Start Up Growth Hacking: Intro to Building Your Own Growth Engine


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As with most startups, there is little time and budget to waste, so this process of identifying marketing solutions that will drive scaleable and repeatable growth must be prioritized, tested, refined and re-tested using a systematic approach. Experienced growth hackers apply a methodical approach to continually performing this process.

Ensure Your Goals for Growth Are Clear

This systematic approach includes identifying and continually refining your goals for growth. What are you growing? Subscriptions? Downloads? Usage? The process must also continuously identify opportunities (for new acquisition channels and methods, conversion improvements, messaging modifications, product tweaks, and even new customer segments).

Use a Framework to Efficiently Execute and Produce Consistent Results

A GOOD (goal-oriented, opportunity-driven) Growth Engine, is a systematic customer-centric process and framework that combines marketing and sales strategy, execution, and technology to power consistent, repeatable and scaleable growth to keep your team focused and efficient as you navigate and accelerate growth.

This is the presentation from a webinar for presented on December 2013. [View the recorded version here:

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Start Up Growth Hacking: Intro to Building Your Own Growth Engine

  1. 1. Webinar December 19, 2013 Intro to: Building Your Own Growth Engine A Growth Hacker’s Framework for Startup Sales & Marketing
  2. 2. Agenda ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ * Common Growth Challenges What is a Growth Engine? Building Your Own Growth Engine Preferred Channels Prioritizing Initiatives Tuning Your Engine Finding the Hidden Gold Stepping on the Gas Q&A BUSINESS consultant
  3. 3. * About Me Currently: Previously: Clients have included: Speaking Credentials: BlueDeer a Growth Agency
  4. 4. Common Growth Issues ‣ ‣ ‣ ‣ ‣ ‣ ‣ Head down in build mode Unfocused ad-hoc approach Not core skill set, or not enough bandwidth Under resourced in budget, time Junior or untrained team Not ready to hire senior executive team Shrinking sales - longer sales cycle, reduced margins ‣ Missed forecasts ‣ No plan ‣ Lack of process, tools, support * What’s impeding your growth? BlueDeer a Growth Agency
  5. 5. What is a Growth Engine? * ● “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.” It’s a “Systematic Process” ● “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” BlueDeer a Growth Agency
  6. 6. What about a Growth Hacker? * ‣ “a professional who uses elements of marketing and market research, along with technology and technical strategies, to provide marketing solutions..” - Technopedia ‣ A Growth Hacker derives “scaleable, repeatable ways to grow the business.” - Sean Ellis of Qualaroo and A Growth Hacker Needs a Framework BlueDeer a Growth Agency
  7. 7. A Shift in Thinking CURRENT STATE FUTURE STATE Silos Customers Executives Sales Marketing Departmental agendas Short-term sales targets Company focused Scripted ALIGNMENT Systems Unified strategy Long-term relationships (LTV) Customer focused Authentic BlueDeer a Growth Agency Acquisition Creating Value
  8. 8. Validation to Company Building * Build with a Growth Engine BlueDeer a Growth Agency Images courtesy of ValueChainGeneration
  9. 9. Where Are You Headed? * Step 1: Goals (Short and Long-Term) ● ● ● ● ● ● Users Customers Downloads Subscriptions Contracts Revenue BlueDeer a Growth Agency
  10. 10. Who’s Going to Get You There?* Step 2: Focus on the Customer ● What need are you filling? ● What pain are you solving? ● Who do your target customers see now as filling that need? ● How are you different? ● What channels do your target customers prefer to find services such as yours? ● Who are the top influencers in their buying decision? “Facts Exist Outside the Building, Opinions Reside Within – So Get the Hell Outside the Building” — Steve Blank BlueDeer a Growth Agency
  11. 11. Develop Buyer Personas * BlueDeer Images courtesy of KISS Metrics a Growth Agency
  12. 12. Attributes of a Buyer Persona * BlueDeer a Growth Agency From
  13. 13. Acquisition Channels * Customers Drive Growth According to Eric Ries, author of “The Lean Startup” there are 4 Ways Customers Drive Sustainable Growth: 1. Word of Mouth 2. The Product 3. Paid Advertising “By the time that product is ready to be distributed widely, it will already have established customers.” — Eric Ries 4. Repeat Use BlueDeer a Growth Agency
  14. 14. Paid, Owned, & Earned Media * Step 3: Discover Your Acquisition Channels BlueDeer a Growth Agency
  15. 15. Typical Acquisition Channels * Partners News/PR Blogs Video and Webinars Email Social SEO Ad Networks BlueDeer a Growth Agency
  16. 16. Analyze Your Channels * BlueDeer a Growth Agency
  17. 17. Analyze Existing Conversions * BlueDeer a Growth Agency
  18. 18. Acquisition Channel Channel Type Priority Channel Reach (Rate 1,2,3) Channel Time to Cash (Rate 1,2,3) Channel CAC Channel Channel CAC Estimate Conversions Actual Prioritize Channels for Testing * 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 BlueDeer TBD a Growth Agency
  19. 19. Review Acquisition Channels * Step 4: “Surround” Your Target Customer(s) BlueDeer a Growth Agency
  20. 20. Look for Opportunities * According to Ries, there are 3 Engines of Growth: 1. The Sticky Engine of Growth 2. The Viral Engine of Growth 3. The Paid Engine of Growth TUNE YOUR ENGINE! BlueDeer a Growth Agency
  21. 21. Become a “Funnelholic” * Step 5: Where does your engine need tuning? ● Not enough new prospects entering the top of the funnel? ● Not enough of the “right” prospects ● High acquisition costs ● Underutilized channels ● Slow velocity through the funnel ● Prospects “stuck” in the wrong stages ● Not enough prospects reaching your funnel “goal” PURCHASE FUNNEL The purchase or purchasing funnel is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service. BlueDeer a Growth Agency
  22. 22. Know Your Funnel * BlueDeer a Growth Agency
  23. 23. Know Your Funnel * BlueDeer a Growth Agency
  24. 24. GOOD Growth Engine Funnel Prepare Customer-Centric Strategy User/Customer Acquisition Tactics Attract Engage Nurture Goal Oriented Convert Opportunity Driven $ Upgrade BlueDeer $$$$$ a Growth Agency
  25. 25. Tuning Your Engine ‣ ‣ ‣ ‣ ‣ ‣ ‣ * Test new programs Use an integrated cross-channel approach Create content that inspires Optimize conversion points G.O.O.D. Goal Execute efficiently and consistently Oriented Review KPIs Opportunity Driven Kaizen BlueDeer a Growth Agency
  26. 26. Track Results and Costs * Track results G.O.O.D. and continuously Goal re-prioritize! Track pilot Oriented results and Opportunit re-prioritize y Driven BlueDeer a Growth Agency
  27. 27. Test New Programs * G.O.O.D. Continuously Goal search for Oriented new Opportunit opportunities y Driven BlueDeer a Growth Agency
  28. 28. Manage Your Team * G.O.O.D. Goal Continuousl y Oriented search for Opportunit new y Driven opportunitie s Keep your engine running smoothly with clear goals and deliverables BlueDeer a Growth Agency
  29. 29. Stay Focused on the Customer * Relentlessly pursue customer delight BlueDeer a Growth Agency
  30. 30. Build Your Own Growth Engine* Discussion Q&A BlueDeer a Growth Agency
  31. 31. Contact Us to Learn More Chris Bechtel Principal, BlueDeer LLC Growth Hacker and CMO 424-625-8773 * GET HELP WITH YOUR ENGINE! Twitter: @chrisbechtel BlueDeer a Growth Agency