Product and marketing emerge from the initial launch onto a growth trajectory that requires scaling operations across all functional areas of the business. Experimentation does not stop, but marketing evolves to an “always-on” function, and the focus shifts to optimizing the business model and increasing revenue and profits. Ongoing and iterative product development is based on user feedback and behavioral data. More infrastructure is built around the product, in terms of a dedicated team, technical assets, customer support, finance and supply chain integration as well as other core business functions.
Establish and grow the customer base, leveraging the community and momentum developed in the launch phase. Increase customer lifetime value though repeat purchase, cross- and up-sell and referrals. Develop a frictionless flywheel for your business by integrating your marketing sales and support operations into one seamless funnel.
Continue developing your product, scaling your infrastructure and growing your teams as product usage and demand for new feature increase. Make timely adjustments to resourcing and staffing, to secure high availability and support excellence for your customers.
Shift focus to maximizing profitability, reducing costs and tuning your analytics to an ever more precise prediction engine. Maintain an integrated experimental framework within your wider business environment of stable growth, to discover and validate new market opportunities.
Marketing evolves into a steady state operation typical of an in-market product. Execute an integrated, multi-channel plan, rebalancing the cross-channel portfolio with learnings from small experiments and creative measurement feeding into evergreen campaigns.
Establish an iterative product roadmap and a regular development sprint cadence. Continue to recalibrate the priorities based on user feedback, business priorities and strategic marketing opportunities.
Bolster the Data Intelligence Framework by continuing to connect data sources, expand dashboards and refine insights. Scale the technical, team and business infrastructure needed to support your product growth and expansion.
Continuously optimize your campaigns against six key variables: message, brand, product, market, business model and audience. Monitor key business KPIs to optimize the entire funnel, focussing on improving CAC, LTV and profitability
If you're curious with an unrelenting desire to understand and delight the customer and deliver value to the market, we'd love to hear from you.
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