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How to Create a Growth Framework

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In this presentation I breakdown growth into 4 parts, understanding your funnel (top 3 acquisition channels & bottle necks), defining your customer personas & metrics and lastly a walkthrough of my simple growth process.

Here's a link to my growth framework google spreadsheet: http://bit.ly/growthframework

For more information on growth hacking visit my blog http://sujanpatel.com or download my book: http://100daysofgrowth.com

Published in: Marketing
  • Great presentation, Sujan. I'm a big fan of the bullseye framework as well for nailing down an acquisition channel. One of the most underrated parts of building a growth framework is understanding the job-to-be-done as it'll change the way you market and acquire customers (ie instead of looking for what job titles you're targeting for ads, you're looking at the core problem these people are trying to solve which is not limited to the competitive space). I've interviewed a couple folks from Buffer that outline how to understand a product's job-to-be-done here: https://trafficiscurrency.com/b2b-saas-free-trial/
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  • Great presentation Sujan.
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  • GOOD
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How to Create a Growth Framework

  1. 1. Hi, I’m Sujan Patel I run Web Profits, a marketing agency that help companies leverage growth marketing I'm a regular contributor at Inc., Forbes, WSJ & Entrepreneur I'm the author of Content Marketing Playbook & 100 Days of Growth
  2. 2. ➔ 15,000+ Customers ➔ 5000+ Customers ➔ 1,000+ Customers ➔ 15,000 Users USING THIS FRAMEWORK I’VE HELPED:
  3. 3. AGENDA 1. Understanding Your Funnel 2. Customer Persona 3. Defining Metrics 4. Growth Process 5. Questions!
  4. 4. DISCLAIMER: NO MAGIC
  5. 5. 1. UNDERSTANDING YOUR FUNNEL
  6. 6. A TYPICAL FUNNEL
  7. 7. FIGURE OUT YOUR TOP 3 ACQUISITION CHANNELS
  8. 8. FIGURE OUT YOUR BOTTLE NECKS Most common bottle necks
  9. 9. THE BULLSEYE FRAMEWORK tractionbook.com
  10. 10. ➔ Social Advertising, Advocacy & Inbound Marketing ➔ Inbound Marketing, Advocacy & Community ➔ Advocacy, Influencers Marketing & Community ➔ Advocacy, Influencers Marketing & Community MY TOP 3 CHANNELS
  11. 11. Marketing is
  12. 12. 2. CUSTOMER PERSONA
  13. 13. CUSTMER PERSONA TEMPLATES Download Templates: http://offers.hubspot.com/free-template-creating-buyer-personas
  14. 14. 3. DEFINING YOUR METRICS
  15. 15. PIRATE METRICS = AARRR http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
  16. 16. •Traffic •Qualified Leads •QL to SQL Rate (or trial to paid customer conversion rate) •Conversion Rate •Cost to Acquire Customer (CAC) •LTV •Average Order Value (or Average Contract Value) •Repeat Customer Rate •Churn Rate •Month over Month (MoM) Growth OTHER IMPORTANT METRICS
  17. 17. 4. GROWTH PROCESS
  18. 18. GROWTH FRAMEWORK: ONDECK Example of my framework: http://bit.ly/growthframework
  19. 19. GROWTH FRAMEWORK: IDEAS
  20. 20. DON’T PRIORTIZE & IDEATE AT THE SAME TIME
  21. 21. GROWTH FRAMEWORK: KPIs
  22. 22. 1. Focus 40% of your efforts on increasing traffic 2. Focus 40% on bottle necks 3. Focus 20% on on short term opportunities & throwing shit at the wall HOW TO GET STARTED
  23. 23. IT’S OKAY TO THROW SHIT AT THE WALL (20% OF THE TIME)
  24. 24. 1. Define your goals (be specific!) 2. Brainstorm ideas (based on bottle necks) 3. Identify resources 4. Prioritize 5. Execute 6. Measure 7. Rinse & repeat MY SIMPLE GROWTH PROCESS
  25. 25. Startups: Prioritize based on highest impact, least effort Everyone Else: Prioritize based on highest potential gain, least time to implement HOW TO PRIORITIZE
  26. 26. IT’S OKAY TO FAIL (70% of my growth ideas fail)
  27. 27. SujanPatel.com @SujanPatel Snapat.me QUESTIONS?

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