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@nilanp
The Mission
Driven
Startup.
@nilanp
1. Growth
2. Culture
3. Practices
First introductions.
@nilanp
INTROS
TransferWise…
a Mission Driven
Startup ?
TransferWise was started
to solve a problem
@nilanp@nilanp
In our case a personal pain point helped to see
an epidemic dysfunction in the entire industry,
which lacked any natural force of
improvement or move towards resolution. 
— Kristo Käärmann & Taavet Hinrikus
@nilanp@nilanp
TransferWise in one slide
@nilanp
@nilanp
A Mission Driven Startup =
A catalyst for achieving
a change in the world
@nilanp
1. Growth
@nilanp
£0.1 Million ➤ £1 Billion
@nilanp
60 ➤ 650 TransferWisers
@nilanp
Evangelism is the biggest
driver of growth
We believe we can create evangelical
customers.
Why do people recommend our
product ?
RATIONalRational Emotional
RATIONalProduct Cause
RATIONal
Speed
Price
Convenience
Coverage
Cause
To achieve advocacy your product
needs to be an order of magnitude
better than the alternative
The Mission Driven Startup
But don’t do this as “growth hack” do
it because the world deserves it
RATIONal
Speed
Price
Convenience
Coverage
Cause
The Mission Driven Startup
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
You can’t copy
that !
2. Culture
Culture = optimising for speed
We work in autonomous
independent teams that focus
on KPIs that make a
difference to our customers
and drive our growth
@nilanp
@nilanp
The currencies teams launches
new currencies
@nilanp
@nilanp@nilanp
It is autonomous & independent
@nilanp
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness
Currencies OperationsVerificationConversion Experience ViralityMarketing
@nilanp
Regulated
and
available
Instantly
and almost
zero cost
IdentityOnboarding Worry Evangelism
Problem
awareness
@nilanp
What drives our growth rate ?
We grow at the rate we solve our
customers problems.
@nilanp
Singapore
We grow at the rate we hire people
and help them have an impact on our
mission.
3. Practices
Teams
Principles
Product Engineering
Teams
Learn to work with each other
Define (+ measure) the problem
Develop a solution
Prototype + Iterate
Build conviction
Scale
Work as a team
Define the problem
Prototype and iterate solutions
Build Conviction
Scale
@nilanp@nilanp
Team Maturity
Principles
The Mission Driven Startup
The Mission Driven Startup
The Mission Driven Startup
Values = Common Sense
How we build product
Weak product ownership
Every part of the product is owned
Every team can change any part of the
product
The Mission Driven Startup
Product.
Marketing.
Weak product ownership
@nilanp
You cannot tell an engineer
what to do .
@nilanp
If you fail to inspire an engineer
You will fail to inspire customers
@nilanp@nilanp
Building + Hiring
Product Engineers
@nilanp
1. Growth
2. Culture
3. Practices
TransferWise
@nilanp

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