One of the more complex considerations that we were charged with was creating differences between service packages that went simply beyond storage space. The product offerings that were available, prior to our work with this client, were three different plan sizes, ranging from free to a top-level plan, all having the same feature set: secure document storage, document hosting, online editing tools, ad-free. As you can see, this feature set wasn’t very deep and, if you’re like us, two of the four features felt redundant.
More difficult still, the largest players in the cloud document storage space have made their names (and money) selling other services. Online document storage can be a loss leader for these Goliaths resulting in a marketplace value distortion. When your best competitors can giveaway a competing product for free, how can you truly be their competition?
These market pressures helped shape the next iteration of the service offering. A free plan would have to remain, as it was expected, by the client’s legacy customers and subscribers of those best competitors.
Luckily, an entirely free service can also trigger those conscious and subconscious, “you get what you pay for” feelings among consumers. For that reason, some consumers seek out paid platforms.
The highest tiered plan would have to offer unlimited storage, because without it, our client wouldn’t be answering to the marketplace that was saturated with unlimited offerings. We had defined our extreme ends, but how to address the middle tiers?
With billions of free documents hosted by our client, it seemed like a smart move to come to an understanding with our client-base; If you want us to help you by providing free online document storage, we’ll ask you to let us discreetly add our branding to those documents. Overnight, there were at least dozens of billions of ad impressions that hadn’t existed previously. The estimated cost per thousand impressions delivered was about $0.0002.
This also created a difference between the free package and the lowest level paid package: Branding-free, ad-free experiences. If the branding was distracting or seemingly unprofessional to any given account holder, they could upgrade for a nominal monthly fee to remove branding and increase space.
The next tiered plan offered another increase in storage space, plus easy sharing features and some SEO features, that would help those documents be found on search engines.
Finally, the plan that required the largest monthly investment and granted unlimited storage, also included features like archival-level storage, an online document editor, fine access controls including document password protection, and high-speed servers for faster delivery.
While the mission was to create differences great enough between these packages to encourage upgrading, we applied the persona of someone starting at free and formulated plants to meet that person’s needs through their growth. We wanted everyone who needed and who was accommodated by a free account to use a free account. When their customer’s needs outgrew the free account, we wanted the smallest paid package to make sense, to be a no-brainer, because they had grown to trust and rely on our client’s services.
We also helped mature our clients offering to once again acknowledge and address the competitive landscape. The offering was no longer a potpourri of relics from past iterations that the marketplace had grown out of. With our help, our client had a feature set worthy of consideration.
If you know your market exists, but your rate of adoption has stagnated, or worse, declined, recruit Omnifonic to do some competitive and market analysis for you.
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