Growth vs. Scale: Business Strategy, Product Mix, Business Growth Strategy
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Transcript of Growth vs. Scale: Business Strategy, Product Mix, Business Growth Strategy
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Flight Club
Growth + Scale
From $1MM To $5MM
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Leverage
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More Customers (KPI = CAC + DPL + Viral Coefficient)
Acquire (Sales)
Acquire (Buy)
Referral
Larger Transactions + Higher Margins (KPI = ICV + GM)
Revenue Bump
Bigger Orders
Vertical Int.
Repeat Buyers (KPI = CHURN + LTV + MAU + PIR)
Consumables
Retention
More Products
Channel Partners
Money + Debt
Value Prop + BML
Super Funnel
Wholesalers
Money + Strat Rel
Milestones
Consumables
Super Funnel/Rec
Media + Channels
SPA or APA
COIs + Virality
Up/Cross Sells
Bulk + Bundles
Make/Buy/Source
Activation
Continuity
B>M>L Iteration
The 3 x 3 x 3 GROWTH MATRIX
More Products
More Products
More Products
More Products
More Products
More Products
More Products
More Products
More Products
Goal
Method Need
Means
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PROF
IT C
ENTE
RS
TRAFFIC CHANNEL GRID
FACEBOOK GOOGLE HOUSE LIST CERTIFIED PARTNERS AMAZON DIRECT SALES AFFILIATES T&CSOCIAL
MEDIA SEO HOUSE EMAIL LIST AMAZON AFFILIATES TRADE SHOWS DIRECT MAIL EMAIL DROPS
Product 1
Media Site
Events
Mastermind
Continuity
SaaS
Value Curve Plotter… Differentiate Your Brand From Your IndustryOf
ferin
g Le
vel
Low
High
Key Value FactorsIndustry
Your Brand#tcs2017 LinkedIn.com/in/RolandFrasier
Disruption = Applying Different Business Models To Your Industry
• Landlord (Physical/IP)
• Affiliate
• Pay As You Go
• Publisher
• Franchise
• Manufacturer/Sales Rep
• Wholesaler
• Broker
• Reseller/VAR
• Retailer
• Network Marketing
• All you can eat
• Direct Seller
• Subscription
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Experiment With Different Pricing Models
• Free (Ad Supported)
• Freemium
• Value Based
• Tiered/Volume
• Feature + Add-Ons
• Low Price
• MSRP/MAP
• Free + Paid Support
• “Cost +” or “x Cost”
• Portfolio/Suite
• Commodity
• Razor + Blade
• Premium/Luxury
• Discount
#tcs2017 LinkedIn.com/in/RolandFrasier
Uber Business Model Innovation MapBusiness Model
Primary Secondary Tertiary
Pric
ing
Mod
els Pr
imar
ySe
cond
ary
Tert
iary
Broker: Connect Drivers With Passengers
Volume: Charge 15%-30% Brokerage Fee
Landlord/Tenant: Drivers Rent Car Space
Tiered based on type of car requested
Affiliate
Referral Fees For New Customers
Referral Fee For New DriversVolume (Distance/Miles)
Time of Day Premium
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Business Model Innovation MapBusiness Model
Primary Secondary Tertiary
Pric
ing
Mod
els Pr
imar
ySe
cond
ary
Tert
iary
#tcs2017 LinkedIn.com/in/RolandFrasier
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Systems (KPI = NPS + CAGR + EBITDA)
Product
Financial
Operations
More/Better People (KPI = ETO + EER)
Culture
Comp
Upside Share
More Capital (KPI = CAGR + EBITDA)
Equity
Debt
Creative
PDG + PM Canvas
Internal Controls
SOPs
Mission + Values
Salary + Benefits
Equity/Variable
A Or B Round
A Or B Round
POF/ARF/ABL
IMS + OMS + CCS
SOPs + Acct Soft
TOC - Bottlenecks
Manifestos
Comp Plan
PSA + Rev. Share
PPM
Convertible Note
TBD
The 3 x 3 x 3 SCALE MATRIX
COO + Software
CFO + Software
SweetProcess
OfficeVibe
HR + Attorneys
Attorneys
Capital + Team
Capital + Team
Creativity
Goal
Method Need
Means
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The Product Mix Canvas
PRODUCT MIX WIDTH
PRODUCT LINE 1
PRODUCT
MIX
DEPTH
PRODUCT LINE 2 Product
Category 1Product
Category 2Product
Category 3Product
Category 1Product
Category 2Product
Category 3Product
Category 4
Product Name 1
Product Name 2
Product Name 3
Product Name 4
PRODUCT MIX WIDTH PRODUCT LINE LENGTH PRODUCT LINE LENGTH
PRODUCT CONSISTENCY
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Product Development GridProducts
Existing Extended New
Mar
kets
/ Cu
stom
ers
Exis
ting
Exte
nded
New
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Problem Solution Unique Value Proposition
Unfair Advantage
Customer SegmentsTop 3 problems Top 3 Benefits
Single, clear compelling message states why you’re different, worth paying attention to.
Can’t be easily copied or bought
Target customers
Key MetricsKey activities you measure
ChannelsPath to customers
Cost StructureCustomer acquisition costsDistribution costsHosting, People, etc.
Revenue StreamsRevenue ModelLTV, Revenue, Gross Margin
Problem Solution#tcs2017 LinkedIn.com/in/RolandFrasier
The Lean CanvasSource: Ash Maurya - leanstack.com/leancanvas