![\"BAMF](\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/ROI-ROAARRR-at-NASDAQ.pptx-1.jpg\")
<\/h3>\nSoothe: Largest on-demand massage service and app now in 50 cities. <\/strong><\/h3>\nResults: <\/b><\/p>\n\n- 12 months of Month over Month double-digit revenue growth. <\/span><\/li>\n
- 23-31% MoM revenue growth each month in Q4 2015<\/span><\/li>\n
- Created Adwords and Facebook acquisition programs, scaled them 20X (2000%) between August 2015 and September 2016. <\/span><\/li>\n
- Increased download to activation rate from 6% to 20% for Soothe App. <\/span><\/li>\n
- Grew from 1 to 46 cities. <\/span><\/li>\n
- Placement in 100+ National and Local Publications and TV Shows, including Ellen, USA Today, Bloomberg, Techcrunch, etc. <\/span><\/li>\n<\/ul>\n
Funding: <\/b><\/p>\n
– Angel funding <\/span><\/p>\n– $10.6 MM Series A (after 2 years of work together,)<\/span><\/p>\n– $ 35 MM Series B (after 2.6 years or work together.)<\/span><\/p>\nWhat is Growth Marketing?<\/strong><\/h3>\nA process \u2026.<\/span>of research, prioritization, and rapid experimentation\u2026..<\/span>across marketing channels, product\u00a0<\/span>development, and messaging\u00a0<\/span>to identify the most effective and efficient ways to grow a business.<\/span><\/p>\n![\"BAMF](\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/ROI-ROAARRR-at-NASDAQ.pptx-2.jpg\")
<\/p>\n
Making a Company Grow <\/strong><\/h3>\nGet straight on these first. In this order:<\/span><\/p>\n\n- Principles <\/span><\/li>\n
- Process<\/span><\/li>\n
- Team <\/span><\/li>\n
- Tactics <\/span><\/li>\n<\/ol>\n
ROAARRR: A Simple Growth Framework<\/strong><\/h3>\nR<\/b>esearch <\/span><\/p>\nO<\/b>ptimization <\/span><\/p>\nA<\/b>cquisition <\/span><\/p>\nA<\/b>ctivation <\/span><\/p>\nR<\/b>etention <\/span><\/p>\nR<\/b>evenue <\/span><\/p>\nR<\/b>eferral <\/span><\/p>\nSome Principles of Great Growth Teams:<\/strong><\/h3>\n\n- Optimize for Impact.<\/span><\/li>\n
- Growth Is Art And Science.<\/span><\/li>\n
- Rapid Beats Perfect.<\/span><\/li>\n
- Growth Is Never Done.<\/span><\/li>\n<\/ul>\n
![\"BAMF](\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/ROI-ROAARRR-at-NASDAQ.pptx-3.jpg\")
<\/p>\n
Research: Where is the opportunity?<\/strong><\/h3>\n\n- Analytics instrumentation and Baseline <\/span>\n
\n- \u00a0Funnels <\/span><\/li>\n
- \u00a0Devices <\/span><\/li>\n
- \u00a0New vs Returning User behavior <\/span><\/li>\n
- \u00a0By Geography <\/span><\/li>\n
- \u00a0Time of Day <\/span><\/li>\n
- \u00a0Form Analytics <\/span><\/li>\n
- \u00a0Speed baseline<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Research: WHO are we targeting?<\/strong><\/h3>\n\n- Google Display <\/span><\/li>\n
- FB Audience Insights <\/span><\/li>\n<\/ul>\n
Research: WHY are they dropping off?<\/strong><\/h3>\n\n- Moderated User Testing <\/span>\n
\n- Better than usertesting.com<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
\n- \u00a0\u00a0Customer Development <\/span>\n
\n- Just do it FFS\u2026<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
\n- \u00a0\u00a0Polls <\/span>\n
\n- Hotjar, Qualaroo<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Optimization<\/strong><\/h3>\n\n- Create Experiment Matrix (ranked by what would make you the most money with the least effort).<\/span><\/li>\n
- Write Your Hypotheses and Run Your Experiments.<\/span><\/li>\n
- Experiment with Channel, Messaging, Pricing, Page Design, Copy, App Flow, Funnel Length, CTAs, Video, Imagery, Email Frequency, etc.<\/span><\/li>\n<\/ul>\n
Acquisition<\/strong><\/h3>\n\n- A) Digital<\/span><\/li>\n<\/ol>\n
\n- Adwords – they already want what you are selling. <\/span><\/li>\n
- Facebook – Lookalikes. Find your best customers. Tell Facebook to find more like them. <\/span><\/li>\n
- Re-Engagement Ads – Market to existing customers again. <\/span><\/li>\n
- Remarketing – GDN, Facebook. Market to those that did NOT convert. <\/span><\/li>\n
- GA Remarking Lists – can do \u201cdrip\u201d with creative.<\/span><\/li>\n<\/ul>\n
Acquisition \u2013 say NO to most things<\/strong><\/h3>\nWe said NO to: <\/span><\/p>\n\n- Social media marketing <\/span><\/li>\n
- Blogging <\/span><\/li>\n
- Content Marketing <\/span><\/li>\n
- Outdoor<\/span><\/li>\n
- Radio <\/span><\/li>\n
- Cable <\/span><\/li>\n
- Print \u00a0<\/span><\/li>\n
- Airlines Magazine <\/span><\/li>\n
- Our board. <\/span><\/li>\n
- And our CEO. <\/span><\/li>\n
- Our friends selling us $^%t. \u00a0<\/span><\/li>\n<\/ul>\n
Earned Media<\/strong><\/h3>\n\n- National PR<\/span><\/li>\n
- Financial PR <\/span><\/li>\n
- Local PR \u00a0– launches <\/span>\n
\n- have a playbook.<\/span><\/li>\n
- Coordinate tightly with supply if you are a marketplace.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Activation<\/strong><\/h3>\n\n- Raised download to register rate from 6% to 20% with 1 before-after test\/improvement. <\/span><\/li>\n
- Moderated user testing in airports while traveling. <\/span><\/li>\n
- Insight: TOO MUCH NAKEY TIME in the app at first glance for many female customers. <\/span><\/li>\n<\/ul>\n
Retention<\/strong><\/h3>\n\n- Manually, via Mailchimp for 6 months. <\/span><\/li>\n
- Mainly email, some SMS, etc. <\/span><\/li>\n
- Then shifted to Autopilot and more automation, triggers. <\/span><\/li>\n
- Segmentation.<\/span><\/li>\n
- Testing: Time of Day, Day of Week, Promotion Amount, Subject, Copy, Imagery.<\/span><\/li>\n<\/ul>\n
Revenue, Referral<\/strong><\/h3>\n\n- REVENUE <\/span>\n
\n- Price testing, esp. in certain cities – e.g New York.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
\n- REFERRAL <\/span>\n
\n- Incented, unincented. <\/span><\/li>\n
- Test them all: after registration. after purchase. after happy service completion.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
The Growth Process:<\/strong><\/h3>\n1.Collect Quantitative Data to Find Our WHERE<\/span><\/p>\nA) Build funnels for Desktop, Mobile, Native, New, Returning, by Country, etc. <\/span><\/p>\nB) See where the friction is in the funnels.<\/span><\/p>\n2. Collect Qualitative Data to Find out \u201cWHY?\u201d and \u201cWHY NOT?\u201d <\/span><\/p>\nA) Do moderate User Testing, not just UserTesting.com.<\/span><\/p>\nB) Use polls (Hotjar, Qualaroo).<\/span><\/p>\n3. Create Experiment Matrix (ranked by what would make you the most money with the least effort).<\/span><\/p>\n4. Write Your Hypotheses and Run Your Experiments.<\/span><\/p>\n5. Experiment with Channel, Messaging, Pricing, Page Design, Copy, App Flow, Funnel Length, CTAs, Video, Imagery, Email Frequency, etc. etc.<\/p>\n
Qualities You Want in\u00a0Growth Team Members:<\/strong><\/h3>\n\n- Scrappy \u00a0– figure out quick and dirty ways to test hypotheses. <\/span><\/li>\n
- \n
- 12 months of Month over Month double-digit revenue growth. <\/span><\/li>\n
- 23-31% MoM revenue growth each month in Q4 2015<\/span><\/li>\n
- Created Adwords and Facebook acquisition programs, scaled them 20X (2000%) between August 2015 and September 2016. <\/span><\/li>\n
- Increased download to activation rate from 6% to 20% for Soothe App. <\/span><\/li>\n
- Grew from 1 to 46 cities. <\/span><\/li>\n
- Placement in 100+ National and Local Publications and TV Shows, including Ellen, USA Today, Bloomberg, Techcrunch, etc. <\/span><\/li>\n<\/ul>\n
Funding: <\/b><\/p>\n
– Angel funding <\/span><\/p>\n
– $10.6 MM Series A (after 2 years of work together,)<\/span><\/p>\n
– $ 35 MM Series B (after 2.6 years or work together.)<\/span><\/p>\n
What is Growth Marketing?<\/strong><\/h3>\n
A process \u2026.<\/span>of research, prioritization, and rapid experimentation\u2026..<\/span>across marketing channels, product\u00a0<\/span>development, and messaging\u00a0<\/span>to identify the most effective and efficient ways to grow a business.<\/span><\/p>\n
<\/p>\nMaking a Company Grow <\/strong><\/h3>\n
Get straight on these first. In this order:<\/span><\/p>\n
- \n
- Principles <\/span><\/li>\n
- Process<\/span><\/li>\n
- Team <\/span><\/li>\n
- Tactics <\/span><\/li>\n<\/ol>\n
ROAARRR: A Simple Growth Framework<\/strong><\/h3>\n
R<\/b>esearch <\/span><\/p>\n
O<\/b>ptimization <\/span><\/p>\n
A<\/b>cquisition <\/span><\/p>\n
A<\/b>ctivation <\/span><\/p>\n
R<\/b>etention <\/span><\/p>\n
R<\/b>evenue <\/span><\/p>\n
R<\/b>eferral <\/span><\/p>\n
Some Principles of Great Growth Teams:<\/strong><\/h3>\n
- \n
- Optimize for Impact.<\/span><\/li>\n
- Growth Is Art And Science.<\/span><\/li>\n
- Rapid Beats Perfect.<\/span><\/li>\n
- Growth Is Never Done.<\/span><\/li>\n<\/ul>\n
<\/p>\nResearch: Where is the opportunity?<\/strong><\/h3>\n
- \n
- Analytics instrumentation and Baseline <\/span>\n
- \n
- \u00a0Funnels <\/span><\/li>\n
- \u00a0Devices <\/span><\/li>\n
- \u00a0New vs Returning User behavior <\/span><\/li>\n
- \u00a0By Geography <\/span><\/li>\n
- \u00a0Time of Day <\/span><\/li>\n
- \u00a0Form Analytics <\/span><\/li>\n
- \u00a0Speed baseline<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Research: WHO are we targeting?<\/strong><\/h3>\n
- \n
- Google Display <\/span><\/li>\n
- FB Audience Insights <\/span><\/li>\n<\/ul>\n
Research: WHY are they dropping off?<\/strong><\/h3>\n
- \n
- Moderated User Testing <\/span>\n
- \n
- Better than usertesting.com<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \n
- \u00a0\u00a0Customer Development <\/span>\n
- \n
- Just do it FFS\u2026<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \n
- \u00a0\u00a0Polls <\/span>\n
- \n
- Hotjar, Qualaroo<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Optimization<\/strong><\/h3>\n
- \n
- Create Experiment Matrix (ranked by what would make you the most money with the least effort).<\/span><\/li>\n
- Write Your Hypotheses and Run Your Experiments.<\/span><\/li>\n
- Experiment with Channel, Messaging, Pricing, Page Design, Copy, App Flow, Funnel Length, CTAs, Video, Imagery, Email Frequency, etc.<\/span><\/li>\n<\/ul>\n
Acquisition<\/strong><\/h3>\n
- \n
- A) Digital<\/span><\/li>\n<\/ol>\n
- \n
- Adwords – they already want what you are selling. <\/span><\/li>\n
- Facebook – Lookalikes. Find your best customers. Tell Facebook to find more like them. <\/span><\/li>\n
- Re-Engagement Ads – Market to existing customers again. <\/span><\/li>\n
- Remarketing – GDN, Facebook. Market to those that did NOT convert. <\/span><\/li>\n
- GA Remarking Lists – can do \u201cdrip\u201d with creative.<\/span><\/li>\n<\/ul>\n
Acquisition \u2013 say NO to most things<\/strong><\/h3>\n
We said NO to: <\/span><\/p>\n
- \n
- Social media marketing <\/span><\/li>\n
- Blogging <\/span><\/li>\n
- Content Marketing <\/span><\/li>\n
- Outdoor<\/span><\/li>\n
- Radio <\/span><\/li>\n
- Cable <\/span><\/li>\n
- Print \u00a0<\/span><\/li>\n
- Airlines Magazine <\/span><\/li>\n
- Our board. <\/span><\/li>\n
- And our CEO. <\/span><\/li>\n
- Our friends selling us $^%t. \u00a0<\/span><\/li>\n<\/ul>\n
Earned Media<\/strong><\/h3>\n
- \n
- National PR<\/span><\/li>\n
- Financial PR <\/span><\/li>\n
- Local PR \u00a0– launches <\/span>\n
- \n
- have a playbook.<\/span><\/li>\n
- Coordinate tightly with supply if you are a marketplace.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Activation<\/strong><\/h3>\n
- \n
- Raised download to register rate from 6% to 20% with 1 before-after test\/improvement. <\/span><\/li>\n
- Moderated user testing in airports while traveling. <\/span><\/li>\n
- Insight: TOO MUCH NAKEY TIME in the app at first glance for many female customers. <\/span><\/li>\n<\/ul>\n
Retention<\/strong><\/h3>\n
- \n
- Manually, via Mailchimp for 6 months. <\/span><\/li>\n
- Mainly email, some SMS, etc. <\/span><\/li>\n
- Then shifted to Autopilot and more automation, triggers. <\/span><\/li>\n
- Segmentation.<\/span><\/li>\n
- Testing: Time of Day, Day of Week, Promotion Amount, Subject, Copy, Imagery.<\/span><\/li>\n<\/ul>\n
Revenue, Referral<\/strong><\/h3>\n
- \n
- REVENUE <\/span>\n
- \n
- Price testing, esp. in certain cities – e.g New York.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \n
- REFERRAL <\/span>\n
- \n
- Incented, unincented. <\/span><\/li>\n
- Test them all: after registration. after purchase. after happy service completion.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
The Growth Process:<\/strong><\/h3>\n
1.Collect Quantitative Data to Find Our WHERE<\/span><\/p>\n
A) Build funnels for Desktop, Mobile, Native, New, Returning, by Country, etc. <\/span><\/p>\n
B) See where the friction is in the funnels.<\/span><\/p>\n
2. Collect Qualitative Data to Find out \u201cWHY?\u201d and \u201cWHY NOT?\u201d <\/span><\/p>\n
A) Do moderate User Testing, not just UserTesting.com.<\/span><\/p>\n
B) Use polls (Hotjar, Qualaroo).<\/span><\/p>\n
3. Create Experiment Matrix (ranked by what would make you the most money with the least effort).<\/span><\/p>\n
4. Write Your Hypotheses and Run Your Experiments.<\/span><\/p>\n
5. Experiment with Channel, Messaging, Pricing, Page Design, Copy, App Flow, Funnel Length, CTAs, Video, Imagery, Email Frequency, etc. etc.<\/p>\n
Qualities You Want in\u00a0Growth Team Members:<\/strong><\/h3>\n
- \n
- Scrappy \u00a0– figure out quick and dirty ways to test hypotheses. <\/span><\/li>\n
- Test them all: after registration. after purchase. after happy service completion.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- Incented, unincented. <\/span><\/li>\n
- REFERRAL <\/span>\n
- Price testing, esp. in certain cities – e.g New York.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- Mainly email, some SMS, etc. <\/span><\/li>\n
- Moderated user testing in airports while traveling. <\/span><\/li>\n
- Coordinate tightly with supply if you are a marketplace.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- Financial PR <\/span><\/li>\n
- Blogging <\/span><\/li>\n
- Facebook – Lookalikes. Find your best customers. Tell Facebook to find more like them. <\/span><\/li>\n
- Adwords – they already want what you are selling. <\/span><\/li>\n
- Write Your Hypotheses and Run Your Experiments.<\/span><\/li>\n
- Create Experiment Matrix (ranked by what would make you the most money with the least effort).<\/span><\/li>\n
- Hotjar, Qualaroo<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \u00a0\u00a0Polls <\/span>\n
- Just do it FFS\u2026<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- \u00a0\u00a0Customer Development <\/span>\n
- Better than usertesting.com<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- FB Audience Insights <\/span><\/li>\n<\/ul>\n
- \u00a0Devices <\/span><\/li>\n
- \u00a0Funnels <\/span><\/li>\n
- Growth Is Art And Science.<\/span><\/li>\n
- Process<\/span><\/li>\n
- 23-31% MoM revenue growth each month in Q4 2015<\/span><\/li>\n