Transforming Digital Signage: The Story of ScreenCloud's Innovative Approach to Business Communication
Company profile
Company business details
Motivation to build the product
The founders were motivated by the need to simplify the process of displaying content on screens, particularly in environments where effective communication is crucial. They recognized that many businesses struggled with complex installations and wanted to create a solution that was accessible to all, regardless of technical expertise.Problem that their product solves
ScreenCloud solves the problem of managing digital signage content across various environments, making it easier for businesses to display key metrics and information without expensive installations. The end users include small to medium-sized businesses (SMBs) and larger enterprises that need to maintain effective communication with customers and employees, especially during challenging times like the pandemic.Their unfair advantage
ScreenCloud's unfair advantage lies in its ability to leverage consumer hardware like Google Chromecast and Amazon Fire TV, making it a cost-effective and user-friendly solution for digital signage compared to traditional systems that require expensive installations.Strategies
Pre-Launch (Product Development & MVP)
Community Engagement through Video Blogging
In April 2014, Mark McDermott and his team at Screen Cloud began documenting their journey through a video blog aimed at their customers. This initiative not only shared their vision for the product but also engaged potential users early on. By putting out a video of their prototype, they received strong feedback and interest from the audience, which helped validate their concept before the official launch.
Identifying Market Opportunity
The founder identified a gap in the market for a simple, software-based solution for digital signage, akin to Mailchimp for screens. This realization came while trying to solve an internal problem in their office, where they needed to display key metrics on screens. They discovered that existing solutions were overly complex and expensive, primarily targeting large commercial installations, which left a significant opportunity for a more accessible product.
Launch Stage
Free Trials for User Acquisition
Upon launching Screen Cloud, the company offered free trials of their digital signage software. This strategy allowed potential customers to experience the product without any financial commitment, which significantly lowered the barrier to entry. The free trial model encouraged users to explore the platform, leading to organic growth as satisfied users began to adopt the software within their organizations.
Customer-Driven Product Focus
After launching the initial product, the founder experienced unexpected demand from customers who expressed a strong need for the solution. This feedback prompted a strategic pivot where they decided to focus solely on this product, shutting down other side projects to concentrate their efforts on meeting this newfound demand.
Growth Stage
Content Marketing Investment
From the very beginning, Screen Cloud invested heavily in content marketing to attract users. They created valuable content that addressed common pain points related to digital signage, which helped them rank well in search engines. This approach not only drove organic traffic to their website but also established Screen Cloud as a thought leader in the digital signage space, further enhancing their visibility and credibility.
Learn more about ScreenCloud
Mark McDermott- How he transitioned from running an agency into a full-time CEO at ScreenCloud
Making the pivot upmarket with ScreenCloud’s Mark McDermott
