mulenga agley - how to hack your way to sustainable growth

Hacking your way tosustainable growth

TRACTION GROWTH SCALE

/in/mulengaagley

@inthescript

• 3D / CGI artist, software developer

• 8 years in marketing and advertising

• VP product and growth at Monese

Who is Mulenga?

• Best-Challenger Bank In Europe • Emerging Payments Award • Horizon2020 Award • Financial Inclusion Programme of the Year

Award winning service

Open to locals and internationalsNo domestic proof of address or credit history required

Get a banking account in 120 seconds on your mobile

Instant and 100% mobile

£100M+ PROCESSED

IN FIRST YEAR

1M+ TRANSACTIONS

IN FIRST YEAR

75% USEAS MAIN ACCOUNT

IN FIRST YEAR

TRACTION

Validate your core value proposition is product market fit possible?

Stimulate demand,limit availability test and learn whilst building hype

Always start by building an email list 40x more effective than social1

1. McKinsey iConsumer Survey

In original version people could invite 2

friends for earlier invite

INSANE open rates!

Match audience identity across devices work toward accurate attribution early

Click ad / link on desktop

Review desktop site

Switch to mobile

Install app

Open account

url tracking lost

url tracking

who is this guy?

must be organic!

£x cpcad appears ineffective

attributed to organic

what is your CPA by channel ?…

Invite URL

DEVICE FINGERPRINTMobile App install

App signup Invite(s)

Desktop Landing SMS

CHECKFINGERPRINT

TRACKINGDEADZONE

Resurface USPs if userdoesn’t convert ensure users see unique selling points

• counter common objections, fears

• cookies, cookies for everyone

• sales, personalisation, remarketing

Get sticky before stepping on the gas it’s harder to fill a leaky bucket

Zero churn 60% greater MRR

than 2.5% churn

Tiny changes in churn rate have dramatic impact on revenue

GROWTH

There are 5 scalableacquisition channels Paid, SEO, Referrals, Partnerships, Sales

Recenter your brandaround active users brand is the ultimate conversion weapon

70% LOWER CPA

AFTER BRAND REFRESH

If you can afford to,incentivise referrals Incentivise, gamify, or both!

Geolocation driven copy significant increase in conversion rate

Follow the journey of startups that have scaled re-run the plays of the winners

• Other people have spent money finding your audience

• Not all of them will be competitors

• Deconstruct their strategies and tactics

• Tap into their sources of leads

Inbox targeting getting emails from competitors?

Do Youtube instead of TV 2nd most popular search engine globally

• Videos are 53x more likely to rank on 1st page1

• 1p - 12p per view. A view counts as 30 seconds or finished video

• Can be used for direct response. Detailed targeting, clicks, leads

1. Forrester research

Once a channel is working, clone it… everywhere more leads, for the same collateral

Identify trends and land grab whilst competition low act early and capitalise

Congrats, you’re a psychologist now leverage ego and emotion to drive action

Build your push campaigns from lego blocks FTW Establish which micro components work

Hey, {first name}! {Several deposits} arrived today, {check} your {recent transactions} {now}.

Hey, {first name}! {Several deposits} arrived today, {check} your {recent transactions} {now}.

- money

- payments

- £X

- review

- export

- transactions

- statement

Maintain a connectionusers perceive as valuable give consumers a valid reason to return

• Badging - remind people there are important updates to check

• Push notification - extend product’s core value. Headline overview

• Widgets - offer utility and build reliance

• Drip email sequences - personalised path to expand product use

SCALE

Running a high performing growth team build a rhythm not a regime

GENERATE IDEAS

PACKAGEIDEAS

WEEKLYMEETING

Prioritise

Plan tests / Assign

Analyse prev / go live

CATALOGUE

MEASURE

IMPLEMENTTESTS

Autonomous

Accountable

Hypothesis

Research

Score

On going analysis

Statistical significance?

Open to anyone

Make data accessible

Add to wiki

Categorised/indexed

Searchable

Get your audience to reveal themselves counter exit intent in realtime

LostConvert

£

Traffic drivers

Non-convert

Re-targeted

Re-engaged

Convert

Lost£

Traffic

Exit interception

Personalisedremarketing

Convert

Non-Convert

Lost

Remarket

Cookied / tagged

Personalisedlanding

Re-engagedSaleslead

There’s an AI for that Outsource your growth hacking to bots

THANK YOU!

/in/mulengaagley

@inthescript