The document discusses the Creative Traction Methodology (CTM) for gaining traction for new products and ideas. CTM has three parts: 1) The Idea Release Life Cycle which emphasizes validating ideas before development and engaging communities early. 2) Ransack Tools which means leveraging new growth hacking strategies and tools. 3) Act Creatively which involves lateral thinking with no biases to attract niche audiences and validate assumptions through experimentation. The document provides examples and case studies for applying each part of CTM.
17. MVP
AVAILABILITY
START SALES &
MARKETING
HOW TO DEVELOP
INNOVATION
LEAN DEVELOPMENT BETA
RELEASE
GA
RELEASE
GO-TO-MARKET
1. 2. 3.
NO TIME
NO MONEY
NO POWER TO PROCEED
SOME
PROSPECTS
PLAN TO
GET VIRAL
25. CREATE A COMMUNITY
ENGAGE AND LEARN
SPEAKING ENGAGEMENT
TEST TRACTION CHANNELS
1.
VALUE PROP
VALIDATION
LEAN
DEVELOPMENT
CTM
26. CREATE A COMMUNITY
ENGAGE AND LEARN
SPEAKING ENGAGEMENT
TEST TRACTION CHANNELS
1. 2.
VALUE PROP
VALIDATION
PRE
RELEASE
VIDEO PREVIEW
PRE-SIGNUP
SHARE TO JOIN
VIP EARLY ACCESS
BETA
RELEASE
GA
RELEASE
LEAN
DEVELOPMENT
CTM
27. CREATE A COMMUNITY
ENGAGE AND LEARN
SPEAKING ENGAGEMENT
TEST TRACTION CHANNELS
1. 2. 3.
VALUE PROP
VALIDATION
PRE
RELEASE
VIDEO PREVIEW
PRE-SIGNUP
SHARE TO JOIN
VIP EARLY ACCESS
LAUNCH
VIRAL LOOP
BRAND AMBASSADORS
BETA
RELEASE
GA
RELEASE
GO-TO-MARKETLEAN
DEVELOPMENT
CTM
28. CREATIVE TRACTION METHODOLOGY
1. IDEA RELEASE LIFE CYCLE
▸ development vs go-to-market must be 50%-50% efforts
allocation
▸ Start before you are ready
▸ value prop validation (blogging - create community)
▸ pre-release (sign-up)
▸ launch
#TAKEAWAY W
CTM
45. CREATIVE TRACTION METHODOLOGY
2. RANSACK TOOLS
▸ Tools imply new growth hacking strategies
▸ Discovery & creation of tools as an ongoing task
▸ Ignite creativity by leveraging the power of new methods
▸ Leverage the window of opportunity via new tools
▸ Hack campaigns by assembling multiple tools
#TAKEAWAY W
CTM
58. DO THINGS OTHER DON’T
#brandExperience
‣ Make your swaaag profile visible on your other social media
profiles
‣ Share swaaag content into your other social media profiles
‣ Swag multiple times a week to be an example for others.
‣ Regularly shout out to social followers of your other networks to
join you on swaaag.
‣ Advocate swaaag within your everyday network, enchanting others
to join.
‣ Invite contacts using the in app invite feature containing your
custom invite link
‣ Make intros to people that might add value to the swaaag
community
61. … but who puts skin in the game?
A D V I S O R S
• reactive
• hands-off
C O N S U LTA N T S
• in between jobs
• not committed
A G E N C I E S
• Budget driven
• Prefer
established
businesses
E M P L O Y E E S
• expensive
• inflexible
the current funding climate demands traction with low capital.
Question is, who can help founders?
62. awesm’s USP
1. Expedite time to market
2. Reduced execution risks
3. Put traction on steroids
70. TRACTION
KPI & purpose
what & why?
1
CREATIVE
TRACTION
METHODOLOGY
1
what is it you
define as
traction?
what is the
reason for that
KPI to more
relevant than
others?
72. buyer persona
customer
call to action
who & what?
23
TRACTION
quantity
how much?
1
CREATIVE
TRACTION
METHODOLOGY
Describe in
details your
enduser
3
What action
needs the user
to undertake?
KPI & purpose
what & why?
73. who & what?
buyer persona
customer
positioning
lead
call to actionvalue prop.
why?
234
TRACTION
quantity
how much?
1
CREATIVE
TRACTION
METHODOLOGY
What are the
benefits for the
target persona
to take action
now?
4
KPI & purpose
what & why?
74. who & what?
buyer persona
customer
positioningtouchpoint
visitor lead
call to actionvalue prop.UI/UX
why?where?
2345
TRACTION
quantity
how much?
1
CREATIVE
TRACTION
METHODOLOGY
Where to
sign up?
5
What
experience has
the user?
KPI & purpose
what & why?
75. who & what?
buyer persona
customer
positioningtouchpointtraction channels
stranger visitor lead
call to actionvalue prop.UI/UXpromote
why?where?how?
3456
CREATIVE
TRACTION
METHODOLOGY
Select different
channels you’ll
validate and use
for the outreach
6
Where to find
your target
persona
76. who & what?
buyer persona
customer
positioningtouchpointtraction channels
stranger visitor lead
promoters
call to actionvalue prop.UI/UXpromote
why?where?how?
23456
viral loop
fans
delight
TRACTION
quantity
how much?
17
CREATIVE
TRACTION
METHODOLOGY
KPI & purpose
what & why?
What action should the user
do to invite others to join?7
How’s the user reward?
77. who & what?
buyer persona
customer
positioningtouchpointtraction channels
stranger visitor lead
promoters
call to actionvalue prop.UI/UXpromote
why?where?how?
23456
viral loop
fans
delight
TRACTION
quantity
how much?
17
CREATIVE
TRACTION
METHODOLOGY
TOOLS
KPI & purpose
what & why?
78. CREATIVE TRACTION METHODOLOGY
3. ACT CREATIVELY
▸ no budget but a goal - requires lateral thinking
▸ Set a goal first combined with a purpose
▸ experimental design - validate at least 3 assumptions / step
▸ Try out things you don’t feel confident with to unleash creativity
▸ no bias but validations
▸ Target Bottom Up - niche first
▸ no salesman ship - attract people wanting to buy
#TAKEAWAY W
CTM
79. IDEA RELEASE LIFE CYCLE1
RANSACK TOOLS2
ACT CREATIVELY3
CREATIVE TRACTION METHODOLOGY
CTM