You know, I value people who are making impact and I would say I'm speaking in different communities but here I was completely surprised by the professionalism, win -win strategy, how he like connect people, what he is doing so that's why for me is very valuable but he's not hearing what I'm saying. So okay

Introduction: A Practical Approach to Growth

So my name is Irina, sincerely saying I don't like to speak a lot about me and I'm really surprised that there are a lot of amazing people here from different kinds of businesses and I want to to lead my presentation today in the form of the conversation.

So first I will share with you some theory but on my background I have a lot of cases where you can ask tough questions the way that that you can benefit from me, from the situation, and from my background as much as possible.

But first of all, I want you to learn one amazing and funny word. What? R is like a pirate hello from Jack Sparrow.

So help me to say it together. One, two, three. R. So yeah, the way that you can remember about that.

AI, Growth, and Revenue Architecture

So today, we will talk about AI, growth, and revenue architecture. so maybe it's a fashionable word but I will try to translate today a lot of things to you much come very complicated into simple word my background is mostly

corporate big IT company enterprises and banks and in majority of the cases I started my career as a simple marketer up to the marketing director than CRO and so on so and I was troubleshooting all the time so for example the whole department was fire rate or it was a crisis or I needed to scale fast without

budget and so on so that's why I'm some I'm somebody from practice so doing something by my head I have no agency it's only me I'm an architect so speaking with you from the experience and background with more than 1 ,000 startups in mentorship I'm also mentoring and volunteering the way to share great knowledge is from my enterprise experience and troubleshooting and today

I would like to speak about like business and about revenue and ROI because why we build digital project why we build digital products website mobile application and there is a big gap on the market and before I would like to start with several words that are considering differently on the

market so first of all when we build a website I want you to have an idea from from today speaking.

Start With the Job to Be Done

You need to think about for what job to be done. For what job to be done, the client is hiring my website. The client is hiring this exact AI tool. The client is hiring an exact mobile application.

And how the business owner will live with your AI -generated website.

So that's why we should look before building anything, business, website, digital project, we need to build an architecture, a funnel.

And a funnel is a way to build a sustainable business with revenue.

The Five Stages of a Revenue Funnel

So we start with first layer, acquisition. How your website or digital product will gain customers? From which channels? How you convert it to the next stage?

What would be aha moment to switch from your advertising to your website? What would be the next converter to buy from you? you.

Then what would be the next converter to retain the customer? Because like in majority of the cases, digital and business are stopping only here. Okay, we've got money, done.

Then no customers, nothing happened, let's put money to the marketing. And then no leads, no revenue, no ROI.

So that's why I will speak today with you about five stages and all five five stages are must have if you would like to develop a sustainable, repeatable engine for revenue. So retention and referral.

And always we're starting to measure our business here, but we need to measure our business here. What would be the result of our efforts that will be shown in the revenue and money? That's why we are building that.

That's why Why? I know that there are some developers here, consultants and so on. I want you from today to speak about job to be done and then think about revenue architecture behind your website, not just a facade. So that's why I started from the framework.

Building an End-to-End Growth Architecture

There is a guy, his name is Dave McClure, he's the founder of 500 Startups. So he developed this framework for product marketers and product managers. I elevated it adding a little bit AI and this is exactly how it works for example

I can take your website your business I don't care how much people you have in the company but I will put the shoes of the client and I will go throughout each stage so I will check how much who is your ideal customer if I am your customer can I see myself in your advertising do I have a converter to to

visit your website then you need for marketing channel you also need to have have on each stage metrics and converters to each stage. So here, you need to choose high volume, lowest cost, and best performing channels.

There are a lot of them, AI, automation, and everything. Then, to do what? To what job to be done? To convert to main website?

Here, after, I will share with you a few cases.

Why Customer Journeys Break Down

I also evaluate three layers that, currently, majority of developers are completely ignoring. they're working with a customer who visit the website and then they duplicate each other and this is where the first money leaks appear how it's happened and

I like a guy from Microsoft here when I asked him about the architecture he gave me a great example majority of the company have vertical structure CEO departments and so on and so on and each department is like a black box okay we need marketing ai we need sales ai we need security cyber security whatever all of them are developing ai tools for the customer and then customer journey is horizontal so these all vertical structured guys are owning only a piece of the customer journey only a piece of a customer full full journey in the business.

And developers are thinking only about the customer journey on the website. It's not enough. Because as an example, acquisition is not a part of customer journey on the website. It's a part of the business journey.

That's why I'm asking you to think, what would be the happy path of your client, put his shoes, and try to buy service on your own from your own service and company and believe me you will be surprised what's happening in reality

because CEOs are thinking okay my marketing department and sales are completely responsible for that but it's not all of them should sit down and build the full architecture of the user journey of the business journey and what's happened behind so you choose exact channels then you think what

should be on the website not about you and your company like it's happened now i communication we are the great company i'm a manager we visited like exhibition we can provide you blah blah blah i'm the customer where am i where is my problem how you can help me if in 30 seconds you and you need like uh to define what would be the trigger what would be the kpi and the metric like 30 30 seconds to take a decision to buy. So you will be successful. If you don't have it, don't be surprised. And it's not about bad marketing. It's about the leaking architecture.

And here also, developers are working with product, marketing with product, sales with product.

We make AI -generated website and then asking marketing to sell something. No, it should start from the beginning.

And each kind of integration from AI, you need to consider how it seamlessly influence the next stage of the architecture not like buying piece by piece but how it will work alongside the whole cycle and all the team should sit down and see the full architecture

together that's why today is not enough just to be a marketer or a sales or a CEO you need to hire growth architect growth it means someone who is an owner of architecture by the way it's okay if you don't have but in such a case you sit down as a CEO as a founder together with other department or functions heads and you develop this kind of the of the architecture because here on the website

start the duplication poor client registered on the website and then marketing pushing emails product and website pushing emails sales are calling Calling them, spam, no conversion.

Fixing Revenue Leaks in the Buying Experience

Here, revenue and deals. Here, of course, you need to analyze money. You will be surprised and laughing, 99%.

Even I had a case, Irina, thank you so much, because we forgot to add buttons to buy on our website.

Here, you need to check how easy is to buy your service digitally from your website.

and then the second question would you yourself or your or your people your employee buy from your company and when I saw a face like that you can do whatever marketing but if your team don't want to buy from your company this is what you need to do to work on and check do you have all needed integrations payment by card payment by mobile application I don't know stripe

integration and so on 99 % I come to the website and I don't see description of packages I don't understand features I don't understand which are the packages and prices I can buy but guys we are doing the business for what forget forget money from this business and this is where like another leaking happen and

moreover majority of development team let's do this feature this feature this feature this feature so this is a bench of the feature don't think features make architecture and think ROI and revenue and you need to evaluate not here with features but here how much money it will it will bring you and what job to be done is client hiring you so next thing retention again everyone stands almost

Retention and Referral as Growth Engines

like finish here okay we got money from the client let's stop no you need to think how to retain this client so okay maybe uh this is like three months before their subscription is finishing hello this is our new features what do you think about our service so they need to feel care why because you need here a referral and referral shouldn't be like a separate program

somewhere on the website you need meet this and this and this and this criteria sign out a big contract, then make us a commission or something. It's not interesting. It doesn't work at all.

One question. Imagine you as a user, in majority of the cases, are coming in the interface, whatever service you use. How the CEO of the company could directly speak to the client? How do you think?

By adding something inside the user interface. This is your way to speak speak directly to people, why nobody's using that? Why nobody's talking about that?

So referral should become a part of user journey. Share, get a gift. If you share, you will get $30 and your friend get $30. Why it's important?

Because look how much money and efforts and AI and technology you invested to have revenue and a good client, but what you do? You don't use it to refer this guy, another one, similar guy.

You are investing money to marketing to get at least maybe to spend $10 ,000 to get one more like that. But he can bring bigger amount if you will bring the right referral mechanism to your user interface.

So it should be embedded into user journey and then it will become infinite funnel and an infinite pipeline maybe this exercise is too simple but believe me it's already saved around several million dollars while checking with several business i will share with you some cases

so this is how dave mcclure did like classical pipeline then each stage should be measured by metrics and you need to have each stage and decide what exactly you are doing on each of them them with your business.

From Beautiful Websites to Measurable Business Systems

How majority of the websites and platforms look like now? Beautiful website, beautiful. I don't know, create it on lovable, create it on AI, cloud, and so on. OK, guys, and what's behind? Show me the architecture.

I was shocked when I asked a developer, show me user journeys. They say, we don't have it.

You need to think, whenever you build, like a house, you should have an architecture first. and how people will live with that and especially business so they build the applications and websites to earn money not to have a beautiful website that's why you don't have conversion that's why marketing is bad that's why sales are cannot like provide you anything because there is no full loop and customer journey inside your business and the architecture behind so I elevated a little bit the rer from dave by the way he's supporting me as well and here you can see the

Market Fit: ICP and Job to Be Done

formula the king today is market fit if you don't have market fit you don't have business the formula of the market fit is ideal customer profile who is your ideal customer and then job to be done two things if you know exactly who is your ideal customer profile plus what he hiring your service for what job to be done this is a formula of market fit you shouldn't start from the funnel you should start here because from that you will formulate what exactly you you if it's like b2b sas b2b a lady a man and so on this the content of the website will be dependent on what job to be done exactly they are looking for not about you but about them and then you go

throughout five stages and then you consider ai and tech no separately in the black box like not only in marketing or cyber security or whatever you sit down together and ask okay you want this ai tool tokens for what job to be done maybe we can use one service for everything for marketing sales and so on maybe we have enough smart people to build one ai infrastructure for for the whole company, for the whole processes.

And then we need to think about ROI all the time. If you don't set revenue target behind developers, marketing, sales, AI team from the start, so expect money expenses and leaks.

So what I did, just like Mario, Mario is collecting mushrooms not because he likes mushrooms. For what job to be done? done, to save the princess.

But again, money leaks are in between, because nobody is talking to each other, and teams are not working together.

A Practical Framework for Teams

So you start from business logic and targets from founder. You define your ICP, job to be done. And always, whenever you do, ask what job to be done. I need this AI or this AI for what job to be done? For what job to be done? No question, you don't implement it.

so and build user story map and customer story map different stories this one is about business end -to -end and this was about technical customer journey map again the formula just for you to know and few things you need to know so and then questions this published on my website completely for free to build and to think about how it may look like you can just go see you will see each stage then chip potential channel you can use then potential technology you can use to build this kind of the loop like infinite loop but again it's just an

example you can put it behind you and then compare take something if it's fits fits to your business then you need to build your own RAR and here is like preliminary template you can use Excel you can use mirror you can use whatever never. But you need to go throughout complete stages.

How to Map and Measure the Funnel

First of all, you put five stages like acquisition, activation, revenue, retention, referral.

Then MVP, it means what would be priority number one? Tasks. You put a backlog of tasks and you distribute it between marketing, sales, and developers.

Then CGM. Believe me, when I ask a founder what you consider to to be happy path of the user, and then they see reality of their CGM, this is an aha moment because it's completely different.

So then, triggers, converters, integrations, and of course, metrics to measure.

I built myself a scanner. It's completely free. Believe me, I don't collect your information. It depends on what you put on here. So you can use it for your business just for free.

And complete, there are formal how to complete job to be done, what doesn't mean ICP and so on so you can use it and this will be a sign for you if you will have a problem to formulate it this is exactly the place where money leaking believe me because if not you will you will get like a clear clear vision so this is pretty it i i just want you

Examples of Costly Revenue Leaks

to share two more examples q a and keep keep the next speaker so two examples one example

For example, I found 15 money leaks, 15 money leaks losing $70 ,000 per month. The cost of fixes was $200. They forgot to, this is an e -commerce platform, multi -million company. They forgot to add alt description to pictures. It means neither SEO, neither AI agent do not see what they are selling.

selling yesterday case fintech project irina we have everything 50 people ai tech like marketer sales okay i registered to the website i have no opportunity to register as an american user i registered as a canadian one then uh pop -ups uh become showing me on you in ukrainian and then i received outreach in ukrainian and i say hello guys could you please revise your architecture

and just imagine so founder is relying on the team how much users chart how much people they lost and if you don't fix the path and the architecture whenever you invest in marketing will not work you will just scale the house

that you have inside so I have many more cases would be happy to have your questions and I hope you will build this kind of small exercise with your business