The document outlines 20 lessons for gaining traction from a book on the topic. Some of the key lessons include: using the bullseye framework to identify the most effective traction channel to focus on; adhering to the 50/50 rule of balancing product development and traction efforts; setting measurable milestones to track traction success; using viral marketing techniques like optimizing the viral coefficient and shortening the viral cycle time; and employing various marketing strategies like unconventional PR, strategic business development deals, advertising on existing platforms, and search engine optimization.

1. TRACTION
Lessons

2. LESSON #1 – USETHE BULLSEYE
FRAMEWORK
 There are 19 traction channels
 You only need to nail down one to create effective traction.
 Spend the time to identify the correct traction channel using the bullseye
framework.
 Testing channels is the only way to find out what works and what doesn’t work.

3. LESSON #2- ADHERETOTHE 50/50 RULE
 Working on product development and pursue traction in parallel is imperative to
success.
 The 50/50 rule allows you to use knowledge from your traction efforts and use it
with knowledge gained from product development.
 In Chapter 3 of the book, a perfect example was given with Marketo. In this
instance they beta tested an idea instead of a product, and integrated feedback
from a blog post with their product development process.

4. LESSON #3 – ESTABLISH TRACTION GOALS
 Set measurable milestones to measure your traction success.
 Create a critical path as your benchmark.

5. LESSON #4 –VIRAL COEFFICIENT
 K = i * conversion percentage
 This formula can help quantify growth using viral marketing.
 I think it is important to have mathematical methods to convince the people
within the business and outside investors that your decisions are backed up by
solid evidence.
 This equation also allows you to focus on the weakest part of the equation.

6. LESSON #5 – SHORTENVIRAL CYCLETIME
 Viral loop is when an invite is sent out and prospective customer is converted into
a user.
 Viral cycle is how long this process takes.
 Shortened viral cycle = better rate at which you go viral
 Keep viral loop components simple for shorter viral cycle.

7. LESSON #6 – UNCONVENTIONAL PR
Unconventional PR can have extraordinary return on investment.
Publicity stunts can have a dramatic effect on gaining your company or product
national exposure.
Customer appreciation is an easy way to gain traction through gifts, giveaways etc.

8. LESSON #7 CREATE GOOD BD DEALS
 Strategic thinking is required to create traction with business development.
 Identify key things your business needs and make sure to align those with
business development partnerships.
 These deals should help hit key metrics that you have established prior to the
deal.

9. LESSON #8 – CREATE A BD PIPELINE
 Having multiple deals in the pipeline will give you the flexibility to choose a
partner that will work in your best interest.
 Focus on the attributes of your partner rather than their name. Some partners
might have a big name that is widely recognized in the industry, but they may not
be the right partner for you.

10. LESSON #9 – EXISTING PLATFORMS
 Find an effective way to “fill in the gaps” ex.YouTube had MySpace users
redirected to theYouTube webpage when they clicked on a embedded video.
 Employ the build-early strategy by trying to be on every new and existing
platform

11. LESSON #10 – SEM = CTR
 Start out by testing a few ads at a time
 Campaigns can start to become large and cumbersome, so know which ads are
working and focus on trimming the fat.
 Use URL tools to track which ads are converting, rather than just ones that are
getting clicked on the most
 Click through rate is what a successful SEM campaign is based on.

12. LESSON 12 – DESIGN AN EFFICIENT SALES
TUNNEL
 Generate leads Qualify leads Close leads
 Make the customers decision to buy your product an easy one by keeping them in
mind when developing your sales tunnel.

13. LESSON #13 – BUILD AN AUDIENCE
THROUGH SOCIAL ADS
 Begin social advertising by building an audience first, then focusing on
conversion.
 Businesses can strategically place their ads in the social media environment after
they have created some brand equity.
 This allows them to get there product in front of a potential customer without
coming off as intrusive.

14. LESSON #14 – USE ENGINEERING AS
MARKETING
 Engineering allows you to build tools that your customers can use and make their
lives easier.Therefore increasing brand trust.
 Simple, easy to use tools often benefit the customer and business more than
elaborate tools.

15. LESSON #15 – SEO
 Fat-head & long-tail are the two important terms to know and use
 Fat-head meaning to rank search terms that directly describe your company
 Long-tail involving more specific terms and lower amounts of searches

16. LESSON #16 – DON’T WASTETIME ON
TERMSTHAT DON’TYIELDTRACTION!
 There is no easy way to get to the top with SEO, but you think of it as a marketing
investment
 Cheap terms or common terms usually don’t convert to paying customers

17. LESSON #17 – USE AFFILIATE PROGRAM
STRATEGIES WISELY
 This channel for traction requires you to pay out of pocket for a lead or sale.
 You can only use this if your cash flow is adequate.

18. LESSON #18 –TRADE SHOWS CANWORK
 There are a large amount of trade shows in almost every industry.
 Choose one that you have attended before and think would give you the best
exposure.

19. LESSON #19 – HAVE COMPELLING
SPEAKING ENGAGEMENTS
1. Gain attention of event organizers
2. Build your speaking reputation
3. Leverage your talks
4. Gain experience

20. LESSON #20- BUILD A COMMUNITY
 Build an initial audience
 Establish your mission
 Foster cross-connections
 Communicate with your audience