We're building a newsletter/messaging product[1] that connects directly to SQL databases rather than storing user data ourselves. Think Mailchimp but sitting on top of SQL. Or Mode, Looker, etc. but for sending messages.
Vero Newsletters does not store user or activity data. This is important to us. We run queries inside your data warehouse, use query results to personalise your newsletters then forget the data.
The only information we maintain is endpoint (e.g. email address) subscription statuses: Vero is a giant “sieve” through which all messages pass to ensure unsubscribed endpoints never receive another message.
Why is this approach different?
- Invest in a data flywheel. If all your data is read from and written to a central data warehouse a flywheel is created. Investments in data aggregation and organization benefit all users and tools that leverage the central warehouse. This avoids the scenario where customer data is copied to several platforms, all siloed. We are actively working not to become another “system of record”.
- Save money. We don’t store data so have a different cost structure. This means we can charge per message rather than per subscriber. This is unusual for messaging / marketing products and means our pricing is much more cost-effective.
- Minimal data footprint. By not syncing we help you store private user data in fewer places. Data in less places is always a good thing and there are a growing number of tools that can provide secure access-as-needed. We also intend to build out a self-hosted version of our product: much more achievable under this model.
We launched our original product here on HN nine years ago[3]. Since then we’ve been squirrelled away quietly building a business. It’s been an interesting journey.
We think it’s time for the next major iteration in how marketing/CRM software is built.
We hope this data warehouse-first, data-minimal approach will resonate with the sorts of builders here on HN and would love to hear your thoughts, questions, concerns or ideas re: where we're going. Thank you!
Agree with Ned. I worked on an idea (two, even) before starting our current business and, although I learnt a lot from that experience, I don't think it was as much as I'd have learned spending time in a slightly larger, faster-moving, company.
I think the idea of getting real exposure sooner is underrated.
Incidentally, this is why your Startup Apprentice role is so interesting nedwin ;).
Having personally spoken with Emil a number of times, and being a user of Helpjuice, I think Emil is going to turn it into a great SaaS company. Nice work man.
That's one of the big benefits of Vero and the other guys: a typical autoresponder (think Mailchimp) is hard to 'cancel' but it's easy to setup different flows with Vero depending on where a customer is in your product's lifecycle!
As an alumni I can safely say that Startmate is most certainly the main reason we are where we're at today. Australia's premier incubator, the mentorship from, and companies coming out of, Startmate are world class.
Not exactly like this, but one of the challenges that I had with A/B testing at Pictage was trying to account for the value that was generated through referrals. Maybe a bridesmaid would see a picture, and the mother-in-law would buy.
So certainly part of the value of a customer is the value of the referrals that they generate.
Definitely a shorter time frame changes things. Trying to lengthen the time your customers stay with you sounds pretty irrelevant in your case (without knowing the ins and outs of your business).
Do you sell just the one course?
Some of these tactics could help you up-sell them on other offerings of yours.
