Sean Ellis has helped companies like Dropbox, EventBrite and Xobni grow explosively. His expertise was also essential in guiding Uproar and LogMeIn to IPO. Learn how he did it.

1. Lean Startup Marketing Channeling Resources to Create a Fast Growing Startup Sean Ellis Lean Startup Circle March 24, 2010

3. Dave McClure

4. Eric Ries

5. Everyone here2 startup-marketing.com

6. My Lean Experience Collective experience outweighs mine Steve Blank recommended “lean” preso Then couple Eric Ries posts/presentations Limited time to participate in lean revolution But 15 years of “lean-ish” principles 3 startup-marketing.com

7. Objectives for Today’s Meeting Share insights for growing a valuable startup Fresh look at my approach growing startups using lean startup principles Work together to evolve our understanding of startup growth 4 startup-marketing.com

8. What are the Lean Startup Principles? Low burn by design (no scaling until revenue) Learn fast (fail fast) Rapid hypothesis testing about market, pricing, customers (customers & markets unknown) Metrics, iteration… Agile development What else? 5 startup-marketing.com

9. “Lean-ish” Marketing = Back-to-Back IPOs First Startup (1996 launch) Lead online game category Get users at cost lower than user value (ARPU) Minimize waste via sophisticated metrics Second Startup (2003 launch) Added qualitative research and funnel optimization 6 startup-marketing.com

10. Goal: Build Sustainable Valuable Company 7 startup-marketing.com

11. Low value startups: Scaling or cost-effective marketing Valuable startups: Scaling cost-effective marketing 8 startup-marketing.com

12. Valuable Company Starts with Value Product/market fit = product is “must have” (value) Become a “must have” with customer development Validate “value” assumptions early (who needs/why?) Get users on first release ASAP Find “must have” users/use cases (facts outside building) Pivot if necessary to create value 9 startup-marketing.com

13. Getting to Scalable Cost-Effective Marketing 10 startup-marketing.com

14. Pyramid through Lean Startup Lens Waste – Eliminate wasted time, money, effort… Focus – Channel resources to create value Speed - Get to next level as quickly as possible Learn – Hypothesize, test, refine 11 startup-marketing.com

15. Survey User Perceived Value Free template at Survey.io 12 startup-marketing.com

16. Key “Value” Question “How would you feel if you could no longer use Product?” 13 startup-marketing.com

17. Start Transition to Growth 14 startup-marketing.com

18. Better conversion efficiency Improves range & scalability of viable channels 15 startup-marketing.com

19. Race to Scale – Key Projects Positioning - based on perceived value Right metrics - to channel resources Optimize conversions - LP & funnel Viable economics – monetize user value Scalable growth strategy - who/intent? What else? 16 startup-marketing.com

20. Optimize Landing Pages & Full Funnel Home Page 200,000 100000 50% Signup 50000 100,000 12.5& 12.5% Path 2 Path 1 25000 X000 25000 X% Path 1 (step 2) X000 X00 X% X% X% X% Paid Paid Free Free X000 X00 X00 X000 17 startup-marketing.com

21. Scalable Growth Now Possible 18 startup-marketing.com

22. Test from Free to Paid Channels 19 startup-marketing.com

23. Driving/Managing Growth Budget to maximize positive ROI spend 20 startup-marketing.com

24. Valuable Company Some loss of control is good Understand via triangulation Origin tracking Trend correlation Surveys Feed the beast 21 startup-marketing.com

25. Channel Your Resources to Climb the Pyramid Scale Optimize Economics Positioning Product/Market Fit (Value) Twitter: @seanellis Blog: startup-marketing.com