From BOLO 2013 3P Track presentation by Dan Zelikman. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: www.boloconference.com

1. is the juice worth the squeeze?
@danzelikman #BOLO2013
applying startup mentality to everything

3. who is this guy?
• 5 years in sales
• 2 years in media planning
• 3 years in agency life
• 2 years in a bootstrapped journalism
startup
• 2 years working with a variety of startups
• = like, 100 years of experience

4. why startups?
• driven by impact, product, team
• lean, focused, make mistakes fast
• agile, versatile, many, many, many hats
• everyone’s on the same page
• team members feel accountable to each
other
• always on the clock
• (revenue yes, but not first)

5. problem statements
• why so much attrition?
– what are they trying to fix?
• agencies and clients, not aligned in goals
– invest in your clients, think long-term
sustainable scale
• too many long meetings, no action steps
– put an ipad timer in plain view, be strict

6. mo’ problem statements
• slave to email, reactive vs. proactive
– google hangouts, chat, groupme, yammer, kill
recurring company emails, quality > quantity
• slave to process, creativity suffers
– be agile, bust down the door
• teams too segmented, challenges in
execution
– smaller teams, better chemistry

7. are we effective?
• effective > efficient
• quality > quantity
• is the juice worth the squeeze?
• what does success look like?
• identifying and communicating goals, with
road maps to get there
• measure your metrics
• test, iterate, improve (nothing is finished)

8. know your measurements
• quantitative
– metrics, usage, conversions, percentages
• qualitative
– usability testing, heat mapping
• comparative
– a/b testing
• competitive
– choose competitor activity and compare

9. what clients really want
• new customers
• customers with a great first experience
• to keep those customers happy (new ones
cost more)
• happy customers to talk about their
experience to new customers
• to grow revenue

10. new people
• (make sure your product is ready)
• high volume channels
• low cost channels
• best performing channels
• seo, ppc, facebook, twitter, instagram,
pinterest, reddit, youtube, yelp, articles,
contests, biz dev, ads, commercials,
conferences, email, affiliate marketing,
billboards, etc.
• cost per new person

11. happy first experience
• define it, it can be anything
• a click, a buy, a form fill out
• how long they engaged with the
product/campaign/thing
• a/b tests, optimizely
• heat maps, crazy egg
• the basics, google, adobe, chart beat

12. keep them happy (coming back)
• keeping customers (or team members) is
less expensive than getting new ones
• not good, great customer service
• email cycles (+3 +7 +30 days)
• genuine human storytelling (blogs)
• zappos them
• spend money on customers > marketing

13. happy customers = evangelists
• if the product/experience rocks
• (and) if the customer service rocks
• (and) you stay competitive (pricing)
• (then) your happy customers should use
the interwebs to get new customers for
you
• (and) that rocks

14. revenue
• what products make the most?
• what products are in the long tail?
• how are the approaches different?
• which is the current focus?
• (because) the targets are different

16. a few more tips
• 80/20 rule
• less is more – minimalism
• too many chefs, assign decision makers
• don’t use, “because instagram”
• putting out fires sucks, be proactive
• ideas can come from anyone
• don’t deliver static products
• complacency sucks
• we’re not curing cancer, have fun

17. getting started
• start a movement, it takes two
• don’t try to convince everyone at once
• find your crew, define goals, refine them
• be ready to be rejected
• present your vision in a way where they
can’t say no
• how do we eat an elephant?
– one bite at a time

18. products I love (right now)
• blue apron
• *helloflo
• southwest
• phonebloks
• mercedes + casey neistat
• thunderclap
* I don’t personally use this one, yet

19. read
• rework
• delivering happiness
• 4 hour work week
• the thank you economy

20. me
• dan (zel-ik-man)
• @danzelikman
• dan@mentalpez.com
• mentalpez.com
• danzelikman.me