5 Strategies For Uncommonly Rapid Growth

#FlightClub @RolandFrasier
Native Commerce & Digital Marketer
5 Strategies For
Uncommonly Rapid
Growth

Can You Finish
The Maze In 20
Seconds Using
Just Your Eyes?
Start
Finish

Lateral Thinking:
Move outside the
implied rules of the
system
Start
Finish
What assumptions
are impeding your
speed right now?

DisruptiveThinking:
Make new rules or a
new system
Start
Finish
What assumptions
are impeding your
speed right now?

This is a sample of bold
text on a full color slide.
This is good for quotes,stats,
dividers,etc.
#1 Unbox

Think Laterally
• Ask how can I grow 10x… 100x?
• Most people and business focus on
Optimization which yields Linear Growth
• We also want to focus on Innovation
which yields Exponential Growth

The police receive an anonymous tip and
raid a house to arrest a suspected murderer.
They don’t know what he looks like but
they know his name is John and that he is
inside the house.
The police bust in on a carpenter, a taxi driver, a mechanic and a
fireman all playing poker. Without hesitation or communication of
any kind, they immediately arrest the fireman. How do they know
they've got their man?

Apply Lateral Thinking
• What pre-conceptions about your life or
business are currently holding you back?
• What factual assumptions are you making
that may not be actual facts?
• What language patterns are you using as
you frame possible solutions that may lead
you to make incorrect assumptions?
• Frame growth questions in terms of ideal
desire + constraint...

Build A $50k/Month Content Team Generating
OrganicTraffic
How Can We Get $18M/Month Of Traffic For
Only $50k/Month?

How Can We BuyA $375k Company For $50k With No Financing?
Their Price, Our Terms / Our Price, Their Terms
$375k Price
(205k) Carve Out Annual Renewals
(120k) Assign MRR For 12 Months
( 50k) Cash Payment
---------
$375k Total Payments

How Can We Get $1+ Fan Page Likes For < 7 Cents?
Step 1: Topic Feeder Pages > 5-7 Cent Likes
Step 2: Interest Pages > 10-15 Cent Likes
Step 3: Primary Page> 30 Cent To $1+ Likes
Use topic pages to send traffic to Interest pages and multiple
interest pages to prop up primary FB page.
70k+ likes in 30 days on $5k ad spend.

HowCan You Raise Email Delivery,Open + Click-ThroughRates?

But Tech Isn’t Enough.So…
How can we prove the receiver
actually wants our emails?
• Order Receipt
• Welcome Email
• Preparing Your Order
• Shipping Confirmation
• Login Info
How can we ensure more
people open and click?
• A/B Test Subject (10%)
• A/B/C Test Body (10%)
• Mail Remaining 80%
• Bonus (To Opens Only)
• Close (To Clicks Only)

dividers,etc.
#2 Hop

People Think In Ordered Lists
• On A Scale Of 1 To 10… The Top 3…
• You currently occupy a rung on some ladder
• To move up, you really have only 3 strategies
– Move up the ladder by “paying your dues”
– Hop to a different ladder
– Create a new ladder where you are #1

Beer
Imported Beer
Mexican Beer German Beer Japanese Beer
Domestic Beer
#1 In USA #1 In Germany
Lite Beer Craft Beer Beer With An Orange

Brands Find New
Categories
32,000 Types Of
Beer In Over 100
Categories

There’s
Always A
New
Category
There Are Over 2,800 Categories + Sub-Categories For Kindle Books

Ladder Hop By DifferentiatingYour Value Curve
Step 1: Identify 3 to 7 key value factors for your industry,product or service
Step 2: Which factors should be reduced below industry norms
Step 3: Which factors should be raised above industry standards
Step 4: What new benefits should be created that are not currently offered
Step 5: Which features should be eliminated that the industry offers

OfferingLevel
Low
High
KeyValue Factors
Price
Quality
Package Newness Origin
Service Speed
Competitor

OfferingLevel
Low
High
KeyValue Factors
Price
Quality
Package Newness Origin
Service Speed
Competitor
Your Product

Differentiate Your Value Curve

Differentiating To $3.3 Billion
Amazon
• Fixed Price
• FBA
• SEM: $1.35B Spend
• No Acquisition
Jet ($1B @ $50 CPA)
• Variable Price: Smart cart lets users pay less
(bundle, no returns,no credit card = pay less)
• No FBA: Bundling = > Retailer Profits
• No SEM: $20M/Month Mass Marketing
• Acquisition: Retailers can get customer info

Differentiating To $2.8 Billion
Amazon
• Warehousing +
Marketplace
• Ads: 3% of Revenue
• Not IndustrySpecific
• 33% Of Online Sales
Wayfair ($62 CPA $76 ICV)
• Storm OMS: Minimizes warehousing,
integrates with 7k suppliers/7M SKUs
• Advertising: 12% of Revenue
• Industry Specific: Carries products Amazon
does not, Investing in AR via WayfairView
• 33% Of Online Home Furnishing Sales

Can You Ladder Hop To A Higher Valuation?
Industry
Edu. Services
Publishing
Bus. Services
RE Services
Multiple
8.5
10.18
12.52
16.13
Industry
Entertainment
Diversified
Finance Serv.
Retail Internet
Multiple
12.61
19.82
35.29
42.14
A 4X Valuation Bump By Hopping Categories
Source: valuationacademy.com/industry-specific-multiples#FlightClub @RolandFrasier

How To Hop From 10th Past 1st In Search?

Skip Right Past #1 -#9 To New Category Space 0

HowTo Appear In Space 0
• Identify Question Queries
(Answer The Public)
• Find Queries That Already
Have Answer Box Results
• Make Better Content
• Must Be On Page 1, Not #1
• Format To Match
Paragraph, List/Table
• Answer Queries In Title,
Caption, Label + Header
• Entice Click-Throught
Using 6+ Items In List

Ladder Hopping Questions…
• What ladders and what rung are you on now?
• Can you hop to another ladder to move up faster?
• Are you currently in the right value curve? Category? Industry?
• Could you reposition your model to compete better?
• Can you hop to the top of search with Snippets?

dividers,etc.
#3 Model

Deep Dive Your Competition’s Business
Models
• Use the Lean Canvas or Business Model
Canvas to clone their business models
• Review these models and design your own
based on the best parts of theirs
• Experiment with different variations of
business models to find the best path
• Gather ideas for tests, test and optimize

Disruption = Applying Different Business Models To Your Industry
• Landlord (Physical/IP)
• Affiliate
• PayAs You Go
• Publisher
• Franchise
• Manufacturer/Sales Rep
• Wholesaler
• Broker
• Reseller/VAR
• Retailer
• Network Marketing
• All you can eat
• Direct Seller
• Subscription

Experiment With Different Pricing Models
• Free (Ad Supported)
• Freemium
• Value Based
• Tiered/Volume
• Feature + Add-Ons
• Low Price
• MSRP/MAP
• Free + Paid Support
• “Cost +” or“x Cost”
• Portfolio/Suite
• Commodity
• Razor + Blade
• Premium/Luxury
• Discount

HowCan We Quickly Expose New Sites To Existing Traffic?

AffinityTraffic: SimilarWeb.com

HowCan We Quickly Build A 1 Million Name Mailing List For A New Property?

Modeling Questions…
• What business models are your competitors using now?
• How would you change your existing business model knowing what
you know about your competitors?
• Can you apply different business or pricing models to your industry to
disrupt it?
• What’s working for other people in and outside your industry that you
can adopt to improve your business?

dividers,etc.
#4 Iterate

Product Iteration Should Never Stop
PSF/PMF + PFM (People + Fun + Money)
Kaizen “ABI”ALWAYS Be Iterating
If you don’t someone else will be…
It’s why AirBnB isn’t Hilton or Marriott
It’s why Newspapers didn’t start Craigslist
It’s why Blockbuster never saw Netflix
coming
Image Source: Ash Maurya

Build > Measure > Learn
• Shorten the BML loop with Fast Feedback
• Build MVP First OR Start With Your Existing
Product/Service, then Test it.
• Measure Results
• Learn What To Test Next From Data Analysis
• Create Product Iteration that better solves
the customer’s problem. Verify leaps of faith,
value hypothesis + growth hypothesis

Accelerate Feedback With…
• Mentors: Virtual (Videos, Books, Etc.) + Live
(Unpaid Deep Relationships)
• Masterminds: Paid formal + Unpaid informal
• Strategic Partners: From your network, mentors
and masterminds
• Fans: Your early adopters and best customers are
okay with flawed MVPs. Genchi Genbutsu + Sakichi
Toyoda’s 5 Whys
#FlightClub @RolandFrasierImage Source: Ash Maurya

Business Model Pivots
Zoom-In
Zoom-Out
Technology
Platform
Channel
Value Capture
Growth Engine
Customer Need
Customer Segment
Business Architecture

Iteration Questions…
• Do you currently have a BML Loop to continually improve PMF
• Are you working with people you like, have fun and make $ with?
• What can you do to accelerate feedback and iterate better + faster?
• How can you best engage your biggest fans in the BML loop?

dividers,etc.
#5 Leverage

Leverage“TIME COP DOC”
• Trends
• IT
• Momentum
• Employees
• Customers
• Ops
• Platforms
• Distribution
• Overstocks
• Content

Trendwatching.com
is an excellent
source of info on
innovations and
trends across all
industries

Ebrace Marketing Trends
• Audio Personal Assistants (Siri, Alexa, Google
Now, Cortana)
• Conversational Commerce (Chatbots)
• Messaging App API Integrations
• Unified Commerce
• Augmented + Virtual Reality

Leverage Momentum
• Objects in motion tend to stay in motion.
• Chunk for tiny wins
• Leverage people + businesses that already
have momentum
• OSP = Your super power + others’super
powers means no still starts

OPP = Other People’s Platforms

HowCan You Create $50k/Month Of BrandedContent For $3k Per Month
With No Contractors Or Employees?

Reduce Inventory Costs
Leverage Other Relationships
Access Sales Rep Networks
Tap A Customer Base
Add Brand Affinity Credibility
Leverage Celebrity
HowCan You Leverage Strategic PartnershipsTo…

Viral: Viral Coefficient > 1.0
Stick: Acquisition > Churn.
Paid: Marginal Revenue > COCA
How To Amplify
Growth?
How will your
existing customers
help you to get
more customers?
@RolandFrasier | Image Source: Ash Maurya

The Growth Grid
@RolandFrasier
Product Leads Acquisition Activation Retention Referrals (Per Activation) Total Revenue DPL LTV
# # % # % # % # % $ $ $
Product 1 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 2 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 3 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 4 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 5 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 6 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 7 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 8 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000
Product 9 1,000 100 10.00% 10 10.00% 1 10.00% 2 0.2 $1,000 $1 $1,000

Can You Find The
Constraint?

How To Remove
Constraints?
# Of Visitors
Per Week
# Of Leads
Per Week
# Of Trials/
Renewals
# Of Referrals
Per Week
Revenue
# Of Leads
Per Week
# Of
Customers
Per Week
Goal

Successful Leverage Plays…
• Dropbox, Uber, Harry’s, Groupon, Blue Apron =
Bribes
• One Plus, Naked Wines + Gmail = Waiting List
+ Invites
• Etsy, Udemy, Tinder = Live Events
• Facebook, Lyft + Yelp = Geo Launch

dividers,etc.
Thank you!

5 Strategies For Uncommonly Rapid Growth

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5 Strategies For Uncommonly Rapid Growth