How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks. How to grow through having a great product, focussing on your customers and using marketing to amplify what you stand for

1. @nilanp
NPS driven growth
OR
How to grow without spending a
TON on marketing
Nilan Peiris
VP Growth TransferWise

2. @nilanp

3. Startups
@nilanp

4. Startups Tequila
@nilanp

7. Back to traction
@nilanp

8. Revenue

9. Revenue

10. Revenue

11. Death Zone

12. Revenue

13. How do I get
out of the
death zone ?

14. A typical founder
conversation

15. Anonymised using
characters from the
Wire

16. x

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

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

19. Introducing the Man
@nilanp

20. GROWTH

21. GROWTH
Come back when you
have traction…

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

23. GROWTH
Marketing

24. GROWTHWord.
Marketing is what we
need… but marketings
expensive. You know
what we need ?

25. GROWTH
Money… lets go see
the Man.

26. GROWTH

27. Is there
another way ?

28. NPS driven growth
@nilanp

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

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

36. If promoters >
detractors you WILL
grow

37. N.B. This is fucking
hard.

38. It works !
(But barely)

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

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

41. 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 fucking
incredible

42. Every app
on your
phone has
an insanely
high NPS

43. What drives
recommendation ?

44. Nobody yet has
systemised - how to
scale a business
through focussing on
product

45. Rational Emotional

46. Rational Emotional
• Product • Brand

47. Rational Emotional
• Product
• Speed
• Price
• Convenience
• Brand

48. Rational Emotional
• Product
• Speed
• Price
• Convenience
• Brand
• Being part of
a movement

49. So how does
that help me
get out of the
death zone ?

50. Focussing on
product, and
delighting your
customers will enable
you to grow

51. 3 Practical tips for
early stage startups

52. 1 Get your product to
work

53. Practical advice
Focus on single
users
credit: Klinger.io

54. 2 Find your scaling
metric

55. Startups are
prioritisation
problems…

57. People can only do
one thing at a time

58. Supply was the
biggest growth lever
at HouseTrip

59. Facebook’s
news feed
optimises
for
engagement

60. 3 Add marketing

62. Focus
=

65. How does this scale ?

66. We work in autonomous
independent teams focused
on KPIs that make our
customers happy and
drive our growth

67. At TransferWise we
have teams behind
every KPI growth
lever

68. Currencies Operations Verification
Conversion Experience Virality
Marketing

69. At TransferWise
every team works on
Product

70. At TransferWise
every Wiser knows
how they can impact
growth

71. Each team is a learning
organisation, trying to
understand what matters to
a customer, how to change
behaviour and drive growth

72. 60

73. 430

74. Summary
1. Focus on NPS and you will grow
2. Find your single metric, talk to
customers and focus
3. Add marketing when ready

75. @nilanp