Sub Club by RevenueCat
00:10:29 · David Barnard
[00:10:29] S0: And how do you think about growth when... With the two separate apps? You know, I'd imagine you're doing some ads and growth focus things very specifically for the reader app, which does have that very different kind of use case and product promise. And then with the the main ElevenLabs app, I imagine you're doing very separate things, but then and then you can kind of, like, as a brand also kind of be the text to voice company. So, yeah, how do you how do you think about growth across both apps and the brand?
00:10:57 · Jack McDermott
[00:10:57] S1: There's a couple of shared parts that that I think underpin both of the apps growth. Right? One is, like, from a fundamental building block level, we we share a lot of the same technologies. Right? So when it comes to, like, having to stand up on a database, an MMP testing tools, these are a lot of the the shared parts of the apps that we can kind of lend and... On the move together. So when it comes to to growth, we can also lend a lot of things between the two apps. So creating great UGC content to be able to to boost on paid or to be able to post on on organic, a lot of times those creators or agencies are are doing a lot of the same things across a variety of brands. And we can kind of pick and choose what what seems to be working well on the other. Or I think a good example is in in the MMP world. Right? Like, being able to map and define specific events between apps that show the greatest amount of signal. Even though the the the underlying use case of the app is gonna be different. So that... That's where I think it starts to change is really, you know, when you think of a retention and engagement and monetization, that's where we we diverge quite a bit is that you you have to build specifically to that use case and to that that audience. One of the
00:12:14 · Tanmay Jain, David Barnard
[00:12:14] S2: things that this affords, and this came from... You know, this came up in the super app conversation versus, you know, separate apps is we were really able to tailor paid plans or monetization directly to the value that that ICP or that user seeks. So when we think about ElevenReader, they don't think in terms of credits and tokens when it comes to, you know, a listening or a consumption focused app. So, you know, Jack was able to really align the costs to an hours sort of experience and a consumption focused experience versus in ElevenLabs. The flagship app, it's very, very creative focused, and users to our benefit have been trained and primed to learn about credits and characters and all these sort of different, you know, digital economies. And so by separating out, we were able to really basically get licensed to go and try out a variety of different pricing and packaging in a really, really unique and useful way. [00:13:04] S0: Since we're on the the topic of user acquisition, I am curious about how y'all think about running paid UA and kinda building the the engine of growth. And I know you'll you'll use a lot of really polished videos. I I heard another podcast that one of your colleagues was on that you even hired a motion designer specifically to get that kinda earned media that that is these kinda big launches, but then you kind of trying to build a paid UA flywheel that runs continuously while also doing these kind of big launches. So tell me about how you how you think about those things and then how you actually execute.
00:13:37 · Tanmay Jain
[00:13:37] S2: We always think about our launches as sort of two buckets. We have kind of... There's moments we go out and seek earned media, and then we have those moments where you need to go and forecast sustainable month to month growth. Right? Both things have to be true at once, and that's something as a growth and product person you constantly have to do. And even within our earned media, think about, you know, what level we kind of target this at. Is this something that goes on all our channels? Is this something that go on email? You know, maybe these people don't care about on our LinkedIn, the ElevenLabs flagship app, because it is short form creator focus, so understanding who fits where and why is really, really important. And then on the paid side, we think about, okay. Well, what is the channel? What is the product? What is the specific message that we're trying to do? And how do we, like, you know, set the right sort of models so that we can figure out how to do this in a really sustainable way? Because we look at that as a sustainable growth channel and not as a let's go and launch continuously as well. So I think the gaps between launches aren't like a traditional company where it is once a year, once a... Once every six months. We would probably do more than once a quarter, to be honest. Or I would say monthly is probably the average cadence for a team in ElevenLabs. So we get a lot of opportunity to kind of explore these sort of viral upside moments while also having this continuous growth engines.
00:14:46 · David Barnard
[00:14:46] S0: But what are the primary channels that you do use in paid?
00:14:48 · Jack McDermott
[00:14:48] S1: One, we we operate across a lot of the paid ad channels that you'd expect. Right? So so we're operating across Meta, TikTok, Apple search ads, Google Play, Google Ads, and really taking a fine tuned approach to be able to looking at the the results in the data in an incremental way each week or each month. Right? I think one thing that's kind of unique about ElevenLabs and again, going back to that idea of like a horizontal platform that we have is we're in a nice position where where we don't need to always optimize for say day six conversion or day eight conversion or even day zero conversion. Right? We're in a position where we do have and we're trying to build a brand and we're trying to build an audience and we're trying to drive engagement that we we ultimately wanna capture a lot of value from. But one thing that's kind of nice about the position that we... We've been able to build with a great deal of brand work at ElevenLabs through all of these flagship launches where we announce new models and gain good amount of earned media is it gives us a little bit more flexibility on paid to be able to test new creatives or to really not have to nail that that week one payback, but to really allow ourselves a bit more flexibility in order to determine and test into the right, you know, payback or LTV of CAC. So that that's the way that we we thought about it. And of course, in the day, it's a lot of work because each new channel is gonna operate in its own way. And you really get to understand what type of creative is gonna perform, what's the right approach across each one. So that I think is an important part that we don't view it as just paid in the aggregate, but but really fine grained approach to each individual channel in the way that they layer up together toward growth.