The story of one failure, or why the "Site Nanny" will wait

    Our gender specialist Natalya Prokofieva looked at the calendar, saw Friday, the 13th, waved her hand at everything and decided to tell - for a change - not about successes, but about failures. More precisely, about one failure to launch a new product.

    We do not ask for repair money, we will repair it ourselves, but we will share our experience with you.

    How we came up with "Site Nanny"

    In RuNet there are many obscure and confused sites on which links do not work, pictures "about nothing", texts are written illiterate and clearly not to be read. And we wanted to change that.

    We sometimes communicate with the owners of small Internet businesses when they come to us for consultations. They have to recommend the simplest things:
    - put the phone number in a prominent place;
    - correct errors in the links;
    - make texts “for people”;
    - increase the font, etc.

    In general, just keep an eye on the site so that it is well-groomed, clean and vibrant.

    In response, we hear about the same thing: “Who will do all this? The programmer is not interested, but the secretary is not coping. I have no time. Employing an employee is expensive. ”

    These "unkempt" sites just need a nanny. A kind of Mary Poppins: so that she could keep an eye on the fact that the scarf is tied, his nose wiped and lessons have been done.

    We decided that Pavlov ’s Dog could occupy this niche.

    So there was "Saytonyanya" - a service to clean untidy sites.

    Sites - who are they?

    First of all, we decided on the nannies: who will work, and what they should be able to do. We needed each site nanny to:
    - correctly write in Russian;
    - not afraid of computer technology;
    - She was able to independently search for information and apply it;
    - easily communicate with people;
    - I understood that in such work I would have to learn something new all the time;
    - I wanted to work on freelance.

    We did not see such performers on the market and decided that we would study them ourselves.

    We invited women of 35 years and older with higher education to study.

    Why women? In fact, the path was open to everyone, but - you must admit, it’s not in the nature of men to seek out and correct endless minor mistakes without a chance of “career growth”.

    Why is older than 35? We reasoned as follows:
    - when they studied, their education was better, it would be easier to find competent people;
    - they are more stable - life has already taken shape;
    - they are not spoiled by money and are ready to work for a small fee;
    - they are adults, independent and responsible.


    We made tests for selection for training. We watched literacy and the ability to work with technology. Got a curious statistic.

    140 people completed the test task.

    Disgusting - 27
    Average scall - 41
    Slightly above average - 48
    Good - 21
    Excellent - 3

    Those who received “good” and “excellent” were invited to study.

    Training program

    - acquaintance with the most popular types of CMS;
    - creating your own website on one of the platforms;
    - photo processing in a graphical editor;
    - HTML basics.

    - creation of texts “for people”;
    - what is the office, and how to deal with it;
    - proper formatting of texts: lists, paragraphs, tables.

    - the basics of usability;
    - attendance counters and analysis of statistics;
    - business correspondence rules;
    - Dropbox;
    - SEO hygiene: tags, titles, hyperlinks, keywords, etc.

    Course duration - 2 months.
    Classes 2 times a week for 2 hours plus homework.

    At the same time, we formulated the concept:
    - described the product: what and how we will do, and what we will not do;
    - calculated the cost of work;
    - decided on the price of work;
    - made a commercial offer, contract and annex to it;
    - made a website;
    - prepared everything for launching contextual advertising.

    So, we learned the first group of students, launched an advertisement.

    Launch of Saytonyany

    Send the first customers. That was in April 2013.

    At first, the description of the service looked like:
    - our employee will look at your site;
    - make a list of urgent / important work on the site;
    - Sort work into blocks: texts, photos, technologies, general site hygiene;
    - agrees with you the list and order of work;
    - start work on the list, starting with the most urgent;
    - every week it will send you a report on the work performed and the time spent;
    - after the hours you have paid will end the work.

    What the site nanny does:
    - does not write SEO texts;
    - Does not engage in advertising and promotion;
    - does not program.

    They sold the service in packages that included a certain number of hours of specialist work.

    Transformation Services

    The problems we encountered can be divided into four categories.

    Problems with customers:
    - your idea of ​​urgent / important work (“this is necessary for the SEO”, “grammatical errors are nonsense and not important”, etc.);
    - misunderstanding of what the time is spent on: used to paying according to the result, and not for the time spent;
    - “easy” attitude to the property of others (“take pictures from other people's sites”, “take the text away from somewhere, what should you change a few words?”);
    - communication difficulties: the customer does not have time to talk with the site nanny.

    Problems with site nannies:
    - lack of proactivity;
    - self-doubt and, as a result, deflection under any pressure of the customer;
    - fear of mistakes: they hid tensions with the customer to the last;
    - understatement and, as a result, a misunderstanding of the consequences of their actions: they climbed into the code when not needed, did not do what they could.

    Problems with the service:
    - the customer did not understand the boundaries of the service: where are the problems solved by the site nurse, where is the work of a highly qualified specialist;
    - to solve urgent / important problems requires the intervention of a programmer. Often the texts need not be put in order, but completely rewritten. And all this is other specialists and other money.

    Problems with monetization:
    - because of the novelty of the service - the high cost of sales and transaction processing;
    - we had a too personal approach for such a service (we spent too much time on each customer after the sale).

    How did we solve these problems

    We list the changes in the order in which they appear.

    We put it on a dedicated employee to compile and agree on a list of urgent / important work on the site. The same employee should indicate the approximate lead time for all works.

    We found a freelance programmer and signed separate annexes to the contract for his services.

    We began to sell the writing of new texts according to another annex to the contract.

    Made amendments to the contract:
    - we do not use other people's materials;
    - we are not responsible for the speed of the work if the customer does not get in touch;
    - within two weeks from the date of the start of work, you can change the site nanny or get an advance payment back and close the contract.

    They made a calculator for fixed price work on the site. The customer had a choice: to pay for the hours of work of the site monitor or to calculate the cost of individual works.

    It was possible to put a lot of things into the calculator: how many pictures needed to be added, how many links to put, in how many texts to correct errors, etc. The calculation was based on the CMS on which the customer’s website was created.
    A long and, as it turned out, nobody needed work. The calculator did not take root.

    The latest service option: “Baby Monitor for rent”

    The site nanny tidies the site on the instructions of the customer, that is, without initiative, does what the customer considers necessary. The annex to the contract records what work she will perform and what she will not do in any case. For example, it is strictly prescribed that the site nanny will not program and write SEO texts.

    - the baby monitor works no more than 10 hours a week;
    - minimum term of work - 1 month;
    - the customer has the right to return his money within the first two weeks of work;
    - The cost of work is 20,000 rubles per month.


    In total there were more than 40 projects, of which 12 were unsuccessful. There were also very successful ones: the customers returned and wanted to continue the work.

    In April 2014, the sale of Saytonyanya services was suspended.

    Two main reasons
    1. There is a famous bike about three types of sales: a long hunt for a large beast, a hunt for medium animals or an attempt to shoot a lot of small animals.
      It turned out that we equipped ourselves with a large beast, and hunted for a trifle. We are used to working with large customers using bulky tools familiar to us and were unable to restructure our business processes for other introductory ones.
    2. We made a mistake in selecting and preparing site nannies. Some of the wrong people were picked up and the wrong accents were placed in the training.

    We solved the remaining questions. But the solution to these two required too many resources (people, money and time).

    We calculated the costs and decided to cover the project for now.
    We really hope for a while.
    It seems to us that our idea was cool.
    And now we already have an understanding: what, how and who should be taught.
    There is an understanding of how to build such sales “on the stream”.

    We will gather our strength, find and hire special people to develop the product, and make a “puppy” “ Pavlova Dogs ” that will serve small customers.

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