Tim Draper and Hotmail: customers as the sales force
Hotmail came up twice in Richard's interview with Tim Draper. Draper first described it as a turning point. Richard then returned to the small message attached to the product that helped users introduce it to other people.
A message travels with the product
Draper recalled suggesting a free-email message at the bottom of Hotmail emails. Each message could introduce the service to someone who had not used it. In his account, normal email activity carried an invitation to try the service.
Returning to the mechanism
Richard singled out the Hotmail postscript when asking for another strategy. That follow-up separates the memorable company name from the mechanism: a satisfied customer sends something useful, and the recipient can see where to get it. The interview gives Draper's account of the idea.
In Richard's words
"obviously the hot mail PS one is one that you already covered" (Richard C. Wilson, recorded library conversation)
How to use this
- Identify what customers already send to other people.
- Check whether the recipient can understand and try the product from that interaction.
Questions and answers
Who described the Hotmail idea?
Tim Draper, answering Richard's question about turning points.
What made the referral unusual?
The invitation traveled inside an email that the user was already sending.