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Matt Ellsworth, Distro Partner @ 500 Startups

Always be Sales Hacking

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Distro Team

Pre-Seed & Seed Stage San Francisco & Mountain View

AcceleratorPost-Seed

Regional & All over the world

Distro DojoPost-Seed

Global Invesment

Distro Fund

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Defining Sales1

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Sales is generating revenue through person-to-person

interaction

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Focus on perceived and actual value

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Be Helpful

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Defining Sales Hacking2

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Sales Hacking is a process to finding better ways to sell

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Tactics change, focus on process and principles

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ABSH

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OODA Loops for Sales Hacking

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Developed by John Boyd for fighter pilots to win battles

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Four point loop for making fast & effective decisions

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Observe

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What do we know? What new information do we have?

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Orient

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Applying different mental models to the problem

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Decide

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Given what we know, what’s the best approach for success?

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Act

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Simple execution, make sure to track results

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Sales Hacking at Storefront

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Storefront, the Airbnb of Retail, space for pop-ups

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Breakdown sales into 3 parts:Targeting, Selling, Delivering

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Apply OODA Loops and see what happens

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Targeting

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How do we make big target lists when we can’t buy them?

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Targeting Coffee Shops

Coffee Shops working, Needed a list, No providers had that list

Observe

Yelp & Etsy had data, structured already, Web Scraping

Orient

Web scraping was fastest & most efficient

Decide

Scraped categories & gained new observations about total addressable market

Act

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Selling

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We need to sell more, do we hire more sales people?

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Selling more Coffee Shops

Small team, keep burn rate down, can’t hire a ton of people

Observe

Sales automation software being created, one script, many responses

Orient

Send out mass emails, create snippets for responses, hire virtual assistants

Decide

Sent out 500 emails per week, sales people focus on responses

Act

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Delivering

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How do we help customers create listings faster?

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Delivering on Listings

Customers are excited, dropping off before listings are created, listings aren’t very good in many cases

Observe

Data on best listings, services exist to outsource writing, help customers sell more

Orient

Create mass listings for big clients, use virtual assistants to collect info, outsource the writing

Decide

Outsource creation of listings in batches, customers got on the site faster and had more requests

Act

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건배!!!