path to scale: moving from incremental to exponential
TRANSCRIPT
Path to Scale:
1
Moving from IncrementalTo Exponential
At Oxford Road, we are Agents of Influence.
Our mission: To grow disruptive companies
with best in market performance at
maximum viable scale.
We help young, tech startups grow into rich
and famous brands with spots and
endorsements on Podcasts, Radio and
Television.
We’re frequently approached by with the
same basic proposition:
“What’s the minimum we can spend on a test?”
“If it works, we’ll spend more!”
Everyone is afraid at first, so we start out with small, minimum viable tests to build
faith.
...but your business is growing, and so is your
appetite. It’s time to hunt for larger prey.
But there’s a challenge that separates you from
the Promised Land…
You continue to pursue
INCREMENTAL growth, hoping it turns into
EXPONENTIAL growth.
You wonder:“Is it really working?” “Are we measuring it right?”“Aren’t promo codes and vanity URLs bad for our brand?”“Are we buying the right programs”?
You find yourself spending time worrying about optimizing $400 line items.
You default to analysis because… you’re supposed to be a tech company.
Now you feel stuck somewhere between
fear of loss and
prospect of gain.
Board Pressure mounts and demands you maintain efficiency while you scale.
...while the competition smells blood in the
water.
Good News
There is an easier way to get to the promised-
land!
Here are your keys to success:
1. You must know that your product and funnel is good.
2. You must know that your messaging is clear.
3. Most importantly, you must…
Swing for the Fences
Pursue High Six-Low Seven Figure
Incremental Media Opportunities.
...and
Burn Some Bridges
Face it: You are too big to avoid spending enough to see true
baseline lift.
Advertising without baseline lift is flying by
instrument. You’re going to have to spend
at new levels to gain altitude.
The Great Marketing Conundrum:
“How can I be analytical in my
methods but bold in my investment?”
Embrace the Objections:
“It’s too expensive, we don't have that kind of money lying around"
“It will look terrible to the board if we fail”
“Not sure we trust measurement”
“Not sure our funnel is ready”
“Can’t we just keep running small tests?”
Reasons to Move Forward:
Learn fast and have road map
Put measurement doubts to bed with true lift.
Gain market share from competitors
Capture finite Endorsements and Media Real Estate.
Achieve True scale.
But what if it doesn’t all work?
Don’t worry, it won’t.
...feel the BURN
...But we will:
1. Test outside of comfort zone2. Learn Fast3. Scale Big
- Increase the best- Optimize the middle- Cut the crap (and leave it
for your competitors)
You must have the courageto trade
INCREMENTAL for
EXPONENTIAL