Jen Grant from Box – Audacity of Brand – #IMS11

  • Box was founded on simple ideal
    • Make it easy to get to content
  • 60k businesses using box
  • 6M users globally
  • 180 employees
  • $71M in funding
  • New business is accelerating across industries
    • Companies are using Box to share sales tools with their companies
    • Advertising companies are using Box to share content with their clients
  • The 3 Realms of Perception
    • Public Perception
      • Consumer Back-Up Tool
      • Didn’t match what Founder thought perception was all about
    • What Our Customers Loved
      • Customers Loved that Box replaced FTP
      • Labor intensive process to share files – cost of FedEx to transfer files between offices
    • What We Wanted to Be
      • Sharepoint replacement
        • Consolidating content across the company in one place
        • Sharing information in a secure way
        • Wanted to be simpler than Microsoft
      • End-user experience and end-user happiness
  • Revenue Implications
    • Consumer Back-up Tool – $
    • Replace FTP – $$$$
    • Sharepoint replacement – $$$$$$$$$$$
  • Knew that as much as they wanted to be a Sharepoint replacement, they couldn’t back away from FTP replacement
  • Brand aspiration was to be a Sharepoint replacement
  • How do we get from small to big
  • Six steps ….
    • Targeted messaging
      • Finding the inflection point
      • Where in the cycle can they talk about the shift?
      • Can talk about the big message with press, influencers, etc.
      • Talk about about FTP replacement with sales cycle
    • Let customers speak for us
      • Pandora moved everything into the cloud
      • Case studies
      • Video testimonials
      • Every page of website has quote from customer
      • Marketing person can talk about what they are, but until it comes from customer nobody would believe it.
    • Found 3 massive trends in the marketplace
      • New Worker
        • No patience for complexity
        • Works from multiple devices
        • Viral adoption of ad hoc tools
      • New Workplace
        • Geo-distributed workforce
        • External collaboration
        • Decisions made in real-time
        • When iPad hit the market, sales skyrocketed
      • New IT
        • Business objective alignment
        • Pressure from end users
        • Adopting secure cloud services
    • Great guy to share his story
      • Getting CEO out there to speak and share his story
    • Develop a distinctive personality
      • Branding campaign
      • Billboard up on 101
        • Box.net vs Sharepoint
        • Sharing should be simple
        • One billboard strategically placed in the “alleyway” of influences – near where VCs drive, TechCrunch, etc.
    • The Results
      • Inc 500 Top 5 Breakout Companies
      • 73% of Fortune 500 use Box
      • Grew from 30 to 180 people
      • Raised $47M in February 2011
      • Tripled Q1 2011 revenue over last year
  • It’s really about the story
    • Aaron’s story
    • Story about market & trends
    • Having a story to the press
    • Having a story for customers and sales