The Mission Driven Startup - how building a culture around your cause can help build a product that grows itself #Startup, #Technology #Growth #FinTech

1. @nilanp
THE MISSION DRIVEN
STARTUP

2. @nilanp
HOW BUILDING YOUR CULTURE
AROUND A CAUSE
CAN CREATE A PRODUCT
WHICH GROWS ITSELF

3. @nilanp
+ A FEW GROWTH HACKS

4. FIRST INTRODUCTIONS

5. @nilanp
INTROS

6. WTF IS ONE
ANYWAY ?

7. A MISSION DRIVEN STARTUP IS A
CATALYST FOR CHANGING THE
WORLD

8. TRANSFERWISE WAS STARTED
TO SOLVE A PROBLEM
@nilanp@nilanp

9. IN OUR CASE A PERSONAL PAIN POINT
HELPED TO SEE AN EPIDEMIC DYSFUNCTION IN
THE ENTIRE INDUSTRY, WHICH LACKED ANY
NATURAL FORCE OF IMPROVEMENT OR MOVE
TOWARDS RESOLUTION.
— KRISTO KÄÄRMANN & TAAVET HINRIKUS@nilanp@nilanp

10. @nilanp
A BANK COULD HAVE STARTED
TRANSFERWISE AT ANY POINT IN THE
LAST 100 YEARS
@nilanp

11. GROWTH

12. @nilanp
£0.5 MILLION ➤ £0.5 BILLION

13. @nilanp
60 TRANSFERWISERS ➤ 600
TRANSFERWISERS

14. @nilanp
EVANGELISM IS THE BIGGEST
DRIVER OF GROWTH

15. WE BELIEVE WE CAN CREATE
EVANGELICAL CUSTOMERS

16. SO WHY DO PEOPLE RECOMMEND
OUR PRODUCT ?

17. RATIONALRATIONAL EMOTIONAL

18. RATIONALPRODUCT BRAND

19. RATIONAL
SPEED
CONVENIENCE
PRICE
COVERAGE
BRAND

21. TO ACHIEVE ADVOCACY YOUR PRODUCT
NEEDS TO BE AN ORDER OF MAGNITUDE
BETTER THAN THE ALTERNATIVE

22. BUT DON’T DO THIS AS “GROWTH
HACK” DO IT BECAUSE THE WORLD
DESERVES IT

23. RATIONAL
SPEED
CONVENIENCE
PRICE
COVERAGE
BRAND

24. @nilanp
PEOPLE DO NOT TALK ABOUT MONEY
TRANSFER IN THE PUB
@nilanp

25. @nilanp
GIVE YOUR CUSTOMERS STORIES
TO TELL
@nilanp

28. @nilanp
INSPIRE PEOPLE WITH YOUR CAUSE AND YOU WILL
CREATE A MOVEMENT BIGGER
THAN YOUR STARTUP
@nilanp

31. You can’t copy
that !

32. CULTURE

33. WE WORK IN AUTONOMOUS
INDEPENDENT TEAMS THAT
FOCUS ON KPIS THAT MAKE A
DIFFERENCE TO OUR
CUSTOMERS AND DRIVE OUR
GROWTH
@nilanp@nilanp

34. @nilanp
THE CURRENCIES TEAM WORKS ON
LAUNCHING NEW CURRENCIES
@nilanp

35. @nilanp
IT IS AUTONOMOUS & INDEPENDENT
@nilanp

36. Currencies Operations Verification Conversion Experience Virality Marketing
@nilanp

38. @nilanp

39. METRICS - NPS

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

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

47. If promoters >
detractors you WILL
grow

48. N.B. This is fucking
hard.

49. It works !
(But barely)

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

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

52. 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

53. This usually involves
creating something
THAT DOES NOT
EXIST

54. TRADE OFFS

55. TRADE OFFS
- Consistency
- Efficiency
- Singularity of vision
- Swiftness of collective
decision making
- Ownership
- Speed
- Agility

56. ONWARDS
@nilanp

57. 3 GROWTH HACKS FOR EARLY STAGE
STARTUPS

58. @nilanp
1. FIND YOUR PRODUCT LEVER

59. Supply was the
biggest growth lever
at HouseTrip

60. Facebook’s
news feed
optimises
for
engagement

61. @nilanp
2. BUILD ACQUISITION INTO YOUR
PRODUCT

65. @nilanp
3. USE MARKETING TO AMPLIFY YOUR
PRODUCT

66. Focus
=

67. @nilanp
TITLE TEXT

68. @nilanp
1. FIND YOUR SCALING LEVERS
2. BUILD ACQUISITION INTO
YOUR PRODUCT
3. ADD MARKETING

69. ONWARDS
@nilanp