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
2. @asiaorangio demandmaven.io
3. @asiaorangio demandmaven.io
4. How can we possibly 
 grow in a pandemonium? @asiaorangio demandmaven.io
5. Know our “jobs” @asiaorangio demandmaven.io Our mission: did anything change for customers? If so, what?
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
7. Why were customers hiring our product? And what were they “firing”? @asiaorangio demandmaven.io
8. @asiaorangio demandmaven.io
9. @asiaorangio demandmaven.io The Job(s): - Eliminate double-bookings - Sync properties across channels
10. @asiaorangio demandmaven.io Needs: - In one place - That’s reliable - Good UX / ease of use - Helps me save time
11. But we also heard a some interesting feedback.. @asiaorangio demandmaven.io
12. @asiaorangio demandmaven.io "Honestly, I wasn't choosing Uplisting first because the other competitors had shinier and prettier marketing."
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."
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."
15. Update positioning @asiaorangio demandmaven.io Shoutout to April Dunford and her gospel on positioning. But yes — we updated this, too.
16. We learned a big thing: the way customers saw us had changed. @asiaorangio demandmaven.io
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
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
19. Overhaul website @asiaorangio demandmaven.io This is what, like, every marketer does, right? Overhaul the website?
20. @asiaorangio demandmaven.io
21. But in a sea of competitors, we didn’t really stand out. @asiaorangio demandmaven.io
22. @asiaorangio demandmaven.io
23. @asiaorangio demandmaven.io
24. So we did a glow-up! @asiaorangio demandmaven.io
25. @asiaorangio demandmaven.io
26. @asiaorangio demandmaven.io
27. Fix onboarding @asiaorangio demandmaven.io It was clear there was drop-off in the funnel, but how to improve it?
28. We’re reminded of the JTBD: “Eliminate double-bookings” @asiaorangio demandmaven.io
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”
30. A few “North Star” options: @asiaorangio demandmaven.io - Connect first channel - Sync first properties
31. @asiaorangio demandmaven.io
32. @asiaorangio demandmaven.io Before: • Onboarding emails were all over the place • Airbnb connection process was long • No in-app guidance or clear direction
33. @asiaorangio demandmaven.io Before: • Onboarding emails were all over the place • Airbnb connection process was long • No in-app guidance or clear direction
34. @asiaorangio demandmaven.io After: • Streamlined Airbnb connect process • Updated product guides • Updated onboarding emails • Created in-app flows to prompt new users
35. @asiaorangio demandmaven.io After: • Streamlined Airbnb connect process • Updated product guides • Updated onboarding emails • Created in-app flows to prompt new users
36. Okay, okay — the results. @asiaorangio demandmaven.io
37. 20% @asiaorangio demandmaven.io increase in connection rate
38. 3x @asiaorangio demandmaven.io lift in new signups
39. 4x @asiaorangio demandmaven.io lift in revenue (MRR)
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:
41. Thank You! @asiaorangio asia@demandmaven.io demandmaven.io