What helps make growth happen and why one size doesn’t fit all
Nordic Growth HackersMichael Moesgaard Andersen
28 September 2016
Easter Parade, 1900 (Kilde: Jazz Hostels)
Easter Sunday, 1913 (Kilde: The Bowery Boys)
2005
2013
Digital rebels
Key characteristics:
Network effects (Metcalfe’s law) No ownership of assets Strong IT-engine Tactical pricing Disruption/high TCO Ability to execute Rethinking innovatively
→→ Trend is you friend
B-t-CHow to get 200,000+ customers quickly
B-t-BHow growth suddenly came about
CONFIGITTURNOVER
TURN
OVE
R D
KK
Bearing points, extreme CBB Mobile B-t-C growth hacking
• Reversing cash flows (e.g. prepaid)• Best-in-class customer care• Lean product line (no frills)• Average technology• Disruptive culture (young staff)• Sales through B-t-C-branding
Bearing points, extreme Configit B-t-B growth hacking
• Funding needed (postpaid)• Account management key• Somewhat diversified product (many frills)• Best-in-class technology• Research-like culture (experienced staff)• Sales through B-t-B-branding
Are you B-t-C or B-t-B?
• Reversing cash flows (e.g. prepaid)
• Best-in-class customer care• Lean product line (no frills)• Average technology• Disruptive culture (young
staff)• Sales through B-t-C-
branding
• Funding needed (postpaid)
• Account management key• Somewhat diversified
product (many frills)• Best-in-class technology• Research-like culture
(experienced staff)• Sales through B-t-B-
branding
Other actionable point to consider
• Founders to go “all-in”• Founders to retain a decent ownership share• Gamble at the right time• Continued product development• Founders/CEO to participate in sales• Recruitment is key (culture + professionalism)
Internal recruitment over time Sales people from competitors, if possible
• Investors and founders fully aligned
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