My talk at Growth Hacking Day Milan - May 2018 Covering what we learned while growing TransferWise through... 1. WOM 2. Mission Driven Marketing 3. Products that solve customer problems and drive organic growth

1. Scaling Organic
Growth.
@Pechnet28 | May | 2018

2. @Pechnet
Link to slides >>
pechnet.com/GHDayIT

3. What we learned while growing
TransferWise through...
1. WOM
2. Mission Driven Marketing
3. Building products that solve customer
problems and drive organic growth

4. Launched in 2011.

5. Over 3M customers.

6. £2 Billion per month.
→ Saving our
customers £2 million
every day!

7. +100% year-on-year growth.
Cash generating
since Q1 2017

8. 1000+ wisers in 9 offices
50+ Nationalities.

9. Word of mouth is the
biggest driver of growth.

10. Globally

12. Globally

13. “Money without borders: instant,
convenient, & 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”

14. We aim to be 10x
cheaper than the
banks 0.7%
2.5%+
4%
5%

15. We move money at
speeds previously
thought impossible.

16. We make it easy and
convenient for our
customers.

18. Would you recommend us to your friends?

19. N.B. This is hard.
Slow and takes
hard work.
If promoters >
detractors you
WILL grow.
It doesn’t scale infinitely.

20. Do people recommend your product?

21. What we learned while growing 10x
product through...
1. WOM
2. Mission Driven Marketing and scaling
teams
3. Building products that solve customer
problems and drive organic growth

22. .
Definition on books
Growth Hacking:
● Rapid Experimentation
across the entire
customer journey
● Scrutinize everything
by its impact on driving
sustainable customer &
revenue growth
Real world

23. No $$1 person
You are not alone, most startups have….

24. Some little hacks….driven by scarcity

25. Stunts to create buzz...

26. More noise….

27. Too much attention….

28. Tricks, hacks, shortcuts don’t scale
Example of a piece of content that doesn’t
drive sustainable growth

29. Invest $$ in 1-2 channels to see what sticks….

33. Mission Marketing Driven -> The Exchange Rate Race

34. Marketing your mission can sustainably
amplify word of mouth.

35. It took us some
$$ to figure out
you don’t need
lots of $$.
We grow as fast as
we can hire
people who figure
out how to solve
problems

36. We work in autonomous &
independent teams that
focus on KPIs that make a
difference to our
customers and drive our
growth.

39. Full stack organic growth team
SEO Specialists Full Stack Devs Frontend Devs Designers Copywriters
Editors
Translators
Publishers
Product/Analysts

40. T
Breath of knowledge
Depth of
Expertise
To T or not to ?

41. What we learned while growing 10x
product through...
1. WOM
2. Mission Driven Marketing and scaling
teams
3. Building products that solve customer
problems and drive organic growth

42. Organic growth beyond WOM

43. Organic growth team mission
Customer Problem
? Search Answer to
search
intentes

44. SEOWise project: Research and cluster queries

45. Meet “Lienzo” and build a new landing page in 1 minute

46. You don’t need an actual product to validate a
search intent
Price comparison v0.1 (Lienzo)

47. Publishing content & landing pages
Copywriters
Editors
Translators
Publishers
Keyword Data
Article
Landing Page

48. Scaling linearly by publishing via CMS
Time

49. Can be faster?

50. Scale search intents via products
Engineer
Keyword Data
Product landing
page

51. Scaling pages with modularised services
Frontend Widgets Homepage
Landing Pages
Price Comparison
Comparison
Service
Data
Collection
Service
Invite a friend

52. We created this open source library
Scaling global launches and localisation
Add open source library to
your application
Configure your mapping Translate & go live!

53. Scaling by building products with engineers
Time

54. N.B. Organic
search takes
time & hard
work.
Combining search
intents with
audiences can be
really powerful.

56. Modularised products can also help you
amplify grow across entire funnel

57. Start from a 10x product…
+ Mission Driven Marketing
+ Empowered full-stack teams
+ Build products that solve customer
problems

58. No capital No party?
Maybe, but you can change that.

59. Build a global
business from
day 1, not
necessarily
scaling from
the Italian
market
Create the
right
environment
to attract,
retain &
excite global
talent
Empower
people to
take brave
risks, trust
them &
recognise
their skills

60. @Pechnet
Link to slides >>
pechnet.com/GHDayIT
Contact me >>
fabrizio@transferwise.com
Money without borders
TransferWise.com/borderless
Join us >>
TransferWise.com/jobs
Thank you