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@nilanp
THE MISSION DRIVEN
STARTUP
@nilanp
HOW BUILDING YOUR CULTURE
@nilanp
AROUND YOUR CAUSE
@nilanp
CREATES A PRODUCT
@nilanp
THAT GROW ITSELF
FIRST INTRODUCTIONS
@nilanp
INTROS
@nilanp
WHAT IS A
MISSION DRIVEN
STARTUP ?
WHAT IS A MISSION DRIVEN STARTUP ?
MISSION DRIVEN GROWTH
MISSION DRIVEN VALUES
MISSION DRIVEN CULTURE
MISSION DRIVEN METRICS
MISSION DRIVEN OUTCOMES
DEFINITION
ALL STARTUPS START BY SOLVING A
PROBLEM
TRANSFERWISE WAS STARTED
TO SOLVE A PROBLEM
@nilanp@nilanp
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
@nilanp
PROVE IT
@nilanp
“We will ask the FCA to
ensure that nobody uses
misleading terms such as
‘free’ and ‘0%
commission’ when fees
are hidden in the rates
being charged”
@nilanp
PROJECT
ROBIN HOOD
@nilanp
@nilanp
WHY DO WE NEED TO GO TO SUCH
EXTREMES ?
@nilanp
A BANK COULD HAVE STARTED
TRANSFERWISE AT ANY POINT IN THE
LAST 100 YEARS
@nilanp
@nilanp
BUILDING TRUST IN AN INDUSTRY
THAT HAS SYSTEMICALLY ERODED IT
REQUIRES EXTREMES
@nilanp
@nilanp
@nilanp
MISSION DRIVEN GROWTH
@nilanp
EVANGELISM IS THE BIGGEST
DRIVER OF GROWTH
WE BELIEVE WE CAN CREATE
EVANGELICAL CUSTOMERS
SO WHY DO PEOPLE RECOMMEND
OUR PRODUCT ?
RATIONALRATIONAL EMOTIONAL
RATIONALPRODUCT BRAND
RATIONAL
SPEED
CONVENIENCE
PRICE
COVERAGE
BRAND
TO ACHIEVE ADVOCACY YOUR PRODUCT
NEEDS TO BE AN ORDER OF MAGNITUDE
BETTER THAN THE ALTERNATIVE
BUT DON’T DO THIS AS “GROWTH
HACK” DO IT BECAUSE THE WORLD
DESERVES IT
RATIONAL
SPEED
CONVENIENCE
PRICE
COVERAGE
BRAND
@nilanp
PEOPLE DO NOT TALK ABOUT MONEY
TRANSFER IN THE PUB
@nilanp
@nilanp
GIVE YOUR CUSTOMERS STORIES
TO TELL
@nilanp
@nilanp
INSPIRE PEOPLE WITH YOUR CAUSE AND YOU WILL
CREATE A MOVEMENT BIGGER
THAN YOUR STARTUP
@nilanp
You can’t copy
that !
MISSION DRIVEN CULTURE
@nilanp
OBJECTIVE : INSPIRE PEOPLE WITH THE
MISSION
@nilanp
WE WORK IN AUTONOMOUS
INDEPENDENT TEAMS THAT
FOCUS ON KPIS THAT MAKE A
DIFFERENCE TO OUR
CUSTOMERS AND DRIVE OUR
GROWTH
@nilanp@nilanp
@nilanp
THE CURRENCIES TEAM WORKS ON
LAUNCHING NEW CURRENCIES
@nilanp
@nilanp
IT IS AUTONOMOUS & INDEPENDENT
@nilanp
Currencies Operations Verification Conversion Experience Virality Marketing
@nilanp
MISSION DRIVEN VALUES :
CUSTOMERS > TEAM > EGO
@nilanp
@nilanp
WEAK PRODUCT OWNERSHIP
@nilanp
EVERY PART OF THE PRODUCT IS
OWNED
@nilanp
ANY TEAM CAN CHANGE ANY PART OF
THE PRODUCT
@nilanp@nilanp
MARKETING
PRODUCT
@nilanp@nilanp
WHAT HAPPENS WHEN YOU HAVE
DISAGREEMENTS ?
@nilanp
ACCOUNT PAGE PIC
@nilanp
ACCOUNT PAGE PIC
TITLE TEXT
@nilanp
FOCUS ON CUSTOMERS
MISSION DRIVEN METRICS
@nilanp
#HAPPYCUSTOMERS
@nilanp
#UNHAPPYCUSTOMERS
MISSION DRIVEN METRICS - NPS
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Total
Promoters - Detractors
= NPS
If promoters >
detractors you WILL
grow
N.B. This is fucking
hard.
It works !
(But barely)
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 fucking
incredible
MISSION DRIVEN OUTCOMES
ONWARDS
@nilanp

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