marketing in a mission driven startup
TRANSCRIPT
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Marketing in a Mission Driven
Startup.
@nilanp
1. Growth 2. Culture 3. Marketing
First introductions.
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INTROS
Transferwise… a mission driven
startup ?
Transferwise was started to solve a problem
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In our case a personal pain point helped to see an epidemic dysfunction in the entire industry,
which lacked any natural force of improvement or move towards resolution.
— Kristo Käärmann & Taavet Hinrikus @nilanp@nilanp
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A mission driven startup = A catalyst for changing the world
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1. Growth
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$0.5 million ➤ $1 Billion
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60 ➤ 600 TransferWisers
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Evangelism is the biggest driver of growth
We believe we can create evangelical customers.
Why do people recommend our product ?
RATIONalRational Emotional
RATIONalProduct Cause
RATIONal
Speed Price
Convenience Coverage
Cause
To achieve advocacy your product needs to be an order of magnitude
better than the alternative
But don’t do this as “growth hack” do it because the world deserves it
RATIONal
Speed Price
Convenience Coverage
Cause
Money without borders.
Instant, convenient, transparent and eventually free
We’re powering money for people and businesses:
to pay, to get paid, to spend, in any currency, wherever you are, whatever you’re doing
You can’t copy that !
2. Culture
Culture = optimising for speed
We work in autonomous independent teams that focus
on KPIs that make a difference to our customers
and drive our growth
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The currencies teams launches new currencies
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It is autonomous & independent
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Regulated and
available
Instantly and almost zero cost
IdentityOnboarding Worry EvangelismProblem awareness
Currencies OperationsVerificationConversion Experience ViralityMarketing
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Regulated and
available
Instantly and almost zero cost
IdentityOnboarding Worry EvangelismProblem awareness
@nilanp
What drives our growth rate ?
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Brazil
3. Marketing
How I used to run marketing
Revenue
Marketing $$$$
Revenue
Marketing $$$$
THE INFINITELY SCALABLE
MARKETING CHANNEL DOESN’T EXIST
Revenue
Marketing $$$$
What is the problem marketing is solving ?
MARKETINGS JOB IS TO FIX THIS
The best form of marketing is changing the law
www.stophiddenfees.co.uk
Affiliates.
Facebook.
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1. Growth 2. Culture 3. Marketing
Mission Driven Marketing
@nilanp