How to systematically open a new market where every step is supported by data, how to set up learning loops, and where to look for optimization opportunities.

1. Data-driven going
to market strategy
@sbelak
simon@goopti.com

2. 0. Understand what’s your
basic unit of scaling

3. 1. Where?

4. Candidate list

5. Candidate list

6. Narrow down
• Desk research
• Interviews
• Leverage existing data
country preexisting userbase conversion rate CPC word of mouth
DE 1776 5.8% €0.72 50%
ES 4022 8.7% €0.29 52%
FR 1907 9.1% €0.68 49%
PL 347 7.2% €0.53 39%
AT 465 4.0% €0.68 37%
SI 50209 6.6% €0.12 50%
IT 13176 3.1% €0.24 36%

7. 2. Acquisition channels

8. Cost dynamics

9. Cost x Time

10. “Do things that don’t scale”
— P. Graham

11. Predictability is key

12. Example: B2B sales
• Sales cycle: X days
• Y new customers/month per sales person

13. 3. Segmentation

14. … is a process

15. cost model
+
value model
+
segmentation
+
acquisition model

16. cost model
+
value model
+
segmentation
+
acquisition model
4.
every channel
has its own
cost dynamics
1.
customers from
different segments
have different (life-
time) value
3.
customers from
different
segments come
from different
channels
2.
customers from
different
segments costs
differently

17. (4. When?)

18. Seasonality
• Different segments
• Different behaviour
• Different volumes

19. 5. Path to profitability

20. become profitable
stop loosing
more money
with each
additional
booking
passengers/city/day
takerate[eur]

21. ⥁

22. Cost x Time

23. passengers/city/day

24. 13,5% 34% 34% 16%2,5%

25. ⥁
Hypothesis

26. 1.Where?
2.Acquisition channels
3.Segmentation
4.(When?)
5.Path to profitability

27. Questions
@sbelak
simon@goopti.com