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BUILD A BRAND
TO GROW YOUR BUSINESS
.CO is…

WHERE BIG IDEAS BELONG ON THE WEB

2
.CO is One of the Fastest Growing Global TLDs in History
Today more than 1.5 million domains registered in 200+ countries & territories worldwide

July 2010
Overstock
acquired o.CO
March 2010
Twitter
acquired t.CO
August 2009
Concession
contract
awarded
2008
Formed
company to
compete to
win .CO
contract

2009

February 2011
.CO Super Bowl
commercial –
110M viewers

July 2011
Google
acquired g.CO

November 2012
Launched
membership
program

April 2013
Reached
1.5M
domains

1.5M
1.1M

October 2013
2 .CO’s featured in
New York Times
Square

900K
650K

March 2013
Nine .COs mentioned
in TechCrunch in seven
consecutive days

290K
June 2011
Reached 1M
domains

50K
July 2010
.CO launched
globally - 100K
April 2010
domains first 10
95% of Fortune
minutes, 300K in
500 register
first 10 days

28K

2010

2011

2012

3

2013

WHERE BIG IDEAS BELONG ON THE WEB
It’s All About the Brand
We Asked Ourselves 3 Questions:
1. Who are our major competitors?
•

.COM, .NET, .ME, .TV, .ORG, .INFO, Facebook, Search…

2. What have our competitors done in the past?
•
•
•

Fought over “shelf-space” at registrars
Competed over price
Treated domain names like commodities / utilities

3. How can we change the game and do it better?
•
•

Have a better product (-- we do!)
Build a Global Brand! (--DE-COMMODITIZE!)

WHERE BIG IDEAS BELONG ON THE WEB
The Ugly Search for a GOOD Name
(both to left and right of the ‘.’)

myhomebusiness.com

Search

Available Domain Extensions

TAKEN

.com

TAKEN
.net

TAKEN

TAKEN

.org

.biz

TAKEN

.bz

TAKEN

TAKEN

TAKEN

.info

.us

.me

.mobi

TAKEN

TAKEN

.eu

.pro

.tel

TAKEN

.tv

.co.uk

.us.com

WHERE BIG IDEAS BELONG ON THE WEB

6
Our Vision: To be the premier space where innovation and
opportunity flourish - the coolest “place to live” online.

WHERE BIG IDEAS BELONG ON THE WEB

7
7 LESSONS LEARNED
While Building Our Brand…
Brand Lesson # 1:
To Build a Great Brand, You Need a Great Product
Short and meaningful.
It signifies .COmpany
worldwide
More than a Domain.
With a .CO you get
more than just a nameperks, benefits, support
& community love!

It’s available.
Provides new and fresh
inventory of domain
names

Real brands, real sites.
trademark friendly
policies and premium
pricing ensure no
domain ghetto

Strong SEO.
Endorsement by Matt
Cutts from Google

9

WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 2:
(While You Need a Great Product) - Your Customers Don’t Really
Care About it. They Care About Themselves. So Focus On Them!
Brand Lesson # 3:
Influential Early Adopters Can Help You Get Traction Fast
Naval Ravikant
“Mainstream awareness of .CO is building
with huge brands like Amazon, Twitter, and
Overstock; and so is awareness of
entrepreneurs that their next domain doesn’t
need to be 23 letters long or lack vowels.”

Dave McClure
“.CO is quickly becoming the hot new geek
TLD in Silicon Valley…With .CO, startups can
launch businesses and brands on a short, cool,
credible domain name -- without having to
shell out a million bucks to do it.”

11

WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 4:
Don’t Try to be All Things to All People – Target the Right Customers

Innovators & Trend Setters
Disruptors of the status-quo

Early Adopters
Design conscious and eager to
try new technology

The Masses
They go for what works

High Profile
Use Cases & Business
Development

Web Entrepreneur

Trickle Down Effect

Tech stars

Consumer Events &
Sponsorships

SMB
Channel Sales & Marketing

12

WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 5:
Great Partners are Force Multipliers That Will Help You to Succeed
Incubators & Accelerators

Event & Media Companies

Communities & Co-working Spaces

13

WHERE BIG IDEAS BELONG ON THE WEB
Brand Lesson # 6:
If You Love Your Customers. They Will Love You Back.

14

WHERE BIG IDEAS BELONG ON THE WEB
WHERE BIG IDEAS BELONG ON THE WEB
India Companies, Startups and
Entrepreneurs
Littleeye.CO

Eventifier.CO

Profiler service for Android
based smartphone
applications.

Analyze and archive event
media.

TheGraffiti.CO

TechCurry.CO

A brand consultancy agency.

A blog about the India market
written and produced in the
UK.

Thunk.CO
A green community site.

Samagra.CO
Provides sanitation and clean
energy to the urban poor
living in the slums of India.

Select examples. For a directory of .CO users, visit our website.

WHERE BIG IDEAS BELONG ON THE WEB

16
Brand Lesson # 7:
Don’t Listen to the Naysayers. Let Your Success Silence the Critics!

17

WHERE BIG IDEAS BELONG ON THE WEB
Crystal Peterson - Crystal@go.co
Director, Global Sales & Channel Marketing

@dotCO

/dotCO

WHERE BIG IDEAS BELONG ON THE WEB

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Build A Brand To Grow Your Business - Crystal Peterson, .CO

  • 1. BUILD A BRAND TO GROW YOUR BUSINESS
  • 2. .CO is… WHERE BIG IDEAS BELONG ON THE WEB 2
  • 3. .CO is One of the Fastest Growing Global TLDs in History Today more than 1.5 million domains registered in 200+ countries & territories worldwide July 2010 Overstock acquired o.CO March 2010 Twitter acquired t.CO August 2009 Concession contract awarded 2008 Formed company to compete to win .CO contract 2009 February 2011 .CO Super Bowl commercial – 110M viewers July 2011 Google acquired g.CO November 2012 Launched membership program April 2013 Reached 1.5M domains 1.5M 1.1M October 2013 2 .CO’s featured in New York Times Square 900K 650K March 2013 Nine .COs mentioned in TechCrunch in seven consecutive days 290K June 2011 Reached 1M domains 50K July 2010 .CO launched globally - 100K April 2010 domains first 10 95% of Fortune minutes, 300K in 500 register first 10 days 28K 2010 2011 2012 3 2013 WHERE BIG IDEAS BELONG ON THE WEB
  • 4. It’s All About the Brand
  • 5. We Asked Ourselves 3 Questions: 1. Who are our major competitors? • .COM, .NET, .ME, .TV, .ORG, .INFO, Facebook, Search… 2. What have our competitors done in the past? • • • Fought over “shelf-space” at registrars Competed over price Treated domain names like commodities / utilities 3. How can we change the game and do it better? • • Have a better product (-- we do!) Build a Global Brand! (--DE-COMMODITIZE!) WHERE BIG IDEAS BELONG ON THE WEB
  • 6. The Ugly Search for a GOOD Name (both to left and right of the ‘.’) myhomebusiness.com Search Available Domain Extensions TAKEN .com TAKEN .net TAKEN TAKEN .org .biz TAKEN .bz TAKEN TAKEN TAKEN .info .us .me .mobi TAKEN TAKEN .eu .pro .tel TAKEN .tv .co.uk .us.com WHERE BIG IDEAS BELONG ON THE WEB 6
  • 7. Our Vision: To be the premier space where innovation and opportunity flourish - the coolest “place to live” online. WHERE BIG IDEAS BELONG ON THE WEB 7
  • 8. 7 LESSONS LEARNED While Building Our Brand…
  • 9. Brand Lesson # 1: To Build a Great Brand, You Need a Great Product Short and meaningful. It signifies .COmpany worldwide More than a Domain. With a .CO you get more than just a nameperks, benefits, support & community love! It’s available. Provides new and fresh inventory of domain names Real brands, real sites. trademark friendly policies and premium pricing ensure no domain ghetto Strong SEO. Endorsement by Matt Cutts from Google 9 WHERE BIG IDEAS BELONG ON THE WEB
  • 10. Brand Lesson # 2: (While You Need a Great Product) - Your Customers Don’t Really Care About it. They Care About Themselves. So Focus On Them!
  • 11. Brand Lesson # 3: Influential Early Adopters Can Help You Get Traction Fast Naval Ravikant “Mainstream awareness of .CO is building with huge brands like Amazon, Twitter, and Overstock; and so is awareness of entrepreneurs that their next domain doesn’t need to be 23 letters long or lack vowels.” Dave McClure “.CO is quickly becoming the hot new geek TLD in Silicon Valley…With .CO, startups can launch businesses and brands on a short, cool, credible domain name -- without having to shell out a million bucks to do it.” 11 WHERE BIG IDEAS BELONG ON THE WEB
  • 12. Brand Lesson # 4: Don’t Try to be All Things to All People – Target the Right Customers Innovators & Trend Setters Disruptors of the status-quo Early Adopters Design conscious and eager to try new technology The Masses They go for what works High Profile Use Cases & Business Development Web Entrepreneur Trickle Down Effect Tech stars Consumer Events & Sponsorships SMB Channel Sales & Marketing 12 WHERE BIG IDEAS BELONG ON THE WEB
  • 13. Brand Lesson # 5: Great Partners are Force Multipliers That Will Help You to Succeed Incubators & Accelerators Event & Media Companies Communities & Co-working Spaces 13 WHERE BIG IDEAS BELONG ON THE WEB
  • 14. Brand Lesson # 6: If You Love Your Customers. They Will Love You Back. 14 WHERE BIG IDEAS BELONG ON THE WEB
  • 15. WHERE BIG IDEAS BELONG ON THE WEB
  • 16. India Companies, Startups and Entrepreneurs Littleeye.CO Eventifier.CO Profiler service for Android based smartphone applications. Analyze and archive event media. TheGraffiti.CO TechCurry.CO A brand consultancy agency. A blog about the India market written and produced in the UK. Thunk.CO A green community site. Samagra.CO Provides sanitation and clean energy to the urban poor living in the slums of India. Select examples. For a directory of .CO users, visit our website. WHERE BIG IDEAS BELONG ON THE WEB 16
  • 17. Brand Lesson # 7: Don’t Listen to the Naysayers. Let Your Success Silence the Critics! 17 WHERE BIG IDEAS BELONG ON THE WEB
  • 18. Crystal Peterson - Crystal@go.co Director, Global Sales & Channel Marketing @dotCO /dotCO WHERE BIG IDEAS BELONG ON THE WEB