Stacking the Odds for Authentic Growth

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  • Hi Sean, love the presentation but I'm finding it challenging to put these ideas into practice. For example, a new Twitter user might have their 'aha!' moment 3 days after signing up, when they receive a tweet from a friend about a concert that night which they would have missed otherwise. The lightbulb clicks on and now they love Twitter. It was a MHX. But how can Twitter tell when the user had that experience? It may have been the 100th tweet the user received and 'usage' might not change significantly before and after the event, even though there was a significant change in the user's mindset about Twitter.

    What might be most helpful is if you could provide some examples of a MHX from other companies and how you've determined if a user has one?

    Thanks, John
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  • Thanks Elizabeth. If you are still looking for survey question ideas, try Survey.io. It's a survey I put together (with KISSmetrics) for assessing startup opportunities back when I was advising startups for equity.
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  • I am working on a survey right now and doing a bit of research ( -- on a Saturday night but that's startup land for you). Thanks you the great ideas that we can put into practice right away.

    Elizabeth
    ADaysOuting.com
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Stacking the Odds for Authentic Growth

  1. 1. Stacking the Odds for Authentic Growth Sean Ellis October 3rd, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllisTwitter @SeanEllis Startup-Marketing.com 1
  2. 2. Startup Growth Pyramid Scale Growth Stacking the odds Product/Market FitTwitter @SeanEllis Startup-Marketing.com 2
  3. 3. Authentic (Sustainable) Growth Hook, Pro mise • Understand must-have experience (MHX) • Double down on enhancing MHX • Calibrate hook & promise messaging • Optimize flows to deliver MHX Must-Have • Personalize lifecycle management experienceTwitter @SeanEllis Startup-Marketing.com 3
  4. 4. Steps for Stacking the Odds Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 4
  5. 5. Indentify Must Have Users Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 5
  6. 6. Narrow Down Must Have Benefit Understand Macro Micro MHX Optimization OptimizationAdditional question for “Must Have” UsersTwitter @SeanEllis Startup-Marketing.com 6
  7. 7. Understand Context of MH Benefit Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 7
  8. 8. Convert to Must-Have Experience Understand Macro Micro MHX Optimization Optimization Goals • Max % that reach MH experience • Desire – Friction = Conversion Rate Must-Have • Build desire, reduce friction experienceTwitter @SeanEllis Startup-Marketing.com 8
  9. 9. Understand Initial Intent/Desire Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 9
  10. 10. Uncover Points of Friction Understand Macro Micro MHX Optimization Optimization• User testing (live or online)• Example questions to ID conversion issuesTwitter @SeanEllis Startup-Marketing.com 10
  11. 11. Optimize Conversions Understand Macro Micro MHX Optimization Optimization Experiment to Max % to MHX • Combos of hooks & promise • Address conversion issuesTwitter @SeanEllis Startup-Marketing.com 11
  12. 12. Macro Optimization Improves Odds Understand Macro Micro MHX Optimization Optimization Improves… - Habit Must-Have - Loyalty experience - Referrals - SalesTwitter @SeanEllis Startup-Marketing.com 12
  13. 13. Micro Optimization Last Understand Macro Micro MHX Optimization Optimization Default on macro, then segment Micro is lifecycle management (per user) 1. Enhance engagement 2. Encourage sharing 3. Drive salesTwitter @SeanEllis Startup-Marketing.com 13
  14. 14. Enhance Engagement for Converted Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 14
  15. 15. When Ready Encourage Sharing Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com
  16. 16. When Ready Drive Sales Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 16
  17. 17. Stack the Odds for Authentic GrowthUnderstand Macro Micro MHX Optimization Optimization Scale Growth Stacking the Odds Product/Market FitTwitter @SeanEllis Startup-Marketing.com 17

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