Marketing in a mission driven startup Presentation from expand london on driving viral word of mouth growth in a fintech

1. @nilanp
Marketing in a
Mission Driven
Startup.

2. @nilanp
1. Growth
2. Culture
3. Marketing

3. First introductions.

4. @nilanp
INTROS

5. Transferwise…
a mission driven
startup ?

6. Transferwise was started
to solve a problem
@nilanp@nilanp

7. In our case a personal pain point helped to see
an epidemic dysfunction in the entire industry,
which lacked any natural force of
improvement or move towards resolution.
— Kristo Käärmann & Taavet Hinrikus
@nilanp@nilanp

8. @nilanp
A mission driven startup =
A catalyst for changing the world
@nilanp

9. 1. Growth

10. @nilanp
$0.5 million ➤ $1 Billion

11. @nilanp
60 ➤ 600 TransferWisers

12. @nilanp
Evangelism is the biggest
driver of growth

13. We believe we can create evangelical
customers.

14. Why do people recommend our
product ?

15. RATIONalRational Emotional

16. RATIONalProduct Cause

17. RATIONal
Speed
Price
Convenience
Coverage
Cause

18. To achieve advocacy your product
needs to be an order of magnitude
better than the alternative

20. But don’t do this as “growth hack” do
it because the world deserves it

21. RATIONal
Speed
Price
Convenience
Coverage
Cause

23. Money without borders.
Instant, convenient, transparent
and eventually free
We’re powering money for people and businesses:
to pay, to get paid, to spend, in any currency,
wherever you are, whatever you’re doing

24. You can’t copy
that !

25. 2. Culture

26. Culture = optimising for speed

27. We work in autonomous
independent teams that focus
on KPIs that make a
difference to our customers
and drive our growth
@nilanp

28. @nilanp
The currencies teams launches
new currencies
@nilanp

29. @nilanp@nilanp
It is autonomous & independent

30. @nilanp
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness

31. Currencies OperationsVerificationConversion Experience ViralityMarketing
@nilanp
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness

32. @nilanp

33. What drives our growth rate ?

34. @nilanp
Brazil

35. 3. Marketing

36. How I used to run marketing

46. Revenue
Marketing $$$$

47. Revenue
Marketing $$$$

48. THE INFINITELY
SCALABLE
MARKETING CHANNEL
DOESN’T EXIST
Revenue
Marketing $$$$

49. What is the problem
marketing is solving ?

52. MARKETINGS JOB IS TO FIX THIS

54. The best form of marketing is
changing the law
www.stophiddenfees.co.uk

55. Affiliates.

58. Facebook.

66. @nilanp
1. Growth
2. Culture
3. Marketing

67. Mission Driven Marketing
@nilanp