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KPI driven growth
@nilanp
KPI driven growth
KPI driven growth
Helped startups get to
traction
TransferWise is
the leading
global platform
in international
money
transfers
£3bn
@nilanp
£135m
@nilanp
300+ routes
@nilanp
How TransferWise
was born
@nilanp
KPI driven growth
How we grow
Evangelism is
the biggest
driver of growth
We’ve systemised
Word of Mouth
growth using NPS
@nilanp
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
@nilanp
@nilanp
@nilanp
@nilanp
@nilanp
If promoters >
detractors we WILL
grow
@nilanp
N.B. This is not easy
@nilanp
It works !
(But barely)
It works !
(But barely)
It works with
no significant
issues !
It works !
(But barely)
It works with
no 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 incredible
What drives
recommendation ?
Rational Emotional
Rational
Emotional
Product Brand
Rational Emotional
• Speed
• Cost
• Currencies
• Convenience
• Brand
Rational Emotional
• Speed
• Cost
• Currencies
• Convenience
• Ownership
• Pride
Ownership + Pride = Evangelism
@nilanp
How do we operate ?
@nilanp
We work in autonomous
independent teams focused
on KPIs that make our
customers happy and
drive our growth
60
@nilanp
301
@nilanp
TEAM CURRENCY
KPI: Currency volume
@nilanp
KPI driven growth
TEAM Virality
KPI: Viral co-efficient
@nilanp
Fee Credit
146043
KPI driven growth
Fee Credit
TEAM BUZZ
KPI: Number of
customers through word
of mouth
@nilanp
KPI driven growth
KPI driven growth
KPI driven growth
Tooling
@nilanp
BUILD YOUR OWN
@nilanp
Team’s need to build
their metrics.
In order to own their
metrics
@nilanp
Learning
@nilanp
Each team is a learning
organisation, trying to
understand what matters to
a customer, how to change
behaviour and drive growth
Our biggest challenge ?
How to incentivise
learning and failing
KPI driven growth
Onwards

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KPI driven growth