"Traction. A startup guide to getting customers" (2014). Gabriel Weinberg & Justin Mares Book review.

1. Summary & Key Points
“Traction. A Startup Guide to
Getting Customers”
Polina Feshchenko
Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups JYU. Since 1863. 19.1.2019

2. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
2
Introduction
• “Traction: A Startup Guide
to Getting Customers”
• Gabriel Weinberg & Justin
Mares
• 2014
• Main topic of the book:
“Traction trumps everything.
Get traction to your business
to make it successful.”
9.1.2019

3. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
3
Agenda
❖What is “Traction”?
❖Traction channels
❖Topic 1: Bullseye framework & steps
❖Topic 2: The 50% rule
❖Topic 3: Moving the needle
❖Topic 4: Critical Path
❖Key takeaways
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4. 4
What is “Traction”?
“Quantitative evidence of customer demand.”
The clear indication of business growth in
numbers. And the growth is rapid.
Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
49.1.2019

5. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen,J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups JYU.
Since 1863.
5
Traction Channels
1. Viral marketing (triggering WOM)
2. Public Relations (public messaging)
3. Unconventional PR (public
stunt/customer appreciation)
4. Search Engine Marketing
(Google AdWords, Microsoft AdCenter)
5. Social & Display Ads
6. Offline ads (TV, radio, etc.)
7. Search Engine Optimization
8. Content Marketing
9. Email Marketing
10.Targeting Blogs
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11. Engineering as Marketing (creating tools)
12. Business Development (partnerships)
13. Sales (generating leads and converting them into
customers)
14. Affiliate programs (certain actions
performed through other people/companies)
15. Existing platforms (e.g. App Stores,
Mozilla/Chrome extensions, social)
16. Trade Shows
17. Offline events (small meetups/conferences)
18. Speaking Engagements (spread story)
19. Community Building (make connections
between users and build relationships)
59.1.2019

6. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
6
Topic 1: Bullseye Framework
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“Zooming out the best options/ideas as quickly and cheaply
as possible.”
Helps to identify and choose the right channel to get traction
from and to which focus on first.
The idea is simple: if you can get a single distribution channel
to work – you have a great business.
5 steps:
1. Brainstorm (consider every channel)
2. Rank
3. Prioritize (have 3 in inner circle)
4. Test (which is cheapest? most effective?)
5. Focus (optimize)
Rinse, repeat.

7. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
7
Bullseye Framework
Step 2: Ranking
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8. 8
Topic 2: The 50% Rule
The Product Trap: “if you build it right, they
will come.”
Traction and product development (e.g.
Lean Startup) can work together, but are of
equal importance - 50% of time should be
spent on both.
Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
89.1.2019

9. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
9
Topic 3: Moving the Needle
→ Focusing on marketing activities that result in measurable, significant
impact for the company.
Phase I – making something people want (getting first few customers)
Phase II - marketing it (getting enough customers to feel sustainable trends)
Phase III – scaling the business to dominate the market and profit (scaling
marketing channels for sustainable business)
Some traction channels are good at early stages, but bad at late (due to small
volumes), while some are viceversa (e.g. PR), so what moves the needle
changes all the time.
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Topic 4: Critical Path
Reaching traction goals with fewest steps possible
❏ Focus on traction & define its goals
❏ Define milestones to reach these goals → put them in
order → reassess after each one is done
❏ Define small paths (e.g. of other departments) that will
form the main one
❏ Get good mentors
Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
109.1.2019

11. Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
11
Key takeaways
➔Maximize your chances of getting traction from a chosen
channel with Bullseye 5-steps framework
➔Choose and focus on one channel at a time
➔Test a lot and optimize; repeat Bullseye when needed
➔Traction and product development should share
50% of time each
➔What change in growth metrics will move the needle?
➔Always have a traction goal and stay at your critical path
➔Don’t be biased about channels
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Thank you!
Questions?
Abrahamsson, P., Himmanen, J., Impiö, J., Kemell, K-K., Kultanen, J. & Risku, J. (eds) / TJTS5792 Advanced Lean Startups
JYU. Since 1863.
129.1.2019