city unruly scaling-up and loving it
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SCALING UP AND LOVING IT! THE UNRULY PERSPECTIVE
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SCALING UP!
You have successfully started a venture
Can you adapt to a larger workload?
…without compromising performance or losing revenue?
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SCALING UP
The Scale-Up Challenge, November 2014
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IT ALL STARTED IN 2006…
What is Unruly? The leading programmatic
platform for Social Video advertising
Work with brands and their agencies to get their videos watched, tracked and shared across the open web
Our Vision Be the Global Leader for
Social Video Advertising Our Mission
Deliver the Most Awesome Social Video Campaigns on the Planet
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HOW WE HELP BRANDS
Unique Data Set 1.3 trillion video views Analysis of 116 million
shares per day Sharerank
Target custom audiences Video Mobile Native
Monthly audience - 1.27 billion uniques
Open Web Outside of YouTube
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THOUSANDS OF CAMPAIGNS…
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FROM A HUMBLE BEGINNING…
Private company HQ in London 15 offices Americas, APAC and EMEA 190 people $43m annual revenue 2014 c. 40% annual growth
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THIS DIDN’T HAPPEN OVERNIGHT
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THE MYTHS ABOUT SCALING UP
Myth 1: All growth is good! Myth 2: Bigger is always better Myth 3: Businesses must “grow or die”
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THE TRUTH ABOUT SCALING UP
Truth 1: Scaling up can be good or bad Truth 2: Bigger is NOT always better Truth 3: Businesses must “improve or die”
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WHY DO STARTUPS FAIL?
20 January, 2014
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PREMATURE SCALING UP
Startup Genome Report Extra on Premature Scaling, March 2012
74% of high growth internet startups fail due to premature scaling up No startup that scaled up prematurely passed the 100,000 user mark 93% of startups that scale up prematurely never break the $100K revenue
per month threshold Startups that scale up prematurely outsource 4-5 times as much of their
product development than startups that scale up properly Before scaling up, funded startups that scale up prematurely are on average
valued twice as much as startups that scale up properly and raise about three times as much money
The team size of startups that scale up prematurely is 3 times bigger than the startups that scale up properly at the same stage
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ARE YOU PREPARED TO SCALE UP?
Why should we do it? How much should we grow? Are we ready to scale up? Are the right people, processes
and controls in place? What do we need to do to
prepare for scaling up? What are our risks of scaling up? How will we manage those risks? What are the “red flags” that
we may be growing too much or too quickly?
Growth will stress existing people, processes and controls. Growth requires the entrepreneur to fundamentally change.
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1. GET THE BASICS DOWN
1.Ensure that your core product reaches “market fit” 2.Discover your largest core users 3.Identify the marketing channels with biggest ROI 4.Make sure you have the resources to scale up
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2. CLEAR OUT THE NEGATIVE BEHAVIOUR
1.Nip it in the bud 2.Adequacy before excellence 3.Try time shifting 4.Focus on the best times, the worst times, and the end
Before you even start, try to eliminate destructive behaviour
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3. DEAL WITH YOUR ILLUSIONS
1.What used to work may no longer work 2.Firm age and size lead to stability 3.Success breeds overconfidence
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APPLYING HESS’ THEORY
Strategic Focus Operational Excellence Constant Improvement Customer Centricity High Employee Engagement
The qualities that consistent, high performance companies have…
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STRATEGIC FOCUS
SHARED RESPONSIBILITY Equal voice & contribution =
commitment Consistent diagnostics XP - Agility to move with the
market XP - Lots of small changes add
up to big difference
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STRATEGIC FOCUS CTD.
MANAGEMENT Strategic Anchors Thematic Goal
Defining Objectives Standard Operating
Objectives Quarterly Town Hall Visible goals OneRuly Day Friday Flash
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OPERATIONAL EXCELLENCE
Consistent communication Pre & post-sale Between teams
Never be chased KPI optimization Seize opportunities
Upweights Renewals
Reject failure on client deliverables
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CONSTANT IMPROVEMENT
Retrospectives The Good The Bad
NPS Our Clients Our Staff
Accept sunsetting
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CUSTOMER CENTRICITY
Collaboration Client-centric roadmap Be rationale Get there quickly
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HIGH EMPLOYEE ENGAGEMENT
Social and inclusive Open floor Awards Celebrate success (all the time) Unruly Values
#DeliverWow Embrace Change Share The Love
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THE GROWTH AHEAD – MY TAKE
No fear Confidence
Challenges we’ve overcome Ability to problem-solve
Awesome people Delegation Trust Everyone a stakeholder Enjoy the growth
We’re building something special
Not just a job Inspired by the next level
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DOES SCALING UP END?
Scaling up is about transmitting the qualities of your OWN particular excellence
Scaling up is about continuing to
move ahead!
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SOME FOOD FOR THOUGHT!
“Adapt what is useful, reject what is useless and add what is specifically
your own”
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STEPS
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