Sean Ellis has helped companies like Dropbox, EventBrite and Xobni grow explosively. His expertise was also essential in guiding Uproar and LogMeIn to IPO. Learn how he did it.
6. My Lean Experience Collective experience outweighs mine Steve Blank recommended “lean” preso Then couple Eric Ries posts/presentations Limited time to participate in lean revolution But 15 years of “lean-ish” principles 3 startup-marketing.com
7. Objectives for Today’s Meeting Share insights for growing a valuable startup Fresh look at my approach growing startups using lean startup principles Work together to evolve our understanding of startup growth 4 startup-marketing.com
8. What are the Lean Startup Principles? Low burn by design (no scaling until revenue) Learn fast (fail fast) Rapid hypothesis testing about market, pricing, customers (customers & markets unknown) Metrics, iteration… Agile development What else? 5 startup-marketing.com
9. “Lean-ish” Marketing = Back-to-Back IPOs First Startup (1996 launch) Lead online game category Get users at cost lower than user value (ARPU) Minimize waste via sophisticated metrics Second Startup (2003 launch) Added qualitative research and funnel optimization 6 startup-marketing.com
11. Low value startups: Scaling or cost-effective marketing Valuable startups: Scaling cost-effective marketing 8 startup-marketing.com
12. Valuable Company Starts with Value Product/market fit = product is “must have” (value) Become a “must have” with customer development Validate “value” assumptions early (who needs/why?) Get users on first release ASAP Find “must have” users/use cases (facts outside building) Pivot if necessary to create value 9 startup-marketing.com
14. Pyramid through Lean Startup Lens Waste – Eliminate wasted time, money, effort… Focus – Channel resources to create value Speed - Get to next level as quickly as possible Learn – Hypothesize, test, refine 11 startup-marketing.com
19. Race to Scale – Key Projects Positioning - based on perceived value Right metrics - to channel resources Optimize conversions - LP & funnel Viable economics – monetize user value Scalable growth strategy - who/intent? What else? 16 startup-marketing.com
24. Valuable Company Some loss of control is good Understand via triangulation Origin tracking Trend correlation Surveys Feed the beast 21 startup-marketing.com
25. Channel Your Resources to Climb the Pyramid Scale Optimize Economics Positioning Product/Market Fit (Value) Twitter: @seanellis Blog: startup-marketing.com