Moz: A New Beginning

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A New Beginning
Rand Fishkin | Moz All Hands | June 2013

Topics:
1. Moz’s Core Purpose, Values, Strategic Vision, and BHAG
2. Our Key Initiatives for the next 12 months
3. Making ...

Moz’s Core Purpose, Values,
Strategic Vision, and BHAG

Why Does a Company Exist?
“Many people assume, wrongly, that a company exists simply
to make money. While this is an impor...

Vision-Based Framework

Defining Core Purpose
Purpose (which should last at least 100 years) should not be
confused with specific goals or busines...

Our Core Purpose (aka “Mission”)
Moz's mission is to help people
do better marketing.

Defining Core Values
Core values are the essential and enduring tenets of an
organization. A small set of timeless guiding...

Our Core Values
Transparent
Authentic
Generous
Fun
Empathetic
Exceptional

Defining Strategic Vision
Strategy takes what you want to achieve and develops a plan
to get there. From strategy you can ...

We Believe (and have evidence) that Marketing
Spend & Effort Will Shift from the Red to the Blue

Our Strategic Vision
Power the shift from interruption to
inbound marketing by giving every
marketer affordable software t...

Moz Analytics,
Local, and Alerts
are all designed to
help marketers here

In the future, we
might help marketers
in these areas, too.

Defining a BHAG
To build a visionary company, you need to counterbalance its
fixed core ideology with a relentless drive f...

NASA’s 1960s BHAG
To put a man on the surface of the
Moon, and return him safely to the Earth.

Our BHAG
One million people paying to use
Moz’s products by May 29th, 2018

2007-2013:
21,616 Subscribers,
2.16% of our goal.

2013-2018:
97.84% to go

Moz’s Strategy Over the Next
12 Months

Our 5 Major Strategic Initiatives
1. Increase customer retention in every cohort
2. Return to profitability
3. Reach a bro...

#1) Increase Customer Retention
We believe it is achievable to cut each of these
numbers in half in the next 12 months.

Why Greater Retention?
Low retention (high churn) is an indication that our
software isn’t critical or valuable enough to ...

How Do We Improve Retention?
Improve our in-app, email,
and upfront product
marketing to create better
awareness & usage.
...

#2) Return to Profitability
We made a lot of big bets the last 12 months and spent a lot
of cash, too. We need to see them...

Why Profitability?
Reduces risk of more
extreme cost-cutting
measures in the future.
Lets us invest in new
opportunities t...

How Do We Get Profitable?
Increase the retention rates
of our Moz Analytics
subscribers.
Reduce contractor costs,
particul...

#3) Reach a Broader Audience

#3) Reach a Broader Audience
22 million local businesses in the US
70% say they use Facebook to market
1mm have claimed Ye...

We Will Do This w/ New Products
Moz Local
$TBD/month
Serves small biz owners
and marketers focused
on local listings
Moz A...

Why a Broader Audience?
Leverages existing data sources &
talent to create more value for
communities we already reach and...

#4) Redacted. Sorry!

#5) Improve Culture

What Does Culture Do For Us?
Makes our professional
lives more enjoyable,
and helps us get
through tough times
and frustra...

How Can We Improve?
Eliminate negativity while
supporting and acting on
constructive criticism
Improve our communication
s...

Everything we work on must be:
1) Mapped to one or more of these initiatives
2) Measurable with numbers that are made
tran...

e.g. Make Mozscape the Best
Happier customers, because our
data maps to what they see from
their analytics, Google, and ou...

e.g. Make Mozscape the Best
Comparison via AnalyticsSEO
Some numbers we can use to measure, report progress, and define go...

e.g. Make Mozscape the Best
Big data team could instead work on:
Google Analytics
alternative
Link analysis/building-
focu...

e.g. Make Mozscape the Best
Big data team could instead work on:
Google Analytics
alternative
Link analysis/building-
focu...

Making TAGFEE More
Actionable & Accountable

TAGFEE Can Seem Nebulous
This project should be more
Transparent.

TAGFEE Can Seem Nebulous
This feature isn’t exceptional.

TAGFEE Can Seem Nebulous
Trying to ship Moz Analytics is not fun.

Balancing TAGFEE Can Be Hard
I don’t like talking to you while I’m
eating lunch.
TA but not GFEE

Balancing TAGFEE Can Be Hard
Sure <chew><chew>, let’s chat.
G but not TAFEE

Balancing TAGFEE Can Be Hard
How do we talk about what went
wrong with Moz Analytics?
A retrospective might help, but it w...

All of Us Get TAGFEE Wrong Sometimes
Are Sarah and Rand really firing each
other if we don’t launch Moz by June 1?
We were...

We Don’t Need to Change TAGFEE

We Do Need to Apply TAGFEE In More Places
Teams (Functional & Adventure)
Meetings (all kinds)
Bi-annual Performance Review...

We Need to Make It Actionable
In situation A do X and Y to make A more TAGFEE

e.g.
After a 1:1
where a
manager
has given
critical
feedback to
a direct
report
follow up
via email
with that
person
to he...

We Need to Have Answers to Tough Questions
How can we be inclusive while staying agile? Which is more
important, or does i...

We Need to Give It Some Process
These are Amazon’s
core values made
actionable (and
probably a bit
scrubbed for public
con...

And We Need to Make Ourselves Accountable
How do we measure if feed
authority is sufficiently transparent? How do we measu...

We Will Make TAGFEE Better Together
As I noted in my Top 5, I’ll be
working with some folks internally
to brainstorm the r...

Rand Fishkin | Moz All Hands | June 2013

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