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

Lean Startup Marketing
Channeling Resources to Create a Fast Growing Startup
Sean Ellis
Lean Startup Circle
March 24, 2010

Cross startup learning…
for betterment of all startups
Led by entrepreneurs
Steve Blank
Dave McClure
Eric Ries
Everyone here
2
startup-marketing.com

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

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

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

“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

Goal: Build Sustainable Valuable Company
7

Low value startups:
Scaling or cost-effective marketing
Valuable startups:
Scaling cost-effective marketing
8

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

Getting to Scalable Cost-Effective Marketing
10

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

Survey User Perceived Value
Free template at Survey.io
12

Key “Value” Question
“How would you feel if you could no longer use Product?”
13

Start Transition to Growth
14

Better conversion efficiency
Improves range & scalability of viable channels
15

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

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

Scalable Growth Now Possible
18

Test from Free to Paid Channels
19

Driving/Managing Growth
Budget to maximize positive ROI spend
20

Valuable Company
Some loss of control is good
Understand via triangulation
Origin tracking
Trend correlation
Surveys
Feed the beast
21

Channel Your Resources to Climb the Pyramid
Scale
Optimize
Economics
Positioning
Product/Market Fit (Value)
Twitter: @seanellis
Blog: startup-marketing.com

http://blog.leanstartupcircle.com	559
http://sprmario.posterous.com	63
http://www.slideshare.net	31
http://www.meetup.com	30
http://www.startatgo.com	24
http://bernardmoon.blogspot.com	19
http://www.startupmarketing.com.au	19
http://posterous.com	14
http://sprmario.tumblr.com	11
http://174.120.168.226	11
http://leanstartupcircle.posterous.com	7
https://test.highqsolutions.com	5
http://drizzlin.com	3
http://internetmarketing-readme.blogspot.com	3
https://posterous.com	2
http://internetmarketing-readme.pricemaniacs.com	2
http://perevod.yandex.net	1
http://localhost:49265	1
http://lanyrd.com	1
http://www.iweb34.com	1
https://office.highqsolutions.com	1
url_unknown	1
http://feeds.feedburner.com	1

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

by Lean Startup Circle on Mar 25, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

23 Embeds 810

Statistics

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