SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.
SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.
Successfully reported this slideshow.
Activate your 14 day free trial to unlock unlimited reading.
1.
Stacking the Odds for Authentic Growth
Sean Ellis
October 3rd, 2012
Blog: Startup-Marketing.com
Twitter: @SeanEllis
Twitter @SeanEllis Startup-Marketing.com 1
2.
Startup Growth Pyramid
Scale
Growth
Stacking
the odds
Product/Market Fit
Twitter @SeanEllis Startup-Marketing.com 2
3.
Authentic (Sustainable) Growth
Hook, Pro
mise • Understand must-have experience (MHX)
• Double down on enhancing MHX
• Calibrate hook & promise messaging
• Optimize flows to deliver MHX
Must-Have • Personalize lifecycle management
experience
Twitter @SeanEllis Startup-Marketing.com 3
4.
Steps for Stacking the Odds
Understand Macro Micro
MHX Optimization Optimization
Twitter @SeanEllis Startup-Marketing.com 4
5.
Indentify Must Have Users
Understand Macro Micro
MHX Optimization Optimization
Twitter @SeanEllis Startup-Marketing.com 5
6.
Narrow Down Must Have Benefit
Understand Macro Micro
MHX Optimization Optimization
Additional question for “Must Have” Users
Twitter @SeanEllis Startup-Marketing.com 6
10.
Uncover Points of Friction
Understand Macro Micro
MHX Optimization Optimization
• User testing (live or online)
• Example questions to ID conversion issues
Twitter @SeanEllis Startup-Marketing.com 10
11.
Optimize Conversions
Understand Macro Micro
MHX Optimization Optimization
Experiment to Max % to MHX
• Combos of hooks & promise
• Address conversion issues
Twitter @SeanEllis Startup-Marketing.com 11