Lean Startup Circle: Sean Ellis Teaches the Keys to Explosive Startup Growth
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Lean Startup Circle: Sean Ellis Teaches the Keys to Explosive Startup Growth

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Sean Ellis has helped companies like Dropbox, EventBrite and Xobni grow explosively. His expertise was also essential in guiding Uproar and LogMeIn to IPO. Learn how he did it.

Sean Ellis has helped companies like Dropbox, EventBrite and Xobni grow explosively. His expertise was also essential in guiding Uproar and LogMeIn to IPO. Learn how he did it.

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Lean Startup Circle: Sean Ellis Teaches the Keys to Explosive Startup Growth Presentation Transcript

  • 1. Lean Startup Marketing
    Channeling Resources to Create a Fast Growing Startup
    Sean Ellis
    Lean Startup Circle
    March 24, 2010
  • 2. Cross startup learning…
    for betterment of all startups
    Led by entrepreneurs
    • Steve Blank
    • 3. Dave McClure
    • 4. Eric Ries
    • 5. Everyone here
    2
    startup-marketing.com
  • 6. My Lean Experience
    Collective experience outweighs mine
    Steve Blank recommended “lean” preso
    Then couple Eric Ries posts/presentations
    Limited time to participate in lean revolution
    But 15 years of “lean-ish” principles
    3
    startup-marketing.com
  • 7. Objectives for Today’s Meeting
    Share insights for growing a valuable startup
    Fresh look at my approach growing startups using lean startup principles
    Work together to evolve our understanding of startup growth
    4
    startup-marketing.com
  • 8. What are the Lean Startup Principles?
    Low burn by design (no scaling until revenue)
    Learn fast (fail fast)
    Rapid hypothesis testing about market, pricing, customers (customers & markets unknown)
    Metrics, iteration…
    Agile development
    What else?
    5
    startup-marketing.com
  • 9. “Lean-ish” Marketing = Back-to-Back IPOs
    First Startup (1996 launch)
    Lead online game category
    Get users at cost lower than user value (ARPU)
    Minimize waste via sophisticated metrics
    Second Startup (2003 launch)
    Added qualitative research and funnel optimization
    6
    startup-marketing.com
  • 10. Goal: Build Sustainable Valuable Company
    7
    startup-marketing.com
  • 11. Low value startups:
    Scaling or cost-effective marketing
    Valuable startups:
    Scaling cost-effective marketing
    8
    startup-marketing.com
  • 12. Valuable Company Starts with Value
    Product/market fit = product is “must have” (value)
    Become a “must have” with customer development
    Validate “value” assumptions early (who needs/why?)
    Get users on first release ASAP
    Find “must have” users/use cases (facts outside building)
    Pivot if necessary to create value
    9
    startup-marketing.com
  • 13. Getting to Scalable Cost-Effective Marketing
    10
    startup-marketing.com
  • 14. Pyramid through Lean Startup Lens
    Waste – Eliminate wasted time, money, effort…
    Focus – Channel resources to create value
    Speed - Get to next level as quickly as possible
    Learn – Hypothesize, test, refine
    11
    startup-marketing.com
  • 15. Survey User Perceived Value
    Free template at Survey.io
    12
    startup-marketing.com
  • 16. Key “Value” Question
    “How would you feel if you could no longer use Product?”
    13
    startup-marketing.com
  • 17. Start Transition to Growth
    14
    startup-marketing.com
  • 18. Better conversion efficiency
    Improves range & scalability of viable channels
    15
    startup-marketing.com
  • 19. Race to Scale – Key Projects
    Positioning - based on perceived value
    Right metrics - to channel resources
    Optimize conversions - LP & funnel
    Viable economics – monetize user value
    Scalable growth strategy - who/intent?
    What else?
    16
    startup-marketing.com
  • 20. Optimize Landing Pages & Full Funnel
    Home Page
    200,000
    100000
    50%
    Signup
    50000
    100,000
    12.5&
    12.5%
    Path 2
    Path 1
    25000
    X000
    25000
    X%
    Path 1 (step 2)
    X000
    X00
    X%
    X%
    X%
    X%
    Paid
    Paid
    Free
    Free
    X000
    X00
    X00
    X000
    17
    startup-marketing.com
  • 21. Scalable Growth Now Possible
    18
    startup-marketing.com
  • 22. Test from Free to Paid Channels
    19
    startup-marketing.com
  • 23. Driving/Managing Growth
    Budget to maximize positive ROI spend
    20
    startup-marketing.com
  • 24. Valuable Company
    Some loss of control is good
    Understand via triangulation
    Origin tracking
    Trend correlation
    Surveys
    Feed the beast
    21
    startup-marketing.com
  • 25. Channel Your Resources to Climb the Pyramid
    Scale
    Optimize
    Economics
    Positioning
    Product/Market Fit (Value)
    Twitter: @seanellis
    Blog: startup-marketing.com