Growth hackers Conference Los Angeles USA

@nilanp
Mission Driven
Marketing.

@nilanp
What I’ve
learned
building a
unicorn with
Word of
Mouth.

@nilanp
What I’ve learned ….
1. About getting to traction
2. About marketing
3. About Word of Mouth

How do I get
out of the
death zone ?

A typical founder
conversation

Anonymised using
characters from
The Wire

GROWTH
Dude - we’re running
outta cash in 6 months

GROWTH
Lets go see the Man -
he can give us funding

Come back
when you have
traction…

GROWTH
We need to get
traction, we need to
find customers, you
know what we need ?

GROWTH
Word.
Marketing is what we
need… but marketings
expensive. You know
what we need ?

GROWTH
Money… lets go see
the Man.

THE INFINITELY
SCALABLE
MARKETING CHANNEL
DOESN’T EXIST
Revenue
Marketing $$$$

What is the problem
marketing is solving ?

@nilanp
Lets not building marketing teams
that are focussed on spending
money…

@nilanp
… lets instead build marketing teams
that are better at solving problems

1. Marketing channels are saturated
2. Category defining startups have no
latent demand
3. Alignment between marketing and
product is all important
@nilanp

Marketing channels are saturated.
No margin, No clicks

Category defining startups have no
latent demand
If you are building a category defining
product
No one has been trained to Google you

@nilanp
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters

@nilanp
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Total
Promoters - Detractors
= NPS

@nilanp
NPS IS the north star
KPI for growth

@nilanp
If promoters >
detractors you WILL
grow

It works !
(But barely)
It works with
no significant
issues !

It works !
(But barely)
It works with
no significant
issues !
It works. Wow
that was slick

It works !
(But barely)
It works with
no significant
issues !
It works. Wow
that was slick
You’ve just blown
my socks off that
was incredible

Every app
on your
phone has
an insanely
high NPS

Systemising Word of Mouth at
TransferWise

TransferWise was started
to solve a problem
@nilanp@nilanp

@nilanp
$100,000 ➤ $1,000,000,000

@nilanp
60 ➤ 700 TransferWisers

@nilanp
Word of Mouth is the biggest
driver of growth

Why do people recommend our
product ?
@nilanp

RATIONal
Speed
Price
Convenience
Cause

To achieve advocacy your product
needs to be an order of magnitude
better than the alternative

HINT: But don’t do this as “growth
hack”

Money without borders.
Instant, convenient, transparent
and eventually free
We’re powering money for people and businesses:
to pay, to get paid, to spend, in any currency,
wherever you are, whatever you’re doing

So…
10x product
+ Cause driven marketing
= Explosive Word of Mouth growth
@nilanp

So how you do build a 10x product ?
@nilanp

Money moves just fine
around the world today

Its just slow, expensive
and hard to use

We’re building an alternate
network that’s faster,
cheaper, easier to use

If we were just a
pretty UX no-one
would use us

So how you do build a 10x product ?
Solve really hard problems that
haven’t been solved before
@nilanp

Putting this all together - scaling the
teams…

Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp

Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Currencies OperationsVerificationConversion Experience ViralityMarketing
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness

So…
10x product
+ Cause driven marketing
+ Highly empowered teams
= Explosive Word of Mouth growth
@nilanp

Growth hackers Conference Los Angeles USA

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Growth hackers Conference Los Angeles USA

Similar to Growth hackers Conference Los Angeles USA (16)

Recently uploaded

Recently uploaded (20)

Growth hackers Conference Los Angeles USA