Marketers and sales people can get a reputation for speaking in esoteric jargon, especially when interviewing. So I led with the fact I'm good with numbers knowledge and to show I'd always use data to inform decisions and be incredibly cost efficient. First post in series – here
Get friendly with data and money
'We are' not 'We should' – preface.
Time is fleeting in a startup. What you need from a growth lead is the answer backed by data, not a frivolous omnidirectional debate. I have my North Star Metric, that's my goal.
When I come to you with a direction, my phrasing will always be 'we're going to' or 'we've started to'.
This is because the data has been exported, analysed, documented and already consumed to inform my decision. By the time my proposal is shown, it will be inscrutable and proven with the research I undertook to reach the decision, I'm simply letting you know that the work has been done and this is the best step to take. My workings will always be written in a workable doc with precise links to the reporting I have extracted the data from.
'Thou shalt attribute.'
I cannot stand grey areas in marketing, there are no excuses. Not having attribution partners in place or an absolute key understanding of your purchase pathways is wastage. If my budget is $ 10 or $ 10m, understanding exactly where that money went and what the ROI was will be incredibly significant.
Example Retained agencies.
Agencies will be held accountable to report on all hours of the work they undertook for the company, they will report on ROAS and specific time taken on projects.
Be pedantic, or bring the skills in house.
A good rule of thumb is that 1 hour of work needs 30 seconds explaining; if it requires less, it is perhaps not an hour's work. Push for details.
Example Paid Social
I am an expert at reading whether an ad is good or not with the data, I guarantee my ads will deliver. The learnings and data were there to be read and understood and learnt from, so I did.
Unnecessary charges based on having poor or no attribution partners whose entire reason for existing is to make sure you're not overpaying and to source the purchase is ridiculous.
Unnecessary charges based on poor construction of your campaigns and then overpaying need never happen.
One look will tell you Snapchat's UI could be operated by toddlers, all it requires is learning the format of successful ad building based on the readily available data.
Plug into the right places, pay for the right conversions, and understand the terminology exceptionally and monitor intimately.
'High standards encourage excellent standards of practice'
Knowing where you're starting from with the specific data you can acquire, down to the minutia, will absolutely help you grow healthier and better.
Every step you take that leads to a measurable improvement in growth, IS growth.
When it comes to managing a team, being able to prove improvements or detriments makes for an easy performance review. Not just for your employee, but for yourself.
Though very black and white as a review process, it is always your responsibility to create an environment that encourages learning and growth, if your team member is not improving, it is your responsibility to better this environment and get them on the path.
An upwards curve following a performance review represents your learning, their learning and better results.
'Plot and predict'
The best heads of growth work closely with the money. This is logical when you consider that they're in control of a huge portion of the marketing spend.
A successful growth expert will be able to monitor budgets based on previous campaigns and predict the likelihood of having more or less money to spend the next month, they're in a luxurious position of being able to control growth if they're seeing success.
A growth expert can plot the course of growth in line with the company's motives.
The company may look to raise, the company might be on the sliding path to be erased; it is the growth lead's job to remain at the forefront to plot out projections and predict the good and the bad.
This means answering questions; 'How many conversions can we get for X?' 'Can we carry on growing if we spend X per conversion?' 'How much revenue can we generate with X on growth?' 'What's our runway if we cut all growth?'
They are the very much the engineer of the marketing team.
This is the end of slide one – next slide is manufacturing creativity; coming tomorrow.
This was a 60 minute presentation that I was going to have to give as a final round for a head of growth role before Covid happened and I never got to give it, I really don't want it to go to waste.
It comprises a few key parts, and despite the slight romanticising of a ‘growth hacker’ role over the last couple of years, it’s anything but a telenovela. These were the slides.
Rate limiting steps
I am a growth hacker, but I think it may have also changed slightly since Sean Ellis made the differentiation in 2010 between marketer and growth hacker: Sean coined the term when he couldn’t find anyone to replace the work he was doing as a marketing consultant at this time, issuing the need for a new job specification altogether.
This would have been my introduction, simply highlighting a few key areas that would make for a fantastic environment for a growth lead to come in.
Firstly, growth is still true north
If retention suffers, if the brand is dragged through the mud, if the campaigns starts to open a wormhole into a universe with giant eye-eating monsters; that simply isn’t the growth hacker’s problem. As a blinkered horse charges, as a berserker cleaves heads; one is not to reason why, one is but to grow or die.
In the most simple of terms, any job that does not involve THE number going up, is not the responsibility of the growth team.
Secondly, have a North Star Metric
This is THE thing you can base your company’s success on. Defining this will help a growth manager remain streamlined in their work. It will also encourage absolute transparency and efficiency with work. ‘How does the work you are currently undertaking help us achieve our goal?’
If you haven’t worked it out yet, do it now.
Thirdly, understand the simple sum behind growth.
UX + Product + Marketing = Customer Advocacy.
Advocacy + Growth Marketing = Successful growth
This is simple. If the product does not have a gradual upwards trend organically, then do not expect a growth marketer to come in and fix this. Growth hacking is a way of making as many eyes and ears as possible see the product for what it is, it is not tilting what the product is in order for it to be more appealing to the audience.
I have had to do the latter, it ends poorly.
Finally, good ideas are systematised.
Sitting around waiting for awesome things to happen is like waiting for lightning to strike on a summer’s day. As a company, create processes that drive creativity and free thinking.
I will publish the first blog tomorrow regarding data friendliness. I couldn’t think of a better way to explain it. It essentially means becoming incredibly knowledgeable about the processes and percentages that lead to a conversion, across the whole marketing effort.
Feel free to ask me questions along the way, it's going to be a cathartic journey.
The need to identify alternative, sustainable sources of protein in animal feed was recognised by both the European Union and the United Nations as a vital topic some years ago. Covid-19 together with the global food security issues and climate change have made the matter an urgency.
Today, more than 33% of global arable land is used to produce feed for livestock production. Replacing plant-based protein with insect protein will enable agricultural land currently used to produce feed crops, to instead be used for growing food for human consumption. In this context, the concept of using insects as a sustainable, alternative source of protein in animal feed has gained considerable traction in recent years. Legislative support for the use of insect protein in aquaculture in 2017 led to a 40% increase in investments in the industry in 2018. In Europe, aquaculture accounts for about 20% of fish production and directly employs some 70,000 people. The sector is mainly composed of small business or micro-enterprises in coastal and rural areas.
One of the handful of European exceptions is Innovafeed, a pioneering scaleup producing proteins for animal feed and aquaculture founded in 2016 by Aude Guo, Bastien Oggeri, Clement Ray and Guillaume Gras, in Northern France. The company has received €56.8 million in funding so far including a grant issued by the EU’s Horizon 2020 scheme for small and medium-sized businesses. We sat down with Aude Guo to better understand her story as a female founder, the role startups like Innovafeed play in this complex scenario, and the food challenges we all face today.
Many thanks for joining us. Let’s start with a warm up question. What first got you into entrepreneurship?
I was working at McKinsey in 2015 when I started discussing with a colleague about the future of the food system. We believed that finding new ways to sustainably produce protein would be the major challenge of our generation and I found a lot of sense and meaning in this. I met the rest of what would become the co-founding team shortly afterwards and after a few discussions we found ourselves very aligned on what we wanted to achieve and the values and work ethics we wanted to embedded within the company. It was the right moment in my life to dedicate my energy into something which made so much sense and I went for it.
How has your experience been of being a female founder?
I think I am lucky and that it would have been harder if I hadn’t been part of a team to begin with. My associates and then the team we built never made me feel “female” and we have always dealt with our major external partners as a team, and are seen as such. I do get once a while biased behaviour from some of the people I meet (e.g. people assuming that it’s the male colleague in the room who is in charge and talking only to him), but there again the team would always find a natural and often humorous way to correct it. I think the hard part for everyone is that there aren’t many female co-founders, even more so among industrial projects and people don’t know what to expect from them, particularly when they have lived with biases for a long time without having the opportunity to be challenged.
Tell us more about InnovaFeed. How did you and your co-founders come up with the idea?
We realized that new models were needed to meet tomorrow’s food system challenges: its sustainability, the protection of biodiversity and food security. InnovaFeed was created in 2016 to provide answers and solutions to these challenges. InnovaFeed contributes to the construction of a sustainable food system by developing a pioneering and innovative industry: the breeding and processing of insects (Hermetia Illucens) for the production of proteins and lipids intended for animal feed. Our mission is to have a strong environmental impact by offering ecological food alternatives based on insects and inspired by the natural diet of animals, while generating local economic dynamics based on a circular economy.
InnovaFeed was founded in 2016. How have your objectives and goals changed since has the company grown?
From the very beginning, InnovaFeed structured its development in several and paralleled macro-phases, allowing our ambition to evolve quickly along our growth since our creation in 2016. Our first objective back in 2016 was of course to develop our technology and validate the main biotechnological characteristics of the Hermetia Illucens fly. Less than a year after, we wanted to validate our model with an effective production and commercialization. This involved the construction of a pilot unit on the Gouzeaucourt site (Northern France), chosen for its location at the heart of a network of different suppliers of raw materials. Very quickly, our ambition was to scale-up our model at an industrial level, with the construction of our production site in Nesle (Northern France), the largest insect production facility in the world – soon to be opening. Our goal is now to operate an industrial deployment to 4/5 other sites in France and abroad, replicating the industrialization of Nesle on different sites.
What is unique about feed based on insect protein?
InnovaFeed has developed an unique and innovative model of insect farming at industrial scale for animal feed. This model is based on a circular and zero-waste logic: co-locating our production site with existing agro-industries makes it possible to recycle agricultural co-products and energy necessary to feed and raise our larvae, and therefore ultimately to feed farm animals while minimizing our environmental impact. This unique industrial symbiosis model saves 57,000 T of CO2 per year.
As you mentioned, you’re based in Northern France. What is your opinion on the environment for creating a biotech company there?
We are based in the North of France, where the environment proved to be very supportive developing our unique technology and industrial model. Indeed, the Hauts-de-France region’s local government was of particular support for InnovaFeed. They first helped us with the selection of our production sites, at Gouzeaucourt and Nesle, both at the heart of the largest deposit of agro-industrial co-products in Europe. Then they supported our industrial project investment financially through repayable advances. More operationally, we developed with them the most environmentally efficient model through two energy optimization programs.
You’ve received €56.8 million in funding so far including a grant issued by the EU’s Horizon 2020 scheme for small and medium-sized businesses and are now one of Europe’s largest insect-based protein producers. How did Covid-19 affect the company and your expansion plans?
Regarding the production at our site in Gouzeaucourt, we were able to maintain production level while implementing the required sanitary measures. The Covid-19 crisis induced a 2 months delay for the opening of our
The Nesle production site is currently being finalized. The inauguration, which was scheduled in April, had to be postponed due to current sanitary conditions. Finally, our expansion plan and ambitions remain the same, as illustrated by our recruitment plan that remains unchanged.
What is in your opinion the future of food? Did Covid-19 change the way we eat?
Food systems will face numerous challenges in coming years, such as traceability made all the more difficult as global complexity increases, environmental impact of food systems or alimentary dependence. The health crisis we are going through strongly reminded us of our need for food independence, a strategic topic, as well as for complete security along the food value chain to ensure the customer gets safe products. The future of food will undoubtedly focus on providing resilient and sustainable food systems, combining both environmental positive impact with security for the consumer.
The need to identify sustainable sources of protein in animal feed is recognized by both the European Union and the United Nations as a matter of critical importance. What role does InnovaFeed play in this scenario?
Indeed, protein independence is a key challenge for decades to come as the global population increases and eating habits changes in developing countries. Europe currently imports 70% of its protein. Along with several European countries, France has already affirmed its ambition to establish itself as a world leader in the production of proteins to ensure its independence, as confirmed by President E. Macron in August 2019. The large-scale development of the “insect” sector in which InnovaFeed participates is fully in line with this strategy. By upcycling low value industrial coproducts and producing local insect-based alternatives to fishmeal, InnovaFeed participates in the development of a more circular, more resilient and more sustainable food system.
What do you see for the future of humans eating insect-based proteins? And will InnovaFeed be involved?
We have no doubt insects will play an important role in tomorrow’s foodchain, including direct human consumption. Insects are a great source of nutriments and energy that we believe will be leveraged for tomorrow’s human nutrition to allow more sustainable eating habits. Insects for human food is actually already culturally adopted in some part of the world, and we can see a clear evolution towards insect in occidental countries as well, with the emergence of new types of insect-based snacks, either using the insect wholly or as an ingredient to the recipe under its protein-powder or oil format.
As for InnovaFeed, we believe our mission will be focused on animal nutrition for the time being, where demands are huge and so the positive environmental impact the biggest. That being said, our technology and know-how can already provide for high quality and highly nutritional ingredients for food and we will be ready the day the world will be ready to eat more insects.
While ago was promoted to leadership position, if we can call it like this.
Personally, find it somewhat hard to switch from hands on to strategy, vision role. There are always tasks, issues popping up that need my technical guidance, skills. Some are "ghosts from the past" , when I did something well, and now it comes back again with new, more work.
I try to delegate as much as I can, but sometimes it is hard due to lack of skills, knowledge, experience, other work, maybe even motivation in my team.
Is it even possible in a Startup (200 employees) to do only vision, strategy? Or we all have to be all hands on deck, doing things that needs to be done.
How does agile methodology sees it? How should one work in the agile organization I that aspect? Strive for? I also worked in Corporation, there it seemed like it was very structured, also mindset was different. People would not challenge things that much, do their thing etc. It was clear who does what, management, leadership leads, manages, employees do the work, tasks.
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I have a bit of an interesting situation and need some feedback.
For some context, my background plays a significant role with the current opportunity. I’ve been a paramedic for about 18 years, and ran a relatively successful although now dead start up focusing on EMS and hospital communications. Have a nice network, and a very dialed in entrepreneurial brain.
I have a colleague with a similar type product, service, and some revenue, but needs someone exactly like me to help launch into my vertical of experience.
We’ve had a handful of calls outlining strategy, my thoughts and input, and him saying he wants to bring me on. Today we had a call and it ended on, figure out what you want your comp package to look like and we can review and negotiate next week.
He has mentioned on a couple occasions equity and that there is a pool of share I can dip into, 10-20% commission, and a salary once they close this next month.
What would my ideal package look like? I’m sure he will counter to some extent, but I’d like to start out as accurately as possible with a nice blend of salary, equity, and commission.
A top-tier program, though the initial expenditure is high, often around 00 to 00 dollars, shortly be making ,000 to ,000 per month, in the very least, and all starting inside your first pretty good period now. When you calculate just how much time you work, a top-tier program brings in at the very least 0 per hour of work, and could be as high as 0 per time. If you’re going efficient at home, would you rather make 0 every hour or .50 per hr? I know my handle.
If you are kind of human who dislike staying at home, youll have to consider the form of work that calls you away in your own home or will help you do function from different locations.
Today personal computer is truly the workhorse on the the stay at home moms and work at home jobs generally speaking. It has to be an experienced computer with speed and better to have high speed internet connection as well as a particular security program like Norton.
For example; the weight loss program that i personally promote works for female who have to stay the actual home and might still work while when you are considerate of family duties. What’s more, it will are working for men or women previously workforce are motivated to work a legitimate part time business.
You could start a dsl business blog and monetize it with Google AdSense ads. Precisely what people even start your own consulting business and teach people tips to started largest from home based.
Often are incredibly important . think of work from home jobs they involving computers. Jewel being an online online assistant or an independent web designer, most of the time working in a home office is synonymous with keyboards and spread mattress sheets.
Money can be created on the Internet, and much of it! In fact unlimited! While i began doing my investigating of home business es; I managed to rub shoulders and go to the homes of home business marketers making anywhere between ,000 thirty day period and down to ,000 30 days. They are generally those possess become very experienced, nevertheless, you can find programs available into immediately and make 00 to ,000 per month or more which can be carried out by women or men despite education or time constraints.
Can you prepare for that change from having sufficient money to cover the bills to having way sufficiently money total all the thing you need as well as the majority of the things hunt for.
Hi, r/startups! My wife and I are starting a business developing and selling cybersecurity education and training programs. If we want to create a role for her to support our marketing efforts, how should we approach this?
The initial thought is to identify a marketing role that would be a force multiplier for this particular use case, create a learning plan on a training platform like Skillsoft/Percipio that's relevant to said role, and then she can learn and grow into that role on her own time, adding value along the way.
Please let me know if there's additional information I can provide. Also, if this question would be best asked in another sub, I'd greatly appreciate the lead. Thank you for your time.
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Not everyone has found a part that they love. Each and every you wish to keep working for your current employer but at home, talk to your boss to observe to get it to happen. May think that be amazed at their willingness to help.
When which means that decision to start a home business, it’s fairly simple that in order to faced with two or more choices of possible home offices to set off. However, there are a few important factors you can think about before starting any enterprise.
Working out or exercising is important. It not only helps you remain fit, it also helps motivate you and build your self-confidence. Turbines are extremely reason fundamental crunch out may be the it may help reduce hassle. Regular disciplined working out will keep you healthier as it reduces the risk of you contracting some illnesses and disease. With increased strength and metabolism, you’ll able to to achieve more from a better way.
As a sole business owner, certain that you control all financial decisions. Consider the choice to hand out enterprise credit card carefully, since your ability to feature purchases within a tax deduct may be negatively enlightened.
Understanding your way the basics of business work odor they put on a company will anyone with a boost up on the right way to work from home and in reality make dollars spent. We all know that the first rule any kind of business in order to use bring a treatment or want to the marketplace and exchange it for cash.
To eliminate make it a little easier to work at home in order to create a normal working environment for your own situation. Create a workspace where in the some personal privacy. Make sure that you can avoid stuff will distract you contrary to the task at hand. To work at home effectively, should need to recreate lots of the things typically associated using a traditional work environment. For some people this means setting up a full office in their home. You might want to remember how the benefit a work at home career isn’t working on your laptop on the couch, although that is often a nice side benefit. Primary benefits of a business arrangement where you are working at home are such as extra family time, no commute to the office and no direct examiner. You do still need perform and accomplish something.
They do buy from you, or they elect to work along with you in a questionable income scheme relationship. Usually this is simply because they are way too timid or even otherwise assertive enough to say no. So they agree avoid a confrontation. They don’t get satisfaction of one’s product or service and/or they never do exactly how necessary duplicate in the actual. You’ve wasted your time with one who wasn’t serious and another business feels like they got burned. Everybody loses.