How to Build a Growth Machine at TheNextWeb San Paulo Brazil

1. twitter @meetsa1mir @Thenextweb Conference Dec 2nd, San paulo, Brazil

2. twitter @meetsa2mir The Growth Master • Founder, CEO of DoRevolution and Growth Mentor at 500Startups Silicon Valley, Optimized $1B+ in Ads. • Founder of SearchForce and pioneer to apply Wall Street Analytics and Quantitative Trading Techniques to Advertising for Portfolio Optimization. Raised $10M+ in financing, developed a Cross-Channel Optimization SaaS Platform Based and took the company to profitability. • MBA in Brand Marketing from Cornell's Johnson School of Business.

3. twitter @meetsa3mir DoRevolution Growth Services • Growth Marketing & Analytics – Google Adwords – Facebook Ads – Mobile Advertising – Retargeting – SEO : On-page & Off-page – Analytics: Google Analytics, Mixpanel, Kissmetrics • Growth Training Seminars for CEO’s, CMO’s and Staff

4. twitter @meetsa4mir

5. twitter @meetsa5mir Moneyball for Growth

6. twitter @meetsa6mir How to Build a Growth Engine • Scalable • Repeatabl e • Predictab le

7. twitter @meetsa7mir BOTS Take Over Social Selling

8. twitter @meetsa8mir Automate Visits to Profiles

9. twitter @meetsa9mir Profile Current & Clear Action

11. twitter @meetsa11mir Be Vanilla or a Gorilla International Ice Cream Association the Top 10 flavours of ice cream in order are: vanilla, chocolate, butter pecan, strawberry, neapolitan, chocolate chip, french vanilla and cookies ‘n’ cream. Vanilla (#1) got approximately 28% of sales and chocolate (#2) got approximately 8% of sales. The rest got 6% or less. In this instance, being #1 makes you 350% better off than #2.

12. twitter @meetsa12mir Dave McClure Startup Ecosystem 12 • 1,000 Bootstrap Startups ($0-10K) • = 1,000 Parents/Garages/Basements @ $0-500/mo food+rent • 300 Accelerator Startups ($10-100K) • = 10-20 Accelerators @ $1-5M/yr, 20-50 co’s/yr • 100 Seed-Stage Startups ($100K-$1M) • = 5-10 Micro-VC Funds @ $10-30M/yr, 10-20 co’s/yr • 30 Series A/B Startups ($1-10M) • = 3-5 Early-Stage Funds @ $25-100M/yr, 5-10 co’s/yr • 10 Later-Stage Companies ($10-100M) • = 2-3 Later-Stage Funds @ $50-250M/yr, 3-5 co’s/yr • 1-3 Mature Company IPOs ($100M+)

13. twitter @meetsa13mir - McKinsey & Company

14. twitter @meetsa14mir - McKinsey & Company

15. twitter @meetsa15mir Growth Trumps all Metrics • High growth companies return 5X more to share holders • Growth predicts long-term success • SuperGrowers (growth rate >60%) when reached $100M were 8X more likely to reach $1B than ones <20% growth rate • Growth matters more than margin or cost structure. Increases in revenue growth rates drive 2X as much market cap gains 15 - McKinsey & Company

16. twitter @meetsa16mir Action Grow Fast or Die Slow

17. twitter @meetsa17mir But Growth is Hard • Law of Vanilla Ice-cream • Rapid Evolution of Platforms • Increasing precision brings complexity • Speed & Machines • Lots of Money at Stake

18. twitter @meetsa18mir Platforms 2.0 Search, Social, Mobile, Video, Messaging $100M+ Users ~ Dave McClure

19. twitter @meetsa19mir A Zillion Ways to Acquire Users

20. twitter @meetsa20mir Hyper Inflation & Irrational Bidders

21. twitter @meetsa21mir Efficient Markets

22. twitter @meetsa22mir Easy to Lose Money It’s Complex. Know if you don’t know.

23. twitter @meetsa23mir SEO is not JUST SEO ~ Rand Fishkin, Wizard, Moz

24. twitter @meetsa24mir Unprecedented Complexity

25. twitter @meetsa25mir Action Reflect on your current knowledge and feel the gap

26. twitter @meetsa26mir Precision Marketing

27. twitter @meetsa27mir Action : A Historical Opportunity Laser-Like Precision Marketing

28. twitter @meetsa28mir The Rise of the Machines

29. twitter @meetsa29mir High-frequency trading factoids

30. twitter @meetsa30mir High-frequency trading factoids

33. twitter @meetsa33mir Hedge fund Spent $300M to increase speed by 3 Milliseconds

34. twitter @meetsa34mir Billions at Stake ~ Rand Fishkin, Wizard, Moz

35. twitter @meetsa35mir Google Pays $500M for AI

36. twitter @meetsa36mir ~ Rand Fishkin, Wizard, Moz

37. twitter @meetsa37mir Self-Aware Robots

38. twitter @meetsa38mir Elon Going to Mars

40. twitter @meetsa40mir You vs. (Machines + Geniuses) Do you have DataStars on your team?

41. twitter @meetsa41mir Actions • Grow Fast or Die Slow • Markets are hyper-competitive and inflated • Companies are using Artificial Intelligence, Math and Stats to gain competitive advantage • Companies are hiring the best and brightest minds and paying billions for them. It’s the TEAM stupid. • Easy to spend money, hard to make money • Bottom-line : Pay attention OR you will end up in the dead pool.

45. twitter @meetsa45mir People • Key Qualities • Quant Skills

46. twitter @meetsa46mir 9 Qualities of World Class Growth Teams • Possess Action-Driven Thinking • Rapid Learners of Dynamically Changing Marketing Channels and Growth Platforms • Understand Growth Process • Are Highly Product-Savvy • Have a Hustle Mindset • Possess a Cross-Disciplinary Skillset • Connect Marketing to Product Development • Possess Technical Acumen • Hiring connections

49. twitter @meetsa49mir Platforms • Data Use / Action Ninjas / GrowthStack

50. twitter @meetsa50mir Data Storage & Retrieval

51. twitter @meetsa51mir How Big is your Data?

52. Stop Data twitter @meetsa52mir PUKING

53. Traffic Acquisition twitter @meetsa53mir Lead & Customer Acquisition Market Research & User Feedback Email Marketing AB / Multivariate Testing Competitive Research Tools Sales Intelligence

56. twitter @meetsa56mir Your Eyes are ‘Analytics’

57. twitter @meetsa57mir 1. ACQUISITION Homepage / Landing Page Product Features Website.com Campaigns, Contests Emails & widgets Ads, Lead Gen, Biz Dev Subscriptions, etc SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts System Events & Time-based Features Blogs, Content ~ Dave McClure

58. twitter @meetsa58mir Process • KPI’s • Growthaly tics • Kaizen

61. twitter @meetsa61mir ~ Brian Balfour

62. twitter @meetsa62mir Action Establish Clear, Quantifiable Goals. Think Attribution Modeling.

63. twitter @meetsa63mir Customer Lifecycle • Acquisition: users come to the site from various channels • Activation: users enjoy 1st visit: "happy" user experience • Retention: users come back, visit site multiple times • Referral: users like product enough to refer others • RAAeRvReR!nue: users conduct some monetization behavior ~ Dave McClure, 500Startups

64. twitter @meetsa64mir Action Think Lifecycle. Customer Journeys.

65. twitter @meetsa65mir Growth Experiments Framework

66. twitter @meetsa66mir Experiment • Objective • Hypothesis • Design • Resource Estimation • Results • Findings • Action Items

68. twitter @meetsa68mir Action You must Breathe Continuous Improvement

69. twitter @meetsa69mir Establish Objectives and Key Results (OKRs) • Set your objective based on what’s going to have the greatest impact on your business right away • Establish a timeline for testing • Set multiple Key Results (KRs) based on level of difficulty: KR 1 – 90% chance of success. You did a good job. KR 2 – 50% chance of success. You did a great job. KR 3 – 10% chance of success. You hit it out of the park!

70. twitter @meetsa70mir Example -- Growth via Adwords: Target : Lower their CPA for accredited investor signups via AdWords without a significant drop in conversion volume. 1. Focus on Search Network to drive lower CPA 2. Set timeline for 60 days 3. Three Key Results will be attempted: • KR1 -- (90% change of success): Raise conversion volume by 10% by focusing on strategic bid modifications RLSA audience lists. • KR2 – (50% chance of success): Lower CPA by 20% by limiting the keywords they buy to high performing terms only, and setting location bid modifications by income-tier. • KR3 – (10% chance of success): Lower CPA by 20% and raise conversion volume by 10% by combining these two strategies.

71. twitter @meetsa71mir Action Run Growth Teams on OKR’S.

73. twitter @meetsa73mir It’s the Questions that drive Change 1. Do you have millisecond strategy? 2. Have you identified a Growth Team? 3. Do you run Growth as Risk & Portfolio Management?

74. twitter @meetsa74mir Samir Patel samir@dorevolution.com President & CEO, DoRevolution Growth Mentor @500Startups Connect on Linkedin

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