Startup Marketing Conference - Stacking the Odds for Authentic, Sustainable Growth
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The document discusses strategies for startups to achieve authentic and sustainable growth by stacking the odds in their favor, particularly through understanding product/market fit. It emphasizes the importance of optimizing for must-have customer experiences to improve retention and conversion rates. A case study highlights successful growth through effective optimization, leading to significant valuation increases.
![MustHave Experience
MeasuringP/M Fit
Measuring yourstartup’s growth potential
“Very Disappointed” Recommendation
More than 40% Focus on retention cohorts, start transitioning
Less than 40% Keep iterating product, positioning, and targeting
Must HaveQuestion
How wouldyoufeel if youcouldno longer user [Product]?
Usage
• Lengthofvisits
• Repeatvisits](https://image.slidesharecdn.com/smc2014seanellis-140328173846-phpapp02/85/Startup-Marketing-Conference-Stacking-the-Odds-for-Authentic-Sustainable-Growth-7-320.jpg)
![IncreaseDesire
Increase Desire
Understand visitor intent
• Ask:Whatareyouhoping[X]can doforyou?
• Ask:Doesthispagemakeyouwanttosign up?
• User test for“ahamoments”](https://image.slidesharecdn.com/smc2014seanellis-140328173846-phpapp02/85/Startup-Marketing-Conference-Stacking-the-Odds-for-Authentic-Sustainable-Growth-12-320.jpg)
Startup Marketing Conference - Stacking the Odds for Authentic, Sustainable Growth
- 1. Stacking the Odds For Authentic,SustainableGrowth Sean Ellis Founder& CEO Qualaroo& GrowthHackers.com
- 2. Agenda • How todetermine startup’sgrowthpotential • Whystackingthe oddsis critical forreachingyourstartup’sgrowth potential • How tostacktheoddsforgrowth • Casestudy–How stackingthe oddsforgrowthwascritical tobuilding a$1B+company
- 3. About Me • Founder/CEOatQualaroo& GrowthHackers.com • PreviouslyVP MarketingfromcustomerzerotoIPO filing at LogMeIn & Uproar.com • Then6-monthmarketingrolesatDropbox,Lookout, Eventbrite…
- 4. Marketer’sRole? Marketer’s Role? Realize full growth potential of a product • Tapintofull potentialforauthenticgrowth • Growingbeyondpotentialisunsustainable • Product/marketfit definespotential
- 5. P/M Fit Foundation P/M Fit Foundation Foundation of all sustainable growth Growth Stacking the Odds Product/Market Fit
- 6. Product/MarketFit Product/Market Fit Authentic growth requires product marketfit • Largegroupwantsorneeds yourproduct
- 7. MustHave Experience MeasuringP/M Fit Measuring yourstartup’s growth potential “Very Disappointed” Recommendation More than 40% Focus on retention cohorts, start transitioning Less than 40% Keep iterating product, positioning, and targeting Must HaveQuestion How wouldyoufeel if youcouldno longer user [Product]? Usage • Lengthofvisits • Repeatvisits
- 8. MustHave Experience Must Have Experience Thekeyasset for a product/marketfit startup • How do“musthave” customersuseproduct? • Ask:Whatisthemain benefityoureceive? • Ask:Whyis thatbenefit importanttoyou?
- 9. P/M Fit Foundation Stackingthe Odds Critical for reachingyourgrowth potential Growth Stacking the Odds Product/Market Fit
- 10. WhyStack the Odds? Stack the Odds for Growth Optimize percentage that reachmust have experience • Opens profitablemarketingchannels • Makesallmarketingmoreprofitable • Beatcompetitionin channels Growth Stacking the Odds Product/Market Fit
- 11. Stacking the Odds How to Stack theOdds Optimize to reachyourgrowth potential • Increasedesireformusthaveexperience • Reducefrictiontodelivering MH experience Growth Stacking the Odds Product/Market Fit Desire–Friction =ConversionRate
- 12. IncreaseDesire Increase Desire Understand visitor intent • Ask:Whatareyouhoping[X]can doforyou? • Ask:Doesthispagemakeyouwanttosign up? • User test for“ahamoments”
- 13. Reduce Friction Reduce Friction Find friction preventing must have experience • Studyfunnelanalyticsfordropoffs • Ask:Anythingpreventing youfromsigning up? • Runusabilitytests(Usertesting.com)
- 14. Start testing variations StartTesting Variations Test to increase desire and reduce friction • Stronghooksbasedonintent research • Fix issues(fearandconfusionfriction) • Testing never stops…
- 15. Calibrate growth engine CalibrateGrowth Engine Valuedelivery machine • Hookandpromiseconnect • “Promise”aboutmust haveexperience(authenticityover response) Must-Have experience Hook Promise
- 16. OrganicGrowth Organic Growth Strong value delivery drives organic growth • Retention/loyalty • Wordof mouth • Up selling
- 17. P/M Fit Foundation ScaleGrowth JoinFreeGrowthHackers.com Community Growth Stacking the Odds Product/Market Fit
- 18. Case Study Case Study Optimization unlocks growth • Growthbeforeoptimizationwasfrustrating • First 4monthsofOptimization:1000%visit-to-purchaserate improvement • Growthchannelsnowscaled • Over $1Bvaluationtoday
- 19. Key Takeaways Key Takeaways Optimization unlocks growth 1. Marketerroleis toreachpotential 2. Product/marketfit definespotential 3. Understandmusthaveexperience 4. Increasedesire, reducefriction 5. Valuemachinedrives organicgrowth