Embed Size (px)
Citation preview
… as a Service
Leveraging distribution partnerships by deeply integrating
B2b web productsYuval Ariav
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Two things before we start
1. Feel free to interrupt and ask questions
2. Each startup is a special snowflake, so…
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Hello!• Partner at LionBird VC
• Founder (, ex-CTO, head of TLV) of Fundbox
• Chief Architect, Director of Product at Onavo
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
A bit about Fundbox• Fintech company out of TLV and SF
• Started in 2012
• Raised >$100M
• Operates in the US SMB market
• B2b
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Two things to remember about B2b
1. Can be (and ideally is) completely self-serve
2. Typically involves complex product flows
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Getting customers…?• Be as close the pain point as possible
• Pain point = cash flow challenges
• Business financial dashboard
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
• Great for social proof– For customers, that we are legit and useful– For partner, that we bring real ongoing value
• Limited impact on numbers– SMB owners don’t browse apps often
without trigger
• Very resource light
Results and conclusions
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Results and conclusions• Reasonable results with minimal resources
• Impressive conversion rates
• Activation dependent on need at time of campaign
• Partner incentives aren’t 100% aligned with ours
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Two things to remember about B2b
1. Can be (and ideally is) completely self-serve
2. Typically involves complex product flows
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Deep integration• Bringing Fundbox as close to the pain
point as possible
• Having full product flows inside partner app– Flows are too complex for API integration– Including full sign-up flows for new users
• “Fundbox as a Service”
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Deep integration• Design and develop an iframe API
version of Fundbox– “The mini-site”– Designed to look exactly like partner’s app– Add some lightweight server APIs for
control
• Create a native experience inside partner’s app, “Powered by Fundbox”
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
• Super effective way to reach customers
• One-click access to product
• Prime attention real estate
• At the point of pain
• Creates a “trust bridge”
Results and conclusions
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
• Analytics blind spot
• Brand confusion / conflation
• Point of contact / support handoff
• Different data sets for underwriting
Inherent challenges
Yuval Ariav ∙ @yuvalariav ∙ [email protected]
… as a Service
Leveraging distribution partnerships by deeply integrating
B2b web productsYuval Ariav
