This one simple change permanently increased new users by 60%. They started a referral program that offered customers incentives to recommend the application to others. This resulted in very high cost of acquisition per paid user and the company decided to focus entirely on word-of-mouth. But they found that the keywords were bid up, and the long tail of search terms had low volume. The company initially tried to use search marketing by bidding for obvious keywords like “online storage”. Here’s the pitch : Get Extra Space Free – “For every friend who joins Dropbox, we’ll give you both 250 MB of bonus space.” The trick is how they’ve grafted a viral distribution method onto a core service. This is not a fun social facebook app, but a boring online storage service. All of this by spending no money on advertising and having no prior marketing experience. It grew from a software startup with fewer than 100,000 users to more than 4 million users in fewer than two years.
Dropbox also offers a value added service for unlimited versioning history called “PackRat” for $39/year.ĭropbox seems to have grown entirely through viral distribution strategy. Pricing varies from $9.99/month or $99/year for the cheapest upgrade (100 GB) to $795/year for the Enterprise offering – Dropbox for Teams. The free account and the paid account are identical in all aspects except for the amount of storage space offered.
Dropbox offers paid accounts of 100 GB, 200 GB, 500 GB and a team account of 1 TB.
Users who refer Dropbox to others can gain up to 18 GB of additional free storage. There are both free and paid services, each with varying options.ĭropbox uses the freemium financial model and its free service provides 2 GB of free online storage. It was founded in 2007 by MIT graduates Drew Houston and Arash Ferdowsi as a Y Combinator startup. that uses cloud storage to enable users to store and share files and folders with others across the Internet using file synchronization. Dropbox is a Web-based file hosting service operated by Dropbox, Inc.
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