EC 103: Understanding O2O Online-to-offline (O2O) commerce is a business strategy that draws potential customers from online channels to make purchases in physical stores. O2O, identifies customers in the online space through emails and internet advertising, and then uses a variety of approaches to entice the customers to leave the online space. This type of strategy incorporates techniques used in online marketing with those used in brick-and-mortar marketing. Company : Commerce.Asia Guest Speaker : Dr Tom Tan

1. EDUCATION FOR THE INNOVATION ECONOMY
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Building a Sustainable Business in
the Age of Innovation
Dr Tom Tan
19 March 2019

2. Challenges in Digital Transformation
 The rise the innovation economy and the digital consumer creates new
challenges and opportunities for business owners
 Business owners have to market, promote and distribute their products across
multiple channels, both online and offline
 This creates a new challenge for product owners to effectively gather and
leverage their customer data to generate sales
 As a result Traditional Marketing has been disrupted by new skillsets driven
by a Growth Mindset
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3. © GrowthX Academy
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Growth Marketing:
Marketing for today’s online economy

4. From traditional to growth marketing
TRADITIONAL
MARKETING
DIGITAL
MARKETING
GROWTH
MARKETING
2015
in USA
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5. PEOPLE
Data Driven & Analytical
Decisions
Decisions based on experience
or hierarchy
Traditional Marketers Growth Marketers
Artistical, economics or
business background
Traditional approach in
looking for growth
Multi-skilled background
Creative in looking for
growth
Traditional Marketing Vs Growth Marketing
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6. APPROACH
Make People Want the Product
Focus on acquisition and activation thr
oughout the product lifecycle
Lets create
awareness
Lets hire sales
people to push
the product
Before product
market fit, focus on
retention and
product validation
Product is validated,
let’s scale acquisition
Let’s increase acquisition,
activation and referral
Make A Product People Want
Focus on different metrics based on the stage and
validation level of the product
Traditional Marketing Vs Growth Marketing
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7. Paid Advertising
CHANNELS
Free or Low Cost Alternative
Product itself as distribution
channel
e.g. for every friend who installs Dropbox
at your invitation, Dropbox gives both of you
extra storage
Technology based solution
e.g. Airbnb reverse engineered Craiglist so
their users were able to post their
listing to Craiglist
Traditional Marketing Vs Growth Marketing
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8. PROCESS
Focus on brand awareness
and reputation
Little measurable results
Looks at vanity metrics
Define actionable and
specific goals
Gather feedback, build
and prioritize hypothesis
Define and set-in place
analytics to track goals
Execute experiment,
choose simplest solution
Optimize experiment
No Clearly Defined Funnels Clearly Defined Funnels
Traditional Marketing Vs Growth Marketing
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9. Growth Hacking
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10. Everything is a Funnel
Acquisition
People come to your site or app through various channels
Activation
Users sign up and create accounts
Retention
Repeat use of product and features
Referral
Sharing & WOM
Revenue
$$
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11. Listerine

12. Dropbox Referral Program
PRODUCT USED TO EXPAND REACH

13. Dropbox Referral Program
3900% growth
in 15 months

14. Dropbox Referral Program

15. Airbnb’s Craiglist Integration
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16. The Age of Applied Technology
vs.
The Past Today
Technology expensive and complex
Product talent sparse
RISK: PRODUCT
Technology/cost complexity reduced
Product talent plentiful
RISK: MARKET
For companies to succeed, it must produce product-market fit
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17. Product Market Fit
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18. Products and markets
may be unique, but the path to
finding market-fit is not

19. Yet
Founders remain product-focused
70% of funded startups fail before break even or
next round of funding and 80% of the reasons are
related to markets and people.
Source: CBinsights
………..led to the launch of

20. The Foolproof Formula for
Finding Product-Market Fit

21. GrowthX Methodology
A proven approach to sustainable growth
Market
Discovery
Market
Messaging
Market
Outreach
Market
Results
Scale
Series A
Foundation Development
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Designed to help companies
develop, test and validate
hypotheses at every stage of
the market development
process.
That means less time and
capital is required to learn
whether and when a company
can achieve product-market
fit.
Test
Learn
Measure
Validate
No Yes
Scale
The Scientific Method
Iterate
Hypothesize
Market Foundation
Milestone 1
Market Messaging
Milestone 2
Market Results
Milestone 4
Market Outreach
Milestone 3
GrowthX Methodology
A proven approach to sustainable growth

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Market Foundation
Milestone 1
Market Messaging
Milestone 2
Market Results
Milestone 4
Market Outreach
Milestone 3
GrowthX Methodology
A proven approach to sustainable growth
Involves gaining deep understanding of ideal customer profile(s), developing
customer acquisition model(s), establishing average acquisition costs and
projected lifetime value
includes mapping of comprehensive market messaging to unique value
proposition and aligning messaging to customer acquisition strategy
involves creating outreach and acquisition channels and optimizing conversion
opportunities
involves measuring and analyzing market responses and optimizing messaging,
outreach and conversion methods appropriately

24. Growthtribe

25. Thank You
Contact
tom@growthx.asia
www.growthx.asia
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