Asia Orangio - Finding Growth Opportunities When Sh*t Hits The Fan (Turing Fest 2022)

So you're strumming along and doing your usual thing as CEO/founder/whatever of your business. Birds are singing, the sun is shining, and customers are happy when all of a sudden, a {INSERT TRAUMATIC THING HERE} happens and completely shakes your business to its core (I'll let you fill in the blank for what it could be). There's churn, loss, drama, panic, you name it. And what's worse is you have no idea if there's a way out. It begs the question: what does your team do when shit really hits the fan and how do you manage to find growth opportunities without being consumed by panic? In this talk, Asia will take you through a real-life case study of how she helped her client find growth opportunities in the midst of a global pandemic (and still ended up 4x'ing their revenue), and cover the takeaways you can apply.

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Transcript

1. Finding growth opportunities
   
   
   when sh*t hits the fan
   

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2. @asiaorangio
   demandmaven.io
   

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3. @asiaorangio
   demandmaven.io
   

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4. How can we possibly
   

   grow in a pandemonium?
   @asiaorangio
   demandmaven.io
   

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5. Know our “jobs”
   @asiaorangio
   demandmaven.io
   Our mission: did anything change for
   customers? If so, what?
   

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6. @asiaorangio
   demandmaven.io
   A “job” is defined as the
   progress that a person is
   trying to make in a particular
   circumstance that would cause
   them to buy a product or
   service.
   
   
   Clayton Christensen, Author of Competing Against
   Luck
   

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7. Why were customers hiring
   
   
   our product?
   
   
   And what were they “firing”?
   @asiaorangio
   demandmaven.io
   

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8. @asiaorangio
   demandmaven.io
   

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9. @asiaorangio
   demandmaven.io
   The Job(s):
   
   
   - Eliminate double-bookings
   
   
   - Sync properties across channels
   

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10. @asiaorangio
    demandmaven.io
    Needs:
    
    
    - In one place
    
    
    - That’s reliable
    
    
    - Good UX / ease of use
    
    
    - Helps me save time
    

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11. But we also heard a some
    interesting feedback..
    @asiaorangio
    demandmaven.io
    

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12. @asiaorangio
    demandmaven.io
    "Honestly, I wasn't choosing
    Uplisting first because the other
    competitors had shinier and
    prettier marketing."
    

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13. @asiaorangio
    demandmaven.io
    "Honestly, I wasn't choosing
    Uplisting first because the other
    competitors had shinier and
    prettier marketing."
    "Mostly I was hoping that
    Uplisting would be something I
    could depend on and wouldn't
    give me issues like all of the
    other products."
    

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14. @asiaorangio
    demandmaven.io
    "Honestly, I wasn't choosing
    Uplisting first because the other
    competitors had shinier and
    prettier marketing."
    "I think I tried maybe 2-3
    other platforms before I
    finally got to Uplisting. But
    honestly, all of those other
    platforms were soooo
    terrible.
    
    
    Once I saw that a platform
    was going to cause trouble,
    I'd immediately cancel and
    start my search for
    another."
    "Mostly I was hoping that
    Uplisting would be something I
    could depend on and wouldn't
    give me issues like all of the
    other products."
    

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15. Update positioning
    @asiaorangio
    demandmaven.io
    Shoutout to April Dunford and her gospel on
    positioning. But yes — we updated this, too.
    

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16. We learned a big thing:
    
    
    the way customers saw us
    
    
    had changed.
    @asiaorangio
    demandmaven.io
    

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17. Before:
    
    
    ● Focus on ease of use
    and simplicity
    
    
    ● Connect with all of your
    favorite apps
    
    
    ● Easy to make the
    switch
    
    
    ● So many features!
    @asiaorangio
    demandmaven.io
    

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18. Before:
    
    
    ● Focus on ease of use
    and simplicity
    
    
    ● Connect with all of your
    favorite apps
    
    
    ● Easy to make the
    switch
    
    
    ● So many features!
    @asiaorangio
    demandmaven.io
    After:
    
    
    ● Focus on quality
    
    
    ● Reliability — won’t
    disconnect or cause
    issues
    
    
    ● Quick to configure
    
    
    ● Features designed for
    productivity
    

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19. Overhaul website
    @asiaorangio
    demandmaven.io
    This is what, like, every marketer does, right?
    
    
    Overhaul the website?
    

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20. @asiaorangio
    demandmaven.io
    

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21. But in a sea of competitors,
    
    
    we didn’t really stand out.
    @asiaorangio
    demandmaven.io
    

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22. @asiaorangio
    demandmaven.io
    

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23. @asiaorangio
    demandmaven.io
    

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24. So we did a glow-up!
    @asiaorangio
    demandmaven.io
    

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25. @asiaorangio
    demandmaven.io
    

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26. @asiaorangio
    demandmaven.io
    

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27. Fix onboarding
    @asiaorangio
    demandmaven.io
    It was clear there was drop-off in the funnel, but
    how to improve it?
    

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28. We’re reminded of the JTBD:
    
    
    “Eliminate double-bookings”
    @asiaorangio
    demandmaven.io
    

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29. @asiaorangio
    demandmaven.io
    The North Star Metric is the
    single metric that best
    captures the core value that
    your product delivers to
    customers. Optimizing your
    efforts to grow this metric is
    key to driving sustainable
    growth across your full
    customer base.
    
    
    Sean Ellis, author of “Hacking Growth”
    

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30. A few “North Star” options:
    
    
    @asiaorangio
    demandmaven.io
    - Connect first channel
    
    
    - Sync first properties
    
    
    

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31. @asiaorangio
    demandmaven.io
    

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32. @asiaorangio
    demandmaven.io
    Before:
    
    
    ● Onboarding emails
    were all over the place
    
    
    ● Airbnb connection
    process was long
    
    
    ● No in-app guidance or
    clear direction
    

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33. @asiaorangio
    demandmaven.io
    Before:
    
    
    ● Onboarding emails
    were all over the place
    
    
    ● Airbnb connection
    process was long
    
    
    ● No in-app guidance or
    clear direction
    

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34. @asiaorangio
    demandmaven.io
    After:
    
    
    ● Streamlined Airbnb
    connect process
    
    
    ● Updated product guides
    
    
    ● Updated onboarding
    emails
    
    
    ● Created in-app flows to
    prompt new users
    

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35. @asiaorangio
    demandmaven.io
    After:
    
    
    ● Streamlined Airbnb
    connect process
    
    
    ● Updated product guides
    
    
    ● Updated onboarding
    emails
    
    
    ● Created in-app flows to
    prompt new users
    

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36. Okay, okay — the results.
    @asiaorangio
    demandmaven.io
    

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37. 20%
    @asiaorangio
    demandmaven.io
    increase in connection
    rate
    

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38. 3x
    @asiaorangio
    demandmaven.io
    lift in new signups
    

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39. 4x
    @asiaorangio
    demandmaven.io
    lift in revenue (MRR)
    

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40. Check your customer’s JTBD
    and if they’ve changed
    
    
    Update positioning/messaging
    
    
    accordingly
    
    
    Fill any other “gaps” in the
    funnel or customer exp.
    
    
    @asiaorangio
    demandmaven.io
    1
    
    
    2
    
    
    3
    
    
    How to find growth opportunities
    
    
    when sh*t hits the fan:
    

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41. Thank You!
    @asiaorangio
    
    
    asia@demandmaven.io
    
    
    demandmaven.io
    

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