Scaling Up:Growth Hacking 2016

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Where Do You Want To Be In 2016?

Profit Center RevenueTarget

Unit SalesRequired

Needs

PC #1 $XXXXXX ###### ??????PC#2 $XXXXXX ###### ??????PC#3 $XXXXXX ###### ??????PC#4 $XXXXXX ###### ??????PC#5 $XXXXXX ###### ??????

$GOAL

Is there anything you should cut that doesn’t move you to goal?

$___________ What’s Your Income Target?$___________ What’s Your Product Price?

= # Of Sales Needed ___________ ___________ What’s Your Conversion Rate?# Sales Needed / CR =

___________ # Leads Needed___________ What’s Your Clickthrough Rate?# Leads Needed / CTR =

___________ # Clicks Needed# Clicks Needed x CPC =

$___________ Monthly Ad Spend

For Each Profit CenterDo This…

Micro To MacroBrand ElevationDeconstructed GrowthAffinity & SeasonalityDomain Strategies

Strategies For 2016O2OContinuity 2.0Leverage ContentStrategic PartnersEmbrace Trends

2012 – 2013 SL = 3M Preppers Base2014 SL = 40M Campers 13x Increase2015 NC = 141M Outdoor Sports 47x Increase

Evolve Business Models:Micro To Macro

How Big Is Your Current Market?Where Are The Growth Opportunities?How Can You Expand To Increase Market Size?What Is Your Broad Market Offer?

Evolve Business Models:Micro To Macro

Build Your Brand, Not YourselfSpokesperson Model: Use Celebrities + Elevate Your Team

Evolve Business Models:Guru To Brand

Evolve Business Models:Guru To Brand

Evolve Business Models:Generic To Brand

How Can You Move From Guru/Generic Centric Products To Branded Products?How Can You Expand Your Positioning To Increase Available Market Size?What Is Your Broad Market Offer?

Evolve Business Models:Brand Elevation

2012 – 2013 2014 2015 2016 2017SurvivalLife Add Affinity Sites Native Commerce Wholesale Distributors International Brands

Evolve Business Models:Deconstructed Growth

1 Site Multiple Sites Unified Model Vertical Integration IP Integration 1 Market Multiple Markets Holding Company Leveraged Distribution Leveraged Licensing

Evolve Business Models:Deconstructed Growth

Deconstructed Growth:Layering For Multiple Exits

1 Exit

4 Exits

100+ Exits

Can Your Business Support Your Ultimate Growth & Revenue Goals?Are There Opportunities To Segment For Exit Or Cash Cow Hold?Can You Segment Off Trend Based Businesses To Exit & Retain Long Term Businesses?Can You Divide Based On Function? Ex. Ops > Supply > IP

Evolve Business Models:Deconstructed Growth

Sell Your Customers Other Things They Already BuyMake Seasonal OfferingsSend Existing Customers To Your New Media Properties

Evolve Business Models:Affinity + Seasonality

Affinity Traffic Growth

Affinity Traffic Growth

Affinity Traffic Growth

Affinity Traffic Growth

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: SimilarWeb.com

Affinity Traffic: TowerData.com

What sites do your customers visit before and after they visit your site? (SimilarWeb.com)How can you send traffic from your site to support your other sites?What are your visitors’/customers’ demographics? (TowerData.com)What niches should you expand into next?

Evolve Business Models:Affinity Traffic Growth

Evolve Business Models:EMD > PMD > BDN

Diapers.comWebHosting.comCloudComputing.comRentalCar.comHistory.com

Loans.comBoneLoss.comOfficeSupplies.comPlumber.comClothes.com

Evolve Business Models:EMD > PMD > BDN

EMDs & PMDs rank 11%> than branded domainsBDNs need 35k> links to rank Page 1BDNs need 69%> DA + 22%> PA to rank page 1EMDs reach number 1 with half the contentBeep vs CarLoans = 67%> in sales + 35%< in PPC Ad cost

Sources: Canirank.com/blog/keyword-domains

Evolve Business Models:BassProShops.com

Hunting.com Ducks.com

Tackle.comArchery.com

Evolve Business Models:EMD > PMD > BDN

4x CTR + Lower CPC: EMD v. BDNhttp://www rootorange com How Generic Domain Names Impact a SEM Campaign

Evolve Business Models:Citi.com

StudentLoan.com

Mortgage.comFinance.com

Evolve Business Models:1800Contacts.com

ContactLenses.com

EyeCare.comContacts.com

Glasses.com

Evolve Business Models:EMD > PMD > BDN

EMD “ElectricBicycles” =45% Higher CTR than PMD “YourBikes” 105% Higher CTR than BDN “InAHurry”

Source: http://www memorabledomains co uk/ppc-generic-domains html

Evolve Business Models:EMD > PMD > BDN

For services offered across multiple markets BDNs are bestFor highly focused markets EMD or PMD is bestFaster SEO boosts EMD or PMD is bestHighly focused market + SEO boost use EMDExtensive PPC in focused markets use EMD to increase CTR and lower Ad Spend

Evolve Business Models:EMD > PMD > BDN

What’s Your Current Domain Strategy?Have You Analyzed Traffic & Keywords To Determine If You Could Get A Boost In Traffic With EMDs? Could You Aggregate EMDs Under A Unifying BDN To Maximize Enterprise Value?We Built $3MM - $5MM In Value Doing This

Evolve Business Models:EMD > PMD > BDN

93% Of Retail Is In Physical Stores * Only 7% Of Retail Sales Occur Online

Evolve Business Models:Online To Offline

2012 - 2013 Offer Driven Model (Broken)2014 - 2015 Certified Partner Beta / Certifications2016+ CPs As Physical Delivery Mechanism

General Assembly / Edu Model

Evolve Business Models:Online To Offline: Digital

2013 Physical Product Tripwires2014 - 2015 Associations2016+ St. Helena Store / HKT Kiosks

SL Franchises / Local Associations

Evolve Business Models:Online To Offline: Physical

What offline play(s) can you make with your existing business?Who has an offline business that most closely resembles your online business?What additional offers or changes can you make to create offline workable?

Evolve Business Models:O2O

Continuity 2.0:Preventing Churn

How Can You Change Your Continuity Program To Reduce Voluntary Churn? Involuntary Churn: When the relationship ends but neither party wants it toWe will talk about this in a minute

Leverage Content:In-House Content

NativeCommerce StudiosDigitalMarketer StudiosFlorida Curated Content TeamPhilippines Design Team

Leverage Content:Scripted.com & Contently.com

33% Increase In KW Rankings * 72% Increase In Web Traffic * 200% Increase in Lead Magnet DLs

Source: Sripted com & Contently com Case Studies

Leverage Content:Books, Periodicals + Comics

Leverage Content:Branded Columns

Leverage Content:News + Audio/Video + PD

Create a content calendar and determine who will create your original content (in-house vs. outsourced)What contant can you license that will elevate your brand?What public domain and curatable content can you curate?

Leverage Content:Action Plan

Which Strategic Partners Will You Pursue?Who Has Manufacturing, Sales, Marketing, Distribution & Customers You Want?What Celebs Can You Partner With?What’s The Fit?

Evolve Business Models:Strategic Partnerships

2016 Trends +Action Plan

How Will You Address The Uptick In Involuntary Churn?

40% of subs will fail when rebilled this year due to EMV chips and reissuance. Overcome using 7 point updater + recycle strategy

Source: PaulLarsenConsulting com

Embrace Market Trends:EMV Migration

1.5B Cards Replaced 2015-16Gross Approvals Down 17%Invalid Acct Declines DoubledUp To 39% Non-Reloadable

Source: Vantiv

Target The Ever-Growing Hispanic-American Market

June 2015 July 2014

More

Embrace Market Trends:Hispanic-Americans

There are 55.4M Hispanic-Americans In The US Today (17% Of US Population)By 2060 There Will Be 128.8 Million (31% Of US Population)Get Familiar With “Acculturation”

Source: PewHispanic org

Target Spanish Browsers

S N il G l Ad d C St d

Use TransposhPlugin For Wordpress47% Increase In Traffic

S i k t /2015/02/23/h i i d h t ffi b 47 f t l ti bl i t 82 l

THANK YOU!