Data driven going to market strategy
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Transcript of Data driven going to market strategy
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0. Understand what’s your basic unit of scaling
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1. Where?
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Candidate list
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Candidate list
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Narrow down
• Desk research
• Interviews
• Leverage existing data
country preexisting userbase conversion rate CPC word of mouth
DE 1776 5.8% €0.72 50%
ES 4022 8.7% €0.29 52%
FR 1907 9.1% €0.68 49%
PL 347 7.2% €0.53 39%
AT 465 4.0% €0.68 37%
SI 50209 6.6% €0.12 50%
IT 13176 3.1% €0.24 36%
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2. Acquisition channels
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Cost dynamics
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Cost x Time
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“Do things that don’t scale” — P. Graham
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Predictability is key
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Example: B2B sales
• Sales cycle: X days
• Y new customers/month per sales person
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3. Segmentation
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… is a process
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cost model +
value model +
segmentation +
acquisition model
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cost model +
value model +
segmentation +
acquisition model
4. every channel
has its own cost dynamics
1. customers from
different segments have different (life-
time) value
3. customers from
different segments come
from different channels
2. customers from
different segments costs
differently
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(4. When?)
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Seasonality
• Different segments
• Different behaviour
• Different volumes
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5. Path to profitability
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become profitable
stop loosing more money
with each additional booking
passengers/city/day
take
rate
[eur
]
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⥁
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Cost x Time
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passengers/city/day
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Market Stage
www.hekovnik.com | Source: Joe Betts-LaCroix This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/
13,5% 34% 34% 16%2,5%
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⥁Hypothesis
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1.Where?
2.Acquisition channels
3.Segmentation
4. (When?)
5.Path to profitability