Scrybe, which I use as my calendar and which I follow with interest as an example of a Web 2.0 startup, got much better at blogging just over a month ago. After a very viral video (which can still be seen at its home page) got it off to a spectacular start, Scrybe made a bad impression in three ways.
First, it fell behind its aggressive schedule for rolling out phases of function. Second, it generated resentment among people who waited months for an invite to the beta. Third, it failed to communicate.
Sabika, Scrybe’s main blogger, has I think eliminated the last of these bad impressions, and in doing so has also addressed the first. Scrybe is now more transparent about revising schedules, and about other things. I don’t mean to imply that there is only bad news for Sabika to blog about. For example, today’s post tells us that Scrybe is one of Gartner’s “Cool Vendors in PC Technologies, 2007.”
The same post tells us that thousands of new invitations to the beta will be going out soon. This is further progress on mending the second of the three bad impressions.
Floating down my river of news next to the Scrybe post was yet another excellent post on Read/Write Web: Emre Sokullu on How to market your web app. He starts off with the observation that the traffic to a Web 2.0 site often looks like this graph, with the peak coming from a writeup on RWW, TechCrunch, or the like.
Emre argues that some sites shouldn’t try for the TechCrunch bump early on. A site such as Dogster should develop its niche, and hence the content provided by its users, before going for the TechCrunch bump. In other words, it should wait.
A second strategy is to walk. I’d say that Scrybe walked, but couldn’t cope with the pace it had promised or the size of the crowd who wanted to follow it. In other words, it stumbled. What’s worse, it didn’t communicate clearly, so it mumbled while it stumbled. It’s doing better now.
Emre identifies a third strategy for marketing a web 2.0 app: run! I’ll leave it up to his post to tell you about it, although I will tell you that his post implies the strange equation: wait + walk = run.