Scaling-Up and loving it

1. SCALING UP AND LOVING IT!
THE UNRULY PERSPECTIVE

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SCALING UP!
You have successfully started a
venture
Can you adapt to a larger
workload?
…without compromising
performance or losing revenue?

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SCALING UP
The Scale-Up Challenge, November 2014

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IT ALL STARTED IN 2006…
What is Unruly?
The leading programmatic
platform for Social Video
advertising
Work with brands and their
agencies to get their videos
watched, tracked and
shared across the open web
Our Vision
Be the Global Leader for
Social Video Advertising
Our Mission
Deliver the Most Awesome
Social Video Campaigns on
the Planet

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HOW WE HELP BRANDS
Unique Data Set
1.3 trillion video views
Analysis of 116 million
shares per day
Sharerank
Target custom audiences
Video
Mobile
Native
Monthly audience - 1.27 billion
uniques
Open Web
Outside of YouTube

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THOUSANDS OF CAMPAIGNS…

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FROM A HUMBLE BEGINNING…
Private company
HQ in London
15 offices
Americas, APAC and EMEA
190 people
$43m annual revenue 2014
c. 40% annual growth

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THIS DIDN’T HAPPEN OVERNIGHT

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THE MYTHS ABOUT SCALING UP
Myth 1: All growth is good!
Myth 2: Bigger is always better
Myth 3: Businesses must “grow or die”

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THE TRUTH ABOUT SCALING UP
Truth 1: Scaling up can be good or bad
Truth 2: Bigger is NOT always better
Truth 3: Businesses must “improve or die”

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WHY DO STARTUPS FAIL?
20 January, 2014

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PREMATURE SCALING UP
Startup Genome Report Extra on Premature Scaling, March 2012
74% of high growth internet startups fail due to premature scaling up
No startup that scaled up prematurely passed the 100,000 user mark
93% of startups that scale up prematurely never break the $100K revenue
per month threshold
Startups that scale up prematurely outsource 4-5 times as much of their
product development than startups that scale up properly
Before scaling up, funded startups that scale up prematurely are on average
valued twice as much as startups that scale up properly and raise about
three times as much money
The team size of startups that scale up prematurely is 3 times bigger than
the startups that scale up properly at the same stage

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ARE YOU PREPARED TO SCALE UP?
Why should we do it?
How much should we grow?
Are we ready to scale up?
Are the right people, processes
and controls in place?
What do we need to do to
prepare for scaling up?
What are our risks of scaling up?
How will we manage those risks?
What are the “red flags” that
we may be growing too much or
too quickly?
Growth will stress existing people, processes and controls.
Growth requires the entrepreneur to fundamentally change.

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1. GET THE BASICS DOWN
1.Ensure that your core product
reaches “market fit”
2.Discover your largest core users
3.Identify the marketing channels
with biggest ROI
4.Make sure you have the resources
to scale up

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2. CLEAR OUT THE NEGATIVE BEHAVIOUR
1.Nip it in the bud
2.Adequacy before excellence
3.Try time shifting
4.Focus on the best times, the worst
times, and the end
Before you even start, try to eliminate destructive behaviour

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3. DEAL WITH YOUR ILLUSIONS
1.What used to work may no longer work
2.Firm age and size lead to stability
3.Success breeds overconfidence

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APPLYING HESS’ THEORY
Strategic Focus
Operational Excellence
Constant Improvement
Customer Centricity
High Employee Engagement
The qualities that consistent, high performance
companies have…

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STRATEGIC FOCUS
SHARED RESPONSIBILITY
Equal voice & contribution =
commitment
Consistent diagnostics
XP - Agility to move with the
market
XP - Lots of small changes add
up to big difference

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STRATEGIC FOCUS CTD.
MANAGEMENT
Strategic Anchors
Thematic Goal
Defining Objectives
Standard Operating
Objectives
Quarterly Town Hall
Visible goals
OneRuly Day
Friday Flash

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OPERATIONAL EXCELLENCE
Consistent communication
Pre & post-sale
Between teams
Never be chased
KPI optimization
Seize opportunities
Upweights
Renewals
Reject failure on client
deliverables

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CONSTANT IMPROVEMENT
Retrospectives
The Good
The Bad
NPS
Our Clients
Our Staff
Accept sunsetting

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CUSTOMER CENTRICITY
Collaboration
Client-centric roadmap
Be rationale
Get there quickly

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HIGH EMPLOYEE ENGAGEMENT
Social and inclusive
Open floor
Awards
Celebrate success (all the time)
Unruly Values
#DeliverWow
Embrace Change
Share The Love

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THE GROWTH AHEAD – MY TAKE
No fear
Confidence
Challenges we’ve overcome
Ability to problem-solve
Awesome people
Delegation
Trust
Everyone a stakeholder
Enjoy the growth
We’re building something
special
Not just a job
Inspired by the next level

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DOES SCALING UP END?
Scaling up is about transmitting the
qualities of your OWN particular
excellence
Scaling up is about continuing to
move ahead!

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SOME FOOD FOR THOUGHT!
“Adapt what is useful, reject what is
useless and add what is specifically
your own”

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QUESTIONS, AHA! OR NEXT
STEPS