By: Matt Breuer (Head of Growth - Buffy)

1. Buffy March 21, 2019Slow & Steady Wins the Race
Slow & Steady
Wins the Race

2. What should growth do?
Buffy March 21, 2019Slow & Steady Wins the Race

3. Facebook has been an unrivaled gift for young companies
- CPMs were extraordinarily cheap
- New ad products created meaningful lift
- Creative iteration was simple & contained
With a desirable product, basic creative capacity & knowledge of
Facebook, nearly any business could get off the ground and start
driving sales
What
should
growth do?
Buffy March 21, 2019Slow & Steady Wins the Race

4. This is increasingly not the case.
The evaporation of those advantages had lead to:
- outsized use of subscription models
- an increased focus on exceptionally high LTV businesses
- creative math to justify the costs of user acquisition
What
should
growth do?
Buffy March 21, 2019Slow & Steady Wins the Race

5. Paid social advertising became a crutch to prop up businesses that
lacked real competitive advantage.
What
should
growth do?
Buffy March 21, 2019Slow & Steady Wins the Race

6. The role of growth at
Buffy
Buffy March 21, 2019Slow & Steady Wins the Race

7. Buffy has used growth marketing to expand by building on our
advantages rather than being responsible for creating them.
We started with:
- an exceptional product
- lifelong manufacturing relationships
- supply chain advantages
Our
approach
Buffy March 21, 2019Slow & Steady Wins the Race

8. We anchor growth to real revenue vs. projected LTV.
We believe LTV expansion is a product of:
- releasing exceptional products
- providing unrivaled customer experience
- creating a real relationship between the brand & customers
Our
approach
Buffy March 21, 2019Slow & Steady Wins the Race

9. We still set extremely aggressive expectations for growth, but on
our own terms.
Growth marketing provides us with a toolkit to build upon our
advantages and amplify our impact.
Our
approach
Buffy March 21, 2019Slow & Steady Wins the Race

10. To the extent growth can create an edge for Buffy, we believe it will
happen outside of ad platforms.
Our
approach
Buffy March 21, 2019Slow & Steady Wins the Race

11. Building a growth culture
Buffy March 21, 2019Slow & Steady Wins the Race

12. As ad execution is increasingly commoditized, platform-limited, and
under threat of regulation, driving growth must happen off platform
Common language and alignment between marketing, product, and
creative is the only path to building a sustainable growth culture
Growth
culture
Buffy March 21, 2019Slow & Steady Wins the Race

13. The two largest levers for ad optimization by a business marketing
at scale are creative & web experience.
Agencies can add velocity & best practices, but much like Facebook
ad execution, growth organizations need to build internal expertise
to succeed in the long run.
Growth
culture
Buffy March 21, 2019Slow & Steady Wins the Race

14. Rather than treating growth marketing as a vehicle to sell what
we’ve built, we are moving growth strategy upstream
- What properties of a product would allow for growth spend?
- How do we create funnels & shopping experiences that
meaningfully alter performance?
- How can our brand flex to meet platform best practices, but also
create frequency across a multi-channel strategy?
Growth
culture
Buffy March 21, 2019Slow & Steady Wins the Race