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Ungagged Vegas November 2015 Presentation - Scaling Up

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Scaling up. How to scale a business from my day 3 presentation at the Ungagged live event in Las Vegas November 2015. This presentation explores domain strategies, scaling an online business, online to offline (O2O) strategies, and much more.

Publié dans : Business
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Ungagged Vegas November 2015 Presentation - Scaling Up

  1. 1. Scaling Up: Growth Hacking 2016
  2. 2. Where Do You Want To Be In 2016? Profit Center Revenue Target Unit Sales Required Needs PC #1 $XXXXXX ###### ?????? PC#2 $XXXXXX ###### ?????? PC#3 $XXXXXX ###### ?????? PC#4 $XXXXXX ###### ?????? PC#5 $XXXXXX ###### ?????? $GOAL Is there anything you should cut that doesn’t move you to goal?
  3. 3. $___________ What’s Your Income Target? $___________ What’s Your Product Price? = # Of Sales Needed ___________ ___________ What’s Your Conversion Rate? # Sales Needed / CR = ___________ # Leads Needed ___________ What’s Your Clickthrough Rate? # Leads Needed / CTR = ___________ # Clicks Needed # Clicks Needed x CPC = $___________ Monthly Ad Spend For Each Profit Center Do This…
  4. 4. Micro To Macro Brand Elevation Deconstructed Growth Affinity & Seasonality Domain Strategies Strategies For 2016 O2O Continuity 2.0 Leverage Content Strategic Partners Embrace Trends
  5. 5. 2012 – 2013 SL = 3M Preppers Base 2014 SL = 40M Campers 13x Increase 2015 NC = 141M Outdoor Sports 47x Increase Evolve Business Models: Micro To Macro
  6. 6. How Big Is Your Current Market? Where Are The Growth Opportunities? How Can You Expand To Increase Market Size? What Is Your Broad Market Offer? Evolve Business Models: Micro To Macro
  7. 7. Build Your Brand, Not Yourself Spokesperson Model: Use Celebrities + Elevate Your Team Evolve Business Models: Guru To Brand
  8. 8. Evolve Business Models: Guru To Brand
  9. 9. Evolve Business Models: Generic To Brand
  10. 10. How Can You Move From Guru/Generic Centric Products To Branded Products? How Can You Expand Your Positioning To Increase Available Market Size? What Is Your Broad Market Offer? Evolve Business Models: Brand Elevation
  11. 11. 2012 – 2013 2014 2015 2016 2017 SurvivalLife Add Affinity Sites Native Commerce Wholesale Distributors International Brands Evolve Business Models: Deconstructed Growth 1 Site Multiple Sites Unified Model Vertical Integration IP Integration 1 Market Multiple Markets Holding Company Leveraged Distribution Leveraged Licensing
  12. 12. Evolve Business Models: Deconstructed Growth
  13. 13. Deconstructed Growth: Layering For Multiple Exits 1 Exit 4 Exits 100+ Exits
  14. 14. Can Your Business Support Your Ultimate Growth & Revenue Goals? Are There Opportunities To Segment For Exit Or Cash Cow Hold? Can You Segment Off Trend Based Businesses To Exit & Retain Long Term Businesses? Can You Divide Based On Function? Ex. Ops > Supply > IP Evolve Business Models: Deconstructed Growth
  15. 15. Sell Your Customers Other Things They Already Buy Make Seasonal Offerings Send Existing Customers To Your New Media Properties Evolve Business Models: Affinity + Seasonality
  16. 16. Affinity Traffic Growth
  17. 17. Affinity Traffic Growth
  18. 18. Affinity Traffic Growth
  19. 19. Affinity Traffic Growth
  20. 20. Affinity Traffic: SimilarWeb.com
  21. 21. Affinity Traffic: SimilarWeb.com
  22. 22. Affinity Traffic: SimilarWeb.com
  23. 23. Affinity Traffic: SimilarWeb.com
  24. 24. Affinity Traffic: SimilarWeb.com
  25. 25. Affinity Traffic: SimilarWeb.com
  26. 26. Affinity Traffic: SimilarWeb.com
  27. 27. Affinity Traffic: SimilarWeb.com
  28. 28. Affinity Traffic: TowerData.com
  29. 29. What sites do your customers visit before and after they visit your site? (SimilarWeb.com) How can you send traffic from your site to support your other sites? What are your visitors’/customers’ demographics? (TowerData.com) What niches should you expand into next? Evolve Business Models: Affinity Traffic Growth
  30. 30. Evolve Business Models: EMD > PMD > BDN Diapers.com WebHosting.com CloudComputing.com RentalCar.com History.com Loans.com BoneLoss.com OfficeSupplies.com Plumber.com Clothes.com
  31. 31. Evolve Business Models: EMD > PMD > BDN EMDs & PMDs rank 11%> than branded domains BDNs need 35k> links to rank Page 1 BDNs need 69%> DA + 22%> PA to rank page 1 EMDs reach number 1 with half the content Beep vs CarLoans = 67%> in sales + 35%< in PPC Ad cost Sources: Canirank.com/blog/keyword-domains
  32. 32. Evolve Business Models: BassProShops.com Hunting.com Ducks.com Tackle.comArchery.com
  33. 33. Evolve Business Models: EMD > PMD > BDN 4x CTR + Lower CPC: EMD v. BDN
  34. 34. Evolve Business Models: Citi.com StudentLoan.com Mortgage.comFinance.com
  35. 35. Evolve Business Models: 1800Contacts.com ContactLenses.com EyeCare.comContacts.com Glasses.com
  36. 36. Evolve Business Models: EMD > PMD > BDN EMD “ElectricBicycles” = 45% Higher CTR than PMD “YourBikes” 105% Higher CTR than BDN “InAHurry”
  37. 37. Evolve Business Models: EMD > PMD > BDN For services offered across multiple markets BDNs are best For highly focused markets EMD or PMD is best Faster SEO boosts EMD or PMD is best Highly focused market + SEO boost use EMD Extensive PPC in focused markets use EMD to increase CTR and lower Ad Spend
  38. 38. Evolve Business Models: EMD > PMD > BDN
  39. 39. What’s Your Current Domain Strategy? Have You Analyzed Traffic & Keywords To Determine If You Could Get A Boost In Traffic With EMDs? Could You Aggregate EMDs Under A Unifying BDN To Maximize Enterprise Value? We Built $3MM - $5MM In Value Doing This Evolve Business Models: EMD > PMD > BDN
  40. 40. Evolve Business Models: Online To Offline
  41. 41. 2012 - 2013 Offer Driven Model (Broken) 2014 - 2015 Certified Partner Beta / Certifications 2016+ CPs As Physical Delivery Mechanism General Assembly / Edu Model Evolve Business Models: Online To Offline: Digital
  42. 42. 2013 Physical Product Tripwires 2014 - 2015 Associations 2016+ St. Helena Store / HKT Kiosks SL Franchises / Local Associations Evolve Business Models: Online To Offline: Physical
  43. 43. What offline play(s) can you make with your existing business? Who has an offline business that most closely resembles your online business? What additional offers or changes can you make to create offline workable? Evolve Business Models: O2O
  44. 44. Continuity 2.0: Preventing Churn How Can You Change Your Continuity Program To Reduce Voluntary Churn? Involuntary Churn: When the relationship ends but neither party wants it to We will talk about this in a minute
  45. 45. Leverage Content: In-House Content NativeCommerce Studios DigitalMarketer Studios Florida Curated Content Team Philippines Design Team
  46. 46. Leverage Content: Scripted.com & Contently.com 33% Increase In KW Rankings * 72% Increase In Web Traffic * 200% Increase in Lead Magnet DLs
  47. 47. Leverage Content: Books, Periodicals + Comics
  48. 48. Leverage Content: Branded Columns
  49. 49. Leverage Content: News + Audio/Video + PD
  50. 50. Create a content calendar and determine who will create your original content (in-house vs. outsourced) What contant can you license that will elevate your brand? What public domain and curatable content can you curate? Leverage Content: Action Plan
  51. 51. Which Strategic Partners Will You Pursue? Who Has Manufacturing, Sales, Marketing, Distribution & Customers You Want? What Celebs Can You Partner With? What’s The Fit? Evolve Business Models: Strategic Partnerships
  52. 52. 2016 Trends + Action Plan
  53. 53. How Will You Address The Uptick In Involuntary Churn? 40% of subs will fail when rebilled this year due to EMV chips and reissuance. Overcome using 7 point updater + recycle strategy
  54. 54. Embrace Market Trends: EMV Migration 1.5B Cards Replaced 2015-16 Gross Approvals Down 17% Invalid Acct Declines Doubled Up To 39% Non-Reloadable
  55. 55. Target The Ever-Growing Hispanic-American Market June 2015 July 2014
  56. 56. More Embrace Market Trends: Hispanic-Americans There are 55.4M Hispanic- Americans In The US Today (17% Of US Population) By 2060 There Will Be 128.8 Million (31% Of US Population) Get Familiar With “Acculturation”
  57. 57. Target Spanish Browsers
  58. 58. Use Transposh Plugin For Wordpress 47% Increase In Traffic
  59. 59. THANK YOU!

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