Ungagged Vegas November 2015 Presentation - Scaling Up
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Transcript of Ungagged Vegas November 2015 Presentation - Scaling Up
Scaling Up:Growth Hacking 2016
Facebook com/RolandFrasier @RolandFrasier LinkedIn com/in/RolandFrasier
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!