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Scaling Organic Growth - Growth Hacking Day Milan - May 2018

My talk at Growth Hacking Day Milan - May 2018

Covering what we learned while growing TransferWise through...
1. WOM
2. Mission Driven Marketing
3. Products that solve customer problems and drive organic growth

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Scaling Organic Growth - Growth Hacking Day Milan - May 2018

  1. 1. Scaling Organic Growth. @Pechnet28 | May | 2018
  2. 2. @Pechnet Link to slides >> pechnet.com/GHDayIT
  3. 3. What we learned while growing TransferWise through... 1. WOM 2. Mission Driven Marketing 3. Building products that solve customer problems and drive organic growth
  4. 4. Launched in 2011.
  5. 5. Over 3M customers.
  6. 6. £2 Billion per month. → Saving our customers £2 million every day!
  7. 7. +100% year-on-year growth. Cash generating since Q1 2017
  8. 8. 1000+ wisers in 9 offices 50+ Nationalities.
  9. 9. Word of mouth is the biggest driver of growth.
  10. 10. Globally
  11. 11. Globally
  12. 12. “Money without borders: instant, convenient, & eventually free” “We’re powering money for people and businesses: to pay, to get paid, to spend, in any currency, wherever you are, whatever you’re doing”
  13. 13. We aim to be 10x cheaper than the banks 0.7% 2.5%+ 4% 5%
  14. 14. We move money at speeds previously thought impossible.
  15. 15. We make it easy and convenient for our customers.
  16. 16. Would you recommend us to your friends?
  17. 17. N.B. This is hard. Slow and takes hard work. If promoters > detractors you WILL grow. It doesn’t scale infinitely.
  18. 18. Do people recommend your product?
  19. 19. What we learned while growing 10x product through... 1. WOM 2. Mission Driven Marketing and scaling teams 3. Building products that solve customer problems and drive organic growth
  20. 20. . Definition on books Growth Hacking: ● Rapid Experimentation across the entire customer journey ● Scrutinize everything by its impact on driving sustainable customer & revenue growth Real world
  21. 21. No $$1 person You are not alone, most startups have….
  22. 22. Some little hacks….driven by scarcity
  23. 23. Stunts to create buzz...
  24. 24. More noise….
  25. 25. Too much attention….
  26. 26. Tricks, hacks, shortcuts don’t scale Example of a piece of content that doesn’t drive sustainable growth
  27. 27. Invest $$ in 1-2 channels to see what sticks….
  28. 28. Mission Marketing Driven -> The Exchange Rate Race
  29. 29. Marketing your mission can sustainably amplify word of mouth.
  30. 30. It took us some $$ to figure out you don’t need lots of $$. We grow as fast as we can hire people who figure out how to solve problems
  31. 31. We work in autonomous & independent teams that focus on KPIs that make a difference to our customers and drive our growth.
  32. 32. Full stack organic growth team SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters Editors Translators Publishers Product/Analysts
  33. 33. T Breath of knowledge Depth of Expertise To T or not to ?
  34. 34. What we learned while growing 10x product through... 1. WOM 2. Mission Driven Marketing and scaling teams 3. Building products that solve customer problems and drive organic growth
  35. 35. Organic growth beyond WOM
  36. 36. Organic growth team mission Customer Problem ? Search Answer to search intentes
  37. 37. SEOWise project: Research and cluster queries
  38. 38. Meet “Lienzo” and build a new landing page in 1 minute
  39. 39. You don’t need an actual product to validate a search intent Price comparison v0.1 (Lienzo)
  40. 40. Publishing content & landing pages Copywriters Editors Translators Publishers Keyword Data Article Landing Page
  41. 41. Scaling linearly by publishing via CMS Time
  42. 42. Can be faster?
  43. 43. Scale search intents via products Engineer Keyword Data Product landing page
  44. 44. Scaling pages with modularised services Frontend Widgets Homepage Landing Pages Price Comparison Comparison Service Data Collection Service Invite a friend
  45. 45. We created this open source library Scaling global launches and localisation Add open source library to your application Configure your mapping Translate & go live!
  46. 46. Scaling by building products with engineers Time
  47. 47. N.B. Organic search takes time & hard work. Combining search intents with audiences can be really powerful.
  48. 48. Modularised products can also help you amplify grow across entire funnel
  49. 49. Start from a 10x product… + Mission Driven Marketing + Empowered full-stack teams + Build products that solve customer problems
  50. 50. No capital No party? Maybe, but you can change that.
  51. 51. Build a global business from day 1, not necessarily scaling from the Italian market Create the right environment to attract, retain & excite global talent Empower people to take brave risks, trust them & recognise their skills
  52. 52. @Pechnet Link to slides >> pechnet.com/GHDayIT Contact me >> fabrizio@transferwise.com Money without borders TransferWise.com/borderless Join us >> TransferWise.com/jobs Thank you

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