Growth Hustling
Digital Business Development + Innovation
@coreyeastman | coreyeastman.com
Source: http://www.techvibes.com/blog/the-growth-hustler-2013-02-28
People Ask Me...
…Who Are My Ideal Customers?
…What Is My Firms Unique Positioning?
…How Do I Build A Sustainable Growth P...
“One of the most common causes of failure
in the startup world is that entrepreneurs are
too optimistic about how easy it ...
Digital Dream Team
Hacker Hipster Hustler
Pictures via: tearaway.co.nz
Signup: coreyeastman.com
How do you…
get STARTED?
Process
Strategy
Vision
Driving Metaphor
Repeatable Roadmap
Routes or transportation
Final destination
PROCESS
(Inbound +
Outbound)
STRATEGY
(CS and UVP)
VISION
(Business Model Canvas)
corey@coreyeastman.com | coreyeastman.co...
Define Your VISION
VISION: is the change you want to bring into the
world by realizing the idea to it’s fullest potential....
“A business model
describes the rationale
of how an organization
creates, delivers, and
captures value.”
Sell something,
For more than it costs you
to make it,
Repeat.
Business Model Canvas
What is a
business
model?
Customer Segments
*
For whom are we creating value?
Who are our most important customers?
What is a
business
model?
Value Propositions
*
What value do we deliver to the customer?
Which one of our customer’s probl...
What is a
business
model?
Channels
*
Though which channels do our customer segments want to be reached?
How are we reachin...
What is a
business
model?
Customer Relationships
*
What type of relationship does each of our customer segments expect?
Wh...
What is a
business
model?
Revenue Streams
*For what value are our customers really willing to pay?
For what do they curren...
What is a
business
model?
Key Resources
*
What key resources do our value propositions require?
Our distribution channels?...
What is a
business
model?
Key Activities
*
What key activities do our value propositions require?
Our distribution channel...
What is a
business
model?
Key Partners
*
Who are our key partners? Who are our key suppliers?
Which key resources are we a...
What is a
business
model?
Cost Structure
*What are the most important costs inherent to our business model?
Which key reso...
The Big Picture: A Business Model Canvas
http://www.businessmodelgeneration.com/canvas
record
companies
OEMs
marketing
iPod
hardware
hardware
design
people
Apple
brand
iTunes
software
content
seamless
music
ex...
Source: http://www.ashmaurya.com/blog
corey@coreyeastman.com | coreyeastman.com | @coreyeastman
KEY$RESOURCES$
KEY$PARTNERSHIPS$
CUSTOMER$RELATIONSHIPS$
corey@coreyeastman.com-|-coreyeastman.com-|-@coreyeastman-
KEY	
  RESOURCES	
  
	
  
CUSTOMER	
  
RELATIONSHIPS	
  
KEY	
  PARTNERSHIPS	
  
	
  
EXISTING	
  
ALTERNATIVES	
  
PROBLE...
KEY	
  RESOURCES	
  
	
  
CUSTOMER	
  
RELATIONSHIPS	
  
KEY	
  PARTNERSHIPS	
  
	
  
EXISTING	
  
ALTERNATIVES	
  
PROBLE...
customer
CUSTOMER PROFILE
JTBD
PAINS :(
GAINS :)
corey@coreyeastman.com | coreyeastman.com
CUSTOMER PROFILE
JTBD
PAINS :(
GAINS :)
corey@coreyeastman.com | coreyeastman.com
Movie-­‐
Going	
  
Experience	
  
Kids	
...
value proposition
“A company's value proposition is what
distinguishes itself from its competitors”
- Alex Osterwalder
ü  Newness
ü  Performance
ü  Customization
ü  “Getting the job done”
ü  Design
ü  Brand/Status
ü  Price
ü  Cost re...
Sit	
  down	
  
food	
  and	
  
drink	
  
(desire)	
  
Movie	
  
Theatres	
  
Restaurants	
  
+	
  Bars	
  
BabysiNng	
  
...
The Value Proposition Canvas
Gain Creators
Describe how your products and services create customer gains.
How do they crea...
DEFINITION: Selling
“Educate The Unaware,
Inspire The Interested,
Reassure The Intent”
- Blair Enns
Awareness
Interest
Intent
Selling
coreyeastman.com	
  |	
  corey@coreyeastman.com	
  |	
  @coreyeastman	
  	
  
SALE	
  
EMAIL	
  MARKETING	
  
NETWORKING	
...
Have You Asked Yourself?
How do I sell to different customer profiles while understanding their distinct need hierarchy?
W...
Ideas & Advice Business
vs.
Behaviour Modification Business
“If you want to teach people a new
way of thinking, don’t bother trying
to teach them. Instead, give them a
tool, the use ...
What if biz dev + innovation was a profession
like a doctor, lawyer or accountant?
Tool-based
Hands-on
Systematic
Teachable
Credit: http://businessmodelalchemist.com/
sales vs. biz dev
Credit: http://andrewdumont.me/the-difference-between-sales-and-business-development
Credit: http://andrewdumont.me/the-difference-between-sales-and-business-development
 
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
	
  
...
Growth Hustling
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Growth Hustling

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Growth hustle your way to more business. This creative business development strategy presentation by Corey Eastman (@coreyeastman) was originally from the #dmcTO workshop on 3/20/13 (updated on 10/9/13).

#dmcTO has been featured in publications such as BlogTO, StartupDigest and StartupNorth, for more info: http://coreyeastman.com/designing-a-new-way-to-learn-about-business-growth/

This presentation will help you start designing a systemically disciplined business development and innovation process. By examining who your customer segment really is, what your unique value proposition should be and the process and tools that lead to a more disciplined approach to acquiring your ideal customer and increasing revenue for your business.

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Growth Hustling

  1. 1. Growth Hustling Digital Business Development + Innovation @coreyeastman | coreyeastman.com
  2. 2. Source: http://www.techvibes.com/blog/the-growth-hustler-2013-02-28
  3. 3. People Ask Me... …Who Are My Ideal Customers? …What Is My Firms Unique Positioning? …How Do I Build A Sustainable Growth Process?
  4. 4. “One of the most common causes of failure in the startup world is that entrepreneurs are too optimistic about how easy it will be to acquire customers.” - David Skok, Matrix Partners
  5. 5. Digital Dream Team Hacker Hipster Hustler Pictures via: tearaway.co.nz
  6. 6. Signup: coreyeastman.com
  7. 7. How do you… get STARTED?
  8. 8. Process Strategy Vision Driving Metaphor Repeatable Roadmap Routes or transportation Final destination
  9. 9. PROCESS (Inbound + Outbound) STRATEGY (CS and UVP) VISION (Business Model Canvas) corey@coreyeastman.com | coreyeastman.comVSP Model
  10. 10. Define Your VISION VISION: is the change you want to bring into the world by realizing the idea to it’s fullest potential. Idea: is based on a perceived problem/solution possibility - Ash Maurya, Spark59
  11. 11. “A business model describes the rationale of how an organization creates, delivers, and captures value.”
  12. 12. Sell something, For more than it costs you to make it, Repeat.
  13. 13. Business Model Canvas
  14. 14. What is a business model? Customer Segments * For whom are we creating value? Who are our most important customers?
  15. 15. What is a business model? Value Propositions * What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? Which customer needs are we satisfying? What bundles of products and services are we offering to each segment?
  16. 16. What is a business model? Channels * Though which channels do our customer segments want to be reached? How are we reaching them now? How are our channels integrated? Which ones work best? Which ones are most cost-effective? How are we integrating them with customer routines?
  17. 17. What is a business model? Customer Relationships * What type of relationship does each of our customer segments expect? Which ones have we established? How costly are they? How are they integrated with the rest of the business model?
  18. 18. What is a business model? Revenue Streams *For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each revenue stream contribute to overall revenues?
  19. 19. What is a business model? Key Resources * What key resources do our value propositions require? Our distribution channels? Customer relationships? Revenue streams?
  20. 20. What is a business model? Key Activities * What key activities do our value propositions require? Our distribution channels? Customer relationships? Revenue streams?
  21. 21. What is a business model? Key Partners * Who are our key partners? Who are our key suppliers? Which key resources are we acquiring from partners? Which key activities do partners perform?
  22. 22. What is a business model? Cost Structure *What are the most important costs inherent to our business model? Which key resources are most expensive? Which key activities are most expensive?
  23. 23. The Big Picture: A Business Model Canvas
  24. 24. http://www.businessmodelgeneration.com/canvas
  25. 25. record companies OEMs marketing iPod hardware hardware design people Apple brand iTunes software content seamless music experience lovemark! switching costs mass market retail stores apple.com Apple store iTunes store large: hardware Some: music revenue marketing & sales manu- facturing people Apple iPod/iTunes
  26. 26. Source: http://www.ashmaurya.com/blog
  27. 27. corey@coreyeastman.com | coreyeastman.com | @coreyeastman
  28. 28. KEY$RESOURCES$ KEY$PARTNERSHIPS$ CUSTOMER$RELATIONSHIPS$ corey@coreyeastman.com-|-coreyeastman.com-|-@coreyeastman-
  29. 29. KEY  RESOURCES     CUSTOMER   RELATIONSHIPS   KEY  PARTNERSHIPS     EXISTING   ALTERNATIVES   PROBLEM   UNIQUE  VALUE   PROPOSITION   CHANNELS   CUSTOMER   SEGMENTS   EARLY  ADOPTERS   HIGH-­‐LEVEL  CONCEPT   COST  STRUCTURE   REVENUE  STREAMS  
  30. 30. KEY  RESOURCES     CUSTOMER   RELATIONSHIPS   KEY  PARTNERSHIPS     EXISTING   ALTERNATIVES   PROBLEM   UNIQUE  VALUE   PROPOSITION   CHANNELS   CUSTOMER   SEGMENTS   EARLY  ADOPTERS   HIGH-­‐LEVEL  CONCEPT   COST  STRUCTURE   REVENUE  STREAMS                                                                                                                                  
  31. 31. customer
  32. 32. CUSTOMER PROFILE JTBD PAINS :( GAINS :) corey@coreyeastman.com | coreyeastman.com
  33. 33. CUSTOMER PROFILE JTBD PAINS :( GAINS :) corey@coreyeastman.com | coreyeastman.com Movie-­‐ Going   Experience   Kids  can’t   be  alone   (before)   BabysiNng   Service   (surprised)   Hungry   (aPer)   Bars  &  fast   food   restaurants   (desire)   #dmcTO  
  34. 34. value proposition
  35. 35. “A company's value proposition is what distinguishes itself from its competitors” - Alex Osterwalder
  36. 36. ü  Newness ü  Performance ü  Customization ü  “Getting the job done” ü  Design ü  Brand/Status ü  Price ü  Cost reduction ü  Risk reduction ü  Accessibility ü  Convenience/usability How?
  37. 37. Sit  down   food  and   drink   (desire)   Movie   Theatres   Restaurants   +  Bars   BabysiNng   Find  a   babysiYer   (before)   Big  screen   viewing   (expect)   BabysiNng   Service   (surprised)   Hungry   (aPer)  
  38. 38. The Value Proposition Canvas Gain Creators Describe how your products and services create customer gains. How do they create benefits your customer expects, desires or would be surprised by, including functional utility, social gains, positive emotions, and cost savings? Pain Relievers Do they… Create savings that make your customer happy? (e.g. in terms of time, money and effort, …) Produce outcomes your customer expects or that go beyond their expectations? (e.g. better quality level, more of something, less of something, …) Copy or outperform current solutions that delight your customer? (e.g. regarding specific features, performance, quality, …) Make your customer’s job or life easier? (e.g. flatter learning curve, usability, accessibility, more services, lower cost of ownership, …) Create positive social consequences that your customer desires? (e.g. makes them look good, produces an increase in power, status, …) Do something customers are looking for? (e.g. good design, guarantees, specific or more features, …) Fulfill something customers are dreaming about? (e.g. help big achievements, produce big reliefs, …) Produce positive outcomes matching your customers success and failure criteria? (e.g. better performance, lower cost, …) Help make adoption easier? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Rank each gain your products and services create according to its relevance to your customer. Is it substantial or insignificant? For each gain indicate how often it occurs. Describe how your products and services alleviate customer pains. How do they eliminate or reduce negative emotions, undesired costs and situations, and risks your customer experiences or could experience before, during, and after getting the job done? Do they… Produce savings? (e.g. in terms of time, money, or efforts, …) Make your customers feel better? (e.g. kills frustrations, annoyances, things that give them a headache, …) Fix underperforming solutions? (e.g. new features, better performance, better quality, …) Put an end to difficulties and challenges your customers encounter? (e.g. make things easier, helping them get done, eliminate resistance, …) Wipe out negative social consequences your customers encounter or fear? (e.g. loss of face, power, trust, or status, …) Eliminate risks your customers fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) Help your customers better sleep at night? (e.g. by helping with big issues, diminishing concerns, or eliminating worries, …) Limit or eradicate common mistakes customers make? (e.g. usage mistakes, …) Get rid of barriers that are keeping your customer from adopting solutions? (e.g. lower or no upfront investment costs, flatter learning curve, less resistance to change, …) Rank each pain your products and services kill according to their intensity for your customer. Is it very intense or very light? For each pain indicate how often it occurs. Risks your customer experiences or could experience before, during, and after getting the job done? Products & Services List all the products and services your value proposition is built around. Which products and services do you offer that help your customer get either a functional, social, or emotional job done, or help him/her satisfy basic needs? Which ancillary products and services help your customer perform the roles of: Buyer (e.g. products and services that help customers compare offers, decide, buy, take delivery of a product or service, …) Co-creator (e.g. products and services that help customers co-design solutions, otherwise contribute value to the solution, …) Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …) Products and services may either by tangible (e.g. manufactured goods, face-to- face customer service), digital/virtual (e.g. downloads, online recommendations), intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds, financing services). Rank all products and services according to their importance to your customer. Are they crucial or trivial to your customer? Gains Describe the benefits your customer expects, desires or would be surprised by. This includes functional utility, social gains, positive emotions, and cost savings. Pains Customer Job(s) Describe negative emotions, undesired costs and situations, and risks that your customer experiences or could experience before, during, and after getting the job done. What does your customer find too costly? (e.g. takes a lot of time, costs too much money, requires substantial efforts, …) What makes your customer feel bad? (e.g. frustrations, annoyances, things that give them a headache, …) How are current solutions underperforming for your customer? (e.g. lack of features, performance, malfunctioning, …) What are the main difficulties and challenges your customer encounters? (e.g. understanding how things work, difficulties getting things done, resistance, …) What negative social consequences does your customer encounter or fear? (e.g. loss of face, power, trust, or status, …) What risks does your customer fear? (e.g. financial, social, technical risks, or what could go awfully wrong, …) What’s keeping your customer awake at night? (e.g. big issues, concerns, worries, …) What common mistakes does your customer make? (e.g. usage mistakes, …) What barriers are keeping your customer from adopting solutions? (e.g. upfront investment costs, learning curve, resistance to change, …) Describe what a specific customer segment is trying to get done. It could be the tasks they are trying to perform and complete, the problems they are trying to solve, or the needs they are trying to satisfy. What functional jobs are you helping your customer get done? (e.g. perform or complete a specific task, solve a specific problem, …) What social jobs are you helping your customer get done? (e.g. trying to look good, gain power or status, …) What emotional jobs are you helping your customer get done? (e.g. esthetics, feel good, security, …) What basic needs are you helping your customer satisfy? (e.g. communication, sex, …) Besides trying to get a core job done, your customer performs ancillary jobs in differ- ent roles. Describe the jobs your customer is trying to get done as: Buyer (e.g. trying to look good, gain power or status, …) Co-creator (e.g. esthetics, feel good, security, …) Transferrer (e.g. products and services that help customers dispose of a product, transfer it to others, or resell, …) Rank each job according to its significance to your customer. Is it crucial or is it trivial? For each job indicate how often it occurs. Outline in which specific context a job is done, because that may impose constraints or limitations. (e.g. while driving, outside, …) Which savings would make your customer happy? (e.g. in terms of time, money and effort, …) What outcomes does your customer expect and what would go beyond his/her expectations? (e.g. quality level, more of something, less of something, …) How do current solutions delight your customer? (e.g. specific features, performance, quality, …) What would make your customer’s job or life easier? (e.g. flatter learning curve, more services, lower cost of ownership, …) What positive social consequences does your customer desire? (e.g. makes them look good, increase in power, status, …) What are customers looking for? (e.g. good design, guarantees, specific or more features, …) What do customers dream about? (e.g. big achievements, big reliefs, …) How does your customer measure success and failure? (e.g. performance, cost, …) What would increase the likelihood of adopting a solution? (e.g. lower cost, less investments, lower risk, better quality, performance, design, …) Rank each gain according to its relevance to your customer. Is it substantial or is it insignificant? For each gain indicate how often it occurs. Rank each pain according to the intensity it represents for your customer. Is it very intense or is it very light.? For each pain indicate how often it occurs. On: Iteration: Designed by:Designed for: Day Month Year No. Customer Segment www.businessmodelgeneration.com Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH Value Proposition Create one for each Customer Segment in your Business Model http://www.businessmodelgeneration.com/downloads/value_proposition_canvas.pdf
  39. 39. DEFINITION: Selling “Educate The Unaware, Inspire The Interested, Reassure The Intent” - Blair Enns
  40. 40. Awareness Interest Intent Selling
  41. 41. coreyeastman.com  |  corey@coreyeastman.com  |  @coreyeastman     SALE   EMAIL  MARKETING   NETWORKING   PARTNER  REFERRAL   Buying  Path           SALES  RADAR
  42. 42. Have You Asked Yourself? How do I sell to different customer profiles while understanding their distinct need hierarchy? What are the most effective ways to communicate my position of advantage? What tools, metrics and milestones should I use to proactively generate more qualified opportunities? How do I begin to build a repeatable outbound process that delivers consistent and reliable results? What are my current and ideal clients telling others about my business?
  43. 43. Ideas & Advice Business vs. Behaviour Modification Business
  44. 44. “If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking”   - Buckminster Fuller
  45. 45. What if biz dev + innovation was a profession like a doctor, lawyer or accountant?
  46. 46. Tool-based Hands-on Systematic Teachable Credit: http://businessmodelalchemist.com/
  47. 47. sales vs. biz dev Credit: http://andrewdumont.me/the-difference-between-sales-and-business-development
  48. 48. Credit: http://andrewdumont.me/the-difference-between-sales-and-business-development
  49. 49.                                                                                                                                         1 2 3 4 5 6 7 8 9 10  

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