Ecommerce All Stars Ecommerce Event

Text Me For Slides/Questions 858.204.9500
“Using Leverage For Rapid Growth,
Funding + To Scale Your Team”
Roland Frasier
DigitalMarketer | NativeCommerce

Growth Starts With Managing
Growth Ideas

#EcommAllStars © 2017 Roland Frasier
Prioritize What To Do First With The GISCTool

3 Ways To Find The Leverage In
Your Business…
#1: Contribution/Replication Test
#2: Rapid Growth Leverage Checklist
#3: Leverage Mapping Canvas

Method #1: Industry Level
What Channels Provide
The Highest ROI In The
Industry?
Source: Internet Retailer Best Ecommerce Marketers 2017
Email + Social
Provide The
Most Leverage.

Contribution/Replication Test To Determine Ideal Leverage
Opportunities…
#1: What activity contributes the most to top line revenue?
#2: What activity contributes the most to margin?
#3: What activity contributes the most to profitable growth?
DM = Events
DM = Events
So… Do More Of #1,#2 + #3 And Replicate Wherever Possible
DM = Events
Method #1: Your Business

Contribution/Replication Test To Determine Ideal Leverage
Opportunities For Ecommerce…
#1: What front-end products convert the best?
#2: What back-ends convert the best?
#3: How can you match your highest converting initial offers
with your highest converting follow-on offers?
Method #1: Front-End > Back-End

Replicate: How Can We Do A $6MM -$10MM Event Every Month?
Expand Internationally
• Reuse The Same Content
• Access Host-Partner Audiences
• Utilize Host-Partner Teams
• Sell Existing Sponsor Pipeline
• Tap Local Certified Partner
Network
• Launch New Countries From
Host-Partner Events
• Leveraged Customers: Partner Audiences
• Leveraged Investment: Partner + Sponsors
• Leveraged Team: Core Team + Partner Staff
• 2018: USA, Brazil,Australia
• 2019: Berlin, Moscow, Hong Kong

Method #2
__ Expand Internationally (T/G/S/F)
__ Manufacture In-House (G/S)
__ Buy Your Competitors (T/G/S)
__ Buy Your Suppliers (T/G/S)
__ Buy Your Clients / Partners (T/G/S)
__ Cost Center To Profit Center (G/S/F)
__ Buy Complementary Media (T/G/S)
__ Franchise or License (G/S/F)
__ Create JVs + Strategic Partnerships
__ License Brands / Products / Services (G)
__ Crowdfund With Clients + Customers (G/S/F)
__ Debt / Equity Offering (T/G/S/F)
__ Borrow A Salesforce / Rep. Network (T/G/S)
__ Outsource Or Offshore Functions (T/S)
__ Add Services To Physical Products (G)
__ Add Physical Product To Services / Info (G)
Benefits Key:
T = Team G = Growth
S = Scale F = FundingRapid Growth Leverage Checklist

Method #3: Leveraged
Growth Matrix +
Leverage Scale Matrix

Data + Network
Investors + Targets
Influencers + PMF
OP Products/Offers
OP Dist. Channels
Consolidate S/C
OP Products/Offers
Investors + Targets
OP Products/Offers
Media + Channels
SPA/APA/License
COIs + Virality
Svc/Prod Partners
Bulk + Bundles
Vert/Horiz Int.
New Prod/Serv
SPA or APA
Outsourced
Leveraged Customer Acquisition (KPI = CAC + DPL + Viral Coefficient)
Add A Channel
Acquire Entity
Affinity Play
Leveraged Transaction Size + Margin Enhancement (KPI = ICV + GM)
Add OPP + OPS
Bigger Orders
Higher Margins
Leveraged Buyer Frequency (KPI = CHURN + LTV + MAU + PIR)
Add Recurring
Buy Recurring $
Borrow Rec. $
Channel Partners
Capital + Debt
Social Proof/P2P
Super Funnel
Wholesalers
Mfg. + Strat Rels.
License/Contract
Capital + Debt
Partner/Affiliate
The 3 x 3 x 3 LEVERAGED GROWTH MATRIX
Goal Method NeedMeans

Leveraged Customer Acquisition (KPI = CAC + DPL + Viral Coefficient)
Add A Channel
Acquire Entity
Affinity Play
Leveraged Transaction Size + Margin Enhancement (KPI = ICV + GM)
Add OPP + OPS
Bigger Orders
Higher Margins
Leveraged Buyer Frequency (KPI = CHURN + LTV + MAU + PIR)
Add Recurring
Buy Recurring $
Borrow Recurring
Channel Partner
SPA/APA/License
COIs + Virality
Svc/Prod Partners
Wholesalers
Vert/Horiz Int.
New Prod/Service
SPA or APA
Outsourced
3 x 3 x 3 LEVERAGED GROWTH EXAMPLES
Goal Method Means
SalesForce, Entrepreneur, MicroSoft
Purchased SurvivalLife.com, Publishing Company
Influencers @ Events,Top-Down Video, eSports
Referrals From Sharks e.g. SpyEscape
BathBombSupplies.com + Wholesale Distributors
T-Shirts, Bath Bombs, Personalization Printing
FPA Buyers Club,American Gun Association
Purchased TruConversion.com
Recurring Affiliate Offers, Other Peoples’ Lists

Systems (KPI = NPS + CAGR + EBITDA)
Product
Financial
Operations
More/Better People (KPI = ETO + EER)
Culture
Comp
Upside Share
More Capital (KPI = CAGR + EBITDA)
Equity
Debt
Creative
PDG + PM Canvas
Internal Controls
SOPs
Mission + Values
Salary + Benefits
Equity/Variable
A Or B Round
A Or B Round
POF/ARF/ABL
IMS + OMS + CCS
SOPs + Acct Soft
TOC - Bottlenecks
Manifestos
Comp Plan
PSA + Rev. Share
PPM
Convertible Note
TBD
The 3 x 3 x 3 SCALE MATRIX
COO + Software
CFO + Software
SweetProcess
OfficeVibe
HR + Attorneys
Attorneys
Capital + Team
Capital + Team
Creativity
Goal
Method Need
Means
#EcommAllStars LinkedIn.com/in/RolandFrasier

The Product Mix Canvas
 PRODUCT MIX WIDTH 
 PRODUCT LINE 1 

PRODUCT
MIX
DEPTH

 PRODUCT LINE 2 
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 4
Product
Name 1
Product
Name 2
Product
Name 3
Product
Name 4
 PRODUCT MIX WIDTH 
 PRODUCT LINE LENGTH   PRODUCT LINE LENGTH 
 PRODUCT CONSISTENCY 

Product Development Grid
Products
Existing Extended New
Markets/Customers
ExistingExtendedNew
#EcommAllStars LinkedIn.com/in/RolandFrasierText Me For Slides/Questions 858.204.9500

Add Customer Channel + Recurring Revenue + $27MM Increase In Valuation
SaaS: Add Leveraged Customer
Acquisition Channel
• Existing SaaS (no dev time)
• Was a vendor to DM
• Existing dev team
• 5 figure down + owner carry
• $60k month 2 / $150k month 3
• $500 per month by EOY
• Add recurring revenue stream
• Using existing inside sales team
• Using existing media
• Using existing integrations
• Using existing software dev team
• Using existing customer care team
Valuation Multiple Source: SaaSter
Case Study

#1: What can contribute the most to
your top line revenue?
margin?
your profitable growth?

Exercise…“5-80-5”
#EcommAllStars Text Me For Slides/Questions 858.204.9500

“5X Your Company’s Value
Cut Your Expenses By 80% +
5X Your Lead Flow”

5-80-5 MRR

INSIGHT #1

MRR = 4X-5X
Static = 1X

Static $ 7.2MM
Valuation @ $600K/Month
MRR $36.0MM
$28.8MM More!

What Static Income
Can We Convert To
MRR?

$5.4MM Into
$27MM

How We Did It…
#1: End A-La-Carte Trainings
#2: Focus… Grow Existing MRR
#3: Convert Non-MRR Into MRR

How You Can Do This…
#1
Convert 1X Payments
To MRR

Convert 1X To MRR… Lori Taylor: TruDog

1X To MRR… Randy Hartnell: Vital Choice Seafood

1X To MRR… Add MRR (Supplements) To Non-MRR (Seafood)

Convert 1X To MRR… For Brick + Mortar Sales Too

#2
Add MRR Services

Add MRR Services… Ezra Firestone: One Click Upsell

Add MRR Services… Michael Parrella: I Love Kickboxing

#3
Turn 1X Sales Into
Auto-Ship Or Box

Convert 1X Sales To AutoShip… Tom Mitchell: Eavara

Convert 1X Sales To AutoShip… Amish: Ancient Healthcare

Convert 1X To Box… Survival Gear: Apocabox

#4
Memberships,Associations
+ Buyer’s Clubs

Convert 1X To Buyers Club… Family Protection Association

Add Membership Upsells To Funnels… Associations

#5
Add Certifications
To Trainings

Convert Training To Certifications… DigitalMarketer.com

MRR Step-By-Step Example

5-80-5 E2P

INSIGHT #2

How Can We Turn
Expenses To Profits?

$49,000
Content Team

$125K Revenue
Bonus… It’s MRR

$76,000 Profit

#1: Identify Your Biggest Expenses
#2: How You Can Convert Them To Income?
#3: Offer Them As New Products/Services

Some Possibilities For You…
Ezra Firestone
3rd Party Dev
Anyone With Trade Show Space
Co-Exhibit With 3rd Parties
Tom Ness TruthNutra
3rd Party Formulator

E2P… Example

5-80-5 BOB

INSIGHT #3

Bolt-On Business

#1: Identify Your Superpowers
#2: Who Has Your Customers?
#3: Match SPs To Their Needs

BOB 5X Lead Multiplier… Example

MRR
E2PBOB

Slides Available At http://SlideShare.net/RolandFrasier
“Find The Leverage…
Change Your Life”

Ecommerce All Stars Ecommerce Event

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