Deliberate Growth Framework for Startups

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When it comes to growing a startup, there is only one proven, repeatable method and that is getting deliberate! This slide deck introduces the Deliberate Growth Framework for startups and includes Customer Success, Desired Outcome, FOMO, Ideal Customers.

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INTRODUCING THE
DELIBERATE GROWTH
FRAMEWORK
Lincoln 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
http://sixteenventures.com/

Deliberate Growth Framework
Customer
Success
Desired
Outcome
Eliminate
FOMO
Ideal
Customer
Get Deliberate
http://sixteenventures.com/

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?
Deliberate Growth Framework http://sixteenventures.com/

Why Get Deliberate?
• Grow because of – not in-spite - of your
efforts
• No More Sloppy Progress!
Deliberate Growth Framework http://sixteenventures.com/

Sloppy Progress
• Accepting any growth as good growth
• Focusing on Vanity Metrics
• Seeds of Churn are Planted Early
Deliberate Growth Framework http://sixteenventures.com/

Deliberate Growth Framework
Churn = Bad
http://sixteenventures.com/

Question!
How many of you had heard of
Customer Success before
today?
Deliberate Growth Framework http://sixteenventures.com/

Question!
How many of you have
implemented Customer Success
in your business?
Deliberate Growth Framework http://sixteenventures.com/

customer success =
“Your customer achieving
their Desired Outcome
through their interactions with
your company.”
Deliberate Growth Framework http://sixteenventures.com/

Customer Success
Management = “Proactively
managing the process of your
customers achieving their
Desired Outcome”
Deliberate Growth Framework http://sixteenventures.com/

Customer Success is Hot
Deliberate Growth Framework
• Part of the SaaS Business Model now
• Driver of Customer Lifetime Value (LTV)
• Longer Lifetime
• More Revenue
• Second Order Revenue
http://sixteenventures.com/

When to do Customer Success?
Deliberate Growth Framework
• Before you Launch (or Now)
• Churn Kills
• Company Value
• Morale
• Total Addressable Market
http://sixteenventures.com/

When to do Customer Success?
Deliberate Growth Framework
• Only Acquire Customers with Success Potential
• Technical Fit
• Functional Fit
• Experience Fit
• Support Fit
http://sixteenventures.com/

What is Desired Outcome?
Deliberate Growth Framework
• What they want to achieve through their
interactions with your company
• Required Outcome + Appropriate
Experience
http://sixteenventures.com/

The Success Gap
Deliberate Growth Framework
• Their Desired Outcome may only be
achieved outside of your product
• The best companies understand & bridge
this gap
http://sixteenventures.com/

Protip: How to use Desired
Outcome in your Marketing
Deliberate Growth Framework http://sixteenventures.com/

“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
Deliberate Growth Framework http://sixteenventures.com/

“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
Deliberate Growth Framework http://sixteenventures.com/

Success = Their Desired Outcome
http://sixteenventures.com/

Question!
How many of you know what
FOMO means?
Deliberate Growth Framework http://sixteenventures.com/

What is FOMO?
Deliberate Growth Framework
• Fear of Missing Out
• “… we must sign that customer no matter what”
• “… ‘go wide’ … don’t narrow your focus”
• “… take that custom dev …”
http://sixteenventures.com/

Question!
How many of you have
experience FOMO before?
Deliberate Growth Framework http://sixteenventures.com/

The Reality of FOMO
Deliberate Growth Framework
• 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 fit
http://sixteenventures.com/

What is an Ideal Customer?
Deliberate Growth Framework
The customer type that – over a strictly-
defined time frame - you will dedicate
Sales and Marketing Resources to
acquire.
http://sixteenventures.com/

Is this just Persona Mapping?
Deliberate Growth Framework
• No.
• Persona mapping comes AFTER you’ve
identified your Ideal Customer
• Personas are different depending on
customer type
http://sixteenventures.com/

@lincolnmurphy
Lincoln Murphy, Founder
Sixteen Ventures

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