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 !

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

15. H O W D O I
F I N D M Y
C H A N N E L ?

16. Framework
The
Bullseye

17. A 4-step process to finding
your traction channel

18. S T E P 1 …
B R A I N S T O R M

19. “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

21. Framework
The
Bullseye
1.
Brainstorm
2.
Prioritize

22. Easy to test?
Potential impact?
Compound affects?

24. Also think about…
Funding?
B2B?
Consumer?
Traction goal?
Customer LTV?
Crowded channel?
Unit economics?
Competitors? How long?

25. Framework
The
Bullseye
1.
Brainstorm
2.
Prioritize
3.
Test

26. Search
for..
signs
that
a channel is working

29. *actual traffic graph

30. 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.

31. Framework
The
Bullseye
1.
Brainstorm
2.
Prioritize
3.
Test
4.
Double Down

32. Double.
Down.

33. FIND
what works
AND
do more of it

36. Guides

37. Infographics

43. I N C O N C L U S I O N …
your channel
Find

44. I N C O N C L U S I O N …
Use
1.
Brainstorm
2.
Prioritize
3.
Test
4.
Double Down
Bullseye

45. I N C O N C L U S I O N …
AND
((most importantly)
Crush It.

46. 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 !

47. LOG IN WITH GOOGLE
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48. Questions?
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
JUSTIN MARES
Co-author, Traction
@jwmares