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Scaling organic growth by building products - Turing Fest 2018

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Scaling organic growth
by building products.

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@Pechnet
Link to slides
seowi.se/turing-fest-18

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UK Mortgage approvals

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Scaling organic growth by building products - Turing Fest 2018

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My talk at Turing Fest 2018

Building products with engineers is the most scalable way to drive organic growth. In the presentation I introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.

My talk at Turing Fest 2018

Building products with engineers is the most scalable way to drive organic growth. In the presentation I introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.

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Scaling organic growth by building products - Turing Fest 2018

  1. 1. Scaling organic growth by building products.
  2. 2. @Pechnet Link to slides seowi.se/turing-fest-18
  3. 3. UK Mortgage approvals
  4. 4. 2.4M average monthly searches for mortgage calculators
  5. 5. Here is what they see on Google...
  6. 6. Disconnect between marketing and product
  7. 7. Disconnect between product & engineering
  8. 8. Software hardware Problem solving dilemma….
  9. 9. Users grow as fast as your team ships stuff….
  10. 10. Over 3M customers.
  11. 11. £2 Billion per month. → Saving our customers £2 million every day!
  12. 12. Word of mouth Is the biggest driver of growth.
  13. 13. Build a great product Build a 10x product.
  14. 14. Tell the world about it! Google Trends
  15. 15. Example of a piece of content that doesn’t drive sustainable organic growth Paid marketing.
  16. 16. Flat Organic growth beyond WOM.
  17. 17. We work in autonomous & independent teams that focus on KPIs that make a difference to our customers and drive our growth.
  18. 18. Full stack organic growth team SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters Editors Translators Publishers Product/Analysts
  19. 19. Money without borders: instant, convenient, & eventually free
  20. 20. Organic growth team mission Users Problem ? Search Answer to users problem via products or content
  21. 21. 3 years later….. 1 2 4 3m+ 1.6m+ 1.5m+ Suite of research & monitoring tools Custom content management platforms Products Indexed pages users a month visiting our website through our products from search alone Notifications users receive each month
  22. 22. 3 years later…..
  23. 23. Indexed Pages Traffic Customers
  24. 24. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes
  25. 25. SEOWise project: Research and cluster queries
  26. 26. Cluster what users search for into product features Search Data Scrappy old way Fancy scalable future
  27. 27. Estimate quickly opportunity medium medium hard easy
  28. 28. Talk to customers and colleagues who regularly do
  29. 29. Meet “Lienzo” and build a new landing page in 1 minute
  30. 30. You don’t need an actual product to validate a search intent Price comparison v0.1 (Lienzo)
  31. 31. Publishing content & landing pages Copywriters Editors Translators Publishers Keyword Data Article Landing Page
  32. 32. The Average Handling time (AHT) is normalizing. In average it takes around 15-18 days for each of the production stages. Overall it takes us 2 - 3 months to publish an article from the moment the brief for it is created. Scaling by building efficiencies in publishing operations Publishing Analyst
  33. 33. Scaling linearly by publishing via CMS Time
  34. 34. We already know what we are going to build in 3 years time 2017 2018 2019 2020 Core products Validate MVPs (no dev resources) Launch new products
  35. 35. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling
  36. 36. From unstructured to structured data...
  37. 37. 1000+ new pages DONE! Step 1: We plugged our CMS to Metabase We incentive teams to hack our CMS Step 2: Understand template in JSON Step 3: Edit template, concatenate JSON Step 4: Inject data in in PosgreSQL
  38. 38. Can be faster? I’m going to lock the platform!
  39. 39. Scale search intents via products Engineers Product/SEOs Designers Copywriters Keyword Data Product / Landing page
  40. 40. Deeper product integration with core product
  41. 41. We created this open source library Scaling global launches and localisation Add open source library to your application Configure your mapping Translate & go live!
  42. 42. Scaling pages with modularised services Frontend Widgets Homepage Landing Pages Price Comparison Comparison Service Data Collection Service Invite a friend
  43. 43. Scaling by building products with engineers Time
  44. 44. Modularised products can also help you amplify grow across entire funnel
  45. 45. PWA Search Get notifications“Install” Depend less on acquisition from search
  46. 46. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling 3. Iterate on products that truly solve customer problems to drive growth
  47. 47. Indexed Pages Traffic Customers?
  48. 48. Acquisition Education/Conversion Research & Validation Launch MVP Scale acquisition Improve product Education Conversion
  49. 49. 36 Rounds of coffee shop testing….and still room for improvement!
  50. 50. Data is the essential part of the product without data we don’t have a product, not a 10x one.
  51. 51. Build a 10x product that didn’t exist before
  52. 52. Start with an empowered autonomous full-stack team… 1. Build platforms & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling 3. Iterate on products that truly solve customer problems to drive growth
  53. 53. @Pechnet Link to slides >> seowi.se/turing-fest-18 Money without borders TransferWise.com/borderless Join us >> TransferWise.com/jobs Thank you

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