This document discusses how to build a multi-billion dollar category and not get taken advantage of. It outlines Mark Organ's experience as the founder and CEO of Influitive, a Toronto-based startup. It then discusses how scaling a SaaS company is difficult and developing a category is like climbing Mount Everest. The document proposes that there is a repeatable framework for creating a "transformative empire" by discovering underserved customer needs, leveraging trends to help the underserved customers, and making those customers mainstream. It uses examples like Salesforce, Eloqua, and Influitive itself to illustrate this framework. The document emphasizes that customer success is critical and advocates should be leveraged across the business.

1. @INFLUITIVE@INFLUITIVE
How to Build a $B Category
King and Not Get f*’d
Mark Organ
Founder & CEO, Influitive
@markorgan

2. @INFLUITIVE
I’m a serial entrepreneur and lead a global team of 140
people at a Toronto-based startup: Influitive
Influitive helps companies grow faster
by discovering, nurturing and mobilizing their customer advocates.
300+
customers
$50M+
Raised from top-tier
Investors
140+
Employees around the
world
A little bit about me

3. @INFLUITIVE
However, Influitive
isn’t my first rodeo…
I also started
another company
called

4. @INFLUITIVE
I learned a lot…
and made a lot of
mistakes

5. @INFLUITIVE
What is missing from this
picture?
What is missing from this picture?

6. @INFLUITIVE
Scaling a SaaS company is hard…
DEVELOPING A CATEGORY IS AN
EVEREST CLIMB

7. @INFLUITIVE
Scaling a SaaS company is hard…
DEVELOPING A CATEGORY IS AN
EVEREST CLIMB

8. @INFLUITIVE
WHAT DO THESE HAVE IN COMMON?

9. @INFLUITIVE
All
“transformative
empires”
aka
Multi Billion
Dollar Category
Creators

10. @INFLUITIVE
Is there a
repeatable growth
framework for
creating a
‘Transformative
Empire’?

11. @INFLUITIVE
CATEGORY CREATION: DISCOVER THE UNDERSERVED HERO.
BET ON THEIR TRANSFORMATION
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero
2
Underserved hero
become mainstream3

12. @INFLUITIVE
SALESFORCE: NO SOFTWARE, POWER TO THE SALES MGR
MASSES
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero2
Underserved hero
become mainstream3

13. @INFLUITIVE
ELOQUA: TOOLS AND RESPECT FOR THE DEMAND GEN
LEADER
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero2
Underserved hero
become mainstream3

14. @INFLUITIVE
INFLUITIVE: SYSTEMATIC SOCIAL PROOF - ADVOCATE
MARKETING
The underserved hero
/ aka the “fringe”1
Underlying trend(s)
levitate the hero2
Underserved hero
become mainstream3

15. @INFLUITIVE
Customer success
is the bedrock on
which everything
else is built

16. @INFLUITIVE
S
Leverage these
advocates
in everything
you do

17. @INFLUITIVE

18. @INFLUITIVE

19. @INFLUITIVE
Build a team of
advocates
within your
company

20. @INFLUITIVE
Value and
Experience for
Employees
Value and
Experience for
Customers

21. @INFLUITIVE
And it seems to
be working!
21

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Key Idea #1 - Board STRUCTURE
● MINIMUM number of management team members
● MINIMUM number of investors
● MAXIMUM number of independents
● SMALLEST possible size

23. @INFLUITIVE
My Board of Directors is a high functioning TEAM
Simon Chong
Alex BakerDennis
Chookaszian
Rick Faulk
David Stein

24. @INFLUITIVE
❏ SMALLEST possible size
❏ MINIMUM number of investors
❏ MAXIMUM number of independents
❏ MINIMUM number of management team members
Key Idea #1 - Board
STRUCTURE

25. @INFLUITIVE
Key Idea #2 - Board CULTURE
Build a team of
advocates
within your
Board

26. @INFLUITIVE@INFLUITIVE
Mark Organ
Founder & CEO, Influitive
@markorgan