lafi 2015 sales & traction bechtel
TRANSCRIPT
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Building a GrowthEngine: Startup Salesand Marketing
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Images courtesy of ValueChainGeneration
Build with
a GrowthEngine
Early Stage & Growth Stage
Product Market Fit Scaling
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! “A systematic process and the organizational
infrastructure required to commercialize new
businesses. It provides a platform to help companies
grow by proactively and repeatedly finding,evaluating, and executing new business
opportunities.”
! “A growth engine is not a short-term, one-off solution,but rather a comprehensive approach to building
disciplined and sustainable capabilities. Once in place, the growth engine has the potential to
continuously propel new business innovation, thereby
sustaining growth for years to come.”
- Deloitte, “Developing a Growth Engine”
*
It’s a“Systematic
Process”
What is a Growth Engine?
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BlueDeer
a Growth Agency
!
What metrics demonstrate product/market fit?
!
What “job to be done” drives themost user action?
!
What acquisition channels workbest for driving early traction?
!
What drives retention and customerhappiness?
Who’s Going to Get YouThere?
Step 2: Focus on the Customer
“Facts Exist Outside the B
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BlueDeer
a Growth Agency
Develop Buyer Personas
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BlueDeer
a Growth Agency
Attributes of a Buyer Persona
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Know the Competition
Step 3: Differentiate
!
Who is the competition, present & future?!
What are your barriers to competition? (IP?)
!
How will you defend profits & market share?
!
How are you different?
a.
best way to avoid commodity hell (where u can’tconvince customers/investors you are better)
!
Competitive Matrixa. Competitors vs features (then check off or add more
data to cells)
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BlueDeer
a Growth Agency
Be Clear on Your Positioning
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Engines of Growth
According to Eric Ries, author of “TheLean Startup” there are there are 3
Engines of Growth:
1. The Paid Engine of Growth
2. The Viral Engine of Growth3. The Sticky Engine of Growth
FIND YOURENGINE(S)
OFGROWTH!
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Know Your Media Channels
Step 4: Select Channels
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Know Your Acquisition Channels
News/PR Blogs
SEOSocial
Partners
Ad Networks
Videoand Webinars
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Acquisition Flow Plan
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BlueDeer
a Growth Agency
*Prioritize Channels for TestingAcquisition Channel
Channel
Type Priority
Channel Reach
(Rate 1,2,3)
Channel Time to
Cash (Rate 1,2,3)
Channel
CAC
Estimate
Channel
Conversions
Channel
CAC Actual
Google Organic Search
Earned
Media 1 1 1 $25 TBD TBD
Tech Press
Earned
Media 1 2 2 $50 TBD TBD
Word of Mouth/Customer Referral
Earned
Media 1 2 1 $15 TBD TBD
Owned
Media 1 3 2 TBD TBD TBD
Google PPC Paid Media 2 1 2 $150 TBD TBD
Facebook Ads Paid Media 2 1 2 $150 TBD TBD
Company Blog and Website
Owned
Media 2 3 2 $15 TBD TBD
Strategic Partners Partner 2 1 3 $75 TBD TBD
Guest Blogging
Earned
Media 3 2 2 $50 TBD TBD
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Become a “Funnelholic”
! Not enough new prospects enteringthe top of the funnel?
! Not enough of the “right” prospects
! High acquisition costs
! Underutilized channels
!
Slow velocity through the funnel
! Prospects “stuck” in the wrongstages
! Not enough prospects reaching your
funnel “goal”
The purchase or
purchasing funnel is a
consumer focused
marketing model which
illustrates the theoreticalcustomer journey towards
the purchase of a product
or service.
PURCHASE FUNNEL
Step 4: Review Your Funnel Metrics
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A Growth Engine Funnel
Not just any engine...
a G.O.O.D. (Goal Oriented,Opportunity Driven)
Growth Engine!
*Courtesy Blue Deer LLC
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! Test new programs
!
Use an integrated cross-channel approach!
Create content that inspires
! Optimize conversion points
! Execute efficiently and consistently
!
Review KPIs!
Kaizen
G.O.O.D.Goal
OrientedOpportunity
Driven
Constantly Tune The Engine
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BlueDeer
a Growth Agency
The Goal
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BlueDeer
a Growth Agency
!
Beta List Subscribers
!
Downloads
! Activation (One-time Use)
! Active Users (Repeat Use)
! Referrals
!
Revenue
*Traction demonstrates product/market fit
Early Stage: Traction*
Traction Goals:
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BlueDeer
a Growth Agency
Relentlesslypursue
customerneeds
Stay Focused on the Market
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BlueDeer
a Growth Agency
Chris BechtelGrowth Hacker and AdvisorBlue Deer LLC [email protected] Twitter: @chrisbechtel
growth-engine-insights.bluedeer.com
Strategize, Planand Execute!!
Addl. ResourcesMarc Andreesen’s Blog Archive eBookhttp://a16z.com/2015/01/09/pmarca-blog-ebook/
Dave McClure’s Startup Metrics for Pirate:http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Stuart Eccles’ Lean Startup Metrics:http://www.slideshare.net/stueccles/lean-startup-metrics
Andreas Klinger’s Metrics for Early Stage Startups:http://www.slideshare.net/andreasklinger/metrics-for-early-stage-startups
Ash Maurya’s 3 Rules to Actionable Metrics in a Lean Startup:
http://practicetrumpstheory.com/3-rules-to-actionable-metrics/