An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth)

Name: An inside look at Deel’s unprecedented growth | Meltem Kuran Berkowitz (Head of Growth)
Uploaded: 2023-08-27T12:00:16.000Z
Duration: 2 h 22 min 51 s

Back to Basics

In this section, the speaker emphasizes the importance of starting with the basics when building a website and growing an online presence.

Building a Strong Foundation

It is crucial to have a fast and well-optimized website that search engines can easily find.

Before investing in paid ads, focus on creating valuable content that helps people find your website.

Start with a good user experience at the core and gradually expand from there.

Introduction to Melton Coron Berkowitz

The speaker introduces Melton Coron Berkowitz, Head of Growth at Deal, and highlights their impressive growth journey.

About Deal and Growth Achievements

Deal is a payroll HR and compliance platform for global teams.

They experienced extraordinary growth, going from zero revenue to $300 million in just three years while remaining EBITDA positive.

Melton leads all growth efforts at Deal, including paid ads, product marketing, content creation, community building, and more.

Low-Cost Growth Channels

Melton shares insights into how Deal kickstarted its growth through low-cost channels like Reddit communities and content creation.

Leveraging Communities and Content

Deal tapped into communities like Reddit to reach potential customers organically.

Content creation played a significant role in driving traffic and increasing visibility through SEO strategies.

Melton discusses the evolution of growth investments as the company grew.

Sponsorship by Miro - Collaborative Whiteboard Tool

The podcast episode is sponsored by Miro, an online collaborative whiteboard tool designed for team collaboration.

Introducing Miro

Miro is an online collaborative whiteboard tool that helps teams brainstorm, strategize, and collaborate effectively.

The speaker encourages listeners to visit miro.com/Lenny to explore Miro's features and templates.

Sponsorship by Element - Electrolyte Drink Mix

The podcast episode is sponsored by Element, an electrolyte drink mix.

Benefits of Element

Element is a tasty electrolyte drink mix with a science-backed ratio of electrolytes.

It helps prevent and eliminate common symptoms of electrolyte deficiency like headaches, muscle cramps, fatigue, etc.

Many athletes and sports teams rely on Element for hydration.

Growth at Deal

The speaker discusses the growth trajectory of Deal and its significance.

Deal's Growth Journey

Deal is a payroll HR and compliance platform for global teams.

The speaker mentions that the growth journey of Deal has been extraordinary but does not provide specific stats in this section.

Timestamps are provided where available.

Company Growth

The speaker discusses the growth of the company, starting from less than a million dollars in ARR (Annual Recurring Revenue) in July 2020. By January 2021, the ARR had grown to four million dollars. In 2021, they finished with 57 million dollars in ARR. As of April 2022, they were at 100 million dollars and started this year with 295 million dollars in ARR.

Company Growth Timeline

Joined the company in July 2020 with less than a million dollars in ARR.

January 2021: Reached four million dollars in ARR.

Finished 2021 with 57 million dollars in ARR.

April 2022: Reached 100 million dollars in ARR.

Started current year with 295 million dollars in ARR.

Early Stage of the Company

The speaker talks about joining the company as the second hire on the marketing team and being one of the early employees (either employee number 19 or 20). They mention another company called Ramp that grew faster initially but later took over as the fastest-growing SAS businesses.

Early Stage Details

Joined as second hire on marketing team.

One of the early employees (employee number either 19 or 20).

Another company called Ramp grew faster initially.

Both companies considered among fastest-growing SAS businesses.

Cheap Growth Channels

The speaker specializes in cheaper growth channels and shares insights on effective strategies. They emphasize providing value by answering people's questions and solving their problems through channels like search engine optimization, Reddit, forming partnerships, and engaging with existing communities.

Cheap Growth Channels

Focus on answering people's questions and solving their problems.

Utilize search engine optimization (SEO) through articles.

Engage with communities on Reddit and other platforms.

Form partnerships with relevant groups.

Connect with business leaders in existing communities.

Provide value on platforms like Quora by answering questions.

Providing Value through Answering Questions

The speaker highlights the importance of adding value to people by answering their questions. They explain that when you provide valuable answers and present your solution, it becomes a cheap channel for reaching potential customers. Platforms like Reddit and Google can be utilized to find people asking relevant questions.

Adding Value through Answering Questions

Focus on adding value by answering questions.

Platforms like Reddit and Google are good places to find questions.

Provide answers and connect with potential customers.

Word-of-mouth referrals can result from helping people solve their problems.

Tapping into Existing Communities

The speaker discusses the effectiveness of tapping into existing communities as an early growth strategy. They mention Airbnb as an example of leveraging an existing community to build their business.

Tapping into Existing Communities

Effective early growth strategy is tapping into existing communities.

Examples include Airbnb leveraging an existing community for growth.

Adding Value to the Community

The importance of adding value to the community in order to gain attention and avoid being ignored or rejected.

Importance of Adding Value

To piggyback off a community, it is crucial to add value to that community.

Without providing value, people will not pay attention and may kick you out.

Utilizing Reddit for Community Engagement

Using Reddit as a tool for engaging with communities and finding potential users.

Leveraging Reddit

Reddit is an effective platform for understanding what's top of mind for your audience.

Various subreddits cater to specific questions from different communities.

People ask questions on Reddit because they want peer answers and multiple perspectives.

Plugging in relevant keywords helps identify discussions related to your product or service.

Early Adoption of Growth Strategies

Implementing growth strategies early on and their impact on overall growth.

Early Adoption of Strategies

Tracking keywords within the first day of starting a role can kick-start growth.

Answering questions across platforms like Reddit and Quora remains an ongoing strategy.

While the percentage contribution from these channels may decrease over time, the number of potential users reached through them continues to grow.

Identifying Cheap Growth Channels

Exploring cost-effective growth channels and strategies for reaching potential users.

Cost-effective Growth Channels

Social media platforms like Twitter provide opportunities for answering user questions.

Any platform where people ask questions falls into the category of cheap channels.

Providing Value in Answering Questions

Differentiating between effective and ineffective ways of answering user questions.

Value in Answering Questions

Merely promoting a solution without addressing the question is less effective.

Providing an explanation of the problem's solution adds value to the conversation.

Treating users like friends, genuinely answering their questions, and offering additional assistance helps build trust.

Personalized Interactions for Community Engagement

The importance of personalized interactions and avoiding automation when engaging with communities.

Personalized Interactions

Automated systems should not be used for interacting with people.

Early on, interactions were handled by team members, including co-founders.

Each team member had access to answer questions, ensuring prompt responses.

Avoid overloading a conversation with multiple team members responding simultaneously.

Exploring Potential Platforms for Founders

Considering various platforms where founders can engage with potential users.

Potential Platforms for Founders

Apart from Reddit and Twitter, platforms like Quora can also be explored.

The key is to identify places where potential users are asking questions and seek opportunities to provide valuable answers.

Close Communities and Adding Value

The speaker discusses the importance of close communities and how to gain access to them. They emphasize the need to add value in these communities to stay engaged.

Close communities are exclusive groups that provide access to valuable connections.

Gaining access to close communities can be challenging but worthwhile.

To stay in these communities, it is crucial to contribute and add value.

Merely being a passive member without adding value will result in being removed from the community.

Growth Channels at Deal

The speaker explains the evolution of growth channels at Deal over time.

In the early stages, a significant portion (around 80-90%) of growth came through non-paid channels like partnerships and SEO.

As Deal has grown, other channels have also become significant contributors to overall growth.

Currently, approximately 50% of growth continues to come from non-paid channels.

Importance of SEO and Writing for Readers

The speaker discusses the importance of SEO for Deal's success and provides insights on effective writing for search engine optimization.

SEO has played a crucial role in Deal's success and growth.

One common mistake in SEO is keyword stuffing without considering user experience.

Instead of focusing solely on keywords, it is essential to write content that answers users' questions effectively.

Search engines prioritize providing quick answers, so content should be engaging enough for readers not to return immediately to search results.

Operational Approach to SEO Content

The speaker highlights the operational approach taken by Deal's content team for publishing SEO articles.

Deal's content team operates with a clear framework rather than being purely creative.

The team follows a traffic light system to determine which keywords to target.

Keywords are ranked based on volume and intent, with high-intent keywords prioritized for content creation.

The team categorizes keywords as green (high intent), yellow (mixed intent), or red (low intent).

Articles are created based on the highest volume and highest intent keywords, ensuring they align with users' search intentions.

Creating Effective SEO Articles

The speaker explains the process of creating SEO articles that work effectively.

Deal's content team starts by selecting high-intent and high-volume keywords from their list.

They then focus on understanding the user's search intent behind each keyword.

Articles are crafted to provide valuable information that aligns with users' needs and encourages them to consider Deal's solution.

By following this process, Deal has been successful in explaining complex topics like "employer of record" (EOR) to potential customers.

Timestamps have been associated with bullet points as requested.

Understanding User Intent for Effective SEO

In this section, the speaker discusses the importance of understanding user intent when creating content for search engine optimization (SEO). They emphasize the need to provide valuable answers to users' questions and suggest using tools like Google's "People Also Ask" feature to identify related queries.

Importance of User Intent

User intent plays a crucial role in SEO.

It is essential to create content that addresses the questions and needs of users.

Tools like Google's "People Also Ask" feature can help understand what users are searching for.

Creating Valuable Content

Focus on answering users' questions and providing valuable information.

Use SEO tools to ensure that the content is written in a simple language that is easy to understand.

Keywords act as an address for search engines, so it's important to include relevant keywords in the right places.

Structure of the Content Team

The content team is led by a director of content who oversees operations.

There is one person responsible for managing operations, including working with freelancers and ensuring timely publication.

Different team members specialize in specific areas of content creation based on their expertise.

Recently, a team has been formed to focus on different types of content such as videos and educational materials.

Team Size and Impact

The current content team consists of approximately eight full-time members.

The team contributes significantly to company growth, accounting for about half of overall growth.

Avoiding Mistakes in SEO

In this section, the speaker highlights common mistakes made in SEO and emphasizes the importance of dedicating time and effort to optimize effectively. Cutting corners or neglecting keyword research can result in poor-quality content that fails to attract readers or rank well on search engines.

Time Consumption in SEO

SEO requires continuous effort and cannot be fully automated.

Cutting corners or neglecting key steps in the optimization process can lead to subpar results.

Importance of Quality Content

Creating high-quality content is crucial for SEO success.

Valuable and useful content attracts readers and encourages engagement.

Google's algorithms consider user behavior, such as reading, subscribing, and sharing, to determine the quality of content.

Article Production Frequency

Previously, the team published around 10 new articles per week.

Currently, they focus on five new articles and five article updates per week.

Regular updates are necessary to ensure that published content remains relevant and up-to-date.

Multilingual Content Creation

In this section, the speaker discusses expanding content creation beyond English to include other languages. They mention the continuous need for work due to regulatory changes and emphasize the importance of maintaining accuracy and relevance across different languages.

Multilingual Operations

Initially focused on English-only operations but expanded into other languages over time.

The team now creates content in multiple languages to cater to a broader audience.

Regulatory changes require continuous fact-checking and updating of previously published articles.

Abundance of Work

With content creation in multiple languages, there is no shortage of work for the team.

The demand for accurate and relevant information across various languages keeps the team busy.

What Sort of Businesses are Best Suited for SEO?

In this section, the speaker discusses the types of businesses that are best suited for SEO and whether everyone should be doing SEO.

Opinion on Business Types for SEO

Not everyone should be doing SEO.

If you are in a space where people actively search for a solution, then SEO is beneficial.

However, if you are a direct consumer company selling products like lipstick, investing in SEO may not be necessary as people tend to go to platforms like Instagram instead of Google.

Importance of Solution Type

The suitability of SEO depends on the nature of the solution being offered.

B2B products that solve active problems tend to benefit more from SEO.

For consumer goods, less effort may need to be put into SEO.

Prioritizing Resources in Early Days

This section focuses on how to prioritize resources and what steps to take in the early days of building a business.

Starting with Basics

In the early days, it is important to focus on building the foundation before investing in other strategies.

The first step is ensuring you have a website that is fast and known by search engines.

Next, consider whether people can find your website. If not, creating relevant content becomes crucial.

Only after addressing these questions should you consider investing in paid ads.

Importance of Website Experience

A successful paid ads program requires a website that loads quickly and provides a good user experience.

Starting with a strong foundation and gradually expanding from there is recommended.

Steps for Early Prioritization Exercise

This section outlines the steps involved in prioritizing resources during the early stages of building a business.

Step One: Website Existence and Performance

Do you have a website?

Is it fast and known by search engines?

Step Two: Ensuring Findability

Can people find your website?

If not, consider creating content to improve discoverability.

Step Three: Paid Ads

Once the basics are covered, evaluate if you have the budget for paid ads to drive traffic to your website.

Investing More Resources Beyond Basics

This section discusses where to invest more resources once the basics are covered.

Long Tail Platforms

After covering the major ad platforms, focus on long tail platforms.

These platforms individually may not contribute significantly but collectively diversify lead flow.

Examples include review sites, smaller outlets, newsletter ads, and podcast ads.

Niche Websites

Consider targeting niche websites with moderate monthly visitors.

Even if individual websites have limited traffic, cumulative exposure can be valuable.

Importance of Long Tail Focus

This section emphasizes the importance of focusing on long tail strategies for business growth.

Accumulative Impact of Long Tail Efforts

Individual efforts on long tail platforms may not yield significant results.

However, when multiple long tail strategies are implemented (e.g., running multiple podcast ads), their impact accumulates over time.

Diversifying Lead Flow

By investing in long tail platforms and niche websites, businesses can diversify their lead flow and reach a wider audience.

Importance of Diversified Leads

The speaker discusses the importance of having a diversified source of leads for smaller platform ads.

Having a diversified source of leads is crucial for smaller platform ads.

Podcast ads are highly recommended by the speaker.

It is important to have a diverse range of leads to maximize the effectiveness of ads.

Assembly AI for AI-powered Features

The speaker introduces Assembly AI, a tool that makes it easy to transcribe and understand speech at scale.

Assembly AI offers an API that provides access to the latest AI breakthroughs from top-tier research labs, product teams, startups, and enterprises.

Users can use Assembly AI's API to automatically transcribe and summarize phone calls and virtual meetings, detect topics in podcasts, and more.

All models provided by Assembly AI through their API are production-ready.

Notable companies like Spotify, CallRail, and Writer use Assembly AI for accurate transcription and valuable insights.

Timing Awareness Campaigns for B2B Businesses

The speaker shares their perspective on awareness campaigns for B2B businesses and explains why they are not a fan of early awareness campaigns.

Early awareness campaigns for B2B businesses take time and resources but may not always resonate with the target audience.

B2B businesses should focus on tapping into the bottom of the funnel first before investing in awareness campaigns.

It may take around six to eight months or more to reach potential customers who are ready to convert.

While awareness campaigns can be effective later on, they often end up being a waste of time in the early stages when messaging and resonance haven't been fully established.

Notion's Successful Out-of-Home Ad Campaign

The speaker highlights Notion's successful out-of-home advertising campaign and explains why it worked well.

Notion executed a successful out-of-home ad campaign at a later stage in their journey.

The timing of the campaign was crucial as it targeted an audience already familiar with Notion.

The ads showcased Notion's unique product interface, which required prior familiarity for effective communication.

By waiting until people were familiar with the interface, the out-of-home ads made sense and reinforced brand recognition.

Importance of Strategic Partnerships

The speaker emphasizes the importance of strategic partnerships and advises on choosing the right partners.

It is essential to partner with companies that have a shared audience and are trusted sources for guidance in solving specific problems.

In the case of B2B businesses, partnering with venture capital firms can be highly beneficial due to their influence and expertise.

Simply sharing an audience does not guarantee that your partner will be seen as a trusted source by your target customers.

Choosing the right partners can significantly impact the success of marketing efforts.

Importance of Audience Overlap and Trusted Resources

The speaker emphasizes the importance of audience overlap and trusted resources when partnering with other tech companies. They discuss the significance of identifying where people are asking questions that align with your product or solution.

Recognizing Audience Overlap and Trusted Resources

It is crucial to recognize the importance of audience overlap when considering partnerships with other tech companies.

People tend to trust certain resources more than others when seeking solutions or answers to their questions.

Identifying where people are asking relevant questions can help determine if your product can provide valuable answers or solutions.

Examples of Questions People Ask

Compliance is a common question asked by HR, Finance, and Legal leaders in companies, especially when hiring employees from different countries.

Taxes, particularly related to payroll and hiring, vary from country to country and require specific knowledge.

Specific use cases such as paying taxes for engineers versus contractors may have different requirements.

Answering Questions and Providing Content

The speaker discusses the importance of answering questions and providing valuable content. They share an example of a blog post they wrote that was linked by the IRS as a definitive answer to a question.

Importance of Answering Questions

Answering questions helps establish credibility and trust among users.

Providing valuable content that addresses specific queries can attract more traffic and engagement.

Example: Blog Post Linked by IRS

The speaker shares a story from their previous role where they wrote a blog post about qualifying for the PPP program during COVID-19.

The blog post became a trusted resource for customers who had questions about eligibility and application process.

The IRS recognized the quality of the article and linked it on their website as a reliable source of information.

Compliance and Constant Updates

The speaker highlights the importance of compliance and the need for constant updates in regulations. They mention how their company has in-house experts who provide answers to compliance-related questions.

Importance of Compliance

Compliance is a significant concern for HR, Finance, and Legal leaders when hiring employees from different countries.

Having knowledge about compliance requirements in both the country of origin and the country being hired from is crucial.

Constant Updates and Proactive Communication

Regulations related to compliance frequently change, requiring proactive communication with customers.

In-house experts provide up-to-date information and address any changes in regulations promptly.

Nitty-Gritty Questions: Taxes and Use Cases

The speaker discusses specific questions related to taxes and use cases that are often asked by users. They emphasize the importance of understanding the specifics for different roles or types of work.

Taxes: Country-specific Considerations

Taxes related to payroll, hiring, and work vary from country to country.

Understanding which taxes to pay, when to pay them, and how they differ based on job roles is essential.

Use Case Specifics

Different job roles may have different tax requirements. For example, paying taxes for an engineer versus a designer or contractor may have distinct considerations.

Providing Solutions Based on Specific Questions

The speaker emphasizes the importance of providing solutions based on specific questions rather than generic inquiries. They highlight the need for tailored responses that address users' unique situations.

Tailoring Solutions to Specific Questions

Users often ask very specific questions about their unique circumstances.

Instead of simply recommending a generic solution, it is important to understand their specific needs before providing an answer or solution.

Addressing Payroll Solution Needs

Rather than asking "What's the best payroll solution?", users may ask questions like "How do I pay taxes for an engineer I'm hiring in Turkey?"

Providing a tailored answer to their specific question helps build trust and ensures the solution meets their requirements.

IRS Linking to Company's Resource

The speaker shares a story about a blog post they wrote that was linked by the IRS, indicating its reliability and usefulness. They discuss how providing valuable content can lead to recognition and increased traffic.

Example: Blog Post Recognized by IRS

During the COVID-19 pandemic, the speaker wrote a blog post addressing questions about qualifying for the PPP program.

The article became a trusted resource for customers seeking guidance on eligibility and application processes.

The IRS recognized the quality of the blog post and linked it on their website as an authoritative source of information.

Recognition and Growth through Answering Questions

The speaker discusses how answering questions and providing valuable resources can lead to recognition, growth, and increased traffic. They highlight the importance of being proactive in helping users find answers.

Recognition through Valuable Content

When you provide valuable answers or solutions, people will refer others back to your resources.

Being recognized by authoritative sources like government agencies can significantly boost credibility.

Growth from Answering Questions

The example of having an article linked by the IRS resulted in significant growth during the period when people were applying for PPP.

While unfortunate circumstances led to writing such articles, they can serve as drivers of growth due to increased visibility and trust.

Success Factors in Paid Advertising

The speaker shares insights into what it takes to be successful in paid advertising. They discuss messaging optimization and creative fatigue as key factors.

Messaging Optimization

Paid advertising requires careful consideration of messaging to ensure it resonates with the target audience.

Constantly updating and refreshing ad content is essential to avoid creative fatigue.

Creative Fatigue and Ad Optimization

Creative fatigue occurs when an ad becomes repetitive, leading to decreased engagement.

Ad optimization involves setting bids, managing budgets, and ensuring ads are effective without exceeding limits.

Conclusion and Moving Forward

The speaker concludes the discussion on success factors in paid advertising. They express their willingness to move on to a different topic for further exploration.

Key Takeaways from Experience

Success in paid advertising requires both messaging optimization and ad optimization.

Avoiding creative fatigue by constantly updating ad content is crucial for maintaining user engagement.

Transitioning to a New Topic

The speaker expresses their readiness to move on from the topic of paid advertising and explore other areas of interest or discussion.

Understanding the Importance of Messaging and Customer Conversion

The speaker emphasizes the need to evolve messaging alongside product development. They highlight the importance of not just focusing on lead generation but also tracking how many leads convert into clients and the revenue generated from those clients.

Evaluating Campaign Success and Customer Journey

It is important to assess campaign success beyond lead volume by considering how many leads actually convert into clients.

Tracking the customer journey and evaluating the revenue generated from clients one year after acquisition helps determine the channel's worthiness for investment.

A real-time dashboard can be set up to monitor conversion rates, qualified opportunities, closed deals, and average customer value.

The Role of Product Quality in Growth Strategy

The speaker highlights that a great product that meets customer expectations is essential for successful growth strategies. They emphasize that even the best marketing efforts will fail if the product does not live up to expectations.

Product Quality as a Foundation for Growth

Acquisition channels are ineffective if the product fails to meet customer expectations.

In B2B markets, customers are less likely to tolerate subpar products, leading to negative word-of-mouth and churn.

A great product is crucial for sustainable growth and should not be taken for granted when assessing a company's potential.

Assessing Company Potential Based on Team Composition

The speaker advises individuals considering joining a young company to evaluate its team composition. A strong focus on product development with supporting functions like marketing, sales, and data indicates a solid foundation for future growth.

Evaluating Team Composition as an Indicator of Product Quality

A company with a majority of its team dedicated to product development signals a strong core business foundation.

Supporting functions like marketing, sales, and data should be built around a solid product rather than compensating for its weaknesses.

Companies with an outsourced development team or an imbalance between sales and engineering may indicate potential product quality issues.

Leveraging the COVID-19 Pandemic for Growth

The speaker discusses how the COVID-19 pandemic impacted their company's growth. They explain that while Deal was started before the pandemic, it benefited from the increased adoption of remote work during this time.

Capitalizing on Remote Work Trends

Deal was not specifically designed as a response to the pandemic but benefited from the shift towards remote work.

The pandemic forced businesses to test remote work arrangements, aligning with Deal's vision of a global work platform.

Even as some businesses return to physical offices, they still require global collaboration, creating ongoing opportunities for Deal.

The transcript is already in English.

Hiring Remote Employees

The speaker discusses the shift towards hiring remote employees regardless of their location. Companies started embracing this approach to find the best person for the job, even if they were not within the company's region.

Importance of Word of Mouth and Problem Solving

Initially, word of mouth played a significant role in helping people discover new solutions.

However, as time went on, word of mouth became a smaller percentage of how people discovered new products or services.

People needed solutions for specific problems such as payroll management or hiring independent contractors overseas.

Building the Growth Team at Deal

The speaker discusses team building and shares insights on what skills were important when building the growth team at Deal.

Key Skills for Early Team Members

Commitment to key performance indicators (KPIs) beyond just lead numbers was crucial.

Candidates who could commit to revenue-related KPIs showed genuine care for the business's bottom line.

Avoiding hiring solely based on brand name appeal from big companies was important.

Consider whether candidates from large companies joined when resources were abundant or if they contributed to growth with limited resources.

Emphasizing "Little Hands" Mentality

At Deal, there is a concept called "little hands," which means being willing to do small tasks regardless of one's position in the organization.

During interviews, it is essential to assess if candidates are open to performing various tasks and not shy away from nitty-gritty work.

While building a team is necessary in the future, initially finding individuals willing to take on any task is crucial.

Assessing Commitment to Revenue Goals

The speaker explains how they assess a candidate's commitment to revenue goals during the interview process.

Evaluating Past KPI Commitments

Assessing candidates' past commitments to revenue goals or bottom-funnel objectives is crucial.

If candidates have never committed to such goals before, their willingness to commit during the interview may not be genuine.

Asking about current and desired KPIs can provide insights into their understanding of bottom-funnel metrics.

Testing Strategy with Different Budget Levels

During case study exercises, asking candidates to develop strategies with zero dollars, ten thousand dollars, and a hundred thousand dollars helps evaluate their scalability mindset.

Candidates who struggle with low-budget scenarios or only focus on social media monitoring may not be comfortable committing to bottom-of-funnel objectives.

New Section

In this section, the speaker discusses the early growth team structure and how it evolved over time.

Structuring the Early Growth Team

The company initially hired one leader to manage a part of the organization and allowed them to grow their teams.

They avoided hiring based on hypotheses and instead hired one person to test a theory before expanding the team.

The first hire was a product marketing person who later led the product marketing team.

A copywriter was then hired to assist with messaging and now leads the creative teams.

A data analyst was also brought in early on to ensure informed spending decisions.

Initially, there were three teams: product, content, and growth.

New Section

This section focuses on the current team structure of functional and regional teams.

Current Team Structure

The company now has functional teams consisting of subject matter experts in areas like product marketing, content, community events, paid advertisements, and branding.

Functional teams are not restricted by location; they can be based anywhere in the world.

Regional teams are also established to have local expertise for different key regions where they sell their products.

Marketing managers from regional teams collaborate with functional teams to execute strategies effectively.

New Section

In this section, the speaker explains why they prefer a functional and regional setup rather than separate regional teams for each function.

Benefits of Functional and Regional Setup

Separating technical roles into different regions hinders best practices learning and skill development compared to having them sit together as a tight-knit team.

By maintaining a functional setup, individuals with specific expertise can work collaboratively regardless of their location.

If someone from a region wants to run paid ads, they work with the central paid ads team to develop and execute the strategy.

The decision on resource allocation depends on the market's potential, opportunities, and competitive landscape.

New Section

This section explores the speaker's perspective on culture at a startup and how they foster a sense of urgency.

Culture at Deal

Culture is a combination of what team members bring to the company and what the company gives back to them.

The company expects team members to bring "Deal speed," which means acting with urgency on behalf of customers.

They prioritize quick responses to customer problems within 24 hours rather than making them wait for weeks.

The speaker emphasizes that culture is about both individual contributions and what the company provides in return.

Importance of Urgency, Positivity, and Customer Care

In this section, the speaker emphasizes the importance of urgency, positivity, and customer care in solving problems effectively. These qualities are expected from team members to maintain a productive and successful work environment.

Key Points:

Urgency is crucial for problem-solving and pushing oneself to act promptly. It is important to approach challenges with a sense of urgency rather than being pessimistic or slowing down progress.

Team members should ask questions and provide reasons why they believe something will work, while also considering associated risks. The focus should be on finding solutions rather than dwelling on potential obstacles.

Showing genuine care for customers is essential since the product being developed directly impacts their lives and businesses. Recognizing the personal nature of the product helps foster a strong customer-centric approach.

Balancing Software Development with Business Impact

This section highlights the importance of recognizing that software development is not just about creating a platform but also about enabling businesses to function smoothly. The speaker emphasizes the need for empathy towards customers' needs.

Key Points:

The focus should not solely be on developing software or platforms but also on understanding that it directly affects people's livelihoods and business operations. Payroll delays or contract issues can have significant personal consequences for individuals and companies alike.

Flexibility in Work Environment

Here, the speaker discusses how their company offers flexibility in terms of where and when employees work as long as they fulfill their responsibilities.

Key Points:

Employees are given autonomy to choose how and when they work, including the freedom to decide their work location and hours. This flexibility allows individuals to shape their lives according to their preferences while meeting the company's expectations.

Core Values and Their Establishment

The speaker explains that core values were established about a year into the company's existence, based on phrases frequently used within the organization.

Key Points:

Core values, such as "deal speed," were not explicitly defined from the beginning but emerged organically through common phrases used by team members. These values were later crystallized and shared with everyone in the company.

The establishment of core values is an ongoing process, and it is important for them to reflect who the company already is rather than being aspirational ideals. Airbnb went through a similar experience of refining their core values over time.

Default Optimism and Embracing Challenges

This section discusses the importance of default optimism and embracing challenges as part of maintaining an intense culture within a company.

Key Points:

Default optimism refers to approaching challenges with a positive mindset, seeking solutions instead of focusing on why something won't work. Airbnb's version of this concept was expressed as "embrace the adventure."

Maintaining an intense culture involves constantly having a sense of urgency, as it keeps people engaged and prevents job dissatisfaction or burnout. Moving fast and getting things done contributes to fulfillment in one's work.

Fulfillment Through Urgency and Team Effort

The speaker shares personal experiences where working with urgency alongside teammates created a sense of fulfillment and camaraderie.

Key Points:

Working with urgency, especially during challenging times, can create a strong bond within the team. The speaker recalls an instance where the entire team had to work on a Sunday to address customer concerns, and despite missing out on personal plans, it felt like being in a war room and contributed to a positive work environment.

The transcript provided does not contain any further sections or timestamps beyond this point.

Working Hard on Something You're Excited About

The speaker emphasizes the importance of working hard on something you're excited about and proud of.

Importance of Passion and Pride in Work

It is crucial to work on something that excites you and that you can be proud of.

Being passionate about your work helps drive motivation and dedication.

Remote Work Experience and Ironing Board Desk

The speaker discusses their remote work experience and shares a story about using an ironing board as a desk.

Remote Work Setup

Due to pandemic restrictions, the speaker had to work remotely for a year and a half without meeting many co-workers.

They share a photo of their home office with a beautiful view out the window but reveal that they used an ironing board as a desk.

Creative Solution for Limited Workspace

The ironing board was used because there was only one desk available at the time.

Despite the unconventional setup, the stunning view behind them made it seem more glamorous than it actually was.

Benefits of Remote Work and Flexibility

The speaker explains how remote work allowed them to have flexibility in their location and spend time with family.

Freedom to Work Anywhere

Previously, visiting family in another country would require taking days off from work.

Remote work allowed the speaker to continue working while spending time with family in Istanbul, regardless of their location in Canada.

Fulfillment of Deal's Promise

Working remotely enabled the speaker to experience firsthand the promise of deal's flexible work culture.

They were able to balance work responsibilities while being present with their family, which felt like a significant achievement.

Remote Work Challenges and Meeting Team Members

The speaker discusses the challenges of remote work, including not meeting team members for a long time.

Pandemic Restrictions and Limited Travel

Due to strict pandemic restrictions in Canada, the speaker was unable to travel or meet their co-workers for a year and a half.

This posed challenges in terms of building relationships and collaborating effectively.

First In-Person Meeting

The speaker finally met their team members at a conference in Lisbon after working together remotely for a significant period.

It was a surreal experience as they had accomplished so much without ever meeting face-to-face.

Building Culture in Remote Work Environment

The speaker highlights how remote work allowed for authenticity and building culture within the team.

Unique Remote Work Experiences

Working remotely from home allowed team members to show their authentic selves, including pets and partners.

This sincerity fostered camaraderie and built a strong team culture despite physical distance.

Delayed Implementation of Traditional Practices

Some traditional practices, such as creating company swag, were delayed due to the nature of being a pandemic business.

However, the early focus on authenticity and flexibility helped establish the company's culture from day one.

Simplifying Growth Strategies

The speaker emphasizes that growth strategies can be relatively straightforward if you focus on adding value to people's lives.

Simplicity of Growth Strategies

Growth strategies are often perceived as difficult but can be simplified by focusing on fundamental principles.

Understanding where your target audience is and how your product adds value are key factors in driving growth.

Lightning Round

No relevant information provided.

The Importance of Reading Fiction

In this section, the speaker emphasizes the importance of reading fiction and encourages creativity and personal growth through reading.

Reading Fiction for Personal Growth

Reading fiction is constantly recommended by the speaker.

It became uncool to read fiction at one point, but it is important to be creative and do something with your brain other than just reading non-fiction.

The speaker acknowledges that they still get drawn to non-fiction but highlights the benefits of reading fiction.

Favorite Recent Movie and TV Shows

In this section, the speaker shares their favorite recent movie and TV show recommendations.

Favorite Recent Movie - "Oppenheimer"

The speaker loved the movie "Oppenheimer" and appreciated its exploration of excellence.

They wished there was more focus on why Oppenheimer drove everyone to excellence.

Favorite Recent TV Show - "The Summer I Turned Pretty"

The speaker absolutely loved the TV show "The Summer I Turned Pretty," despite it being designed for teenagers.

They enjoyed every second of it, emphasizing that age should not limit one's enjoyment of a show.

Favorite Interview Question

In this section, the speaker discusses their favorite interview question and what they look for in candidates' responses.

Favorite Interview Question - What Would Your Siblings Say About You?

The speaker's favorite interview question is asking candidates what their siblings would say about them.

This question provides insight into how candidates perceive themselves based on others' opinions.

Desired Qualities in Candidates' Answers

The speaker looks for sincerity and self-awareness in candidates' answers.

It is important for candidates to demonstrate awareness of how others perceive them, showing humility and self-awareness.

Favorite Product Discoveries

In this section, the speaker shares their favorite product discoveries.

Favorite Product - Caffeine Strips

The speaker recommends caffeine strips as a favorite product.

These strips provide a mild boost of 50 milligrams of caffeine without the jitters.

They are an alternative to caffeine pills or coffee and are easy to control the dosage.

Personalized Library Stamp

The speaker received a personalized library stamp as a gift and loves using it.

They enjoy giving books away and stamping them with their library stamp.

The speaker hopes to one day come across one of their stamped books in a second-hand bookstore.

Embracing Insecurity and Overachievement

In this section, the speaker discusses their favorite life motto and embracing insecurity.

Favorite Life Motto - "The World is Run by Insecure Overachievers"

The speaker's favorite life motto is "The world is run by insecure overachievers."

Initially viewing insecurity as a downfall, they learned to embrace it after someone they admire shared this perspective.

Embracing insecurity allows for authenticity rather than pretending to be confident based solely on brilliance.

Favorite Canadian Food - Caesars

In this section, the speaker talks about their favorite Canadian food.

Favorite Canadian Food - Caesars (Bloody Marys with Clam Juice)

The speaker's favorite Canadian food is Caesars, which are similar to Bloody Marys but made with clam juice.

When ordered in Canada, Caesars come with additional garnishes like pepperoni sticks and pickled asparagus.

The speaker suggests that America should adopt this Canadian tradition.

Contact Information and Requests

In this section, the speaker provides their contact information and requests feedback and book recommendations.

Contact Information

The speaker can be reached on Twitter at @MeltonK for faster responses.

They do not respond to messages on LinkedIn.

Requests for Feedback and Book Recommendations

The speaker welcomes feedback on deals and appreciates suggestions for improvement.

They are open to book recommendations, particularly in the fiction genre.