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Joanna Lord: Habits of High Growth Companies and Other Unicorn Adventures - Seattle Interactive 2015

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"Unicorns" really do have habits we can all evaluate and adopt if they fit our business to accelerate growth. Joanna will cover how to organize, operate and coordinate for growth.

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Joanna Lord: Habits of High Growth Companies and Other Unicorn Adventures - Seattle Interactive 2015

  1. 1. Habits of High Growth Companies …and other Unicorn adventures @joannalord Marketer, blogger, builder of beautiful brands
  2. 2. we’ve become obsessed with growth
  3. 3. chasing something pretty magical
  4. 4. meh. magic.
  5. 5. Sources http://bit.ly/1jnwpig & http://tcrn.ch/1l6CUXn There are 1,350,000 technology startups.
  6. 6. Guess how many of those are unicorns? Sources http://bit.ly/1jnwpig & http://tcrn.ch/1l6CUXn There are 1,350,000 technology startups.
  7. 7. Guess how many of those are unicorns? Sources http://bit.ly/1jnwpig & http://tcrn.ch/1l6CUXn 142 There are 1,350,000 technology startups.
  8. 8. Anatomy of a Unicorn Source: http://tcrn.ch/1l6CUXn Average # of years before a liquidity event 7 34 Average age at founding SF Top city. NYC & LA are 2nd and 3rd. 3 # of women founders behind unicorns 2007 Best year to start a unicorn (27%). 4 Number of unicorns < 3 years old 8 of Top 10 Are consumer companies, (72% of overall list) of co-founders have history together 85%
  9. 9. Not all 142 are created equal: Source: http://tcrn.ch/1l6CUXn Paper unicorns: Privately held companies valued north of $1B 61% of unicorns are paper (Up 200% YoY) Super unicorns: Company valued north of $100 billion Facebook is the only one, born prior to 2005. There has been no new SU since 2005. Decacorns: Companies valued north of $10 billion There are now 9 decacorns (Up 300% YoY). 5 of 9 are mobile. Unicorns: Companies valued north of $1B There are 142 unicorns (Up 115% YoY)
  10. 10. unicorpses, unicorn hunting, oh my!
  11. 11. “As we enter the next phase of the Age of Unicorns, many highly valued companies will struggle to live up to their valuations, meeting harsh scrutiny from the press, regulators, and future public market investors. Becoming a unicorn, it turns out, was the easy part.” @eringriffith, fortune.com
  12. 12. $10 billion Dropbox is increasingly looking like a “feature," not a service $9 billion Theranos is battling a wave of questions about its technology $1 billion Evernote has experienced executive turnover as it prepares to go public
  13. 13. lets talk about something a little more relevant
  14. 14. Over 100,000,000 startups open every year.
  15. 15. Over 100,000,000 startups open every year. Guess how many succeed?
  16. 16. Over 100,000,000 starts open every year. Guess how many succeed? 1 out of 10
  17. 17. f&ck.* * the & is a u. it spells fuck.
  18. 18. we should care about growth because we all want to be successful
  19. 19. and growth is harder than it used to be.
  20. 20. because so much has changed.
  21. 21. 1 : marketing evolution: ownership
  22. 22. 1 : marketing : product & marketingevolution: ownership
  23. 23. 1 : marketing : product & marketing : product & marketing & engineering & data evolution: ownership
  24. 24. PRODUCT MARKETING ENGINEERING DATA GROWTH
  25. 25. demands new organizational structure
  26. 26. Example: LinkedIn Growth Team SEO Onboarding Network Growth Comms PYMK, Virality, Connections Engagement through email/push, Resurrection SEO, Conversion
 optimization, Public profile Onboarding, Activation, Intent discovery
  27. 27. 2 : creative evolution: skills
  28. 28. 2 : creative : creative & analyticalevolution: skills
  29. 29. 2 : creative : creative & analytical : creative & analytical & intuition & technical evolution: skills
  30. 30. demands new hires & investment
  31. 31. skills that fuel growth : t-shaped
  32. 32. skills that fuel growth : t-shaped hires Technical : Analytical : Creative : Product : Design Theory : Paid : Inbound : CRO : Content : Statistics: Modeling : Database/SQL : Psychology
  33. 33. 4 : hacks evolution: platforms
  34. 34. 4 : hacks : toolsevolution: platforms
  35. 35. 4 : hacks : tools : platforms evolution: platforms
  36. 36. demands curiosity & accelerated adoption
  37. 37. demands new processes tl;dr: Growth advantages are shorter lived. EVOLUTION OF PLATFORMS
  38. 38. what do you need for growth to happen?
  39. 39. Pillars of a High Growth Company Product Team Community X Factor
  40. 40. but how can we get it? there are patterns.
  41. 41. but how can we get it? there are patterns.
  42. 42. build breakthrough value propositions
  43. 43. Here's a common way startups die. They make something moderately appealing and have decent initial growth. They raise their first round fairly easily because the founders seem smart and the idea sounds plausible. But because the product is only moderately appealing, growth is ok but not great. The founders convince themselves that hiring a bunch of people is the way to boost growth. Their investors agree. But (because the product is only moderately appealing) the growth never comes. Now they're rapidly running out of runway. They hope further investment will save them. But because they have high expenses and slow growth, they're now unappealing to investors. They're unable to raise more, and the company dies. - Paul Graham
  44. 44. create a rally point worthy of their time
  45. 45. simplify, grow, everyday give people the power to share make the world your home be less busy simplify, grow, everyday give people the power to share make the world your home be less busy
  46. 46. why do you wake up every morning? the world wants more of that. simplify, grow, everyday give people the power to share make the world your home be less busy
  47. 47. why do you wake up every morning? the world wants more of that. simplify, grow, everyday give people the power to share make the world your home be less busy
  48. 48. focus on more than acquisition
  49. 49. Three ways to grow your company. Acquisition Monetization Retention
  50. 50. Looked at 10,432 blog posts on growth.
  51. 51. snappity snap. 75% No wonder we’re so damn crazy about acquisition.
  52. 52. acquisition isn’t the most effective channel for growth
  53. 53. if we improve each lever the same, which lever causes the most growth?
  54. 54. whoa.
  55. 55. improving retention and monetization as 2 to 4X the growth impact of focusing on acquisition
  56. 56. participate fully in the ecosystem
  57. 57. 4.
  58. 58. 4.
  59. 59. 4.
  60. 60. 4.
  61. 61. 4.
  62. 62. 4.
  63. 63. invest in unscalable moments of delight
  64. 64. @scottedwards, Director of Growth at Simple
  65. 65. @scottedwards, Director of Growth at Simple
  66. 66. @scottedwards, Director of Growth at Simple
  67. 67. @scottedwards, Director of Growth at Simple
  68. 68. @scottedwards, Director of Growth at Simple
  69. 69. simply put growth is: creating value getting in front of as many people as possible as often as possible & &
  70. 70. there are just a lot of distractions
  71. 71. don’t obsess over tactics other people say worked
  72. 72. don’t go looking for that one silver bullet
  73. 73. don’t forget revenue > growth
  74. 74. don’t abandon what got you here
  75. 75. we have a responsibilityto grow our companies the right way.
  76. 76. product that offers value to this world. built by empowered teams. with and for communities. in authentic, innovative ways.
  77. 77. product that offers value to this world. built by empowered teams. with and for communities. in authentic, innovative ways.
  78. 78. product that offers value to this world. built by empowered teams. with and for communities. in authentic, innovative ways.
  79. 79. product that offers value to this world. built by empowered teams. with and for communities. in authentic, innovative ways.
  80. 80. Thank You! @joannalord Marketer, blogger, builder of beautiful brands

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