Tech Bound #33: David Fallarme, Jobs-to-be-done, Youfoodz, controversial link building

6 min read

Hey friends,

three things:

First, I have an awesome guest on this month: David Fallarme, Head of Marketing SEA & India @ HubSpot! Really loved his articles.

Second, while doing some research for a new article I’m writing I found this piece by Clayton Christensen, in which he covers his famous jobs-to-be-done framework:

The basic idea is that people don’t go around looking for products to buy. Instead, they take life as it comes and when they encounter a problem, they look for a solution—and at that point, they’ll hire a product or service.

The key insight from thinking about your business this way is that it is the job, and not the customer or the product, that should be the fundamental unit of analysis.”

When I read that I thought about when and where you read Tech Bound and what you use it for.

Tech Bound started out as a list of curated links and then evolved to this super long Email, that’s pretty much a blog post now. The goal was always to provide information, inspiration, and education. However, I feel like the format is a bit chewy right now.

After all, most people reading – you – are founders, CMOs, VPs, and directors. I don’t think you always have the time to read all this.

That’s why I’ll trim Tech Bound down a good bit in the Email and provide a fuller version on my blog. That allows you to get a shot of information and inspiration but gives you the choice when you want to eat the full tasting menu.

You find a link to the full version of Tech Bound at the top and below the intro of the case study, as you can see. In the next episode, I’ll do the same with all sections except the link list at the end.

If you strongly disagree and want things to stay they are, please let me know with a quick reply to this Email.

Third, I also took some notes during WWDC a.k.a. fired a Tweet storm.


– Guest of the month

David Fallarme of Hubspot

The way the internet is today, with its bite-sized content and quick hits of dopamine, robs us of our ability to see the bigger picture.

That’s why I’ve lately become obsessed with first principles, frameworks and trying to make sense of the world. The links I’ve shared below reflect this obsession.

I hope you enjoy – tweet me @davelocity if you want to chat about any of these!

How To Pick a Customer Acquisition Strategy That Will Get You To $100M

I wrote this because I got tired of reading about “growth hacks” and “best practices” that aren’t properly contextualized. What works for Company X can be a poison pill for Company Y. In this article, you’ll find a framework that tries to make sense of all the marketing tactics you see online, and how to apply it to your business.

Bloomberg Cornell Tech Series: A Conversation with Chamath Palihapitiya

I’m a big fan of Chamath (lead growth at early Facebook) because he’s a contrarian, first-principles thinker that doesn’t care about what others think. He’s also like me, a first-generation Canadian immigrant. This video interview has everything, from ways to clean up your reasoning to a criticism of the social order we live in today.

10 Year Futures (Vs. What’s Happening Now)

Benedict Evans zooms way, way out and contextualizes today’s tech developments with that of the past eras, with some ideas that help frame what’s coming up next.

The Clearest Articulation of a Marketing Roadmap

A really elegant marketing framework from Tomas Tunguz that helps you quickly see the forest for the trees. If your marketing strategy is in a rut, run it through this template. I seriously think you could take this slide and build a consulting practice on it.


– Case Study

How Youfoodz grows +3,846% Over 14 months In a Competitive Market

I wrote a thang on Referral Candy about Youfoodz, an Australian food delivery service that grows aggressively.
In the article I explain the four levers such companies need to pull to be successful:
  1. Product-Market Fit
  2. Churn
  3. Customer Acquisition Cost
  4. Brand
As smart Tech Bound reader, you might have caught that this looks a lot like what SaaS companies should pay attention to. And you’re right!
The interesting point about Youfoodz is that they compete in a highly competitive market. The competition is fierce and lots of well-funded companies have already gone down. But everything points at Youfoodz being on the right trajectory and their referral program has something to do with it.
In fact, they make millions of Dollars with referral marketing and perform 2x good as regular referral marketing programs.
They pair it with multi-million Dollar media campaigns that are extended to influencer marketing campaigns.
They do well on SEO, built co-marketing partnerships and interact with customers on social media.
And they are really good at reducing friction. Customers aren’t force to subscribe, they can decide the frequency of their orders, and can pay flexibly.
Key lessons
  1. Find and keep Product-market fit
  2. Build a strong brand
  3. Keep churn under control and increase retention
  4. Reduce CAC as soon as possible

Your weekly dose of awesome content

Kwasi Studios: How Long Should Your Blog Posts Be?
This data suggests that, for blog posts, 1,500-1,999 words is a sweet spot for attracting both traffic and links. Given the drop off in links and mild improvement in sessions, it would appear that the additional efforts to write content longer than 2,000 words will not return commensurate results.

Digital Ocean: Introduction to the DOM

Marie Haynes: March 9th Google Update

AppCues: Why User Onboarding is the Most Important Part of the Customer Journey by 2.6x

Agorapulse: Will Evergreen Content on Facebook Hurt Reach?

Parsely: Google adopting the strategies that made Facebook successful in news referrals

Chartbeat: Mobile Direct Traffic Eclipses Facebook

Animalz: How to Make People Care About Your Content: Find the Right Angle

YCs essential startup advice