1. Stacking the Odds for Authentic Growth
Sean Ellis
October 3rd, 2012
Blog: Startup-Marketing.com
Twitter: @SeanEllis
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2. Startup Growth Pyramid
Scale
Growth
Stacking
the odds
Product/Market Fit
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3. Authentic (Sustainable) Growth
Hook, Pro
mise • Understand must-have experience (MHX)
• Double down on enhancing MHX
• Calibrate hook & promise messaging
• Optimize flows to deliver MHX
Must-Have • Personalize lifecycle management
experience
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4. Steps for Stacking the Odds
Understand Macro Micro
MHX Optimization Optimization
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5. Indentify Must Have Users
Understand Macro Micro
MHX Optimization Optimization
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6. Narrow Down Must Have Benefit
Understand Macro Micro
MHX Optimization Optimization
Additional question for “Must Have” Users
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7. Understand Context of MH Benefit
Understand Macro Micro
MHX Optimization Optimization
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8. Convert to Must-Have Experience
Understand Macro Micro
MHX Optimization Optimization
Goals
• Max % that reach MH experience
• Desire – Friction = Conversion Rate
Must-Have • Build desire, reduce friction
experience
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9. Understand Initial Intent/Desire
Understand Macro Micro
MHX Optimization Optimization
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10. Uncover Points of Friction
Understand Macro Micro
MHX Optimization Optimization
• User testing (live or online)
• Example questions to ID conversion issues
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11. Optimize Conversions
Understand Macro Micro
MHX Optimization Optimization
Experiment to Max % to MHX
• Combos of hooks & promise
• Address conversion issues
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12. Macro Optimization Improves Odds
Understand Macro Micro
MHX Optimization Optimization
Improves…
- Habit
Must-Have - Loyalty
experience - Referrals
- Sales
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13. Micro Optimization Last
Understand Macro Micro
MHX Optimization Optimization
Default on macro, then segment
Micro is lifecycle management (per user)
1. Enhance engagement
2. Encourage sharing
3. Drive sales
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14. Enhance Engagement for Converted
Understand Macro Micro
MHX Optimization Optimization
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15. When Ready Encourage Sharing
Understand Macro Micro
MHX Optimization Optimization
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16. When Ready Drive Sales
Understand Macro Micro
MHX Optimization Optimization
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17. Stack the Odds for Authentic Growth
Understand Macro Micro
MHX Optimization Optimization Scale
Growth
Stacking
the Odds
Product/Market Fit
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