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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

Source: TrendWatching.com

Trend Mapping Canvas

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

Body Shop Example

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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

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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

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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

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Thank you!Slideshare.com/RolandFrasier