Get my free new Biz Jumpstart Kit!<\/a><\/div>\n<\/div>\n\n\n\nThe most important thing when it comes to identifying growth<\/h2>\n\n\n\n
At this point in time, once you’ve done your customer development, identify your growth channels, all about brainstorming ideas that have leveraged.<\/p>\n\n\n\n
This is a really important takeaway here. And what I want you to think about is how can you talk to a lot of your ideal customer profile or engage with a lot of them with just one key action. If for example, that’s cold email, what you’re going to identify is what is the personalized email approach I can take to reach out to a hundred sales managers if I’m selling the sales managers.<\/p>\n\n\n\n
Or maybe in your customer development, you’ve realized that all these associations have really good attendance in terms of their membership basis, and that what you can do is you can offer some live events.<\/p>\n\n\n\n
What would you want to think about in that situation is how can you create small group environments of at least 30 or so folks so that you can do one presentation as opposed to doing 30 presentations with 30 different folks. Another example is maybe you’re going old school and you’re going to do direct mailers as your growth channel. In this situation, what you might do is you might want to design an experiment for how you can get batches of addresses that you can send a hundred mailers out at once as opposed to just 20 or 30.<\/p>\n\n\n\n
Ultimately the takeaway here is you want to think about growth ideas that are going to have leveraged for you and your team. In most situations, early stage startups are working with small growth teams. Ultimately, what that means for you and your team is that every idea that you’re really trying to test and validate needs to be a force multiplier. You cannot be thinking in just individuals singles. It’s not something where you’re just trying to get more individual calls done every single week with prospects.<\/p>\n\n\n\n
Instead, you’re trying to think about more scalable ways to actually get in front of the right customers. So what’s a recent example of this. Well, I noticed when I was first joining my most recent company, that a lot of people were hanging out in Facebook groups and that they loved hanging out here. They were posting every single day in these Facebook groups about all the things they were doing with other people that shared similar job titles to our ideal customer profile.<\/p>\n\n\n\n
So what I noticed was that these Facebook groups weren’t creating real genuine moments of community building in terms of having live events for these folks to go hang out with each other. So what I did was I tested out live events in which we would have these small group environments where people can meet and greet with all different folks from all across the nation who shared similar work to them in their day to day.<\/p>\n\n\n\n
So what we started to do was we put together some live workshops where we would feature somebody from the community and talk about some sort of topic that all these people would care about. And then we’d have a question and answer section where they’d be able to interact and hear from others in terms of learnings on that particular topic.<\/p>\n\n\n\n
The reason why that’s so powerful is because we took something that was becoming purely digital in format in terms of typing down exactly what was going on in the Facebook groups and turn it into something that was more human. We allowed humans to connect with one another, and that ultimately became a big growth channel for us last year because these live events would become hangout situations for all of our prospects.<\/p>\n\n\n\n
And from there, our prospects get really warm and fuzzy feelings about us as a brand, because we are the people that are always giving them some great opportunities to connect with other peers in their space. So sometimes we would do direct sales pitches on our product or service, but other times we wouldn’t need to do that at all.<\/p>\n\n\n\n
And the reason why is because ultimately we were the curator for the event. So regardless of whether or not they were thinking about our product or service today, they’re going to ultimately turn to us when they actually needed to solve the problem that our product solves. So the next time that you’re going about your typical day, trying to identify growth channels, what I want you to really focus on is what gives you leverage?<\/p>\n\n\n\n
In the example, I just shared, we’re able to host an event and have hundreds of our ideal customers in the same room at the same time, with the same use of the one hour slot. And that’s really powerful because it allows our small growth team to continue to drive impact and get more leads for our business.<\/p>\n\n\n\n
What you can also think about is as you’re going about your typical day to day, how do other businesses use ideas with leverage? For example, you’re going to Costco you, what you might realize is that the samples are an idea that gives leverage. There’s one employee that’s giving samples to 20 plus people at a time which effectively expands out their funnel than if they were to have individual meetings with every single person that wants to sample that product. So that is a leverageable idea that you see right there.<\/p>\n\n\n\n
The biggest mistake people make<\/h2>\n\n\n\n
One of the biggest mistakes I think people make when it comes to finding growth channels for their startup is they try to do too many things at once and they don’t actually focus on aligning the channel that they have in mind with their core market and what resonates with their market. Sometimes it’s not about reinventing the wheel. It’s literally about looking at what’s going on in your space and how can you 10X that experience.<\/p>\n\n\n\n
I knew that those live events were going to work because of A: the Facebook groups, but also because we had some competitors that were doing some general live events. But when I watched the replays of those competitors, they were all boring events that had no engagement with the audience. It was just somebody speaking at an audience, kind of like a really bad classroom experience where your teacher just lectures you and then tells you to go do your homework.<\/p>\n\n\n\n
And so if you can think about ways that you can connect to the needs and desires of your prospects, and then create these engaging experiences that don’t just sell your product or service, but they sell a collective experience, well then you’re going to have yourself a great growth channel.<\/p>\n\n\n\n
The other thing that we’re not going to be able to dig really into it today is just make sure that you’re testing enough different ideas. As long as you’re executing on testing one to three different growth channel ideas every few weeks or so, you’re ultimately going to get to your major breakthrough, which is then going to serve as the basis for a foundational building block of your growth engine.<\/p>\n\n\n\n
If you liked this article, be sure to\u00a0check out my YouTube channel<\/a>\u00a0to get new videos every single week. I\u2019ll help take you from zero to self-starter as you grow your business, get more customers, and hone your business acumen. Also, feel free to share this with anybody that you think might benefit from learning how to grow their startup.<\/p>\n\n\n\n