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Try First!新製品のNulab Passのマーケティングを 「ゼロイチ」した話 / T...
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株式会社ヌーラボ
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November 27, 2021
Business
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280
Try First!新製品のNulab Passのマーケティングを 「ゼロイチ」した話 / Try First story of zero to one on the marketing of the new product Nulab pass
2021年11月27日に開催したNuCon 2021の発表資料です。
アーカイブ動画「NuCon 2021」
https://youtu.be/ITh1MMp6OLk
株式会社ヌーラボ
PRO
November 27, 2021
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Transcript
5SZ'JSTUʂ ৽ͷɹɹɹɹɹɹɹͷϚʔέςΟϯάΛ ʮθϩΠνʯͨ͠ גࣜձࣾψʔϥϘҪ্ඒึ
Copyright Nulab Inc. All Rights Reserved. 2 ɾגࣜձࣾψʔϥϘ ɹϚʔέςΟϯά෦ϚʔέςΟϯά՝ ɹΧελϚʔαΫηε
ίϯςϯπϚʔέλʔΛ୲ͯ͠ɺݱࡏΧελϚʔαΫη εͷςοΫλονྖҬͷ୲ɻ ͓٬༷ʹψʔϥϘΛʮ͍͍͢ʯͱײͯ͡Β͍ɺʑ ͷۀʹԁʹಋೖ͍ͨͩͨ͘ΊͷίϯςϯπΛاըɾ੍࡞ɾ ఏڙ͍ͯ͠·͢ɻ%*:͖👩🏭 ࣗݾհ Ҫ্ඒึʢ͍ͷ͏͑Έ΄ʣ
Copyright Nulab Inc. All Rights Reserved. 3 ࣍ ᶃ৽αʔϏεʮ/VMBC1BTTʯͱʁ ᶄτϥΠΤϥʔͰਐΊͨ৽ͷ্ཱͪ͛
ᶅ͔Βͷঢ়ଶʹͳͬͯΘ͔ͬͨ͜ͱ
Copyright Nulab Inc. All Rights Reserved. 4 ᶃ৽αʔϏεʮ/VMBC1BTTʯͱʁ ᶄτϥΠΤϥʔͰਐΊͨ৽ͷ্ཱͪ͛ ᶅ͔Βͷঢ়ଶʹͳͬͯΘ͔ͬͨ͜ͱ
࣍
Copyright Nulab,inc. All Rights Reserved. 5 ψʔϥϘͷηΩϡϦςΟͱΨόφϯεΛڧԽ͢ΔΦϓγϣϯαʔϏε ΦϯϥΠϯ࡞ਤπʔϧ ϓϩδΣΫτཧπʔϧ Ϗδωενϟοτπʔϧ
Copyright Nulab Inc. All Rights Reserved. 6 ͜͏͍͓ͬͨ٬༷ʹ͓͢͢Ί ৫ͰψʔϥϘΛར༻͍ͨ͠ ͕ɺΞΫηεपΓͷηΩϡϦςΟର
ࡦ͕৺ɻ ใγεςϜ୲ऀ ࣄۀ෦ऀ ΞΧϯτཧऀ ػີੑͷߴ͍ใΛཧ͢ΔͷͰɺ ෆਖ਼ͳૢ࡞͕͋ͬͨͱ͖ʹ͙͢ʹؾ ͚ͮΔΑ͏ʹ͍ͨ͠ɻ ࣾһͷೖࣾɾୀ৬ɺҕୗઌͱͷܖ ղআʹΑͬͯൃੜ͢ΔɺΞΧϯτ ใΛҰݩཧ͍ͨ͠ɻ
Copyright Nulab Inc. All Rights Reserved. 7 /VMBC1BTTͷػೳ 440 4".-ೝূํࣜʹΑΔ
γϯάϧαΠϯΦϯ ཧऀ͕࡞ɾมߋɾআΛҰׅͰͰ͖Δ ࠪϩά ϝϯόʔͷ׆ಈΛ$47Ͱμϯϩʔυ ཧରΞΧϯτ
Copyright Nulab Inc. All Rights Reserved. 8 ψʔϥϘαʔϏεͷྺ࢙ ΦϯϥΠϯ࡞ਤπʔϧ ϓϩδΣΫτཧπʔϧ
Ϗδωενϟοτπʔϧ ΤϯλʔϓϥΠζ͚ ΞυΦϯαʔϏε ݄
Copyright Nulab Inc. All Rights Reserved. 9 ʮ"[VSF"%Λ*E1ͱͯ͠ɺࣗࣾͷ*5αʔϏεʹ4".-ೝ ূ͍ͯ͠ΔͷͰɺ#BDLMPHͷ4".-ରԠر͠·͢ʯ ͍߹ΘͤͰ࣮ࡍʹΒ͍ͬͯͨϢʔβʔͷཁ
ʮཧऀݖݶΛͭਓ͕ɺҰൠϢʔβʔͷ໊લ ύεϫʔυͷมߋɺୀ৬࣌ͷΞΧϯτআΛ Ͱ͖ΔΑ͏ʹͯ͠΄͍͠Ͱ͢ʯ ใγεςϜ୲ऀ ΞΧϯτཧऀ
Copyright Nulab Inc. All Rights Reserved. 10 ظͷ৽αʔϏε ظ Ϣʔβʔͷػೳʂ
݄ͷϦϦʔ εΓ্͕Δʂ
Copyright Nulab Inc. All Rights Reserved. 11 Χϯτμϯ-1 ։ઃʂʂ ϚʔέςΟϯάνʔϜͷظ
Copyright Nulab Inc. All Rights Reserved. 12 Χϯτμϯ-1 ։ઃʂʂ 4/4Ωϟϯϖʔϯ
όʔʔʔϯʂʂ ϚʔέςΟϯάνʔϜͷظ
Copyright Nulab Inc. All Rights Reserved. 13 Χϯτμϯ-1 ։ઃʂʂ 4/4Ωϟϯϖʔϯ
όʔʔʔϯʂʂ ϦονͳӦۀࢿྉ δϟʔʔϯʂ ϚʔέςΟϯάνʔϜͷظ
Copyright Nulab Inc. All Rights Reserved. 14 Χϯτμϯ-1 ։ઃʂʂ ϓϨεϦϦʔευʔϯʂ
4/4Ωϟϯϖʔϯ όʔʔʔϯʂʂ ϦονͳӦۀࢿྉ δϟʔʔϯʂ ϚʔέςΟϯάνʔϜͷظ
Copyright Nulab Inc. All Rights Reserved. 15 ৽ΠΤʔʔʔΠʂʂʂ Χϯτμϯ-1 ։ઃʂʂ
ϓϨεϦϦʔευʔϯʂ 4/4Ωϟϯϖʔϯ όʔʔʔϯʂʂ ϦονͳӦۀࢿྉ δϟʔʔϯʂ ϚʔέςΟϯάνʔϜͷظ
Copyright Nulab Inc. All Rights Reserved. 16 ݱ࣮͖ͼ͍͠ ݱ࣮ ΠΤʔʔʔʂ
ʜʜ͋Εʁ
Copyright Nulab Inc. All Rights Reserved. 17 ظ௨ΓͷԠΛಘΒΕͳ͔ͬͨཧ༝ ظ௨ΓͷԠΛಘΒΕͳ͔ͬͨओͳཧ༝ w
ϓϩμΫτͷ༷తͳཧ༝ w ݄ͷϦϦʔεͰz৽نސ٬zͱͯ͠ψʔϥϘαʔϏε Λ৽͘͠ಋೖͨ͠ํ͔͠/VMBC1BTT͕͑ͳ͍ w ݄ͷϦϦʔε͔Βzطސ٬zͰ͋ΔψʔϥϘαʔϏε ΛಋೖࡁΈͷํ/VMBC1BTTΛ͑ΔΑ͏ʹͳΔ
Copyright Nulab Inc. All Rights Reserved. 18 ظ௨ΓͷԠΛಘΒΕͳ͔ͬͨཧ༝ ɹظ௨ΓͷԠΛಘΒΕͳ͔ͬͨཧ༝ ψʔϥϘαʔϏεಋೖࡁΈͷاۀͷํ͕
/VMBC1BTTಋೖͷ͕֯ߴ͍ w ϓϩμΫτͷ༷తͳཧ༝ w ݄ͷϦϦʔεͰz৽نސ٬zͱͯ͠ψʔϥϘαʔϏε Λ৽͘͠ಋೖͨ͠ํ͔͠/VMBC1BTT͕͑ͳ͍ w ݄ͷϦϦʔε͔Βzطސ٬zͰ͋ΔψʔϥϘαʔϏε ΛಋೖࡁΈͷํ/VMBC1BTTΛ͑ΔΑ͏ʹͳΔ
Copyright Nulab Inc. All Rights Reserved. 19 લ͖ʹ 🔥 🔥
ͳΒউػ ݄Ҏ߱ͩʂ
Copyright Nulab Inc. All Rights Reserved. 20 ᶃ৽αʔϏεʮ/VMBC1BTTʯͱʁ ᶄτϥΠΤϥʔͰਐΊͨ৽ͷ্ཱͪ͛ ᶅ͔Βͷঢ়ଶʹͳͬͯΘ͔ͬͨ͜ͱ
࣍
Copyright Nulab Inc. All Rights Reserved. 21 ݄ϦϦʔεͷϚʔέςΟϯάख๏ΛৼΓฦͬͯΘ͔ͬͨ՝ ɹೝ͕͋Δ#BDLMPHɾ$BDPP ɹ5ZQFUBMLͷʮϚʔέউͪύλʔϯʯ
ɹ͕/VMBC1BTTʹ௨༻͠ͳ͍
Copyright Nulab Inc. All Rights Reserved. 22 ψʔϥϘαʔϏεͷϙδγϣχϯάཧ ఏڙͰ͖Δศӹ ໊ೝ
༗ ແ ίϥϘϨʔγϣϯଅਐ ηΩϡϦςΟڧԽ
Copyright Nulab Inc. All Rights Reserved. 23 /VMBC1BTTͷސ٬ཧղʹͭͱΊΔˍސ٬Ξϓϩʔνͷݟ͠ 🔥🔥 w
ΧελϚʔδϟʔχʔϚοϓΛ࡞Δ w طଘͷ͓٬༷ʹΞϯέʔτௐࠪ͢Δ w ϦϦʔεલʹϕʔλςετΛืΔ FUDʜ
Copyright Nulab Inc. All Rights Reserved. w ΧελϚʔδϟʔχʔϚοϓΛ࡞Δ w طଘͷ͓٬༷ʹΞϯέʔτௐࠪ͢Δ
w ϦϦʔεલʹϕʔλςετΛืΔ 24 ։ൃνʔϜͱ ڠྗ࣮ͯ͠ߦ🤝 େײँʂ ։ൃνʔϜͱڠྗͯ͠ސ٬ͷΠϯαΠτΛਂ۷Γ FUDʜ
Copyright Nulab Inc. All Rights Reserved. 25 ਂ·Δސ٬ཧղͱ໌ʹͳΔސ٬Πϝʔδ ˙ۀքɾۀछ ɹγεςϜ։ൃɺ*5ɾ௨৴
˙ର෦ ɹใγεςϜ෦ɺ։ൃ෦ ˙৬ ɹϓϩδΣΫτϚωʔδϟʔɺࣄۀ෦՝ ˙#BDLMPHͷ৫͋ͨΓͷར༻ਓ ɹਪଌPPPਓ
Copyright Nulab Inc. All Rights Reserved. 26 ৽͍͠՝ Ͳ͏ͨ͠Β͜ͷਓͨ ͪʹϦʔνͰ͖Δʁ
Copyright Nulab Inc. All Rights Reserved. 27 ࢼߦࡨޡͷ͏·Εͨଧ։ࡦ ࣾ֎ *%BB4
ͱͷڠۀࢪࡦ
Copyright Nulab Inc. All Rights Reserved. 28 ۀքɾۀछɺର෦ʹண ˙ۀքɾۀछ ɹγεςϜ։ൃɺ*5ɾ௨৴
˙ର෦ ɹใγεςϜ෦ɺ։ൃ෦ ˙৬ ɹϓϩδΣΫτϚωʔδϟʔɺࣄۀ෦՝ ˙#BDLMPHͷ৫͋ͨΓͷར༻ਓ ɹਪଌPPPਓ
Copyright Nulab Inc. All Rights Reserved. 29 ڠۀࢪࡦͱʁ w *%BB4͕࣋ͭΞϓϦέʔγϣϯͷΧλϩάʹొ͢Δ
㲈ొઌͷ*%BB4ͱ/VMBC1BTTΛެࣜ࿈ܞ͢Δ w ڞಉϓϨεϦϦʔεΛެ։͢Δ w ڞಉΦϯϥΠϯηϛφʔΛ࣮ࢪ͢Δ ࣾ֎ *%BB4 ͱͷڠۀࢪࡦ
Copyright Nulab Inc. All Rights Reserved. 30 *%BB4ͷ࿈ܞϓϩάϥϜʹొ͢Δ *%BB4͕࣋ͭΞϓϦέʔγϣϯͷΧλϩάʹొ͢Δ
Copyright Nulab Inc. All Rights Reserved. 31 ڞಉϓϨεϦϦʔεͰެࣜ࿈ܞΛΞφϯε ڞಉϓϨεϦϦʔεΛެ։͢Δ
Copyright Nulab Inc. All Rights Reserved. 32 ڞಉηϛφʔͰ*%BB4ͷސ٬ʹϦʔν͢Δ ڞಉΦϯϥΠϯηϛφʔΛ࣮ࢪ͢Δ
Copyright Nulab Inc. All Rights Reserved. 33 ڠۀࢪࡦͷޮՌΛৼΓฦΔ ϲ݄ؒڠۀࢪࡦΛଓ͚ͨ݁Ռ w
ࠃओཁࣾͷ*%BB4ͱ/VMBC1BTTΛެࣜ࿈ܞ w ࣾͱڞಉϓϨεϦϦʔεΛެ։ w ճͷڞಉΦϯϥΠϯηϛφʔΛ࣮ࢪ ͜Ε·ͰͷϚʔέςΟϯάख๏Ͱಧ͔ͳ͔ͬͨʹ /VMBC1BTTΛೝͯ͠Β͑ͨ
Copyright Nulab Inc. All Rights Reserved. 34 ᶃ৽αʔϏεʮ/VMBC1BTTʯͱʁ ᶄτϥΠΤϥʔͰਐΊͨ৽ͷ্ཱͪ͛ ᶅ͔Βͷঢ়ଶʹͳͬͯΘ͔ͬͨ͜ͱ
࣍
Copyright Nulab Inc. All Rights Reserved. 35 Ϣʔβʔ͕৳ͼͯˠʹͳͬͨ/VMBC1BTT ϦϦʔε͔Βɺ /VMBC1BTTಋೖاۀ͕૿͍͖͑ͯӈݞ্͕Γʹ
ʲͷঢ়ଶˠʹʳ
Copyright Nulab Inc. All Rights Reserved. 36 ࢼߦࡨޡͷΛ௨ֶͯ͡Μͩ͜ͱ ͭͷֶΜͩ͜ͱ ͕͋Γ·͢ɻ
Copyright Nulab Inc. All Rights Reserved. 37 ৽Λˠʹͯ͠Θ͔ͬͨͭͷ͜ͱ ෦ॺԣஅͷνʔϜϫʔΫ͕ઈରେࣄʂ wϏδωεαΠυ͚ͩͷಈ͖ͰˠͰ͖ͳ͍
wϏδωεαΠυͱ։ൃαΠυͷڞ௨ΰʔϧ͕େࣄ wࢼߦࡨޡͰઌ͕ݟ͑ͳ͍͔Βͦ͜νʔϜϫʔΫॏཁ
Copyright Nulab Inc. All Rights Reserved. 38 ৽Λˠʹͯ͠Θ͔ͬͨͭͷ͜ͱ ͬYG ֎෦ͱͷڠۀͰʮͰ͖Δ͜ͱʯ͕૿ͤΔ
wʮ֎ʯʹΛ͚Δͱࢹ͕͕Δ w͘͢ͳ͍ϦιʔεͰେ͖͍ࢪࡦΛଧͯΔ wࣾ֎ͷྑ͍ϊϋΛࣗࣾʹ࣋ͪؼͬͯ׆͔ͤΔ
Copyright Nulab Inc. All Rights Reserved. 39 ৽Λˠʹͯ͠Θ͔ͬͨͭͷ͜ͱ ʮ͜ͷ৳ͼΔʂʯ ͱఘΊͣʹ৴͡Δؾ࣋ͪ
w৽ͷˠλϑͳਫ਼ਆྗͱ͕࣌ؒཁΔ wՌ͕ͰΔ·Ͱ͕͔͔࣌ؒͬͯ৴ͯ͡ଓ͚Δ༐ؾ wؒԠԉͯ͘͠ΕΔ্࢘ɾઌഐʹײँ
Copyright Nulab,inc. All Rights Reserved. 40 ࠷ޙ·Ͱ͝ਗ਼ௌ͋Γ͕ͱ͏͍͟͝·ͨ͠ʂ /VMBC1BTTΛࠓޙΑΖ͓͘͠ئ͍͠·͢ʂ 🍛