How to achieve 2,475% revenue growth with the five-star growth framework with Ed Fry (GMT092)

As the team at the SaaS commerce platform Paddle has learned, real growth is about entering new markets, and that takes thoughtful attention to pricing, making inroads into new geographic regions, deciding whether to move upmarket (or downmarket), and offering new standalone products instead of bloated features tacked on to old ones. In this episode, Ed Fry, Paddle’s growth ops, shares his five-star growth framework that describes how Paddle achieved 2,475% revenue growth.

In episode 92, you’ll learn:

  1. The five-star growth framework that’s helped Paddle grow 2,475% in revenue
  2. Why businesses need to optimize for being intentional from day one
  3. How to unlock real growth by expanding your market
Tweet Some Quotes from This Episode
To unlock real growth, you have to think about expanding your market, not just capturing more of an existing one. A killer product, a great story, and sales talent are just the bare essentials now – @edfryed from @GrowthToday podcast.… Click To Tweet If you go and look at public SaaS companies, you go down to their S-1 and investor filings and Q1 reports, there are five most common market-moving strategies. This really sets the context for how companies grow. – @edfryed from… Click To Tweet


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My Takeaways from This Episode

  1. To unlock real growth, you have to think about expanding your market, not just capturing more of an existing one. A killer product, a great story, and sales talent are just the bare essentials now
  2. Optimize for being international from day one. Growing companies often see international expansion as a huge endeavor, requiring years of careful planning. But as Ed points out, even small optimizations for global customers can have outsized results, especially in software where the barriers to entry are low.
  3. Growth requires collaboration, not kingdoms. It should be clear by now that a truly effective growth strategy spans a number of initiatives. Paddle’s Five Star Framework dispatches with the notion that a company can get by on its product, marketing, or sales alone in a way that will produce massive, meaningful growth.
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About Ed Fry

Ed Fry is currently at Paddle where he runs experiments and ops around sales velocity, branding, content, and data. He’s currently working with Co-Founder & Chief Customer Officer on accelerating all commercial functions. Ed has a deep working knowledge of content and data operations behind growth strategies.

Key Discussion Points
  • 2:59 – Ed’s career journey
  • 4:43 – What does growth as an infrastructure mean?
  • 9:59 – Why is Paddle going up-market?
  • 11:52 – The five-star growth framework
  • 16:19 – How localizing pricing results in growth
  • 21:57 – When should businesses start thinking about going international?
  • 27:03 – How can a business know which country to expand to next?
  • 32:24 – Paddle’s playbook for conferences
  • 44:32 – What’s next for Paddle?
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