29 min
Work Session with Leo Knight, Neighborhood Nerds The Brandsmiths Podcast
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- Management
Everyone needs a nerd, yet no one is (really) looking for one. How should this tech founder enroll consumers in a membership model when they’re used to paying for support only when something breaks?
Leo Knight calls Amy and Hilary (bourbon in hand) with a situation that needs to be addressed prior to moving into his vision of franchising. Leo thinks Neighborhood Nerds would be so much more successful if only customers would break up with the break/fix model of tech support and move to a membership model; he figures the problem must be about ‘education’. But is that the only issue?
The Brandsmiths get busy giving feedback about what it means to create a new category, how to ‘date’ a business before settling down, why Neighborhood Nerds may be harnessing the wrong message, and why what an owner wants and what customers perceive that they need are often two different things.
Everyone needs a nerd, yet no one is (really) looking for one. How should this tech founder enroll consumers in a membership model when they’re used to paying for support only when something breaks?
Leo Knight calls Amy and Hilary (bourbon in hand) with a situation that needs to be addressed prior to moving into his vision of franchising. Leo thinks Neighborhood Nerds would be so much more successful if only customers would break up with the break/fix model of tech support and move to a membership model; he figures the problem must be about ‘education’. But is that the only issue?
The Brandsmiths get busy giving feedback about what it means to create a new category, how to ‘date’ a business before settling down, why Neighborhood Nerds may be harnessing the wrong message, and why what an owner wants and what customers perceive that they need are often two different things.
29 min