Summer came as fast as possible, but still not fast enough, right?
As I have mentioned earlier, our team has been separated for the first half of the year. But that is no more. Working in Virtual Team was something I dealt with the last time. We realized how different it is, to actually be together in one room and see how our work progresses.
In the middle of June, we met for the first ever (!!) GliderPath Strategic Meeting. It was a two-day meeting full of brainstorming. In these two days, we moved forward with several efforts to get closer to our early adopters, followers, and potential clients.
As I said, many topics were discussed and we learned a lot about each other. We went through several methods and techniques which we believed would help us move forward. When we opened up the topic of traction, we decided to try the Bullseye Framework.
Traction: A Startup Guide to Getting Customers by Weinberg and Mares is a book which introduced us this method. It works for 19 traction channels mostly used by startups. The framework which you can see below works very easily.
In the outer circle, you locate those channels which you find not very efficient for your startup. In the inner circle, you pick those, which could have an impact and move the needle of the company. In the middle, you choose three channels which will most probably bring the highest amount of customers and start experimenting with these channels.
But wait. You have to do one channel at a time, to see the potential and not waste energy.
What we realized while we were working on GliderPath’s Bullseye Framework was something completely new for me. And I was confident that I knew everything about this method since I am really interested in it.
Firstly, it was not always clear which channels will move the needle the most. If email marketing has a great impact on traction now, it might not be the same in six months. It’s very hard to decide and although the framework is built to lower the amount of wasted time, it’s complicated to predict how will each channel work.
Second, put aside everything that you would like to do and do what makes sense. Obviously, we all wanted to build a huge community and audience, but since there are different channels, which we are sure will bring more customers to us, we just HAD TO land the community building in the outer ring.
You JUST CAN’T BE ROMANTIC about it. Everyone would love to have tons of followers, and it’s understandable. But practicality is what makes sense when it comes to Bullseye Framework. If business development is what makes sense to your growth, then business development it is. If you want to attend trade shows and it won’t make sense and won’t move your needle….you know how it ends.
Third, even if you choose the top three channels, you know one thing for sure. They are not there for a lifetime. Their impact on your company will at some point be so low, that you will have to adopt a new channel. Make sure that you go for a long-term plan. Experiment with the top three, but have one or two more channels prepared.
Although there might be some exceptions, like content marketing, theese are considered to be a long-run and need a lot of specific skills.
Fourth, make sure that everyone knows that you will have to invest something. You can go for channels which are cheap if you are low budget. But don’t be surprised when you realize that most of the channels need some fuel to run.
You can compare the costs and decide on that. But if you KNOW that something will work and it requires investments, it’s definitely worth it and if executed correctly, ROI is great!
At the end of the day. The bigger picture of this article is:
Bullseye Framework is not a recipe to get you customers.
It needs a lot of time to brainstorm. You will need to check a lot of metrics to make sure which channel might have an impact. You will need to predict (no wild guesses). And finally, you will need to educate yourself in every single channel you choose to experiment with.
Be prepared for this and there won’t be any space for mistakes.