H O W T O G E T
1K CUSTOMERS
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of CAC
PRODUCT
Sunday, August 11, 13
WHY YOU’LL
FAIL
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of CAC
PRODUCT MARKET FIT
THE MARKETYOU
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of C...
In a terrible market, you can have
the best product in the world and
an absolutely killer team, and it
doesn't matter -- y...
Even if you aren't the smartest
person around, and your product
is kind of ugly and broken, you
can still be very successf...
CAC ≠ 3x LTV
COST OF CUSTOMER ACQUISITION
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three t...
CAC ≠ 3x LTV
LIFETIME VALUE
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of CAC
ONE QUESTION QUALIFICATION
YOUR SOLUTION THEIR PROBLEM
Sunday, August 11, 13
 One question qualification
- Should be about ...
ONE QUESTION QUALIFICATION
QUALIFIED
Sunday, August 11, 13
 One question qualification
- Should be about the biggest pain p...
1. AHA
AHA MOMENT
2. EARLY
3. OFTEN
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times o...
AARRR
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at...
VIRALLY
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of CAC
7 in 10
K
Sunday, August 11, 13
VIRAL COEFFICIENT
# of new customers that each existing customer is
able to successfully convert
Sunday, August 11, 13
Cre...
VIRAL COEFFICIENT
# of new customers that each existing customer is
able to successfully convert
10 Initial customers at t...
CYCLE TIME
How long it takes for a new customer to come to
your site and get a friend to try your application.
Sunday, Aug...
CYCLE TIME
How long it takes for a new customer to come to
your site and get a friend to try your application.
Custs(t) = ...
CYCLE TIME
The most important factor to increasing growth is
not the Viral Coefficient, but the Viral Cycle Time
(ct) whic...
CYCLE TIME
Sunday, August 11, 13
Creating your feedback loop
NPS graph (Look for an image of NPS) also use Mixpanel and Ki...
CYCLE TIME
Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1)
Sunday, August 11, 13
Creating your feedback loop
NPS graph (...
CYCLE TIME
Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1)
Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1)
Sunday, August 11...
CYCLE TIME
Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1)
Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1)
Custs(t) = 20,470...
CYCLE TIME
Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1)
Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1)
Custs(t) = 20,470...
CYCLE TIME
Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1)
Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1)
Custs(t) = 20,470...
EVANGELISTS
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of CAC
100 EVANGELISTS
Sunday, August 11, 13
Building your evangelist list  where do you find them.  If getting 1,000 customers is...
Sunday, August 11, 13
places
In conversation 
- This is what you're searching for on feed burner and twitter (Twitter adva...
NET PROMOTER SCORE
DETRACTORS
PASSIVES
PROMOTERS
Sunday, August 11, 13
NET PROMOTER SCORE
DETRACTORS
PASSIVES
PROMOTERS
Sunday, August 11, 13
MANAGING EXPECTATIONS
Sunday, August 11, 13
3 concentric circles (the circles are defined by expectations you set with them...
MANAGING EXPECTATIONS
EVANGELISTS
WATCH THEM USE YOUR PRODUCT
REFER ?
CONFIRM YOU’RE SOLVING A
PROBLEM
DON’T TRUST THEM
Su...
MANAGING EXPECTATIONS
EVANGELISTS
INDUSTRY EXPERTS
WATCH THEM USE YOUR PRODUCT
REFER ?
CONFIRM YOU’RE SOLVING A
PROBLEM
DO...
MANAGING EXPECTATIONS
EVANGELISTS
INDUSTRY EXPERTS
PRESS
WATCH THEM USE YOUR PRODUCT
REFER ?
CONFIRM YOU’RE SOLVING A
PROB...
ENTERPRISE
Sunday, August 11, 13
Cost of Customer Acquisition 
LTV Must be at least three times of CAC
HIGH RISK & HIGH REWARD
Sunday, August 11, 13
Industries that attract the best sales professionals
BioPharma, Energy, Fina...
BIG PHARMA ENERGY FINANCE
HIGH RISK & HIGH REWARD
Sunday, August 11, 13
Industries that attract the best sales professiona...
RESEARCH
Sunday, August 11, 13
Sunday, August 11, 13
Sample Email or 2 minute conversation
(Im gonna recreate this sample email in the picture here: http...
1
2
3
4
5
digestible format
the ice breaker
research and
data
targeted solution
ask
Sunday, August 11, 13
Sample Email or ...
Hey Aaron, how's it going? My name's Paul DeJoe, Dan Martell said we should
meet. Yeah he's actually invested in our next ...
Hey Aaron, how's it going? My name's Paul DeJoe, Dan Martell said we should
meet. Yeah he's actually invested in our next ...
Sunday, August 11, 13
The Jury
Circles showing CEO, CTO, CFO, Manager, End User
CEO CTO CFO MANAGER END USER
Sunday, August 11, 13
The Jury
Circles showing CEO, CTO, CFO, Manager, End User
Sunday, August 11, 13
H O W T O G E T
1K CUSTOMERS
Sunday, August 11, 13
Resources
http://www.forentrepreneurs.com/startup-killer/
http://www.forentrepreneurs.com/lessons-learnt-viral-
marketing/...
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1k Customers Paul Dejoe Igniters meetup @vorkspace 9th sept 2013 Hackerdojo Mountain View

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Sales Hacking: Sales, Drugs and Remote Teams - by Paul DeJoe

Learn how to get your 1st 1000 paying customers and run a remote SALES team.



As a startup founder, there's no bigger challenge than how to acquire customers. Paul DeJoe shares his detailed, step-by-step process on how to get customers for your business.

This interactive, step-by-step guide isn’t some high level courseware or general sales tips; but a comprehensive, real-world process for implementing a successful customer acquisition strategy.

You can implement the steps within this guide right now to:

Understanding Who Your Customers Are - Paul takes you through his methodology of developing comprehensive customer portfolios and how to turn them into evangelists.

How To Master Your Messaging - Get the basics of copywriting, effective headlines, and how to create findable and shareable content.

Increase Retention And Paid Conversion - Paul covers how to develop Key Pivotal Indicators, define a sales event trail, and a referral system to get users on board faster.

Interactive Content - Dozens of expert insight directly from Paul to help you get the most out of each step; authentic documents used by Paul many times over; and the benefits of the Accel.io platform to interact with others using the same guide!

Don't fall into the "build it and they will come" trap - make getting your first customers simpler with this comprehensive process Paul has refined and used over his past 3 startups.

FREE DOWNLOAD:

Beginner's Guide to Sales: https://itunes.apple.com/us/book/the-beginners-guide-to-sales/id645775469?mt=11

About Paul DeJoe:



Paul is the CEO of Ecquire, software for lead management. He serves as the Entrepreneur in Residence at Fairbridge Venture Partners, has been featured in the Wall St. Journal, Business Insider, Forbes, Inc., is a Mentor for the Thiel Fellowship, and advisor to 4 startups. He has built three different startups from idea to sustainability and beyond.

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1k Customers Paul Dejoe Igniters meetup @vorkspace 9th sept 2013 Hackerdojo Mountain View

  1. 1. H O W T O G E T 1K CUSTOMERS Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  2. 2. PRODUCT Sunday, August 11, 13
  3. 3. WHY YOU’LL FAIL Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  4. 4. PRODUCT MARKET FIT THE MARKETYOU Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  5. 5. In a terrible market, you can have the best product in the world and an absolutely killer team, and it doesn't matter -- you're going to fail. -MARK ANDREESEN Sunday, August 11, 13 Product that can satisfy the market.
  6. 6. Even if you aren't the smartest person around, and your product is kind of ugly and broken, you can still be very successful, if you just build the right product. Humility and Pay Attention -PAUL BUCHHEIT Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  7. 7. CAC ≠ 3x LTV COST OF CUSTOMER ACQUISITION Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  8. 8. CAC ≠ 3x LTV LIFETIME VALUE Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  9. 9. ONE QUESTION QUALIFICATION YOUR SOLUTION THEIR PROBLEM Sunday, August 11, 13  One question qualification - Should be about the biggest pain point your product solves.  If they have it then you've qualified them as well.  Qualification is the most important step in the process. (use the same build you did for the latest ecquire slide where the two circles move in to overlap.  The two circles would be just a question mark and maybe an icon for qualification)
  10. 10. ONE QUESTION QUALIFICATION QUALIFIED Sunday, August 11, 13  One question qualification - Should be about the biggest pain point your product solves.  If they have it then you've qualified them as well.  Qualification is the most important step in the process. (use the same build you did for the latest ecquire slide where the two circles move in to overlap.  The two circles would be just a question mark and maybe an icon for qualification)
  11. 11. 1. AHA AHA MOMENT 2. EARLY 3. OFTEN Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  12. 12. AARRR ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  13. 13. VIRALLY Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  14. 14. 7 in 10 K Sunday, August 11, 13
  15. 15. VIRAL COEFFICIENT # of new customers that each existing customer is able to successfully convert Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  16. 16. VIRAL COEFFICIENT # of new customers that each existing customer is able to successfully convert 10 Initial customers at time 0 10 number of invites set out by each new customer Conv% 20% Conversion rate of invites into customers. k = 2 Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  17. 17. CYCLE TIME How long it takes for a new customer to come to your site and get a friend to try your application. Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  18. 18. CYCLE TIME How long it takes for a new customer to come to your site and get a friend to try your application. Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1) Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  19. 19. CYCLE TIME The most important factor to increasing growth is not the Viral Coefficient, but the Viral Cycle Time (ct) which should be made as short as possible. This will have a dramatic effect on growth. Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  20. 20. CYCLE TIME Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  21. 21. CYCLE TIME Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1) Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  22. 22. CYCLE TIME Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1) Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1) Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  23. 23. CYCLE TIME Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1) Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1) Custs(t) = 20,470 Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  24. 24. CYCLE TIME Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1) Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1) Custs(t) = 20,470 Custs(t) = 10 * (2 ^ (20/1 +1) - 1) / (2-1) Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  25. 25. CYCLE TIME Custs(t) = Custs(0) * (K ^ (t/ct +1) - 1) / (K-1) Custs(t) = 10 * (2 ^ (20/2 +1) - 1) / (2-1) Custs(t) = 20,470 Custs(t) = 10 * (2 ^ (20/1 +1) - 1) / (2-1) Custs(t) = 20,971,510 Sunday, August 11, 13 Creating your feedback loop NPS graph (Look for an image of NPS) also use Mixpanel and Kissmetrics logo
  26. 26. EVANGELISTS Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  27. 27. 100 EVANGELISTS Sunday, August 11, 13 Building your evangelist list  where do you find them.  If getting 1,000 customers is a milestone, the one before that is the right way to build 100 evangelists.
  28. 28. Sunday, August 11, 13 places In conversation  - This is what you're searching for on feed burner and twitter (Twitter advanced search Image of CRM sucks),  (LinkedIn search of job title)
  29. 29. NET PROMOTER SCORE DETRACTORS PASSIVES PROMOTERS Sunday, August 11, 13
  30. 30. NET PROMOTER SCORE DETRACTORS PASSIVES PROMOTERS Sunday, August 11, 13
  31. 31. MANAGING EXPECTATIONS Sunday, August 11, 13 3 concentric circles (the circles are defined by expectations you set with them) (Have 3 circles that are overlapping from small to big)
  32. 32. MANAGING EXPECTATIONS EVANGELISTS WATCH THEM USE YOUR PRODUCT REFER ? CONFIRM YOU’RE SOLVING A PROBLEM DON’T TRUST THEM Sunday, August 11, 13 3 concentric circles (the circles are defined by expectations you set with them) (Have 3 circles that are overlapping from small to big)
  33. 33. MANAGING EXPECTATIONS EVANGELISTS INDUSTRY EXPERTS WATCH THEM USE YOUR PRODUCT REFER ? CONFIRM YOU’RE SOLVING A PROBLEM DON’T TRUST THEM YOUR CUSTOMERS LISTEN TO THEM Sunday, August 11, 13 3 concentric circles (the circles are defined by expectations you set with them) (Have 3 circles that are overlapping from small to big)
  34. 34. MANAGING EXPECTATIONS EVANGELISTS INDUSTRY EXPERTS PRESS WATCH THEM USE YOUR PRODUCT REFER ? CONFIRM YOU’RE SOLVING A PROBLEM DON’T TRUST THEM 5 ENTERPRISES WITH DATA YOUR CUSTOMERS LISTEN TO THEM Sunday, August 11, 13 3 concentric circles (the circles are defined by expectations you set with them) (Have 3 circles that are overlapping from small to big)
  35. 35. ENTERPRISE Sunday, August 11, 13 Cost of Customer Acquisition  LTV Must be at least three times of CAC
  36. 36. HIGH RISK & HIGH REWARD Sunday, August 11, 13 Industries that attract the best sales professionals BioPharma, Energy, Finance because this is the industry with the highest risk and highest reward for using or not using their prouct. 
  37. 37. BIG PHARMA ENERGY FINANCE HIGH RISK & HIGH REWARD Sunday, August 11, 13 Industries that attract the best sales professionals BioPharma, Energy, Finance because this is the industry with the highest risk and highest reward for using or not using their prouct. 
  38. 38. RESEARCH Sunday, August 11, 13
  39. 39. Sunday, August 11, 13 Sample Email or 2 minute conversation (Im gonna recreate this sample email in the picture here: http://www.quora.com/Sales/How-do-you-write-a-good-sales-email/answer/Paul-DeJoe-2?__snids__=152080350&__nsrc__=1
  40. 40. 1 2 3 4 5 digestible format the ice breaker research and data targeted solution ask Sunday, August 11, 13 Sample Email or 2 minute conversation (Im gonna recreate this sample email in the picture here: http://www.quora.com/Sales/How-do-you-write-a-good-sales-email/answer/Paul-DeJoe-2?__snids__=152080350&__nsrc__=1
  41. 41. Hey Aaron, how's it going? My name's Paul DeJoe, Dan Martell said we should meet. Yeah he's actually invested in our next round. Oh and Mike in Corporate Dev at Box uses our product, Ecquire. Ecquire's a productivity service that captures and automates the entry of data to Salesforce. You guys use Salesforce and have about 60 biz dev reps now right with an initiative to get to 160k businesses by the end of the year which is roughly 60M in new business right? 90% of the reports your VPs are making cost $9M annually Reps are also losing 20% costing $12M in new business. ECQUIRE Fixes that how Demo? Pilot? Sunday, August 11, 13
  42. 42. Hey Aaron, how's it going? My name's Paul DeJoe, Dan Martell said we should meet. Yeah he's actually invested in our next round. Oh and Mike in Corporate Dev at Box uses our product, Ecquire. Ecquire's a productivity service that captures and automates the entry of data to Salesforce. You guys use Salesforce and have about 60 biz dev reps now right with an initiative to get to 160k businesses by the end of the year which is roughly 60M in new business right? 90% of the reports your VPs are making cost $9M annually Reps are also losing 20% costing $12M in new business. ECQUIRE Fixes that how Demo? Pilot? 2 3 4 5 Sunday, August 11, 13
  43. 43. Sunday, August 11, 13 The Jury Circles showing CEO, CTO, CFO, Manager, End User
  44. 44. CEO CTO CFO MANAGER END USER Sunday, August 11, 13 The Jury Circles showing CEO, CTO, CFO, Manager, End User
  45. 45. Sunday, August 11, 13
  46. 46. H O W T O G E T 1K CUSTOMERS Sunday, August 11, 13
  47. 47. Resources http://www.forentrepreneurs.com/startup-killer/ http://www.forentrepreneurs.com/lessons-learnt-viral- marketing/ http://accel.io/g/how-to-get-your-first-1000-customers/33/ https://www.youtube.com/watch?v=raIUQP71SBU http://www.ecquire.com/blog/100-days-to-complete-sales- automation/ http://www.ecquire.com/blog/social-media-sales-funnel/ http://blog.kissmetrics.com/how-to-calculate-lifetime- value/?wide=1 Sunday, August 11, 13
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