Fundoo Friday

Fundoo Friday is an employee engagement platform for remote/hybrid companies to enable better peer-to-peer connections among employees. Fundoo Friday offers a wide range of unique single-player and multiplayer games for the employees.

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www.fundoofriday.com​

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It is a tech product and is close to the stage of product market fit with over 1000 companies with freemium users having adopted the product.

Litmus Test

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Do you have a Product-Market fit?

Nope. But we are close to the stage of achieving PMF.

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Are you finding it difficult to acquire new customers or enter a new market?

Customer acquisition is not a problem. But conversion from a free user to a paid user is the challenge we are facing right now. Entering a new market (On-site companies) is there on the product roadmap. Having a partner will help us enter a new market.

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Are you looking to drive power usage?

Yes! Most of the users right now are core and casual users.

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Do you have customers making requests for an integration?

Nope.

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Application of Partnership Framework

Identifying the right partner

Partner Fitment Test

Outreach Strategy

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Cold Outreach message

Subject line:

Invitation for Partnership Opportunity

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Body:

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Hey Tharun!

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I hope you are doing well!

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This is Haris, the Growth Product Manager of Fundoo Friday. I'm reaching out to you to explore avenue for partnership opportunity.

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I see that you have been actively looking for a partner to improve employee engagement for your client companies. Seems like we would be a good fit!

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Let's get on a call to discuss further about this.

Feel free to book a slot from my Calendly link.

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Looking forward to meeting you.

First Call Design

Before the call

HR Orb is actively looking out to partner up with companies that would help them improve employee satisfaction by driving employee engagement for their clients.

They are striving to be the preferred HR partner worldwide by consistently delivering excellence in the HR sector.

We are their first partner and hence did not do a competitive analysis.

Value proposition for the partner:

Flat 30% commission on the value of purchased licenses by the companies acquired by them.

During the call

I had a call with their leadership team and showcased Fundoo Friday to them. They showed excitement upon discovering our platform. I gathered a lot of insights and feedback on what to expect and what to offer the partner.

Here is the list of things that we discussed:

• Company brand values, mission, and vision
• Goal for this financial year
• Challenges and bottlenecks in achieving those goals
• Our offering
• Incentive structure

After the call

Here is the email which I sent to the POC after the call.

Subject line:

Thank you for your time and feedback!

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Body:

Hey Preethi!

Thanks to you and your team for taking the time to join the demo session and exploring the avenue of partnership. Your presence and participation were invaluable to us, and we truly appreciate the time you dedicated to exploring Fundoo Friday. Your insights and feedback are instrumental in helping us refine the experience to meet the needs of users better. We genuinely value your perspectives and look forward to incorporating your suggestions into our future developments and sessions. Once again, thank you for your participation and collaboration. We greatly appreciate the opportunity to partner up with you and your team. I'll be sharing the User Manual shortly. If you have any questions or require additional information, please do not hesitate to reach out to us directly. 

Company buy-in and alignment

Stakeholder concerns:

The only concern of stakeholders was to scope out a plan for a successful channel partnership. I did realize that the resource hub for partnership is not sufficient enough to onboard any partner. So I'm currently working on it.

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Product team concerns:

The product team had concerns about creating a partner dashboard to track activity and rewards for the partner. The design for the partner dashboard is done and approved. We'll be developing it in the upcoming week.

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Marketing team concerns:

The marketing team had concerns about strategizing, collaborating with the partner's leadership team to understand brand value, and also creating social media collaterals. Since we have limited resource to work on this, we'll have to add an additional resource to solve this concern.

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Building trust

Strategy for trust building:

• Payouts on time
• Empathising the pain points and challenges of the partner
• Providing priority assistance and support
• Giving demo webinars to educate the partner

Strategy for improving transparency

• Access to partner dashboard
• Weekly call to check progress and feedback
• Sharing stats of the acquired customers

Strategy for increasing engagement

• Multiple touchpoints with cross-functional teams of both companies
• Open discussions on GTM

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Plan and launch GTM

The problem I am solving for:

Improving employee engagement in remote/hybrid companies

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Demand for my offering:

Medium demand from users and partners

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Who's my brand offering for?

Remote/Hybrid companies with at least 50 employees

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Where does my ICP spend most of their time?

Zoom, Teams, and Gmeet most of the time. They also spend time on LinkedIn

Channel Partner

Agency and Affiliate Partners

We are planning to onboard both Agency and Affiliate partners.

Primarily at the initial stages, we'll prioritize onboarding agencies to get the first set of paid customers.

Once we have enough paying customers, we'll be onboarding affiliate partners to boost further visibility and create a ripple effect with credibility.

Since we do not have any paid users until now, we're yet to crack the revenue part of the pirate funnel.

So onboarding agencies would make more sense as they will focus on acquiring and converting paid users and not just boosting discovery. Once we have cracked revenue and have enough cash, we'll be increasing the bandwidth of the team to manage and nurture affiliate partners.

Onboarding Plan

1. Set up a discovery call upon receiving a positive response from the outreach message
2. Discuss value proposition and incentive structure with the channel partner
3. Decide the GTM and checklist of action items
4. Share resource hub and team support
5. Track metrics and reiterate based on results

Partner Directory

Adding a dynamic scrolling "Our Trusted Partners" section on the website.

The partner dashboard will be gamified in a story mode with multiple tier-based incentives. Based on the target criteria being met to be promoted to a certain tier level, the partners will work hard to gain bragging rights and rewards.

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