The document discusses three questions to challenge a company's 2020 growth strategy. Question 1 addresses whether the company is optimizing key performance indicators (KPIs) like customer lifetime value (CLV) and customer acquisition cost (CAC). Question 2 examines if the marketing team structure enables growth through specializations like performance, brand, and retention marketing. Question 3 considers how to keep the growth engine constantly running through diversifying channels, referrals, reactivations, and subscription boxes. The document aims to prompt companies to evaluate these areas of their growth strategy for the new year.

1. 40 W 25th St, New York, NY | 10010 | www.hellofresh.com
3 Questions That Will
Challenge Your
Growth Strategy for 2020
12/07/2019

2. Agenda
o Question 1: Are you optimizing toward the right KPIs?
o Question 2: Is your team setup enabling growth?
o Question 3: How do you keep your growth engine always on?

3. About me
● Joined HelloFresh in 2014 in London
● Was the second full time marketing
person in the UK office
● Moved to HelloFresh US HQ in 2016
● Launched EveryPlate under the
HelloFresh umbrella in 2018
● Running Growth and Marketing for
the hyper growth brand ever since

4. IS GROWTH PART OF MARKETING?
IS MARKETING PART OF GROWTH?
VS

6. Q1: Are you optimizing
toward the right KPIs?

7. Today’s growth dilemma
Growth Profit

8. Today’s growth dilemma
Growth Profit

9. Today’s growth dilemma
Growth Profit

10. COHORT ROI
HOW MUCH MONEY WE EARN FROM THE CUSTOMERS WE ACQUIRE

11. COHORT ROI
HOW MUCH MONEY WE EARN FROM THE CUSTOMERS WE ACQUIRE
# of new
customers per
cohort
Average
Customer
Profitability

12. COHORT ROI
HOW MUCH MONEY WE EARN FROM THE CUSTOMERS WE ACQUIRE
# of new
customers per
cohort
Customer
Lifetime
Value
(CLV)
Customer
Acquisiti
on Cost
(CAC)

13. COHORT ROI
HOW MUCH MONEY WE EARN FROM THE CUSTOMERS WE ACQUIRE
# of new
customers per
cohort
Avg.
retention
Margin
Avg order
value
Total
spend
# New
customers
Discount

14. WHICH SCENARIO IS BETTER?

15. SCENARIO 1 1,000
(10 X 20% X $80)
$160
$100,000
$110
1,000
+ 10
WHICH SCENARIO IS BETTER?
Low discount
Conversions CLV CAC

16. SCENARIO 2
SCENARIO 1 1,000
5,000
(10 X 20% X $80)
$160
$100,000
$110
1,000
+ 10
(5 X 20% X $60)
$60
$100,000
$50
5,000
+ 30
WHICH SCENARIO IS BETTER?
Low discount
High discount
Conversions CLV CAC

17. SCENARIO 2
SCENARIO 1 1,000
5,000
(10 X 20% X $80)
$160
$100,000
$110
1,000
+ 10
$50,000
(5 X 20% X $60)
$60
$100,000
$50
5,000
+ 30
WHICH SCENARIO IS BETTER?
Low discount
High discount
Conversions CLV CAC

18. SCENARIO 2
SCENARIO 1 1,000
5,000
(10 X 20% X $80)
$160
$100,000
$110
1,000
+ 10
$50,000
(5 X 20% X $60)
$60
$100,000
$50
5,000
+ 30
$50,000
WHICH SCENARIO IS BETTER?
Low discount
High discount
Conversions CLV CAC

20. Q2: Is your team setup
enabling growth?

22. According to Welch, "it is really clear that CMOs need to drive real
growth if they are to thrive in their jobs. From my vantage point, it has
become the single biggest factor at CEO’s want from them.”
Source: Forbes (2019)

23. Source: Growth Tribe (2019)
DEPTH
WIDTH
T-Shaped Marketer 2019

24. High growth org chart
Marketing
Org 2020
Performance
marketing
CRO
Virality
Brand
marketing
Lifecycle
marketing
Retention
Data science
# of new
customers per
cohort
Avg.
retention
Margin
Avg order
value
Total
spend
# New
customers
Discount

25. Q3: How do you keep your
growth engine always on?

26. Ecommerce companies are looking for channel diversification
Source: CommerceNext (2019)

27. Activations
Referrals
Reactivations
Having an “always on” growth engine

28. Going beyond regular channels…

31. Reasons trying a subscription box
Source: McKinsey (2018)

34. So… how will you answer these questions in 2020?
o Question 1: Are you optimizing toward the right KPIs?
o Question 2: Is your team setup enabling growth?
o Question 3: How do you keep your growth engine always on?

35. Thank you!
Contact: dovas@hellofresh.com