The Bullseye Framework: How Great Companies Grow CO-AUTHOR, TRACTION BOOK
@Kissmetrics #KissWebinar @jwmares
T H E B U L L S E Y E F R A M E W O R K T O D A Y W E ’ R E G O I N G T O TA L K A B O U T …
“Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction.” - T R A C T I O N B O O K
“Most startups don’t fail because they can’t build a product. Most startups fail because they can’t get traction.” (yes I’m quoting my own book. Sorry) - T R A C T I O N B O O K
M Y F I R S T O N E D I D :
“The #1 reason we pass on entrepreneurs we’d otherwise like to back is their focus on product to the exclusion of everything else.” - M A R C A N D R E E S E N
Product is fun. Traction is hard
“If you can get even a single distribution to work, you have a great business. If you don’t nail one, you’re finished.” - P E T E R T H I E L
H O W D O I F I N D M Y C H A N N E L ?
Framework The Bullseye
A 4-step process to finding your traction channel
S T E P 1 … B R A I N S T O R M
“If you can acquire customers in a channel your competitors are ignoring, that’s a huge competitive advantage.” - J A S O N C O H E N , W P E N G I N E
Framework The Bullseye 1. Brainstorm 2. Prioritize
Easy to test? Potential impact? Compound affects?
Also think about… Funding? B2B? Consumer? Traction goal? Customer LTV? Crowded channel? Unit economics? Competitors? How long?
Framework The Bullseye 1. Brainstorm 2. Prioritize 3. Test
Search for.. signs that a channel is working
*actual traffic graph
Some ideas of tests to run SEO Sponsor top pages that already have the rankings you want. Buy AdWords for top keywords, see how they convert.
Some ideas of tests to run Offline Events Attend 5 Meetup groups in a week. Create an event using Eventbrite. Try selling 25 tickets to prospective customers.
Some ideas of tests to run Social Ads Buy $500 worth of ads on Facebook, targeting different groups. Pay 5 smaller Instagram feeds to post your content 1-3x.
Some ideas of tests to run Content Marketing Hire a writer to create 3 killer posts and 1 infographic. Put 100% effort into promoting the 3 posts & infographic. Then evaluate.
Framework The Bullseye 1. Brainstorm 2. Prioritize 3. Test 4. Double Down
FIND what works AND do more of it
I N C O N C L U S I O N … AND ((most importantly) Crush It.
F I R S T 3 C H A P T E R S O F T R A C T I O N - T R A C T I O N B O O K . C O M K E E P U P W I T H M E - J U S T I N M A R E S . C O M @jwmares T H A N K Y O U !