Stephen London

As many people that can be empowered to do as many tests as possible wins.

We spent, so in 2023, we went from 400,000 in ARR to 7 million in ARR, and we spent $80,000 on marketing, which is wild.

And I'll talk a little bit about how we did that, but...

I think an important lesson from that is spending money on marketing does not make good marketing.

You have to spend money on marketing when you have product market fit and you know what you're doing from a marketing perspective, otherwise you are spinning your wheels.

So here are some experiments we ran.

We gave away the product for free.

We did free onboarding.

We hired people without an exercise, which is a terrible idea.

We ruined our email domain.

We hired demand gen agencies.

Didn't work out.

But some random fun things that worked.

We threw a free party.

kind of convince this other larger organization, hey, I want access to real estate agents.

And we said, okay, great.

Why don't you throw the party?

We'll pretend like we're hosting it.

And then you guys and your team can attend.

So we threw this party for 200 people.