Our focus on yoga

I’ve written before about why we’re focusing so strictly on introducting our software to yoga studios, but the question comes up so often as to why we’re not actively marketing to dance studios, martial arts studios, and others that I wanted to take a moment to expand on some of the things I’ve mentioned in the past. It’s easy to think that a product is all about it’s features, it’s functionality, and what it allows users to do. But products that people love go far beyond any particular piece of functionality. They tell a story. They empathize with their users. They know what you’re struggling with because it’s makers have been there too.

Great products have personalities, they have opinions, and they guide users to do things with their business that they might not otherwise have thought of.

These personalities of a product though, they develop over time, not overnight. And we’re making sure that the personality of our product is one that meshes perfectly with that of independent yoga studios.

Facebook has a very different personality now than it had when it was only available to college students. Twitter will have a different personality in 3 years than it does now because they need to start turning a profit. And our software would have a different personality if we were trying to please everyone.

While yoga studios may share some of the same requirements out of their software that others do, I believe they all have different personalities. Their customers are different, and while maybe nuanced, the differences between these businesses are very real. What works for one may not necessarily work for another.

Over time, Tula will be seen as the best software in the world for yoga studios becuase we recognize and embrace this reality. And I hope, in the process, we’ll be able to help you make your studio business a little better than it might otherwise have been.

Of course, it will have nothing to do with our features, and everything to do with the soul and the spirit of our product.

"For your own protection"

Maile and I heard someone mention the other day that MINDBODYrequires new studios to sign a one year contract. This didn’t sound right to me so Maile got in touch with a sales person that she had communicated with over there in the past. Sure enough, they require every new studio to sign a one year contract. Here’s exactly what they wrote:

We do ask for you to commit to a year. The contract is more to protect you. It includes what we guarantee in our services and also will keep the price at the price you sign up for.

I love the whole It’s really to protect you! bit. This of course is nonsense.

This protects MINDBODY and their investors. They could provide new studio owners the same exact protections without requiring them to sign a one year contract – but they don’t.

Nothing displays a companies confidence in their own products more than their contract terms.

We don’t require anyone to sign a contract, and we believe that we’ll retain our customers because we’ve provided a clean, powerful, easy to use system for independent yoga studios to run their businesses.

We wan’t people to keep using us because they love our software, not because they’re contractually obligated to do so.

Apparently MINDBODY isn’t as confident in their product as we are.

The Customer

One of the things I find fascinating is how businesses can lose focus on, or misunderstand from the beginning, who their customers are. It’s understandable, because as it becomes more and more possible to connect and provide value to anyone, the temptation is to do so with everyone. A new restaurant opening that’s trying to be the best in the neighborhood might look and act a lot differently than the restaurant trying to be the best in the city. And certainly the best Italian restaurant is going to be different than the sushi place, which will be different than the bar down the way.

The thing with this is that it isn’t about right or wrong. It’s about understanding your market, who your customer is, what your intentions are, and making the best decisions based on those intentions.

As with many things, in the world of software these lines can be a bit more blurred. The walls are less rigid and the barriers are fewer. And while this flexibility has allowed us to connect with each other in ways never before possible, it can cause vertigo when developers are trying to figure out who to please.

When everyone’s a user, who wins when the tradeoffs have to be made?

The opinion of our software, is that the studio owner is always the customer. This is why we embed our calendar inside our customer’s site. It is so disrespectful, for example, to take a studio’s visitors away from their site for any reason – but especially to get their class schedule.

Likewise, our software is of the opinion that small studio owners should focus on cultivating a sense of community and creating lasting relationships with their students. This is why we have built a way to easily create recurring monthly memberships, but we have not built a way for people to pre-register for oversold classes because a studio sold too many Groupons. We’re of the opinion that you shouldn’t do that, and so we don’t even try to handle that use case.

If you own a yoga studio, think about how your software is treating you. Are they treating you like your the customer? Or are they servings someone else?

Great business tools for your yoga studio

Between running our own business and watching Maile set up a number of various things for her studio, we’ve learned a lot about a number of great business tools that I thought you might find useful. In no particular order, here are some great apps and services we use to run our businesses. Less Accounting

I’ve tried a ton of different accounting software, and Less Accounting is by far my favorite. You can set it up so that it automatically pulls in data from your bank accounts, credit cards, and PayPal accounts. Financial data is a big deal, and I trust these guys with my information. They’re a small business themselves, and they treat their customers wonderfully.

Basecamp

Basecamp is an awesome, easy to use project management and task management software. Every software project we run has a basecamp project set up for it, and we have an operations project for anything company related. This is a great piece of software that can help you plan any number of projects from building out a new space, redoing a bathroom, or planning a retreat.

Formstack

Formstack makes it insanely easy to add forms to any website. They integrate with a bunch of payment providers, and they can be used for anything from surveys, trivia contests, email list signup forms, and payment forms. There are few products I love as much as Formstack.

Tiny Letter

Tiny Letter is a super simple, light weight email marketing platform. They stripped out a bunch of features, and left users with an awesome way to write a lot of people at once.

MailChimp

MailChimp actually just acquired Tiny Letter, but for those looking for a more robust email marketing option, MailChimp is fantastic.

Media Temple

All my self hosted websites (non web applications) are hosted with Media Temple. They have the friendliest user interface of any hosting provider I’ve checked out, and I’ve had an excellent experience with them. If you’re going to host your own website, you might want to check them out.

Google Apps

We both use Google Apps as our email provider, contact syncing, and shared calendars. You can set things up to seamlessly sync between your phones, computers, and the web. It’s free for up to ten users.

Stripe

We love stripe so much we chose them as the company that powers our credit card processing. Anyone can sign up for an account for free, and you can even hook up your Formstack forms to take one off payment for random business ideas you might think of. Being able to accept credit cards is extremely liberating, and Stripe makes it dead simple.

Square

Square is disrupting the payment industry and making life better for all kinds of small businesses. Their register app for the iPad is a full point of sale system, is completely awesome, and free to download.

We love all these companies and products, and we use them to run our own businesses every single day. I hope you’ll find some of them as useful as we do.