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Nothing to see here, just a dog in pajamas 🤣 Hope everyone is also having a relaxing Sunday
#thatShnauz

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I am the Co-Founder of the donation app KindCoins, the former Director of Marketing for Sumo.com and currently serve as the Director of Digital Marketing for Process Street.

When asked to summarize myself according to the original Twitter 140 character limit I would say: “Digital nomad workaholic fascinated in curating ideas by intertwining and distilling them to add value and disrupt the status quo.”

I am a native of South Texas but currently live in Austin. I earned my undergraduate degree from Baylor University.

My background includes being the Chief Marketing Officer for a $500 million annual revenue organization, building an in-house marketing team from the ground up (1 to 25) and establishing and operating a marketing/social analytics consulting firm. One of firm’s largest clients was MTN Nigeria, Africa’s largest telecommunications company. The firm created quarterly comparative social analytics reports that focused on competitor social media strategy and used analytics to identify weaknesses in the company’s online efforts.

I have been married for seven years to my more brilliant half, Lili. Currently, we are on a mission to add more stamps to our passports. We recently completed a memorable journey in which we visited 10 countries in 12 months.

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Sumo EcomWeek 2018: Andrew Miller, sumo.com

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Forbes Article: Which Type Of Growth Model Is Right For Your Business?

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Forbes Article: Which Type Of Growth Model Is Right For Your Business?

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In the early stages of a business, the drivers of growth are usually inherited in the founder's philosophy, mission and practices. At this stage, goals are clear, your team is small, and your growth model comes down to simple business maneuvers that improve your margins. When your company reaches a more mature stage in its lifecycle, future expansion becomes complex and requires more structure. This structure comes from building a strategic growth map that complements your business model.

It is important that this growth model takes a methodical approach on both an internal and external level and takes into consideration your resources and market position. Your strategy can involve changing your business structure, partnerships or the singular use of marketing levers.

There are five central business growth strategies that drive your key metrics. Building your model involves a combination of some or all of those strategies and their variations that best suit your company size and abilities.
Market Penetration
This is the most fundamental growth strategy that is part of every business model. You build a product or a service and enter a market with established competitors. In order to grow your business and gain market share, you have to differentiate yourself from your rivals. Your advantage may be that your product meets the market needs better than anyone else's. That means you offer unique value. This value proposition can also take the shape of cost leadership. That is when you sell your product at the lowest price in the market in order to establish a customer base. You can also segment the market and focus on a specific underserved niche and expand from there.

Walmart pioneered and scaled the use of a cost leadership market penetration strategy. Its former slogan "Always Low Prices" and current slogan "Save Money. Live Better" continue to be right on point with its growth strategy. The company had to create extremely efficient back-end systems (supply chain management, operations, distribution) to ensure low consumer prices.
Audience Expansion
Another cornerstone growth tactic is offering your product or services in a new geographical area. If your current market position is saturated, you are meeting stiff competition or your growth is slow, you can expand to a new city, state or country. You can accomplish this via partnerships with distributors who have established networks and can offer your product in new markets. If you have a well-known brand, you can also offer franchise options to entrepreneurs in order to enter the new market with lower risk. New markets, especially abroad, pose risks because of different culture, habits and regulations, and require a healthy amount of research. Research can create a more local approach and give a better chance of your product taking root.

It is always important to understand your target market and the specific cultural or psychographic factors that play into the decision-making process. At Enter, we have a clear understanding of our target market and the different personas inside the healthcare industry. However, one of our primary strategies is to conduct in depth market research on a particular location so that we can develop a localized go-to market strategy. This helps us better connect and expand our audience as we move into new markets.
Product Line Expansion
Expanding your product line is another important approach you can add to your growth model. Small and medium-size businesses usually employ this method by offering variations of their core product line so they can reach a larger audience. You can create a premium version that serves the luxury market segment, a complementary product that is used alongside your existing one, or any variation linked to your buyer audience. An additional product line widens your reach and creates a deeper relationship with your audience. Your new product can target a subsegment of the market, which will allow you to engage in a more personalized manner. This tactic is a good addition to any growth model because it uses your existing infrastructure.
Product And Market Diversification
Diversification is considered a risky growth strategy but can be a valuable addition to your model. This method involves selling a new product to a new market, at times unrelated to your core business. This approach requires a good amount of research and involves a serious financial commitment to establishing your presence. It should be implemented with caution because often the market doesn't react as anticipated. It also requires investment in meeting new infrastructural and staffing needs. Diversification is usually part of the growth model of more mature companies that hold a solid position in their core market. It is also often implemented via partnerships and mergers.
Acquisition And Merger
Another set of growth strategies that are in the repertoire of mature businesses is acquisitions and mergers. These are complex strategic steps that require you to have a very clear understanding of your goals and resources. Many medium and large businesses seek to expand their market, pool resources or establish a dominant position via this method. Mergers can form valuable strategic partnerships that improve efficiency via restructuring and lead to new resources and untapped markets. This approach is generally reserved for larger companies because it requires significant capital investment and poses certain risks, like diluting your brand or losing control over management and strategic direction.
What Works For You
Your growth model should be a mix of strategies that align with your vision and goals. The number of strategies in the model depends on the maturity, resources, and desired pace of growth. You should grow at the pace your business allows, depending on its size, industry and capabilities. The smaller your business is, the more you should look for cost-effective methods like unique products, niche markets, resonating brand and new marketing routes.

As your business matures and more options become available to you, you should exercise more caution. With the larger, more-aggressive growth levers comes more risk, and an adequate amount of research and planning is recommended. A growth model is a driver of success and building it is an ongoing effort that requires several perspectives and layers of strategic planning.

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Which Type Of Growth Model Is Right For Your Business?

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In the early stages of a business, the drivers of growth are usually inherited in the founder's philosophy, mission and practices. At this stage, goals are clear, your team is small, and your growth model comes down to simple business maneuvers that improve your margins.

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If I were to follow Twitter's ( original) rules of engagement and summarize myself in 140 characters or less I would say the following: " Digital nomad workaholic fascinated in curating ideas by intertwining and distilling them to add value and disrupt the status quo." I have a passion for marketing and making positive social change through my work.

I currently live in Austin where I am the Director of Marketing for Sumo. Over the next few months, we will be going through some exciting and massive changes. This is strictly an insider update for the GH community. We will be doing a massive website update, reimagining our branding, and unveiling Sumo Shortcuts (we just released our first shortcut for our e-commerce customers at the end of May!). Our blog will have more updates on what a Shortcut is over the next few weeks. Beyond Sumo, I am also an active member and contributor to the Forbes Agency Council.

I have been married for a little over six years to my more brilliant half, Lili. We are on a lifelong journey to add more stamps to our passports. We recently completed a memorable trip in which we visited 10 countries in 12 months.

Happy to connect on Twitter: @ Amillerblog or through LinkedIn.

Ask Andrew Mounier a Question

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AMA with Andrew Mounier, Director of Marketing at Sumo

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If I were to follow Twitter's ( original) rules of engagement and summarize myself in 140 characters or less I would say the following: " Digital nomad workaholic fascinated in curating ideas by intertwining and distilling them to add value and disrupt the status quo."

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Had a great time with @SimplyLili1717 at the @RobZombie concert in #ATX #rocknroll

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Had a great time with @SimplyLili1717 at the @RobZombie concert in #ATX #rocknroll https://t.co/dvPZMuSACn

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Had a great time with @SimplyLili1717 at the @RobZombie concert in #ATX #rocknroll pic.twitter.com/dvPZMuSACn
— Andrew Mounier (@amillerblog) August 18, 2018

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Had a great time with @SimplyLili1717 at the @RobZombie concert in #ATX #rocknroll https://t.co/dvPZMuSACn

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Had a great time with @SimplyLili1717 at the @RobZombie concert in #ATX #rocknroll https://t.co/dvPZMuSACn

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Had a great time with @SimplyLili1717 at the @RobZombie concert in #ATX #rocknroll

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Wonderful #Christmas with family #2017. Looking forward to #2018. Hope everyone had a great holiday! pic.twitter.com/QdxLvjH5DQ
— Andrew Mounier (@amillerblog) December 27, 2017

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Great day with @SimplyLili1717 in #Montreal #travel #nomad #Canada150 pic.twitter.com/7x4Ar5rFEc
— Andrew Mounier (@amillerblog) October 5, 2017

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Thinking back on our time in #StPetersburg  after the #tragedy that happened this week. We can't walk in fear and must keep our #faith

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Thinking back on our time in #StPetersburg  after the #tragedy that happened this week. We can't walk in fear and must keep our #faith https://t.co/oGJn91pueN

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Thinking back on our time in #StPetersburg after the #tragedy that happened this week. We can't walk in fear and must keep our #faith pic.twitter.com/oGJn91pueN
— Andrew Mounier (@amillerblog) April 5, 2017

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Thinking back on our time in #StPetersburg  after the #tragedy that happened this week. We can't walk in fear and must keep our #faith https://t.co/oGJn91pueN

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Thinking back on our time in #StPetersburg  after the #tragedy that happened this week. We can't walk in fear and must keep our #faith https://t.co/oGJn91pueN

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Thinking back on our time in #StPetersburg  after the #tragedy that happened this week. We can't walk in fear and must keep our #faith

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 6 Powerful PPC Management Checklists to Run Paid Ads

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 6 Powerful PPC Management Checklists to Run Paid Ads

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Andrew Miller (Mounier) on LinkedIn: "Took over a month to complete. Let me know what you think: 6 Powerful #PPC Management Checklists to Run Paid Ads http://sumo.ly/11x0p via Process Street. Special thanks to resources from Backlinko, Ahrefs, AdEspresso, WordStream, SEMrush, & many more #SEM "

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December 3, 2018: Andrew Miller (Mounier) posted an article on LinkedIn

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1 Likes, 0 Comments - Lili Miller (@lilimiller1717) on Instagram: "Sofia, Bulgaria"

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0 Likes, 0 Comments - Lili Miller (@lilimiller1717) on Instagram: "Brussels, Belgium"

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2 Likes, 0 Comments - Lili Miller (@lilimiller1717) on Instagram: "Brussels, Belgium"

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1 Likes, 0 Comments - Lili Miller (@lilimiller1717) on Instagram: "Switzerland"

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2 Likes, 0 Comments - Lili Miller (@lilimiller1717) on Instagram: "Wroclaw, Poland"

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1 Likes, 1 Comments - Lili Miller (@lilimiller1717) on Instagram: "Warsaw, Poland"