Casey has been working in online growth for just over 10 years. He started working in online classifieds with a company called Classified Ventures, which was Photo Background Removing also busy building lots of new insider businesses. After learning about all the initiatives that grow an internet-based business, like paid search, organic search, and email marketing, Casey started working with them directly. After Classified Ventures, Casey went to GrubHub as its first-ever marketing hire. They were already in three cities with $1 million in Series A funding, but they needed someone to help them go national. There, Casey focused on growing the consumer side of the business through organic search, paid search, email, conversion optimization, loyalty programs, TV ads, etc He helped them grow from three to 600 cities. They've also acquired a bunch of other companies along the way, and after going Photo Background Removing public in April 2014, they're now valued at over $2 billion on the public markets. After that success, he decided he wanted a change of weather from cold Chicago to sunny California and ended up on Pinterest.
There he leads the growth team of engineers, designers, product managers and analysts. Today, they are particularly focused on international Photo Background Removing growth. Pinterest is already a 40% international service, but they really want to be mostly international. Growth trends that continue from start-up to start-up When you have lots of content and pages of content, Casey says, search can be a very effective way to grow a business. But the cornerstone of creating an organic search strategy, Casey says, is figuring out how to organize your content the way people search for it, so if they land on your page, it improves their experience. And to scale, you need to be able Photo Background Removing to do that without manually organizing each page. For example, GrubHub was all about creating a page that told people everything they needed to know, showed them restaurants that delivered in their neighborhood, how to order, and more.
Then they had to figure out a way to scale it that would work for any neighborhood, zip code, college campus, or city someone might be in. A big part of that was creating a back-end system that allowed them to see when they had enough restaurants in a certain Photo Background Removing location to open a page, or enough Chinese food in a certain city to open a page specifically for that. Differentiating one online listing service from another: the race for innovation When GrubHub started, it didn't focus so much on online ordering as it did on simply showcasing all the restaurants that would deliver in your neighborhood. Over time, online delivery became the strongest value proposition they needed, which adapted this service offering. But after a while, their Photo Background Removing competitors caught on, so they had to embrace a new, stronger customer service value proposition. To do this, they promised that GrubHub would take ownership of the order regardless of the problem: if the food was late, the wrong item arrived, it didn't taste good, etc. With most startups, Casey says, if you do something that works and grows faster than others, your competitors will respond.