Growth Hacking Strategies For Rapid Growth

#FlightClub @RolandFrasier

Native Commerce & Digital Marketer

5 Strategies For Uncommonly Rapid Growth

Can You Finish The Maze In 20 Seconds Using Just Your Eyes?

Finish

Can You Finish The Maze In 20 Seconds Using Just Your Eyes?

Finish

Lateral Thinking:Move outside the implied rules of the system

Finish

What assumptions are impeding your speed right now?

Disruptive Thinking: Make new rules or a new system

Finish

What assumptions are impeding your speed right now?

This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.

#1 Unbox

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 Innovationwhich yields Exponential Growth

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.

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?

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...

Build A $50k/Month Content Team Generating Organic Traffic

How Can We Get $18M/Month Of Traffic For Only $50k/Month?

How Can We Buy A $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

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.

How Can You Raise Email Delivery, Open + Click-Through Rates?

But Tech Isn’t Enough. So…

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)

This is a sample of bold text on a full color slide. This is good for quotes, stats, dividers, etc.#2 Hop

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

Imported Beer

Mexican Beer German Beer Japanese Beer

Domestic Beer

#1 In USA #1 In Germany

Lite Beer Craft Beer Beer With An Orange

Brands Find New Categories

32,000 Types Of Beer In Over 100 Categories

There’s Always A New Category

There Are Over 2,800 Categories + Sub-Categories For Kindle Books

Ladder Hop By Differentiating Your 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

ring L

Key Value Factors

Quality

Package Newness Origin

Service Speed

Competitor

ring L

Key Value Factors

Quality

Package Newness Origin

Service Speed

CompetitorYour Product

Differentiate Your Value Curve

Differentiating To $3.3 Billion

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

Differentiating To $2.8 Billion

Amazon• Warehousing +

Marketplace

• Ads: 3% of Revenue

• Not Industry Specific

• 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

Can You Ladder Hop To A Higher Valuation?

IndustryEdu. ServicesPublishingBus. ServicesRE Services

Multiple8.5

10.1812.5216.13

IndustryEntertainmentDiversifiedFinance Serv.Retail Internet

Multiple12.6119.8235.2942.14

A 4X Valuation Bump By Hopping Categories

Source: valuationacademy.com/industry-specific-multiples#FlightClub @RolandFrasier

How To Hop From 10th Past 1st In Search?

Skip Right Past #1 - #9 To New Category Space 0

How To 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-ThroughtUsing 6+ Items In List

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?

#3 Model

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

Disruption = Applying Different Business Models To Your Industry

• Landlord (Physical/IP)

• Affiliate

• Pay As You Go

• Publisher

• Franchise

• Manufacturer/Sales Rep

• Wholesaler

• Broker

• Reseller/VAR

• Retailer

• Network Marketing

• All you can eat

• Direct Seller

• Subscription

Experiment With Different Pricing Models

• Free (Ad Supported)

• Freemium

• Value Based

• Tiered/Volume

• Feature + Add-Ons

• Low Price

• MSRP/MAP

• Free + Paid Support

• “Cost +” or “x Cost”

• Portfolio/Suite

• Commodity

• Razor + Blade

• Premium/Luxury

• Discount

How Can We Quickly Expose New Sites To Existing Traffic?

Affinity Traffic: SimilarWeb.com

How Can We Quickly Build A 1 Million Name Mailing List For A New Property?

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

#4 Iterate

Product Iteration Should Never StopPSF/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

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

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

Business Model PivotsZoom-In

Zoom-Out

Technology

Platform

Channel

Value Capture

Growth Engine

Customer Need

Customer Segment

Business Architecture

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?

#5 Leverage

Leverage “TIME COP DOC”

• Trends

• IT

• Momentum

• Employees

• Customers

• Ops

• Platforms

• Distribution

• Overstocks

• Content

Trendwatching.com is an excellent source of info on innovations and trends across all industries

Ebrace Marketing Trends

• Audio Personal Assistants (Siri, Alexa, Google Now, Cortana)

• Conversational Commerce (Chatbots)

• Messaging App API Integrations

• Unified Commerce

• Augmented + Virtual Reality

Leverage Momentum

• Objects in motion tend to stay in motion.

• Chunk for tiny wins

• Leverage people + businesses that alreadyhave momentum

• OSP = Your super power + others’ superpowers means no still starts

OPP = Other People’s Platforms

How Can You Create $50k/Month Of Branded Content For $3k Per Month With No Contractors Or Employees?

Reduce Inventory Costs

Leverage Other Relationships

Access Sales Rep Networks

Tap A Customer Base

Add Brand Affinity Credibility

Leverage Celebrity

How Can You Leverage Strategic Partnerships To…

Viral: Viral Coefficient > 1.0Stick: 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

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

Can You Find The Constraint?

How To Remove Constraints?

# Of VisitorsPer Week

# Of Leads Per Week

# Of Trials/Renewals

# Of ReferralsPer Week

Revenue

# Of Leads Per Week

# Of Customers Per Week

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

Thank you!

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