The 7 Best Strategies for D2C Brands

D2C companies, by definition, take out the middleman and sell their products “direct to consumers.”

In many ways, this seems like an obvious choice. You sell your product straight to them and cut out any fees required with wholesale and other sales platforms. Plus, you don’t have to charge markup fees to cover those additional costs, so you can keep the prices low for your customers.

The hiccup comes with marketing. Stores you could be selling wholesale to have the advantages of customer loyalty, brand recognition, a diverse inventory, and convenient locations.

With D2C, you have to find those customers and convince them to buy directly from you, rather than grabbing that item the next time they are out shopping.

It can be a challenge, but when done right, it can be worth it.

Examples of D2C Brands

We live in a world of disrupters. As a result, many of the most popular D2C brands tend to have a rebellious or revolutionary angle to their product or service.

1. Dollar Shave Club

Examples of D2C Brands - Dollar Shave Club

Dollar Shave Club is the epitome of D2C brands because their product is often a last-minute purchase. Razors for shaving aren’t often something you search the internet for.

Dollar Shave Club found a way to directly sell in a way that also helps their customers avoid the inevitable: Forgetting to add it to their shopping list or not realizing they need it until it’s too late.

2. Warby Parker

Warby Parker isn’t the first D2C eyeglasses company, but they are one of the first to make it cool.

Eyeglasses are often sold wholesale in doctors’ offices after appointments. Offices have captive audiences, and eyeglass sellers can connect with and supply them with the latest styles.

The problem for consumers comes when the office doesn’t have a style they like or when all options are too pricey for them. They may feel pressured to settle for something so they have a pair in their new prescription.

Examples of D2C Brands - Warby Parker

Warby Parker took a D2C approach to bring some very stylish brands and let customers try them out. As a result, customers don’t have to feel that pressure to just choose something.

Through Warby Parker, customers can use an app to see how they look in lots of “rental” pairs of glasses. Between this and having time to show the styles off to their friends, they can take a few for a sort of test drive, then purchase the one(s) they love.

Warby Parker can offer competitive prices by selling directly and avoiding markups at the doctor’s office.

3. Peet’s Coffee Subscription

Most of us grab our coffee at the grocery store—sometimes only because we realize we’ve already run out. We don’t often think to buy directly from the coffee maker unless we are talking about a local coffee shop that brews their own.

Peet’s brought these concepts together with their coffee subscription service. As a result, the same products you would usually get at the store are now available in an exclusive-feeling monthly delivery.

Examples of D2C Brands - Peets Coffee

Nearly all the brands that use a specialty D2C subscription option in addition to their retail locations allow consumers to feel closer to the headquarters of these coffee producers. That is, the brand is best known in a particular part of the country, and they market their subscriptions to those who lived there and have moved away.

7 Strategies for D2C Brands

D2C, by definition, means you need to be able to reach your target audience. However, before you can reach them, you need to know who they are. The more you can learn about them, the better your chances of not only finding them with your message but of them converting to your brand.

1. Make Good Use of Reviews and Testimonials

Word of mouth is powerful for any brand, but D2C relies heavily on loyal customers spreading the word. Leverage this power by collecting reviews and testimonials and sharing them in your ads, social media, landing pages, product pages, and other relevant locations.

Unearth stories from your customers that speak to your key differentiators and use feedback that tells the story of the impact you made in their lives. For example, what was different about what you sell? How did it finally provide the solution they’ve been looking for?

Those reviews and testimonials sound like talking with a friend and help potential customers feel heard.

2. Be There When They’re Looking For You

Using SEO (search engine optimization) and PPC (pay-per-click) ads can place your brand before your potential audience where they look for you. By researching them well, you can learn the keywords and phrases they use to find what you’re selling.

Start with on-page SEO, capitalizing on keywords your target market is looking for and ensuring your website uses those keywords effectively. Weave those keywords into headlines, product descriptions and tags, page titles, and more.

Then create ads that leverage those keywords. You can place them on Google to show up when people are searching. Make sure your ads paint a clear picture of the solution you are providing.

Stay at the forefront of your customers’ minds by using retargeting ads that will pop up when they are scrolling other sites later. After a while, your brand should begin to feel familiar, and you may enter your potential customers’ subconsciouses.

3. Get Creative With Ad Placement

You can take the approach to another level by showing up in other places where you know your target audience is. You might use keywords your competitors would be using or are slightly off-topic but still related, keywords your target audience is searching for. It’s a disruptor approach that can work very well for D2C brands when done creatively and intuitively.

Although not D2C, you can see this a lot with software and technology brands. Here’s an example.

Strategies for D2C Brands - Get Creative With Ad Placement

You need to know your audience to make this work: What are they looking for? What sense of humor do they have? What makes them unique?

4. Offer Something Different

This is a crucial step for D2C brands. If you are going to sell a product directly to clients, you’ve got to give them a reason to buy.

Sometimes a lower price or a unique brand personality can help them choose you over Amazon, the mall, the drug store, or Target.

However, to get traction with a D2C brand and build enough momentum to make it long-term, you need to come to the market in a fundamentally different way.

For many D2C brands, this may mean a monthly subscription, like the coffee mentioned above. You can bring the convenience of not forgetting or running out of a needed product.

You could also offer a unique approach to your consumers. For example, how are items in your industry typically packaged, sold, and delivered? How can you make the experience better? How can you provide more?

5. Referrals and Word of Mouth

As you build up your D2C brand, your customers will be your best marketers. When they love what you’re doing, they can help others get excited. In addition, they can probably talk about your product or service better than you can, so let them talk!

Dial up your referral program by offering incentives to those who refer others to your brand and even better kickbacks to those who put the work in and bring in a lot of referrals.

Make it easy for your audience by providing unique URLs they can share with others. You can also drop postcards and little treats into your shipments to help your customers spread the word.

6. Set Up a Chatbot

Successful D2C companies build relationships with their customers from the start. Those relationships start with first interactions, and you can add a chatbot to those first interactions on your website.

A chatbot allows people to immediately start “talking” with someone to get their questions answered. Although those initial interactions will be automated, you can and should follow up with customers who interact with your chatbot to find out how you can help more.

Bring some humanity to your brand, and you can stand out from the corporate competition.

7. Turn Customers into Product Developers

What do your customers want from you? Just ask!

Among the most significant benefits of D2C is that you have access to your customers. You can communicate with them, so do it.

Ask questions and listen to your customers: the happy ones and the unhappy ones. They are going to be your best research and development department.

They can tell you about what’s working well and what needs improvement, as well as what other products or services they would like to see in the future.

Not only does this help you bring products to the market that people will like, but it also builds rapport with your customers. People want to feel heard, and you can stand out as a brand that listens.

Additional Resources for New D2C Brands

If you’re thinking of starting a D2C business or want to offer some products direct-to-consumers, you may want to learn more about the advantages and challenges of this approach and some strategies for success.

  1. D2C and Millennials Article from Fundera by NerdWallet
  2. You may have noticed some overlap in the millennial market and the uptick in D2C brands. Fundera explains more about how to leverage that connection in this article. 
  3. D2C Podcast Collection

If learning by podcast is more your style, here is an excellent roundup of podcasts, episodes, and themes that you might find interesting as you explore this opportunity.

  1. D2C and Loyal Customers webinar from Shippo

As we’ve discussed, building a loyal customer base is not only a necessity of the D2C approach, but it’s also an advantage of setting up your brand this way. Learn more from the team at Shippo about how you can use various tools and resources to win customers.

Direct to Consumer (D2C) Frequently Asked Questions

What does D2C mean in retail?

D2C means “direct to consumer” and refers to maintaining inventory and selling products directly to your customers. 

​​Is Amazon a D2C company?

Mostly no; D2C companies sell own products directly to customers. Amazon does have some branded products, but most items are owned by other companies using Amazon as a sales platform.

What brands are going to D2C?

Brands from every industry have begun to try this method of reaching and interacting with customers. 

Can you make a lot of money with D2C companies?

Success with D2C depends on whether you can connect with your target audience and provide them directly with a product or service they can’t get elsewhere or in a better way. This trend is growing and many companies are seeing success with it. 

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7 Strategies for D2C Companies Conclusion

D2C companies are growing in popularity as e-commerce marketing technology makes it easier to connect with your audience and build sales processes in-house. 

If you’re looking to overcome standard wholesale or dropshipping models, or if you just want to dabble in new methods, you may want to try direct to consumer. It can give you a closer relationship to your customers and provide new opportunities. 

Are you up for a D2C sales approach?

How to Create and Use Facebook Polls

Facebook Polls can help you unravel the problems of your audience, what you should create next, and their true sentiments about your brand. While it can help you make more strategic business decisions, Facebook Polls can do other wonderful things for your online presence like:

  • Boost your Facebook page’s engagement (asking questions is one of the best ways to generate high engagement)
  • Help you beat the newsfeed algorithm without ads
  • Foster a strong sense of community around your brand

In this post, you’ll learn all the different ways you can create polls on Facebook, how to use them effectively, and how polling your audience can help your business grow.

How to Create Facebook Polls

Gone are the days you could create a Facebook poll from your Newsfeed or timeline. At the moment, the only way you can share a poll is on a Facebook Group, a story, an event page, or on Messenger.

Facebook Group Polls

Facebook Groups are one of the best tools for brands on the social media platform. It allows you to create a community and improve customer engagement.

While Business Pages struggle to get an organic reach above 5%, Facebook Groups are different. The algorithm pushes group posts to newsfeeds, which means you have a much higher organic reach without paying for ads.

Below, we break down the steps to create a poll within your group with an actual profile and business page example.

Step 1: Go Your Group

On your desktop or mobile, go to your Facebook Newsfeed, click on the “Groups” icon on the left-hand side menu and select the group for your poll.

Facebook Polls how to add one to your facebook group

Step 2: Create a Post

Click the “What’s on your mind” section to create a post. When the pop-up loads, navigate to the “Add to your post” section and click on the three dots to see more options.

Facebook Polls create a post

Step 3: Create Your Poll

A new “Add to your post” screen will load with various options. Select “Poll” from the list. It will take you back to the “Create post” pop-up, and you can start adding your poll options in the “Write something” section.

Facebook Polls how to create your facebook poll
Facebook Polls adding poll options

Step 4: Publish Your Poll

When you’ve added all your options, click on “Poll Options.” Here you can choose if people can add options and if they can vote for more than one option.

Once you’re done, click “Post.”

Faebook Polls how to publish your poll
Facebook Polls options

Facebook Story Polls

With 250 million people using Stories every day and it’s prime real estate on users’ News Feeds, creating a poll is an invaluable (and fun!) way to connect with your audience.

Let’s see how it’s done.

Step 1: Open the Facebook App on Your Smartphone

Navigate to your Facebook Page by tapping on the “Hamburger” icon on the left-hand side of the screen. You’ll see your page in your shortcuts section or by scrolling down and tapping on the “Pages” button.

Faebook Polls how to make a poll on facebook stories

Step 2: Create a New Story

Tap on the blue circle with the plus sign around your profile picture and select “Create a Story” from the dropdown list.

Facebook Polls creating one on facebook stories

Step 3: Create a Poll

Swipe to the left until you see the “Poll” card. Write your question and customize the “Yes” and “No” options.

Choose a color gradient background or upload a photo from your camera roll.

When you’re done, tap the “Share Now” button.

Your followers will see the percentage of who voted for which option but only you can see how many votes each option received and how each person voted.

Facebook Polls publish one on facebook stories

Facebook Messenger Polls

While you can no longer post polls on your News Feed, Facebook added the functionality to group chats in Messenger for your personal account.

Hopefully, Facebook will roll out the feature to chats for business pages. It would be an excellent way to carry out quick customer satisfaction surveys.

Here’s how to do it.

Step 1: Open a Group Chat or Create a New One

Faecbook Polls how to create poll in messenger

Step 2: Tap the “+” at the Bottom of the Messenger Window Next to the Text Box

Step 3: Select the Poll Icon and Type in Your Question

Facebook Polls select poll icon in messenger

Step 4: Add Your Options and Tap “Create a Poll”

Doing this allows you to share it with your group.

Facebook Polls in Messenger add your options

Event Page Polls

Polls are a powerful feature for brands who host in-person or virtual events.

You can create one to get valuable input on details like:

  • Which location, date, or time suits everyone.
  • Attendees’ opinions on how the event went.
  • How many people want specific catering options.
  • Voting on itinerary options.

Step 1: Go to the Event

Log into your Facebook account and click on “Events” on the left-hand side of the screen. If you don’t see the event icon, click on the expand button and scroll down until you see it.

For events created by a Facebook Business Page, go straight to the events tab on your page.

Facebook Polls go to the events tab to create your poll

Step 2: Create a Post

Select the event you want, click on the “Discussion” tab and select “Add a Post.”

A new window will pop up, and you’ll see the poll icon on the right-hand side of the “Add a Post” section.

If you don’t see it, tap on the three dots to expand the post options.

Facebook Polls creating a poll on a facebook event
Facebook Polls creating a poll in events

Step 3: Create a Poll

Click on the poll icon, and you’ll go back to the “create a post” screen where you can add your question and options.

You can add more possible answers by clicking the “+Add Option”. Use “Poll Options” to allow people to add options and enable/disable people from choosing multiple answers.

When you’re ready to post, click on the “Post” button to add it to your event’s page.

Facebook Polls in Events add your options

Facebook Video Polls

With 500 million people on Facebook watching videos every day, you can’t go wrong with adding video content to your marketing mix.

But how do you get people to ENGAGE with it once it’s posted?

Video polls.

It’s a quick and easy way to personalize a viewer’s watch experience and get them to snap out of passively consuming content.

We tell you how to do it below.

Step 1: Upload a Video to Your Facebook Page

You can also head on over to Creator Studio to edit a video you’ve already posted to your page.

Facebook Polls how to create video polls

Step 2: Click the “Edit Post” Button

A new window will load where you can edit your video’s title, caption, and tags.

Facebook Polls edit your post to add a video poll
Facebook Polls how to add a video poll

Step 3: Select the “Polls” Option

On the right-hand side of the pop-up, scroll down until you see a greyed out “Poll” section.

Select it and click on the blue “Create Poll” button.

Facebook Polls select the poll option to add one to your video

Step 4: Ask Your Question

On the left-hand side of the pop-up, your video will appear with a slider. You can move it to the section of your video where you want the poll to appear.

On the right-hand side, you can fill in your question and answer options. By default, there are only two options to start with, but you can add up to six by clicking on the “+Add another option” button.

Facebook Polls create a facebook video poll

Step 5: Choose Your Poll Settings

Scroll down further to finalize your poll settings. You can specify when you want the poll to show up, its duration, and when you want to publish the results.

Step 6: Save Your Facebook Video Poll

When you’re happy with your poll, click on the “Save” button to start collecting results!

5 Ways to Use Facebook Polls to Grow Your Business

Here are some of the ways you can take advantage of polling your audience to grow your community and make more sales.

Create Different Types of Facebook Polls

You don’t have to stick to boring ol’ text polls. Facebook lets you spice things up and stop mindless scrolling in its tracks by adding images and GIFs to your polls.

Use the different options to get creative, show off your brand personality, and encourage engagement.

Ask the Right Questions

Polls are an excellent way to start a discussion in your community and conduct valuable market research.

For example, if you create a poll around content marketing, you can ask questions like:

  • “Do you see results from your content marketing?”
  • “What’s your biggest struggle with content marketing?”
  • “Do you struggle to see an ROI from your content marketing?”

You can use the results to plan out your content calendar, brainstorm a new offer, or create a piece of gated content your audience will love.

Collect Feedback From Your Audience

Hosting a free training for your private Facebook Group community? Get feedback on how your audience enjoyed the content with a poll. Instead of guessing if your training resonated with your community, you can ask them directly and use the feedback to fine-tune your content. A quick poll question like “Did you find the training actionable and easy-to-understand?” will do the trick.

Learn About Your Audience

Your Facebook polls don’t need to be strictly business all day every day. You can use the feature to go beyond basic demographics and find out what makes your audience tick.

For example:

  • What colors do they prefer?
  • Who are their favorite influencers?
  • Where do they hang out online and offline?
  • What are their biggest values?
  • What is the big goal they’re working towards?

Polls can collect meaningful information you use to make your brand more relatable and marketable to your audience.

Use a Slight Touch of Controversy

Want to stir up some engagement? Create a poll around two different schools of thought in your industry.

For example, if you work with freelancers you could ask, “Do you find platforms like Upwork and Fiverr valuable for landing clients?”

There are strong opinions about the pros and cons of using content mills, and it’s a hot topic in the freelancing community. Creating a poll around this will spike likes and comments, forcing the algorithm to push it out to more users.

How Facebook Polls Can Help Your Business

Still not convinced of the impact Facebook Polls can have on your business? Here’s how they can boost audience engagement, brand awareness, and help you sell your products before you’re ready to launch.

Boost Your Engagement and Brand Awareness

As AdWeek points out, consumer engagement on Facebook with brands is volatile. Polls are an easy way to encourage your community to engage with your content and build a relationship with your fans.

With multiple ways to interact (liking, commenting, sharing), you can feed the algorithm all the signals it needs to serve your post out to more and more users. For users, polls break up monotonous scrolling and allows them to share their opinion quickly and easily.

Find Out What to Create Next

The key to a successful online business is to create things your audience wants.

While keyword and market research can go a long way to get you there, once you’ve built a community, it’s better to go straight to the source. Use a poll to ask your followers what they want to see next.

For example, you could offer several topic ideas for your next blog post, YouTube video, or online course. Can’t decide what color to use for your new t-shirt designs? Create a poll and give your audience what they want!

Stir Up Interest Before a Launch

Before your next launch, use polls to start teasing your new products or services. For example, if you’re a clothing company, you can post pictures of your soon-to-be-released hoodies and ask people to vote on their favorite style. Not only is it a way for you to see what’s resonating with your audience, it creates anticipation for your launch.

Discover the Opinion of Your Followers

Remember the old days of focus groups as a marketing tactic? You can get the same results for FREE and in a shorter amount of time with polls.

Use Facebook polls to find out:

  • What your followers like about your brand.
  • What they would change.
  • Their overall opinion on your products or services.

Once you know people’s opinions, it’s much easier to speak their “language”, change things up, and align your marketing messaging with your audience’s wants and needs.

Conclusion

Polls are an important tool for any brand. They are an instant connection to how your audience feels about you, their struggles, and how you can best solve their problems.

By asking the right questions, you can adjust your digital marketing strategy to match the needs of your followers and give them that “WOW this was made for me” experience.

How will you use Facebook Polls to serve your customers better?

The post How to Create and Use Facebook Polls appeared first on Neil Patel.

New comment by martinbeta1 in "Ask HN: Who is hiring? (September 2020)"

Prisma | Senior Product Manager | Remote or Berlin | Full-Time
Apply here: https://grnh.se/0b8ad4fe2us

Requirements:
– 3+ Years XP as Product Manager or related position
– At least some experience working as Engineer in BE Applications
– Some first-hand experience working with Databases.
– Some experience working in SaaS B2B environment.

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New comment by kodadele in "Ask HN: Who wants to be hired? (March 2020)"

Location: Remote, or Italy
Remote: Yes
Willing to relocate: Only towards Italy
Technologies: Python, HTML5, Javascript, CSS3, Hugo, WordPress, Sql
Résumé/CV: https://dueacaso.it/about/cv_adelina.pdf
Email: doncheva.adelina@gmail.com

About me: I am a Computer Science and Engineering student at the Polytechnic of Milan, Italy. My interests range from computer graphics, artificial intelligence, operational research, compilers and algorithms in general, to interior design and web development. In my spare time I like to solve challenges on HackerRank, automate by using scripts operations that otherwise I have to do by hand, and at the moment I’m working on the development of my e-commerce with Ruby-on-Rails, and a Home planner with WebGL.
Apart from the IT and programming world, I love crafts, scrapbooking and cardmaking, reading, soccer and photography. I love cycling in nature with my boyfriend and taking pictures of the wonders I meet. I love my family, spending time with them and make them smiling.
I am curious about everything, that is why one of my passions is learning always, both in IT and in life.

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CoinTracker (YC W18) hiring first generalist to accelerate open financial system

Hey HN,

I’m Chandan — one of the founders of CoinTracker (https://www.cointracker.io). Our product makes tracking your cryptocurrency portfolio and taxes a seamless experience. Our mission is to transition the world to an open financial system.

As far as cryptocurrency companies go, we are a little out of the ordinary. We didn’t write a whitepaper. We didn’t launch an ICO. We did raise a $1.6M seed round from YC, Initialized Capital, and others, but we’ve never spent a dime of it because we’ve been profitable (>$1M in revenue) since we launched in 2017. In less than two years, our users have grown to track over $1B of their cryptocurrency assets on our platform.

We are now hiring our first non-technical person to lead user outreach, customer support, community building, and play a critical role in championing the voice of the user in product development. This role also has significant scope for growth in responsibility as CoinTracker grows.

You can learn more about us and our story here: https://www.keyvalues.com/cointracker

If you are (or someone you know is) excited about the opportunity, please email me your resume and your favorite cryptocurrency at chandan AT cointracker DOT io.


Comments URL: https://news.ycombinator.com/item?id=20843131

Points: 1

# Comments: 0

New comment by jakubk in "Ask HN: Who is hiring? (July 2019)"

Pipedrive | senior engineers across the stack | Prague, Lisbon, Tallinn | ONSITE, VISA

Pipedrive is a SaaS visual sales tool for small to medium businesses. We’ve been backed with $90 million in funding since 2010 and are experiencing rapid growth. Our team is now located in five countries, building the sales tool used by over 85,000 companies.

I am very happy with the maturity of the process here and the autonomy our team is having. We are getting a lot of support from the company while still being able to innovate and fully own our part of the product.

Our stack is mainly TypeScript, Node.js, React, Docker, MySQL, Elastic, … We expect some experience with that but the main thing is the cultural fit. We are looking for team players.

Please ping me an email at jakub.kadlubiec@pipedrive.com if you want me to refer you or if you want to learn more about the company. I am an engineer not a recruiter.