data driven going to market strategy

Data-driven going to market strategy

@sbelak simon@goopti.com

0. Understand what’s your basic unit of scaling

1. Where?

Candidate list

Candidate list

Narrow down

• Desk research

• Interviews

• Leverage existing data

country preexisting userbase conversion rate CPC word of mouth

DE 1776 5.8% €0.72 50%

ES 4022 8.7% €0.29 52%

FR 1907 9.1% €0.68 49%

PL 347 7.2% €0.53 39%

AT 465 4.0% €0.68 37%

SI 50209 6.6% €0.12 50%

IT 13176 3.1% €0.24 36%

2. Acquisition channels

Cost dynamics

Cost x Time

“Do things that don’t scale” — P. Graham

Predictability is key

Example: B2B sales

• Sales cycle: X days

• Y new customers/month per sales person

3. Segmentation

… is a process

cost model +

value model +

segmentation +

acquisition model

cost model +

value model +

segmentation +

acquisition model

4. every channel

has its own cost dynamics

1. customers from

different segments have different (life-

time) value

3. customers from

different segments come

from different channels

2. customers from

different segments costs

differently

(4. When?)

Seasonality

• Different segments

• Different behaviour

• Different volumes

5. Path to profitability

become profitable

stop loosing more money

with each additional booking

passengers/city/day

take

rate

[eur

]

⥁

Cost x Time

passengers/city/day

Market Stage

www.hekovnik.com | Source: Joe Betts-LaCroix This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/

13,5% 34% 34% 16%2,5%

⥁Hypothesis

1.Where?

2.Acquisition channels

3.Segmentation

4. (When?)

5.Path to profitability

Questions@sbelak

simon@goopti.com