1.
HOW TO SUPERCHARGE
YOUR GROWTH USING
IDEAL CUSTOMER PROFILES
Lincoln Murphy, Founder
Sixteen Ventures
Presented to:
Jan. 6, 2016

2.
In this session
we’ll cover…
Why does this even
matter?
1
2 Identify your Ideal
Customer
3 Enter the
Conversation
4 The Scientific
Method
5 Dirty Little
Secret
Copyright © 2016 Sixteen Ventures. All rights reserved.

3.
I’ve got a DIRTY little secret
Stick around... I’ll share it at the end
Copyright © 2016 Sixteen Ventures. All rights reserved.

4.
Lincoln’s Clarity Resource Guide
Copyright © 2016 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/clarity

5.
WHY DOES THIS EVEN MATTER?
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6.
Most People START with TACTICS
That’s where most people go wrong. Don’t be most people.
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7.
START with Your Customers!
Then develop PERSONAS in that order
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8.
TARGET specific Customers
Even though FOMO is telling you NOT to do this.
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9.
MARKETING channels will appear
Okay, it might take some work, but the results will be worth it!
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10.
IDENTIFY YOUR IDEAL CUSTOMER
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11.
SITUATIONALAWARENESS
Situational
Awareness

12.
Situational Definition
What’s your Goal? What’s the Time Frame?
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13.
 Ready
 Willing
 Able
 Success Potential
 Acquisition Efficiency
 Expansion Potential
 Advocacy Potential
IDEAL CUSTOMER PROFILE
http://sixteenventures.com/clarity

14.
IDEAL CUSTOMER PROFILE
 Ready
 Willing
 Able
 Success Potential
 Acquisition Efficiency
 Expansion Potential
 Advocacy Potential
http://sixteenventures.com/clarity

15.
Input: Success Potential
Some customers are more likely to be successful than others
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16.
Input: Acquisition Potential
Some customers are easier to reach and faster to close.
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17.
Input: Expansion Potential
Some customers will use more and more and more…
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18.
Input: Advocacy Potential
Some customers will tell others about your product.
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19.
You CAN’T REALLY KNOW
what Marketing Channels, Pitch,
Pricing, or Messaging to use
UNTIL you are clear on your
Ideal Customer Profile.
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20.
1. Ideal Customer Profile
2. Persona Development
3. Empathy Mapping
4. Distribution / Outreach
THE PROPER ORDER
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21.
Lincoln’s Clarity Resource Guide
Copyright © 2016 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/clarity

22.
ENTER THE CONVERSATION
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23.
Customer Success = “When
your customers achieve their
Desired Outcome through
their interactions with your
company.”
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24.
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25.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier
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26.
“Enter the conversation
already taking place in
your customer’s mind.” –
Robert Collier, c1937
http://sixteenventures.com/clarity

27.
Success = Their Desired Outcome
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28.
Success = Their Desired Outcome
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29.
For BOTH the Company & Personas
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30.
THE SCIENTIFIC METHOD
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31.
Observation  Hypothesis  Test
Then you either pivot or double-down on what’s working
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32.
Situation DETERMINES Success
How are you doing 30-days in? On your way to the 90-day goal?
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33.
You CAN Run Multiple Tests
The only REAL constraint is on resources and customer knowledge
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34.
Lincoln’s Clarity Resource Guide
Copyright © 2016 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/clarity

35.
My DIRTY little secret is…
Even "ugly" designs and “bad” copy WILL work when super-targeted
http://sixteenventures.com/clarity

36.
@lincolnmurphy
Lincoln Murphy, Founder
Sixteen Ventures

37.
Lincoln’s Clarity Resource Guide
Copyright © 2016 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/clarity