What is the Bullseye Framework – In the world of marketing, there is a new term used since 2011 namely “traction”. Traction was popularized by Gabriel Weinberg (founder of Duck Duck Go ). Traction is a sign that your company has successfully taken off .
For example, if you have a mobile app, the download rate will grow rapidly. If your startup is a consumer app, the daily users of your app will increase rapidly. So, the transaction is a proof of a strong demand from customers.
The startup business itself gets traction through 19 different channels. Many startups find success after trying different channels until they find one that works well.
With so many traction channels you can consider, finding one channel you can focus on isn’t always easy. Therefore, to help you find channels that can generate traction for you, you can use the Bullseye Framework.
What is the Bullseye Framework?
Bullseye Framework is a framework used to help you find the one best distribution channel that can help you generate traction for your business. The word Bullseye (arrow target) itself was chosen because your goal is the very middle point of the arrow target itself.
Which is being able to find a traction channel that can then unlock your growth from one level to another higher level. Bullseye Framework consists of 5 stages, including:
The first stage is a brainstorm. The goal of this first stage is to be able to find a reasonable way that you use in each channel. Because it is important for you not to ignore any existing channels. So you need to think of at least one idea for each channel (this is what is called brainstorming).
You need to specifically think of ideas for your company. You need to know what kind of marketing strategy is used in your company, including the history of companies in your industry.
Because it is very important for you to know how companies similar to yours are able to get customers from time to time, as well as how companies that fail to waste money in their marketing budget.
- How many customers can you acquire with this cost?
- How long does it take to be able to do testing?
- How likely is this idea to work?
The next step can help you better organize the brainstorming effort you did earlier. In addition, this stage can help you think more critically about your traction channel.
The research you did in the previous brainstorming stage will help you rank. You can divide your traction channel into 3 parts with the following interpretation:
- Column A (Inner Circle) -> Which traction channel is the most promising at this time?
- Column B (Potential) -> What traction channel do you think can work well?
- Column C (Long -shot) -> Which traction channel can work well for the long term?
Now you need to identify the part of the inner circle that you have done at the ranking stage. If in that section 3 channels have been filled, then you are done. However, if you still have more than 3 channels, you need to remove some channels.
Often you will find several channels that look interesting and promising in your rankings, you need to distinguish which channels are just excitement or channels that are really promising.
You can test using more than one experiment at the same time, because if you use testing it will take time to conclude.
Test is the stage where you will get ideas in the real world. The purpose of doing this step is to find the traction channel in the inner circle which you should focus on.
You can make decisions based on the results of several tests that will be carried out. This test is designed to answer the following questions:
- Roughly speaking, how much customer acquisition costs are required on this channel?
- How many channels are available on this channel?
- Are the customers that you will get on this channel according to the customers you want?
At this testing stage you need to pay attention that you are not trying to be able to generate a lot of traction on a channel, but to determine whether the channel can work well for the startup you are going to do.
The deciding factor at this stage is the speed with which you can get the data and prove it fits your assumptions.
If all the stages above can run smoothly, one of the traction channels in the inner circle will give promising results. In this case, you need to start directing your traction efforts and resources to focus on these promising channels.
You can do this once you have identified a channel that can work well for you. The purpose of this stage is to be able to release all the traction potential in the traction channel.
To do so, you will need to constantly experiment to find out how to optimize growth for your chosen channel.