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