A mental framework for startup growth

1. GROWTH MINDSET
A MENTAL FRAMEWORK FOR STARTUP GROWTH.
NopadonGrowthMindset
01.

2. Distro Hacker for
500 Startups.
Growth Marketing 16+.
Growth for Huddle.
Consultancy: 6 Years.
Severe Resting
Bitch Face.
WHO AM I?
02.
little intro…
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3. 500 Startups
In-House
Distro Team
World-Class
Growth Hackers

4. Video Gamer Community
& Game Reviews
SEO
Organic Site visits
from4-7K visits a day
to 45-50K visits a day
03.
PAST
WORK.
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5. 04.
PAST
WORK.
10th employee
Users : 0 to 100K+ in a year
increase LTV by 550%
Reduced CAC by 86%
Aha Moment
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6. 05.
PAST
WORK.
first employee
Revenue : 0 to £100K MRR+ in 3 years
SEO: 115th to 3rd in a year
Created inbound funnel
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7. 06.
Largest MMA Brand in Asia
Top search rankings
300% increase in Traffic and in 3 Months
CONSULTING
WORK.
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8. A TYPICAL
CONVERSATION
WITH YOUR VC:
I need some
money so I
can get users
and make
you money…
07.
“ “
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9. 08.
WHAT IS A
GROWTH
MINDSET?Who in your
organisation is
responsible for
growth?
Do you have a
growth team?
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10. THE TRUTH
09.

11. 10.
YOU’RE IN
THE DANGER
ZONE.
1.Limited amount of
money & resources.
2.must show traction
or you’ll die
3.must get out of this
zone to survive
4.time is against you.
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12. THE MINDSET
11.

13. NUMBER
OF GUESTS
STAYING
WITH AIRBNB
15M
10M
5M
2010 2011 2012 2013 2014 2015
0
17M
12.
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14. 13.
THERE IS
NO MAGICAL
MARKETING
CHANNEL
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15. 14.
WHAT IF I
TOLD YOU IT
WAS THIS?
Process!
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16. HOW DOES YOUR
DEV TEAM WORK?
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15.

17. 16.
LOOK AT ALL
THE DATA
THAT IS
AVAILABLE
TO US
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18. 17.
CHANNELS
/TACTICS
COME
AND GO
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19. 18.
YOU
ARE
UNIQUE.
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20. GROWTH IS
NOT ONLY
TOP OF
FUNNEL.
19.
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21. 20
RETENTION SLIDE
80000
60000
40000
20000
users
time
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22. 21.
IT’S A
SCIENCE
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23. IT’S AN ART.
WE ARE
OBSESSED
WITH
SIMPLICITY.
22.
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24. LET IT
GO…
YOU WILL
FAIL.
23.
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25. RESIST THE
SHINY OBJECT!
24.
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26. IF YOU CAN’T TRACK
IT, DID IT HAPPEN…?
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25.

27. 1. A collection
of tactics or
tricks
2. getting lots
of sign ups
26.
GROWTH
HACKING IS
NOT:
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28. 27.
Lots of companies who have
grown a shit ton without
tradition brand marketing
and mass marketing
advertising campaigns
WHAT IS
GROWTH
HACKING?
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29. 28.
1.SEO
2.Product
3.Perfomance Marketing
4.Conversion
optimisation/AB testing
WHAT I
FOCUS ON:
5.Persona and Proposition testing
6.User Testing
7.Content marketing
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30. FOR EARLY, EARLY
STAGE STARTUPS…
29.
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31. 30.
GROWTH
MUST BE
GENUINE*
There is no point
trying to grow a shitty
product…it won’t grow.
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32. • There is no point
trying to grow a
shitty product…
it won’t grow.
31.
The #1 problem I’ve
seen with startups
I’ve advised, has been
they don’t actually
have product/market
fit when they think
they do.Alex Shultz –
“
“
VP Growth Facebook

33. 32.
WHERE IS THE LINE
BETWEEN PRODUCT
AND MARKETING?
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34. 33.
1.You solve a genuine problem
2.You do it better
3.You are aligned with your customers
4.Get more people to the wow moment,
more often, as fast as possible
WHAT IS
YOUR WOW
MOMENT?
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35. 1. Great product market fit+
2. MAU, 31 days, 32 days etc.
3. If you don’t have this, then
don’t try to scale
users
time
80000
60000
40000
20000
RETENTION
REVISITED
34.
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36. 35.
GROWTH
TEAM
REVISITED
1.Growth is an Organisation
wide priority.
2.What is your “North Star”
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37. 36.
OMTM
1.What is your One
Metric That Matters?
2.MAU, Sends, Rides
Booked, Nights
Booked etc.
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38. 37.
FOCUS ON
ONE USER
1.Why are they churning…
find out and fix it!
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39. 38.
NET PROMOTER SCORE
DETRACTORS
Net Promoter Score = % Promoters – % Detractors
PASSIVES PROMOTERS
0 1 2 3 4 5 6 7 8 9 10
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40. 39.
NET
PROMOTER
SCORE
CONT’D
1.Order of magnitude better
2.Banks charge 5% they charge .5%
3.Set hard KPI’s for NPS
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41. 40.
1.You must establish
product market fit!
2.Smoke test!
DON’T WAIT
TO MARKET
YOURSELVES
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42. 42.
WHAT WE
FOCUS ON @
THE DOJO
1.Understanding your customer needs
2.Communicating your proposition
3.Reaching and building trust and
credibility with new users
4.Building a growth engine
5.Identifying your growth levers
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43. Thank you
Wake up
Kick Ass
Repeat!
THANK YOU!
WAKE UP
KICK ASS
REPEAT
43.
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