Shark Tank Entrepreneur Takes a Bite Out of Google

Wednesday, Feb 17, 2016
Guitar learning system case study

INTRODUCTION

In February 2012, ChordBuddy Founder and CEO, Travis Perry, took a humble idea meant to help his eight-year-old daughter easily learn to play guitar to the hit ABC television show, Shark Tank.

After striking a deal with Shark Tank Entrepreneur, Robert Herjavec, ChordBuddy has taken the most popular, yet most difficult instrument to learn, and made it among the most instantly rewarding, and best of all, easiest instruments to learn how to play.

But despite the celebrity spotlight ChordBuddy enjoyed after being showcased on Shark Tank, the innovation still hadn’t garnered the attention of millions of digital consumers clamoring for an easy-to-learn way to play guitar.

ChordBuddy required a revolutionary approach to putting a revolutionary tool in the hands of a global digital searcher. With millions of people searching Google every day for guitar teaching solutions, ChordBuddy needed to become the digital answer to this popular digitally-expressed question.

CHALLENGE

ChordBuddy was designed to combat the wealth of popular reasons NOT to learn how to play guitar. Learning is a slow process, for instance. It can also be discouraging, as we learn to contort our hands into unnatural shapes. Perhaps worst of all, learning to play guitar is, at first, a physically painful experience too!

The truth is that many trying to learn, would just give-up before ever enjoying any success.

So ChordBuddy had a unique digital challenge ahead:

Identify and target a Google searcher who not only wants to learn how to play guitar, but who also expresses as passionately, their disapproval for the conventional means of learning that are currently available.

Like most guitar teaching solutions found online, too often ChordBuddy’s digital footprint spoke only to searchers who didn’t need a teaching system, because they already knew how to play guitar. In short, guitar players found ChordBuddy easily because ChordBuddy’s digital presence was only appealing to other guitar enthusiasts. And so ironically, the people most motivated to purchase ChordBuddy, were also the least likely to find it online.

ChordBuddy’s digital presence was simply not intersecting with consumers eager to learn how to play guitar, but who were also fed-up with the wealth of dissatisfying methods they had tried in the past.