Starting Up by Rahul Pathak

I found out via Google Operating System that Google launched it’s Blackberry Sync app. This is awesome. It works beautifully with multiple calendars and I can’t tell you how happy I am. I have spend endless hours futzing with various Rube Goldberg-esque solutions that ultimately didn’t work. Thank you Google.
Check it out now at Google Mobile >> 

 I also just cancelled my paid account at a web site that was attempting to provide this service. Ultimately, this is a good example of the danger of building a business around something that is an easy feature add for the platform on which you’re dependent. As I’ve written about before, with free APIs - you get what you pay for. There are no guarantees that you won’t be made obsolete overnight.

Matt gave Dave and I a quick demo of Blist’s software last week and I have to say I came away very impressed with what they’ve been working on. They’ve clearly thought a lot about the user experience and it shows. They’ve innovated a lot on the UI front and I saw some things I hadn’t seen before that I think will be very well received.

I’m looking forward to their launch.

Andrew Chen has a great post on his blog entitled “Why Bloggers and Press Don’t Matter for User Acquisition.” I often find myself nodding as I read his posts and this one is no exception. Press & Blogger buzz while it drives traffic, often has no connection whatsoever to driving users and user engagement.User acquisition is a critical part of any startup’s evolution and it’s surprising how often entrepreneurs can fall into the ‘build it and they will come’ mindset. I was at an event recently where a handful of startups were presenting their companies to a panel of VCs and CEOs. After one pitch, a panel asked the entrepreneur what his customer acquisition strategy was - “How are you going to get people to use your product?” The response was along the lines of - “Well, they just need to try it out and they’ll love it.” Unfortunately, he didn’t have a good answer as to how they were going to hear about it in the first place.You need a clear user acquisition strategy and Andrew has laid out a useful framework for thinking about it. He also has other great post on Viral Loops and social network monetization. Happy reading.

One of the real-time lessons we learned at Judy’s Book is that while UGC is great, without vigilant moderation of that content, you’re going to get a lot of noise in the system, which is not great. When we were aggressively seeking reviews, we relied exclusively on the community to flag posts and then reviewed those posts for compliance with our terms of use. This approach is ok, but doesn’t go far enough. We should have looked at every review and only approved content that was of value for review readers.

When we transitioned to deals, we adopted the same - anything goes, we’ll deal with spam - approach but quickly found that deal posters were flooding the system with deals that from our perspective were questionable. The problem was compounded by the fact that with deals, there is a financial incentive to posters - the more of their links they publish, the more likely they are to get paid. Initially, we tried to combat the problem with algorithms that gave higher preference to known posters, and more aggressive deal removal tactics. This helped, but we constantly felt like we were behind the curve.

The solution was a simple re-framing of the problem. Rather than let anything onto the site and then remove bad deals, we decided to only allow good deals onto the site. The way we did this was by creating a moderation queue. Anybody could post anything, but before anything came onto the site, it would have to be approved by a member of the JB staff. This simple decision completely eliminated our spam problem. A simple, streamlined interface made it quick and efficient to review deals and we saved ourselves a great deal of frustration dealing with bad deals on the site’s primary pages.

If you’re thinking about incorporating UGC into your site, I’d strongly urge you to consider a moderation queue approach. While you do sacrifice content velocity and incur a certain amount of overhead due to the review process, you gain a great deal in terms of content quality and less policing of the site’s content pages. While I can envision a few scenarios where quantity should come before quality, they are rare. When in doubt, err on the side of what will generate the higher quality user experience.

I noticed a small menu called “Search Shortcuts” in Yahoo Mail a couple of days ago. This is a great example of a simple feature addition that has a huge payoff.

People send photos around all the time and having one-click access to all photos in your email account is awesome. If you click on the link, you’re presented with a thumbnail view of the photos in your email which you can sort/slice etc. In addition, in the left nav you get a list of filters that allow you to narrow the list by person, by file type or by time. You can select multiple images and save them all to disk, or you can forward photos with one click.

I think this is absolutely awesome. They could have achieved the same thing with just the ?My Attachments” link, but instead, they thought about the primary use case and made it easily accessible. Features don’t always have to be complicated to deliver a lot of value.

There’s a great interview of Jeff Bezos in the October 2007 issue of HBR. I think Amazon is making some great moves lately with their web services initiatives, their foray into movies and music and after reading this article I came away even more impressed than I was before.

It helps to base your strategy on things that won’t change. When I’m talking with people outside the company, there’s a question that comes up very commonly: “What’s going to change in the next five to ten years?” But I very rarely get asked “What’s not going to change in the next five to ten years?” At Amazon we’re always trying to figure that out, because you can really spin up flywheels around those things. All the energy you invest in them today will still be paying you dividends ten years from now…

…For our business, most of them turn out to be customer insights. Look at what’s important to the customers in our consumer-facing business. They want selection, low prices, and fast delivery. This can be different from business to business: There are companies serving other customers who wouldn’t put price, for example, in that set. But having found out what those things are for our customers, I can’t imagine that ten years from now they are going to say, “I love Amazon, but if only they could deliver my products a little more slowly.” And they’re not going to, ten years from now, say, “I really love Amazon, but I wish their prices were a little higher.”

It’s a great piece and while it’s long, it’s well worth it.

As I’ve written before, Facebook holds all the good cards in the game it’s playing with app developers for the platform. Valleywag has a great post up about their letter to application developers applying for Facebook grants - We Reserve the Right to Rip Off Your Idea

During this process, however, it has become clear that we will receive proposals which contain similar or even identical ideas. As a result, and in order to protect other developers and us from claims that we or anyone else copied material without the creator’s permission, unless we agree otherwise in writing, we can’t promise that any materials or information you submit here will be kept confidential, or specifically that we or others might not develop similar or identical products or services. Accordingly, we ask that you not submit any materials or information you consider to be confidential or proprietary to this e-mail address.

This said, if you would like us to delete any materials you have just sent us, please send us an e-mail within 48 hours instructing us to do so with an email subject “DELETE”, and we will delete those materials without review by anyone here. If we do not receive instructions to delete your materials within 48 hours, we will rely on that fact as indicating that you wish us to review your materials, with the understanding that we accept no obligations (whether of confidentiality, payment or otherwise) with respect to any materials, information or ideas included in your submission.

Jason Calacanis sums it up best:

However, give Facebook two missed quarters as a public company and they might not have no choice but to squeeze every ounce of revenue out of Facebook. That squeeze might include competing with the current crop of Facebook developers. You know what you can do if they have to squeeze? Nothing….

…Building inside closed ecosystems is very, very dangerous…. be careful.

If you’re building a business, you need to control your own destiny as much as possible. There are enough risks already.

Last Friday, we had an important release at Judy’s Book which included several new features. Some visible to consumers, others more in the back end, but all of which should lead to higher quality deals on site.

The primary elements of this release were:

• Deal Approval Queue
• User Posted Local Deals (supported by Local Editors in select geographies)
• Map Improvements
• Fall Promotion Support 

You can see some of the results of this work in Seattle, New York, Atlanta and Chicago.

The entire team came together and cranked to make this happen in a very short period of time and I’m really excited by how things turned out.

For those of you who are interested in the gory details:

Deal Approval Queue

The intent here was to provide a way to support UGC but to enforce quality standards. User contributed deals are of no value if they are spammy, irrelevant, miscategorized etc. The approval queue allows us to solicit content from users but provides a mechanism for us to ensure that only high quality deals make it onto the site. All user posted deals go into the Deal Appproval Queue and remain there until they are explicitly approved. The system also stores the history of approved and rejected deals so we can use it to train spam detection systems.

Content quality is a critical part of the user experience (something Erin & Chris have pounded into me - thanks guys) and you need to be very focused on keeping it high.

User Posted Local Deals

To this point, we had supported adding online deals to the system but we didn’t have a public way for users to contribute local deals. One aspect of the local deal post process that creates complexity is the fact that you have to provide a way for users to add business listings without creating duplicates in your data. In addition, no one wants to type in a complete address, so you have to facilitate search. Oh and by the way, you need to prevent people from spamming your listing database. (Dave has a great post on some of the fun things that happen in local listing spam.)

The Deal Approval Queue was the strategy we came up with to control the flow of data into the system. Because we had a mechanism for screening content, we wanted to make it as easy as possible to participate. This led to us to move from a model where posting was for Judy’s Book members only to a model where all you needed was an email address. If at some point in the future, you sign up for membership, all your deals will be available in your profile.

In addition to supporting user generated content, we’ve been actively recruiting local editors in select geographies to ensure a high quality base of local content. Erin’s written about this on the Judy’s Book blog and I’d touched on the subject earlier in a more generic way in my post on aggregation and UGC.

Map Improvements

The map now displays stores with the most popular local deals in any given category. In addition, you can pan and drag the map and it will continually update in order to provide you with a list of the best local stores that it can.

Fall Promotion Support

We’re currently running a daily giveaway where users can win a $25 gift certificate to a local boutique of their choice and there’s a $1,000 grand prize at the end of the promotion. We needed to put in a significant amount of work to support the marketing efforts around this promotion. The goal was to provide very prominent placement without being intrusive or degrading the user experience for those who weren’t interested in the promotion.

I think the team did a great job coming up with an implementation that works. If you come to the site looking for the promotion, or click on a promotion call out, we use javascript to grey out the screen and present you with an overlay that provides a streamlined way to participate. In addition to signing up with your email address, if you post high quality local deals, you gain additional entries into the giveaway.

The user flow around the promotion is quick and easy when you step through it (as it should be). Features that are easy to use, however, are typically features that required a great deal of thought and effort. This implementation was no exception. In order for something to feel easy for a user, a lot of people put a lot of work in behind the scenes.

Measuring consumer behavior and watching consumers interact with your site are the best ways to find out what works and what doesn’t. There’s a great post on Signal vs. Noise about some of the things behind Amazon’s success. Two paragraphs that jumped out at me:

Use measurement and objective debate to separate the good from the bad. I’ve been to several presentations by ex-Amazoners and this is the aspect of Amazon that strikes me as uniquely different and interesting from other companies. Their deep seated ethic is to expose real customers to a choice and see which one works best and to make decisions based on those tests…

…This is done with techniques like A/B testing and Web Analytics. If you have a question about what you should do code it up, let people use it, and see which alternative gives you the results you want.

This data driven approach is especially valuable for a company in Amazon’s position where small changes in things like the click-to-sale rate could have a massive dollar impact. Even if you’re not in a position to do testing at this scale (or don’t have the traffic to make it meaningful), watching individual users is still incredibly valuable.

In an ideal world, you’d be able to do both - measure the aggregate and observe the individual.

P.S. If you find this mythical ‘ideal world’ tell me how to get there.

Related Posts:

• Designing and releasing a good product is hard
• How Amazon does A/B Testing
• How to Make Your Site Better
• User Engagement - Measuring the Right Things
• Iteration Speed vs. Iteration Quality (via Coding Horror)
• Usability isn’t as Hard as You Think

The decision to release a new feature or say that you support a new geography is ultimately driven by the answer to one question. “Can I deliver a good user experience if I do this?”

You have to be honest with yourself when you answer this question. If the answer is yes, then expose the feature to users or add the location. If the answer is no, wait. By waiting, you’ll ensure that people either have a good experience, or they have no experience at all. This is far better than some people having a good experience and others coming away saying “well, neat idea but they didn’t really have anything there I cared about.”

It may feel like you’re moving too slowly or not addressing a large enough segment, but exceeding expectations for a few is by far the better path to go down. Also, if you’re smart, you’ll find a way to get permission to email users who came but weren’t supported and invite them back when you’re ready.