How Mava Reached 5,000 Accounts by Revolutionizing Customer Support in Web3
Who is Iris ten Teije?π
Iris ten Teije, the co-founder of Mava, is a London-based entrepreneur with nearly a decade of startup experience, including a pivotal role at a digital bank. Originally from the Netherlands, she studied international relations at university and has transitioned from a fintech background to founding her own companies, embracing the dynamic startup atmosphere.
What problem does Mava solve?π
Mava solves the headache of managing multiple customer support channels by centralizing them, particularly for community-driven companies using platforms like Discord and Telegram. This pain point is especially frustrating because traditional support tools fail to integrate effectively with the dynamic nature of these platforms, making it hard for companies to track and efficiently respond to customer inquiries. Mava's ability to streamline these conversations into a single system is valuable to businesses, making the support process more manageable and less stressful.
How did Iris come up with the idea for Mava?π
As Iris ten Teije navigated the world of startups, she honed her skills working in various capacities, from growth hacking to business development, which gave her a unique perspective on the industry's challenges. Initially aiming to create a fintech product, the realization dawned upon her that there was a gap in customer support for community-driven organizations, especially in emerging sectors like Web3. This insight emerged from observing inefficiencies and the lack of tailored solutions while managing a fintech startup that linked NFTs with physical assets.
Before embarking on Mava, Iris and her team conducted thorough research, engaging in numerous conversations with community managers and customer support teams to validate the common pain points. They realized that these challenges were not being addressed by existing solutions, which presented an opportunity. With conviction in their pivot, they carefully crafted Mava to meet the needs for scaling customer support across diverse communication channels, refining their approach with continuous feedback and adjustments based on real-world user experiences. Iris's journey underscores the importance of being adaptable in entrepreneurship and the value of aligning one's product with tangible market needs.
How did Iris build the initial version of Mava?π
Iris ten Teije and her team built Mava, a customer support platform for community-driven companies, starting with a simple MVP within just four weeks of development. The development process was swift due to the team's experience and pre-existing funding, which allowed them to prioritize rapid user feedback over immediate revenue. Mava connects to community channels like Discord and Telegram, as well as traditional channels like web chat and email, which required creating robust integrations with these platforms. The experience was challenging due to the need to build quickly while ensuring the product was reliable enough to gather meaningful feedback. Iterating on user feedback while not yet charging for the product enabled them to refine Mava's features before monetization.
How did Iris launch Mava and get initial traction?π
Here's a breakdown of how Mava initially launched and acquired their first customers:
Manual and Automated Outreachπ
Mava's team, led by co-founder Iris, engaged in a combination of manual and automated outreach to potential customers. Iris personally reached out via LinkedIn, Discord direct messages, and emails. A key strategy included mentioning notable existing clients in the same industry to increase LinkedIn invite acceptance rates.
Why it worked: By leveraging the reputability of existing clients, Mava increased their conversion rate by establishing trust and credibility early on. This personalized approach helped establish initial customer relationships quickly.
Industry Conferencesπ
Given Mava's focus on the web3 industry, attending relevant industry conferences like ETHDenver and ETHCC played a pivotal role in early customer acquisition. These events allowed them to meet potential clients and industry influencers face-to-face.
Why it worked: In-person interactions at industry-specific events helped build stronger connections and trust, facilitating easier pitches and partnerships. It also provided the opportunity for real-time feedback and insights from potential users and partners.
Beta Product Strategyπ
Mava launched their first beta version within weeks of inception. They offered the product for free for about a year to gather user feedback, important for refining the product based on real customer needs before turning on monetization.
Why it worked: Offering a free beta allowed Mava to quickly gain users without the barrier of cost, encouraging trial and feedback. Over time, this feedback was crucial in developing a sticky product with features that matched user expectations, making the transition to paying customers smoother.
AdWords Campaignsπ
Mava started running small-budget AdWords campaigns focusing on broad match keywords that highlighted unique features such as "Discord ticket bot". By refining these campaigns with analytics such as excluding irrelevant traffic using "negative keywords," Mava ensured efficient spending and targeted reach.
Why it worked: By focusing on specific, niche keywords, Mava could attract more qualified leads, ensuring that ad spend translated into real interest and potential customers. Tailoring the campaign minimized wasted budget on low-interest clicks.
Metrics:
- Acquired 100 users within 5 months of launch.
- Currently have 5,000 Mava accounts (mix of free and paid through the freemium model).
What was the growth strategy for Mava and how did they scale?π
SEOπ
Mava leveraged search engine optimization (SEO) to attract inbound leads. They focused on improving their visibility in search engines by creating content around specific keywords relevant to their platform. This approach involved branding their Discord and Telegram bots and web chat to ensure consistent association with Mava. The SEO strategy worked effectively because it targets users actively searching for customer support solutions, particularly those interested in community-driven or Web3 projects, thus naturally attracting their target audience.
Why it worked: The targeted keywords align with the needs of companies looking for community support platforms. The emphasis on SEO allowed Mava to garner organic interest from potential clients who are already predisposed to needing such a service, making the transition from interest to conversion smoother.
Product-Led Growth (PLG)π
Mava capitalized on product-led growth by integrating its brand within its products, like Discord and Telegram bots. They provided a freemium model that showcases their product's capabilities directly to users without initial monetary commitment. This model allows users to experience the product's value firsthand, often leading to organic recommendations and word-of-mouth referrals within user communities.
Why it worked: PLG encourages organic expansion because the product sells itself through usage. As customers utilize the free version and gain value, they are more likely to recommend it within their networks. This strategy is particularly effective for a tech-savvy audience that prioritizes seeing tangible benefits in software before making financial commitments.
Outreach and Networkingπ
Iris ten Teije, the co-founder, engaged heavily in outreach efforts through platforms like LinkedIn, Discord, and email. This involved personalized communication, often referencing notable clients within the same industry to increase credibility and acceptance rates. Furthermore, proactive participation in industry conferences allowed Mava to directly network with potential clients and partners, enhancing their visibility and reputation in the web3 space.
Why it worked: Direct outreach coupled with networking effectively built relationships and trust with potential users. The personalized touch and industry-specific references made outreach attempts more successful. Hosting or attending conferences also provided Mava with opportunities to establish credibility and potentially create partnerships or customer relations that might not have been possible through digital means alone.
AdWords Campaignsπ
Mava utilized Google AdWords, setting a modest budget to target less competitive keywords that highlight their unique selling propositions, like "Discord ticket bot." By refining their campaigns through the exclusion of non-converting keywords ("negative keywords"), they optimized their reach to attract more relevant traffic likely to convert into users.
Why it worked: By focusing on niche keywords, Mava escapes high competition and gains visibility where their unique features shine the most. The careful delineation of what search terms to exclude ensures that only well-targeted, relevant traffic views their ads, improving cost efficiency and advertising impact.
What's the pricing strategy for Mava?π
Mava uses a freemium model, offering a mix of free and paid accounts, and integrates customer support across platforms for community-driven companies.
What were the biggest lessons learned from building Mava?π
- Embrace Fast Feedback: Mava launched quickly, even with a basic product, to gather user feedback and improve. This rapid launch approach helped them refine the platform based on real user input before monetizing.
- Pivot with Purpose: Originally started as a fintech venture, Mava's founders pivoted to a customer support platform when they saw demand and opportunity in community-driven support, showcasing the importance of being flexible and responsive to market needs.
- Community Engagement Matters: Mava capitalized on branded growth channels like Discord and Telegram, leveraging the community-driven nature of their platform to boost user engagement and promote organic growth.
- Leadership through Experience: Iris's prior roles in startups provided critical experience in team building and navigating growing pains, emphasizing the value of prior industry exposure in leadership roles.
- Combine Patience with Action: While evaluating the pivot, Mava balanced customer research with decisive action to ensure they moved forward without getting bogged down in analysis, highlighting the need for a pragmatic approach in startup decision-making.
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More about Mava:π
Who is the owner of Mava?π
Iris ten Teije is the founder of Mava.
When did Iris ten Teije start Mava?π
2022
What is Iris ten Teije's net worth?π
Iris ten Teije's business makes an average of $/month.
How much money has Iris ten Teije made from Mava?π
Iris ten Teije started the business in 2022, and currently makes an average of .
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