1.
@nilanp
THE MISSION DRIVEN
STARTUP

2.
@nilanp
HOW BUILDING YOUR CULTURE

3.
@nilanp
AROUND YOUR CAUSE

4.
@nilanp
CREATES A PRODUCT

5.
@nilanp
THAT GROW ITSELF

6.
FIRST INTRODUCTIONS

7.
@nilanp
INTROS

8.
@nilanp

9.
WHAT IS A
MISSION DRIVEN
STARTUP ?

10.
WHAT IS A MISSION DRIVEN STARTUP ?
MISSION DRIVEN GROWTH
MISSION DRIVEN VALUES
MISSION DRIVEN CULTURE
MISSION DRIVEN METRICS
MISSION DRIVEN OUTCOMES

11.
DEFINITION

12.
ALL STARTUPS START BY SOLVING A
PROBLEM

13.
TRANSFERWISE WAS STARTED
TO SOLVE A PROBLEM
@nilanp@nilanp

14.
IN OUR CASE A PERSONAL PAIN POINT
HELPED TO SEE AN EPIDEMIC DYSFUNCTION IN
THE ENTIRE INDUSTRY, WHICH LACKED ANY
NATURAL FORCE OF IMPROVEMENT OR MOVE
TOWARDS RESOLUTION.
— KRISTO KÄÄRMANN & TAAVET HINRIKUS@nilanp@nilanp

15.
@nilanp
PROVE IT

16.
@nilanp
“We will ask the FCA to
ensure that nobody uses
misleading terms such as
‘free’ and ‘0%
commission’ when fees
are hidden in the rates
being charged”

17.
@nilanp
PROJECT
ROBIN HOOD

18.
@nilanp

19.
@nilanp
WHY DO WE NEED TO GO TO SUCH
EXTREMES ?

20.
@nilanp
A BANK COULD HAVE STARTED
TRANSFERWISE AT ANY POINT IN THE
LAST 100 YEARS
@nilanp

21.
@nilanp
BUILDING TRUST IN AN INDUSTRY
THAT HAS SYSTEMICALLY ERODED IT
REQUIRES EXTREMES
@nilanp

22.
@nilanp

23.
@nilanp

24.
MISSION DRIVEN GROWTH

25.
@nilanp
EVANGELISM IS THE BIGGEST
DRIVER OF GROWTH

26.
WE BELIEVE WE CAN CREATE
EVANGELICAL CUSTOMERS

27.
SO WHY DO PEOPLE RECOMMEND
OUR PRODUCT ?

28.
RATIONALRATIONAL EMOTIONAL

29.
RATIONALPRODUCT BRAND

30.
RATIONAL
SPEED
CONVENIENCE
PRICE
COVERAGE
BRAND

31.
TO ACHIEVE ADVOCACY YOUR PRODUCT
NEEDS TO BE AN ORDER OF MAGNITUDE
BETTER THAN THE ALTERNATIVE

32.
BUT DON’T DO THIS AS “GROWTH
HACK” DO IT BECAUSE THE WORLD
DESERVES IT

33.
RATIONAL
SPEED
CONVENIENCE
PRICE
COVERAGE
BRAND

34.
@nilanp
PEOPLE DO NOT TALK ABOUT MONEY
TRANSFER IN THE PUB
@nilanp

35.
@nilanp
GIVE YOUR CUSTOMERS STORIES
TO TELL
@nilanp

36.
@nilanp
INSPIRE PEOPLE WITH YOUR CAUSE AND YOU WILL
CREATE A MOVEMENT BIGGER
THAN YOUR STARTUP
@nilanp

37.
You can’t copy
that !

38.
MISSION DRIVEN CULTURE

39.
@nilanp
OBJECTIVE : INSPIRE PEOPLE WITH THE
MISSION

40.
@nilanp

41.
WE WORK IN AUTONOMOUS
INDEPENDENT TEAMS THAT
FOCUS ON KPIS THAT MAKE A
DIFFERENCE TO OUR
CUSTOMERS AND DRIVE OUR
GROWTH
@nilanp@nilanp

42.
@nilanp
THE CURRENCIES TEAM WORKS ON
LAUNCHING NEW CURRENCIES
@nilanp

43.
@nilanp
IT IS AUTONOMOUS & INDEPENDENT
@nilanp

44.
Currencies Operations Verification Conversion Experience Virality Marketing
@nilanp

45.
MISSION DRIVEN VALUES :
CUSTOMERS > TEAM > EGO

46.
@nilanp

47.
@nilanp
WEAK PRODUCT OWNERSHIP

48.
@nilanp
EVERY PART OF THE PRODUCT IS
OWNED

49.
@nilanp
ANY TEAM CAN CHANGE ANY PART OF
THE PRODUCT

50.
@nilanp@nilanp

51.
MARKETING
PRODUCT
@nilanp@nilanp

52.
WHAT HAPPENS WHEN YOU HAVE
DISAGREEMENTS ?

53.
@nilanp
ACCOUNT PAGE PIC

54.
@nilanp
ACCOUNT PAGE PIC

55.
TITLE TEXT
@nilanp
FOCUS ON CUSTOMERS

56.
MISSION DRIVEN METRICS

57.
@nilanp
#HAPPYCUSTOMERS

58.
@nilanp
#UNHAPPYCUSTOMERS

59.
MISSION DRIVEN METRICS - NPS

60.
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters

61.
Would you recommend us to
your friends?
1 2 3 4 5 6 7 8 9 10
Detractors Neutral Promoters
Total
Promoters - Detractors
= NPS

62.
If promoters >
detractors you WILL
grow

63.
N.B. This is fucking
hard.

64.
It works !
(But barely)

65.
It works !
(But barely)
It works with
no significant
issues !

66.
It works !
(But barely)
It works with
no significant
issues !
It works. Wow that
was slick

67.
It works !
(But barely)
It works with
no significant issues
!
It works. Wow that
was slick
You’ve just blown
my socks off that
was fucking
incredible

68.
MISSION DRIVEN OUTCOMES

69.
ONWARDS
@nilanp