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Michael Babich • 1 year ago

I'd add to flies hunting that virality itself is not enough as it doesn't provide churn which is supported by network effect--which is different from virality. It is network effect that keeps flies using the service for a year, not virality. So, Facebook is not so much in "viral", but rather "network effect" category. Pokemon Go is in "viral" category, but the hype slowly goes down increasing retention.

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Robert Liddiard • 1 year ago

This is really helpful - thanks Christoph. I'll certainly bear this framework in mind when preparing & presenting future growth plans (all of our early customers fall between deer and elephants).

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Nice post! Our product -ProfitBooks.net falls in Rabbit hunting category - Its similar to one of your portfolio companies - Freeagent.. and I can tell you that its the most exciting category of them all :-)

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If you're still looking for ones you might have missed, we might as well add the "WHALE". A $100 Million Dollar client ... (they *do* exist, right?)

VincentWright • 1 year ago

Oops! I see the Jindou Lee has already broached the subject of "whales".... pardon me for that...

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Benjamin Page • 1 year ago

Love this post Chris. Do you see many companies that successfully hunt a mix of these animals?

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Faryal Hassan • 2 years ago

A great read, even for early SaaS Startups!

hoodleceo • 2 years ago


Excellent analysis, thank you!

I guess this puts our company Hoodle.com, somewhere along the line of Jackalope hunter, (which everyone knows are much larger/ meatier than your garden-variety rabbit)...with our long-term plan to be taking down pachyderms over the next year or so. :~)

My question is: are there examples of teams who have pulled this off effectively? & what was the key to getting it accomplished?

Thanks in advance for your time!


chrija • 2 years ago

Thanks, Ron! LOL on Jackalopes ... gotta add that to the next version of the diagram.

The truth is, of course, that what I've shown in my article is a strong simplification (in order to bring across the message), and in reality, there are lots of creatures between those 5 ones I chose.

Between rabbits and deers can be a good position to be in ... depending on the complexity of your product, you might be able to make outbound (tele) sales work at this level of ACV.

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