12. Discussion points
1. Do you agree with the model ? Have
you explicitly followed it ?!
2. The big downside of the model is that it
doesn’t drive customer centricity -
which can impact repeat rates and a
path to profitability!
18. Discussion point
1. Which model do you employ ?!
2. How much do you burn and why ?!
3. Burning LifeTime Value is much more difficult that
it sounds, modelling LTV on sparse data is hard,
modelling cash-flow is hard. Do you model Life
Time Revenue ? or Life Time Contribution ?!
4. What are the leading indicators of LTV that you
track ?!
5. What is the right data architecture to do
progressively evolve this ?
20. What are your scaling
levers ?
Improve!
conversion!
rate
Improve!
margin
Grow
supply
Launch
new
markets
Launch
new
channels
Optimise
channel
performance
21. Discussion points
1. Almost always in every business I’ve been involved in the single
biggest driver of growth within a market has been supply - do you
agree (Businesses normally find a couple of scaling channels - and
optimise them (e.g. SEO and SEM) - then focus on acquiring supply to
grow within a market)? !
2. If this is the case - how do you separate this from marketing driven
growth ? How do you explicitly make this clear within the business
KPIs ?!
3. How do you prioritise a dev queue over market expansion, supply
growth, new channel testing and optimisation ?!
4. I used to say that a performance marketing powered business grew at
the rate it grew conversion rate - but these days I see conversion rate
as an optimisation and a competitive benchmark of your product - not
a scaling lever of growth - do you agree ?
28. Discussion points
1. Do you agree ? That CPA and LTV are the most
competitive metrics within the business ?!
2. Do you agree that conversion rate and repeat rate
demonstrate how better your product offering is
vs the competition?!
3. What other metrics do you track to understand
how good your competitors product is ?!
29. How to build a product with
acquisition built in
38. Discussion points
1. There is a symbiotic relationship between product and
traffic!
2. If you explicitly set your self the goal of increasing
conversion rate, or revenue per customer, this will be
highly dependent on the traffic stream you have built
the business on!
3. This stretches beyond landing page optimisation to the
core product - the products that sell, and the UX you
need to develop to sell them is dependent on - hence
separating traffic from product is not a good idea !
46. Building a viral loop
Customers find
customers
Conversion to
sign up
Conversion to
repeat / premium
47. The levers of viral driven business:!
!
1. Viral mechanics!
2. NPS
48. Discussion points
1. Is this ever really an option ? Or only a
route for category leaders ?!
2. How do you layer this on post launch ?
Who has done this ?!
3. What is the direction this pushes
product in - does it support the same
ends as performance marketing ?