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Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest 2018)

Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest 2018)

Building products with engineers is the most scalable way to drive organic growth. I will introduce briefly the disconnect I found between marketing and product/engineering from my past consulting experience, cover the basics on how we setup autonomous and independent growth teams and ultimately dive into how we drive growth by building products with engineers. In the “building products” deep dive I will give an overview of our framework to generate products ideas from search data, provide some tactical examples on how building custom CMSs allows us to quickly validate MVPs, why we invest in infrastructure to scale acquisition and what we learned so far by building products that solve customers problems across the entire funnel.

Turing Fest

August 01, 2018
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  1. We work in autonomous & independent teams that focus on

    KPIs that make a difference to our customers and drive our growth.
  2. Full stack organic growth team SEO Specialists Full Stack Devs

    Frontend Devs Designers Copywriters Editors Translators Publishers Product/Analysts
  3. Organic growth team mission Users Problem ? Search Answer to

    users problem via products or content
  4. 3 years later….. 1 2 4 3m+ 1.6m+ 1.5m+ Suite

    of research & monitoring tools Custom content management platforms Products Indexed pages users a month visiting our website through our products from search alone Notifications users receive each month
  5. You don’t need an actual product to validate a search

    intent Price comparison v0.1 (Lienzo)
  6. The Average Handling time (AHT) is normalizing. In average it

    takes around 15-18 days for each of the production stages. Overall it takes us 2 - 3 months to publish an article from the moment the brief for it is created.
 Scaling by building efficiencies in publishing operations Publishing Analyst
  7. We already know what we are going to build in

    3 years time 2017 2018 2019 2020 Core products Validate MVPs (no dev resources) Launch new products
  8. Start with an empowered autonomous full-stack team… 1. Build platforms

    & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling
  9. 1000+ new pages DONE! Step 1: We plugged our CMS

    to Metabase We incentive teams to hack our CMS Step 2: Understand template in JSON Step 3: Edit template, concatenate JSON Step 4: Inject data in in PosgreSQL
  10. We created this open source library Scaling global launches and

    localisation Add open source library to your application Configure your mapping Translate & go live!
  11. Scaling pages with modularised services Frontend Widgets Homepage Landing Pages

    Price Comparison Comparison Service Data Collection Service Invite a friend
  12. Start with an empowered autonomous full-stack team… 1. Build platforms

    & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling 3. Iterate on products that truly solve customer problems to drive growth
  13. Data is the essential part of the product without data

    we don’t have a product, not a 10x one.
  14. Start with an empowered autonomous full-stack team… 1. Build platforms

    & tools to launch MVPs in minutes 2. Invest in infrastructure that will help you scaling 3. Iterate on products that truly solve customer problems to drive growth