Slides from my talk at @_thefamily London

1. @nilanp
Product
Growth
People
Growth

2. @nilanp
1. Growth at TransferWise

3. @nilanp
1. Growth at TransferWise
2. 5 steps to replicate this in your
organisation

4. @nilanp @flat__mike

5. @nilanp
1. Growth at TransferWise
2. 5 steps to replicate this in your
organisation

6. TransferWise was started
to solve a problem
@nilanp@nilanp

7. What is TransferWise
What is borderless

8. @nilanp @flat__mike
Moving more than
£3 Billion per month

9. @nilanp @flat__mike
Saving our customer more
than £3m per day
30 price drops in the last 9
months

10. @nilanp @flat__mike
Over 4m customers worldwide

11. @nilanp @flat__mike
Over 2m debit card
transactions + over £2bn in
deposits

12. @nilanp @flat__mike

13. @nilanp @flat__mike
Profitable for 2 years

14. @nilanp @flat__mike
Evangelism is the biggest
driver of growth

15. Why do people recommend our
product ?

16. @nilanp
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters

17. @nilanp
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Total
Promoters - Detractors
= NPS

18. @nilanp
The NPS Richter scale

19. @nilanp
1 2 3 4 5 6 7 8 9 10

20. @nilanp
If promoters >
detractors you WILL
grow

21. @nilanp
N.B. This is hard.

22. It works !
(But barely)

23. It works !
(But barely)
It works with
no significant
issues !

24. It works !
(But barely)
It works with
no significant
issues !
It works. Wow
that was slick

25. It works !
(But barely)
It works with
no significant
issues !
It works. Wow
that was slick
You’ve just blown
my socks off that
was incredible

26. RATIONalRational Emotional

27. RATIONalProduct Mission

28. RATIONal
Speed
Price
Convenience
Coverage
Mission

29. To achieve advocacy your product
needs to be an order of magnitude
better than the alternative

31. But don’t do this as “growth hack” do
it because its the right thing to do

32. RATIONal
Speed
Price
Convenience
Coverage
Mission

33. You can’t copy
that !

35. Money without borders.
Instant, convenient, transparent
and eventually free
We’re powering money for people and businesses:
to pay, to get paid, to spend, in any currency,
wherever you are, whatever you’re doing

36. @nilanp
1. Growth at TransferWise
2. 5 steps to replicate this in your
organisation

37. Step 1 - Find your mission
Step 2 - Let your customers lead you
Step 3 - Build a 10x product
Step 4 - Marketing at TransferWise
Step 5 - Scale
@nilanp @cataflu

38. We are
a Mission Driven
Startup
@nilanp @cataflu

39. A mission driven
organisation is…
… a catalyst for
changing the world
@nilanp @cataflu

40. We didn’t have a
mission for our first
5 years
@nilanp @cataflu

41. But we are were always
customer led
@nilanp @cataflu

42. Step 1 - Find your mission
Step 2 - Let your customers lead you
Step 3 - Build a 10x product
Step 4 - Product growth=People Growth
Step 5 - Scale
@nilanp @cataflu

44. RATIONal
Make
customers
happy

45. RATIONal
Make
customers
happy
Make
money

46. RATIONal
Make
money

47. RATIONal
Make customers
happy
sustainably

48. Have one list

49. But how do you explain this to
shareholders ?
@nilanp

50. @nilanp
Customer led
Growth

51. @nilanp
Customer led
Growth
Create a huge
amount of value

52. @nilanp
Customer led
Growth
Create a huge
amount of value
Capture less
than you create

53. @nilanp
Customer led
Growth
Create a huge
amount of value
Capture less
than you create
Create a huge
amount of good
will

54. @nilanp
Customer led
Growth
Create a huge
amount of value
Capture less
than you create
Create a huge
amount of good
will
Word of mouth
growth

55. Being customer led means putting
customers ahead of shareholders
Relentlessly listening to them will
help you discover your Mission
@nilanp
Let your customers lead you
(to your mission)

56. Step 1 - Find your mission
Step 2 - Let your customers lead you
Step 3 - Build a 10x product
Step 4 - Product growth=People Growth
Step 5 - Scale
@nilanp @cataflu

57. Not all products generate customer
led growth
@nilanp

58. 10x products generate customer led
growth
@nilanp

59. How to build something that is 10x
better than anything else in the
market ?
@nilanp

60. Build something that doesn’t exist
@nilanp

61. Build something that you don’t know
could ever exist
@nilanp

62. @nilanp
Singapore

63. @nilanp@nilanp
UK

64. To build a 10x product you need to build
something that doesn’t exist.
This takes a long time - and usually has many
set backs
To get through these you need to build
conviction on what matters to your customers
@nilanp
Build a 10x product

65. Step 1 - Find your mission
Step 2 - Let your customers lead you
Step 3 - Build a 10x product
Step 4 - Marketing at TransferWise
Step 5 - Scale
@nilanp @cataflu

66. What is the problem
marketing is solving ?

72. Viral growth.

76. SEO.

79. Marketing teams can also focus on
helping customers understand the
value products create

80. Step 1 - Find your mission
Step 2 - Let your customers lead you
Step 3 - Build a 10x product
Step 4 - Mission driven marketing
Step 5 - Scale
@nilanp @cataflu

81. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp

82. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness

83. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Currencies OperationsVerificationConversion Experience ViralityComparison
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness

84. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Central teams

85. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Central teams
Regional teams

86. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Central teams
Regional teams
Use case teams

87. Autonomous
independent teams that focus
on KPIs that make a
difference to customers and
drive growth
@nilanp
Central teams
Regional teams
Use case teams
Platform teams

88. We have over 1,500 people working
in autonomous teams today in offices
from Singapore to New York
@nilanp @flat__mike

89. Number of new users
Time

90. Number of new users
Time
Size of transactional
and support teams

91. Number of new users
Time
Size of transactional
And support teams
Probability of fucking up

92. New trajectory
Time
Size of transactional
And support teams

93. We grow at the rate we hire and
onboard our people to have an impact
@nilanp

94. Number of new users
Time
Size of transactional
And support teams
Number of leaders in
the organisation
Leadership

95. Number of new users
Time
Size of transactional
And support teams
Number of leaders in
the organisation

96. We grow at the rate we hire and grow
our leaders so they can support
our people in having an impact
@nilanp

97. Once it’s working your growth rate is
limited by the rate at which you hire
and inspire people
@nilanp
Scaling

98. Step 1 - Find your mission
Step 2 - Let your customers lead you
Step 3 - Build conviction
Step 4 - Mission driven marketing
Step 5 - Scale
@nilanp @cataflu

99. @nilanp
1. Growth at TransferWise
2. 5 steps to replicate this in your
organisation

100. @nilanp
Onwards