Download - How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks
![Page 1: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/1.jpg)
@nilanp
NPS driven growthOR
How to grow without spending a TON on marketing
Nilan PeirisVP Growth TransferWise
![Page 2: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/2.jpg)
@nilanp
![Page 3: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/3.jpg)
Startups
@nilanp
![Page 4: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/4.jpg)
Startups Tequila
@nilanp
![Page 5: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/5.jpg)
![Page 6: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/6.jpg)
![Page 7: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/7.jpg)
Back to traction
@nilanp
![Page 8: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/8.jpg)
Revenue
![Page 9: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/9.jpg)
Revenue
![Page 10: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/10.jpg)
Revenue
![Page 11: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/11.jpg)
Death Zone
![Page 12: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/12.jpg)
Revenue
![Page 13: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/13.jpg)
How do I get out of the death zone ?
![Page 14: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/14.jpg)
A typical founder conversation
![Page 15: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/15.jpg)
Anonymised using characters from the
Wire
![Page 16: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/16.jpg)
x
![Page 17: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/17.jpg)
GROWTHDude - we’re running outta cash in 6 months
![Page 18: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/18.jpg)
GROWTH
Lets go see the Man - he can give us funding
![Page 19: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/19.jpg)
Introducing the Man
@nilanp
![Page 20: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/20.jpg)
GROWTH
![Page 21: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/21.jpg)
GROWTH
Come back when you have traction…
![Page 22: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/22.jpg)
GROWTHWe need to get traction, we need to find customers, you know what we need ?
![Page 23: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/23.jpg)
GROWTHMarketing
![Page 24: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/24.jpg)
GROWTHWord. Marketing is what we need… but marketings expensive. You know what we need ?
![Page 25: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/25.jpg)
GROWTHMoney… lets go see the Man.
![Page 26: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/26.jpg)
GROWTH
![Page 27: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/27.jpg)
Is there another way ?
![Page 28: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/28.jpg)
NPS driven growth
@nilanp
![Page 29: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/29.jpg)
Would you recommend us to your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
![Page 30: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/30.jpg)
Would you recommend us to your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
TotalPromoters - Detractors
= NPS
![Page 31: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/31.jpg)
![Page 32: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/32.jpg)
![Page 33: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/33.jpg)
![Page 34: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/34.jpg)
![Page 35: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/35.jpg)
![Page 36: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/36.jpg)
If promoters > detractors you WILL
grow
![Page 37: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/37.jpg)
N.B. This is fucking hard.
![Page 38: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/38.jpg)
It works ! (But barely)
![Page 39: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/39.jpg)
It works ! (But barely)
It works withno significant issues !
![Page 40: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/40.jpg)
It works ! (But barely)
It works withno significant issues !
It works. Wow that was slick
![Page 41: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/41.jpg)
It works ! (But barely)
It works withno significant issues !
It works. Wow that was slick
You’ve just blown my socks off that was fucking incredible
![Page 42: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/42.jpg)
Every app on your phone has an insanely high NPS
![Page 43: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/43.jpg)
What drives recommendation ?
![Page 44: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/44.jpg)
Nobody yet has systemised - how to
scale a business through focussing on
product
![Page 45: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/45.jpg)
Rational Emotional
![Page 46: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/46.jpg)
Rational Emotional
• Product • Brand
![Page 47: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/47.jpg)
Rational Emotional• Product• Speed• Price• Convenience
• Brand
![Page 48: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/48.jpg)
Rational Emotional• Product• Speed• Price• Convenience
• Brand• Being part of
a movement
![Page 49: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/49.jpg)
So how does that help me get out of the death zone ?
![Page 50: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/50.jpg)
Focussing on product, and
delighting your customers will enable
you to grow
![Page 51: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/51.jpg)
3 Practical tips for early stage startups
![Page 52: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/52.jpg)
1 Get your product to work
![Page 53: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/53.jpg)
Practical adviceFocus on single
userscredit: Klinger.io
![Page 54: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/54.jpg)
2 Find your scaling metric
![Page 55: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/55.jpg)
Startups are prioritisation problems…
![Page 56: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/56.jpg)
![Page 57: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/57.jpg)
People can only do one thing at a time
![Page 58: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/58.jpg)
Supply was the biggest growth lever at HouseTrip
![Page 59: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/59.jpg)
Facebook’s news feed optimises for engagement
![Page 60: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/60.jpg)
3 Add marketing
![Page 61: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/61.jpg)
![Page 62: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/62.jpg)
Focus
=
![Page 63: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/63.jpg)
![Page 64: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/64.jpg)
![Page 65: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/65.jpg)
How does this scale ?
![Page 66: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/66.jpg)
We work in autonomous independent teams focused on KPIs that make our customers happy and drive our growth
![Page 67: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/67.jpg)
At TransferWise we have teams behind every KPI growth
lever
![Page 68: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/68.jpg)
Currencies Operations Verification
Conversion Experience Virality
Marketing
![Page 69: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/69.jpg)
At TransferWise every team works on
Product
![Page 70: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/70.jpg)
At TransferWise every Wiser knows
how they can impact growth
![Page 71: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/71.jpg)
Each team is a learning organisation, trying to
understand what matters to a customer, how to change behaviour and drive growth
![Page 72: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/72.jpg)
60
![Page 73: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/73.jpg)
430
![Page 74: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/74.jpg)
Summary1. Focus on NPS and you will grow2. Find your single metric, talk to
customers and focus3. Add marketing when ready
![Page 75: How to Grow without spending a ton on marketing. Product Driven Growth. Updated for Refresh Rocks](https://reader035.vdocument.in/reader035/viewer/2022070515/5876ff731a28abf3398b6fe9/html5/thumbnails/75.jpg)
@nilanp