Growth meetup-q4-2014

growth/ɡrōTH/

What exactly are we talking about?

…. first there was nothing ….

nothing

startup

nothing

startup

something world

changing awesome

nothing

startup

something world

changing awesome}

/ɡrōTH/

Why

Marketing Biz-Dev Produkt Sales Development

Why

Marketing Biz-Dev Produkt Sales Development

= Things we need to do (Tasks, Actions, Todos, Issues, Stuff on a Roadmap, …)

Why

Marketing Biz-Dev Produkt Sales Development

Why

Marketing Biz-Dev Produkt Sales Development

Conversionp!t!i!

m!i!z!a!t!i!o!n

SEO

Product MarketFit

AB-TestingMvp

Retention

Analytics

Big Data

Small Data

Apps & Stores

Nativ vs Web Storytelling

Buzzwords

Why

• Because i think the (online) marketing events/conferences, start up conventions, … are all way too far in the comfort zone.

• I’m not the only one.

• We must do better!

• Which should be easy …..

The truth no matter what!

What will this meetup become

• no clue

Agenda• Intro and Orga Stuff - Franz Enzenhofer - 5 min

• Christof Hinterplattner - CEO at netdoktor.at & Digital-Head at Heute.at-Network - "lessons learnt building a digital media house from scratch”

• Short Pizza is here break of about 10 minutes.

• Franz Enzenhofer - Masterchief www.fullstackoptimization.com - "Lateral Problem Solving"

• Nicholas Trieb - COO Tourradar - “Activation to Retention to Revenue"

• Brigitte Schögler - Marketing Managerin www.wogibtswas.at - Marketing for Growth

Format• 20 to 25 min per talk. 5 to 10 min questions. 30 min max. 5 min

break

• Some german, some english!

• There must be questions.

• If nobody asks a question, i will pick the person which looks the most uncomfortable, and he/she must ask a question. I mean it!

• This is not another feel good marketing “event”.

• No networking

Sponsor

• They are a Co-Working Space

• They are cool.

• Check them out.

• http://www.stockwerk.co.at/

Sponsor

One more thing

• Smoking kills!

• It really does!

• But I think you know this already.

• If you go outside for a smoke, please be quiet (no party) as the neighbours could start trouble for this awesome co-working space.

Let’s go!

Lateral Problem Solving

Lateral

• sideways

• seitlich

• thx to Edward de Bono (Read his books, now)

Franz Enzenhofer

• masterchief full stack optimization

• the SEO agency to end all SEO agencie

• orga. viennajs - austrias biggest (and best) dev. meetup

WARNINGThis is an alpha talk! (Think “minimal viable product” for talks)

Also: Denglisch / Germisch

always start with a story

• SEO

• Consultant

Business is Good

• Why?

• (Don’t worry, this is not an SEO talk)

StuckNot always, but quite often!

StuckNot always, but quite often!

SEO

• The business of getting found.

• SEO is solved!!

• 5% knowledge

• 95% execution

knowledge• data, facts, figures

• information

• analysis

• framework (a way to think about)

• tasks

• roadmap

• …

• …

Not always, but sometimes!

• 5% knowledge

• 95% executionSomething strange is happening here

data, facts, figures, information, knowledge

• a/b testing

• multivariant testing

• (google) analytics

• big data

• user studies

• crazy egg

• …..

• SEM tests

• landingpage tests

• whole site testing

• product tests

• test campaings

• market research

Not always, but …

People

• are unbelievable bad to act upon new information.

Why?

Goal (Choose one)

• 1) Build a sustainable business!

• 2) Build an easy to describe geometrical shape!

note: treat them like they were physical pieces of paper

new information

new information

model of thought

What happens next?

inaction

ignoring

denial

• Build an easy to describe geometrical shape!

or

+

+

+

But hey, why are we even in trouble in the first place?

• We have been right all the time!

• Until…

the mind

• Our mind is a self maximising patter making system.

• In such a system information available at any moment is always arranged in the best (most stable) way.

• The sequence of arrival of information determines the way it is to be arranged.

• The sequence of arrival of information determines the way it is to be arranged. !

• “Old” Information becomes a model of thought!

• -> at some point we make less than the best possible use of the available situation.

• We get stuck!

Insight Restructuring

new information

model of thought

We must be ready to restructure our model of thought based on new information!

how? to act upon• a/b testing

• multivariant testing

• (google) analytics

• big data

• user studies

• crazy egg

• sombody with prior different experience

• SEM tests

• landingpage tests

• whole site testing

• product tests

• test campaings

• market research

Insight > Iteration

Decision making

• Data driven decision making!

• Insight driven decision making!

• Insights should be driven by data!

How!• 1) Always start with hard, cold,

unforgiving data!

• It’s a great way to get rid of “personalities”!

• There is no inconclusive data!

• Data is just data!

• The conclusions are all ours.

Filedrawer Effect (Publikationsbias)

• i.e.: AB test, do not only look at the “winners”. Most of the time the “losers” tell you even more!

2) Use data for it’s provocational value!

• Some use humour, too.

• I’m better with provocation.

• Anything that produces emotions will do.

Test everything!

Not: Test something!

3) it’s the best

• Treat the new information as something great!

• Make is sound (comically) positive!

• Speculate what this means with the deep unquestioned understanding that everything is and always will be awesome!

• Make (absurdly) positive assumptions!

4) be cautious

• everything is crap now!

• see only the negative side!

• the glass is not half full, it’s empty

• and broken

• and was ugly all the time anyway!

5) creativity• What would you do if you have unlimited money?

• What would you do if you have unlimited time?

• What would you do if you have unlimited resources?

• What would you do if you could start from a blank?

• What would you do, just because?!

• X Alternatives, no matter what! (x>2)!

• Are the resources really the bottleneck?

6) act

• act on the insights that 1 to 5 gave you

• going with the obvious choice is an option, but only after considering alternatives.

• non action is an option, but only if it is an active choice.

7) make it a process

• or an institution

• or a requirement

• because: getting stuck sucks much more than having another process!

Conclusion

• Whenever you are confronted with new information.

• Aim for and act upon insights!

Insight > IterationQuestions?

Note: i might not have the answer!

[email protected] https://twitter.com/enzenhofer