Welcome to Sabantuy CEO Camp 2015Naberezhnye Chelny, June 15 - July 11

This year Sabantuy is competition

• Rapid Growth is the core essence of every successful startup

• We expect you grow rapidly in just 1 months

• Demonstrate your customer adoption metrics

• Consumer software: grow to tens of thousands of users

• SaaS for SMB: get 20 paying customers

• Enterprise software: sign contracts with 2 large accounts

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The ChallengeFor This Week

1. Set goals based on your key business metrics

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SET GOALS

» We help you see where you are today and where you want to be in 3 months.

» Pick your sales wins (low hanging fruits):1. Growth (users, customers

revenues you can get?)2. Time (how soon it’ll

happen?)3. Effort (how much you’ll

need to do)

• Revenue metrics: leads, Conversion, CLV

• Customer data: Individual users, large clients, specific group of customers

• Small, large and medium CLV• Funnel: stages, dealmaker,

conversions• Online, face to face and telesales

funnels• Cost metrics: CPA, COS, FixCosts• Stage of your startup: Discovery,

Test, Scale

Keep it simple

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» Start with your #Leads, C1 and CLV

» List your customer segments and traction channels

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vlauncher.com/template

2. Get Market traction, grow your startup

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EXECUTE

» Build your To Do List carefully: what do you do first? Where is the biggest impact? Take these items, break them down to the details, try and see what works best to grow your startup.

» Test your sales wins:1. Hypothesis (this is what we

thought)2. Action (this is what we did)3. Data (this is what we’ve got)4. Insight (this is what we’ve

learned)

• Build your landing pages• Do email marketing• Run ad campaigns: Paid Search,

Affiliate, …• Arrange customer meetings• Follow-up with website leads • Make your blog or online

community• Create slides, whitepapers,

infographics, …• Contact journalists and bloggers • Attend tradeshows

3. Demonstrate the results

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DEMO RESULTS» Every two weeks we’ll

hold a board meeting to give you feedback and discuss the next steps with you.

» 1. Startup presentations 2. Feedback (1 – 10) and

comments on thenext steps

3. Best performing startups

• Update your metrics table to show the difference between where you’ve been 2 weeks ago and where you are now

• Show your sales pipeline, pilot projects results, signed contracts, list of orders, best performing acquisition channels or other important deliverables

• Best performing startups win the challenge

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Introduction

Tell us about your startup

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• Your startup

• Your customer adoption metrics (users, customers, revenues)

• Where you’ve been when you first attended Sabantuy events

• Where you are now

• Where you want to be by the end of SabantuyCEO Camp

Tell us about your startup

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YourStartup

Your customer adoption metrics

Where you’ve been when we first met at the workshop

Where you are now Where you want to be by the end of SCC

Crypho, Norway – enterprise messaging subscription, free for consumers

1 large enterprise clients5 paying customerMRR 2k EUR

Same Reach out to CISO 50k EUR recurring revenue

Pipe, Berlin – p2p file transfer Facebook app – few thousands users. Focused on a product

Launch in July 20-40k usersTest virality

Denis, Ukraine – cloudifile, Dropbox encryption & data protection

Launched end of Feb Working with journalists/PR200 active users

5k active usersFind business model

Whispeer, Berlin – SN privacyapp

200 users 430 users, 60 joined today Launch today :)

10k active users Find business model? Freemium?

Tell us about your startup

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YourStartup

Your customer adoption metrics

Where you’ve been when we first met at the workshop

Where you are now Where you want to be by the end of SCC

Keygo.me, Singapore – secure photos & messaging, Mobile App

Just launched 30 beta testers

100 active users, Android iOS development

10k active users

NolimitVPN.com, Singapore Focused on individuals(25k users, 400 customers)

SMB-focused28k users, 500 customers Signed SMB contract, 600EURDoubled sales!

100 SMB contracts 60k EUR bookings

MyVPN.com – Secure VPN, Moldova, US

Launched in November40 paying users

500 paying users2k EUR MRR Product for SMB/Enterprise

40k trial users5k paying users 25k EUR MRR

getexcalibur.com, mobile/PC app, authentication, Slovakia

<100 beta testersTech partners with Poland Telco

10k usersBusiness model?

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The Startup Challenge

By the end of this week you’ll

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SET GOALS

Pick your sales wins:1. Growth2. Time3. Effort

EXECUTE

Test your sales wins:1. Hypothesis2. Action3. Data 4. Insight

DEMO RESULTS

Board meeting:1. Present startup2. Feedback (1-10)3. Best startups

• Tuesday: show your HADI results and metrics table (before – after)

• If you attended Sabantuy events before – show this difference (where you’ve been when we first met at the workshop VS where you are now)

• If you didn’t attend Sabantuy events, we’ll bring you up to speed

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Key BusinessMetrics

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We’ve emailed you SCC PDF

Find your startup, add Leads, C1 and CLV: vlauncher.com/sabantuy

p. 5-16

Explain your leads and CLV p. 17-23

Add Funnels p. 25-38

Decide on your funnel types p. 29

Add costs for Funnel (A) p. 30-34

Add costs for Funnel (B) p. 35-40

Add costs for Funnel (C) p. 41-47

Check list to help you work through metrics

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Are you ready with these items? Yes/No

What are your customer segments?- What do you need to know about your leads? Is your CLV small, medium or large? - What is your target market size?

What are your traction channels? - For a traction channel: how much $$ would your channel generate? What are the different scenarios?- For a partnership: how much $$ would your partnership generate? What are the different scenarios?

Where are your best growth numbers? - Where you are now? Where you want to be?- What % of your revenue?- In what customer segments? In what traction channels?

How you get from leads to customers and what is your most important step in the funnel?- What funnels do you need to work with your users or customers? - Where you are now and what you want to improve?

What is the cost side? What is your CPA? What are the FixCosts? COS?

Best items on your todo list?

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» Your customer segments and traction channels?

What is the list of your traction channels?

What % of your total revenue?

What is your best growth number? (#customers * CLV)

Pick a niche that gives you 50%+ of your revenue.

Picking a niche

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• Ecommerce company – had 6 different ideas where to go:• Sell to small businesses• Sell to the advertising agencies• Sell to big brands• Do affiliate programs with online portals• Create widget to sell online • Create a mobile app

• Listed all the niches to see how much revenue the company could get with each niche

• 80% of revenue from selling to big brands!

You’ll need to collect different information depending on whom you work with:- individual users, - large clients or- specific group of customers

You’ll need to have several lines, if you have customers with small, medium and large CLV at the same time.

How much $$ would your partnership generate?

What are the different scenarios?

What is your target market?

Change the price. See how it affects conversions and profit.Online: high price gives you lower conversion

Picking a price online

Increased price x3

33 buyers yielded 5 times more profit!

Conversion fell 21,46% to 6,52%

Marketing costs increased x3

Don’t make the price too high

It kills your conversion

What is the most important step in the funnel?

What is your funnel now and what do you want to improve?

What funnels do you build to work with your users or customers?- Online Funnel (A), - Face to Face Funnel (B),- Telesales Funnel (C)- or combination?

What is your C1?

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• Online sales: free trial, 5% users paid $800• Inside sales model

• Collected emails and phone numbers at the website

• Followed-up with website leads • Two weeks to implement yields $165k in

profit.

Download rate goes down

C1 goes up

Online sales funnel: free trial, users pay $800.

Inside sales model: follow-up with website leads.

Profit goes up

What is your CPA? What is your FixCosts?

Highlight where the conversion is low

Set the goals,increase conversion