SCALING UP AND LOVING IT! THE UNRULY PERSPECTIVE

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SCALING UP!

  You have successfully started a venture

  Can you adapt to a larger workload?

  …without compromising performance or losing revenue?

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SCALING UP

The Scale-Up Challenge, November 2014

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IT ALL STARTED IN 2006…

  What is Unruly?   The leading programmatic

platform for Social Video advertising

  Work with brands and their agencies to get their videos watched, tracked and shared across the open web

  Our Vision   Be the Global Leader for

Social Video Advertising   Our Mission

  Deliver the Most Awesome Social Video Campaigns on the Planet

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HOW WE HELP BRANDS

  Unique Data Set   1.3 trillion video views   Analysis of 116 million

shares per day Sharerank

  Target custom audiences   Video   Mobile   Native

  Monthly audience - 1.27 billion uniques

  Open Web   Outside of YouTube

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THOUSANDS OF CAMPAIGNS…

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FROM A HUMBLE BEGINNING…

  Private company   HQ in London   15 offices   Americas, APAC and EMEA   190 people   $43m annual revenue 2014   c. 40% annual growth

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THIS DIDN’T HAPPEN OVERNIGHT

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THE MYTHS ABOUT SCALING UP

Myth 1: All growth is good! Myth 2: Bigger is always better Myth 3: Businesses must “grow or die”

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THE TRUTH ABOUT SCALING UP

Truth 1: Scaling up can be good or bad Truth 2: Bigger is NOT always better Truth 3: Businesses must “improve or die”

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WHY DO STARTUPS FAIL?

20 January, 2014

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PREMATURE SCALING UP

Startup Genome Report Extra on Premature Scaling, March 2012

  74% of high growth internet startups fail due to premature scaling up   No startup that scaled up prematurely passed the 100,000 user mark   93% of startups that scale up prematurely never break the $100K revenue

per month threshold   Startups that scale up prematurely outsource 4-5 times as much of their

product development than startups that scale up properly   Before scaling up, funded startups that scale up prematurely are on average

valued twice as much as startups that scale up properly and raise about three times as much money

  The team size of startups that scale up prematurely is 3 times bigger than the startups that scale up properly at the same stage

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ARE YOU PREPARED TO SCALE UP?

  Why should we do it?   How much should we grow?   Are we ready to scale up?   Are the right people, processes

and controls in place?   What do we need to do to

prepare for scaling up?   What are our risks of scaling up?   How will we manage those risks?   What are the “red flags” that

we may be growing too much or too quickly?

Growth will stress existing people, processes and controls. Growth requires the entrepreneur to fundamentally change.

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1. GET THE BASICS DOWN

1.Ensure that your core product reaches “market fit” 2.Discover your largest core users 3.Identify the marketing channels with biggest ROI 4.Make sure you have the resources to scale up

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2. CLEAR OUT THE NEGATIVE BEHAVIOUR

1.Nip it in the bud 2.Adequacy before excellence 3.Try time shifting 4.Focus on the best times, the worst times, and the end

Before you even start, try to eliminate destructive behaviour

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3. DEAL WITH YOUR ILLUSIONS

1.What used to work may no longer work 2.Firm age and size lead to stability 3.Success breeds overconfidence

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APPLYING HESS’ THEORY

  Strategic Focus   Operational Excellence   Constant Improvement   Customer Centricity   High Employee Engagement

The qualities that consistent, high performance companies have…

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STRATEGIC FOCUS

SHARED RESPONSIBILITY   Equal voice & contribution =

commitment   Consistent diagnostics   XP - Agility to move with the

market   XP - Lots of small changes add

up to big difference

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STRATEGIC FOCUS CTD.

MANAGEMENT   Strategic Anchors   Thematic Goal

  Defining Objectives   Standard Operating

Objectives   Quarterly Town Hall   Visible goals   OneRuly Day   Friday Flash

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OPERATIONAL EXCELLENCE

  Consistent communication   Pre & post-sale   Between teams

  Never be chased   KPI optimization   Seize opportunities

  Upweights   Renewals

  Reject failure on client deliverables

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CONSTANT IMPROVEMENT

  Retrospectives   The Good   The Bad

  NPS   Our Clients   Our Staff

  Accept sunsetting

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CUSTOMER CENTRICITY

  Collaboration   Client-centric roadmap   Be rationale   Get there quickly

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HIGH EMPLOYEE ENGAGEMENT

  Social and inclusive   Open floor   Awards   Celebrate success (all the time)   Unruly Values

  #DeliverWow   Embrace Change   Share The Love

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THE GROWTH AHEAD – MY TAKE

  No fear   Confidence

  Challenges we’ve overcome   Ability to problem-solve

  Awesome people   Delegation   Trust   Everyone a stakeholder   Enjoy the growth

  We’re building something special

  Not just a job   Inspired by the next level

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DOES SCALING UP END?

  Scaling up is about transmitting the qualities of your OWN particular excellence

  Scaling up is about continuing to

move ahead!

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SOME FOOD FOR THOUGHT!

“Adapt what is useful, reject what is useless and add what is specifically

your own”

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