You'll Make More Money If You Can Code

Being able to learn marketable digital skills is sluggish and difficult — or so they say.
Adda Birnir noticed a gender divide between a media company's business and technical side (read: men) versus the editorial side (read: women). She created online tech education platform Skillcrush to give women a way to learn marketable skills that could lead to steady, high-paying jobs and relevant, satisfying work.
The five-year-old company teaches digital skills: We're talking about technical jargon, coding, building a website and understanding user experience. You do so by signing up for classes that are designed to be fun and done on your own time. But that wasn't always the format for Skillcrush.
"Our challenge is actually not convincing people that tech skills are really important," she says. "It's convincing people that getting tech skills is something that they can do."
Initially, Birnir and her team went to SXSW and seeded the first 250 people the old-school way: By beating the pavement and having heart-to-hearts.
But the next step — getting people to pay for the product — was a huge red flag.
Solution: Actually sitting down with dozens of users, one-on-one, to pinpoint what deterred them and what they hoped to learn.
This led to a lightbulb moment for the company, and it turns out users just needed some structure and a human touch.
"You can't take the human element out of learning, even when it's online," Birnir says. "You have to have instructor support."
So they created the first class, which was led by an instructor and adhered to a schedule (which you don't necessarily have to follow).
Using Skillcrush is like learning from your friendly, accessible best girl friend (not that it matters — about 25% of Skillcrush users are men). Buying into a class includes access to the Skillcrush 101 class lessons and group discussion, three 20-minute video office hour sessions with class instructors, downloadables, personal feedback and quick office hour sessions via Google Hangout.
Users are also placed in a community with their fellow students. This camaraderie, Birnir finds, really helps people reach their goals.
"The Skillcrush secret to success is that we have a really committed practice of always talking with our users and working with them to understand what their pain is, and how we can solve it," she says. "Whether your customers like what you're doing is top-of-mind at all times for any startup CEO."
Birnir calculates the company's growth by the amount of user engagement in the community. Users are what Birnir calls "hyper-engaged" — they stick around and effectively serve as TAs for newer students. One user even voluntarily copy-edits the entire website.
"A lot of our growth has come very organically, from word of mouth," Birnir says. "People will share within their company and we'll get 100, 150 employees all at the same company, signing up in one day."
Some of her own employees actually took it upon themselves to seek Skillcrush out because they believe in the company’s mission. Skillcrush employs more than a dozen minds — still relatively tiny, but with a big, big goal.
Watch the video above to see how Birnir grew Skillcrush from a noble idea to being the friendliest tech educator around.

3 Things to Consider Before Launching a New Product

Whether you're launching a product for the first time or revealing a new collection, the process of getting the word out and driving conversion can be intimidating and overwhelming. Once you consider naming your product, financing, manufacturing and marketing, the prospect of launching a new product can create stress for even the most level-headed and accomplished entrepreneur.
Below, we outline a few tips from industry experts about the important factors to bring into focus before launching a new product.

1. Determine What Customers Want

This may seem basic, but before you go through the trouble of developing and launching a new product, you should do considerable research to ensure that there is a place for your product in the market. You might have a revolutionary and awe-inspiring product in mind, but if no one is willing to pony up the cash for it, you're out of luck (and you've wasted the time and money you spent investing in your idea).
Alexis Ohanian addresses this issue in his book Without Their Permission, repeatedly emphasizing the importance of creating something people want.
"You've absolutely got to make something people actually want or they'll never stick around, let alone come back. So how do you make something people actually want? Start with a real problem. You've undoubtedly encountered products or services that have frustrated you.

Keep a notepad handy, and write down whatever is upsetting you. There's a good chance you'll find a business in those notes.

Keep a notepad handy, and write down whatever is upsetting you. There's a good chance you'll find a business in those notes." One way to ensure that your product is something people will actually purchase and use is to create a viable solution to a common problem that frustrates people. Mary Kate McGrath, editor-in-chief of PureWow, advises entrepreneurs and businesses to conduct thorough research before launching a new product.
"Do market research to make sure it’s actually a viable product for consumers, rather than just a cool idea that you think may work. Also, be very sure that you have the resources to sustain a new product launch before going to market. If you want your product to succeed, you have to give it legs — and being ready often takes more time than companies allow."

2. Be Discussion-Worthy

Image: Mashable composite: iStock, VasjaKoman Getting press coverage is essential in raising awareness for your new product — and with thousands of new products launching every year, you have to make sure yours stands out.
We spoke with Shannon Malone, director of product strategy at Warby Parker, to get some insight on how to get people interested in (and talking about) your product.
"We try to develop new products around a story that is discussion-worthy.

We often ask ourselves, 'Would people want to talk about this over the dinner table?'

We often ask ourselves, 'Would people want to talk about this over the dinner table?' Creating that conversation could mean collaborating with an interesting and unexpected partner like Ghostly International, hosting a fun event with Leith Clark or creating really interesting and shareable content — for example, the Cat burglar, a film we used to launch our Auteur collection." Whether you are providing thought-provoking or entertaining content, make sure it goes beyond the basics of why your product is new and deserves attention. Captivate your consumers with something discussion-worthy, and you'll not only secure press, but you'll also foster organic word-of-mouth conversation about your brand.

3. Be Transparent

As more products flood the marketplace, consumers face tougher decisions about where to spend their money. One way to attract consumers to your product is to be completely transparent and show them exactly where their money is going.

"The key to converting non-believers has always been transparency,"

"The key to converting non-believers has always been transparency," says Malone. "We try to be as communicative as possible about why we offer particular frames and what materials we use, and emphasize that we’re listening to and incorporating our customers’ feedback. Everlane founder and CEO Michael Preysman built his business on transparency. Encouraging customers to know where their products are coming from — and why they are priced a certain way — gives power to the consumer, and helps them feel confident about their purchases.
Image: Everlane When Everlane launched its new leather collection earlier this year, it faced the challenge of breaking into a new market with a higher price point and communicating the quality of its products online.
"We always face the challenge of conveying high-quality fabrics and materials online," says Preysman. "With our ‘Petra’ leather bag launch, we needed to convince our consumers that the leather being used from this particular factory is of the highest quality and construction. In this case, we increased the styling budget for the Petra’s photo shoot, and heavily educated our consumer on the Italian factory in which it was being produced."
Everlane has an entire page on their site dedicated to the factories where it manufactures its products. In the interactive map, you can click on the factories around the world and you'll get a detailed description of that factory, including pictures of the products in production, as well as background on the owner and materials.
Image: Everlane When customers know where their products are coming from, they often feel a greater sense of ease about their purchases — and this sense of security helps foster brand advocates who will likely tell their friends about their positive experiences.
Launching a new product is complicated, and the process varies considerably depending on what you're creating — but whether you're manufacturing physical goods or offering services online, these tips may help ensure the success of your product launch and can potentially make your brand more attractive to consumers.

4 Tips for Getting Press Coverage

At small businesses both old and new, many hats are worn behind the scenes. Press outreach is handled by an owner or manager rather than being outsourced to an experienced firm. To complicate things, PR strategies vary based on location and industry — choosing the best media outlet to approach is just half the battle. It's no surprise many small businesses find themselves in the dark.
But, getting press has powerful potential — the chance to get your product or service in front of people who may not only like it, but need it. Being coy with your offerings isn't only bad for business; it's unfair to people in your market who may be hoping to find something just like you.
Getting press relies on four key pillars, explains Michelle Ellis of Orapin Marketing: Always do research on media outlets, serve the media outlet's needs (and in turn, its audience) rather than being sales-y, keep your pitch as simple as possible and build a long-term relationship.
No matter if you have a big launch coming, or just continued solid service, it's never too soon to start letting people know. Here are four proven yet unconventional ways small businesses can garner press coverage.

1. Editorial Calendars

When you get press, it serves your business — but sometimes its easier to get your foot in the door when you focus on how you can help out the media outlet. Many publications plan themes well in advance and can offer an editorial calendar. For a local TV station, this could include events they plan to cover, while a monthly magazine might have seasonal themes. Once you've identified what they will be working on, see where your business can fit in and bring value — either through offering an expert point of view on a topic or by providing sources.
Local businesses can take advantage of local events that will garner media coverage by just attending.
"Never miss a photo opp," says Allison Kugel, creative director of Full Scale Media. Trade shows, charity events and yogurt shop openings are all possibilities — and photos can continue to build your image through blog posts, sharing on social media or to customers and partners.
Of course, what events you attend will depend on what market you hope to reach. Herb Palmer Jr., is a networking coach and author of motivational book The Lobster and the Chicken. He goes to car shows and fairs with a red wagon that has a wooden lobster trap with his book inside, and says he found it an effective method to gain media coverage.

2. Create Your Own Content

"A great way to get press is to diversify your content strategy," says Inna Kraner, managing editor for The Expert Institute.
Kraner writes articles on law and expert witnesses for the company website, but also covers marketing, startups and technology in order to bring a more diverse audience to the website. Becoming a thought leader on a topic can lead to expert interviews with press down the road.
"Producing legitimate research and useful information on topics of interest to your current and prospective customers is a great way to get positive media coverage that shows off you/your firm's expertise," says Michael J. Montgomery of Montgomery Consulting, Inc.
The fundraising consulting firm does an annual survey of fundraising conditions in its region, Michigan — and was covered this year by both MLive and Michigan Public Radio.

3. Do Good Deeds

One move that will endear you to both the media and the public is, of course, goodwill. Whether it's a large donation from a tech company or sponsoring a local organization, the possible media coverage can bring light to the other things your business is working on.
Adam O'Leary, president of Encite Marketing, says a painting company client started a charity event which rewarded one person each year with a free exterior home paint job. The event itself is newsworthy and builds on a previous relationship the company had built with a local reporter.
But with less resources, it's still possible to express your company's values.
"Constantly scan the news and see if there is any way you can hook yourself onto a developing story and how doing so will benefit the public," says Shaun Walker, creative director at Hero Farm. "This way, you take interest in something that has already garnered headlines.

If you take a stand with the story or issue, you can become a first mover, and then you easily become a shaker

If you take a stand with the story or issue, you can become a first mover, and then you easily become a shaker." Walker's agency did just that for a client, Snapfish. The company prints pictures and personalized books and decided to position itself as a preserver of memories when the NFL was suing New Orleans companies for using the phrase "Who Dat." Snapfish created a Facebook page entitled "Who Dat Nation Preservation Project," which hit an emotional chord. The page gained 1,921 fans and had 1,330 interactions over about two months, and the website saw 2,787 unique visits and 5,081 page views, with over 300 new user profiles created in two weeks.

4. Get Other Press

The most interesting thing about press outreach is that it isn't ever just a one-time sprint. Press coverage can snowball into more press coverage, so instead of going after your industry's leading publication, consider pitching smaller blogs or local news. People who work in media do read their competitors and may be looking for a source — if they see you featured in a story, they can assume you're accessible and may reach out.
Roy Sheppard, an author, pitched his book to UK's Daily Mail with a handwritten note, which turned into a feature. Later a reporter from CNN came across the piece, which resulted in a second interview and coverage.