how to supercharge your growth using ideal customer profiles

HOW TO SUPERCHARGE YOUR GROWTH USING IDEAL CUSTOMER PROFILESLincoln Murphy, FounderSixteen Ventures

Presented to:

Jan. 6, 2016

In this session we’ll cover…

Why does this even matter?1

2 Identify your Ideal Customer

3 Enter the Conversation

4 The Scientific Method

5 Dirty Little Secret

Copyright © 2016 Sixteen Ventures. All rights reserved.

I’ve got a DIRTY little secretStick around... I’ll share it at the end


Lincoln’s Clarity Resource Guide


http://sixteenventures.com/clarity




WHY DOES THIS EVEN MATTER?



Most People START with TACTICSThat’s where most people go wrong. Don’t be most people.



START with Your Customers!Then develop PERSONAS in that order



TARGET specific CustomersEven though FOMO is telling you NOT to do this.



MARKETING channels will appearOkay, it might take some work, but the results will be worth it!



IDENTIFY YOUR IDEAL CUSTOMER



SITUATIONAL AWARENESS

SituationalAwareness

Situational DefinitionWhat’s your Goal? What’s the Time Frame?



ReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential

IDEAL CUSTOMER PROFILE



IDEAL CUSTOMER PROFILEReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential



Input: Success PotentialSome customers are more likely to be successful than others



Input: Acquisition PotentialSome customers are easier to reach and faster to close.



Input: Expansion PotentialSome customers will use more and more and more…



Input: Advocacy PotentialSome customers will tell others about your product.



You CAN’T REALLY KNOW what Marketing Channels, Pitch, Pricing, or Messaging to use UNTIL you are clear on your Ideal Customer Profile.



1. Ideal Customer Profile2. Persona Development3. Empathy Mapping4. Distribution / Outreach

THE PROPER ORDER



ENTER THE CONVERSATION



Customer Success = “When your customers achieve their Desired Outcome through their interactions with your company.”



“Enter the conversation already taking place in your customer’s mind.” – Robert Collier



“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937



Success = Their Desired Outcome



The topic of the conversation in their

mindSuccess = Their Desired Outcome



For BOTH the Company & Personas



THE SCIENTIFIC METHOD



Observation Hypothesis TestThen you either pivot or double-down on what’s working



Situation DETERMINES Success How are you doing 30-days in? On your way to the 90-day goal?



You CAN Run Multiple TestsThe only REAL constraint is on resources and customer knowledge



My DIRTY little secret is…Even "ugly" designs and “bad” copy WILL work when super-targeted



@lincolnmurphy

Lincoln Murphy, FounderSixteen Ventures

https://twitter.com/lincolnmurphy

http://sixteenventures.com/

how to supercharge your growth using ideal customer profiles

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