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Startup Keys for Global Expansion (Colin Hodge @ MEET Startups TW by BNext Media - June 30, 2020)

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Colin Hodge
Colin Hodge

Sharing my 2 keys for expanding your startup to other regions, within the "Organic Growth, Global Mindset" theme. Also covers the SMILE Framework for growing your startup.

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"SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON Organic Growth, Global Mindset www.ColinHodge.com
"SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON Organic Growth, Global Mindset
"SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON Organic Growth, Global Mindset
Today, youll hear my 2 keys for growing outside of Taiwan
But first, story time!
8 years ago, I didnt know s#!t
Studied Computer Science and Business Management @ Cornell University Startup Founder Worked @ Amazon.com and Microsoft Quit to start making apps Joined an accelerator with my dating app startup, when random luck and spotting a spark of growth changed my
2016: 6M Users, $0 on Ads Sold to Paktor
2017: Merged with 17Live VP of Growth & Marketing
2018: Ran non-TW regions (HK, MY, SG, ID) & helped launch JP
2019: Global Chief Growth Officer & CEO of 17 USA
2 Key Lessons on Global Expansion
1. Empower local product adaptation
Local pulse on the market Priority from product team How?
Failure: Expanding 17 Live into Indonesia. Didnt overcome local negative market trends (fewer resources from HQ) Low priority from product team
Success: Expanding 17 Live into Japan. Local resources as part of product team: PMs, designers, content team Top focus for HQ for many quarters, leading to different features & content
Expanding 17 Live into HK & USA. No local product teams but local expert leading region with limited resources Low to medium priority from product team Smart local management & creative marketing Bonus: Mixed Results
2. New Channels, Borrowed Lessons
Research best channels to reach audience Borrow from playbook you or others successfully ran elsewhere and apply to these channels How?
Failure: Expanding Down into Asia with Ads. FB ads werent best place to find users Ignored previous successful organic growth playbook
Success: Expanding 17 Live into Japan. Talked to startup execs & team to choose Twitter as key new channel Used playbook from TW & HK to grow streamers, users, revenue
Thats great, but...
Is there an everyday system for growing my startup?
METRIC IDEAS FRAMEWORK FOR GROWING YOUR STARTUP SUCCESS S I LAY OUT EXPERIMENT L E M
SUCCESS: Define what SUCCESS looks like & what you need to improve to reach it! Ask yourself, "If we vastly improve any area, which would have the biggest effect for us?" Alternatively, what aspect of the company is holding your progress back the most?
SUCCESS When launching in a new region for 17 Live, our first definition of success was having a full page of active content during core waking hours. This meant recruiting enough active content creators (streamers) and incentivizing them to stream long & often.
METRIC Choose your North Star METRIC and discuss what affects it FRAMEWORK FOR GROWING YOUR STARTUP S I L E M
METRIC: Choose your North Star METRIC and discuss what affects it Measures how well you are doing with your current definition of SUCCESS What aspects of your product/service can affect this metric? What's currently running to improve this metric?
METRIC We found the best way to measure front page active content was the metric Daily Active Streamers. Newly signed artists, attractive contests that artists could brag about on SNS, artists earnings, and contract structure greatly influenced this.
IDEAS Brainstorm IDEAS to improve the metric FRAMEWORK FOR GROWING YOUR STARTUP S I L E M
IDEAS: Brainstorm IDEAS to improve the metric 1. Psychology: get into the customers' mindset 2. Examples: think how others, like competitors or similar biz in other regions, have attacked this problem 3. Think Big: If you want to increase this metric 10x and money nor time are an issue, what would you do?
Psychology: Personas - Map out the type(s) of targeted users you want, including demographics - Imagine yourself in their daily lives, moods, attitudes, and interests - Ideally, base these user types on your existing userbase, drawing from their behavior within your product - Create names and characters for these personas to make it easy to remember Jess, 24, works as a part-time influencer & model, earning $1,500/mo, loves basketball, fashion, and singing. She spends 3 h / day on Instagram, 1h on FB, on her iPhone. Wants to earn more and become famous so she can brag to her friends.
IDEAS Using psychology of streamers and borrowing from our global playbook: - contests for streamers refer new users - flashy prizes: billboards & fashion modeling gigs - appeal to their desire for fame - they posted lots new channels like Instagram - 1000s of new users, with very low cost
FRAMEWORK FOR GROWING YOUR STARTUP S I LAY OUT Select promising ideas and LAY OUT how to try them L E M
LAY OUT: Select promising ideas and LAY OUT plans Choose the the top ideas, balancing estimated impact and implementation ability. Plan how you would try the idea to see if it improves the metric. This should be an MVP version at first!
LAY OUT We planned out dozens of ideas for recruiting and incentivizing streamers: - free promotion on our app store screenshots - front of the app promotion - social media contests - referral programs - daily prizes - billboards, cinema ads, etc.
FRAMEWORK FOR GROWING YOUR STARTUP S I EXPERIMENT L E M EXPERIMENT with your best ideas, iterate, and repeat!
EXPERIMENT: EXPERIMENT with your best ideas, iterate, and repeat! Look for sparks of potential growth - results where a key metric moves significantly - and then pour gasoline on by focusing experiments in that area. Iterate on many different variations of tests to ensure that you find one of the best Repeat the LAY OUT & EXPERIMENT steps with promising ideas until you find a spark to focus on.
EXPERIMENT In MY, we saw a spark of growth when we featured streamers on the top of the app (organic/free), so we continued to experiment with more featured spots. In US, streamers and new candidates were super excited by the Hollywood billboards, so we continued planning similar campaigns.
EXPERIMENT In 2014, I noticed a small jump in users one day. After investigating, I found that we were ranked for a good keyword on App Store search. That was the spark that led to optimizing our App Store listing, resulting in 10x free downloads by experimenting with the next 3 app updates!
Does this even work?
Results: While CGO @ 17Live
Where does this work?
GLOBAL GROWTH 41%
Who uses this system?
A Silicon Valley social company with over $200M in annual revenue, where Im a Board Member A top-grossing social app in Taiwan that Startup Founder Executive Consultant Mentor
A top-grossing social app in Taiwan that saw 20x growth in revenue & users, while Head of Startup Founder Executive Consultant Mentor
The #1 livestreaming app in Developed Asia, 17 Live, while Chief Growth Officer and Head of Marketing Startup Founder Executive Consultant Mentor
The successful launch of TWs 17 Live into the US with 17 Live USA / LiveAF, during my tenure as CEO Startup Founder Executive Consultant Mentor
50+ startups from Taiwan, Thailand, India, Malaysia, and Brazil, and more, through workshops as a mentor with accelerators Startup Founder Executive Consultant Mentor
METRIC IDEAS REMEMBER TO SMILE! SUCCESS S I LAY OUT EXPERIMENT L E M
"SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON www.ColinHodge.com Contact info, slides, more info: Thank you!

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Startup Keys for Global Expansion (Colin Hodge @ MEET Startups TW by BNext Media - June 30, 2020)

  • 1. "SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON Organic Growth, Global Mindset www.ColinHodge.com
  • 2. "SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON Organic Growth, Global Mindset
  • 3. "SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON Organic Growth, Global Mindset
  • 4. Today, youll hear my 2 keys for growing outside of Taiwan
  • 6. 8 years ago, I didnt know s#!t
  • 7. Studied Computer Science and Business Management @ Cornell University Startup Founder Worked @ Amazon.com and Microsoft Quit to start making apps Joined an accelerator with my dating app startup, when random luck and spotting a spark of growth changed my
  • 8. 2016: 6M Users, $0 on Ads Sold to Paktor
  • 9. 2017: Merged with 17Live VP of Growth & Marketing
  • 10. 2018: Ran non-TW regions (HK, MY, SG, ID) & helped launch JP
  • 11. 2019: Global Chief Growth Officer & CEO of 17 USA
  • 12. 2 Key Lessons on Global Expansion
  • 14. Local pulse on the market Priority from product team How?
  • 15. Failure: Expanding 17 Live into Indonesia. Didnt overcome local negative market trends (fewer resources from HQ) Low priority from product team
  • 16. Success: Expanding 17 Live into Japan. Local resources as part of product team: PMs, designers, content team Top focus for HQ for many quarters, leading to different features & content
  • 17. Expanding 17 Live into HK & USA. No local product teams but local expert leading region with limited resources Low to medium priority from product team Smart local management & creative marketing Bonus: Mixed Results
  • 19. Research best channels to reach audience Borrow from playbook you or others successfully ran elsewhere and apply to these channels How?
  • 20. Failure: Expanding Down into Asia with Ads. FB ads werent best place to find users Ignored previous successful organic growth playbook
  • 21. Success: Expanding 17 Live into Japan. Talked to startup execs & team to choose Twitter as key new channel Used playbook from TW & HK to grow streamers, users, revenue
  • 23. Is there an everyday system for growing my startup?
  • 24. METRIC IDEAS FRAMEWORK FOR GROWING YOUR STARTUP SUCCESS S I LAY OUT EXPERIMENT L E M
  • 25. SUCCESS: Define what SUCCESS looks like & what you need to improve to reach it! Ask yourself, "If we vastly improve any area, which would have the biggest effect for us?" Alternatively, what aspect of the company is holding your progress back the most?
  • 26. SUCCESS When launching in a new region for 17 Live, our first definition of success was having a full page of active content during core waking hours. This meant recruiting enough active content creators (streamers) and incentivizing them to stream long & often.
  • 27. METRIC Choose your North Star METRIC and discuss what affects it FRAMEWORK FOR GROWING YOUR STARTUP S I L E M
  • 28. METRIC: Choose your North Star METRIC and discuss what affects it Measures how well you are doing with your current definition of SUCCESS What aspects of your product/service can affect this metric? What's currently running to improve this metric?
  • 29. METRIC We found the best way to measure front page active content was the metric Daily Active Streamers. Newly signed artists, attractive contests that artists could brag about on SNS, artists earnings, and contract structure greatly influenced this.
  • 30. IDEAS Brainstorm IDEAS to improve the metric FRAMEWORK FOR GROWING YOUR STARTUP S I L E M
  • 31. IDEAS: Brainstorm IDEAS to improve the metric 1. Psychology: get into the customers' mindset 2. Examples: think how others, like competitors or similar biz in other regions, have attacked this problem 3. Think Big: If you want to increase this metric 10x and money nor time are an issue, what would you do?
  • 32. Psychology: Personas - Map out the type(s) of targeted users you want, including demographics - Imagine yourself in their daily lives, moods, attitudes, and interests - Ideally, base these user types on your existing userbase, drawing from their behavior within your product - Create names and characters for these personas to make it easy to remember Jess, 24, works as a part-time influencer & model, earning $1,500/mo, loves basketball, fashion, and singing. She spends 3 h / day on Instagram, 1h on FB, on her iPhone. Wants to earn more and become famous so she can brag to her friends.
  • 33. IDEAS Using psychology of streamers and borrowing from our global playbook: - contests for streamers refer new users - flashy prizes: billboards & fashion modeling gigs - appeal to their desire for fame - they posted lots new channels like Instagram - 1000s of new users, with very low cost
  • 34. FRAMEWORK FOR GROWING YOUR STARTUP S I LAY OUT Select promising ideas and LAY OUT how to try them L E M
  • 35. LAY OUT: Select promising ideas and LAY OUT plans Choose the the top ideas, balancing estimated impact and implementation ability. Plan how you would try the idea to see if it improves the metric. This should be an MVP version at first!
  • 36. LAY OUT We planned out dozens of ideas for recruiting and incentivizing streamers: - free promotion on our app store screenshots - front of the app promotion - social media contests - referral programs - daily prizes - billboards, cinema ads, etc.
  • 37. FRAMEWORK FOR GROWING YOUR STARTUP S I EXPERIMENT L E M EXPERIMENT with your best ideas, iterate, and repeat!
  • 38. EXPERIMENT: EXPERIMENT with your best ideas, iterate, and repeat! Look for sparks of potential growth - results where a key metric moves significantly - and then pour gasoline on by focusing experiments in that area. Iterate on many different variations of tests to ensure that you find one of the best Repeat the LAY OUT & EXPERIMENT steps with promising ideas until you find a spark to focus on.
  • 39. EXPERIMENT In MY, we saw a spark of growth when we featured streamers on the top of the app (organic/free), so we continued to experiment with more featured spots. In US, streamers and new candidates were super excited by the Hollywood billboards, so we continued planning similar campaigns.
  • 40. EXPERIMENT In 2014, I noticed a small jump in users one day. After investigating, I found that we were ranked for a good keyword on App Store search. That was the spark that led to optimizing our App Store listing, resulting in 10x free downloads by experimenting with the next 3 app updates!
  • 41. Does this even work?
  • 42. Results: While CGO @ 17Live
  • 45. Who uses this system?
  • 46. A Silicon Valley social company with over $200M in annual revenue, where Im a Board Member A top-grossing social app in Taiwan that Startup Founder Executive Consultant Mentor
  • 47. A top-grossing social app in Taiwan that saw 20x growth in revenue & users, while Head of Startup Founder Executive Consultant Mentor
  • 48. The #1 livestreaming app in Developed Asia, 17 Live, while Chief Growth Officer and Head of Marketing Startup Founder Executive Consultant Mentor
  • 49. The successful launch of TWs 17 Live into the US with 17 Live USA / LiveAF, during my tenure as CEO Startup Founder Executive Consultant Mentor
  • 50. 50+ startups from Taiwan, Thailand, India, Malaysia, and Brazil, and more, through workshops as a mentor with accelerators Startup Founder Executive Consultant Mentor
  • 51. METRIC IDEAS REMEMBER TO SMILE! SUCCESS S I LAY OUT EXPERIMENT L E M
  • 52. "SUCCESS SEEMS TO BE CONNECTED WITH ACTION. SUCCESSFUL PEOPLE KEEP MOVING. THEY MAKE MISTAKES, BUT THEY DON'T QUIT. CONRAD HILTON www.ColinHodge.com Contact info, slides, more info: Thank you!