historyWe live in the one of the most

of commerce.

interesting periods in the

“May you live in interesting times.”

We are in a mass extinction of businesses.

7

new within the last decade

1000 are >70%

of businesses on the US Fortune

01 NEW

02 NEW

03 NEW

04 OLD

75% of the companies on the

Fortune 500 list will be companies we’ve never even

heard of

2020

That means that 375 slots on the Fortune 500 are up for grabs!

375UP

GRABSFOR

The lifespan was 75 years

Fortune 500 company.

Fortune 500 company.

Fortune 500 company

Fortune 500 company.

Now that lifespan is just 15 yearsAnd soon, it’ll be only 5 years

The Fortune 500

You can no longer just buy your industry’s Uber.

You have to be your industry’s Uber.

This is because the fundamental nature of how we work

is changing.

Here’s why:

If you’re not trying to put yourself out of business,

someone else is

High

Value

LowStart 5 Years

Rate of Knowledge Depreciation

20th Century

21st Century

Innovators Early Adopters Early Majority Late Majority Laggards

Trial usersVastMajority

Big BangMarket segments

Startup to Scale-up

1Getting Product Market FitSTART-UP:

Jobs-to-be-done

Step 0: Define the User

Assumption“As an x I want

to y so that I can z.”

It’s tempting (but wrong) to look at this chart for P/M fit.

Product B Does NOT Have P/M

Fit

Product A

Product A HasProduct/Market

Fit

% Active

Time

Product B

0%

25%

50%

75%

100%

Adoption is only half of P/M FitRetention is the other half

You can only grow so far without P/M fit

2Getting the Math to WorkSTART-UP:

Start with the customer, and work your way back.

“My CLTV is $1,200 and I want a COCA:CLTV of 1:3”

CoCA: $400

CoLA: $40

CoVA: $2

5% Visit-to-lead

10% Lead-to-customer

Average CLTV: $14,099

3Getting the Math to ScaleSCALE-UP:

It’s not interesting to me to give you $1 and get $3 back. I want to give you $1M and get $3M back.

Raise hand: Any Terminator fans in here?

“Bots will never replace real people. This is a

colossal waste of time.”

When you’re really good at keeping customers, you can spend more on getting customers.

Disc

ount

ed ca

sh

Time

Max Cash Consumed

Investment Period

PaybackPeriod

ProfitPeriod

Growth Leverage

Self funding point Break even point

Managers may be hurting adaptability.

A 90% scholarship for seed stage startups

www.HubSpot.com/startups

Thank You!