Growth Hacking Strategies For Rapid Growth

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    19-Jan-2017

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  • #FlightClub @RolandFrasier

    Native Commerce & Digital Marketer

    5 Strategies For Uncommonly Rapid Growth

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

    Start

    Finish

    #FlightClub @RolandFrasier

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

    Start

    Finish

    #FlightClub @RolandFrasier

  • Lateral Thinking:Move outside the implied rules of the system

    Start

    Finish

    #FlightClub @RolandFrasier

    What assumptions are impeding your speed right now?

  • Disruptive Thinking: Make new rules or a new system

    Start

    Finish

    #FlightClub @RolandFrasier

    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

    #FlightClub @RolandFrasier

  • 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

    #FlightClub @RolandFrasier

  • The police receive an anonymous tip and raid a house to arrest a suspected murderer. They dont 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?

  • 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

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

    #FlightClub @RolandFrasier

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

  • #FlightClub @RolandFrasier

    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

  • #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.

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

    #FlightClub @RolandFrasier

  • But Tech Isnt 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)

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

    #FlightClub @RolandFrasier

  • 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

  • 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

  • Brands Find New Categories

    #FlightClub @RolandFrasier

    32,000 Types Of Beer In Over 100 Categories

  • Theres Always A New Category

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

    #FlightClub @RolandFrasier

  • #FlightClub @RolandFrasier

    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

  • #FlightClub @RolandFrasier

    Ladder Hop By Differentiating Your Value Curve

    Offe

    ring L

    evel

    Low

    High

    Key Value Factors

    Price

    Quality

    Package Newness Origin

    Service Speed

    Competitor

  • #FlightClub @RolandFrasier

    Ladder Hop By Differentiating Your Value Curve

    Offe

    ring L

    evel

    Low

    High

    Key Value Factors

    Price

    Quality

    Package Newness Origin

    Service Speed

    CompetitorYour Product

  • #FlightClub @RolandFrasier

    Differentiate Your Value Curve

  • 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

  • Differentiating To $2.8 Billion

    #FlightClub @RolandFrasier

    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

  • #FlightClub @RolandFrasier

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

  • #FlightClub @RolandFrasier

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

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

    #FlightClub @RolandFrasier

  • 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

    #FlightClub @RolandFrasier

  • 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

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

    #3 Model

    #FlightClub @RolandFrasier

  • Deep Dive Your Competitions 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

  • Disruption = Applying Different Business Models To Your Industry

    Landlord (Physical/IP)

    Affiliate

    Pay As You Go

    Publisher

    Franchise

    Manufacturer/Sales Rep

    Wholesaler

    #FlightClub @RolandFrasier

    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

    #FlightClub @RolandFrasier

    Free + Paid Support

    Cost + or x Cost

    Portfolio/Suite

    Commodity

    Razor + Blade

    Premium/Luxury

    Discount

  • #FlightClub @RolandFrasier

    How Can We Quickly Expose New Sites To Existing Traffic?

  • #FlightClub @RolandFrasier

  • Affinity Traffic: SimilarWeb.com

    #FlightClub @RolandFrasier

  • #FlightClub @RolandFrasier

    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?

    Whats working for other people in and outside your industry that you

    can adopt to improve your business?#FlightClub @RolandFrasier

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

    #4 Iterate

    #FlightClub @RolandFrasier

  • #FlightClub @RolandFrasier

    Product Iteration Should Never StopPSF/PMF + PFM (People + Fun + Money)

    Kaizen ABI ALWAYS Be Iterating

    If you dont someone else will be

    Its why AirBnB isnt Hilton or Marriott

    Its why Newspapers didnt start Craigslist

    Its 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 customers problem. Verify leaps of faith, value hypothesis + growth hypothesis

    #FlightClub @RolandFrasier

  • 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 Toyodas 5 Whys

    #FlightClub @RolandFrasierImage Source: Ash Maurya

  • Business Model PivotsZoom-In

    Zoom-Out

    Technology

    Platform

    Channel

    #FlightClub @RolandFrasier

    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?

    #FlightClub @RolandFrasier

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

    #5 Leverage

    #FlightClub @RolandFrasier

  • Leverage TIME COP DOC

    Trends

    IT

    Momentum

    Employees

    Customers

    #FlightClub @RolandFrasier

    Ops

    Platforms

    Distribution

    Overstocks

    Content

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

    #FlightClub @RolandFrasier

  • 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

  • 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

    #FlightClub @RolandFrasier

  • #FlightClub @RolandFrasier

    OPP = Other Peoples 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

    #FlightClub @RolandFrasier

  • 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

  • @RolandFrasier | Image Source: Ash Maurya

    Can You Find The Constraint?

  • @RolandFrasier | Image Source: Ash Maurya

    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

    Goal

  • Successful Leverage Plays Dropbox, Uber, Harrys, Groupon, Blue Apron =

    Bribes

    One Plus, Naked Wines + Gmail = Waiting List + Invites

    Etsy, Udemy, Tinder = Live Events

    Facebook, Lyft + Yelp = Geo Launch

    #FlightClub @RolandFrasier

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

    Thank you!

    #FlightClub @RolandFrasier

    Slide Number 1Can You Finish The Maze In 20 Seconds Using Just Your Eyes?Can You Finish The Maze In 20 Seconds Using Just Your Eyes?Lateral Thinking:Move outside the implied rules of the systemDisruptive Thinking: Make new rules or a new systemSlide Number 6Think LaterallySlide Number 8Apply Lateral ThinkingSlide Number 10Slide Number 11Slide Number 12Slide Number 13How Can You Raise Email Delivery, Open + Click-Through Rates?But Tech Isnt Enough. SoSlide Number 16People Think In Ordered ListsBeerBrands Find New CategoriesTheres Always A New CategorySlide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Slide Number 28Slide Number 29Skip Right Past #1 - #9 To New Category Space 0Skip Right Past #1 - #9 To New Category Space 0How To Appear In Space 0Ladder Hopping QuestionsSlide Number 34Deep Dive Your Competitions Business ModelsSlide Number 36Disruption = Applying Different Business Models To Your IndustryExperiment With Different Pricing ModelsSlide Number 39Slide Number 40Slide Number 41Slide Number 42Modeling QuestionsSlide Number 44Product Iteration Should Never StopBuild > Measure > LearnAccelerate Feedback WithBusiness Model PivotsIteration QuestionsSlide Number 50Leverage TIME COP DOCSlide Number 52Ebrace Marketing TrendsLeverage MomentumOPP = Other Peoples PlatformsSlide Number 56Slide Number 57How To Amplify Growth?The Growth GridCan You Find The Constraint?How To Remove Constraints?Successful Leverage PlaysSlide Number 63