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Growth Hacking Strategies For Rapid Growth

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5 strategies for rapid growth using lateral thinking strategies, ladder hopping, differentiation, branding, removal of constraints, build, measure learn cycle ramping, leverage strategies and momentum amplification and harnessing.

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Growth Hacking Strategies For Rapid Growth

  1. 1. #FlightClub @RolandFrasier Native Commerce & Digital Marketer 5 Strategies For Uncommonly Rapid Growth
  2. 2. Can You Finish The Maze In 20 Seconds Using Just Your Eyes? Start Finish #FlightClub @RolandFrasier
  3. 3. Can You Finish The Maze In 20 Seconds Using Just Your Eyes? Start Finish #FlightClub @RolandFrasier
  4. 4. Lateral Thinking: Move outside the implied rules of the system Start Finish #FlightClub @RolandFrasier What assumptions are impeding your speed right now?
  5. 5. DisruptiveThinking: Make new rules or a new system Start Finish #FlightClub @RolandFrasier What assumptions are impeding your speed right now?
  6. 6. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #1 Unbox #FlightClub @RolandFrasier
  7. 7. Think Laterally • Ask how can I grow 10x… 100x? • Most people and business focus on Optimization which yields Linear Growth • We also want to focus on Innovation which yields Exponential Growth #FlightClub @RolandFrasier
  8. 8. The police receive an anonymous tip and raid a house to arrest a suspected murderer. They don’t know what he looks like but they know his name is John and that he is inside the house. #FlightClub @RolandFrasier The police bust in on a carpenter, a taxi driver, a mechanic and a fireman all playing poker. Without hesitation or communication of any kind, they immediately arrest the fireman. How do they know they've got their man?
  9. 9. Apply Lateral Thinking • What pre-conceptions about your life or business are currently holding you back? • What factual assumptions are you making that may not be actual facts? • What language patterns are you using as you frame possible solutions that may lead you to make incorrect assumptions? • Frame growth questions in terms of ideal desire + constraint... #FlightClub @RolandFrasier
  10. 10. Build A $50k/Month Content Team Generating OrganicTraffic #FlightClub @RolandFrasier How Can We Get $18M/Month Of Traffic For Only $50k/Month?
  11. 11. #FlightClub @RolandFrasier How Can We BuyA $375k Company For $50k With No Financing? Their Price, Our Terms / Our Price, Their Terms $375k Price (205k) Carve Out Annual Renewals (120k) Assign MRR For 12 Months ( 50k) Cash Payment --------- $375k Total Payments
  12. 12. #FlightClub @RolandFrasier How Can We Get $1+ Fan Page Likes For < 7 Cents? Step 1: Topic Feeder Pages > 5-7 Cent Likes Step 2: Interest Pages > 10-15 Cent Likes Step 3: Primary Page> 30 Cent To $1+ Likes Use topic pages to send traffic to Interest pages and multiple interest pages to prop up primary FB page. 70k+ likes in 30 days on $5k ad spend.
  13. 13. HowCan You Raise Email Delivery,Open + Click-ThroughRates? #FlightClub @RolandFrasier
  14. 14. But Tech Isn’t Enough.So… #FlightClub @RolandFrasier How can we prove the receiver actually wants our emails? • Order Receipt • Welcome Email • Preparing Your Order • Shipping Confirmation • Login Info How can we ensure more people open and click? • A/B Test Subject (10%) • A/B/C Test Body (10%) • Mail Remaining 80% • Bonus (To Opens Only) • Close (To Clicks Only)
  15. 15. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #2 Hop #FlightClub @RolandFrasier
  16. 16. People Think In Ordered Lists • On A Scale Of 1 To 10… The Top 3… • You currently occupy a rung on some ladder • To move up, you really have only 3 strategies – Move up the ladder by “paying your dues” – Hop to a different ladder – Create a new ladder where you are #1 #FlightClub @RolandFrasier
  17. 17. Beer #FlightClub @RolandFrasier Imported Beer Mexican Beer German Beer Japanese Beer Domestic Beer #1 In USA #1 In Germany Lite Beer Craft Beer Beer With An Orange
  18. 18. Brands Find New Categories #FlightClub @RolandFrasier 32,000 Types Of Beer In Over 100 Categories
  19. 19. There’s Always A New Category There Are Over 2,800 Categories + Sub-Categories For Kindle Books #FlightClub @RolandFrasier
  20. 20. #FlightClub @RolandFrasier Ladder Hop By DifferentiatingYour Value Curve Step 1: Identify 3 to 7 key value factors for your industry,product or service Step 2: Which factors should be reduced below industry norms Step 3: Which factors should be raised above industry standards Step 4: What new benefits should be created that are not currently offered Step 5: Which features should be eliminated that the industry offers
  21. 21. #FlightClub @RolandFrasier Ladder Hop By DifferentiatingYour Value Curve OfferingLevel Low High KeyValue Factors Price Quality Package Newness Origin Service Speed Competitor
  22. 22. #FlightClub @RolandFrasier Ladder Hop By DifferentiatingYour Value Curve OfferingLevel Low High KeyValue Factors Price Quality Package Newness Origin Service Speed Competitor Your Product
  23. 23. #FlightClub @RolandFrasier Differentiate Your Value Curve
  24. 24. Differentiating To $3.3 Billion #FlightClub @RolandFrasier Amazon • Fixed Price • FBA • SEM: $1.35B Spend • No Acquisition Jet ($1B @ $50 CPA) • Variable Price: Smart cart lets users pay less (bundle, no returns,no credit card = pay less) • No FBA: Bundling = > Retailer Profits • No SEM: $20M/Month Mass Marketing • Acquisition: Retailers can get customer info
  25. 25. Differentiating To $2.8 Billion #FlightClub @RolandFrasier Amazon • Warehousing + Marketplace • Ads: 3% of Revenue • Not IndustrySpecific • 33% Of Online Sales Wayfair ($62 CPA $76 ICV) • Storm OMS: Minimizes warehousing, integrates with 7k suppliers/7M SKUs • Advertising: 12% of Revenue • Industry Specific: Carries products Amazon does not, Investing in AR via WayfairView • 33% Of Online Home Furnishing Sales
  26. 26. Can You Ladder Hop To A Higher Valuation? Industry Edu. Services Publishing Bus. Services RE Services Multiple 8.5 10.18 12.52 16.13 Industry Entertainment Diversified Finance Serv. Retail Internet Multiple 12.61 19.82 35.29 42.14 A 4X Valuation Bump By Hopping Categories Source: valuationacademy.com/industry-specific-multiples#FlightClub @RolandFrasier
  27. 27. #FlightClub @RolandFrasier How To Hop From 10th Past 1st In Search?
  28. 28. #FlightClub @RolandFrasier Skip Right Past #1 -#9 To New Category Space 0
  29. 29. Skip Right Past #1 -#9 To New Category Space 0 #FlightClub @RolandFrasier
  30. 30. HowTo Appear In Space 0 • Identify Question Queries (Answer The Public) • Find Queries That Already Have Answer Box Results • Make Better Content • Must Be On Page 1, Not #1 • Format To Match Paragraph, List/Table • Answer Queries In Title, Caption, Label + Header • Entice Click-Throught Using 6+ Items In List #FlightClub @RolandFrasier
  31. 31. Ladder Hopping Questions… • What ladders and what rung are you on now? • Can you hop to another ladder to move up faster? • Are you currently in the right value curve? Category? Industry? • Could you reposition your model to compete better? • Can you hop to the top of search with Snippets? #FlightClub @RolandFrasier
  32. 32. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #3 Model #FlightClub @RolandFrasier
  33. 33. Deep Dive Your Competition’s Business Models • Use the Lean Canvas or Business Model Canvas to clone their business models • Review these models and design your own based on the best parts of theirs • Experiment with different variations of business models to find the best path • Gather ideas for tests, test and optimize #FlightClub @RolandFrasier
  34. 34. Disruption = Applying Different Business Models To Your Industry • Landlord (Physical/IP) • Affiliate • PayAs You Go • Publisher • Franchise • Manufacturer/Sales Rep • Wholesaler #FlightClub @RolandFrasier • Broker • Reseller/VAR • Retailer • Network Marketing • All you can eat • Direct Seller • Subscription
  35. 35. Experiment With Different Pricing Models • Free (Ad Supported) • Freemium • Value Based • Tiered/Volume • Feature + Add-Ons • Low Price • MSRP/MAP #FlightClub @RolandFrasier • Free + Paid Support • “Cost +” or“x Cost” • Portfolio/Suite • Commodity • Razor + Blade • Premium/Luxury • Discount
  36. 36. #FlightClub @RolandFrasier HowCan We Quickly Expose New Sites To Existing Traffic?
  37. 37. #FlightClub @RolandFrasier
  38. 38. AffinityTraffic: SimilarWeb.com #FlightClub @RolandFrasier
  39. 39. #FlightClub @RolandFrasier HowCan We Quickly Build A 1 Million Name Mailing List For A New Property?
  40. 40. Modeling Questions… • What business models are your competitors using now? • How would you change your existing business model knowing what you know about your competitors? • Can you apply different business or pricing models to your industry to disrupt it? • What’s working for other people in and outside your industry that you can adopt to improve your business? #FlightClub @RolandFrasier
  41. 41. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #4 Iterate #FlightClub @RolandFrasier
  42. 42. #FlightClub @RolandFrasier Product Iteration Should Never Stop PSF/PMF + PFM (People + Fun + Money) Kaizen “ABI”ALWAYS Be Iterating If you don’t someone else will be… It’s why AirBnB isn’t Hilton or Marriott It’s why Newspapers didn’t start Craigslist It’s why Blockbuster never saw Netflix coming Image Source: Ash Maurya
  43. 43. Build > Measure > Learn • Shorten the BML loop with Fast Feedback • Build MVP First OR Start With Your Existing Product/Service, then Test it. • Measure Results • Learn What To Test Next From Data Analysis • Create Product Iteration that better solves the customer’s problem. Verify leaps of faith, value hypothesis + growth hypothesis #FlightClub @RolandFrasier
  44. 44. Accelerate Feedback With… • Mentors: Virtual (Videos, Books, Etc.) + Live (Unpaid Deep Relationships) • Masterminds: Paid formal + Unpaid informal • Strategic Partners: From your network, mentors and masterminds • Fans: Your early adopters and best customers are okay with flawed MVPs. Genchi Genbutsu + Sakichi Toyoda’s 5 Whys #FlightClub @RolandFrasierImage Source: Ash Maurya
  45. 45. Business Model Pivots Zoom-In Zoom-Out Technology Platform Channel #FlightClub @RolandFrasier Value Capture Growth Engine Customer Need Customer Segment Business Architecture
  46. 46. Iteration Questions… • Do you currently have a BML Loop to continually improve PMF • Are you working with people you like, have fun and make $ with? • What can you do to accelerate feedback and iterate better + faster? • How can you best engage your biggest fans in the BML loop? #FlightClub @RolandFrasier
  47. 47. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. #5 Leverage #FlightClub @RolandFrasier
  48. 48. Leverage“TIME COP DOC” • Trends • IT • Momentum • Employees • Customers #FlightClub @RolandFrasier • Ops • Platforms • Distribution • Overstocks • Content
  49. 49. Trendwatching.com is an excellent source of info on innovations and trends across all industries #FlightClub @RolandFrasier
  50. 50. Ebrace Marketing Trends #FlightClub @RolandFrasier • Audio Personal Assistants (Siri, Alexa, Google Now, Cortana) • Conversational Commerce (Chatbots) • Messaging App API Integrations • Unified Commerce • Augmented + Virtual Reality
  51. 51. Leverage Momentum • Objects in motion tend to stay in motion. • Chunk for tiny wins • Leverage people + businesses that already have momentum • OSP = Your super power + others’super powers means no still starts #FlightClub @RolandFrasier
  52. 52. #FlightClub @RolandFrasier OPP = Other People’s Platforms
  53. 53. HowCan You Create $50k/Month Of BrandedContent For $3k Per Month With No Contractors Or Employees?
  54. 54. Reduce Inventory Costs Leverage Other Relationships Access Sales Rep Networks Tap A Customer Base Add Brand Affinity Credibility Leverage Celebrity HowCan You Leverage Strategic PartnershipsTo… #FlightClub @RolandFrasier
  55. 55. Viral: Viral Coefficient > 1.0 Stick: Acquisition > Churn. Paid: Marginal Revenue > COCA How To Amplify Growth? How will your existing customers help you to get more customers? @RolandFrasier | Image Source: Ash Maurya
  56. 56. The Growth Grid @RolandFrasier Product Leads Acquisition Activation Retention Referrals (Per Activation) Total Revenue DPL LTV # # % # % # % # % $ $ $ Product 1 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 2 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 3 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 4 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 5 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 6 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 7 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 8 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000 Product 9 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
  57. 57. @RolandFrasier | Image Source: Ash Maurya Can You Find The Constraint?
  58. 58. @RolandFrasier | Image Source: Ash Maurya How To Remove Constraints? # Of Visitors Per Week # Of Leads Per Week # Of Trials/ Renewals # Of Referrals Per Week Revenue # Of Leads Per Week # Of Customers Per Week Goal
  59. 59. Successful Leverage Plays… • Dropbox, Uber, Harry’s, Groupon, Blue Apron = Bribes • One Plus, Naked Wines + Gmail = Waiting List + Invites • Etsy, Udemy, Tinder = Live Events • Facebook, Lyft + Yelp = Geo Launch #FlightClub @RolandFrasier
  60. 60. This is a sample of bold text on a full color slide. This is good for quotes,stats, dividers,etc. Thank you! #FlightClub @RolandFrasier

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