marketing in a mission driven startup
TRANSCRIPT
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@nilanp
Marketing in a Mission Driven
Startup.
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@nilanp
1. Growth 2. Culture 3. Marketing
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First introductions.
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@nilanp
INTROS
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Transferwise… a mission driven
startup ?
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Transferwise was started to solve a problem
@nilanp@nilanp
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In our case a personal pain point helped to see an epidemic dysfunction in the entire industry,
which lacked any natural force of improvement or move towards resolution.
— Kristo Käärmann & Taavet Hinrikus @nilanp@nilanp
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@nilanp
A mission driven startup = A catalyst for changing the world
@nilanp
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1. Growth
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@nilanp
$0.5 million ➤ $1 Billion
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@nilanp
60 ➤ 600 TransferWisers
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@nilanp
Evangelism is the biggest driver of growth
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We believe we can create evangelical customers.
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Why do people recommend our product ?
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RATIONalRational Emotional
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RATIONalProduct Cause
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RATIONal
Speed Price
Convenience Coverage
Cause
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To achieve advocacy your product needs to be an order of magnitude
better than the alternative
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But don’t do this as “growth hack” do it because the world deserves it
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RATIONal
Speed Price
Convenience Coverage
Cause
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Money without borders.
Instant, convenient, transparent and eventually free
We’re powering money for people and businesses:
to pay, to get paid, to spend, in any currency, wherever you are, whatever you’re doing
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You can’t copy that !
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2. Culture
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Culture = optimising for speed
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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
@nilanp
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@nilanp
The currencies teams launches new currencies
@nilanp
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@nilanp@nilanp
It is autonomous & independent
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@nilanp
Regulated and
available
Instantly and almost zero cost
IdentityOnboarding Worry EvangelismProblem awareness
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Currencies OperationsVerificationConversion Experience ViralityMarketing
@nilanp
Regulated and
available
Instantly and almost zero cost
IdentityOnboarding Worry EvangelismProblem awareness
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@nilanp
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What drives our growth rate ?
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@nilanp
Brazil
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3. Marketing
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How I used to run marketing
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Revenue
Marketing $$$$
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Revenue
Marketing $$$$
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THE INFINITELY SCALABLE
MARKETING CHANNEL DOESN’T EXIST
Revenue
Marketing $$$$
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What is the problem marketing is solving ?
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MARKETINGS JOB IS TO FIX THIS
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The best form of marketing is changing the law
www.stophiddenfees.co.uk
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Affiliates.
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Facebook.
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@nilanp
1. Growth 2. Culture 3. Marketing
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Mission Driven Marketing
@nilanp