data driven going to market strategy
TRANSCRIPT
0. Understand what’s your basic unit of scaling
1. Where?
Candidate list
Candidate list
Narrow down
• Desk research
• Interviews
• Leverage existing data
country preexisting userbase conversion rate CPC word of mouth
DE 1776 5.8% €0.72 50%
ES 4022 8.7% €0.29 52%
FR 1907 9.1% €0.68 49%
PL 347 7.2% €0.53 39%
AT 465 4.0% €0.68 37%
SI 50209 6.6% €0.12 50%
IT 13176 3.1% €0.24 36%
2. Acquisition channels
Cost dynamics
Cost x Time
“Do things that don’t scale” — P. Graham
Predictability is key
Example: B2B sales
• Sales cycle: X days
• Y new customers/month per sales person
3. Segmentation
… is a process
cost model +
value model +
segmentation +
acquisition model
cost model +
value model +
segmentation +
acquisition model
4. every channel
has its own cost dynamics
1. customers from
different segments have different (life-
time) value
3. customers from
different segments come
from different channels
2. customers from
different segments costs
differently
(4. When?)
Seasonality
• Different segments
• Different behaviour
• Different volumes
5. Path to profitability
become profitable
stop loosing more money
with each additional booking
passengers/city/day
take
rate
[eur
]
⥁
Cost x Time
passengers/city/day
Market Stage
www.hekovnik.com | Source: Joe Betts-LaCroix This work is licensed under http://creativecommons.org/licenses/by-sa/3.0/
13,5% 34% 34% 16%2,5%
⥁Hypothesis
1.Where?
2.Acquisition channels
3.Segmentation
4. (When?)
5.Path to profitability
