Published on November 14, 2013
BUILD A BRAND TO GROW YOUR BUSINESS
.CO is… WHERE BIG IDEAS BELONG ON THE WEB 2
.CO is One of the Fastest Growing Global TLDs in History Today more than 1.5 million domains registered in 200+ countries & territories worldwide July 2010 Overstock acquired o.CO March 2010 Twitter acquired t.CO August 2009 Concession contract awarded 2008 Formed company to compete to win .CO contract 2009 February 2011 .CO Super Bowl commercial – 110M viewers July 2011 Google acquired g.CO November 2012 Launched membership program April 2013 Reached 1.5M domains 1.5M 1.1M October 2013 2 .CO’s featured in New York Times Square 900K 650K March 2013 Nine .COs mentioned in TechCrunch in seven consecutive days 290K June 2011 Reached 1M domains 50K July 2010 .CO launched globally - 100K April 2010 domains first 10 95% of Fortune minutes, 300K in 500 register first 10 days 28K 2010 2011 2012 3 2013 WHERE BIG IDEAS BELONG ON THE WEB
It’s All About the Brand
We Asked Ourselves 3 Questions: 1. Who are our major competitors? • .COM, .NET, .ME, .TV, .ORG, .INFO, Facebook, Search… 2. What have our competitors done in the past? • • • Fought over “shelf-space” at registrars Competed over price Treated domain names like commodities / utilities 3. How can we change the game and do it better? • • Have a better product (-- we do!) Build a Global Brand! (--DE-COMMODITIZE!) WHERE BIG IDEAS BELONG ON THE WEB
The Ugly Search for a GOOD Name (both to left and right of the ‘.’) myhomebusiness.com Search Available Domain Extensions TAKEN .com TAKEN .net TAKEN TAKEN .org .biz TAKEN .bz TAKEN TAKEN TAKEN .info .us .me .mobi TAKEN TAKEN .eu .pro .tel TAKEN .tv .co.uk .us.com WHERE BIG IDEAS BELONG ON THE WEB 6
Our Vision: To be the premier space where innovation and opportunity flourish - the coolest “place to live” online. WHERE BIG IDEAS BELONG ON THE WEB 7
7 LESSONS LEARNED While Building Our Brand…
Brand Lesson # 1: To Build a Great Brand, You Need a Great Product Short and meaningful. It signifies .COmpany worldwide More than a Domain. With a .CO you get more than just a nameperks, benefits, support & community love! It’s available. Provides new and fresh inventory of domain names Real brands, real sites. trademark friendly policies and premium pricing ensure no domain ghetto Strong SEO. Endorsement by Matt Cutts from Google 9 WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 2: (While You Need a Great Product) - Your Customers Don’t Really Care About it. They Care About Themselves. So Focus On Them!
Brand Lesson # 3: Influential Early Adopters Can Help You Get Traction Fast Naval Ravikant “Mainstream awareness of .CO is building with huge brands like Amazon, Twitter, and Overstock; and so is awareness of entrepreneurs that their next domain doesn’t need to be 23 letters long or lack vowels.” Dave McClure “.CO is quickly becoming the hot new geek TLD in Silicon Valley…With .CO, startups can launch businesses and brands on a short, cool, credible domain name -- without having to shell out a million bucks to do it.” 11 WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 4: Don’t Try to be All Things to All People – Target the Right Customers Innovators & Trend Setters Disruptors of the status-quo Early Adopters Design conscious and eager to try new technology The Masses They go for what works High Profile Use Cases & Business Development Web Entrepreneur Trickle Down Effect Tech stars Consumer Events & Sponsorships SMB Channel Sales & Marketing 12 WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 5: Great Partners are Force Multipliers That Will Help You to Succeed Incubators & Accelerators Event & Media Companies Communities & Co-working Spaces 13 WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 6: If You Love Your Customers. They Will Love You Back. 14 WHERE BIG IDEAS BELONG ON THE WEB
WHERE BIG IDEAS BELONG ON THE WEB
India Companies, Startups and Entrepreneurs Littleeye.CO Eventifier.CO Profiler service for Android based smartphone applications. Analyze and archive event media. TheGraffiti.CO TechCurry.CO A brand consultancy agency. A blog about the India market written and produced in the UK. Thunk.CO A green community site. Samagra.CO Provides sanitation and clean energy to the urban poor living in the slums of India. Select examples. For a directory of .CO users, visit our website. WHERE BIG IDEAS BELONG ON THE WEB 16
Brand Lesson # 7: Don’t Listen to the Naysayers. Let Your Success Silence the Critics! 17 WHERE BIG IDEAS BELONG ON THE WEB
Crystal Peterson - Crystal@go.co Director, Global Sales & Channel Marketing @dotCO /dotCO WHERE BIG IDEAS BELONG ON THE WEB
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