Traction Trevor Rehm

TRACTIONT R E V O R R E H M

STARTUP BUSINESSES

Traction is the best way to improve chances of startup success

“traction trumps everything”

Succes

s!

WHAT IS TRACTION?

• Traction is quantitative evidence of customer demand

• You can always get more traction

• Startup companies use traction to keep moving growth and gaining customers

The biggest mistake startups make when

ring to get traction is failing to pursue

traction in parallel with product

development.

TRACTION IMPORTANCE

• Traction is of equal importance as product

development and should receive equal attention

• Building product and testing traction channels should

be done In parallel

50% RULE

50% of time spent of product development

50% of time spent on Traction

HOW DO WE GAIN TRACTION?

• Traction is created through customer acquisition

channels, also known as Traction Channels.

• 19 different traction channels

ISSUES WITH USING CHANNELS

• Startups focus on the same channels and often ignore

others(channel biases).

• Without tests it is hard to tell which channel works

best!

HOW TO PICK THE RIGHT CHANNEL

• The Bullseye Framework will help you find the channel that will

get you traction.

• The Bullseye Framework Systematically uncover strategies for

getting traction that you wouldn’t have found using other

approaches.

THE BULLSEYE FRAMEWORK

Step 1: Brainstorm

Come up with ways you might use each channel

Do not dismiss any traction channel

THE BULLSEYE FRAMEWORK

Step 2: Rank

Rank the channels you find most promising

THE BULLSEYE FRAMEWORK

Step 3: Prioratize Identify your inner circle and pick the three tration channels that seem

most promising

Step 4: Test

Step 5: FocusingOne traction channel dominates in terms of customer acquisitionFocus on this channel

Repeat the process

TRACTION CHANGES

• Growth curves will flatten and what worked before will

not continue to move the needle.

• This is why it is important to repeat the bullseye

framework and test Traction.

TRACTION TESTING

TRACTION TESTING

Constantly running small traction tests will allow one to stay ahead

of competitors pursuing the same channels

This can be done with:

1. Inner Circle Tests

2. A/B Testing

3. Online tools(help understand and assess efficiency of traction

efforts)

4. Quantifying your results

YOUR TRACTION GOAL

As with all strategies you should have a traction goal with specific

metrics

CRITICAL PATH

The path to reaching this goal with the fewest number of steps Is

your critical path.

CRITICAL PATH

• Draw out this path creating intermediate steps that are absolutely

necessary to get to your traction goal.

• Follow your first steps and nothing else!

• Once a step is completed reassess your critical path.

MENTORS

• Having a mentor(s) relevant to your traction channel and

business strategy is always wise.

• Preparing to meet with your mentor on a regular basis is a

forcing function that compels you to think more critically.

HOW IS TRACTION RELEVANT TO TREVOR

• Trevor’s (future)startup/business will require traction.

• This book outlines how to actively and efficiently pursue traction.

• All 19 of the channels listed has been the channel for bother

enterprise and consumer startups to get initial traction.

• Traction will be a reference for the traction channels I engage in

the future.

TRACTIONT R E V O R R E H M