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Growth vs. Scale: Business Strategy, Product Mix, Business Growth Strategy

Roland Frasier
Roland Frasier
Roland FrasierCEO, War Room Mastermind | Co-founder, Native Commerce | Principal, Digital Marketer at Fire Circle Holdings, LLC, DigitalMarketer Labs, LLC, Native Commerce

From the La Jolla Mastermind on March 9, 2017, this deck contains my top tools for designing business strategy and growth strategy. For growth hacking, check out the 3x3x3 Growth Matrix, which contains multiple strategies for attaining growh: getting more customers, having them buy more when they order, and having them return to order again and again. It provides actionable growth tools like the Channel Grid, Trend Mapping Canvas, Value Curve Plotter and Business Innovation Map, to help you plot your business's growth. It also provides the 3x3x3 Business Scale Matrix, which helps you drill down on systems, people and money. Tools are included to help with this effort as well. They include The Product Mix Canvas, Product Development Grid and Ash Maurya's Lean Canvas.

Growth vs. Scale: Business Strategy, Product Mix, Business Growth Strategy

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text on a full color slide.
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dividers,etc.
#tcs2017 facebook.com/RolandFrasierPage
Flight Club
Growth + Scale
From $1MM To $5MM
This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
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Leverage
This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
More Customers (KPI = CAC + DPL + Viral Coefficient)
Acquire (Sales)
Acquire (Buy)
Referral
Larger Transactions + Higher Margins (KPI = ICV + GM)
Revenue Bump
Bigger Orders
Vertical Int.
Repeat Buyers (KPI = CHURN + LTV + MAU + PIR)
Consumables
Retention
More Products
Channel Partners
Money + Debt
Value Prop + BML
Super Funnel
Wholesalers
Money + Strat Rel
Milestones
Consumables
Super Funnel/Rec
Media + Channels
SPA or APA
COIs + Virality
Up/Cross Sells
Bulk + Bundles
Make/Buy/Source
Activation
Continuity
B>M>L Iteration
The 3 x 3 x 3 GROWTH MATRIX
More Products
More Products
More Products
More Products
More Products
More Products
More Products
More Products
More Products
Goal
Method Need
Means
#tcs2017 LinkedIn.com/in/RolandFrasier
PROFITCENTERS
TRAFFIC CHANNEL GRID
FACEBOOK GOOGLE HOUSE LIST
CERTIFIED
PARTNERS
AMAZON DIRECT SALES AFFILIATES T&C
SOCIAL
MEDIA
SEO
HOUSE EMAIL
LIST
AMAZON AFFILIATES TRADE SHOWS DIRECT MAIL EMAIL DROPS
Product 1
Media Site
Events
Mastermind
Continuity
SaaS
Source: TrendWatching.com
Trend Mapping Canvas
Value Curve Plotter… Differentiate Your Brand From Your Industry
OfferingLevel
Low
High
KeyValue Factors
Industry
Your Brand
#tcs2017 LinkedIn.com/in/RolandFrasier
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Growth vs. Scale: Business Strategy, Product Mix, Business Growth Strategy

  • 1. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #tcs2017 facebook.com/RolandFrasierPage Flight Club Growth + Scale From $1MM To $5MM
  • 2. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #tcs2017 facebook.com/RolandFrasierPage Leverage
  • 3. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. More Customers (KPI = CAC + DPL + Viral Coefficient) Acquire (Sales) Acquire (Buy) Referral Larger Transactions + Higher Margins (KPI = ICV + GM) Revenue Bump Bigger Orders Vertical Int. Repeat Buyers (KPI = CHURN + LTV + MAU + PIR) Consumables Retention More Products Channel Partners Money + Debt Value Prop + BML Super Funnel Wholesalers Money + Strat Rel Milestones Consumables Super Funnel/Rec Media + Channels SPA or APA COIs + Virality Up/Cross Sells Bulk + Bundles Make/Buy/Source Activation Continuity B>M>L Iteration The 3 x 3 x 3 GROWTH MATRIX More Products More Products More Products More Products More Products More Products More Products More Products More Products Goal Method Need Means #tcs2017 LinkedIn.com/in/RolandFrasier
  • 4. PROFITCENTERS TRAFFIC CHANNEL GRID FACEBOOK GOOGLE HOUSE LIST CERTIFIED PARTNERS AMAZON DIRECT SALES AFFILIATES T&C SOCIAL MEDIA SEO HOUSE EMAIL LIST AMAZON AFFILIATES TRADE SHOWS DIRECT MAIL EMAIL DROPS Product 1 Media Site Events Mastermind Continuity SaaS
  • 6. Value Curve Plotter… Differentiate Your Brand From Your Industry OfferingLevel Low High KeyValue Factors Industry Your Brand #tcs2017 LinkedIn.com/in/RolandFrasier
  • 7. Body Shop Example #tcs2017 LinkedIn.com/in/RolandFrasier
  • 8. Disruption = Applying Different Business Models To Your Industry • Landlord (Physical/IP) • Affiliate • Pay As You Go • Publisher • Franchise • Manufacturer/Sales Rep • Wholesaler • Broker • Reseller/VAR • Retailer • Network Marketing • All you can eat • Direct Seller • Subscription #tcs2017 LinkedIn.com/in/RolandFrasier
  • 9. Experiment With Different Pricing Models • Free (Ad Supported) • Freemium • Value Based • Tiered/Volume • Feature + Add-Ons • Low Price • MSRP/MAP • Free + Paid Support • “Cost +” or “x Cost” • Portfolio/Suite • Commodity • Razor + Blade • Premium/Luxury • Discount #tcs2017 LinkedIn.com/in/RolandFrasier
  • 10. Uber Business Model Innovation Map Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary Broker: Connect Drivers With Passengers Volume: Charge 15%- 30% Brokerage Fee Landlord/Tenant: Drivers Rent Car Space Tiered based on type of car requested Affiliate Referral Fees For New Customers Referral Fee For New Drivers Volume (Distance/Miles) Time of Day Premium #tcs2017 LinkedIn.com/in/RolandFrasier
  • 11. Business Model Innovation Map Business Model Primary Secondary Tertiary PricingModels PrimarySecondaryTertiary #tcs2017 LinkedIn.com/in/RolandFrasier
  • 12. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Systems (KPI = NPS + CAGR + EBITDA) Product Financial Operations More/Better People (KPI = ETO + EER) Culture Comp Upside Share More Capital (KPI = CAGR + EBITDA) Equity Debt Creative PDG + PM Canvas Internal Controls SOPs Mission + Values Salary + Benefits Equity/Variable A Or B Round A Or B Round POF/ARF/ABL IMS + OMS + CCS SOPs + Acct Soft TOC - Bottlenecks Manifestos Comp Plan PSA + Rev. Share PPM Convertible Note TBD The 3 x 3 x 3 SCALE MATRIX COO + Software CFO + Software SweetProcess OfficeVibe HR + Attorneys Attorneys Capital + Team Capital + Team Creativity Goal Method Need Means #tcs2017 LinkedIn.com/in/RolandFrasier
  • 13. The Product Mix Canvas  PRODUCT MIX WIDTH   PRODUCT LINE 1   PRODUCT MIX DEPTH   PRODUCT LINE 2  Product Category 1 Product Category 2 Product Category 3 Product Category 1 Product Category 2 Product Category 3 Product Category 4 Product Name 1 Product Name 2 Product Name 3 Product Name 4  PRODUCT MIX WIDTH   PRODUCT LINE LENGTH   PRODUCT LINE LENGTH   PRODUCT CONSISTENCY  #tcs2017 LinkedIn.com/in/RolandFrasier
  • 14. Product Development Grid Products Existing Extended New Markets/Customers ExistingExtendedNew #tcs2017 LinkedIn.com/in/RolandFrasier
  • 15. Problem Solution Unique Value Proposition Unfair Advantage Customer SegmentsTop 3 problems Top 3 Benefits Single, clear compelling message states why you’re different, worth paying attention to. Can’t be easily copied or bought Target customers Key Metrics Key activities you measure Channels Path to customers Cost Structure Customer acquisition costs Distribution costs Hosting, People, etc. Revenue Streams Revenue Model LTV, Revenue, Gross Margin Problem Solution #tcs2017 LinkedIn.com/in/RolandFrasier The Lean Canvas Source: Ash Maurya -leanstack.com/leancanvas
  • 16. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #tcs2017 LinkedIn.com/in/RolandFrasier Thank you! Slideshare.com/RolandFrasier