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Growth Marketing Fundamentals for Startups

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When building a growth strategy for your startup, it’s important to quickly identify the right marketing channel(s) to focus on, having in mind your time and financial constraints. Based on the advice of successful founders and learnings from the "Marketing Hell Week“ by 500 Startups, Veronika Fischer will present some simple but powerful frameworks to design a sustainable growth strategy.

Publié dans : Marketing
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Growth Marketing Fundamentals for Startups

  1. 1. 1 of 13 Growth Marketing Fundamentals 500 Startups Approved How to build a sustainable growth strategy Veronika Fischer Co-Founder & COO of Nuclino veronika@nuclino.com @Vero_Nika9
  2. 2. Outline 1 Background 2 Basic Growth Equation 3 Six-Step Process by Brian Balfour (VP of Growth at Hubspot) 4 Key Takeaways 5 Recommended Resources
  3. 3. The single best reason to start a startup? “You can’t not do it.” (Dustin Moskovitz) About Me Study Background Work Experience LinkedIn: Veronika Fischer Twitter: @Vero_Nika9
  4. 4. What Your team’s collective brain How Unifying notes + tasks + docs Why Empower Teams About Nuclino www.nuclino.com
  5. 5. Factors of Sustainable Growth http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/ Use the right channels and people will come. Build a great product and people will stay.
  6. 6. Process before tactics What’s the single best tip, secret, hack… for growth? What works for others won’t work for you. Constant changes in acquisition channels make it hard to predict their success. You need to develop a growth machine which is scalable, predictable, repeatable. http://www.slideshare.net/500startups/02-brian-balfour-hub-spot-final There is no sure formula or tactic.
  7. 7. Set OKRs Objective Qualitative Statement - Example: “Increase number of weekly active users” Timeframe 30-90 days Key Results KR1: Measureable Goal 1 (hit 90% of time) - Example: + 10 % CR from signup to active KR2: Measureable Goal 2 (hit 50% of time) - Example: - 15 % Churn rate of active users KR3: Measureable Goal 3 (hit 10% of time) - Example: + 20 % Signup conversion Once you know where you’re heading to, hit the road as fast as possible. http://www.slideshare.net/500startups/02-brian-balfour-hub-spot-final
  8. 8. 6-Step Process 1. Brainstorm (Backlog) 2. Prioritize (Backlog + Experiment Doc) 6. Systemize (Playbooks) 5. Analyze (Experiment Doc) 3. Test (Experiment Doc) 4. Implement Get sh*t done Repeat http://www.slideshare.net/500startups/02-brian-balfour-hub-spot-final
  9. 9. Process Step 1 - Brainstorm 1 Break down objective into pieces 2 Conduct structured brainstorming sessions 3 Create Experiment Backlog
  10. 10. Process Step 2 - Prioritize 1 Compare top ideas on 3 components Probability: Low (20%) / medium (50%) / high (80%) Impact: "If successful, [variable] will increase by [impact], because [assumptions]." Resources: Time estimation for marketing / design / engineering 2 Justify your assumptions Quantitative, Qualitative, Secondary 3 Create Experiment Doc
  11. 11. 11 of 16 Process Step 3 - Test Design the experiment What is the MVT (Minimum Viable Test) to understand your hypothesis?
  12. 12. Process Step 4 - Implement
  13. 13. 13 of 16 Process Step 5 - Analyze 1 Results What were the results of the experiment, and what’s the variation to your hypothesis? 2 Learnings What are the implications of the results? 3 Action Items What are the logical next steps?
  14. 14. Process Step 6 - Systemize 1 Productize Implement as much as you can with technology and engineering 2 Playbooks For the things you can't productize, build them into step by step playbooks to make them repeatable.
  15. 15. Key Takeaways Core Product Value before Top of Funnel Actions But both factors are important for sustainable growth. Process before Tactics Find your individual best tactics by setting up a repeatable and scalable growth machine. Brainstorm - Plan - Test - Learn - Repeat Try to constantly increase the quality and quantity of experiments in a given time period.
  16. 16. Recommended Resources Startup School by Y Combinator https://www.startupschool.org Traction - G. Weinberg & J. Mares http://tractionbook.com Building a Growth Machine - Brian Balfour http://www.slideshare.net/500startups/02-brian-balfour-hub-spot-final The Innovator’s Solution - C. Christensen & M. Raynor http://www.claytonchristensen.com/books/the-innovators-solution
  17. 17. 17 of 13 Thank You! Veronika Fischer Co-Founder & COO of Nuclino veronika@nuclino.com @Vero_Nika9 Questions? Feedback?