The document discusses experiments Employment Hero conducted to more efficiently distribute and scale their product. It describes four experiments: 1) a free jobs board that drove people to the platform but failed to convert users; 2) partnering with corporations which acquired customers but faced delays in monetization until shifting to a paid model; 3) partnering with ANZ bank which was very effective through ANZ's distribution channels; and 4) current ecosystem partnerships combining lessons from prior experiments. The key takeaways are to ensure the core product has an efficient go-to-market model and to continuously experiment with new distribution strategies.

1. HOW TO BE MORE
CAPITAL EFFICIENT
WHEN DISTRIBUTING &
SCALING YOUR PRODUCT.
BEN THOMPSON
CEO & CO-FOUNDER

2. To make employment
easier and more
rewarding, for
everyone.

3. EMPLOYMENT HERO
THE WHO, WHAT & HOW.

4. THE
FUNDAMENTALS.
CAC
CHURNGROWTH
get this right first

5. JOB BOARD.
We started a free jobs board
CORPORATE SUPER.
Super Intra-fund Advice
INSTITUTIONAL PARTNERSHIPS.
Partnering with institutions
ECOSYSTEM PARTNERSHIPS.
Partnering with those that fit into our customer lifecycle
WHAT NEXT?
EXPERIMENT.

6. EXPERIMENT 1:
THE FREE JOBS
BOARD
1/10
01 CUSTOMER ACQUISTION FOCUSED
02 1000S OF PEOPLE TO THE PLATFORM
03 FAILED TO CONVERT PEOPLE
KEY LEARNINGS:
We knew we could drive people to the
platform but they weren't converting.
Some things work. Some things don't.
There's no harm in saying 'we failed'.

7. EXPERIMENT 2:
CORPORATE
SUPER
6/10
01 ACQUIRED LOTS OF CUSTOMERS
02 DELAYS IN MONETISATION
03 PIVOTED THEM INTO A PAID MODEL
THAT TURNED OUT TO BE EFFICIENT
KEY LEARNINGS:
Lots of friction with back office and legacy
business. We acquired customers but not
paid revenue. Managed to pivot them into
a paid model.

8. EXPERIMENT 3:
INSTITUTIONAL
PARTNERSHIPS
8.5/10
01 WE WORKED WITH ANZ
02 PAID TO WORK WITH THEM
03 VERY EFFECTIVE - 1000S OF NEW
BUSINESSES
KEY LEARNINGS:
Even though we helped them go to market,
don't presume that a strategic partner is good
at go to market. They may not know their
customers and distribution channels.

9. EXPERIMENT 4:
ECOSYSTEM
PARTNERSHIPS
?/10
01 JUST KICKING OFF
02 COMBINING LEARNINGS FROM THE
PREVIOUS THREE EXPERIMENTS
03 WE'RE FEELING POSITIVE

10. MAKE SURE YOUR
CORE PRODUCT HAS
AN EFFICIENT GO TO
MARKET MODEL.
IF NOT, YOU'RE KIDDING YOURSELF.
keytakeaway1.

11. ALWAYS EXPERIMENT
WITH NEW WAYS TO
GO TO MARKET.
THEY WON'T ALWAYS WORK, BUT IF YOU
CAN CRACK ONE OF THEM...
keytakeaway2.

12. Thank you.
@bnthompson
/bthompsonemploymentinnovations
HOW TO BE MORE CAPITAL
EFFICIENT WHEN DISTRIBUTING
& SCALING YOUR PRODUCT.