Systems for Growth: Why Building Bridges Is Better Than Building Islands
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Systems for Growth: Why Building Bridges Is Better Than Building Islands

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In my presentation at the 2014 Ohio Growth Summit (http://ohiogrowthsummit.com), I walk small business owners through my systematic approach to building and connecting the four pillars of successful ...

In my presentation at the 2014 Ohio Growth Summit (http://ohiogrowthsummit.com), I walk small business owners through my systematic approach to building and connecting the four pillars of successful businesses: distribution, delivery, experience and retention.

Millions of small business have great products or services. Yet only a few thrive and become leaders in their space or community. What is that extra “something,” that leverage point that allows certain businesses to grow while others struggle to expand – or even make ends meet?

Systems.

The days of “build a great product and the customers will come” are long gone. There is more competition than ever before. There are also an infinite number of places small business owners could spend their time, money, and energy.

So which have the biggest impact? Which are right for your business?

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Systems for Growth: Why Building Bridges Is Better Than Building Islands Presentation Transcript

  • 1. Why Bridges Are Better Than Islands Presented by Matthew Russo | Owner, SystemsForGrowth.com
  • 2. This is you
  • 3. Field of Dreams (1989) Copyright, Universal Pictures
  • 4. Your job as an entreprenuer is to connect the dots so that your product / service is accessible to as many people who want, need, and are willing to pay for it... AND refine their experience to the point they can't live without it.
  • 5. In other words... Don't just architect the island. Build the bridges, too.
  • 6. Matthew Russo @MatthewRusso MattIsLive.com System #1:
  • 7. Why systems?
  • 8. “As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble.” Ralph Waldo Emerson
  • 9. What is a system? Donella Meadows, Thinking in Systems “A system is an interconnected set of elements that is coherently organized in a way that achieves something.”
  • 10. “Anatomy of a Viral App” http://bit.ly/LiftSystems
  • 11. Step 1: Define your goal. “...in a way that achieves something.”
  • 12. Cat: Where are you going? Alice: Which way should I go? Cat: That depends on where you are going. Alice: I don’t know. Cat: Then it doesn’t matter which way you go.
  • 13. Step 2: Identify necessary components. “... an interconnected set of elements...”
  • 14. Copyright 2104, Rube Goldberg – All Rights Reserved
  • 15. Step 3: Order matters. “...organized in a way...”
  • 16. The difference between a process and a system is the difference between a recipe and a bread factory.
  • 17. Systems support processes support people.
  • 18. Distribution Experience Delivery Retention
  • 19. D DD ER ● Identify ● Expose ● Expand ● Social Proof ● Sales ● Customer Service ● Triggers ● Raving Fans ● Word of Mouth ● Indispensible ● Remarkable ● “Sticky” Distribution Retention Delivery Experience GOAL
  • 20. Dave Brailsford 1%
  • 21. “Compound interest is the eighth wonder of the world. He who understands it, earns it; he who doesn't, pays it.” Albert Einstein
  • 22. Copyright 2014 - JamesClear.com Adapted from The Slight Edge, by James Olsen
  • 23. D Distribution D Delivery E Experience R Retention  September 2014  December 2014  March 2015  June 2015 #OGS15 1% 1% 1% 1%
  • 24. DD Distribution GOAL
  • 25. Distribution D Identify | Expose | Expand
  • 26. IdentifyIdentify Who is your audience? Where do they spend their time? What keeps them up at night? Why should they care about you? The more specific, the better.
  • 27. Tap existing audiences to create your own. PR, partnerships, trade publications, marketing vs advertising Online Guest blogging, partnerships, advertising, search engine optimization, YouTube... Offline Storefronts, location, live events, sponsors, promotions, sales, giveaways, Expose
  • 28. Jay Conrad Levinson, Guerilla Marketing Spend 90% of your time, money, and energy marketing your business in the first 90 days.
  • 29. Expand “The size of your network's network is always larger than your network.”
  • 30. D DD Distribution Delivery GOAL
  • 31. v
  • 32. Delivery D Social Proof | Sales | Customer Service
  • 33. Sales
  • 34. Proactive Check in with current customers Reactive Resolve complaints and issues
  • 35. D DD E Distribution Delivery Experience GOAL
  • 36. Experience E Remarkable | Indispensible | “Sticky”
  • 37. $10 pints
  • 38. $10 pints
  • 39. $28 t-shirts
  • 40. Indispensible
  • 41. Survey.io Survey.io Survey.io Free Customer Development Survey
  • 42. “How would you feel if you could no longer use [product]?” 40%>40%> •Very disappointed • Somewhat disappointed • Not disappointed • N/A – I no longer use product
  • 43. Use input from prospects and customers to continually refine your product or service. Feedback Loops
  • 44. “We've always done it that way.” The most dangerous phrase in business:
  • 45. Jerry Ross, Ohio Growth Summit 2014 Keynote “A sale happens once, a relationship happens for a lifetime.” “Stickiness”
  • 46. D DD ER Distribution Retention Delivery Experience GOAL
  • 47. Retention R Triggers | Raving Fans | Word of Mouth
  • 48. Copyright - Mashable Triggers
  • 49. Raving Fans
  • 50. Make it easy for people to talk about you and share your business – both online and off. Word of Mouth ForLindsay.com
  • 51. A word on virality... When R0 < 1, the infection will die out in the long run. But if R0 > 1, the infection will be able to spread in a population. R0
  • 52. D DD ER ● Identify ● Expose ● Expand ● Social Proof ● Sales ● Customer Service ● Triggers ● Raving Fans ● Word of Mouth ● Indispensible ● Remarkable ● “Sticky” Distribution Retention Delivery Experience GOAL
  • 53. Step right up...
  • 54. Download these slides at SystemsforGrowth.com/OGS Thank You