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BUILDING A GLOBAL BUSINESS FROM THE BALTICS

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HOW TO BUILD A CULTURE THAT BUILDS PRODUCT

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THAT GROWS ITSELF

FIRST INTRODUCTIONS

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INTROS

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HOW EXACTLY DID WE DO THAT ?

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EVANGELISM IS THE BIGGEST DRIVER OF GROWTH

WE BELIEVE WE CAN CREATE EVANGELICAL CUSTOMERS

SO WHY DO PEOPLE RECOMMEND OUR PRODUCT ?

RATIONALRATIONAL EMOTIONAL

RATIONALPRODUCT BRAND

RATIONALSPEED CONVENIENCE PRICE COVERAGE

BRAND

TO ACHIEVE ADVOCACY YOUR PRODUCT NEEDS TO BE AN ORDER OF MAGNITUDE

BETTER THAN THE ALTERNATIVE

BUT DON’T DO THIS AS “GROWTH HACK” DO IT BECAUSE THE WORLD

DESERVES IT

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PEOPLE DO NOT TALK ABOUT MONEY TRANSFER IN THE PUB

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GIVE YOUR CUSTOMERS STORIES TO TELL

You can’t copy that !

RATIONALSPEED CONVENIENCE PRICE COVERAGE

A MOVEMENT

RATIONALSPEED CONVENIENCE PRICE COVERAGE

OWNERSHIP PRIDE

HOW DOES THIS SCALE ?

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CULTURE

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PRODUCT = PEOPLE

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WE WORK IN AUTONOMOUS INDEPENDENT TEAMS THAT

FOCUS ON KPIS THAT MAKE A DIFFERENCE TO OUR

CUSTOMERS AND DRIVE OUR GROWTH

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THE AML TEAM KEEPS THE BAD GUYS OUT OF TRANSFERWISE

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IT IS AUTONOMOUS & INDEPENDENT

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CUSTOMERS

CRIMINALSPARTNERS REGULATORS

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Customers —> % Payments Suspended % Released in X Hours

Criminals —> # Suspicious Cases Found

Partners —> # F’ups? RFIs? Audits? Regulators # Police inquiries?

AML KPIS?

Currencies Payment Processing Verification Conversion

Experience

Virality

Marketing

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Fraud

AMLCards

Partnerships

RequestMoney

BusinessUSD Instant Payments

Scalable Acquisition

PaymentAutomation

SCALING IN THE BALTICS

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OR HOW BALTIC TALENT POWERS TRANSFERWISE

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THE BALTICS - A GREAT PLACE TO START A GLOBAL BUSINESS

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BUT FIRST

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YOU’VE GOT TO BE FUCKING INSANE TO START A BUSINESS IN 3 LOCATIONS AT ONCE

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THE BALTIC PSYCHE IS OUR BIGGEST ASSET

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HIRE ESTONIANS (OR LATVIANS)

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HIRE ESTONIANS (OR LATVIANS)

LATVIAN

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BUILDING A PRODUCT IN THE BALTICS INTRODUCING PRODUCT ENGINEERS

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THESE ARE OUR UNICORNS

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IT’S NOT ABOUT CODE, IT’S ABOUT THE CUSTOMER

ENGINEERS ARE COMPLETELY AUTONOMOUS

ENGINEERS ARE PRODUCT OWNERS

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UNLEASH THE ENGINEERS PRODUCT “MANAGERS”

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PRODUCT MANAGERS CANNOT TELL ENGINEERS WHAT TO DO

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IF YOU FAIL TO INSPIRE AN ENGINEER

YOU WILL FAIL TO INSPIRE CUSTOMERS

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SUMMARY •ALTHOUGH THE BALTIC MARKETS ARE SMALL, AS PART OF THE EUROZONE, THEY ARE A GREAT LAUNCHPAD •ENGINEERING AND PRODUCT TALENT EXISTS - ALTHOUGH YOU WILL HAVE TO LOOK IN UNORTHODOX PLACES TO FIND IT •IT IS POSSIBLE TO RELOCATE TALENT FROM THE US TO THE BALTIC BUT EASIER TO SELL TO THE EAST •THE COST / TALENT TRADE OFF IN THE BALTIC CAN BECOME A GLOBAL COMPETITIVE ADVANTAGE

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SUMMARY •ALTHOUGH THE BALTIC MARKETS ARE SMALL, AS PART OF THE EUROZONE, THEY ARE A GREAT LAUNCHPAD •ENGINEERING AND PRODUCT TALENT EXISTS - ALTHOUGH YOU WILL HAVE TO LOOK IN UNORTHODOX PLACES TO FIND IT •IT IS POSSIBLE TO RELOCATE TALENT FROM THE US TO THE BALTIC BUT EASIER TO SELL TO THE EAST •THE COST / TALENT TRADE OFF IN THE BALTIC CAN BECOME A GLOBAL COMPETITIVE ADVANTAGE •NO BULLSHIT - LIFE’S TOO SHORT

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