Paglo
Disruptive Technology Launch: Introducing the world’s first "search engine for IT."

Challenge

Paglo’s founders had previously led Network Chemistry, a wireless security company that was sold in mid 2007. The founders regrouped and began building a new company around a Web 2.0 technology that would make it possible for small businesses and IT consultants to search their networks and networked devices using a free, on-demand service.

Breakaway (which had a long-term relationship with Paglo’s executive team) was hired to launch the company and its service. The objectives of the launch were to:
  • Build awareness of Paglo and IT search
  • Drive massive signups of the public beta
  • Position CEO and CTO as industry spokespeople on trends and direction of search, collaboration and social networking technologies.

While Paglo offers a unique set of capabilities, it was competing for mindshare with traditional systems management tools, as well as with several startups offering seemingly similar services.

Our Strategy
  • Launch in 3 phases:
    • First, build Paglo blog presence and participate in online industry conversations
    • Second, launch Paglo and announce its private beta service
    • Third, launch the Palgo private beta
  • Create simple, jargon-free messages and incorporate Web 2.0 “look and feel” in all launch materials
  • Focus on top-tier Web 2.0 blogs to drive downloads and build buzz
  • Provide early looks of beta service to select top-tier bloggers

Results
Private Beta/Company launch                   
  • Secured more than 20 briefings with top-tier bloggers like TechCrunch, CNET, GigaOm, ReadWriteWeb, PC Magazine, and Mashable, as well as IT trades
  • Secured more than 50 unique pieces of coverage that conveyed Paglo’s key messages, including high-profile posts in PC Magazine, PC World, CNET, Mashable, GigaOM, and others with headlines like “Paglo IS Google for IT”
  • Successfully positioned Paglo as the “first search engine for IT” despite earlier claims to the same by competitor Splunk
  • Drove more than 2,000 IT professionals to sign up for the private beta

Public beta launch
  • Secured more than 20 briefings with top-tier bloggers and IT media
  • Secured coverage in 16 top-tier targets including TechCrunch, CNET, TechTarget and others
  • Drove more than 2,000 downloads in the first week alone
  • Positioned Paglo as an innovator and market disruptor with its unique blend of search and social technologies to solve IT problems



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