Scaling up. How to scale a business from my day 3 presentation at the Ungagged live event in Las Vegas November 2015. This presentation explores domain strategies, scaling an online business, online to offline (O2O) strategies, and much more.

1. Scaling Up:
Growth Hacking 2016

2. Where Do You Want To Be
In 2016?
Profit Center Revenue
Target
Unit Sales
Required
Needs
PC #1 $XXXXXX ###### ??????
PC#2 $XXXXXX ###### ??????
PC#3 $XXXXXX ###### ??????
PC#4 $XXXXXX ###### ??????
PC#5 $XXXXXX ###### ??????
$GOAL
Is there anything you should cut that doesn’t move you to goal?

3. $___________ What’s Your Income Target?
$___________ What’s Your Product Price?
= # Of Sales Needed ___________
___________ What’s Your Conversion Rate?
# Sales Needed / CR =
___________ # Leads Needed
___________ What’s Your Clickthrough Rate?
# Leads Needed / CTR =
___________ # Clicks Needed
# Clicks Needed x CPC =
$___________ Monthly Ad Spend
For Each
Profit Center
Do This…

4. Micro To Macro
Brand Elevation
Deconstructed Growth
Affinity & Seasonality
Domain Strategies
Strategies For 2016
O2O
Continuity 2.0
Leverage Content
Strategic Partners
Embrace Trends

5. 2012 – 2013 SL = 3M Preppers Base
2014 SL = 40M Campers 13x Increase
2015 NC = 141M Outdoor Sports 47x Increase
Evolve Business Models:
Micro To Macro

6. How Big Is Your Current Market?
Where Are The Growth Opportunities?
How Can You Expand To Increase Market Size?
What Is Your Broad Market Offer?
Evolve Business Models:
Micro To Macro

7. Build Your Brand, Not Yourself
Spokesperson Model: Use Celebrities + Elevate Your Team
Evolve Business Models:
Guru To Brand

8. Evolve Business Models:
Guru To Brand

9. Evolve Business Models:
Generic To Brand

10. How Can You Move From Guru/Generic Centric
Products To Branded Products?
How Can You Expand Your Positioning To Increase
Available Market Size?
What Is Your Broad Market Offer?
Evolve Business Models:
Brand Elevation

11. 2012 – 2013 2014 2015 2016 2017
SurvivalLife Add Affinity Sites Native Commerce Wholesale Distributors International Brands
Evolve Business Models:
Deconstructed Growth
1 Site Multiple Sites Unified Model Vertical Integration IP Integration
1 Market Multiple Markets Holding Company Leveraged Distribution Leveraged Licensing

12. Evolve Business Models:
Deconstructed Growth

13. Deconstructed Growth:
Layering For Multiple Exits
1 Exit
4 Exits
100+
Exits

14. Can Your Business Support Your Ultimate Growth
& Revenue Goals?
Are There Opportunities To Segment For Exit Or
Cash Cow Hold?
Can You Segment Off Trend Based Businesses
To Exit & Retain Long Term Businesses?
Can You Divide Based On Function? Ex. Ops >
Supply > IP
Evolve Business Models:
Deconstructed Growth

15. Sell Your Customers Other
Things They Already Buy
Make Seasonal Offerings
Send Existing Customers To
Your New Media Properties
Evolve Business Models:
Affinity + Seasonality

16. Affinity Traffic Growth

17. Affinity Traffic Growth

18. Affinity Traffic Growth

19. Affinity
Traffic
Growth

20. Affinity Traffic: SimilarWeb.com

21. Affinity Traffic: SimilarWeb.com

22. Affinity Traffic: SimilarWeb.com

23. Affinity Traffic: SimilarWeb.com

24. Affinity Traffic: SimilarWeb.com

25. Affinity Traffic: SimilarWeb.com

26. Affinity Traffic: SimilarWeb.com

27. Affinity Traffic: SimilarWeb.com

28. Affinity Traffic: TowerData.com

29. What sites do your customers visit before and after
they visit your site? (SimilarWeb.com)
How can you send traffic from your site to support
your other sites?
What are your visitors’/customers’ demographics?
(TowerData.com)
What niches should you expand into next?
Evolve Business Models:
Affinity Traffic Growth

30. Evolve Business Models:
EMD > PMD > BDN
Diapers.com
WebHosting.com
CloudComputing.com
RentalCar.com
History.com
Loans.com
BoneLoss.com
OfficeSupplies.com
Plumber.com
Clothes.com

31. Evolve Business Models:
EMD > PMD > BDN
EMDs & PMDs rank 11%> than branded domains
BDNs need 35k> links to rank Page 1
BDNs need 69%> DA + 22%> PA to rank page 1
EMDs reach number 1 with half the content
Beep vs CarLoans = 67%> in sales + 35%< in PPC Ad cost
Sources: Canirank.com/blog/keyword-domains

32. Evolve Business Models:
BassProShops.com
Hunting.com Ducks.com
Tackle.comArchery.com

33. Evolve Business Models:
EMD > PMD > BDN
4x CTR + Lower CPC: EMD v. BDN

34. Evolve Business Models:
Citi.com
StudentLoan.com
Mortgage.comFinance.com

35. Evolve Business Models:
1800Contacts.com
ContactLenses.com
EyeCare.comContacts.com
Glasses.com

36. Evolve Business Models:
EMD > PMD > BDN
EMD “ElectricBicycles” =
45% Higher CTR than PMD “YourBikes”
105% Higher CTR than BDN “InAHurry”

37. Evolve Business Models:
EMD > PMD > BDN
For services offered across multiple markets BDNs are best
For highly focused markets EMD or PMD is best
Faster SEO boosts EMD or PMD is best
Highly focused market + SEO boost use EMD
Extensive PPC in focused markets use EMD to increase CTR
and lower Ad Spend

38. Evolve Business Models:
EMD > PMD > BDN

39. What’s Your Current Domain Strategy?
Have You Analyzed Traffic & Keywords To
Determine If You Could Get A Boost In Traffic
With EMDs?
Could You Aggregate EMDs Under A Unifying
BDN To Maximize Enterprise Value?
We Built $3MM - $5MM In Value Doing This
Evolve Business Models:
EMD > PMD > BDN

40. Evolve Business Models:
Online To Offline

41. 2012 - 2013 Offer Driven Model (Broken)
2014 - 2015 Certified Partner Beta / Certifications
2016+ CPs As Physical Delivery Mechanism
General Assembly / Edu Model
Evolve Business Models:
Online To Offline: Digital

42. 2013 Physical Product Tripwires
2014 - 2015 Associations
2016+ St. Helena Store / HKT Kiosks
SL Franchises / Local Associations
Evolve Business Models:
Online To Offline: Physical

43. What offline play(s) can you make with your
existing business?
Who has an offline business that most closely
resembles your online business?
What additional offers or changes can you
make to create offline workable?
Evolve Business Models:
O2O

44. Continuity 2.0:
Preventing Churn
How Can You Change Your
Continuity Program To Reduce
Voluntary Churn?
Involuntary Churn: When the
relationship ends but neither
party wants it to
We will talk about this in a minute

45. Leverage Content:
In-House Content
NativeCommerce
Studios
DigitalMarketer
Studios
Florida Curated
Content Team
Philippines Design
Team

46. Leverage Content:
Scripted.com & Contently.com
33% Increase In KW Rankings * 72% Increase In Web Traffic *
200% Increase in Lead Magnet DLs

47. Leverage Content:
Books, Periodicals + Comics

48. Leverage Content:
Branded Columns

49. Leverage Content:
News + Audio/Video + PD

50. Create a content calendar and determine who
will create your original content (in-house vs.
outsourced)
What contant can you license that will elevate
your brand?
What public domain and curatable content can
you curate?
Leverage Content:
Action Plan

51. Which Strategic Partners Will You Pursue?
Who Has Manufacturing, Sales, Marketing,
Distribution & Customers You Want?
What Celebs Can You Partner With?
What’s The Fit?
Evolve Business Models:
Strategic Partnerships

52. 2016 Trends +
Action Plan

53. How Will You Address The
Uptick In Involuntary Churn?
40% of subs will fail when rebilled this year due to EMV chips and
reissuance. Overcome using 7 point updater + recycle strategy

54. Embrace Market Trends:
EMV Migration
1.5B Cards Replaced 2015-16
Gross Approvals Down 17%
Invalid Acct Declines Doubled
Up To 39% Non-Reloadable

55. Target The Ever-Growing
Hispanic-American Market
June 2015 July 2014

56. More
Embrace Market Trends:
Hispanic-Americans
There are 55.4M Hispanic-
Americans In The US Today
(17% Of US Population)
By 2060 There Will Be 128.8
Million (31% Of US Population)
Get Familiar With “Acculturation”

57. Target Spanish
Browsers

58. Use Transposh
Plugin For
Wordpress
47% Increase In
Traffic

59. THANK YOU!