April 27, 2019

Sometimes D2C isn't necessarily the best approach to attract users. We're working with intermediaries and so should you.

JC Alvarez @jcalvarez

It's been a few months since I last posted, I've been focused on getting Clarify up and running. In the last few months we've launched on PH (yup had the typical 2 day explosion and ghost town), completely redesigned our app, and launched a curated newsletter to compliment our service.

For some background Clarify, is the application that helps professionals launch and manage their careers, all the tools and actionable data in one app.

We now have nearly 200 users from 28 countries from companies such as Target, Apple, VICE, Intuit, and Red Bull on Clarify managing their careers.

We have however hit a complete and total concrete wall in user growth. The acquisition cost while low on a CPC level, became costly from a "sit back and hope they click" standpoint.

I decided to take a step back and really examine the market and the players, when I realized there was an entire market of Career Coaches and Resume Writers that have an existing client base that in many cases pays $100s and $1,000s for their services. Hello, our users are right there and with the income level we were targeting.

In the last 2 weeks we've reached out to about a handful of Career Coaches and Resume Writers and the feedback has been amazing, great feedback and ideas, so much so that we have an Affiliate program in the works.

While at first I thought Career Coaches and Resume Writes would see Clarify as a threat, and in some cases rightfully so, thus far we've seen them embrace it as complimentary to their services.

Hope this helps others thinking of fishing where the fish are.

  1. 2

    What is the abbreviation of working with partner. I mean b2c business to costumers like that. It is partner to customer?

    1. 1

      Our business model is still direct to consumer, however the purpose of the post was to highlight the challenges with plucking users one by one, while there's no silver bullet, you can still leverage intermediaries to fish where the fish are and find your users a lot faster.

      The advantage to this specific method and product, is that you can almost quickly tailor your product and target it to the right income levels, by passing wondering eyes and fishing for the right customer that was/is already willing to spend money.

      The usual process is build it and they will come (and they don't), but with the right strategy you can find narrow roads that lead you right to your customer.

  2. 2

    This is super savvy -- I've experienced similar results by working through partner channel.

    It's especially an excellent strategy for indie hackers because you can focus on the product and leverage the domain expertise of the people in market. This helps speed up your feedback loop while connecting to potential customers who already trust the intermediaries.

    Re: Clarity - I'm going to check it out. I've been exploring a couple of ideas in this space so it's cool to see innovation happening here. Would love to chat if you're up for it.

    1. 1

      Thanks for the feedback! Correct, right now my focus is 80% selling / 20% product. I'm at the point where I feel confident in the product and the feedback received from speaking to domain experts has yielded this.

      Trust is very important, in this particular market testimonials are key, so in this case working with the right folks (which I personally vet and research) quickly accelerates the trust in our product because you have the backing.

      It's an interesting industry with lots of competitors, and of course and evolving way of work. If you decide to take the plunge, let me know and we can chat.