Deliberate Growth Framework - Startup Istanbul

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Presented to Startup Istanbul on Feb-9, 2016.

When it comes to growing a startup, there is only one proven, repeatable method and that is getting deliberate!

This slide deck introduces the Deliberate Growth Framework for startups and includes Customer Success, Desired Outcome, FOMO, Ideal Customers.

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Deliberate Growth Framework - Startup Istanbul

  1. 1. INTRODUCING THE DELIBERATE GROWTH FRAMEWORK Lincoln Murphy, Founder Sixteen Ventures
  2. 2. 100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being DELIBERATE.
  3. 3. Deliberate = “done consciously and intentionally” http://sixteenventures.com/
  4. 4. Customer Success Desired Outcome Eliminate FOMO Ideal Customer Deliberate Growth Framework Get Deliberate http://sixteenventures.com/
  5. 5. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
  6. 6. Why Get Deliberate? • Throwing a bunch of stuff at the wall and seeing what sticks is for amateurs • It wastes time, resources, energy, money, etc. Deliberate Growth Framework http://sixteenventures.com/
  7. 7. Question! How many of you believe that, given enough time, money, and resources, anything is possible? Deliberate Growth Framework http://sixteenventures.com/
  8. 8. Why Get Deliberate? • Grow because of – not in-spite - of your efforts • No More Sloppy Progress! Deliberate Growth Framework http://sixteenventures.com/
  9. 9. Sloppy Progress • Accepting any growth as good growth • Focusing on Vanity Metrics • Seeds of Churn are Planted Early Deliberate Growth Framework http://sixteenventures.com/
  10. 10. Deliberate Growth Framework Churn = Bad http://sixteenventures.com/
  11. 11. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
  12. 12. Startups are a Business The Product / Market Fit Fallacy Copyright © 2016 Sixteen Ventures. All rights reserved.
  13. 13. You’ve got 99 Problems… but Product / Market Fit isn’t One Copyright © 2016 Sixteen Ventures. All rights reserved. 99 PROBLEMS
  14. 14. Startups need Churn to Learn? No. This is a dangerous lie. Copyright © 2016 Sixteen Ventures. All rights reserved.
  15. 15. Customer Churn Kills! • Company Value • Total Addressable Market • Employee (and Founder) Morale • Time! Copyright © 2016 Sixteen Ventures. All rights reserved.
  16. 16. Customer Success is not Required •You will not FAIL without it •But you will not THRIVE Copyright © 2016 Sixteen Ventures. All rights reserved.
  17. 17. Without Customer Success you will end-up… AVERAGE!!!!! Copyright © 2016 Sixteen Ventures. All rights reserved. AVERAGE SUCKS!
  18. 18. Customer Success is when your customers achieve their Desired Outcome through their interactions with your company. Deliberate Growth Framework http://sixteenventures.com/
  19. 19. Customer Success Management is the proactive orchestration of the customer’s journey toward their ever-evolving Desired Outcome. Deliberate Growth Framework http://sixteenventures.com/
  20. 20. Customer Success is Hot Deliberate Growth Framework • Part of the SaaS Business Model now • Driver of Customer Lifetime Value (LTV) • Longer Lifetime • Account Expansion • Customer-driven Growth http://sixteenventures.com/
  21. 21. When to do Customer Success? Deliberate Growth Framework • Before you Launch (or Now) • Churn Kills • Company Value • Morale • Total Addressable Market http://sixteenventures.com/
  22. 22. When to do Customer Success? Deliberate Growth Framework • Only Acquire Customers with Success Potential • Technical Fit • Functional Fit • Experience Fit • Support Fit http://sixteenventures.com/
  23. 23. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
  24. 24. Deliberate Growth Framework http://sixteenventures.com/
  25. 25. The Success Gap Deliberate Growth Framework • Their Desired Outcome may only be achieved outside of your product • The best companies understand & bridge this gap http://sixteenventures.com/
  26. 26. Protip: How to use Desired Outcome in your Marketing Deliberate Growth Framework http://sixteenventures.com/
  27. 27. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier Deliberate Growth Framework http://sixteenventures.com/
  28. 28. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937 Deliberate Growth Framework http://sixteenventures.com/
  29. 29. Success = Their Desired Outcome http://sixteenventures.com/
  30. 30. Success = Their Desired Outcome http://sixteenventures.com/
  31. 31. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
  32. 32. Question! How many of you know what FOMO means? Deliberate Growth Framework http://sixteenventures.com/
  33. 33. What is FOMO? Deliberate Growth Framework • Fear of Missing Out • “… we must sign that customer no matter what” • “… ‘go wide’ … don’t narrow your focus” • “… take that custom dev …” http://sixteenventures.com/
  34. 34. Question! How many of you have experience FOMO before? Deliberate Growth Framework http://sixteenventures.com/
  35. 35. http://sixteenventures.com/
  36. 36. The Reality of FOMO Deliberate Growth Framework • You ARE missing out by not focusing • Real, Actionable Insights • It’s better to not sign a customer who’s a bad fit now and possibly sign them later when they are a good fit http://sixteenventures.com/
  37. 37. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
  38. 38. Question! How many of you have developed an Ideal Customer profile? Deliberate Growth Framework http://sixteenventures.com/
  39. 39. What is an Ideal Customer? Deliberate Growth Framework The customer type that – over a strictly- defined time frame - you will dedicate Sales and Marketing Resources to acquire. http://sixteenventures.com/
  40. 40. Ideal Customer Profile Framework Goal + Time + Maturity = Situation http://sixteenventures.com/
  41. 41. Deliberate Growth Framework Ideal Customer Profile Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential http://sixteenventures.com/
  42. 42. Ideal Customer Profile Framework Ideal Customer Profile Ready Willing Able Success Potential Acquisition Efficiency Expansion Potential Advocacy Potential Situation http://sixteenventures.com/
  43. 43. Ideal Customer Profile Framework Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal? http://sixteenventures.com/
  44. 44. Ideal Customer Profile is Powerful Deliberate Growth Framework • Deliberate Customer Acquisition! • Generally you can only test tactics; this allows you to test customers • Kills FOMO because it’s temporary http://sixteenventures.com/
  45. 45. Is this just Persona Mapping? Deliberate Growth Framework • No. • Persona mapping comes AFTER you’ve identified your Ideal Customer • Personas are different depending on customer type http://sixteenventures.com/
  46. 46. Deliberate Growth Framework Customer Success Desired Outcome Eliminate FOMO Ideal Customer Get Deliberate http://sixteenventures.com/
  47. 47. @lincolnmurphy Lincoln Murphy, Founder Sixteen Ventures

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