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Bradley Brown

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Bradley D. Brown - TUSChttp://www.blogger.com/profile/00794391896843627861noreply@blogger.comBlogger139125
Updated: 2 hours 47 min ago

Elephants and Tigers - V8 of the Website

4 hours 28 min ago
It's amazing how much work goes into a one page website these days!  We've been working on our new version of our website (which is basically one page) for the last month or so.  The content is "easy" part on one hand and the look and feel / experience is the time consuming part.  To put it another way, it's all about the entire experience, not just the text/content.

Since we're a video company, it's important that they first page show some video...which required production and editing.  We're hunting elephants, so we need to tell the full story of the implementations that we've done for our large clients.  What all can you sell on our platform?  A video?  Audio books?  Movies?  TV Shows?  What else?  We needed to talk about our onboarding process for the big guys.  What's the shopping cart integration look like?  We have an entirely new round of apps coming out soon, so we need to show those off.  We need to answer that question of "What do our apps look like?"    Everybody wants analytics right?  You want to know who watched what - for how long, when and where!  What about all of the ways you can monetize - subscriptions (SVOD), transactional (TVOD) - rentals and purchases, credit-based purchases, and more.  What about those enterprises who need to restrict (or allow) viewing based on location?
Yes, it's quite a story that we've learned over the past few years.  Enterprises (a.k.a. Elephants) need it all.  We're "enterprise guys" after all.  It's natural for us to hunt Elephants.
Let's walk through this step-by-step.  In some ways it's like producing movie.  A lot of moving parts, a lot of post editing and ultimately comes down to the final cut.
What is that you want to deliver?  Spoken word?  TV Shows?  Training?  Workouts?  Maybe you want to jump right into why digital, how to customize or other topics...

Let's talk about why go digital?  Does it seem obvious to you?  It's not obvious to everyone.  Companies are still selling a lot of DVDs.

Any device, anywhere, any time!  That's how your customers want the content.

We have everything from APIs to Single Sign On, and SO much more...we are in fact an enterprise solution.


It's time to talk about the benefits.  We have these awesome apps that we've spent a fortune developing and allowing our clients to have full branding experience as you see here for UFC FIT.


We integrate to most of our large customers existing shopping carts.  We simply receive an instant payment notification from them to authorize a new customer.


I'm a data guy at heart, so we track everything about who's watching what, where they are watching from and so much more.  Our analytics reporting shows you this data.  Ultimately this leads to strategic upsell to existing customers.  It's always easier to sell someone who's already purchased over a new customer.


What website would be complete without a full list of client testimonials?


If you can dream up a way to monetize your content, we can implement it.  Credit based subscription systems to straight out purchase...we have it all!

What if you want to sell through affiliates?  How about selling the InteliVideo platform as an affiliate?  Our founders came from ClickBank, so we understand Affiliate payments and how to process them.


Do you need a step-by-step guide to our implementation process?  Well...if so, here you have it!  It's as simple as 5 steps.  For some customers this is a matter of hours and for others it's months.  The first step is simply signing up for an InteliVideo account at: http://intelivideo.com/sign-up/ 

We handle payment processing for you if you would like.  But...most big companies have already negotiated their merchant processing rates AND they typically already have a shopping cart.  So we integrate as needed.

Loading up your content is pretty easy with our platform.  Then again, we have customers with as few as one product and others with thousands of products and 10s of thousands of assets (videos, audio files, etc.).  Most of our big customers simply send us a drive.  We have a bulk upload process where you give us your drive and all of the metadata (descriptions) and the mapping of each...and we load it all up for you.

Our customers can use our own sales pages and/or membership area...or we have a template engine that allows for comprehensive redesign of the entire look and feel.  Out of the box implementations are simple...


Once our clients sign off on everything and our implementation team does as well...it's time to buy your media, promote your products and start selling.  We handle the delivery.


For those who would like to sign up or need more information, what website would be complete without a contact me page?  There are other pages (like our blog, about us, etc), but this page has a lot of information.  It's a story.  At the bottom of the page there is a "Small Business" link, which takes you to the prior version of our website...for small businesses.


As I said at the beginning of this blog post...it's amazing how much thought goes into a new web page!  We're very excited about our business.  Hopefully this post helped you think through how you want to tell the stories about your business.  How should you focus on your elephants and tigers?  How often should you update your website?  Go forth and crush it!
This new version of our website should be live in the next day or so...as always, I'd love to hear your feedback!

Elephant Hunting

Wed, 2014-12-17 11:00
Most every startup that I've watched (and been part of) has grand plans of virality.  Build it and they will not just come to you, but they will flock to you!  There is a dream that what you have built is going to change the world and it's going to be so obvious to everyone that they will want to share the news with all of their friends.  It's a good dream and there is a dose of reality that hits you dead in the face at some point.

When I started InteliVideo, it seemed SO clear to me that we had developed an amazing offering that everyone would tell all of their friends about us.  It was also clear to me that all of my friends who were in the training business (doing training in person or virtually - via WebEx) would choose to start offering their training through our platform.  After all, they have a brand, they have a customer base and they want to provide their training to their customers.  They certainly don't want to put their training into YouTube and serve it up for free.  They certainly don't want their customer to watch their training and then at the end of the video for them to see 10 of their competitors videos to choose from.  This seemed so obvious to me.  But...it clearly wasn't clear to them because they didn't flock to our platform - even though I offered it to them repeatedly.

After all, I knew just how easy it was for me to create my content (i.e. record a video lesson), bundle up a series of lessons into a product, set a price and away I went, selling my training online.  I knew just how excited and energized many of my students were to be able to watch my training.  They could watch it one time or 1000 times - at their own learning pace.  I could see their progress!  In fact, I knew that many of students came to me and asked for additional custom lessons, which I charged them a consulting fee to produce for them (i.e. $200 for one lesson).  I set up the lesson at $200 in the platform (without any videos in it), asked them to pay for the lesson, then I recorded it and attached it to the product...and reduced the price of the lesson for future purchasers to $15-25.  In other words, I created new content for a fee AND I was able to sell it time and time again.

You see, I've written 6 technical books (on average about 1000 pages each) that took 6-12 month of my life to write.  Sure, it generates credibility in a subject area, but it doesn't generate a lot of direct revenue.  Whereas recording and then selling a video-based course requires less than one one hundredth of the effort of writing a book for the same, actually better output.

Where am I going with all of this?  Well...after trying to convince 1000s of small business owners that they should use our platform, offering them free trials to see just how easy it is, talking endlessly about what's in it for them, we concluded that this futile effort of virality is insanity.  The common definition I hear for insanity is doing the same thing and expecting different results.  We continued to try to convince people - sure with more convincing messages - but the "conversion rate" (the number of people who signed up and were successful) was not good.

When we stopped and looked at who are real customers are that generate real revenue, we quickly discovered that they are what we might refer to as elephants.  Big companies who completely understand how to develop, curate, sell, and ultimately deliver valuable content to their customers...who buy from them time and time again.

So we changed our approach and our website to communicate to the elephants.  This new approach will go live today.  The "old approach" will show up as a "Small Business" link at the bottom of the page.  The new approach explains the deeper details of integration, APIs and things that are important to the larger companies who know to sell their valuable content.

We've had GREAT success with our elephants and we're VERY excited about where they are taking us!  We have a TON of new functionality that we continue to roll out each week.  We have integrated with a number of shopping carts.  We've created a new template system that will allow us to create a completely different look and feel for each of our clients.  We're launching a whole new series of brandable apps in the next few weeks.  We completely understand just how important our apps are to our success and have spent a fortune recreating our apps from the ground up.

It's been an exceptionally gifted ride over the last year.  We finalized our series A round this summer. Startups are an adrenaline junkie's dream job.  One day you're riding high on your laurels of success and the next day you're wondering how you're going to get to a cash flow positive position.  All the while, life, real life goes on.  Your family continues to age, grow up, build their own businesses and maybe you're not out having as much "fun" as you might like to.  For me that translates to not riding my dirt bike or snowmobile as much as I would like.  But I'm having fun in the business - that's the tradeoff.

That's what I call opportunity cost.  Each day you could be doing what you're doing or something else.  Take a minute to think about the cost of what you're doing right now.  Should you be hunting virality or elephants?

Why is Your Data, Your Brand, Your Customers Important (to you)?

Mon, 2014-09-01 22:10
We often talk about how the data is yours, but what does that mean?We mean what we say.  We don't mix words.  We don't spin words.  It's plain and simple, the data is yours.  The data about who bought what, who watched what, who owns which products, etc. - it's all yours...not ours.  We can't send your customers an email (unless it's from you telling them thank you for their purchase or upselling them).  We can't sell your data to others.  If you want your data, we'll send you your data.  There are no strings attached.
We talk about how we help you maintain your brand, but why is that important?Sure, you can (and might want to) put your video products into a marketplace like iTunes or Amazon. When you do this, it's no longer your branding, your look and feel, your customer or your sales - it's theirs.  If I were to put my technical training courses such as my iPhone training into iTunes, when someone searched for iPhone training - once they found my training, they could easily get distracted by others offering iPhone training.  However, when they come to my InteliVideo site, they will see my content, marketing message and exactly what I want them to see - not 100 offers for iPhone training.
We talk about how customers are your customers, but why is that important to you?It's important to you because you want to sell future products to your customers.  You will likely want to upsell your customers.  You will likely want to minimize communication to your customers so that when you target them, you're successful.  It's your customer list to do with as you wish.  This should be important to you.  You WILL NOT get this in a marketplace.

Geo What?

Fri, 2014-08-29 23:54
You might hear the term geo something from time to time.  Geospatial is the full word, which means data associated with a particular location.  A location in the world can be identified by a latitude and longitude number.

Maybe you heard the terms geo blocking and/or geo white lists.  Geo blocking means that you want to block a specific location in the world.  A geo white lists would mean that someone only wants to allow specific locations (or areas) in the world to have access.  In other words, you allow access to everyone unless blocked or you can deny access to everyone unless you allow access to a location.

Geo Blocking Example
Let's say you have a deal where you have distribution rights for everywhere BUT the Philippines because that area is owned by someone else.  This is an example of geo blocking.  Everywhere in the world is allowed to buy your product EXCEPT someone located in the Philippines.

Geo White List Example
Let's say you have a deal where you have distribution rights for North America only (i.e. nowhere but Canada, United States and Mexico).  This is an example of a geo white list.  Everywhere in the world is NOT allowed to buy your product UNLESS someone is located in North America.

At InteliVideo we support both Geo Blocking and Geo White Lists.

New Revenue Opportunity for Video Producers and Videographers

Fri, 2014-08-29 09:38
I absolutely love it when we're able to generate income for people who share their knowledge through our platform.  Take my technical training videos (on Oracle Application Express) for example.  It's so cool that I can produce a set of videos, upload it into our platform and sell the material to people around the world - and I get to maintain my brand (I'm not lost in a marketplace) on my own website.  Anyone can be making money in no time.  We see it happening EVERY day!

At the same time, most videos (at least professional videos) are produced by a videographer.  My good friend Will and I used a videographer to create our Sled Like a Pro series which teaches people how to snowmobile.  Traditionally, videographers charge a fee for creating, producing, editing a video.  They might charge $50/hr or $200/hr (or more).  But once the video is finished, they typically turn their work over to someone who creates a DVD or simply uses it as they wish.  Photographers on the other hand often retain the rights to the photo and how you use it.

As a producer of video, what if you could negotiate a royalty on all revenue generated from the product you produced?  What if you could do this without impacting the price of product?  With InteliVideo we allow you to do this.  If you're a reseller of the InteliVideo platform, you'll receive 10% of the net revenue generated - whether it's platform fees or video/product sales.

Be a reseller for InteliVideo!  Sign up for a free account and let us know you're a videographer and that you have an interest in being a reseller.  We'll get you all set up.  We'll provide you with a URL that you can distribute in your emails, which will make sure you get credit for everyone who signs up.

Here's the best part.  Your customers will be able to provide their customers with exactly what they are looking for!  Our platform allows the end customers to watch videos anytime, anywhere.  They can download their video and watch it on a plane, train or automobile.  We protect your customer's content too, so only the app on the device can access the video.

Sign your customers up today!