Juicy June, inside Grapevine's launch + a Coefficient review

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🍊 Juicy June? 🍊 Yeah we can. While EOFY might've been the flavour of last month, we were having fun serving startups in all kinds of ways (except vanilla). A few quick highlights? Sure thing!

• Helping Aquila share their latest news​
• Working on an ACE new venture studio​
• Diving into a messaging project with global travel tech scale up, Atlas​
• Kicking it in Cairns for the Tropical Innovation Festival (photo evidence below)

But enough about us. This issue brings you a behind-the-scenes look at how 🍇 Grapevine 🍇 launched like the proverbial rocket, a review of martech reporting tool Coefficient, and growth reads – including a fresh take on the path to product-market fit (shout out to Ange Edwards from health tech startup Elli for bringing this one into our orbit).

Let's get into it!👇️

How Grapevine launched like the proverbial rocket 🍇

Haven't heard of Grapevine? Check out this bunch of change-making volunteers (AKA Vinemakers) from across the Australian startup community who got together late last year to create a more equitable startup ecosystem for everyone.

True to their name, news of their launch spread quickly prompting one Vinemaker – Jessy Wu – to call it as the most successful campaign launch she's ever worked on.

We spoke to our friend and Vinemaker, Paloma Newton, for the details on how they did it.

Good reads to level up your growth game 🙌

• ​The path to product-market fit (PMF). Sick of all the great-sounding advice you've read on PMF that doesn't quite seem to shift the dial for you? Serial founder, Rob Snyder, agrees and has synthesised everything he's learnt about PMF into an easy-to-understand and deeply helpful article.
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• ​The MKT1 guide to positioning. We do bang on about positioning a lot. That's because almost every startup needs help with it and most don't understand its worth (until they do). In short, it's about how to differentiate your product in your audience's eyes. But it's so misunderstood and the legends at MKT1 are sick of that too, so they've created a complete guide to understanding and nailing it.

Growth Tool Review 🛠️

AI and MarTech are evolving FAST so we’re reviewing one tool for you in each edition. Unless stated otherwise, these are not sponsored.

This week’s tool is… Coefficient.

WHAT IS IT? 👇️

A tool that scrapes data from various sources (e.g. Google Analytics, your CRM, ads platforms and many more!) into Google Sheets and Excel.

WHO IS IT FOR? 💁‍♀️

Anyone in a startup team, such as founders, marketers and sales reps, who wants to collate raw data in one spreadsheet, making it easier to analyse and use in reporting.

WHAT DID WE TEST? 🧪

We tested Coefficient's core functionalities by:

1. Connecting our own Google Analytics, Google Search Console and LinkedIn Company Page accounts as three example data sources.
2. Importing at least a couple of data sheets from each source, for example: "Channel Metrics by Month” from Google Analytics, showing which channels are driving our web traffic, and “LinkedIn Pages: Post-level Insights” from LinkedIn, summarising our Company Page posts and their performance metrics.
3. Creating a Pivot Table and Chart, using the GPT Copilot.
4. Setting up Automations to trigger an email and Slack message with screenshots of the Google Sheet data.

WHAT WE FOUND 🔎

👍 Setting up the data sources and importing data sheets using the tool's suggested templates was very fast and intuitive.

👌 The Automations feature was our favourite. It sends snapshots of your chosen data to your email or Slack, reminding you to look back at your data regularly so it can actually inform your decisions!

🤔 However, a few things detracted from the overall experience:

• Limitations on native integrations – no Xero integration yet ("coming soon") and integrations with Salesforce, Hubspot, Pipedrive and Zoho but not newer CRMs (such as ConvertKit).
• The GPT Copilot looked promising but required trial and error to achieve an output, possibly making it easier to have done the task manually. A quick test of the AI features within Rows (an alternative tool – see below), showed Coefficient has some work to do here.

PRICING 💰️

• ​Try it out with a free 30-day Pro plan trial (no credit card required).
• Then you’ll have the option to drop down to a Free plan (3 data sources and limited features).
• We’d expect most startups would need Pro ($100 USD/$150 AUD per month) with 6 data sources.​
• If you're confident that it’s a tool you'll use ongoing, enquire about Enterprise level as 6 data sources will disappear quickly!

​View full pricing.​

THE VERDICT ✅

Overall, this is a great tool that we will look to use for our own business and with clients.

Although ~$150 AUD per month sounds steep for a fairly simple-sounding tool, we’d expect manually pulling this kind of data together for monthly reporting to take at least an hour so it should pay itself back in time saved. Plus, it should allow you to review data more regularly, driving informed decisions.

THE ALTERNATIVES ⚖️

There are various other tools that could achieve a similar result, such as:

• ​Rows (by Zapier): Very similar to Coefficient and potentially more powerful as you can connect a huge range of apps via Zapier, but it has its own spreadsheet interface (doesn’t connect with Google Sheets/Excel). Offers a free tier.
• ​Supermetrics: A marketer-specific tool with similar functionality to Rows but it integrates with other endpoints, including Google Looker Studio, and offers pre-built reporting templates so you don’t have to turn your raw data into a report. It’s significantly more expensive though, especially if you want more than the basic integrations (GA, FB Ads, Google Ads). No free tier.

This newsletter is from the team at Stella Startups 👋

ICYMI, we’re Stella Startups – a true marketing partner for AU and NZ startups from seed stage to scale up.

We bring you marketing strategy, brand expertise and hands-on execution, all with a commitment to innovation so you can make an impact bigger than your budget. Head to our website to find out more and if you’d like help, book some time to chat (we don’t bite!).

See you next time,
Gemma & Bridget

🤩 P.S. There's still time to nominate someone special for the Women in Digital Awards. There are lots of categories so take a look and get nominating before 15 July. 🤩