Sub Club by RevenueCat
00:17:56 · Jack McDermott, Jacob Eiting
[00:17:56] S1: We we do have great relationships with our reps and with the teams and both Apple and Google. But I think the way that we've approached things is like you have to start, especially nowadays with with the power of your own story of what what the launch is and how you wanna own it and tell it. And and we've been able to really invest. We hired our own internal creator who's, like, on staff to be able to film and create short form content. I think for a long time, the pendulum has been swinging from, like, you know, who has the story to tell? Do do you have to rely on a platform to be able to get on the front page of, you know, at the App Store, or can you really create an organic or earned or paid approach to being able to get a really great story out there? So we spend a lot of time upfront, probably, you know, one to two weeks of kind of refinement of what's the story that we wanna go out and lead with. And there's so much noise out there, especially in our space where where you're building and launching AI models that seem to be a [00:19:00] S3: Every new week. [00:19:01] S1: State of the art benchmark every single week. Right? [00:19:03] S3: So Change a name, put a [00:19:05] S1: number on the end. [00:19:05] S3: You're like, cool. Beat some benchmark I've never heard of before. Great. Sounds awesome. [00:19:10] S1: Right. And then... So so I think in that that specific environment, if you don't start with with a very clear storyline yourself, then you're not gonna be able to rely on it on anybody else.
00:19:10 · Jack McDermott, David Barnard
[00:19:10] S1: Right. And then... So so I think in that that specific environment, if you don't start with with a very clear storyline yourself, then you're not gonna be able to rely on it on anybody else. [00:19:22] S0: Yeah. Tanmay, I'd I'd love for you to dig deeper into that. You you were telling me at your time at Amazon, the whole idea of kind of write the press release first and how that's taken on a different form at ElevenLabs. How how do you plan for that?
00:19:37 · Tanmay Jain
[00:19:37] S2: It was really interesting. I think six weeks in, had to go after my first launch. You know, we don't we don't have long onboarding processes here at ElevenLabs. And straightaway, I got handed a doc, like, Jack was super helpful with this where it was like, okay. You know, write out your value... Like, your core value promise, your secondary value promises very succinctly, tightly. But then the first thing you're you're going to do is turn that into a Twitter thread. And we're gonna think about, you know, what is the main headline? What's the interesting hook to get you to the second thing that gets you to this... The the the next subtweet and the next subtweet? And how can you encapsulate that story in terms of a number of small Twitter threads that, you know, really capture the audience and drive that earned media? And then the next activity is, well, then how do you turn that into a video and how do you express that through video? Because video is so important, all of these channels where it's driving so much more performance and organic impressions. And, you know, that looks like sometimes we go and make a motion graphic video where we have our in house team who are forever churning out the highest quality videos I've ever seen, and I don't know how they do that, all the way to more, you know, people in camera sort of focused content. And it's something that, as a company, I feel like you get trained on because you spend a lot of time watching all the content that the team puts out across these various different sort of tiger teams shipping all this really great content. And then you also just get refined. You know, you put a script out there. The creative team will give you some feedback. You write a Twitter thread. You know, Jack or Luke, our head of growth, will provide some really meaningful feedback. So you get a lot of opportunity to get these sort of reps out as well.
00:21:05 · David Barnard, Jacob Eiting
[00:21:05] S0: I think it's such an underrated kind of product and growth lever. If you're working on a feature and it doesn't make for a good Twitter thread, like, you better have like a really good reason to be [00:21:16] S3: building I get a lot that of crap sometimes internally at RevenueCat because it's like, oh, we manage by Twitter interactions. And I'm like, well, you know, it's not the worst guiding force. You know what I mean? At least you know somebody's mad or wants something. Right? And it's true. If we build something and I post it and nobody cares, it's most likely the... There's a correlation at least that stuff that slaps on Twitter tends to be really well received. Replace And x Twitter with like wherever your customers are. Like obviously, it's just a it's just a proxy for being where the users are and like staying really in... It's the classic OYC advice. Just talk to your customers. If what you're building doesn't resonate with them, why are you building it? Right? Who's it for exactly? So I'm all for vibes based, like product roadmap setting and stuff. [00:22:05] S0: Were any lessons from your time at Canva, Tanmay? Like what what was that like a way you approach things at Canva as well?
00:22:05 · David Barnard, Tanmay Jain
[00:22:05] S0: Were any lessons from your time at Canva, Tanmay? Like what what was that like a way you approach things at Canva as well? [00:22:13] S2: Canva's a bit different. So my time was a bit earlier in the process. It was, you know, 2019, 2020, 2021 to 2022. So very different time, you know, in terms of the market. This is very much pre AI before we had, you know, GPT 3.5 became a big thing. And so there, it was much more kind of old school. I mean, we still had, like, earned media. But, you know, when we launched the video product, we had a twelve month run up. We spent three months figuring out our messaging. And, yes, we had a great video on the back end. We had a lot of the same things that you... We do now, but that time period and that time horizon was extended massively. And it was all about, you know, we're launching on this day, and we've got the, you know, news articles going on exactly that day. We've lined all these sort of big ticket items up. And, you know, I can't speak to what's happening internally now, but definitely the ElevenLabs, it's launch fast, launch often, really nail it, and understand what resonates.
00:23:06 · David Barnard
[00:23:06] S0: Yeah. That's gotta be a lot of fun moving to more of that startup. I I love the way Jack described it early on. It's just such a cool way to operate a company, especially a multi product company is that you're almost like little startups inside the company. And so I love that kind of flexibility and focus for for teams to be able to focus on the individual products they're working on and move fast. So that's really cool. And then, you know, speaking of that, one one of the unique things I was reading about, the team structure at ElevenLabs is that engineers that you hire are are filtered against having a solid product instinct. You almost think of the engineers more as the PM, and then the the more PM type folks are more growth leads. So how does that work?