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THE MISSION DRIVEN STARTUP

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HOW BUILDING YOUR CULTURE

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AROUND YOUR CAUSE

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CREATES A PRODUCT

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THAT GROW ITSELF

FIRST INTRODUCTIONS

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INTROS

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WHAT IS A MISSION DRIVEN

STARTUP ?

WHAT IS A MISSION DRIVEN STARTUP ? MISSION DRIVEN GROWTH

MISSION DRIVEN VALUES MISSION DRIVEN CULTURE MISSION DRIVEN METRICS

MISSION DRIVEN OUTCOMES

DEFINITION

ALL STARTUPS START BY SOLVING A PROBLEM

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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PROVE IT

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“We will ask the FCA to ensure that nobody uses misleading terms such as ‘free’ and ‘0% commission’ when fees are hidden in the rates being charged”

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PROJECT ROBIN HOOD

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WHY DO WE NEED TO GO TO SUCH EXTREMES ?

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A BANK COULD HAVE STARTED TRANSFERWISE AT ANY POINT IN THE

LAST 100 YEARS

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BUILDING TRUST IN AN INDUSTRY THAT HAS SYSTEMICALLY ERODED IT

REQUIRES EXTREMES

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MISSION DRIVEN GROWTH

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EVANGELISM IS THE BIGGEST DRIVER OF GROWTH

WE BELIEVE WE CAN CREATE EVANGELICAL CUSTOMERS

SO WHY DO PEOPLE RECOMMEND OUR PRODUCT ?

RATIONALRATIONAL EMOTIONAL

RATIONALPRODUCT BRAND

RATIONALSPEED CONVENIENCE PRICE COVERAGE

BRAND

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

RATIONALSPEED CONVENIENCE PRICE COVERAGE

BRAND

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PEOPLE DO NOT TALK ABOUT MONEY TRANSFER IN THE PUB

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GIVE YOUR CUSTOMERS STORIES TO TELL

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INSPIRE PEOPLE WITH YOUR CAUSE AND YOU WILL CREATE A MOVEMENT BIGGER

THAN YOUR STARTUP

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You can’t copy that !

MISSION DRIVEN CULTURE

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OBJECTIVE : INSPIRE PEOPLE WITH THE MISSION

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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 TEAM WORKS ON LAUNCHING NEW CURRENCIES

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IT IS AUTONOMOUS & INDEPENDENT

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Currencies Operations Verification Conversion Experience Virality Marketing

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MISSION DRIVEN VALUES : CUSTOMERS > TEAM > EGO

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WEAK PRODUCT OWNERSHIP

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EVERY PART OF THE PRODUCT IS OWNED

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ANY TEAM CAN CHANGE ANY PART OF THE PRODUCT

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MARKETING

PRODUCT

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WHAT HAPPENS WHEN YOU HAVE DISAGREEMENTS ?

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ACCOUNT PAGE PIC

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ACCOUNT PAGE PIC

TITLE TEXT

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FOCUS ON CUSTOMERS

MISSION DRIVEN METRICS

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#HAPPYCUSTOMERS

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#UNHAPPYCUSTOMERS

MISSION DRIVEN METRICS - NPS

Would you recommend us to your friends?

1 2 3 4 5 6 7 8 9 10

Detractors Neutral Promoters

Would you recommend us to your friends?

1 2 3 4 5 6 7 8 9 10

Detractors Neutral Promoters

Total

Promoters - Detractors

= NPS

If promoters > detractors you WILL

grow

N.B. This is fucking hard.

It works ! (But barely)

It works ! (But barely)

It works withno significant issues !

It works ! (But barely)

It works withno significant issues !

It works. Wow that was slick

It works ! (But barely)

It works with no significant issues !

It works. Wow that was slick

You’ve just blown my socks off that was fucking incredible

MISSION DRIVEN OUTCOMES

ONWARDS@nilanp