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Hacking your way tosustainable growth
TRACTION GROWTH SCALE
/in/mulengaagley
@inthescript
• 3D / CGI artist, software developer
• 8 years in marketing and advertising
• VP product and growth at Monese
Who is Mulenga?
• Best-Challenger Bank In Europe • Emerging Payments Award • Horizon2020 Award • Financial Inclusion Programme of the Year
Award winning service
Open to locals and internationalsNo domestic proof of address or credit history required
Get a banking account in 120 seconds on your mobile
Instant and 100% mobile
£100M+ PROCESSED
IN FIRST YEAR
1M+ TRANSACTIONS
IN FIRST YEAR
75% USEAS MAIN ACCOUNT
IN FIRST YEAR
TRACTION
Validate your core value proposition is product market fit possible?
Stimulate demand,limit availability test and learn whilst building hype
Always start by building an email list 40x more effective than social1
1. McKinsey iConsumer Survey
In original version people could invite 2
friends for earlier invite
INSANE open rates!
Match audience identity across devices work toward accurate attribution early
Click ad / link on desktop
Review desktop site
Switch to mobile
Install app
Open account
url tracking lost
url tracking
who is this guy?
must be organic!
£x cpcad appears ineffective
attributed to organic
what is your CPA by channel ?…
Invite URL
DEVICE FINGERPRINTMobile App install
App signup Invite(s)
Desktop Landing SMS
CHECKFINGERPRINT
TRACKINGDEADZONE
Resurface USPs if userdoesn’t convert ensure users see unique selling points
• counter common objections, fears
• cookies, cookies for everyone
• sales, personalisation, remarketing
Get sticky before stepping on the gas it’s harder to fill a leaky bucket
Zero churn 60% greater MRR
than 2.5% churn
Tiny changes in churn rate have dramatic impact on revenue
GROWTH
There are 5 scalableacquisition channels Paid, SEO, Referrals, Partnerships, Sales
Recenter your brandaround active users brand is the ultimate conversion weapon
70% LOWER CPA
AFTER BRAND REFRESH
If you can afford to,incentivise referrals Incentivise, gamify, or both!
Geolocation driven copy significant increase in conversion rate
Follow the journey of startups that have scaled re-run the plays of the winners
• Other people have spent money finding your audience
• Not all of them will be competitors
• Deconstruct their strategies and tactics
• Tap into their sources of leads
Inbox targeting getting emails from competitors?
Do Youtube instead of TV 2nd most popular search engine globally
• Videos are 53x more likely to rank on 1st page1
• 1p - 12p per view. A view counts as 30 seconds or finished video
• Can be used for direct response. Detailed targeting, clicks, leads
1. Forrester research
Once a channel is working, clone it… everywhere more leads, for the same collateral
Identify trends and land grab whilst competition low act early and capitalise
Congrats, you’re a psychologist now leverage ego and emotion to drive action
Build your push campaigns from lego blocks FTW Establish which micro components work
Hey, {first name}! {Several deposits} arrived today, {check} your {recent transactions} {now}.
Hey, {first name}! {Several deposits} arrived today, {check} your {recent transactions} {now}.
- money
- payments
- £X
- review
- export
- transactions
- statement
Maintain a connectionusers perceive as valuable give consumers a valid reason to return
• Badging - remind people there are important updates to check
• Push notification - extend product’s core value. Headline overview
• Widgets - offer utility and build reliance
• Drip email sequences - personalised path to expand product use
SCALE
Running a high performing growth team build a rhythm not a regime
GENERATE IDEAS
PACKAGEIDEAS
WEEKLYMEETING
Prioritise
Plan tests / Assign
Analyse prev / go live
CATALOGUE
MEASURE
IMPLEMENTTESTS
Autonomous
Accountable
Hypothesis
Research
Score
On going analysis
Statistical significance?
Open to anyone
Make data accessible
Add to wiki
Categorised/indexed
Searchable
Get your audience to reveal themselves counter exit intent in realtime
LostConvert
£
Traffic drivers
Non-convert
Re-targeted
Re-engaged
Convert
Lost£
Traffic
Exit interception
Personalisedremarketing
Convert
Non-Convert
Lost
Remarket
Cookied / tagged
Personalisedlanding
Re-engagedSaleslead
There’s an AI for that Outsource your growth hacking to bots
THANK YOU!
/in/mulengaagley
@inthescript