lafi 2015 sales & traction bechtel

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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

Email

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

Email

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 chris@bluedeer.com 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/