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Years
Million Dollars
Big Mistakes
@petekeller
icaruspete@gmail
Revenue (000)
3500

3000

2500

2000

Revenue (000)
1500

1000

500

0
2011

2012

2013
• Platform and following
• Table selection
• (Not) Planning for success
Platform and Following
Do it on your own
• Forums
• Twitter/instagram/blogs/fb
• “Build Authority”
• If nothing else, see what drives engagement
...
Revenue (000)
3500

3000

2500

2000

Revenue (000)
1500

1000

500

0
2011

2012

2013
16000

14000

12000

10000

8000

Revenue Proj (000)
Revenue (000)

6000

4000

2000

0
2011

2012

2013

2014

2015

2016
• Cash conversion cycle
• Marketing focus (CLV vs. one-shot)
• Profitability
Plan for success
• Think beyond “prove the business model”
• Understand and anticipate your growth
• “There’s always money...
Table selection
• “Table selection is the
most important decision
you can make
• It’s okay to switch tables if
you discove...
VS
You get to pick your table!
Takeaways
• Platform and following
– Learn the social platforms
– Learn to drive engagement
– Brand from day 1

• Planning...
@petekeller
icaruspete@gmail
FringeSport
ProductSimple.net
The Mistake Podcast
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
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FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes

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Peter Keller, founder / CEO of FringeSport talks about the 3 biggest mistakes the FringeSport team made on the road to $3M in sales just 3 years after he founded Fringe in his garage.

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FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes

  1. 1. Years Million Dollars Big Mistakes
  2. 2. @petekeller icaruspete@gmail
  3. 3. Revenue (000) 3500 3000 2500 2000 Revenue (000) 1500 1000 500 0 2011 2012 2013
  4. 4. • Platform and following • Table selection • (Not) Planning for success
  5. 5. Platform and Following
  6. 6. Do it on your own • Forums • Twitter/instagram/blogs/fb • “Build Authority” • If nothing else, see what drives engagement when you post on fb!
  7. 7. Revenue (000) 3500 3000 2500 2000 Revenue (000) 1500 1000 500 0 2011 2012 2013
  8. 8. 16000 14000 12000 10000 8000 Revenue Proj (000) Revenue (000) 6000 4000 2000 0 2011 2012 2013 2014 2015 2016
  9. 9. • Cash conversion cycle • Marketing focus (CLV vs. one-shot) • Profitability
  10. 10. Plan for success • Think beyond “prove the business model” • Understand and anticipate your growth • “There’s always money out there”… but where?
  11. 11. Table selection • “Table selection is the most important decision you can make • It’s okay to switch tables if you discover it’s too hard to win at your table “ Tony Hsieh
  12. 12. VS
  13. 13. You get to pick your table!
  14. 14. Takeaways • Platform and following – Learn the social platforms – Learn to drive engagement – Brand from day 1 • Planning for success – Plan for success – Think about the ramifications of your business model • Table selection – Pick a table where you want to sit! – Look at winners and learn from them
  15. 15. @petekeller icaruspete@gmail FringeSport ProductSimple.net The Mistake Podcast

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