the bullseye framework: how great companies grow
TRANSCRIPT
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The Bullseye Framework: How Great Companies Grow
JUSTIN MARES, TRACTION CO-AUTHOR
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@NEILPATEL@Kissmetrics
#KissWebinar
@thuelmadsen
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Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Justin Mares is the co-author of Traction: A Startup Guide to Getting Customers, which in its first printing sold 35,000+ copies. He’s also the former director of
revenue at Exceptional, a company Rackspace acquired in 2013.
JUSTIN MARES Co-author, Traction
@jwmares
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The Bullseye Framework: How Great Companies Grow
CO-AUTHOR, TRACTION BOOK
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@NEILPATEL@Kissmetrics
#KissWebinar
@jwmares
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T H E B U L L S E Y E F R A M E W O R K
T O D A Y W E ’ R E G O I N G T O TA L K A B O U T …
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WATCH WEBINAR RECORDING NOW
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“Most startups don’t fail because they can’t build a product.
Most startups fail because they can’t get traction.”
(yes I’m quoting my own book. Sorry)
- T R A C T I O N B O O K
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M Y F I R S T O N E D I D :
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“The #1 reason we pass on entrepreneurs we’d otherwise like to back is their focus on product to the exclusion of everything else.”
- M A R C A N D R E E S E N
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Why?
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Product is fun.
Traction is hard
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“If you can get even a single distribution to work, you have a great business.
If you don’t nail one, you’re finished.”
- P E T E R T H I E L
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H O W D O I F I N D M Y C H A N N E L ?
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Framework
TheBullseye
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A 4-step process to finding your traction channel
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S T E P 1 … B R A I N S T O R M
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“If you can acquire customers in a channel your competitors are ignoring, that’s a
huge competitive advantage.”
- J A S O N C O H E N , W P E N G I N E
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Framework
TheBullseye
1. Brainstorm
2. Prioritize
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Easy to test?
Potential impact?
Compound affects?
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Also think about…
Funding?
B2B?
Consumer?
Traction goal?
Customer LTV?
Crowded channel?
Unit economics?
Competitors? How long?
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Framework
TheBullseye
1. Brainstorm
2. Prioritize
3. Test
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Search for..
signs
that
a channel is working
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*actual traffic graph
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Some ideas of tests to run
Content Marketing
Hire a writer to create 3 killer posts and 1 infographic.
Put 100% effort into promoting the 3 posts & infographic. Then
evaluate.
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Framework
TheBullseye
1. Brainstorm
2. Prioritize
3. Test
4. Double Down
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Double. Down.
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FINDwhat works
ANDdo more of it
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Guides
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Infographics
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I N C O N C L U S I O N …
your channelFind
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I N C O N C L U S I O N …
Use
1. Brainstorm
2. Prioritize
3. Test
4. Double Down
Bullseye
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I N C O N C L U S I O N …
AND((most importantly)
Crush It.
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F I R S T 3 C H A P T E R S O F T R A C T I O N - T R A C T I O N B O O K . C O M
K E E P U P W I T H M E - J U S T I N M A R E S . C O M
@jwmares
T H A N K Y O U !
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LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
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Questions?
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
JUSTIN MARES Co-author, Traction
@jwmares