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How to grow your business? #scaled16 case City Digital
1. How to turn around old-scool print business to
3rd fastest growing company in Finland* and to
61st fastest growing company in Europe*
*Deloi'e Fast500 ranking, 2015
@lavas
2. Ilkka O. Lavas
• 3 books about entrepreneurship
”Unstoppable Entrepreneurship, Amazon”
• Partner, board member, investor
– Portfolio of 15 businesses
– 10+ aquisitions done
– 4 exits
• Young Entrepreneur of the year 2009 in ’Southern
Finland’
• 36years, 2 sons, 1 wife,
2,8k+ fb, 1.1k insta
2,7k+ linkedin,
Snapchat @ilkkalavas
5,5k+ twitter @lavas
@lavas
21. HowTo: Build growth minded company culture?
• Change owners
– Buy and turnaround
– Some owners are risk takes, some are cash cow lowers
• Change management
– Hire growth minded managers, set growth goals
• Change people
– Hire new
– Teach old (oh yes, many old dogs can learn new tricks)
– > New Culture
@lavas
24. 3rd lesson. Ask yourself:
What can we mulKply?
Scalable
• Customers
And what customers you choose?
• What channels customers use?
• Unique Visitors
• Online Sales
• Programmatic Sales
• Ad Inventory
• Restaurants
• Table Reservations
• People who are Dating on Deitti.net
Not scalable
• More salespeople
• Face 2 Face sales
Dropbox income 99e /year per user
Cost per user first year (user acquisiKon cost,
hosKng, storage, etc) 233-388 e per new
customer before growthhacking.
- Economics! !!!!!! Profitability!!!!!
Virality: AdverKsing did not work. ”Invite your
friends, refer friend, install to you phone”.
”You get more space”
PrioriKze:
Scale what is scalable and profitable,
stop doing everything else
@lavas
25. Freemium -> premium
Multiple amounts of customers / uniques visitors / ad impressions
• Shopify 30k+
• Salesforce 100k+
• Yammer 200k+
• Slack 2 M+ daily
• GitHub 1,9M
• Mailchimp 2M
• Google apps 4M
• Freshbook 4,5
• Google analytics 30M
• Evernote 30M
• Dropbox over 50M people are on dropbox
2 M daily users,
0,57 M
PAID Accounts
@lavas
26. Case City Digital. What did we mulKply?
What did we multiply?
Ad impressions
2012: 800 000 ad impressions
2013: 6 000 000 ad impressions
2014: 14 000 000 ad impressions
2015: 160 000 000 ad impressions
Amount of customers
2012: 40 customers
2013: 200 customers, 30% paying digitally
2014: 4000 customers, 50% buying digitally
2015: 10000 customers, 70% paying digitally
@lavas
33. Team
1. Dream big!
2. Start with the Growth Minded team, create growth minded innovaHve culture
3. Automate everything
4. Scale it up
5. Never give up!
How to GROW?