99designs what can be learned from their success.
April 29, 2016
I have strong opinions on 99designs.
99designs is very successful. So let’s leave the baggage behind and try to examine why they are doing so well:
- They have made design more accessible by lowering prices and creating a newbie friendly system.
- They offer upfront pricing. Most design firms are crazily vague on this. MOST NEVER OFFER PRICING. Is a website really that complex to price? Is a logo that intimidating that you can’t even give a prospective client a range of pricing?
- Everyone loves getting options. All “contests” provide multiple options from multiple designers. What fun!
- They capitalize on the global market. Their designers are often in areas that have lower cost of living.
- They offer a money back guarantee. See the homepage screenshot. They mention the guarantee very prominently. (Do they still pay the designers for work if the contest holder decides not to pay?)
- They up-sell all over the place. You can pay for better quality designers, more concepts, you can pay for additional design materials, website etc.
- They highlight their designers best work very well. Conversely they hide the worst work fairly well too.
- Their own site and brand are designed well (They used to have a POS logo).
- They offer many categories. If a client is looking for something specific they don’t have to guess. If they need a tattoo and they see tattoo as an option in the nav then their biggest barrier to spend (uncertainty) has been resolved.