Meeting Title: PP2G - Pro-vs-Consumer-Analysis Date: 2024-06-19 Meeting participants: Jakob Kagel, Uttam Kumaran, Nicolas Sucari, Bencohen, Kim Todaro, Daniel Schonfeld
WEBVTT
1 00:01:19.000 ⇒ 00:01:19.880 Uttam Kumaran: Hey, guys.
2 00:01:22.880 ⇒ 00:01:23.959 kim todaro: Hey! How are you?
3 00:01:23.960 ⇒ 00:01:25.260 Uttam Kumaran: Hey? Good! How are you?
4 00:01:25.730 ⇒ 00:01:26.580 kim todaro: Good.
5 00:01:28.770 ⇒ 00:01:32.990 kim todaro: actually a little stressed, trying to figure out why sales are down so much.
6 00:01:32.990 ⇒ 00:01:34.870 Uttam Kumaran: Yeah, I’m looking at the same thing.
7 00:01:35.810 ⇒ 00:01:39.250 kim todaro: I’m I’m going through day by day
8 00:01:39.340 ⇒ 00:01:45.089 kim todaro: this month versus the same day last year versus the same day last month, to see if I find anything but
9 00:01:46.060 ⇒ 00:01:47.639 kim todaro: just seeing, you know.
10 00:01:48.430 ⇒ 00:01:49.450 kim todaro: less
11 00:01:50.540 ⇒ 00:01:57.820 kim todaro: slightly less conversion rate. But the aob of the conversions are a lot lower. So I know we’re selling a lot of those brush bundles now, but
12 00:01:59.280 ⇒ 00:02:02.000 kim todaro: just the high ticketed items just aren’t selling.
13 00:02:03.920 ⇒ 00:02:04.410 Uttam Kumaran: Yeah.
14 00:02:04.410 ⇒ 00:02:05.819 Nicolas Sucari: Hi ben hi kim.
15 00:02:06.170 ⇒ 00:02:07.280 Uttam Kumaran: The same thing.
16 00:02:07.280 ⇒ 00:02:08.199 kim todaro: Hello!
17 00:02:28.000 ⇒ 00:02:28.620 Uttam Kumaran: Hey!
18 00:02:28.810 ⇒ 00:02:29.589 Daniel Schonfeld: Hey? Guys.
19 00:02:30.610 ⇒ 00:02:31.409 Daniel Schonfeld: cool. Thank you.
20 00:02:32.825 ⇒ 00:02:33.170 Daniel Schonfeld: Nick!
21 00:02:35.230 ⇒ 00:02:35.630 Nicolas Sucari: Hello!
22 00:02:37.110 ⇒ 00:02:39.930 Uttam Kumaran: Maybe we jump right into stuff.
23 00:02:41.370 ⇒ 00:02:42.950 Uttam Kumaran: so we
24 00:02:42.970 ⇒ 00:02:46.170 Uttam Kumaran: basically made a lot of headway on
25 00:02:46.290 ⇒ 00:02:49.019 Uttam Kumaran: the like is pool pro
26 00:02:49.448 ⇒ 00:02:56.640 Uttam Kumaran: flag, basically flagging. If someone is a pool, professional or not. Kind of the goal with everything was
27 00:02:56.940 ⇒ 00:03:04.820 Uttam Kumaran: to get as far as we can in terms of like accuracy, but also basically trying to split the difference on
28 00:03:04.840 ⇒ 00:03:08.189 Uttam Kumaran: just understanding, like what our current split between
29 00:03:08.290 ⇒ 00:03:24.370 Uttam Kumaran: full professionals and consumers are at the moment understanding basically how they’re affecting sales, both in different segments. Things like order, average order, value what they’re buying. And so I’ll talk a little bit through. How we
30 00:03:24.860 ⇒ 00:03:42.409 Uttam Kumaran: kind of like made that difference in segmentation? The the big things we did is one we were able to isolate that checkout field. So on checkout? We asked optionally, are you a full service, professional or industry, industry, professional or not? And I know previously that was
31 00:03:42.780 ⇒ 00:04:00.380 Uttam Kumaran: require field. Now I think it’s not required, but that was really helpful. So we took that. The second thing is, we previously see, had some ways of like we’re look searching for pool. Different sort of keywords in the email address. Because commonly, that’s that’s in their email address. So that’s 1 thing we also
32 00:04:00.888 ⇒ 00:04:03.761 Uttam Kumaran: looked at was, can we identify
33 00:04:04.430 ⇒ 00:04:06.410 Uttam Kumaran: Can we basically identify
34 00:04:06.865 ⇒ 00:04:24.200 Uttam Kumaran: whether someone is a pool owner or not? Just based on looking at like keywords and email? And then the second. The last thing is, we looked at people made multiple pump orders in a given 365 day period. As like the baseline for looking at that other things that I I was kind of discussing with Jacob was.
35 00:04:24.300 ⇒ 00:04:51.900 Uttam Kumaran: can we? Can we try to look at the characteristics of the flags and then try to basically see if there’s other behaviors. But again, like, just wanted to kind of cut it there and just like, see what we were looking at at that point. I think there’s a lot more we could do to improve that, and we’ll kind of talk a little bit about that but Jacob and Jacob’s a little sick today. So I was gonna just walk through a little bit of the results. But Jacob feel free to like chime in whenever.
36 00:04:51.900 ⇒ 00:04:57.960 Jakob Kagel: Definitely definitely appreciate you. But yeah, exactly. I’ll chime in along the way. But I think you you’ve nailed everything so far.
37 00:04:58.390 ⇒ 00:05:04.619 Uttam Kumaran: Cool. So basically, we looked at the last 2 years of orders, and we saw that pro
38 00:05:04.630 ⇒ 00:05:18.899 Uttam Kumaran: people that we flagged as professionals or pro accounted for about 74% of total sales and 60% of total orders, meaning that with even with like an Us, even though they had a majority of total orders.
39 00:05:19.060 ⇒ 00:05:24.859 Uttam Kumaran: On average, they’re accounting for more sales per order. The average order value is about double
40 00:05:25.637 ⇒ 00:05:26.672 Uttam Kumaran: for those.
41 00:05:27.450 ⇒ 00:05:41.459 Uttam Kumaran: for those pros meaning their their average order value is about 700 for people that are consumers, and then also they have a. They have a higher average order quantity as well.
42 00:05:42.950 ⇒ 00:05:46.450 Uttam Kumaran: both under 2 items, but still higher.
43 00:05:46.880 ⇒ 00:05:52.620 Uttam Kumaran: We did some analysis on the cities. Basically, we saw it was like Winchester.
44 00:05:52.710 ⇒ 00:05:56.050 Uttam Kumaran: Ponte, Vendor Beach and Papuano Beach
45 00:05:56.542 ⇒ 00:06:18.289 Uttam Kumaran: had, like higher or average order values we saw, like Jackson, Las Vegas, and Cape coral had, like higher, higher orders from pros. And then also basically a mix of those same cities. Had higher total pro sales with Cape Coral being the 1st with about like $300,000
46 00:06:18.310 ⇒ 00:06:22.489 Uttam Kumaran: $340,000 in pro sales in that 2 year period.
47 00:06:22.855 ⇒ 00:06:37.939 Uttam Kumaran: And then the biggest thing we saw, which was like the most obvious thing. And this is where I was actually talking to Jacob a bit was that pros are spending much more on warranties in addition to heat pumps and pool pumps, they’re spending about 250 more
48 00:06:37.970 ⇒ 00:06:39.680 Uttam Kumaran: on warranties. Then.
49 00:06:39.910 ⇒ 00:06:42.238 Uttam Kumaran: like the average consumer,
50 00:06:43.270 ⇒ 00:06:49.119 Uttam Kumaran: which which I think was probably out of out of everything, the more surprising thing for me, and that I just didn’t really think
51 00:06:49.350 ⇒ 00:06:52.389 Uttam Kumaran: too much about the fact that they’re probably purchasing more warranties.
52 00:06:53.053 ⇒ 00:06:54.240 Uttam Kumaran: But that’s
53 00:06:54.270 ⇒ 00:07:03.540 Uttam Kumaran: kind of like where we just did like a high, level kind of scrape of the data. At the moment we can look at any figure
54 00:07:03.690 ⇒ 00:07:06.290 Uttam Kumaran: that’s tied to a customer based on this flag.
55 00:07:06.350 ⇒ 00:07:11.510 Uttam Kumaran: So I know we’ve just looked at some Geo. We’ve looked at some product class stuff. But
56 00:07:12.015 ⇒ 00:07:13.639 Uttam Kumaran: I kind of wanted to
57 00:07:13.990 ⇒ 00:07:19.900 Uttam Kumaran: pause there. And maybe we can just have a brief discussion. There’s also some things on, how do we
58 00:07:20.050 ⇒ 00:07:26.190 Uttam Kumaran: make that flag more accurate? And then how do we basically collect that broader moving forward?
59 00:07:26.260 ⇒ 00:07:40.690 Uttam Kumaran: But I think this gives us like our 1st look at like the kind of segmentation and then, you know, I know we’ve been talking about with Kim on them, how to market better, and things like that, but just can pause there and get like gut reaction.
60 00:07:41.990 ⇒ 00:07:43.830 Daniel Schonfeld: Yeah. Did you say, can you hear me?
61 00:07:43.830 ⇒ 00:07:44.420 Uttam Kumaran: Yeah.
62 00:07:44.900 ⇒ 00:07:48.094 Daniel Schonfeld: Go go back to the original. Stat, 70% of what all set.
63 00:07:48.340 ⇒ 00:07:50.380 Uttam Kumaran: I mean 4% of total sales
64 00:07:51.130 ⇒ 00:07:53.559 Uttam Kumaran: and 61% of total orders.
65 00:07:53.740 ⇒ 00:07:55.180 kim todaro: What’s the time period?
66 00:07:55.430 ⇒ 00:07:56.969 Uttam Kumaran: Last 2 years.
67 00:07:56.970 ⇒ 00:07:58.260 Jakob Kagel: Yeah, 2 years.
68 00:07:58.260 ⇒ 00:08:02.069 Daniel Schonfeld: And just break down real fast. What was the criteria for a service person.
69 00:08:02.450 ⇒ 00:08:12.860 Uttam Kumaran: Yeah. So the criteria is one that they had multiple pump or cover pump or heat pump orders. In.
70 00:08:12.860 ⇒ 00:08:15.120 Daniel Schonfeld: Wait in the for in the single order.
71 00:08:15.715 ⇒ 00:08:18.200 Uttam Kumaran: No. In in a 365 day period.
72 00:08:18.380 ⇒ 00:08:28.658 Jakob Kagel: We did look at the single order initially, and there was just really low coverage for that. It’s still low coverage for having multiple pumps in the 365
73 00:08:29.260 ⇒ 00:08:30.910 Jakob Kagel: a day period.
74 00:08:30.950 ⇒ 00:08:34.000 Jakob Kagel: The majority do come from the self-identified flag.
75 00:08:34.820 ⇒ 00:08:35.679 Daniel Schonfeld: So.
76 00:08:37.299 ⇒ 00:08:39.933 Daniel Schonfeld: Oh, the majority come from self identified.
77 00:08:40.309 ⇒ 00:08:42.529 Jakob Kagel: The shopify field.
78 00:08:42.530 ⇒ 00:08:43.140 Daniel Schonfeld: Interesting.
79 00:08:43.140 ⇒ 00:08:48.069 Jakob Kagel: We added some with that, I mean, we added like a couple of 100 with them, maybe a couple of 100.
80 00:08:48.210 ⇒ 00:08:51.980 Jakob Kagel: Also with the emails like the pool emails.
81 00:08:52.430 ⇒ 00:08:57.689 Uttam Kumaran: Yeah, we’re looking for pool, the word pool, the word service and the word construction in the emails.
82 00:08:57.930 ⇒ 00:08:59.863 Uttam Kumaran: But it didn’t. It wasn’t
83 00:09:00.830 ⇒ 00:09:15.060 Uttam Kumaran: Like again, I was basically like, let’s just cover our bases here. And then we can keep adding to that, basically improve it. But with the flag we got most of our meeting. The the additional 2 steps didn’t really add much more beyond the flag.
84 00:09:15.060 ⇒ 00:09:18.389 bencohen: Question if you made it instead of
85 00:09:18.530 ⇒ 00:09:21.799 bencohen: 2 orders in 365 days, and you made it 3.
86 00:09:22.170 ⇒ 00:09:23.949 bencohen: How many people drop out.
87 00:09:24.450 ⇒ 00:09:25.450 bencohen: and how much
88 00:09:26.240 ⇒ 00:09:27.135 bencohen: revenue.
89 00:09:28.030 ⇒ 00:09:30.010 Jakob Kagel: We? We can check that. I don’t know if.
90 00:09:30.010 ⇒ 00:09:32.328 bencohen: Maybe you can follow up with me after I think.
91 00:09:32.560 ⇒ 00:09:37.020 Jakob Kagel: But it’s probably I mean my guess is it’s it? I would say.
92 00:09:37.040 ⇒ 00:09:41.099 Jakob Kagel: I mean, I don’t wanna throw out a number, but it’s it’s probably the majority is gonna drop.
93 00:09:41.100 ⇒ 00:09:41.860 bencohen: Yeah.
94 00:09:42.640 ⇒ 00:09:44.759 bencohen: I agree. I think
95 00:09:45.280 ⇒ 00:09:47.880 bencohen: my gut here is that’s too high.
96 00:09:48.350 ⇒ 00:09:49.629 bencohen: We don’t sell.
97 00:09:50.590 ⇒ 00:09:54.910 bencohen: I I think we have to make it raise the threshold a tiny bit, because I think that
98 00:09:56.422 ⇒ 00:10:01.419 bencohen: the majority of our sales are going to Diy people. We know this from customer service.
99 00:10:02.100 ⇒ 00:10:07.449 bencohen: I do think it’s close, because the thing is the people that there are certain people that buy like
100 00:10:08.250 ⇒ 00:10:10.240 bencohen: 5 pumps at a time.
101 00:10:10.330 ⇒ 00:10:17.079 bencohen: 2 years at a time. I’ve seen it, and we know some of them, so they are worth a ton. But
102 00:10:17.752 ⇒ 00:10:23.660 bencohen: let’s let’s afterwards. Let’s see about how this looks. If we drop out people
103 00:10:23.720 ⇒ 00:10:29.590 bencohen: we’ve got to remember, too. It’s very gray, because there could be somebody that just like Dan’s pool
104 00:10:29.710 ⇒ 00:10:31.009 bencohen: has 2 pups.
105 00:10:31.630 ⇒ 00:10:33.290 bencohen: It could be one broke.
106 00:10:33.400 ⇒ 00:10:42.540 bencohen: he says, oh, this is so great, you know. Let’s replace the other one, and he and you know but he would still be classified as a diy kind of guy. So I just wanna make sure that we.
107 00:10:42.910 ⇒ 00:10:43.240 Uttam Kumaran: Yeah.
108 00:10:43.240 ⇒ 00:10:45.330 bencohen: If those are the gray people that we.
109 00:10:46.560 ⇒ 00:11:04.040 bencohen: I would even like to hygiene it and maybe email them. And I don’t know. Think of some way to get them to confirm again what bucket they fall in. I have a feeling, some people will say that their service pros like more in the self installing.
110 00:11:04.460 ⇒ 00:11:05.909 bencohen: You know what I mean
111 00:11:06.590 ⇒ 00:11:07.690 bencohen: verse
112 00:11:08.270 ⇒ 00:11:14.649 bencohen: just identifying as a homeowner. That’s gonna I think that there’s a little bit of gray there that. But we can email.
113 00:11:14.920 ⇒ 00:11:15.390 Uttam Kumaran: Yeah.
114 00:11:15.390 ⇒ 00:11:18.090 bencohen: We can. We can. We can find a way to get that clean.
115 00:11:18.460 ⇒ 00:11:20.230 Daniel Schonfeld: Saying, we real quick.
116 00:11:20.500 ⇒ 00:11:26.986 Daniel Schonfeld: the majority. Let’s we take all things out. And we just say, did someone raise their hand as a pool service pro or a what’s the other pull owner?
117 00:11:27.770 ⇒ 00:11:31.869 Daniel Schonfeld: The you’re saying, the majority of that 70% raise their hands. And I’m a pool service pro
118 00:11:32.150 ⇒ 00:11:33.010 Daniel Schonfeld: right.
119 00:11:33.613 ⇒ 00:11:39.069 Uttam Kumaran: No, we’re saying the sale. Majority of the sales are coming from the people that raise their hand.
120 00:11:41.070 ⇒ 00:11:42.130 Daniel Schonfeld: What wait.
121 00:11:42.130 ⇒ 00:11:42.830 bencohen: So what?
122 00:11:42.830 ⇒ 00:11:43.220 Daniel Schonfeld: I.
123 00:11:43.220 ⇒ 00:11:43.640 bencohen: I know where.
124 00:11:43.640 ⇒ 00:11:45.029 Daniel Schonfeld: They said, 70%.
125 00:11:45.030 ⇒ 00:11:46.030 bencohen: What was the response?
126 00:11:46.030 ⇒ 00:11:47.971 Daniel Schonfeld: Sales or service people, right.
127 00:11:49.290 ⇒ 00:11:50.030 bencohen: Yes.
128 00:11:50.300 ⇒ 00:11:56.549 Daniel Schonfeld: Okay, hold on one sec, man of the so 70%. Let’s take that aside. 70% are service people
129 00:11:56.940 ⇒ 00:12:03.759 Daniel Schonfeld: of that 70%. How many raise their hand and said, I’m a service person that you know. Forget all the other variables.
130 00:12:04.760 ⇒ 00:12:06.460 Daniel Schonfeld: You, instead of a majority.
131 00:12:08.140 ⇒ 00:12:25.079 Uttam Kumaran: Yeah, it’s a it’s a majority. Like, let’s let’s say there’s a it looks like there’s about 26,000 customers about 16, K said, you know, using all those 3 said yes, like our categories. Yes, versus 10 K. Or no.
132 00:12:25.980 ⇒ 00:12:35.090 Daniel Schonfeld: Okay. So I think the only thing we need to verify is to get a, we have to decide internally what’s a statistically relevant number
133 00:12:35.470 ⇒ 00:12:40.709 Daniel Schonfeld: and verify from those 16,000 that raise their hands out of a pool service. Pro.
134 00:12:40.820 ⇒ 00:12:43.829 Daniel Schonfeld: get them to double, verify. And we say, Okay, if we get.
135 00:12:44.270 ⇒ 00:12:51.160 Daniel Schonfeld: you know, 80% hit rate of those people, we can honestly say that they’re they are service people. We just clarify
136 00:12:51.290 ⇒ 00:12:54.820 Daniel Schonfeld: and give them a reason to do so. Just say we’re gearing our content.
137 00:12:54.880 ⇒ 00:13:01.880 Daniel Schonfeld: We don’t want to waste your time with pool owner stuff we have content geared towards the pool service industry.
138 00:13:02.020 ⇒ 00:13:03.380 Daniel Schonfeld: Please confirm.
139 00:13:03.560 ⇒ 00:13:07.110 Daniel Schonfeld: you know. So you don’t receive something you don’t need to. We can do something as simple as that
140 00:13:07.170 ⇒ 00:13:12.510 Daniel Schonfeld: in an email that gets them to check their box. And if we get us a relevant hit rate.
141 00:13:13.220 ⇒ 00:13:18.789 Daniel Schonfeld: then we’ve just determined we’re basically in the in the distribution business to service pros.
142 00:13:19.530 ⇒ 00:13:29.240 Uttam Kumaran: This. The second thing is, I think there’s an opportunity to to make that question a bit clearer right now. It’s like a double option? Are you an industry? Professional.
143 00:13:29.240 ⇒ 00:13:30.109 Daniel Schonfeld: Or other, you know.
144 00:13:30.110 ⇒ 00:13:37.409 Uttam Kumaran: Else like I think we could just make that super crystal clear, yes or no, like do you work in the pool like, or whatever we want to do
145 00:13:37.550 ⇒ 00:13:41.020 Uttam Kumaran: go. So that’s going forward. And we also made it optional
146 00:13:41.460 ⇒ 00:13:45.999 Uttam Kumaran: as because I work on the data side, I’m going to push towards like me trying to make that
147 00:13:46.310 ⇒ 00:13:50.260 Uttam Kumaran: require because it really helps our coverage. So that we’re not
148 00:13:50.550 ⇒ 00:13:53.070 Uttam Kumaran: guessing user using other attributes.
149 00:13:53.120 ⇒ 00:13:56.929 Uttam Kumaran: Self identification, if possible, is like a lot better. Indicator.
150 00:13:59.210 ⇒ 00:14:07.600 Daniel Schonfeld: Yeah, just be, we have to be careful on our side. Just be, we have to ab test that because we’ve got a lot of older people that do buy.
151 00:14:07.600 ⇒ 00:14:08.669 Uttam Kumaran: Okay, I can.
152 00:14:08.670 ⇒ 00:14:12.964 Daniel Schonfeld: And if all of a sudden they’re getting an error message, they’re gonna go back with their credit card, and you know, we gotta make sure.
153 00:14:13.130 ⇒ 00:14:13.630 Uttam Kumaran: Yeah.
154 00:14:13.630 ⇒ 00:14:15.381 Daniel Schonfeld: Mess up the flow and the conversion rate.
155 00:14:15.600 ⇒ 00:14:16.210 Uttam Kumaran: Okay.
156 00:14:16.960 ⇒ 00:14:20.889 bencohen: The also other thing came into Tom for you.
157 00:14:21.340 ⇒ 00:14:23.539 bencohen: I have a sense that
158 00:14:25.990 ⇒ 00:14:33.879 bencohen: if you ask somebody that’s like like someone like me might say that I’m a service professional, because I’m curious
159 00:14:34.030 ⇒ 00:14:36.100 bencohen: if I can get like special access or special.
160 00:14:36.100 ⇒ 00:14:37.019 Uttam Kumaran: I should come.
161 00:14:37.020 ⇒ 00:14:39.680 bencohen: So, lot lot being dishonest.
162 00:14:39.990 ⇒ 00:14:40.600 Uttam Kumaran: Yeah.
163 00:14:40.960 ⇒ 00:14:46.870 bencohen: That that that that I’m not the only brick out there like that. So it’s possible that
164 00:14:47.840 ⇒ 00:14:49.689 bencohen: I don’t know. We just gotta think maybe there’s a few.
165 00:14:49.690 ⇒ 00:14:56.589 Uttam Kumaran: I mean, we could also prioritize. Right? You can say that like multiple orders, is a higher indicator than
166 00:14:56.660 ⇒ 00:15:00.059 Uttam Kumaran: this, and you need like 2 out of 3 indicators to get classified. Right? We can.
167 00:15:00.080 ⇒ 00:15:10.449 Uttam Kumaran: We can like we can try different things. I think email is is like the best. Although a lot of people are just using their personal gmail, because that’s probably how they’re running their business. So
168 00:15:10.510 ⇒ 00:15:11.830 Uttam Kumaran: that’s tough.
169 00:15:12.110 ⇒ 00:15:28.809 Uttam Kumaran: Because in in in other places I’ve worked for. You’re buying Sas usually buying on a company account. Then it’s a non gmail for sure. But I can tell, looking through emails that a lot of people are just using Yahoo and stuff. Even when we could clearly tell on the data that they’re pro. So email is not great.
170 00:15:29.200 ⇒ 00:15:32.109 Uttam Kumaran: I I think some sort of like, yeah.
171 00:15:32.130 ⇒ 00:15:35.069 Uttam Kumaran: again, it. This is more of just getting a baseline.
172 00:15:35.150 ⇒ 00:15:45.880 Uttam Kumaran: So I think, Dan, you’re right. Is that maybe some sort of survey to that cohort. And then we take whatever response. Again, that kind of extrapolate it. And then kind of call that like our
173 00:15:45.890 ⇒ 00:15:47.549 Uttam Kumaran: understanding of what that
174 00:15:47.880 ⇒ 00:15:49.420 Uttam Kumaran: percentages.
175 00:15:49.420 ⇒ 00:15:53.849 Daniel Schonfeld: Yeah, we could also turn into an opportunity like we can send something to that entire cohort
176 00:15:54.000 ⇒ 00:15:55.310 Daniel Schonfeld: and say.
177 00:15:55.370 ⇒ 00:16:02.209 Daniel Schonfeld: we’re launching a discounted program just for service pros. And then they go to a splash page that says, Put your company website in
178 00:16:02.250 ⇒ 00:16:05.800 Daniel Schonfeld: your name. Whatever identifier they may have in their area
179 00:16:05.910 ⇒ 00:16:12.506 Daniel Schonfeld: we could turn into a positive. It doesn’t always just have to be like raising their hands. We may incentivize them through a different method.
180 00:16:12.910 ⇒ 00:16:15.049 Daniel Schonfeld: via the new program.
181 00:16:15.350 ⇒ 00:16:18.350 Daniel Schonfeld: which we can easily do, and we can set up discount codes
182 00:16:18.842 ⇒ 00:16:23.249 Daniel Schonfeld: but they’d have to give their information. We’d have to have some way to maybe do a lookup or
183 00:16:23.430 ⇒ 00:16:27.435 Daniel Schonfeld: or verify using some some type of
184 00:16:27.910 ⇒ 00:16:29.130 Daniel Schonfeld: validation.
185 00:16:29.340 ⇒ 00:16:30.020 Uttam Kumaran: Yeah.
186 00:16:30.240 ⇒ 00:16:30.820 Uttam Kumaran: okay.
187 00:16:30.820 ⇒ 00:16:33.680 Daniel Schonfeld: Maybe even using the tool we built. Somehow. I don’t know.
188 00:16:33.860 ⇒ 00:16:34.500 Uttam Kumaran: Yeah.
189 00:16:36.520 ⇒ 00:16:41.480 Daniel Schonfeld: but at the very least we just get them to raise their hand. Text them whatever verify your.
190 00:16:41.480 ⇒ 00:16:44.120 Uttam Kumaran: Airing it with like a campaign
191 00:16:44.350 ⇒ 00:16:50.619 Uttam Kumaran: seems really great. Because we the whole goal. And then this is probably the next topic is like, what
192 00:16:50.710 ⇒ 00:16:52.779 Uttam Kumaran: what can we do to grow this segment?
193 00:16:52.950 ⇒ 00:16:59.880 Uttam Kumaran: I think, like we’re gonna take some action. So maybe the 1st action we take cause it’s gonna go to this cohort of people?
194 00:17:01.430 ⇒ 00:17:04.000 Uttam Kumaran: So there’s 2 things one is like, how do we bring
195 00:17:04.050 ⇒ 00:17:12.800 Uttam Kumaran: new service providers that we don’t already sell to? And then there’s reactivation of the people that buy more, because
196 00:17:12.900 ⇒ 00:17:33.340 Uttam Kumaran: there’s a great chance to bring them back on return orders versus all the consumers. So let’s separate those 2. If we talk just about, let’s talk 1st about like reactivating folks. This is where I think there’s a good opportunity to turn that reactivation into opportunity to verify. But I guess to Kim or to others like
197 00:17:33.370 ⇒ 00:17:35.750 Uttam Kumaran: what? What? What do we think we could do
198 00:17:35.770 ⇒ 00:17:43.610 Uttam Kumaran: to basically facilitate? Okay, come back and order again. Or maybe we look at people who haven’t purchased in a year and basically send a blast out or something like that.
199 00:17:47.070 ⇒ 00:17:53.178 kim todaro: Yeah, I mean, we can email them and say that we do have special deals for the pool pros
200 00:17:53.580 ⇒ 00:17:55.500 kim todaro: and incentivize them that way.
201 00:17:57.010 ⇒ 00:18:04.090 kim todaro: Those numbers did seem a little height of me, too. I’m surprised. 16 out of the 26,000 said that they’re a pool pro
202 00:18:04.755 ⇒ 00:18:14.899 kim todaro: and like Ben and Dan said, like within a year. It’s not uncommon for people to buy like a pump and then a cover pump, especially because they get reward points, and they want to use them. And we remind them about that.
203 00:18:16.490 ⇒ 00:18:19.499 kim todaro: But yeah, I I think that’s the best use of that.
204 00:18:22.220 ⇒ 00:18:28.239 bencohen: I think before we get in. I I mean re reactivating these people. I have a lot of thoughts, but I think we need to hygiene the list.
205 00:18:28.600 ⇒ 00:18:29.280 Uttam Kumaran: That’s all.
206 00:18:29.280 ⇒ 00:18:31.280 bencohen: Too big. I want it to be.
207 00:18:31.630 ⇒ 00:18:36.460 bencohen: We want to be really surgical with it, because I think one thing is, is, once we id these people.
208 00:18:36.680 ⇒ 00:18:38.959 bencohen: there really shouldn’t be part of like
209 00:18:39.180 ⇒ 00:18:46.879 bencohen: the standard flowing. They shouldn’t be getting served ads. We shouldn’t chase them around the Internet. They should be getting emails. They should probably have, like a
210 00:18:47.540 ⇒ 00:18:51.889 bencohen: a rep of some kind that they can email and have a more personal relationship.
211 00:18:52.410 ⇒ 00:18:56.500 bencohen: It should just be treated a little bit differently. So I think 1st step is
212 00:18:56.870 ⇒ 00:18:59.929 bencohen: sectioning all these different people off, because there’s definitely.
213 00:19:00.980 ⇒ 00:19:02.129 Uttam Kumaran: I think obviously more.
214 00:19:02.423 ⇒ 00:19:03.010 bencohen: That many.
215 00:19:03.010 ⇒ 00:19:07.082 Uttam Kumaran: More conservative in like our criteria. Basically. Okay, yeah.
216 00:19:10.880 ⇒ 00:19:16.719 Daniel Schonfeld: Also the content changes dramatically what? What we, how we talk to them, what we say to them, and what we offer them
217 00:19:17.180 ⇒ 00:19:18.400 Daniel Schonfeld: is going to change.
218 00:19:19.823 ⇒ 00:19:20.630 Nicolas Sucari: Guys like
219 00:19:20.780 ⇒ 00:19:32.230 Nicolas Sucari: when when you identify one of a pro one of these pro service clients like, Do you do? You already have some identified. And how do you communicate to them like, do you have, like specific.
220 00:19:32.360 ⇒ 00:19:37.809 Nicolas Sucari: specifically different things to communicate to them offers, or any any other stuff like that
221 00:19:39.050 ⇒ 00:19:40.009 Nicolas Sucari: or not yet.
222 00:19:40.010 ⇒ 00:19:48.969 bencohen: We could. We? I mean, we have. We have the list, you know, for however long, with 2 years we were collecting that. So we can just email them anytime.
223 00:19:49.260 ⇒ 00:19:56.099 Nicolas Sucari: No, yeah, I know. I know we can email them. But until now, like, have you done something regarding like those types.
224 00:19:56.100 ⇒ 00:19:57.240 kim todaro: And customers. No.
225 00:19:57.560 ⇒ 00:19:57.880 Nicolas Sucari: Me.
226 00:19:57.880 ⇒ 00:20:14.079 kim todaro: We’ve tried a few times, and I didn’t really get a response from them. I’ve tried to do this my own way. Like downloading the order answer, and then uploading that into Cleavio. But Spend was never able to get that answer into Cleavio, and maybe he didn’t. Maybe it wasn’t, you know.
227 00:20:14.390 ⇒ 00:20:16.550 kim todaro: a priority at the time, either. But
228 00:20:16.860 ⇒ 00:20:18.850 kim todaro: that would be cool, too, if you, if you know.
229 00:20:18.850 ⇒ 00:20:20.420 Uttam Kumaran: Yeah, get that as an audience.
230 00:20:20.730 ⇒ 00:20:22.080 kim todaro: Tag them, and.
231 00:20:23.840 ⇒ 00:20:24.620 Nicolas Sucari: Perfect.
232 00:20:28.230 ⇒ 00:20:34.610 Daniel Schonfeld: Yeah, we’re not bifurcating a list or or segmenting it out by pool. Pro when they at when they tell us they are
233 00:20:34.910 ⇒ 00:20:35.630 Daniel Schonfeld: no.
234 00:20:36.695 ⇒ 00:20:42.520 Daniel Schonfeld: yeah, we need to be doing that right away. I mean, if they say they’re a pull pro, we should. They should immediately be getting different, content.
235 00:20:43.050 ⇒ 00:20:43.730 kim todaro: Yeah.
236 00:20:43.730 ⇒ 00:20:50.340 Daniel Schonfeld: Welcome pool, professional, different, a totally different flow that they’re getting for Rose versus a homeowner.
237 00:20:51.040 ⇒ 00:20:58.180 Daniel Schonfeld: And that’s where different content will come in like we should have all the service guys making a a separate library of content.
238 00:20:58.280 ⇒ 00:21:01.259 Daniel Schonfeld: And how? And also Cody making different videos.
239 00:21:01.340 ⇒ 00:21:05.170 Daniel Schonfeld: Because in a lot of them. He’s talking to them like it’s the 1st time they’ve ever seen a pool pump.
240 00:21:06.134 ⇒ 00:21:09.920 Daniel Schonfeld: Explain very basic stuff. But he should do more advanced videos.
241 00:21:10.010 ⇒ 00:21:14.160 Daniel Schonfeld: We’ll we’ll talk about that after but I agree with Ben. We need to have.
242 00:21:14.360 ⇒ 00:21:17.759 Daniel Schonfeld: We need to be very, very sure.
243 00:21:18.150 ⇒ 00:21:18.600 Uttam Kumaran: Okay.
244 00:21:18.600 ⇒ 00:21:22.790 Daniel Schonfeld: Who we’re talking to. So we don’t alienate someone who really is a Diy
245 00:21:22.950 ⇒ 00:21:28.360 Daniel Schonfeld: bought a couple of pumps. And now it’s getting pulled service pro emails and just gets turned off and
246 00:21:28.940 ⇒ 00:21:35.739 Daniel Schonfeld: goes away. So we just gotta be careful but this is great, very eye opening. I had no idea was that that big
247 00:21:35.780 ⇒ 00:21:37.519 Daniel Schonfeld: and that changes the game
248 00:21:37.530 ⇒ 00:21:38.946 Daniel Schonfeld: in a good way, because
249 00:21:39.760 ⇒ 00:21:41.470 Daniel Schonfeld: strategy is to where.
250 00:21:41.470 ⇒ 00:21:46.960 bencohen: Yeah, it’s not. It’s not nearly that big. It’s not even close. Once we hygiene. This, we’ll see. It’s.
251 00:21:48.050 ⇒ 00:21:49.300 bencohen: I would guess
252 00:21:50.700 ⇒ 00:21:52.180 bencohen: 25%.
253 00:21:53.200 ⇒ 00:21:53.960 Daniel Schonfeld: 25%, black.
254 00:21:53.960 ⇒ 00:21:58.369 bencohen: Maybe, maybe like 40 reaching. But we’re not. It’s it’s less than half.
255 00:21:58.770 ⇒ 00:22:00.739 Daniel Schonfeld: Half half of what the people who said.
256 00:22:00.740 ⇒ 00:22:04.130 bencohen: Those revenue would come from these types of folks.
257 00:22:04.320 ⇒ 00:22:05.420 Daniel Schonfeld: Why do you think that.
258 00:22:07.720 ⇒ 00:22:15.480 bencohen: Does. So one customer service tickets I the the service pros that right in. Don’t go there.
259 00:22:17.690 ⇒ 00:22:24.859 bencohen: and there’s just not. There’s a lot. But there’s just not many, not not enough heavy hitting service people that are reordering in big
260 00:22:25.550 ⇒ 00:22:31.479 bencohen: bulk. It’s just not. It’s just not if if I mean Jake kind of said it. He just guessed if we
261 00:22:31.610 ⇒ 00:22:36.579 bencohen: people that ordered 2 things in 365 days we eliminated them. This list is very small.
262 00:22:37.530 ⇒ 00:22:40.410 bencohen: and I think we need to go even further than that, because
263 00:22:41.090 ⇒ 00:22:44.529 bencohen: it needs to be ordering like 3
264 00:22:44.870 ⇒ 00:22:49.199 bencohen: 3 variable speed pumps in in one year
265 00:22:49.260 ⇒ 00:22:50.450 bencohen: like minimum
266 00:22:50.830 ⇒ 00:23:00.670 bencohen: to make the list. It’s it’s gonna be. It’s gonna go away smaller, which is good because it’s going to be an accurate list. And we can actually cater to them. But I don’t want us to think that
267 00:23:01.580 ⇒ 00:23:05.520 bencohen: in actuality 55% of our list is service pros. It’s not.
268 00:23:06.290 ⇒ 00:23:11.600 kim todaro: I I’m just looking in Cleveland real quick, and I have made these segments a while ago. But
269 00:23:11.730 ⇒ 00:23:15.830 kim todaro: the amount of people that place in order 3 times or more.
270 00:23:16.000 ⇒ 00:23:17.960 kim todaro: that segment is super small.
271 00:23:18.140 ⇒ 00:23:23.729 kim todaro: and so is the one who purchased 4 times or more, which I think are more service pro oriented.
272 00:23:23.790 ⇒ 00:23:28.190 kim todaro: So that’s another thing like, I don’t think service pros are just ordering from us once, and then like
273 00:23:29.140 ⇒ 00:23:30.380 kim todaro: not coming back.
274 00:23:30.500 ⇒ 00:23:32.340 kim todaro: I could be wrong, could be the.
275 00:23:32.340 ⇒ 00:23:48.359 Uttam Kumaran: It could also be like we. We don’t. Even if there are service posts, maybe for us to classify them as one of our service pro customers, we need to get them to that point right? So this is more of like, is this enough for us to completely segment them? And if they buy once, maybe they don’t get targeted.
276 00:23:48.360 ⇒ 00:24:04.750 Uttam Kumaran: They buy twice or 3 times, and they do. I think I agree now that I hear a little bit about the flag. It’s I’m a little bit less confident. The emails I’m I mean again, if you have pool in your email, pretty sure we can call you, and then I think we get better at the frequency of orders.
277 00:24:05.393 ⇒ 00:24:13.630 Uttam Kumaran: And then the nice thing again we’ll be able to see like Jacob. What I’ll do is I’ll I’ll include all 3 flags individually
278 00:24:13.690 ⇒ 00:24:18.010 Uttam Kumaran: and the combined. And so you’ll be able to toggle all of them and basically see like
279 00:24:18.090 ⇒ 00:24:23.809 Uttam Kumaran: if we leverage 2, what happens if we leverage 3, what happens if we leverage one? And so I think that’ll help to break
280 00:24:23.850 ⇒ 00:24:24.920 Uttam Kumaran: down this
281 00:24:25.470 ⇒ 00:24:27.010 Uttam Kumaran: a little bit more.
282 00:24:27.010 ⇒ 00:24:35.450 Jakob Kagel: I think that’s a good idea. I would just add real quick on, like the multiple orders to that like when we did it this time. We did limit
283 00:24:35.550 ⇒ 00:24:39.579 Jakob Kagel: to like pump. Product classes. So
284 00:24:39.920 ⇒ 00:24:44.329 Jakob Kagel: that’s you know, we could just look at multiple orders.
285 00:24:45.270 ⇒ 00:24:51.929 Jakob Kagel: you know, 3, 4 time orders to and not limit by product class. But that is what we did in the 1st pass.
286 00:24:59.048 ⇒ 00:25:03.020 bencohen: I think we just got more work to do there, let me just slack me after
287 00:25:03.440 ⇒ 00:25:05.630 bencohen: I wanna see all the
288 00:25:05.880 ⇒ 00:25:07.080 bencohen: conditions
289 00:25:08.145 ⇒ 00:25:09.569 bencohen: and and I’ll
290 00:25:09.650 ⇒ 00:25:11.840 bencohen: I’ll I’ll have some feedback. It will.
291 00:25:11.920 ⇒ 00:25:16.700 bencohen: I mean, I think it’s good that we have this, because it might mean that. Suppose 5,000 these people are
292 00:25:16.710 ⇒ 00:25:21.529 bencohen: full of shit. They’re not actually service pros. They just wanted to be on the list.
293 00:25:21.780 ⇒ 00:25:27.799 bencohen: It might mean that they’re very handy, and we might want to talk to them in a different way. It’s still good.
294 00:25:27.800 ⇒ 00:25:28.960 Uttam Kumaran: Yeah, there may be another site.
295 00:25:28.960 ⇒ 00:25:30.899 bencohen: Find the correct bucket for them.
296 00:25:31.280 ⇒ 00:25:38.509 Uttam Kumaran: So that’s the thing. In this case we’re talking just 2 segments. We’re talking everybody, and pool pros. There may be like again, a 3rd one, which is.
297 00:25:38.520 ⇒ 00:25:46.669 Uttam Kumaran: which is again we get into. We get into this sort of segmentation thing where we want to target these people differently. You want to have these buckets of
298 00:25:46.940 ⇒ 00:25:59.070 Uttam Kumaran: folks that have different behaviors, where you almost want to find our is our goal to transition people from consumer to like handy? Or is it from handy to pool pro, or those completely separate? Right? That’s the
299 00:25:59.230 ⇒ 00:26:06.099 Uttam Kumaran: it’s like, what is the action we take based on the segment? And if the consumer is like, Okay, cool, we actually want to segment the consumer base
300 00:26:06.310 ⇒ 00:26:10.482 Uttam Kumaran: into 2, then that’s like, totally something we can do.
301 00:26:11.350 ⇒ 00:26:21.610 Uttam Kumaran: because we’re because it’s we have. Now, the thing is like, now we have B to B, and then we have B to C, the B to C, it’s gonna be difficult to use email. So we have to do something on behavior
302 00:26:21.710 ⇒ 00:26:26.259 Uttam Kumaran: or surveys on the b 2 b, we have some emails. And so that’s like
303 00:26:26.360 ⇒ 00:26:34.390 Uttam Kumaran: what we’re gonna rely on. And then we’ll have the behavior component be pretty stringent if we’re gonna really target them. And then
304 00:26:34.540 ⇒ 00:26:40.100 Uttam Kumaran: again, over time, if we just get better at having different emails or having more better surveys like
305 00:26:40.150 ⇒ 00:26:41.459 Uttam Kumaran: it’ll get more accurate.
306 00:26:44.450 ⇒ 00:26:45.460 bencohen: Fabulous.
307 00:26:45.460 ⇒ 00:26:49.422 Uttam Kumaran: Okay, cool. So we’ll work on that. I mean, we didn’t talk a little bit about
308 00:26:49.730 ⇒ 00:26:54.779 Uttam Kumaran: like getting new pool pros. The thing that I was talking to Kim, and we talked a little bit about last month
309 00:26:54.790 ⇒ 00:27:07.850 Uttam Kumaran: was like basically scraping and having the emails for pool service companies that were not that don’t exist in our list and basically enticing them to like join. The nice thing about that is.
310 00:27:08.030 ⇒ 00:27:13.099 Uttam Kumaran: if we scrape that we immediately know that those customers are pool service pros. And then
311 00:27:13.370 ⇒ 00:27:16.219 Uttam Kumaran: that’s just, for that’s just brand new, you know.
312 00:27:16.525 ⇒ 00:27:16.830 kim todaro: With.
313 00:27:17.210 ⇒ 00:27:19.990 bencohen: That’s great. Yeah, I think that’s good.
314 00:27:21.720 ⇒ 00:27:25.040 bencohen: and they don’t. And a lot of them know about us, anyway. So.
315 00:27:25.040 ⇒ 00:27:25.750 kim todaro: Right.
316 00:27:25.750 ⇒ 00:27:34.730 bencohen: It might be one of those things like we’re somewhere on the back of their head, and then we hit them with something, and they’ll be, you know what then, you know. A week later, again, we’ll start to move towards the front.
317 00:27:34.730 ⇒ 00:27:47.920 Uttam Kumaran: Yeah. And then again, it’s it’s both that 1st order. And then I also wanna think about how do we get them? Every order. Basically, if we know that this class is supposed to be ordering multiple times, then
318 00:27:48.150 ⇒ 00:27:56.479 Uttam Kumaran: if we’re missing out on that, then our assumption is they’re going somewhere else. So that’s great, like, I think that’s the opportunity. So it makes the opportunity super clear.
319 00:27:58.460 ⇒ 00:28:05.319 Uttam Kumaran: because what we’ll do is basically look at pool service pros that are not purchasing in the period we expect them to.
320 00:28:05.380 ⇒ 00:28:07.220 Uttam Kumaran: Right. So that’s the
321 00:28:07.500 ⇒ 00:28:09.340 Uttam Kumaran: that’ll be the classification.
322 00:28:09.340 ⇒ 00:28:09.940 bencohen: Yup.
323 00:28:10.180 ⇒ 00:28:10.990 bencohen: yep.
324 00:28:11.270 ⇒ 00:28:11.969 kim todaro: But I remember you.
325 00:28:11.970 ⇒ 00:28:14.330 Daniel Schonfeld: Sometimes they sorry. Kim, go ahead.
326 00:28:14.330 ⇒ 00:28:24.210 kim todaro: Oh, no. I was just gonna say, when we went to the conference. That’s exactly what happened with Ben said. They’re all like super interested in us. A lot of them haven’t purchased from us, but they’re all newest so.
327 00:28:25.370 ⇒ 00:28:27.607 Daniel Schonfeld: Yeah, I was just gonna say,
328 00:28:28.150 ⇒ 00:28:33.180 Daniel Schonfeld: there’s always a possibility that they had an expectation. They bought from us.
329 00:28:33.450 ⇒ 00:28:44.860 Daniel Schonfeld: They never got a call. They told us their pool professionals, the Content S. Geared towards Diy. They’re just like this sucks. I just spent 2 grand, and no one called me. No one did anything.
330 00:28:45.130 ⇒ 00:28:49.890 Daniel Schonfeld: so they may just be like black and decker sucks. This program sucks. I’m used to someone calling me a rep.
331 00:28:50.290 ⇒ 00:29:03.859 Daniel Schonfeld: So you gotta remember just because someone bought. One thing doesn’t mean they’re not a pool. Pro. So I would just say, Let’s let’s be data driven, not opinion. Or thesis driven on this, and let the data speak for itself.
332 00:29:04.230 ⇒ 00:29:16.109 Daniel Schonfeld: Let’s assume if someone told us they’re a pool person, let’s give them the benefit until they prove not. Let’s assume that they are actually because we’ve asked a distinct question. They’ve answered it.
333 00:29:16.170 ⇒ 00:29:19.169 Daniel Schonfeld: Now let’s prove them wrong. I think, through the data.
334 00:29:19.230 ⇒ 00:29:22.770 Daniel Schonfeld: If not, we got to assume they’re pool pros, and then the others are Diy.
335 00:29:23.110 ⇒ 00:29:32.629 Daniel Schonfeld: Every question we ask and every data point we get after will then further segment and define who these groups are. But right now people have said, I’m a service pro.
336 00:29:32.750 ⇒ 00:29:34.639 Daniel Schonfeld: Why would we say? You’re not
337 00:29:35.520 ⇒ 00:29:42.440 Daniel Schonfeld: we. We have to assume that they are. So we’re trying to disprove or prove with the next set of data or the actions we take
338 00:29:42.550 ⇒ 00:29:50.480 Daniel Schonfeld: and segment and further define. So then our content, our marketing, our products can be very defined for these groups.
339 00:29:50.690 ⇒ 00:29:54.540 Daniel Schonfeld: especially you want to look at the people who spent the most money
340 00:29:54.998 ⇒ 00:29:57.089 Daniel Schonfeld: when we’re looking at this.
341 00:29:57.260 ⇒ 00:29:59.200 Daniel Schonfeld: if someone said they’re a pool pro
342 00:29:59.340 ⇒ 00:30:08.309 Daniel Schonfeld: bought 3 pumps plus which been saying a smaller group. Fine. But that’s an important group to us that we need to start reaching out to almost immediately, say, sorry like.
343 00:30:08.350 ⇒ 00:30:13.069 Daniel Schonfeld: you know. Thank you for buying from us. Here’s special content. It’s gotta feel personal. And so
344 00:30:13.140 ⇒ 00:30:21.380 Daniel Schonfeld: to me, that’s the highest priority. Is that group like, Get identifying them. This is going to be a work in progress. Eventually, we’ll figure out through certain signals
345 00:30:21.720 ⇒ 00:30:30.700 Daniel Schonfeld: at Checkout, a follow up email, a follow up, call, etc. Over time. We’ll be able to triangulate who’s who? But right now we’re kind of in in the opening stages.
346 00:30:31.890 ⇒ 00:30:48.790 Uttam Kumaran: Yeah. And and and I, you know, I think we’ll continue to find that they’re representative of of higher sales in in what ratio I’m not sure yet. But again, if if they’re gonna come back, then the money we spent to acquire them is worth way more longer term right if they’re always gonna come back. So.
347 00:30:48.790 ⇒ 00:30:49.440 bencohen: Yeah.
348 00:30:49.440 ⇒ 00:30:50.150 Uttam Kumaran: It’s like.
349 00:30:50.150 ⇒ 00:30:50.860 Daniel Schonfeld: Oh, yeah.
350 00:30:50.860 ⇒ 00:30:51.660 Uttam Kumaran: Yeah.
351 00:30:52.120 ⇒ 00:31:00.360 Daniel Schonfeld: Yup, that’s exactly right. We want to spend no money reacquiring them. But the most important thing is that we’re servicing these people, and they have a great experience right now. I feel
352 00:31:00.450 ⇒ 00:31:05.480 Daniel Schonfeld: if I’m a service pro exactly the way I just described, I would say, that’s not a great experience
353 00:31:05.630 ⇒ 00:31:12.730 Daniel Schonfeld: to spend a lot of money with someone, and they don’t even call you or recognize your purchase, especially on something like a heat pump
354 00:31:12.830 ⇒ 00:31:18.969 Daniel Schonfeld: or a you know. Again, these people have been using the same 2, 3 brands for 20 years, plus most of them.
355 00:31:19.110 ⇒ 00:31:27.009 Daniel Schonfeld: They’re looking for a wow. And we gave them almost the exact opposite. So that could be a major factor in how we treat these customers going forward.
356 00:31:30.410 ⇒ 00:31:40.440 Uttam Kumaran: Okay, so, Jacob, let’s work. Maybe we could probably, I mean, I think, couple of these just to just to adjust the criteria and come back with what the numbers are. We could probably do that by next week.
357 00:31:40.440 ⇒ 00:31:45.419 Daniel Schonfeld: I gotta jump off. My dog is howling to the moon right now, which means he’s about to throw up all over the place.
358 00:31:46.260 ⇒ 00:31:47.220 bencohen: Go, go.
359 00:31:47.220 ⇒ 00:31:47.940 Uttam Kumaran: And.
360 00:31:47.940 ⇒ 00:31:51.869 Daniel Schonfeld: You’ve heard like a wolf in the background, but that’s a 9 pound dog howling.
361 00:31:54.100 ⇒ 00:31:56.802 bencohen: Alright. Well, me and Kim will handle it. I’ll see you at 3.
362 00:31:57.010 ⇒ 00:32:00.549 Daniel Schonfeld: Okay. Bye, guys, thank you. Good. Great job, guys, thank you.
363 00:32:00.550 ⇒ 00:32:02.010 Jakob Kagel: Talk, soon.
364 00:32:04.090 ⇒ 00:32:08.420 Uttam Kumaran: Okay. So, Ben, I’ll we’ll send you the criteria in slack. And then let’s just like
365 00:32:08.470 ⇒ 00:32:10.680 Uttam Kumaran: we can adjust and basically see what the numbers are.
366 00:32:11.040 ⇒ 00:32:21.900 bencohen: Yeah. And then, yeah, I mean, my hunch is correct. I I know, I know for sure. But there’s probably like 4 or 5 buckets of levels here. There’s probably like
367 00:32:23.280 ⇒ 00:32:35.460 bencohen: someone that orders. And there’s an installer. There’s probably that someone that orders is influenced by an installer, and they tell them order this. There’s probably the self installer.
368 00:32:37.269 ⇒ 00:32:44.230 bencohen: There’s the the the small pool professional. That’s probably like a little bit of an unprofessional operation.
369 00:32:44.820 ⇒ 00:32:50.099 bencohen: Then there’s like a medium sized one that has like 4 or 5 trucks, and they’re
370 00:32:50.710 ⇒ 00:32:56.129 bencohen: a little more buttoned up. And then there’s probably one that has like that’s really button up that has like a retail location.
371 00:32:56.180 ⇒ 00:32:58.089 bencohen: like some software.
372 00:32:58.750 ⇒ 00:33:05.249 bencohen: So we would like actually to know that that’s off. That was that was quick. But I think that’s probably where it is.
373 00:33:05.520 ⇒ 00:33:07.460 bencohen: and that’s great for us to know.
374 00:33:07.952 ⇒ 00:33:10.419 bencohen: We treat them all a little differently.
375 00:33:11.800 ⇒ 00:33:20.189 Uttam Kumaran: I think, Jacob, what we should probably do is we’ll cut it a little bit conservatively, and then we’ll see if, if like. Let’s look through that list.
376 00:33:20.260 ⇒ 00:33:41.430 Uttam Kumaran: Basically, like, I think if it’s it’s manageable. Let’s just look at basically who bought from us last month in that list. And we can look through their behavior and kind of have another conversation. Cause, I think, then, live, we can look at, hey? This person is classified for these reasons, and then we can think about it. There’s a 3rd segment in there again. The reason for segmentation is to take different actions. So.
377 00:33:41.430 ⇒ 00:33:41.870 bencohen: Type.
378 00:33:41.870 ⇒ 00:33:45.930 Uttam Kumaran: It’s like, that’s the thing. I wanna be clear it is that if we have
379 00:33:46.120 ⇒ 00:33:58.459 Uttam Kumaran: people, if we have the single use fire that we can never get back. We have some people that we can, and then we have pool. We have these pool professionals that buy, no matter what then. That’s that seems like a great like 3 segments to start with.
380 00:33:58.480 ⇒ 00:34:05.080 Uttam Kumaran: And then as long as we just have the rule set where we’re confident, then we can do the marketing a little bit better.
381 00:34:05.726 ⇒ 00:34:10.010 Uttam Kumaran: So let’s do that. I mean, I yeah, I I think that’s really manageable.
382 00:34:10.010 ⇒ 00:34:11.159 Jakob Kagel: Sounds good to me.
383 00:34:11.409 ⇒ 00:34:12.100 Jakob Kagel: Okay.
384 00:34:12.949 ⇒ 00:34:14.069 bencohen: Alright guys, great.
385 00:34:14.820 ⇒ 00:34:19.850 Uttam Kumaran: Cool. I guess we’ll catch up next week on that. Ben, I don’t know if you wanted to talk about Una stuff.
386 00:34:21.130 ⇒ 00:34:22.730 bencohen: Not really.
387 00:34:23.530 ⇒ 00:34:24.690 Uttam Kumaran: So either. I.
388 00:34:24.699 ⇒ 00:34:29.059 bencohen: I don’t know. I mean, it’s very complicated, because Mike is on our side.
389 00:34:29.409 ⇒ 00:34:31.119 bencohen: He just wants this to be done.
390 00:34:31.359 ⇒ 00:34:34.499 bencohen: but he doesn’t have control over the other ones.
391 00:34:34.749 ⇒ 00:34:37.139 bencohen: So all I do is basically like.
392 00:34:39.099 ⇒ 00:34:43.549 bencohen: put pressure on, I’m like, Get this done. Then he emails them and rattles their cage a little bit.
393 00:34:45.080 ⇒ 00:34:50.160 Uttam Kumaran: Yeah, it’s whatever they told us to do 3 weeks ago we did. And so
394 00:34:50.290 ⇒ 00:34:53.920 Uttam Kumaran: I don’t really get what they’re
395 00:34:54.429 ⇒ 00:34:55.420 Uttam Kumaran: like.
396 00:34:56.690 ⇒ 00:35:03.270 Uttam Kumaran: And and it’s funny they’re talking to me like I’m like, know the insider company like, what is an application? I don’t know what an application is, so.
397 00:35:03.270 ⇒ 00:35:08.069 bencohen: Big. That’s the thing. I think they don’t even. They might even think that you work there like they’re they’re really big.
398 00:35:08.070 ⇒ 00:35:09.490 Uttam Kumaran: Okay. Okay.
399 00:35:10.846 ⇒ 00:35:12.680 bencohen: Well, just let’s just keep.
400 00:35:14.030 ⇒ 00:35:15.150 bencohen: Let me see.
401 00:35:15.220 ⇒ 00:35:17.459 bencohen: might let us know.
402 00:35:19.670 ⇒ 00:35:24.550 bencohen: The path of least resistance is fine. But
403 00:35:27.880 ⇒ 00:35:30.290 bencohen: alright! We’ll we’ll just stay in there.
404 00:35:30.290 ⇒ 00:35:31.179 Uttam Kumaran: Okay. Okay.
405 00:35:31.540 ⇒ 00:35:32.840 bencohen: Alright. I’ll talk to you guys.
406 00:35:32.840 ⇒ 00:35:34.469 Uttam Kumaran: Okay. Alright. Thanks. Everyone.
407 00:35:35.240 ⇒ 00:35:35.899 Jakob Kagel: Thanks.