Deliberate Growth Framework for Startups

INTRODUCING THE DELIBERATE GROWTH FRAMEWORKLincoln Murphy, Founder

Sixteen Ventures

100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being

DELIBERATE.

Deliberate = “done consciously and

intentionally”

http://sixteenventures.com/



Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Deliberate Growth Framework

Get Deliberate





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Why Get Deliberate?• Throwing a bunch of stuff at the wall and

seeing what sticks is for amateurs

• It wastes time, resources, energy,

money, etc.

Deliberate Growth Framework http://sixteenventures.com/



Question!

How many of you believe that,

given enough time, money, and

resources, anything is possible?




HAND RAISING CLINIC!

Why Get Deliberate?• Grow because of – not in-spite - of your

efforts

• No More Sloppy Progress!




Sloppy Progress• Accepting any growth as good growth

• Focusing on Vanity Metrics

• Seeds of Churn are Planted Early





Churn = Bad





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Question!

How many of you had heard of

Customer Success before

today?




Question!

How many of you have

implemented Customer Success

in your business?




customer success = “Your customer achieving their Desired Outcome

through their interactions with your company.”




Customer Success Management = “Proactively

managing the process of your customers achieving their

Desired Outcome”Deliberate Growth Framework http://sixteenventures.com/



Customer Success is Hot


• Part of the SaaS Business Model now

• Driver of Customer Lifetime Value (LTV)

• Longer Lifetime

• More Revenue

• Second Order Revenuehttp://sixteenventures.com/



When to do Customer Success?


• Before you Launch (or Now)

• Churn Kills

• Company Value

• Morale

• Total Addressable Markethttp://sixteenventures.com/



When to do Customer Success?


• Only Acquire Customers with Success Potential

• Technical Fit

• Functional Fit

• Experience Fit

• Support Fit





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




What is Desired Outcome?


• What they want to achieve through their

interactions with your company

• Required Outcome + Appropriate

Experience




The Success Gap


• Their Desired Outcome may only be

achieved outside of your product

• The best companies understand &

bridge this gap


http://sixteenventures.com/customer-success-desired-outcome

http://sixteenventures.com/success-gap



Protip: How to use Desired Outcome in your Marketing




“Enter the conversation already taking place in your customer’s mind.” – Robert Collier




“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937




Success = Their Desired Outcome




The topic of the conversation in their

mindSuccess = Their Desired Outcome





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Question!

How many of you know what

FOMO means?




What is FOMO?


• Fear of Missing Out

• “… we must sign that customer no matter what”

• “… ‘go wide’ … don’t narrow your focus”

• “… take that custom dev …”




Question!


experience FOMO before?







The Reality of FOMO


• You ARE missing out by not focusing

• Real, Actionable Insights

• It’s better to not sign a customer who’s a

bad fit now and possibly sign them later

when they are a good fithttp://sixteenventures.com/




Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Question!


developed an

Ideal Customer profile?


http://sixteenventures.com/ideal-customer-profile



What is an Ideal Customer?


The customer type that – over a strictly-

defined time frame - you will dedicate

Sales and Marketing Resources to

acquire.




Ideal Customer Profile Framework

Goal + Time + Maturity

= Situation





Ideal Customer Profile

Ready

Willing

Able

Success Potential

Acquisition Efficiency

Expansion Potential

Advocacy Potential





Ideal Customer Profile

Ready

Willing

Able

Success Potential

Acquisition Efficiency

Expansion Potential

Advocacy Potential

Situation





Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?




Ideal Customer Profile is Powerful


• Deliberate Customer Acquisition!

• Generally you can only test tactics; this

allows you to test customers

• Kills FOMO because it’s temporary




Is this just Persona Mapping?


• No.

• Persona mapping comes AFTER you’ve

identified your Ideal Customer

• Personas are different depending on

customer typehttp://sixteenventures.com/




Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




@lincolnmurphy

Lincoln Murphy, FounderSixteen Ventures

https://twitter.com/lincolnmurphy


Small Business & Entrepreneurship

Deliberate Growth Framework for Startups