Campfire Content × Scotty
The objective
25 DAU
Twenty-five people using Scotty every day. That's the threshold at which you have something real to learn from.
Step 01
The Scotty team has various hypotheses about which USP/messaging is the strongest for the audience.
We will hold a session with the Scotty leadership team to narrow down all the hypotheses to a strong 5, which we will test.
Step 02
Track one — The pre-brand
Create pre-brand: We create a lightweight brand that is disconnected from Scotty. A name, a one-page site, and video ad creative.
Run marketability test: We'll create ad creative + landing pages for each of the hypotheses. Then run paid ads simultaneously, targeting developers and 3-4 other audiences that are still to be defined once we've locked in the hypotheses. We will kill the losers quickly based on ad performance and user quality.
Track two — Scotty in the open
Founder-led content: One week of consistent posting at high frequency to activate the founders' existing networks. Combination of video and text posts. The goal is to get people who already trust the founders to try the product.
Meetup: We get 30 to 40 people to attend a meet-up at the Scotty offices for two hours and put the product in their hands. This will be a working session with drinks and food. Founders are there to help people if they get stuck, ask questions, etc.
Outbound: We'll send targeted DMs to developers who fit the profile, with three or four different message versions to test what gets a response.
Step 03
Onboarding sessions
This is a classic customer success on-boarding call (call back to doing things that don't scale). The goal is to understand what users are doing in their first session to improve the FTUE to increase conversion to DAU from download. Campfire will handle project management: scheduling, etc.
Email nurturing
We'll build an email nurturing funnel to engage users with tips, tricks, and selling points to encourage usage in the early days to convert them to DAU.
Feedback collection
Once people are using the product, we'll collect feedback on two tracks. First, through dedicated interviews with a combination of power-users to understand what really got them hooked in and why they continue to use. Second, a short survey for the rest of users to collect the same type of data.
Step 04
We continue to work with you on the bigger questions. What does this company believe? What is it actually building? What does it stand for?
The timeline
What you walk away with
25 people using Scotty every day.
A clear answer on which value proposition resonates and who your ICP is and the language real users use to describe what Scotty does for them.
A foundation for positioning and messaging, and the confidence to go-big and launch.