96-LA is Devan Sood's consumer-focused growth consulting firm that helps early-stage startups identify smart marketing methods to scale confidently.
📈 what is "growth consulting"?
1️⃣ part product
I believe marketing without a product primed for growth is wasted spend. I focus on making sure your product is easy to use and ready to grow. This includes recommendations on your UI/UX generally, but my emphasis is on introducing growth mechanics such as viral loops into the product.
2️⃣ mostly marketing
I believe you should be testing creative experiments to find your core customers before dumping money. I ideate and run experiments to discover new channels and methods for you to scale confidently. My goal is to prove my ROI by finding a scalable method with a (much) lower CPA than the status-quo.
😤 what makes 96-LA different?
The short answer is creativity and alignment. I know it's getting harder for early stage startups to differentiate their products and marketing efforts within the typical channels such as Facebook ads.
For example, my lean marketing experimentation process always includes a brainstorm of dozens of unique ideas. It's a wonderful exercise that gives me the room I need to be creative and pushes the brainstorm outside ordinary bounds.
My goal is to be aligned with the companies I work with, so I don't work like a typical consultant. My marketing deliverables include reports on the experiments we run and plans of action for your team to execute, not a guessing game.
Don't avoid marketing, avoid stupid marketing. That's where I come in. I'm here to identify smart growth methods without much oversight, which allows you to focus on everything else.
🤔 are we a good match?
I am industry agnostic but focus on consumer-facing products. I've worked with CPGs, entertainment talent, D2C e-commerce, new social media platforms, free & paid apps, healthtech, and more, but I specialize in consumer-facing products focused on millennials or gen-z.
- A recently-funded (co-)founder
- A technology-heavy team
- Unsatisfied with paid ads
- Focused on product
- Focused on hiring
- Unsure of the best marketing tactics to pursue
😇 how can I help?
I do not work on a retainer, most of my engagements are eight to twelve weeks.
Typically four weeks
I will dissect your mobile app, web app, packaging, or any other relevant part of your product page-by-page, inch by inch, and consider what product changes might increase ease of use and overall virality. My goal is not to change or redesign your product, just make sure the product you built is in the best position to leverage existing network effects. At the end of this deep dive I deliver a detailed document with recommendations on what to change or add with my reasoning.
Typically eight weeks
Phase 1, discovery: Before I start brainstorming, we'll set parameters for the experiments together such as budget per experiment, possible demographic segments, and alignment with specific goals you have. Tell me about your current customer personas, what you've tried, what's worked, what's flopped, and any other relevant details.
Phase 2, brainstorm: Creativity is where I thrive, so my ideation process starts with a brainstorm of dozens of possible experiments. Why? Creating ten ideas is easy, twenty ideas is pretty tough, but to generate thirty or more ideas I am forced to get very creative. The demographic data collected in discovery plays an important role in this ideation phase as we consider which channels and methods will be most economically effective. We keep all ideas listed for you, but we will take a deep dive into those we together deem the top ~five.
Phase 3, experiment & report: The top ~five experiments will be tested and closely analyzed. This phase's deliverable document includes a full analysis of experiment results along with execution recommendations for scale optimization. How we measure the success or failure of each experiment will depend on KPIs we set prior to starting.
Need something else?
If you need something specific, don't hesitate to reach out! I'll help you out or at least lead you to someone who can.
🤔 is this legit?
📒 case studies
🔢 Why 96?
Many researchers mark 1996 as the beginning of Gen-Z. Today, that generation is outspending and out-innovating all others and is the spearhead of modern culture. 96 is a nod to the pioneers who make up the generation. Visit 96 Foci for all my work & projects.