GROWTH MINDSET

A MENTAL FRAMEWORK FOR STARTUP GROWTH.

Nop

adon

Gro

wth

Min

dset

01.

Distro Hacker for 500 Startups.

Growth Marketing 16+.

Growth for Huddle. Consultancy: 6 Years.

Severe Resting Bitch Face.

WHO AM I?

02.

little intro…

Nop

adon

Gro

wth

Min

dset

500 Startups In-House Distro Team World-Class Growth Hackers

Video Gamer Community & Game Reviews

SEO

Organic Site visits from4-7K visits a day to 45-50K visits a day

03.

PAST WORK.

Nop

adon

Gro

wth

Min

dset

04.

PAST WORK.10th employee

Users : 0 to 100K+ in a year

increase LTV by 550% Reduced CAC by 86%

Aha Moment

Nop

adon

Gro

wth

Min

dset

05.

PAST WORK.first employee

Revenue : 0 to £100K MRR+ in 3 years

SEO: 115th to 3rd in a year

Created inbound funnel

Nop

adon

Gro

wth

Min

dset

06.

Largest MMA Brand in Asia

Top search rankings

300% increase in Traffic and in 3 Months

CONSULTING WORK.

Nop

adon

Gro

wth

Min

dset

A TYPICAL CONVERSATION WITH YOUR VC:

I need some money so I can get users and make you money…

07.

“ “

Nop

adon

Gro

wth

Min

dset

08.

WHAT IS A GROWTH MINDSET?Who in your

organisation is responsible for

growth?

Do you have a growth team?

Nop

adon

Gro

wth

Min

dset

THE TRUTH

09.

10.

YOU’RE IN THE DANGER ZONE.1.Limited amount of money & resources.

2.must show traction or you’ll die

3.must get out of this zone to survive

4.time is against you.

Nop

adon

Gro

wth

Min

dset

THE MINDSET

11.

NUMBER OF GUESTS STAYING WITH AIRBNB

15M

10M

5M

2010 2011 2012 2013 2014 2015 0

17M

12.

Nop

adon

Gro

wth

Min

dset

13.

THERE IS NO MAGICAL MARKETING

CHANNEL

Nop

adon

Gro

wth

Min

dset

14.

WHAT IF I TOLD YOU IT WAS THIS?

Process!

Nop

adon

Gro

wth

Min

dset

HOW DOES YOUR DEV TEAM WORK?

Nop

adon

Gro

wth

Min

dset

15.

16.

LOOK AT ALL THE DATA THAT IS AVAILABLE TO US

Nop

adon

Gro

wth

Min

dset

17.

CHANNELS/TACTICS COME AND GO

Nop

adon

Gro

wth

Min

dset

18.

YOU ARE UNIQUE.

Nop

adon

Gro

wth

Min

dset

GROWTH IS NOT ONLY TOP OF FUNNEL.

19.

Nop

adon

Gro

wth

Min

dset

20

RETENTION SLIDE

80000

60000

40000

20000

user

s

time

Nop

adon

Gro

wth

Min

dset

21.

IT’S A SCIENCE

Nop

adon

Gro

wth

Min

dset

IT’S AN ART. WE ARE OBSESSED WITH SIMPLICITY.

22.

Nop

adon

Gro

wth

Min

dset

LET IT GO…

YOU WILL FAIL.

23.

Nop

adon

Gro

wth

Min

dset

RESIST THE SHINY OBJECT!

24.

Nop

adon

Gro

wth

Min

dset

IF YOU CAN’T TRACK IT, DID IT HAPPEN…?

Nop

adon

Gro

wth

Min

dset

25.

1. A collection of tactics or tricks

2. getting lots of sign ups

26.

GROWTH HACKING IS NOT:

Nop

adon

Gro

wth

Min

dset

27.

Lots of companies who have grown a shit ton without tradition brand marketing and mass marketing advertising campaigns

WHAT IS GROWTH

HACKING?

Nop

adon

Gro

wth

Min

dset

28.

1.SEO

2.Product

3.Perfomance Marketing

4.Conversion optimisation/AB testing

WHAT I FOCUS ON:

5.Persona and Proposition testing

6.User Testing

7.Content marketing

Nop

adon

Gro

wth

Min

dset

FOR EARLY, EARLY STAGE STARTUPS…

29.

Nop

adon

Gro

wth

Min

dset

30.

GROWTH MUST BE GENUINE* There is no point

trying to grow a shitty product…it won’t grow.

Nop

adon

Gro

wth

Min

dset

• There is no point trying to grow a shitty product…it won’t grow.

31.

The #1 problem I’ve seen with startups

I’ve advised, has been they don’t actually

have product/market fit when they think

they do.Alex Shultz –

““

VP Growth Facebook

32.

WHERE IS THE LINE BETWEEN PRODUCT AND MARKETING?

Nop

adon

Gro

wth

Min

dset

33.

1.You solve a genuine problem

2.You do it better

3.You are aligned with your customers

4.Get more people to the wow moment, more often, as fast as possible

WHAT IS YOUR WOW MOMENT?

Nop

adon

Gro

wth

Min

dset

1. Great product market fit+

2. MAU, 31 days, 32 days etc.

3. If you don’t have this, then don’t try to scale

user

s

time

80000

60000

40000

20000

RETENTION REVISITED

34.

Nop

adon

Gro

wth

Min

dset

35.

GROWTH TEAM

REVISITED1.Growth is an Organisation wide priority.

2.What is your “North Star”

Nop

adon

Gro

wth

Min

dset

36.

OMTM 1.What is your One Metric That Matters?

2.MAU, Sends, Rides Booked, Nights Booked etc.

Nop

adon

Gro

wth

Min

dset

37.

FOCUS ON ONE USER

1.Why are they churning… find out and fix it!

Nop

adon

Gro

wth

Min

dset

38.

NET PROMOTER SCOREDETRACTORS

Net Promoter Score = % Promoters – % Detractors

PASSIVES PROMOTERS

0 1 2 3 4 5 6 7 8 9 10

Nop

adon

Gro

wth

Min

dset

39.

NET PROMOTER SCORE CONT’D1.Order of magnitude better

2.Banks charge 5% they charge .5%

3.Set hard KPI’s for NPS

Nop

adon

Gro

wth

Min

dset

40.

1.You must establish product market fit!

2.Smoke test!

DON’T WAIT TO MARKET

YOURSELVES

Nop

adon

Gro

wth

Min

dset

42.

WHAT WE FOCUS ON @

THE DOJO1.Understanding your customer needs

2.Communicating your proposition

3.Reaching and building trust and credibility with new users

4.Building a growth engine

5.Identifying your growth levers

Nop

adon

Gro

wth

Min

dset

Thank youWake up Kick Ass Repeat!

THANK YOU!

WAKE UP KICK ASS REPEAT

43.

Nop

adon

Gro

wth

Min

dset