is the juice worth the squeeze?
@danzelikman #BOLO2013
applying startup mentality to everything
who is this guy?
• 5 years in sales
• 2 years in media planning
• 3 years in agency life
• 2 years in a bootstrapped journ...
why startups?
• driven by impact, product, team
• lean, focused, make mistakes fast
• agile, versatile, many, many, many h...
problem statements
• why so much attrition?
– what are they trying to fix?
• agencies and clients, not aligned in goals
– ...
mo’ problem statements
• slave to email, reactive vs. proactive
– google hangouts, chat, groupme, yammer, kill
recurring c...
are we effective?
• effective > efficient
• quality > quantity
• is the juice worth the squeeze?
• what does success look ...
know your measurements
• quantitative
– metrics, usage, conversions, percentages
• qualitative
– usability testing, heat m...
what clients really want
• new customers
• customers with a great first experience
• to keep those customers happy (new on...
new people
• (make sure your product is ready)
• high volume channels
• low cost channels
• best performing channels
• seo...
happy first experience
• define it, it can be anything
• a click, a buy, a form fill out
• how long they engaged with the
...
keep them happy (coming back)
• keeping customers (or team members) is
less expensive than getting new ones
• not good, gr...
happy customers = evangelists
• if the product/experience rocks
• (and) if the customer service rocks
• (and) you stay com...
revenue
• what products make the most?
• what products are in the long tail?
• how are the approaches different?
• which i...
a few more tips
• 80/20 rule
• less is more – minimalism
• too many chefs, assign decision makers
• don’t use, “because in...
getting started
• start a movement, it takes two
• don’t try to convince everyone at once
• find your crew, define goals, ...
products I love (right now)
• blue apron
• *helloflo
• southwest
• phonebloks
• mercedes + casey neistat
• thunderclap
* I...
read
• rework
• delivering happiness
• 4 hour work week
• the thank you economy
me
• dan (zel-ik-man)
• @danzelikman
• dan@mentalpez.com
• mentalpez.com
• danzelikman.me
BOLO 2013 3P Track: Is the Juice Worth the Squeeze? Applying Startup Mentality to Everything.
BOLO 2013 3P Track: Is the Juice Worth the Squeeze? Applying Startup Mentality to Everything.
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BOLO 2013 3P Track: Is the Juice Worth the Squeeze? Applying Startup Mentality to Everything.

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From BOLO 2013 3P Track presentation by Dan Zelikman. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: www.boloconference.com

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BOLO 2013 3P Track: Is the Juice Worth the Squeeze? Applying Startup Mentality to Everything.

  1. 1. is the juice worth the squeeze? @danzelikman #BOLO2013 applying startup mentality to everything
  2. 2. who is this guy? • 5 years in sales • 2 years in media planning • 3 years in agency life • 2 years in a bootstrapped journalism startup • 2 years working with a variety of startups • = like, 100 years of experience
  3. 3. why startups? • driven by impact, product, team • lean, focused, make mistakes fast • agile, versatile, many, many, many hats • everyone’s on the same page • team members feel accountable to each other • always on the clock • (revenue yes, but not first)
  4. 4. problem statements • why so much attrition? – what are they trying to fix? • agencies and clients, not aligned in goals – invest in your clients, think long-term sustainable scale • too many long meetings, no action steps – put an ipad timer in plain view, be strict
  5. 5. mo’ problem statements • slave to email, reactive vs. proactive – google hangouts, chat, groupme, yammer, kill recurring company emails, quality > quantity • slave to process, creativity suffers – be agile, bust down the door • teams too segmented, challenges in execution – smaller teams, better chemistry
  6. 6. are we effective? • effective > efficient • quality > quantity • is the juice worth the squeeze? • what does success look like? • identifying and communicating goals, with road maps to get there • measure your metrics • test, iterate, improve (nothing is finished)
  7. 7. know your measurements • quantitative – metrics, usage, conversions, percentages • qualitative – usability testing, heat mapping • comparative – a/b testing • competitive – choose competitor activity and compare
  8. 8. what clients really want • new customers • customers with a great first experience • to keep those customers happy (new ones cost more) • happy customers to talk about their experience to new customers • to grow revenue
  9. 9. new people • (make sure your product is ready) • high volume channels • low cost channels • best performing channels • seo, ppc, facebook, twitter, instagram, pinterest, reddit, youtube, yelp, articles, contests, biz dev, ads, commercials, conferences, email, affiliate marketing, billboards, etc. • cost per new person
  10. 10. happy first experience • define it, it can be anything • a click, a buy, a form fill out • how long they engaged with the product/campaign/thing • a/b tests, optimizely • heat maps, crazy egg • the basics, google, adobe, chart beat
  11. 11. keep them happy (coming back) • keeping customers (or team members) is less expensive than getting new ones • not good, great customer service • email cycles (+3 +7 +30 days) • genuine human storytelling (blogs) • zappos them • spend money on customers > marketing
  12. 12. happy customers = evangelists • if the product/experience rocks • (and) if the customer service rocks • (and) you stay competitive (pricing) • (then) your happy customers should use the interwebs to get new customers for you • (and) that rocks
  13. 13. revenue • what products make the most? • what products are in the long tail? • how are the approaches different? • which is the current focus? • (because) the targets are different
  14. 14. a few more tips • 80/20 rule • less is more – minimalism • too many chefs, assign decision makers • don’t use, “because instagram” • putting out fires sucks, be proactive • ideas can come from anyone • don’t deliver static products • complacency sucks • we’re not curing cancer, have fun
  15. 15. getting started • start a movement, it takes two • don’t try to convince everyone at once • find your crew, define goals, refine them • be ready to be rejected • present your vision in a way where they can’t say no • how do we eat an elephant? – one bite at a time
  16. 16. products I love (right now) • blue apron • *helloflo • southwest • phonebloks • mercedes + casey neistat • thunderclap * I don’t personally use this one, yet
  17. 17. read • rework • delivering happiness • 4 hour work week • the thank you economy
  18. 18. me • dan (zel-ik-man) • @danzelikman • dan@mentalpez.com • mentalpez.com • danzelikman.me
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