The Checklist

The Checklist

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The Checklist

The Cyclic Growth Framework is cyclical, with 3 phases of growth, always returning to the insights and assumptions needed to design new customer experience, as we build new forms of market traction, and scale new areas of the business.

Solutions are based on our upcoming book: The Startup Flywheel.

The Cyclic Growth Framework includes 3 cycles of focus.

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Cycle 1 — Modeling

First, we design end-to-end customer engagements via market insight, product alignment, and objectives roadmapping.

No cutting corners. The early stage of analysis is vital to a smooth running growth program.

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Customer Insight

What:

Organize the interests and pain-points of your market and their willingness to engage based on your current stage of development.

Why:

Projects fail by assuming too much. Cost of marketing goes down and time to product-market fit is reduced, the better insight we have to success.

How:

Product and Market Research and Trends Analysis (customer scenarios)
Build grassroots community to pitch the product with feedback that helps validate the value proposition (willingness to pay)
Persona Development (end users types and partners types)

Product Alignment

What:

Develop the core value proposition based on your business model to plan the best acquisition and activation experience for your brand.

Why:

We can run ads. We can post on Twitter. We can make lots of noise in the market. But without positioning you against the competitors your customers can choose from, all that noise may fall on deaf ears.

How:

Competitor Reviews (brand, media presence, positioning,
Current Product Roadmap Review (including user journey mapping)

Performance Objectives

What:

Based on current revenue streams we agree sensible KPIs to manage the marketing budget with clear expectations.

Why:

Funding, revenue, performance targets, and marketing budgets need to be in sync so together we achieve long-term commercial viability based on the campaigns we deliver at each stage of growth.

How:

Workshop on Phased Growth Objectives and Measurable Key Results
Content & Campaign Planning
Analytics review (from simple metrics to lifetime-value revenue analytics)

Cycle 2 — Traction

Second, market traction depends on community development, brand engagement, and traffic campaign management. In a nutshell: Content and Distribution.

We work alongside your team, your partners, or our partners — to pinpoint a series of experiences for your target audience — without chasing our tails at the last minute wondering what to do next. It’s as pre-planned as possible, adjusting to conditions as needed.

Community Development

What:

Our global moderation and social amplification team presents your brand professionally with relevant communications, aligned with the agreed market strategy.

Why:

Lean Startup literature reveals that 'problem solution fit' (discovery and validation) is often neglected, leading to a failure to achieve actual 'product market fit'. Authentic Community Development is the bedrock foundation of a successful launch.

How:

Word-of-mouth program to attract early adopters.
Partner program to build the credibility and reach of the brand.
Social Marketing to build brand presence and an early stage customer audience on social channels.

Brand Engagement

What:

With Content Marketing & Customer Journey Mapping we build Conversion Funnels: from brand awareness through to engaged platform users.

Why:

Having relevant campaigns based on each stage of the customers journey ensures that we leave no customer acquisition opportunity behind.

How:

Diagram out the entire user journey map (all touchpoints from initial brand awareness through to retained platform user)
Content creation for top of funnel, middle of funnel and end of funnel (awareness, acquisition, activation, retention, referral, revenue).

Traffic Campaigns

What:

Through paid, organic, or PR channels we build insight while building traffic flow to your web properties for user acquisition.

Why:

Traffic generation is where the rubber meets the road. There are many strategies for traffic generation suitable for different budgets, based on current stage of product development, and market size.

Throwing a press release out into the wild, or running a few paid ads, is not a professional approach to marketing.

Optimizing traffic campaigns requires knowing how they all fit together like a jigsaw puzzle over time to compound the results without wasting budget.

How:

Strategy and planning for channel marketing as suits the business plan, budget availability, product maturity and roadmap.
Organic Social
Paid Social
Organic Search (SEO)
Affiliate
PR
Influencer
Display Ads
CRM (email, in-app)
Partners
Setup and optimize cross-channel traffic campaigns (including split tests, visitor surveys and analytics) to attract targeted traffic at an affordable visitor, user, or customer acquisition cost.

Cycle 3 — Optimization

Third, growth doesn’t come by chance.

We dig into the weeds of growth analytics with enterprise-grade solutions  across channels: paid ads, social, PR, word of mouth, referral and affiliate, influencers, partners, SEO, etc.

Growth

What:

Rapid iteration of customer experience throughout the customer journey using product analytics and CRO (conversion rate optimization).

Why:

Until you see the bottom line results of split testing, you never know how much money you're leaving on the table. As soon as you see an uplift based on a split test, you'll become fanatical about testing as much as possible — just like us.

How:

Landing page and product UX experimentation (split test of pages, features, copy elements, communications, etc on the website and product itself
Improve NPS (net promoter score) via user feedback and social share features to accelerate Word Of Mouth advertizing ('free', scalable traffic)

Scale

What:

Traffic acceleration across marketing channels as suits your product lifecycle.

Why:

Now that we have revenue coming in from all the marketing activity, and kinks in the product are being ironed out with new features based on data-driven customer insight, we can ramp up budgets to scale as fast as the market and cashflow can handle.

How:

Evolution of channels across Paid Ads, Social, PR, Word of Mouth, Incentivized Referral, Affiliate, Influencers, Partners, SEO, etc.
Regional expansion (language and cultural localization for ads, channels, content and campaigns).

Risk

What:

Our experienced team helps mitigate business risk including supporting your talent acquisition process as you grow.

Why:

Launch marketing is different to post-MVP marketing. Converting the marketing function into a global marketing team turns a startup into an established brand.

How:

Resource management and additional recruitment based on cashflow budget and growth goals across all skill areas of the marketing function (e.g. full time managers per marketing channel).
Trends analysis including emerging competitive threats to help re-direct brand, product and marketing road-maps for sustainable competitive advantage and new investment areas.

Launching a product successfully is not becoming any easier. Product and marketing departments need to juggle more than ever before. As tools become better, processes become semi-automated, and competitive threats emerge from every direction, Cyclic Media Inc. is your secret sauce for launch and growth success.

Cyclic Media, Inc.

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