I’m running a SAAS startup – Softinn. Softinn provide cloud reservation system and back-office solutions for boutique hotels. Our core business model is B2B2C. Started the journey in Dec 2013, to date, we have moved pass the MVP (Minimum Viable Product) stage and market validation stage; which mean we are kind of clear on who we wanted to be and who is willing to pay for our products. But that alone is not the holy-grail yet (which I thought it was when I first started), cause having a product that is sell-able does not mean sales (as in $) all together. Or at least, not a consistent stream of business growth. There’s still works need to be done.

 NOTE: As the main purpose of this post written is to serve as a guide or starting material to my colleagues, I’m gonna update this as I make progress in this area.


Below is my assumptions or my plan of attack in sequence

1. Online Marketing (focus on leads)

2. Study user-behavior on landing page (CrazyEgg)

3. Online Marketing (focus on conversion)

4. Track conversion.

5. Repeat Step 1 – Step 4 again, but this time focus on improvement points (cost, conversion, self-service signup, marketing message etc)


1. Online Marketing

  • Marketing is not sales yet, it’s a step that took place before actual sales happened.
  • Every marketing campaign must have their own objective. E.g.
    • Newsletter Sign up
    • Membership Sign up
    • Watch a video introduction
  • In Softinn B2B2C business, we have two customers (Hotel, for B2B) and (Travelers, for B2C).
  • As many will argue, should we get the hotels first or the trailers first. The well-known Chicken and Egg puzzle.
  • My thought is not to have the Chicken nor Egg first because it’s not easy to solve “Chicken and Egg” puzzle (at least for me).
  • I’m thinking – if I can’t have Chicken of my own, but that does not stop me from getting Chicken from someone else farm. The idea is that – we have to be so good that Chicken (from the neighboring farms) literally came over once a while (just to chill or what so ever, as long as they visit my farm and love it).
  • So, the strategy to do this is by FREE listing of hotel / homestays business on our marketplaces.
  • Hence, this set the tone of my first Online Marketing objective – to get Chicken from someone else farm!


  • Assuming that I’m going to run a Google Adwords Campaign and it will work. But the questions are “How do I know it works?!”
  • Marketing campaign must be done with a measurement metrics, at least a tool that help monitor how well we do.
  • This finding is not recoded in Step 1 or Step 2 but I believe it must be done before we really move from Step 1 to Step 2.
  • At first, I thought I’m just gonna set a budget and let the advertisement burnt my monies. I quickly realize that was the wrong way to do as Google ask me question like – “How much do you think a converted action worth to your business”. Awesome! that means I have to came out with the number how much a listing will worth for my business.
  • My ultimate goal of getting a Chicken over to my farm is to hope that they will stayed in my farm forever. In my case, I only know if the Chicken (Hotel, B2B) will stay if they sign-up the agreement to sell on my website. And which I know every Chicken/Homestay signup means RM 50 / month for us.
  • Lets’ take a Chicken life span in my farm for 2 months. That means every Chicken that converted worth RM 100 for us.
  • To answer Google “How much each converted action worth to my business” means Advertisement Click > Listing > (Filter: 10% of those listed signup) > Signup (RM 100 worth per signup). In another word, to get 1 signup, I need to get 10 listings. 1 signup worth RM 100, so 10 listing (that will bring 1 signup) also worth RM 100. You know the maths. That means, each listing worth RM 10 for me.
  • Google Adword offers “Tracking Page Load” and “Tracking Button Click” as measurement of conversion. For us, page load does not mean conversion until a “Add New Listing” button is click to submit new listing. Please choose thie measurement carefully (get your product developer to assist in the installation).
  • During the installation, of button tracking; we found this window.goog_report_conversion(“/Listing/Success”); provided by Google Instructions, please take note that the URL (in our case “/Listing/Success”) is the redirect URL after Google Conversion register the conversion. It took us a while to figure out. We thought we were suppose to put the URL of the conversion took place (which is wrong).

Reading Materials and Actions Taken:

[Signing Out: 07.July.2015, will continue this post once I get back from data and then move on to Step 2. ]


I’m an ASP MVC programmer, love it because of its structured project architecture (where the frontend and backend well separated). Framework like this (ASP MVC) makes programming works easier and fun, cause it’s more organized. So, complicated projects can be done by multiple programmers contributing at different part of the project while sharing the same coding pattern (at least from the structure point of view). Been sometime I wish there are such framework exist on the FrontEnd, until I read about AngularJS 🙂 Below are some of the note and useful links I recorded while learning my way to master AngularJS.


Must Read


Example Driven Articles

Best Form binding example


Best Form Validation example


Good explanation of AngularJS Factory, Service etc


Articles for ASP MVC Programmers

If you are an ASP MVC programmers like me, these are the good ones that give you a picture of how ASP MVC works with AngularJS


Cheat Sheet


My Personal Observations and Notes

Below are my prefered sequence of developing App using AngularJS from scratch

  1. Start with server side repository
  2. Create an empty project
  3. Create Resource
  4. Create Controller
  5. Create Modules
  6. Create Views
  7. Create App
  8. OAuth App


Below are the sequence of how I learn specific segment of AngularJS

  1. Directives, Filters and Data Binding
  2. Views, Controllers and Scope
  3. Modules, Routes and Factories


To Make Your FrontEnd Looks Cool

AngularJS Animation when a new item is added to the list. Can consider to use this css created –

Good tutorial guide on how to add animation –



Other links suggested by my friends



Good Reading on Best practice for AngularJS


Misc Links


Creating websites and web applications used to be my day-to-day job (now, luckily; I have a team to assist me). Anyway, this blog post is not about my startup but it’s about something I wish I had when I create web application project. Imagine if I could create a new project that always includes all the “Must-Have” elements in my web project instead of getting the default empty ASP MVC template (from Visual Studio) and then adding those items myself. For example, I love AngularJS & Font-Awesome; I don’t want to install them manually every time I create a new project. Hence, the born of this project template. The source code is available on GitHub –

Below are the guides on how to install the project template to your Visual Studio.

1. Download from

2. Saved it to VS project templates folder. Mine looks like C:\Users\JeeShen\Documents\Visual Studio 2013\Templates\ProjectTemplates

3. Launch Visual Studio > New Project. If done correctly, you can choose to use BvAspMvcTemplate.


Below is a sample project that I created using the project template. And also the website out of the box (not even a single line of code yet!)

Feel free to contribute to this project and send me Pull Request at GitHub. Thanks!