Post PMF Product Chosen : Dropbox

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Core Value Prop :

Help their freemium users to store up to 2 GB of their files for free on the cloud. It does so by doing the following :

1. Allow them to store their files in the cloud in a google drive like space
2. Sync these files across their Desktop, Laptop, Mobile and Tablets

How do Dropbox customers experience this value repeatedly ?

1. By uploading their files to the Dropbox folder on their laptop which then automatically gets synced with their other devices
2. By being able to quickly share a file in their dropbox using a link with the concerned person irrespective of the device they are on

Core E&R Metrics :

What is the Casual - Core - Power Classification for Dropbox?

• Casual User : Once a Month
• Core User : Few times a Week
• Power Users : Once Daily

What is the Natural Frequency of Dropbox ?

Dropbox by its nature is on an average a Weekly use product.

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Breadth is core here for Dropbox out of Breadth, Depth and Frequency.

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Why did we choose Breadth over Depth and Frequency ?

Because our core value prop of the product is enhanced when i can do more with the files i have stored on Dropbox and as the utility of the files increases, the happier i am as a user. Rather than me spending the most time on the App or rather how many times am i uploading or removing a file.

Who is our Active User ?

Our Free Active User is someone who :

• Uploads any kind of a file onto the platform or the synced folder, this file could be a PNG, JPG, Audio File, Video File, Docx, Excel or a PPT.
• Shares the link to the file to someone through Social Media or Copies the Link.

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Our Paid Active User is someone who :

• Subscribes to a Premium Plan on a Monthly or Annual Basis
• Buys extra Storage Space
• Renews these Subscriptions once they Expire

Customer Segmentation :

Our Customer Segmentation is going to be on the basis of : Power / Core / Casual

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Who is our Power User ?

• Someone who uses the product at least once on a daily basis
• These types of users could be people working in Creative / Marketing Agencies
• These are people who need to store a lot of Assets, Logos, Raw Data onto platforms and ensure they are accessible to everyone on the team building out Textual, Images or Video based Content
• These are people who have clear folders for each of their clients and based on the campaign they are running they have created multiple sub folders for it

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Who is our Core User ?

• Someone who uses the product multiple times every week
• These types of users could be people working in sales and accounts department of an IT Services firm
• These are people store all of their files into folders where each client's files go into a separate folder
• These are people who need documents like contracts to be handy, they want to sign documents, take approvals on them, generate invoices based on the milestones, keep the SOW documents handy.

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Who is our Casual User ?

• Someone who uses the product once every month or few months
• These types of users could be non tech savvy people who store their legal documents on dropbox to keep them handy
• They might not organize the files a lot
• They might occasionally share links to the file or directly the file itself to someone when needed

Engagement Product Hooks :

Goal :

Get a user to upload their basic legal documents like Aadhar Card, Pan Card to Dropbox

Success Metric :

User has uploaded either the Image or PDF File of their Legal document to Dropbox

Problem Statement :

Users often for their KYC or other purposes need to share a scanned copy of their Aadhar Card or Pan Card

Current Alternative :

People keep photos of their documents in gallery which makes it impossible to quickly search for them or click pictures on the spot

Solution :

Create a Free Account on dropbox > Upload your basic legal documents there > Get access to them everywhere on all your devices.

Metrics to Track :

• How many users installed the App
• How many users created an Account
• How many users uploaded at least one image or PDF to the App

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Engagement Campaign Design :

Segmentation :

This campaign is for our Casual users who will use the product only once a month or few times a year

Goal :

To get more casual users onto the platform and get them to create account and ultimately upload a file.

Pitch / Content :

Main Pitch : "Your Digital Safe Deposit Box for all KYC Documents "

• Pitch: "Transform your phone into a secure vault. Upload your legal documents to Dropbox and ensure they are always at your fingertips."
• Content: Showcase a step-by-step guide on how to upload and organize legal documents on Dropbox. Use visuals to demonstrate the ease of accessing and sharing documents from any device.

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Offer :

Free 3-Month Premium Trial :

Offer users a free 3-month trial of Dropbox Premium when they sign up and upload their legal documents

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Secure Document Checklist :

Give away a free secure document checklist PDF that guides users on which documents to store and how to organize them.

Success Metrics :

Sign-Up Rate

We will measure the number of new users who sign up for Dropbox during the campaign period.

Document Uploads

We will Track the number of legal documents uploaded by new users within the first month of signing up.

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User Engagement

We will Monitor user engagement metrics, such as the frequency of document access, sharing, and use of organizational features.

Conversion Rate

We will Calculate the percentage of trial users who convert to paid subscribers after the free trial period ends.

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Retention Design :

Retention Curve for Dropbox :

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Which ICPs drive the best Retention ?

We've observed our ICP of people working in a creative / marketing agency drive the highest retention. The reason for this could be that once you have moved all of your assets onto the dropbox platform it creates stickiness for the product and users are now more invested in the same.

What acquisition channels drive users that retain better ?

It has been noticed that users who are signing up using a referral have had the highest retention.

Sub Features and Sub Products driving the highest retention :

Users who have engaged with DocSend and Sign Sub Products of Dropbox are also driving the best retention. This validates our choice of choosing Breadth as a play since if i am a person using dropbox, i can easily send contractual agreements / documents to people using DocSend, get their metrics and get them to sign via the platform's sub product itself.

Reasons for Churn :

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Negative Actions Identified :

• User deleted all his files from the Dropbox
• Raising Support Tickets
• Going through the Unsubscribe Flow
• Removing the Linked Credit / Debit Card
• Inaction with the uploaded Files

Resurrection Campaign :

5 Problems that we are looking to solve with our resurrection campaigns :

1. Making users understand the value of the Product
2. Show people how integrations are possible with other products
3. Show them how they could get more free space if they refer a friend
4. Show them how DocSend helps as a Sub Product
5. Show them how Sign works as a Sub Product

Resurrection Campaign 1 : Make users understand the value of the Product :

Segmentation of the User Type :
Casual Users: Users who primarily use Dropbox for storage of personal documents

Pitch / Content for Casual Users:
> Pitch: "Simplify Your Life with Dropbox – Your Personal Digital Organizer."
> Content: Highlight the ease of use, automatic backup of photos and documents, and accessibility from any device. Include a tutorial on organizing personal files and photos.

Offer :

Casual Users: Free additional 5GB of storage for 3 months if they upload at least 1GB of new files within the next 7 days

Frequency and Time :

1. Initial Email: Sent immediately upon detection of potential churn, introducing the offer and the value proposition.
2. Follow-up Email 1: Sent 3 days after the initial email, providing additional details and a success story related to their user segment.
3. Follow-up Email 2: Sent 7 days after the initial email, with a reminder of the offer deadline and additional tips on using Dropbox.

Success Metrics :

• Open Rate: Percentage of users who open the campaign emails.
• Click-Through Rate (CTR): Percentage of users who click on links within the emails to learn more about the offer or features.
• Offer Redemption Rate: Percentage of users who redeem the offer by uploading files, using features, or upgrading their plan.
• Engagement Rate: Increase in the frequency of file uploads, shares, and collaboration activities.
• Churn Rate Reduction: Decrease in the percentage of users who cancel their Dropbox subscription within the next 3 months.
• Feedback and Satisfaction Scores: Collect feedback from users who engaged with the campaign to measure satisfaction and areas for improvement.

Resurrection Campaign 2 : Show people Integration possible with another tool

Segmentation of the User Type :
Power Users: Users from marketing and creative agencies

Pitch / Content for Casual Users:
> Pitch: "Supercharge Your Creativity – Seamlessly Integrate Adobe Creative Cloud with Dropbox."
> Content: Highlight how Dropbox integrates with Adobe Creative Cloud to streamline the workflow for creative projects. Demonstrate easy file syncing, access to Adobe files from any device, and collaborative editing. Include a tutorial on how to set up and use the integration

Offer :

Power User : Free additional 10GB of Dropbox storage for 3 months if they connect their Adobe Creative Cloud account to Dropbox.

Frequency and Time :

1. Initial Email: Sent immediately upon detection of potential churn, introducing the Adobe integration feature and the offer.
2. Follow-up Email 1: Sent 3 days after the initial email, providing detailed information and a tutorial on setting up the integration.
3. Follow-up Email 2: Sent 7 days after the initial email, with a reminder of the offer deadline and additional tips on using Adobe integration.

Success Metrics :

• Open Rate: Percentage of users who open the campaign emails.
• Click-Through Rate (CTR): Percentage of users who click on links within the emails to learn more about the offer or features.
• Integration Setup Rate: Percentage of users who connect their Adobe account to Dropbox.
• Offer Redemption Rate: Percentage of users who redeem the offer by connecting their accounts or uploading a project.
• Engagement Rate: Increase in the use of Adobe-integrated features on Dropbox.
• Churn Rate Reduction: Decrease in the percentage of users who cancel their Dropbox subscription within the next 3 months.
• Feedback and Satisfaction Scores: Collect feedback from users who engaged with the campaign to measure satisfaction and areas for improvement.

Resurrection Campaign 3 : Show people how can they earn more free space by referring a Friend

Segmentation of the User Type :
Casual Users: Users from marketing and creative Casual Users: Users who primarily use Dropbox for storage of personal documents

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Pitch / Content for Casual Users:
> Pitch: "Need More Storage? Refer a Friend and Get Extra Space for Free!"
> Content: Explain how referring friends to Dropbox can help users earn more storage space for free. Highlight the simplicity of the referral process and the benefits of having more space for personal files, photos, and videos.

Offer :

Casual User : Earn 500 MB of additional storage for every friend who signs up and installs Dropbox, up to a maximum of 16 GB.

Frequency and Time :

1. Initial Email: Sent immediately upon detection of potential churn, introducing the referral program and the offer.
2. Follow-up Email 1: Sent 3 days after the initial email, providing detailed information and a step-by-step guide on how to refer friends.
3. Follow-up Email 2: Sent 7 days after the initial email, with a reminder of the benefits and success stories of users who have earned extra storage through referrals.

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Success Metrics :

• Open Rate: Percentage of users who open the campaign emails.
• Click-Through Rate (CTR): Percentage of users who click on links within the emails to learn more about the referral program.
• Referral Rate: Percentage of users who refer at least one friend.
• Conversion Rate: Percentage of referred friends who sign up and install Dropbox.
• Additional Storage Earned: Total amount of storage earned by users through the referral program.
• Churn Rate Reduction: Decrease in the percentage of users who cancel their Dropbox subscription within the next 3 months.
• Feedback and Satisfaction Scores: Collect feedback from users who engaged with the campaign to measure satisfaction and areas for improvement.

Resurrection Campaign 4 : Show people the value of DocSend as a Sub Product

Segmentation of the User Type :
Core Users: Users from sales teams who use it multiple times a week

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Pitch / Content for Casual Users:
> Pitch: "Close More Deals with DocSend – Securely Share and Track Your Sales Documents."
> Content: Highlight how DocSend can help sales professionals securely share documents, track engagement, and receive real-time analytics to understand client interest. Include a tutorial on setting up and using DocSend for sales documents.

Offer :

Core User : Free trial of DocSend for 3 months with enhanced features for document tracking and analytics.

Frequency and Time :

1. Initial Email: Sent immediately upon detection of potential churn, introducing DocSend and the offer.
2. Follow-up Email 1: Sent 3 days after the initial email, providing detailed information and a step-by-step guide on setting up DocSend.
3. Follow-up Email 2: Sent 7 days after the initial email, with a reminder of the offer deadline and success stories of users benefiting from DocSend.

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Success Metrics :

• Open Rate: Percentage of users who open the campaign emails.
• Click-Through Rate (CTR): Percentage of users who click on links within the emails to learn more about DocSend.
• DocSend Activation Rate: Percentage of users who set up and start using DocSend.
• Offer Redemption Rate: Percentage of users who redeem the offer by starting their free trial or purchasing a subscription.
• Engagement Rate: Increase in the use of DocSend features such as document sharing, tracking, and analytics.
• Churn Rate Reduction: Decrease in the percentage of users who cancel their Dropbox subscription within the next 3 months.
• Feedback and Satisfaction Scores: Collect feedback from users who engaged with the campaign to measure satisfaction and areas for improvement

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Resurrection Campaign 5 : Show people the value of Dropbox Sign as a Sub Product

Segmentation of the User Type :
Core Users: Users from sales teams who use it multiple times a week

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Pitch / Content for Casual Users:
> Pitch: "Streamline Your Business Operations with Dropbox Sign – Secure and Easy Document Signing."
> Content: Highlight the ease of using Dropbox Sign to send, sign, and manage contracts and invoices. Emphasize the time savings and professional look it provides. Include a tutorial on setting up and using Dropbox Sign for everyday business needs.

Offer :

Core User : Free trial of Dropbox Sign for 3 months with unlimited document signing.

Frequency and Time :

1. Initial Email: Sent immediately upon detection of potential churn, introducing Dropbox Sign and the offer.
2. Follow-up Email 1: Sent 3 days after the initial email, providing detailed information and a step-by-step guide on setting up Dropbox Sign.
3. Follow-up Email 2: Sent 7 days after the initial email, with a reminder of the offer deadline and success stories of users benefiting from Dropbox Sign.

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Success Metrics :

• Open Rate: Percentage of users who open the campaign emails.
• Click-Through Rate (CTR): Percentage of users who click on links within the emails to learn more about Dropbox Sign.
• Dropbox Sign Activation Rate: Percentage of users who set up and start using Dropbox Sign.
• Offer Redemption Rate: Percentage of users who redeem the offer by starting their free trial or purchasing a subscription.
• Engagement Rate: Increase in the use of Dropbox Sign features such as document signing, tracking, and management.
• Churn Rate Reduction: Decrease in the percentage of users who cancel their Dropbox subscription within the next 3 months.
• Feedback and Satisfaction Scores: Collect feedback from users who engaged with the campaign to measure satisfaction and areas for improvement.

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