  • Profits: 0

The marketing costs can be further split into:

  • Adtech (acquisition): 12
  • Martech (retention): 3

Here is how the adtech spending can be further broken down:

  • Good Acquisition: 6
  • Bad Acquisition: 6

Of the Bad Acquisition:

  • Wrong Acquisition: 3
  • Reacquisition: 3

The reacquisition spending is happening largely on account of the dormant (Test) and churned (Left) customers.

The solution to eliminating the reacquisition AdWaste of 3 units (3% of revenues) lies with the Email 2.0 Reactivation Progency. Done right, this can also lead to a 10% increase in revenues (implying 4 units increase in profit margins). Taken together, this is an impact of 700 basis points:

  • 300 basis points from eliminating of the reacquisition AdWaste
  • 400 basis points increase in profits from increased revenue

So, how does the Email 2.0 Reactivation Progency make the magic happen? Here’s a summary:

  • Progency is a proposed software and service solution that targets dormant/churned customers that brands currently ignore.
  • Progency uses innovative “Email 2.0” tactics like gamification, AI personalisation, in-email payments, and Action Ads to re-engage these customers profitably.
  • This eliminates wasted ad spend on re-acquiring dormant customers. Progency also drives incremental revenue from this “Blue Ocean” of ignored customers.
  • For brands, there is no risk or upfront cost. Progency only gets paid on successful outcomes through revenue share.

Best and Rest

The combination of Velvet Rope Marketing for Best Customers and a next-gen Profipoly Stack which enables the prediction of the next best action for Rest Customers can help drive more revenues. A 10% increase in revenue can drive a 400 basis points increase in profits.

Next and Guest

The goal here is to eliminate wasteful wrong acquisition and ensure immediate identification of anonymous visitors to add 300 basis to the profit margin. This is done via a set of initiatives which can be clubbed under the broad theme of “near-zero acquisition cost.” For example, brands can use the data from the most valuable customers – Best Customer Genome – to influence the targeting of future customers. They can also drive more referrals from existing customers. They could also use gamification for zero-party data, micro-newsletters, in-store QR codes to maximise identification of anonymous visitors.

Additional Reading

The following essays have more on the ideas discussed:

Thinks 1105

Economist: “In the rich world, workers now face a golden age. As societies age, labour is becoming scarcer and better rewarded, especially manual work that is hard to replace with technology. Governments are spending big and running economies hot, supporting demands for higher wages, and are likely to continue to do so. Artificial intelligence (ai) is giving workers, particularly less skilled ones, a productivity boost, which could lead to higher wages, too. Some of these trends will reinforce the others: where labour is scarce, for instance, the use of tech is more likely to increase pay. The result will be a transformation in how labour markets work.”

John Gray: “When something comes along which contradicts my expectations, I’m pleasantly surprised. I get pleasant surprises. Whereas, if you are an adamant optimist, you must be in torment every time you turn the news on because the same old follies, the same old crimes, the same old atrocities, the same old hatreds just repeat themselves over and over again. I’m not surprised by that at all. That’s like the weather. It’s like living in a science fiction environment in which it rains nearly all of the time, but from time to time it stops and there’s beautiful sunlight. If you think that basically there is beautiful sunlight all the time, but you’re just living in a small patch of it, most of your life will be spent in frustration. If you think the other way around, as I do, your life will be peppered, speckled with moments in which what you expect doesn’t happen, but something better happens.”

Philip Howard: “The ability to do things in our own ways activates the values for which America is well-known: self-reliance, pragmatism, and loyalty to the greater good—what Alexis de Tocqueville called “self-interest, rightly understood.” For most of American history, the power and imperative to own your actions and solutions—the concept of individual responsibility—was implicit in the idea of freedom. Americans didn’t abandon our belief in individual responsibility. It was taken away from us by post 1960s legal framework that, with the best of intentions, made people squirm through the eye of a legal needle before taking responsibility. Individual responsibility to a broader group, for example, was dislodged by a new concept of individual rights focused on what’s best for one person or constituency. The can-do culture became the can’t do culture. At every level of responsibility, Americans have lost the authority to do what they think is sensible. The teacher in the classroom, the principal in a school, the nurse in the hospital, the official in Washington, the parent on the field trip, the head of the local charity or church . . . all have their hands tied by real or feared legal constraints.” [via Tyler Cowen]

Don Boudreaux: “It’s long past time that economists (and other social scientists) quit not only assuming that that which is possible to be achieved only by creatures with superhuman knowledge supplies relevant benchmarks for assessing real-world outcomes, but also to quit treating such outcomes as being theoretically achievable. They’re not achievable, not even in theory. When theory is properly done, such outcomes are prohibited. No one would dare say, “In theory it’s possible to reengineer porcine genes so that pigs will fly.” Yet just as silly is an economist saying, “In theory, government officials can impose tariffs and dispense subsidies in a manner that will result in economic outcomes superior to those achieved by free markets.” Or, at any rate, such a statement by an economist will remain silly until someone offers a theoretically compelling reason to believe that government officials can gain access to all the detailed knowledge that is routinely used by the millions of individuals in markets.”

WSJ: “Billions of dollars worth of goods are regularly transported in corrugated cardboard boxes, so it’s no surprise that there are many scientific papers on the material’s strength—equations, computational modeling and detailed consideration of humidity, temperature, paper type and box shape. They are the sorts of structural calculations you would do to design a building. It’s like paper architecture. Corrugated cardboard is made of a wavy internal layer that’s sandwiched between two flat layers. The outer layers are important because they make it harder to bend—to curve that structure, you’ve got to stretch the outer layer, and as the experiment with the weight demonstrates, that’s very hard to do. The farther apart those layers are, the harder it is to make it curve, so the first job of the corrugations is to hold the sides apart and stop them from sliding over each other. But the most interesting bit is the corrugations themselves. They’re made of a flat surface that has been bent back and forth repeatedly as it moves laterally. It’s a useful and fundamental rule for anything that starts as a flat sheet: It may be easy to bend it in one direction, but you can’t also bend it in the other direction at the same time without stretching or squashing it.”

How to Boost eComm Profit Margins by 1000 Basis Points (Part 2)

BRTLNG

Let’s begin by considering the customer segments every business has.

  • Best Customers: This elite group represents the top 20% of the base, contributing to 60% of revenue and a remarkable 150-200% of your profits. They are the cornerstone of the business, exhibiting high loyalty and purchasing frequency.
  • Test Customers: These are part of a significant segment, roughly 40% of the customer base, who have engaged with your brand on a trial basis but have not made subsequent purchases. They are currently dormant and represent a re-engagement opportunity.
  • Rest Customers: This segment constitutes the middle 40% of your customers. They are neither the most loyal nor completely inactive, but they consistently contribute around 30% of the revenue, playing a supportive role in the business’s financial ecosystem.
  • Left Customers: These are the individuals who have churned from the brand after a single interaction. They are the ‘one and done’ customers, whose journey with the brand was short-lived, whether due to unmet expectations, dissatisfaction with the product or service, or simply because they had a singular need that was fulfilled.
  • Next Customers: This segment encompasses the potential customers who are yet to engage with the brand. They are the prospects and the key to the business’s future growth.
  • Guest Customers: These are the anonymous/unidentified visitors. Successfully enticing them to reveal themselves and opt-in for communication transforms these hidden prospects into potential profit-centres.

We can sequence these as Best-Rest-Test-Left-Next-Guest (BRTLNG). Understanding these segments will help us solve the mystery of the missing profits.

  • Next and Guest Customers: ‘Next’ customers are pivotal to the profit conundrum, often being a primary cause for profit erosion due to disproportionate spending on customer acquisition. A substantial portion of the adtech budget is squandered in this pursuit, resulting from misdirected acquisition efforts and the inefficient reacquisition of past customers. Moreover, without timely identification and engagement, ‘Guest’ customers risk slipping through the cracks, especially as a cookieless future looms, which could sever retargeting opportunities and erode potential revenue streams.
  • Best and Rest Customers: These groups harbour significant untapped revenue potential for the brand. Unfortunately, the current engagement strategies fall short. The ‘Best’ customers aren’t receiving the exceptional, differentiated experiences they deserve, which I have coined as “Velvet Rope Marketing,” akin to a VIP treatment. Meanwhile, the ‘Rest’ customers are missing out on the compelling, personalised omnichannel experiences necessary to inspire more frequent purchases.
  • Test and Left Customers: Efforts to address customer dormancy and attrition in these segments are often inadequate. Brands typically overlook direct re-engagement tactics with these groups, inadvertently relegating them to reacquisition campaigns where significant funds are expended just to re-establish contact. This not only forgoes new revenue possibilities but also results in costly attempts to reinitiate dialogue with customers who may have otherwise been retained more economically.

Enhancing engagement with the Best and Rest, deploying cost-effective retention strategies for Test and Left customers, and optimising acquisition spends to not only optimise for Next customers but also to identify and convert Guest customers are strategic imperatives to stem the leakage of profits and foster sustainable growth.

Thinks 1104

Madanmohan Rao recommends my book as one of 2023’s top 10 for Entrepreneurs: “Not all startups need external funding from investors – they can grow from customer revenues alone, as explained by Rajesh Jain, who has been an entrepreneur for over three decades. Hard-earned lessons from his ventures IndiaWorld and Netcore are shared in a storytelling format. He defines a ‘proficorn’ as a private, bootstrapped, profitable, and valuable venture (worth $100 million). The 16 chapters cover his experiences learned in ideation, team building, revenue generation, managing growth, creating a flywheel, and learning from failure.”

FT: “There are no better guides to how the country might best leverage its potential — and manage the obstacles — than Raghuram Rajan, former governor of the Reserve Bank of India, and Rohit Lamba, an economist at Pennsylvania State University. In Breaking the Mould: Reimagining India’s Economic Future, they expertly devise a new growth model for India, offering detailed recommendations for reforming the country’s industrial strategy, healthcare, education and democracy. Their arguments are bolstered by several illuminating case studies — from online MBA classes in which students use virtual reality headsets, to a sari outlet combining manufacturing and services — that highlight the nation’s entrepreneurial zeal. They suggest India should not attempt to follow other countries by walking the low-skilled manufacturing path to economic development, since many nations are now competitive in building and processing. Instead, they say that India should leverage its expertise in direct services exports, from IT to education, as well as services embedded within the manufacturing sector. Importantly, the authors argue that India must also work to bolster its democracy — after all, the ability to think and speak critically is a cornerstone of innovation.”

Avishai Abrahami: “A lot of the time, I talk to entrepreneurs, and most of the time, younger entrepreneurs, they talk to me about the fact that they make a lot of decisions every day. And I usually say, “Well, I make probably four every quarter.” And I think the number one thing is to understand that it’s much better to make four every quarter than a dozen every day because I mostly try to delegate and to make sure that we know: What are the rules? How do we measure success? How do we enable other people to make smart decisions? And they’ll come and tell me what they want to do, but essentially, it’ll be mostly their decisions and not mine. It’ll be my responsibility but their decisions. We have a full method of how to make decisions. Everything is measured. This is number one. We are fanatic about it. We measure everything. If you did something that cannot be measured, then nothing happened. That’s our philosophy. In fact, a lot of the time, don’t tell us about it. Don’t come and show off a project that cannot be measured. You can come, by the way, and show us a project that you measured and had a negative effect, and you’re going to get the same amount of cheers as you would for a project that had positive effects because we want to encourage that aggressiveness in testing and going to new places.”

George Will: “Many of today’s anticipatory anxieties about artificial intelligence might be well-founded, but not its threat to cause enormous joblessness. Until the middle of the last century, many women were telephone operators. Displaced by mechanical switching technology, they moved on to other jobs. Pethokoukis says ATMs led to increased bank teller jobs as it became cheaper to open bank branches. He imagines finding ways to employ the energy around and beneath us. The Earth’s molten core is about as hot as the sun’s surface (11,000 degrees Fahrenheit), and will generate heat for billions of years as radioactive elements decay. “The continuous energy flow is roughly thirty terawatts” — trillions of watts — “almost double all current human energy consumption.” And: “There are no theoretical obstacles to placing tech in low-Earth orbit that would convert some of the 173,000 terawatts of solar energy continuously striking Earth, an amount ten thousand times annual global energy consumption.” Vitality that translates into economic growth can be transformative. “The difference between an economy growing at 2 percent for the next fifty years and growing at 4 percent over that span is,” Pethokoukis notes, “massive — a $60 trillion economy in 2076 versus $160 trillion.” A prudent society does not assume that such things are achievable. However, a dynamic society does not allow anxieties about the future to constrict is horizons, or to seek security in the embrace of the state.”

WaPo: “Conceived in 2016 by Carlos Moreno, the 15-minute city imagines putting “humans and their well-being as the main purpose of urban organization,” Moreno, an urbanist and professor at the Sorbonne University in Paris, told The Washington Post in March. The idea is “to promote sustainability and health by reducing car dependency and increasing physical activity,” primarily through walking, biking and mass transit. This decentralized urban planning model has become a rallying cry for politicians and urban activists around the world fed up with exclusive single-use zoning, car-centric development and homes segregated from work, retail shopping and other amenities. Yet the discussion about 15-minute cities obscures a central tension at the heart of the idea: How can all of us live within 15 minutes of all amenities and jobs in cities housing millions of people?”