accelerator Customer centricity as a growth · Customer centricity as a growth accelerator Johan Eriksson, Head of Specialists ... as your customer every week-Everyone’s job Private

Customer centricity as a growth accelerator

Johan Eriksson, Head of Specialists

Private Equity Program

Proprietary + ConfidentialPrivate Equity Program


Always start with the customer perspective


Proprietary + Confidential

You’re competing with the best experiences in the world


How do you open a parachute?

Relevance & Convenience


Pay the nanny Pick up a package

Buy jogging shoes

95% risk for 9 days delay

Insure this tripSublet the following office space

Be relevant and convenient

www.yourdomain.com


www.yourdomain.com




53%

53% leaves a website that takes longer than 3 seconds to load



Load

tim

e

20s

3s(okayish)

Your load times (fully loaded, 3G)


40s

60s

80s

Load

tim

e

5s3s

(okayish)

Your portfolio load times (fully loaded, 3G)


10s

15s

20s

25s

What a slow mobile experience means


COMPANY A

+30 MILLION €MARKET: Germany

COMPANY B

+1,1 MILLION €MARKET: SE, NO, DK, FI

COMPANY C

+3,3 MILLION €MARKET: Sweden

COMPANY D

+0,4 MILLION €MARKET: Sweden

Incremental revenue during 5 weeks of great speed


If the user can’t spell… it’s our problem

If the user can’t afford it… it’s our problem

If the user don’t know how to use it… it’s our problem

If lightning strikes and there is no power… it’s our problem

...but never is it the users problem


Principles for customer-centric companies

Experience yourself as your customer

every week-

Everyone’s jobPrivate Equity Program

Proprietary + Confidential

Value acceleration in

portfolio companies

Strengthen digital

capabilities

Insights and data for better

deal processes

Where Google aims to help investment companies work more customer-centric


Insights and data for better deal processes


7Properties

with 1B+ users each



55M+ searches in Sweden every day


People ask Google really… everything


Confidential & Proprietary

Google search is one of the world’s largest real time

datasets



Know where to sell what carpets online


Make 1.2MSEK at ROAS of 13 on just two keywords

Is the Cost of Sales minimized to make a business case, but will fail when trying to scale up?

Are there too few customers for the specific offer so it will fail when trying to scale up?


Scale-Up Analysis


Prove that you can launch efficiently into more markets


Access the complete set of Google analysis tools

Solution

Solution

Step

Bad

Good

Tech

Tech

The Customer Journey Assessment Map

Value acceleration in portfolio companies


LTV (Lifetime Value) / CAC (Customer Acquisition Cost)

Revenue growth at minimum required profitability

Relative mobile conversion rate

Net Promoter Score


Make everyone accountable for customer-centric KPIs

50 POINTS

Marketing Automation

We think you’d like these

Customer Database

Receipt data

Warehouse data

CRM data

Payment data

Web dataGoogle Cloud, Amazon

Web Services, Microsoft Azure


1. Gather all data in a database that you own

2. Analyze data, to conclude what truly drives sales

3. Democratize the data in dashboards for everyone

4. Rethink and automate decisions

Create a customer P&L sales & marketing growth engine

CUSTOMER RATIONALESLink everything back to the customer

QUALITATIVERegular usability studies

QUANTITATIVERegular A/B tests

DEMOCRATIZE DATACreate & share a customer dashboard in every employee’s phone

CUSTOMER JOURNEYSHave customer journeys everywhere


Creating a customer-centric behavior (B2C & B2B)

Automate everything that can be automated

2X habit

Strengthen digital capabilities


Crash courses in Machine learning or Growth marketing for your investment professionals

Deep, tailored training to your portfolio company CMOs, CTOs and digital teams during portfolio days


Google help build digital capabilities in portfolio & with investors

Always start with the customer perspective


Google’s startup and investment programs

Google Cloud Startup Program

Up to $100K in credits for each portfolio company. Credits extend to Google Cloud Platform, Firebase, G-Suite, and Maps.

Recommend: Normally relevant to 100% of PE portfolio.

Google for Entrepreneurs

Campus spaces, community events, residencies, and experts summits

Recommend: Best for early-stage startups. Apply to programs opportunistically.

Start on Android

“Early Access” for consumers on Google Play store (for app soft launch).

Recommend: Best for games, but relevant to all apps.

Google Launchpad Accelerator

Regional accelerator for startups in emerging regions.

Studio program for AI/ML applications.

Recommend: Apply to programs opportunistically.

Google Sand Hill Program

Partnerships team, focused on startups in scale-up phase, to explore bespoke win-win partnerships.

Recommend: Discuss any relevant portfolio co’s.

THESE PROGRAMS DO NOT INVOLVE INVESTMENT / EQUITY

THESE ARE GOOGLE INVESTMENT VEHICLES

Gradient Ventures

Investing in the future of AI. Typically seed or series A stage.

GV

VC arm of Alphabet. Not strategically aligned to Google.

Capital G

Growth stage investment arm of Alphabet.

Google Assistant Fund

Investing in the long-term future of assistants. Typically seed or series A stage.

Google Corp Dev

Strategic investment and acquisitions.


[email protected]


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accelerator Customer centricity as a growth · Customer centricity as a growth accelerator Johan Eriksson, Head of Specialists ... as your customer every week-Everyone’s job Private