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@nilanp 
NPS driven growth! 
OR! 
How to grow without spending a 
TON on marketing! 
! 
Nilan Peiris! 
VP Growth TransferW...
@nilanp
Startups 
@nilanp
Startups Tequila 
@nilanp
Helped startups get to 
traction
Opinion is an outcome of 
experience
Back to traction 
@nilanp
Revenue
Revenue
Revenue
Death Zone
Revenue
How do I get 
out of the 
death zone ?
A typical founder 
conversation
Anonymised using 
characters from the 
Wire
x
GROWTH 
Dude - we’re running 
outta cash in 6 months
GROWTH 
Lets go see the Man - 
he can give us funding
Introducing the Man 
@nilanp
GROWTH
GROWTH 
Come back when you 
have traction…
GROWTH 
We need to get 
traction, we need to 
find customers, you 
know what we need ?
GROWTH 
Marketing
GROWTH 
Word. 
Marketing is what we 
need… but marketings 
expensive. You know 
what we need ?
GROWTH 
Money… lets go see 
the Man.
GROWTH
How do I get 
out of the 
death zone ?
4 principles for NPS 
driven growth 
@nilanp
1. Supply is your biggest scaling lever! 
2. Systemically improve your 
experience for your customers 
through curating su...
PRINCIPLE 1 
Supply is usually your 
biggest scaling lever
Focus on supply or 
customers first ?!
OR 
Chicken Egg
OR 
I came first 
Chicken Egg
SUPPLY CAME FIRST!
SUPPLY IS THE 
BIGGEST DRIVER OF 
YOUR CONVERSION 
RATE! 
@nilanp
e Drivers of 
conversion rate
Availability of 
product 
I WANT A T SHIRT!
Availability of in 
right size / date 
I WANT A MEDIUM T 
SHIRT!
Availability at 
price point 
ITS GOT TO BE 
UNDER £30!
MARKETING 
BULLSHIT (CRO)
Drivers of conversion rate 
1. Availability of product! 
2. Availability of product 
on right date / size! 
3. Availabilit...
Start with one market and 
build from there 
@nilanp
Learn how to systemically 
acquire supply! 
@nilanp
Understand your value to 
suppliers! 
@nilanp
Summary! 
1. Acquiring supply solves the 
chicken / egg problem! 
2. Focus on availability of product 
at price point! 
3....
PRINCIPLE 2! 
! 
Systemically improve the 
experience of your 
customers!
Focus on single 
users 
Practical advice 
credit: Klinger.io
Figure out your 
supply curation 
metrics 
@nilanp
CookIt 
optimises 
recipes to keep 
customers 
come back for 
more
Amazon’s! 
recommendation 
algorithm curates 
their supply 
optimising for 
conversion rate
HouseTrip’s 
recommendation 
algorithm measures 
quality of stay
Facebook’s 
news feed 
optimises 
for 
engagement
Uber takes 
into account 
driver and 
passenger 
quality when 
you hail a cab
• Prioritise !
Summary 
1. Systemically improve 
your customer experience 
by improving the quality of 
supply! 
2. Focus on outcome 
met...
PRINCIPLE 3 
Focus on NPS and 
your business will 
grow
Would you recommend us to 
your friends? 
Detractors Neutral Promoters 
1 2 3 4 5 6 7 8 9 10
Would you recommend us to 
your friends? 
Detractors Neutral Promoters 
1 2 3 4 5 6 7 8 9 10 
Promoters - Detractors 
Tota...
If promoters > 
detractors you WILL 
grow
N.B. This is fucking 
hard.
It works ! ! 
(But barely)
It works with! 
no significant 
issues ! 
It works ! ! 
(But barely)
It works. Wow that 
was slick 
It works with! 
no significant 
issues ! 
It works ! ! 
(But barely)
You’ve just blown 
my socks off that 
was fucking 
incredible 
It works. Wow that 
was slick 
It works with! 
no significa...
ONLY focus on NPS 
once the product is 
working
Every app 
on your 
phone has 
an insanely 
high NPS
What drives 
recommendation ?
Rational Emotional
Rational! Emotional 
• Meeting & 
exceeding 
expectations! 
• Product 
features 
• Narrative! 
• Reason for 
sharing! 
! 
...
You can’t copy 
that !
ONLY focus on NPS 
once the product is 
working
Summary! 
1. Focus on NPS and you will grow! 
2. Understand the drivers of NPS 
and align your product and 
marketing orga...
! 
! 
! 
! 
PRINCIPLE 4 
Once product is 
growing add 
marketing
! 
! 
! 
! 
PRINCIPLE 4 
Once unit economics 
are strong explore 
marketing
1. Performance 
marketing! 
2. Viral growth! 
3. Inbound 
marketing!
1. Performance 
Money in Money 
marketing! 
out
Money in < Money out
When to focus on 
performance 
marketing ? 
Practical advice 
1. If your unit economics are 
better than anyone else in 
t...
Viral growth!
Viral growth =! 
Word of Mouth 
Referral programs! 
Crazy social sharing
Referral programs = 
tracked Word of 
Mouth
Focus! 
! 
Give away value! 
NOT money!
Focus! 
! 
=
What amplifies viral 
growth rate ?
Frequency of use! 
Relevance! 
Shareability
Pre-requisites 
Practical advice 
1. Have a great product 
2. Have your first 1000 
customers 
3. Customers are part of hi...
Inbound marketing
Build acquisition into 
your app
NPS driven growth! 
4 principles
1. Supply is your biggest scaling lever! 
2. Systemically improve your 
experience for your customers 
through curating su...
@nilanp
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
NPS Driven Growth or How to grow your startup w
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NPS Driven growth or How to grow your startup without spending money on marketing.

Slides from the GrowthHackingConference

Published in: Technology

NPS Driven Growth or How to grow your startup w

  1. 1. @nilanp NPS driven growth! OR! How to grow without spending a TON on marketing! ! Nilan Peiris! VP Growth TransferWise
  2. 2. @nilanp
  3. 3. Startups @nilanp
  4. 4. Startups Tequila @nilanp
  5. 5. Helped startups get to traction
  6. 6. Opinion is an outcome of experience
  7. 7. Back to traction @nilanp
  8. 8. Revenue
  9. 9. Revenue
  10. 10. Revenue
  11. 11. Death Zone
  12. 12. Revenue
  13. 13. How do I get out of the death zone ?
  14. 14. A typical founder conversation
  15. 15. Anonymised using characters from the Wire
  16. 16. x
  17. 17. GROWTH Dude - we’re running outta cash in 6 months
  18. 18. GROWTH Lets go see the Man - he can give us funding
  19. 19. Introducing the Man @nilanp
  20. 20. GROWTH
  21. 21. GROWTH Come back when you have traction…
  22. 22. GROWTH We need to get traction, we need to find customers, you know what we need ?
  23. 23. GROWTH Marketing
  24. 24. GROWTH Word. Marketing is what we need… but marketings expensive. You know what we need ?
  25. 25. GROWTH Money… lets go see the Man.
  26. 26. GROWTH
  27. 27. How do I get out of the death zone ?
  28. 28. 4 principles for NPS driven growth @nilanp
  29. 29. 1. Supply is your biggest scaling lever! 2. Systemically improve your experience for your customers through curating supply! 3. Once product is working, focus on building NPS to drive growth! 4. Once product is growing add marketing @nilanp
  30. 30. PRINCIPLE 1 Supply is usually your biggest scaling lever
  31. 31. Focus on supply or customers first ?!
  32. 32. OR Chicken Egg
  33. 33. OR I came first Chicken Egg
  34. 34. SUPPLY CAME FIRST!
  35. 35. SUPPLY IS THE BIGGEST DRIVER OF YOUR CONVERSION RATE! @nilanp
  36. 36. e Drivers of conversion rate
  37. 37. Availability of product I WANT A T SHIRT!
  38. 38. Availability of in right size / date I WANT A MEDIUM T SHIRT!
  39. 39. Availability at price point ITS GOT TO BE UNDER £30!
  40. 40. MARKETING BULLSHIT (CRO)
  41. 41. Drivers of conversion rate 1. Availability of product! 2. Availability of product on right date / size! 3. Availability at right price point! 4.Marketing bullshit (CRO)!
  42. 42. Start with one market and build from there @nilanp
  43. 43. Learn how to systemically acquire supply! @nilanp
  44. 44. Understand your value to suppliers! @nilanp
  45. 45. Summary! 1. Acquiring supply solves the chicken / egg problem! 2. Focus on availability of product at price point! 3. FIgure out how to scalable acquire supply and get clear over time on your value proposition to suppliers! 4. Focus on growth through systemically improving your supply base @nilanp
  46. 46. PRINCIPLE 2! ! Systemically improve the experience of your customers!
  47. 47. Focus on single users Practical advice credit: Klinger.io
  48. 48. Figure out your supply curation metrics @nilanp
  49. 49. CookIt optimises recipes to keep customers come back for more
  50. 50. Amazon’s! recommendation algorithm curates their supply optimising for conversion rate
  51. 51. HouseTrip’s recommendation algorithm measures quality of stay
  52. 52. Facebook’s news feed optimises for engagement
  53. 53. Uber takes into account driver and passenger quality when you hail a cab
  54. 54. • Prioritise !
  55. 55. Summary 1. Systemically improve your customer experience by improving the quality of supply! 2. Focus on outcome metrics for your customers!
  56. 56. PRINCIPLE 3 Focus on NPS and your business will grow
  57. 57. Would you recommend us to your friends? Detractors Neutral Promoters 1 2 3 4 5 6 7 8 9 10
  58. 58. Would you recommend us to your friends? Detractors Neutral Promoters 1 2 3 4 5 6 7 8 9 10 Promoters - Detractors Total = NPS
  59. 59. If promoters > detractors you WILL grow
  60. 60. N.B. This is fucking hard.
  61. 61. It works ! ! (But barely)
  62. 62. It works with! no significant issues ! It works ! ! (But barely)
  63. 63. It works. Wow that was slick It works with! no significant issues ! It works ! ! (But barely)
  64. 64. You’ve just blown my socks off that was fucking incredible It works. Wow that was slick It works with! no significant issues ! It works ! ! (But barely)
  65. 65. ONLY focus on NPS once the product is working
  66. 66. Every app on your phone has an insanely high NPS
  67. 67. What drives recommendation ?
  68. 68. Rational Emotional
  69. 69. Rational! Emotional • Meeting & exceeding expectations! • Product features • Narrative! • Reason for sharing! ! !
  70. 70. You can’t copy that !
  71. 71. ONLY focus on NPS once the product is working
  72. 72. Summary! 1. Focus on NPS and you will grow! 2. Understand the drivers of NPS and align your product and marketing organisation behind this
  73. 73. ! ! ! ! PRINCIPLE 4 Once product is growing add marketing
  74. 74. ! ! ! ! PRINCIPLE 4 Once unit economics are strong explore marketing
  75. 75. 1. Performance marketing! 2. Viral growth! 3. Inbound marketing!
  76. 76. 1. Performance Money in Money marketing! out
  77. 77. Money in < Money out
  78. 78. When to focus on performance marketing ? Practical advice 1. If your unit economics are better than anyone else in the industry 2. You can target relevant traffic @nilanp
  79. 79. Viral growth!
  80. 80. Viral growth =! Word of Mouth Referral programs! Crazy social sharing
  81. 81. Referral programs = tracked Word of Mouth
  82. 82. Focus! ! Give away value! NOT money!
  83. 83. Focus! ! =
  84. 84. What amplifies viral growth rate ?
  85. 85. Frequency of use! Relevance! Shareability
  86. 86. Pre-requisites Practical advice 1. Have a great product 2. Have your first 1000 customers 3. Customers are part of high trust networks with other target customers @nilanp
  87. 87. Inbound marketing
  88. 88. Build acquisition into your app
  89. 89. NPS driven growth! 4 principles
  90. 90. 1. Supply is your biggest scaling lever! 2. Systemically improve your experience for your customers through curating supply! 3. Once product is working, focus on building NPS to drive growth! 4. Once product is growing add marketing @nilanp
  91. 91. @nilanp

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