We wanted to increase the number of people who are exposed to our product by offering a free trial.

Trial duration: We looked for both qualitative and quantitative feedback from our users in order to clearly define the ‘aha!’ moment for our product, and make sure the free trial gives them just enough room to reach that point.

Result: 14 days (2 weeks).

Free trial extension: For users who didn’t find time to test their product within the first 2 weeks.

Result: free trial extension from 14 days to 30 days.

We spend a week outreach as early as possible our potential customers.
We reach out to a subset of customers. We targeted ING Tech, which have distributed teams working in financial market. This target gave us the opportunity to reach 'young' teams that doesn't have a QA process already set. We guided our customers through our sales process from start to finish, while showing them the value of our product.

- We asked questions on user stories. Because we saw that the main focus is on solution, we know that our product will have success.

- Q&A about features, pricing and next steps:

- Our Businnes Model:

• We set a 14 days free trial to get customer’s attention.
  
  
• FREE: 1 Parallel Test Run, but: Wait in queue for free customers
  
  
• Subscribers get dedicated Selenium nodes
  
  

- Every two weeks (sprint), we sheduled demos in order to achieve the desired amount of credibility and good feedback

To whom we sold

We agreed upon with 3 teams from ING to buy our product:

Summit

Murex

IPA - ING Pricing Architecture

Their scopes are: development of payment solutions for wholesale branches and development of financial market technologies.

Our strategy:

We spoke about our product, often as dramatically as possible, in terms of how it will benefit them. We described the need the product will immediately fulfill, offering a vision of the wonderfully satisfied customer living in their QA career.

We put accent on Price / Speed / Quality.

We gave them the option to use our ATF for free for 14 days. We helped them to ensure they use our framework at its full potential.

Our recipe for success: We get the tests to pass and then re-examine the tests to make them more efficient where we can, and get development’s buy-in to help us do so where we can’t.