When it comes to growing a startup, there is only one proven, repeatable method and that is getting deliberate!
This slide deck introduces the Deliberate Growth Framework for startups and includes Customer Success, Desired Outcome, FOMO, Ideal Customers.
7. Why Get Deliberate?
• Throwing a bunch of stuff at the wall and
seeing what sticks is for amateurs
• It wastes time, resources, energy,
money, etc.
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8. Question!
How many of you believe that,
given enough time, money, and
resources, anything is possible?
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10. Why Get Deliberate?
• Grow because of – not in-spite - of your
efforts
• No More Sloppy Progress!
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11. Sloppy Progress
• Accepting any growth as good growth
• Focusing on Vanity Metrics
• Seeds of Churn are Planted Early
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14. Question!
How many of you had heard of
Customer Success before
today?
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15. Question!
How many of you have
implemented Customer Success
in your business?
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16. customer success =
“Your customer achieving
their Desired Outcome
through their interactions with
your company.”
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17. Customer Success
Management = “Proactively
managing the process of your
customers achieving their
Desired Outcome”
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18. Customer Success is Hot
Deliberate Growth Framework
• Part of the SaaS Business Model now
• Driver of Customer Lifetime Value (LTV)
• Longer Lifetime
• More Revenue
• Second Order Revenue
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19. When to do Customer Success?
Deliberate Growth Framework
• Before you Launch (or Now)
• Churn Kills
• Company Value
• Morale
• Total Addressable Market
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20. When to do Customer Success?
Deliberate Growth Framework
• Only Acquire Customers with Success Potential
• Technical Fit
• Functional Fit
• Experience Fit
• Support Fit
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22. What is Desired Outcome?
Deliberate Growth Framework
• What they want to achieve through their
interactions with your company
• Required Outcome + Appropriate
Experience
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23. The Success Gap
Deliberate Growth Framework
• Their Desired Outcome may only be
achieved outside of your product
• The best companies understand & bridge
this gap
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24. Protip: How to use Desired
Outcome in your Marketing
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25. “Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
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26. “Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
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30. Question!
How many of you know what
FOMO means?
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31. What is FOMO?
Deliberate Growth Framework
• Fear of Missing Out
• “… we must sign that customer no matter what”
• “… ‘go wide’ … don’t narrow your focus”
• “… take that custom dev …”
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32. Question!
How many of you have
experience FOMO before?
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34. The Reality of FOMO
Deliberate Growth Framework
• You ARE missing out by not focusing
• Real, Actionable Insights
• It’s better to not sign a customer who’s a
bad fit now and possibly sign them later
when they are a good fit
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36. Question!
How many of you have
developed an Ideal Customer
profile?
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37. What is an Ideal Customer?
Deliberate Growth Framework
The customer type that – over a strictly-
defined time frame - you will dedicate
Sales and Marketing Resources to
acquire.
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41. Ideal Customer Profile Framework
Situation DETERMINES Success
How are you doing 30-days in? On your way to the 90-day goal?
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42. Ideal Customer Profile is Powerful
Deliberate Growth Framework
• Deliberate Customer Acquisition!
• Generally you can only test tactics; this
allows you to test customers
• Kills FOMO because it’s temporary
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43. Is this just Persona Mapping?
Deliberate Growth Framework
• No.
• Persona mapping comes AFTER you’ve
identified your Ideal Customer
• Personas are different depending on
customer type
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