From blank sheet to $25 million in revenue by zeroing in on the customers they truly wanted to serve.

Our approach.

InVideo had a healthy number of sign-ups coming in, but on reflection, didn’t know what was working and why. They needed clarity; clarity that would help them create the best possible solution for their users by better aligning their product to desired outcomes.

Over the course of just 10 weeks, InVideo and Re-Wired embarked on a JTBD project with the aim of helping Sanket to see demand and help the team to unlock a new level of growth. 

We had all these types of users and we were hearing different things… but we couldn’t really get a compressed view of what it really meant in a way that was actionable.

The aha moment.

The analysis from the interviews – a key part of extracting a customers’ desired outcome and the progress they want to make – revealed a number of clusters and patterns. These helped Sanket get the clarity he needed to deliver more demand-side approaches.

Three core Jobs were identified but there was an interesting insight that no-one saw coming. 

The third Job that was causing tension in the product and, potentially, was the source of this stall in growth. 

“The biggest aha moment for me was digging into our advanced users and understanding truly why they were coming to us. They were asking for all these advanced features, we were building them, yet they were still leaving. The aha moment was unlocking that these users were actually coming to us for simplicity” Sanket tells us. 

The recommendation from Bob and the team was to focus on the two main Jobs, and to do so really well. This meant de-prioritizing the third customer Job in order to help steer the growth that was needed. 

Does dropping a Job mean you’re leaving “money on the table”? 

The big unlock for Sanket was to go all in on two of the three jobs, and deprioritize the third.

If you can see the Jobs, you can see the demand, and you can see the tradeoffs that are required. 

“We were super stuck. We’d plateaued for so long. For 16 months we were growing at a rate of 20%”. Sometimes in life, your back is against the wall. Your constraints are really clear and so it makes it easier to make a decision.

“After looking at the stats, we realized that if we were to drop this third Job, we may lose up to 15-20% of the business. But when you’re building deeper features you are scaring a lot of users. By dropping the advanced features and focusing on where demand really was, we saw that a portion of these users from Job 3 were more than happy to move over and a portion stopped using us. 

“By doing so we only strengthened things, we didn’t lose anything, in fact we grew”.

The impact.

Whoever the user is, whatever they are doing, 80% of those users should be able to create a better quality video than what they were already creating. Everything we build, design, market, communicate has to be around this focus of helping people to create in just 2 minutes versus 1 hour.

InVideo doesn’t sell video creation, they sell simplicity.

The team launched their revised offering in August 2022. They accelerated the funnel by relating everything back to a user being able to create a better video than they had done before in just 2 minutes. 

If you keep referring back to how this relates to the Job and the North Star, you’ll see results.

From a product development perspective, the entire product strategy changed towards building for the demand-side. “We build for simplicity. We don’t build video creation software, we sell simplicity”, Sanket tells us. 

From a marketing perspective, users were bucketed into two clear jobs, all driven from the one source of truth: the document of findings from Re-Wired that they use to create everything from landing pages, ads and creative, to blogs.