What makes us different
Five parts of a growth system
Product, traffic, landing page and sales, tied together by analytics, work as a single system. A bottleneck in one part holds back revenue as a whole, even if the other four work well.
Constraints removed one at a time
As soon as traffic is cleaned up, it becomes clear the site converts poorly. Once the site is fixed, it turns out the sales team cannot keep up. The strategy sets the order: what to remove first and what later.
Plan versus actual, not a one-off plan
Many stop at writing a plan and getting to work. Without regular checks against reality and conclusions drawn from them, a strategy soon drifts away from what is happening and stops meaning anything.
A hypothesis with a stopping condition
Every hypothesis has a start and end date, a metric, an expected result and a condition for stopping early. So an idea that fails ends by rule, instead of dragging on for months because money has already gone into it.
Seen through revenue
We work from money: the revenue target, average deal size, sales cycle, acceptable cost per customer and break-even point. Growth in traffic or enquiries that never reaches revenue is not treated as a goal.
The result is decisions made
A strategy is valuable not for the size of the document but for the decisions you take on the basis of it. Each such decision is recorded along with why it was made, so there is something to return to six months later.
What we do
The strategy runs from a baseline in figures to a staged plan and regular review. Every proposal in it can be checked against your own data.
We set the baseline
- The revenue target and the marketing target in figures.
- Average deal size, sales cycle and acceptable cost per customer.
- Funnel metrics and the break-even point.
We break it down into five parts
- Product, traffic, landing page, sales and analytics — what works and what does not.
- Which part limits growth right now.
- In what order to remove the remaining constraints.
We build a queue of hypotheses
- Each with a metric, an expected direction of change and a time frame for testing.
- With a condition for stopping early and the minimum data needed to draw a conclusion.
- The queue is ordered by what limits growth most.
We write up the plan
- Stages with durations over a period of 3 to 12 months.
- What the cost of each stage depends on.
- What is paid on top of the work: advertising budget, production, services.
- The boundary of the work: what the strategy includes and what it does not.
What is not included
- Carrying out the strategy — launching advertising, improving the site, analytics — is separate work.
- A guaranteed result in figures: a strategy sets the order of actions, it does not promise the outcome.
- Payment by results or a percentage: we work for a fixed fee.
Ways to work with us
Strategy
- A baseline in figures
- Review across the five parts of the growth system
- A prioritised queue of hypotheses
- A plan for a period of 3 to 12 months
- From 2 meetings
- Day-to-day contact in chat
A one-off piece of work: you receive the strategy and decide who will carry it out.
Strategy and support
- Everything in the strategy
- Regular plan-versus-actual review
- Hypotheses closed with their outcome recorded
- Priorities revised based on results
For when the strategy should not stay a document but be checked against reality regularly.
Strategy within full management
- Everything in support
- Implementation: advertising, site improvements, analytics
- Regular review with the sales team
- One team from plan to result
For when you want to hand both the strategy and its execution to one team.
