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Bobby Pinero (CEO, Equals) - Why Freemium Doesn't Always Work
Dec 19, 2023
Bobby Pinero, CEO of Equals and ex-Intercom finance hire, explains why freemium didn't work for Equals and how free trials are a better fit. He shares tips for building a horizontal product, founder-driven marketing, and the impact of internal communication. They also discuss building templates, product market fit, challenges of data source connection, and the power of product demos in B2B SaaS marketing.
42:45
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Quick takeaways
- Equals initially embraced a freemium model but switched to a paid model due to low retention and conversion rates.
- Equals focuses on onboarding users effectively and tailoring their support experiences for different user personas.
Deep dives
Equals: Building a Flexible Spreadsheet for Data Analysis
Equals is a spreadsheet tool designed to cater to the needs of analysts and data-driven professionals. The tool enables users to work in a spreadsheet format while connecting to various data sources and sharing analysis with stakeholders. Equals aims to provide a horizontal product that replaces the need for separate business intelligence (BI) tools by offering functionalities such as connecting to data sources, analyzing data within the spreadsheet, and distributing analysis through dashboards. The team at Equals follows a product-led growth (PLG) approach, emphasizing the importance of showing the product and leveraging content to engage users. They focus on providing valuable insights, sharing their experiences, and helping users understand the benefits of the product. The recent launch of dashboards strengthens Equals' offerings by allowing users to create BI-grade dashboards within the spreadsheet and share them across different platforms.
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