Pirate metrics funnel

Awareness They hear about us

Acquisition They express interest

Activation They reach the ‘aha’ moment

Retention They stick around

Revenue They pay

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Referral They invite friends

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Growth is at the intersection of marketing, data
analytics, product and engineering.

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Understanding your customers

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 Prime yourself to think about customers and their ‘jobs to be done’

● Who are your people?

○ Background/demographics

○ Their goals and challenges

● What problem are we solving and why?

● How do users discover and adopt your product?
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 Customer persona: Adam, the startup guy (60% of users)

Background
● Works in tech
● 25-35 years old

Goals
● Make more informed financial
decisions
● High returns
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Challenges
● Does not know much about super
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 Customer persona: Adam, the startup guy (60% of users)

Behaviours
● Frequently uses social media
● Open to recommending financial
products to friends

How we help
● We invest in companies that he
believes in and understands
● We give more transparency over his
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portfolio

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Lean Framework

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 Testing and tracking your growth funnel
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Customer acquisition strategies

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The Bullseye
Framework
● The Bullseye Framework lets us
ideate and prioritise growth
initiatives.
● It also helps us track what
channels we’ve tested, results
and new ideas.

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 19 Channels of Traction

1. Viral Marketing: Incentivizing your customers to refer other customers.

2. Targeting Blogs: Target the blogs your prospective customers are reading.
3. Publicity: Getting your name out there via news outlets, magazines, TV, etc.
4. Unconventional PR: Publicity stunts, self published media.
5. Search Engine Marketing: Placing advertisements on search engines.
6. Social and Display Ads: Advertisements on social media and other websites.
7. Offline Ads: Newspapers, billboards, direct mail, etc.
8. Search Engine Optimisation: Using keywords & content to attract traffic to your
website.
9. Content Marketing: Writing blogs and articles to gain a loyal following.
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10. Email Marketing: Emails!

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 19 Channels of Traction

11. Engineering as Marketing: Making useful tools that expose customers to you.
12. Business Development: Making strategic, mutually beneficial connections.
13. Sales: Just what it sounds like. Push.
14. Affiliate Programs: Paying a person or company to get sales or leads.
15. Existing Platforms: Facebook, Twitter, Snapchat, earned audience
16. Trade Shows: Great for fostering interactions between vendors and prospects.
17. Offline Events: Helps to attract customers to one place.
18. Speaking Engagements: One effective pitch can make a world of difference.
19. Community Building: Investing in connections among your customers.
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 Case study: Spaceship’s viral waitlist
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 Case study: Spaceship’s viral waitlist
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 Case study: Spaceship’s viral waitlist
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 Case study: Spaceship’s viral waitlist
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 Case study: Spaceship’s viral waitlist
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Founder Institute x Anna Cheng

HealthMatch case study

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HealthMatch case study

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 Performance marketing: HealthMatch case study

$78 CPA $4 CPA

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 Engineering as marketing: Hubspot Case Study
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 Engineering as marketing: Hubspot Case Study

● Between 2006-2011, Hubspot’s free Website Grader was used to grade

more than 4 million websites
● Good for both Hubspot and prospective customers
○ Helped users understand that their sites weren’t performing as well as they could be,
making the value proposition of an inbound marketing system more appealing
○ Functions like a free, automated consultation (Hubspot didn’t need staff to walk users
through the process)
● Collected contact information for sales, generating leads
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 Offline marketing: Koala Mattress case study
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 Offline marketing: Eucalyptus (Normal) Case Study
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 Remember: make the most out of your marketing spend!

● Once they have completed your ‘activation’ event, prompt them for a
review or referral so that you can feed it back into acquisition.
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