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The Bullseye Framework: How Great Companies Grow

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The Bullseye Framework: How Great Companies Grow CO-AUTHOR, TRACTION BOOK
@Kissmetrics #KissWebinar @jwmares
T H E B U L L S E Y E F R A M E W O R K T O D A Y W E ’ R E G O I N G T O TA L K A B O U T …
“Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction.” - T R A C T I O N B O O K
“Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction.” (yes I’m quoting my own book. Sorry) - T R A C T I O N B O O K
M Y F I R S T O N E D I D :
“The #1 reason we pass on entrepreneurs we’d otherwise like to back is their focus on product to the exclusion of everything else.” - M A R C A N D R E E S E N
Why?
Product is fun. Traction is hard
“If you can get even a single distribution to work, you have a great business. If you don’t nail one, you’re finished.” - P E T E R T H I E L
H O W D O I F I N D M Y C H A N N E L ?
Framework The Bullseye
A 4-step process to finding your traction channel
S T E P 1 … B R A I N S T O R M
“If you can acquire customers in a channel your competitors are ignoring, that’s a huge competitive advantage.” - J A S O N C O H E N , W P E N G I N E
Framework The Bullseye 1. Brainstorm 2. Prioritize
Easy to test? Potential impact? Compound affects?
Also think about… Funding? B2B? Consumer? Traction goal? Customer LTV? Crowded channel? Unit economics? Competitors? How long?
Framework The Bullseye 1. Brainstorm 2. Prioritize 3. Test
Search for.. signs that a channel is working
*actual traffic graph
Some ideas of tests to run SEO Sponsor top pages that already have the rankings you want. Buy AdWords for top keywords, see how they convert.
Some ideas of tests to run Offline Events Attend 5 Meetup groups in a week. Create an event using Eventbrite. Try selling 25 tickets to prospective customers.
Some ideas of tests to run Social Ads Buy $500 worth of ads on Facebook, targeting different groups. Pay 5 smaller Instagram feeds to post your content 1-3x.
Some ideas of tests to run Content Marketing Hire a writer to create 3 killer posts and 1 infographic. Put 100% effort into promoting the 3 posts & infographic. Then evaluate.
Framework The Bullseye 1. Brainstorm 2. Prioritize 3. Test 4. Double Down
Double. Down.
FIND what works AND do more of it
Guides
Infographics
I N C O N C L U S I O N … AND ((most importantly) Crush It.
F I R S T 3 C H A P T E R S O F T R A C T I O N - T R A C T I O N B O O K . C O M K E E P U P W I T H M E - J U S T I N M A R E S . C O M @jwmares T H A N K Y O U !

Publié dans : Business, Marketing
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The Bullseye Framework: How Great Companies Grow

  1. The Bullseye Framework: How Great Companies Grow JUSTIN MARES, TRACTION CO-AUTHOR
  2. @NEILPATEL @Kissmetrics #KissWebinar @thuelmadsen
  3. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Justin Mares is the co-author of Traction: A Startup Guide to Getting Customers, which in its first printing sold 35,000+ copies. He’s also the former director of revenue at Exceptional, a company Rackspace acquired in 2013. JUSTIN MARES Co-author, Traction @jwmares
  4. The Bullseye Framework: How Great Companies Grow CO-AUTHOR, TRACTION BOOK
  5. @NEILPATEL @Kissmetrics #KissWebinar @jwmares
  6. T H E B U L L S E Y E F R A M E W O R K T O D A Y W E ’ R E G O I N G T O TA L K A B O U T …
  7. WATCH WEBINAR RECORDING NOW
  8. “Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction.” (yes I’m quoting my own book. Sorry) - T R A C T I O N B O O K
  9. M Y F I R S T O N E D I D :
  10. “The #1 reason we pass on entrepreneurs we’d otherwise like to back is their focus on product to the exclusion of everything else.” - M A R C A N D R E E S E N
  11. Why?
  12. Product is fun. Traction is hard
  13. “If you can get even a single distribution to work, you have a great business. If you don’t nail one, you’re finished.” - P E T E R T H I E L
  14. H O W D O I F I N D M Y C H A N N E L ?
  15. Framework The Bullseye
  16. A 4-step process to finding your traction channel
  17. S T E P 1 … B R A I N S T O R M
  18. “If you can acquire customers in a channel your competitors are ignoring, that’s a huge competitive advantage.” - J A S O N C O H E N , W P E N G I N E
  19. Framework The Bullseye 1. Brainstorm 2. Prioritize
  20. Easy to test? Potential impact? Compound affects?
  21. Also think about… Funding? B2B? Consumer? Traction goal? Customer LTV? Crowded channel? Unit economics? Competitors? How long?
  22. Framework The Bullseye 1. Brainstorm 2. Prioritize 3. Test
  23. Search for.. signs that a channel is working
  24. *actual traffic graph
  25. Some ideas of tests to run Content Marketing Hire a writer to create 3 killer posts and 1 infographic. Put 100% effort into promoting the 3 posts & infographic. Then evaluate.
  26. Framework The Bullseye 1. Brainstorm 2. Prioritize 3. Test 4. Double Down
  27. Double. Down.
  28. FIND what works AND do more of it
  29. Guides
  30. Infographics
  31. I N C O N C L U S I O N … your channel Find
  32. I N C O N C L U S I O N … Use 1. Brainstorm 2. Prioritize 3. Test 4. Double Down Bullseye
  33. I N C O N C L U S I O N … AND ((most importantly) Crush It.
  34. F I R S T 3 C H A P T E R S O F T R A C T I O N - T R A C T I O N B O O K . C O M K E E P U P W I T H M E - J U S T I N M A R E S . C O M @jwmares T H A N K Y O U !
  35. LOG IN WITH GOOGLE Start Your Free Kissmetrics Trial
  36. Questions? THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen JUSTIN MARES Co-author, Traction @jwmares

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