Tweets

Justin Jackson
Justin Jackson@mijustin
100% this. Applies to almost every email.

“The simple email with less stuff got 13% more opens, a bunch of replies vs zero replies, and the same clickthrough rate (% of openers who clicked a link). It also took 30-50% less time to prepare, and is a lot easier to replicate.”
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Justin Jackson
Justin Jackson@mijustin
What is the current state of the tech job market?
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Justin Jackson
Justin Jackson@mijustin
How would you fix LinkedIn?
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Justin Jackson
Justin Jackson@mijustin
“This entrepreneur/startup is an exception to the rule.”

I’d argue that every successful business defies the norm.

99% of attempts to build a profitable company fail.

We should study every success because it’s the exception to the rule.
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Justin Jackson
Justin Jackson@mijustin
Replying to @robwalling
@robwalling The churn on our $19/month plan is slightly higher than our higher-priced plans, but not by much.

When you look at annual plans, the churn rate for the lowest-priced plan ($190/year) is very close to that of higher-priced plans.
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Justin Jackson
Justin Jackson@mijustin
RT
RT @polluterofminds: This has always bothered me as well. Great breakdown of the nuance involved in picking your market.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
The rationale for differentiating B2C/B2B is that these categories have markedly different characteristics and require different approaches to reach them.

However, when you ask ChatGPT what B2C defines, most attributes also fit B2Prosumer + B2SMB (especially in SaaS).
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
"B2Many" taps into the power of bottom-up adoption.

At @TransistorFM, many customers told us they started using us for a personal podcast and later recommended us at their day job.

This lead us to new customers in the enterprise, government, and non-profit sectors.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Gmail is another popular product that serves a spectrum of customers.

Consumers get access to the same functionality (for free) that enterprise customers pay for (Documents, Sheets, and Drive).

The only difference is that B2E gets admin tools layered on top.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
B2Many mirrors what we've seen with the BYOD, Consumerization of IT, and Shadow IT movements that upended the enterprise market.

The iPhone is a great B2C device that has also replaced BlackBerry in the B2B context.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
"B2Many" upends the old, binary B2C/B2B convention and acknowledges that a single product can serve multiple customer types: consumers, prosumers, businesses, enterprises, governments, and non-profits.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
The truth is that consumers, freelancers, and creators often want the same things as SMBs, enterprise teams, and government agencies: well-made software that gets the primary job done well.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
After hearing Ali Abdaal's feedback, we changed our positioning to a more inclusive B2Many approach.

After making the change, our monthly trials doubled.

We've continued to experience strong signups from multiple customer types outside the traditional B2B positioning.
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Justin Jackson
Justin Jackson@mijustin
Replying to @robwalling
@robwalling Similar, yes.

I like B2Many because it acknowledges there are more types of customers than just B2C/B2B.

Also, my experience with consumer hobbyists and prosumers hasn't been "the worst" or "high churn."

Transistor has:
- Low churn (fluctuates between 1.9% - 2.6%)
- Trial to…
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
"When deciding who to use for podcast hosting," Ali said, "Transistor was the first thing that came to mind, but the business-focused messaging made me hesitant."

By targeting only B2B we were excluding all sorts of people who could be good customers!
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Storytime: when Jon and I started @transistorfm, we wanted to focus on B2B customers.

Our initial slogans were: "The best way to create a podcast for your business" and "Podcast hosting for brands."

Then, one day, I received this DM from @AliAbdaal:
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Canva perhaps best exemplifies the B2Many approach.

It started by targeting consumers. But those same consumers quickly started bringing Canva into their office jobs.

Today, Canva has 185 million users and $2.3 billion in ARR.

This is the kind of scale that B2M can create.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
In reality, there is a spectrum of customer categories: Consumers, Prosumers, Solopreneurs, SMBs, Large businesses, Enterprises, Governments, and Non-Profits.

(B2C, B2P, B2SMB, B2B, B2E, B2G, B2N)
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Sidenote: even within B2C, there's a world of difference between someone paying $0.99 for a weather app and a skier paying $32/year on OpenSnow.

Skiers spend thousands/year on equipment, lift tickets, etc. OpenSnow has built a good business on " high-value B2C hobbyists."
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Second, many "B2C" attributes also fit segments of "B2B" customers.

B2C: short sales cycle, decisions based on preference, price, and brand loyalty.

Sound familiar? That's because that's how many individual creators, prosumers, solopreneurs, and SMBs buy software, too!
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
First, I think the term "B2B" is too general to be useful.

When we say "B2B," are we equating a solopreneur using Trello to a Fortune 500 company spending $30k/year on Jira?

Are we lumping indie creators spending $10/month with the government agency spending $1 million/year?
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Justin Jackson
Justin Jackson@mijustin
"Don't do B2C, only focus on B2B."

For years, this mantra has been trumpeted in the bootstrapped SaaS community. I believe this advice lacks nuance.

Let's break it down 👉
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Justin Jackson
Justin Jackson@mijustin
I just got notified that my blog post was posted on Hacker News.

I wish I'd noticed sooner!
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
For many categories, B2B and B2C users want the same thing: a simple, user-friendly product that gets the job done.

With Gmail, consumers can access the apps that enterprise Google Workspace customers pay for (Docs, Sheets).

The UX for a consumer and an enterprise employee is…
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Justin Jackson
Justin Jackson@mijustin
SaaS is evolving beyond the traditional B2B vs B2C dichotomy.

Enter B2Spectrum: one product targeting multiple markets.

For example, @canva serves multiple customer segments simultaneously:

Consumers
Prosumers
SMBs
Enterprises
Nonprofits
Governments

$2.3 billion ARR!
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Justin Jackson
Justin Jackson@mijustin
It’s hot here in Vernon. 🥵
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Justin Jackson
Justin Jackson@mijustin
Replying to @AmandaMGoetz
@AmandaMGoetz What was the protocol?

I notice I wake up in the middle of the night sweating whenever I drink even a bit of alcohol, or eat after 8pm.
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Justin Jackson
Justin Jackson@mijustin
Replying to @cgimmer
@cgimmer Generally, Helen and Michael will still check it on weekends but less frequently.
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Justin Jackson
Justin Jackson@mijustin
Replying to @tnorthcutt
@tnorthcutt This particular tweet got 135,000 views, and responses extended well outside my network.

It’s possible that respondents don’t live in cheap places, but it seems fairly representative of other data I’ve seen.
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
Here's a normalized and sorted list with duplicates combined (in $ USD):

$100k in Dar Es Salaam, Tanzania
$250k in Decatur, IL, USA
$250k in rural Missouri, USA
$300k in rural Michigan, USA
$300k in rural Pennsylvania, USA
$300k in Springfield, MO, USA
$330k in Iowa, USA
$350k…
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Justin Jackson
Justin Jackson@mijustin
Based on 700+ responses, here are the most affordable places in North America to get a house like this:

- Midwest USA: prices range from $250k (Missouri, Illinois) to 400k in Nebraska, Ohio, and South Dakota.

- Southern USA: $350k in Alabama, to ~425k in parts of Kentucky and… https://twitter.com/mijustin/status/1813609077806924050
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Justin Jackson
Justin Jackson@mijustin
While other companies are laying people off and investing in "AI chatbots," we're doubling down on real, human-powered customer support.

Our small team answers live chat 24/7 and, on weekdays, often responds immediately.

Having Michael full-time is an investment in serving our… https://twitter.com/TransistorFM/status/1814012284064428467
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Justin Jackson
Justin Jackson@mijustin
Replying to @troypavlek
@troypavlek The purpose here was to find photos of an "idealized suburban North American home", in a market I'm relatively familiar with.

(This isn't my idea of a nice neighborhood - but largely it's the suburban ideal)
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Justin Jackson
Justin Jackson@mijustin
Replying to @phillip
@phillip This example is quite suburban. Lots of houses of similar sizes, and fairly close together.

Here's a backyard POV.
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Justin Jackson
Justin Jackson@mijustin
Replying to @JoelKlettke
@JoelKlettke Interesting! I chose this house at random, but it's in Edmonton. I'll DM you the actual price/listing. 👀
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Justin Jackson
Justin Jackson@mijustin
How much would a house like this cost in your area?

(In a reasonably nice neighborhood)

4 bedrooms, 3.5 baths, 2400 sq feet
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Justin Jackson
Justin Jackson@mijustin
Replying to @mijustin
"The rise of social media and parallel decline of mainstream journalism have enabled us to create what researcher Renee DiResta calls 'bespoke realities': custom versions of the truth that reflect what we already want to believe." – @CaseyNewton
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Justin Jackson
Justin Jackson@mijustin
Replying to @kfinn
@kfinn If you look at their social posts, replies, and past actions, it seems like this is already a pattern.
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Justin Jackson
Justin Jackson@mijustin
Looking for a Sticker Mule alternative.

Who do you use to print high-quality stickers?
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