Deliberate Growth Network

INTRODUCING THE DELIBERATE GROWTH FRAMEWORKLincoln Murphy, FounderSixteen Ventures

100% of the time, the biggest barrier to progress - traction, growth, etc. - is NOT being

DELIBERATE.

Deliberate = “done consciously and

intentionally”

http://sixteenventures.com/



Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Deliberate Growth Framework

Get Deliberate





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Why Get Deliberate?• Throwing a bunch of stuff at the wall and

seeing what sticks is for amateurs• It wastes time, resources, energy,

money, etc.

Deliberate Growth Framework http://sixteenventures.com/



Question!

How many of you believe that, given enough time, money, and

resources, anything is possible?




Why Get Deliberate?• Grow because of – not in-spite - of your

efforts• No More Sloppy Progress!




Sloppy Progress• Accepting any growth as good growth• Focusing on Vanity Metrics• Seeds of Churn are Planted Early





Churn = Bad





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Startups are a BusinessThe Product / Market Fit Fallacy

Copyright © 2016 Sixteen Ventures. All rights reserved.

You’ve got 99 Problems…but Product / Market Fit isn’t One

Copyright © 2016 Sixteen Ventures. All rights reserved.99 PROBLEMS

Startups need Churn to Learn?No. This is a dangerous lie.


Customer Churn Kills!• Company Value• Total Addressable Market• Employee (and Founder) Morale• Time!


Customer Success is not Required•You will not FAIL without it•But you will not THRIVE


Without Customer Successyou will end-up…

AVERAGE!!!!!


AVERAGESUCKS!

Customer Success is when your customers achieve their Desired Outcome through their interactions with your

company.Deliberate Growth Framework http://sixteenventures.com/



Customer Success Management is the proactive orchestration

of the customer’s journey toward their ever-evolving Desired

Outcome.




Customer Success is Hot


• Part of the SaaS Business Model now• Driver of Customer Lifetime Value (LTV)

• Longer Lifetime• Account Expansion• Customer-driven Growth




When to do Customer Success?


• Before you Launch (or Now)• Churn Kills

• Company Value• Morale• Total Addressable Market




When to do Customer Success?


• Only Acquire Customers with Success Potential• Technical Fit• Functional Fit• Experience Fit• Support Fit





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate







The Success Gap


• Their Desired Outcome may only be achieved outside of your product

• The best companies understand & bridge this gap


http://sixteenventures.com/customer-success-desired-outcome

http://sixteenventures.com/success-gap



Protip: How to use Desired Outcome in your Marketing




“Enter the conversation already taking place in your customer’s mind.” – Robert Collier




“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937




Success = Their Desired Outcome




The topic of the conversation in their

mindSuccess = Their Desired Outcome





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Question!

How many of you know what FOMO means?




What is FOMO?


• Fear of Missing Out• “… we must sign that customer no matter what”• “… ‘go wide’ … don’t narrow your focus”• “… take that custom dev …”




Question!

How many of you have experience FOMO before?







The Reality of FOMO


• You ARE missing out by not focusing• Real, Actionable Insights• It’s better to not sign a customer who’s a

bad fit now and possibly sign them later when they are a good fit





Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




Question!

How many of you have developed an

Ideal Customer profile?


http://sixteenventures.com/ideal-customer-profile



What is an Ideal Customer?


The customer type that – over a strictly-defined time frame - you will dedicate Sales and Marketing Resources to acquire.




Ideal Customer Profile Framework

Goal + Time + Maturity= Situation





Ideal Customer ProfileReadyWillingAble

Success PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential





Ideal Customer Profile

Ready

Willing

Able

Success Potential

Acquisition Efficiency

Expansion Potential

Advocacy Potential

Situationhttp://sixteenventures.com/




Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?




Ideal Customer Profile is Powerful


• Deliberate Customer Acquisition!• Generally you can only test tactics; this

allows you to test customers• Kills FOMO because it’s temporary




Is this just Persona Mapping?


• No.• Persona mapping comes AFTER you’ve

identified your Ideal Customer• Personas are different depending on

customer typehttp://sixteenventures.com/




Customer Success

Desired Outcome

Eliminate FOMO

Ideal Customer

Get Deliberate




@lincolnmurphy

Lincoln Murphy, FounderSixteen Ventures

https://twitter.com/lincolnmurphy


Deliberate Growth Network

Small Business & Entrepreneurship