Matt Lerner

Startup growth strategist, Ex PayPal, 500 Startups VC, Founder @ SYSTM

I founded SYSTM to help startups find their big growth levers - the small actions that can have the biggest impact on their growth. We’ve worked with over 200 companies and earned a 96% founder “likely to recommend” score.

Before founding SYSTM, I was the London-based Partner of 500 Startups, an early-stage VC fund, where I built and ran an accelerator seed-stage growth program for our portfolio companies.

Prior to joining 500 Startups, I worked for many years building and managing growth teams for three  startups (two disasters, one exit), and later at PayPal. 

I approach my work first as a general manager and then as a marketer, product manager or both, as needed. My lens is quantitative, but rooted in deep customer insights and testing, and based on fast iteration. I’m always learning, and I really enjoy teaching and helping those around me to learn and improve. Skip to the references below, you'll see that I'm regarded as a thought leader in many areas of business, and an inspiring people manager who reliably delivers ahead of expectations.

Founder & CEO

At SYSTM (formerly Startup Core Strengths), our mission is to help early-stage startups find their big growth levers (and pull them). We've noticed that great startups don't waste time on small stuff, so we  focus everyone on the most impactful work.

Magnus Carlsen has a coach.

So does Serena Williams.

And Lewis Hamilton.

Taylor Swift, Michael Jordan and Tiger Woods – all had coaches.

Asking for coaching doesn’t signal weakness.

It signals a hunger.

Founder @ SYSTM, Ex PayPal, 500 Startups VC

What your founder secretly wants from you.
I climbed from doing marketing scut work to running an $800 million business when I figured out one thing…

Founders desperately want to promote you.

They'd love nothing more than for you to run part of their business, if they believed you could do it well.

𝗛𝗼𝘄 𝘁𝗼 𝗯𝗲 𝘀𝗲𝗲𝗻 𝗮𝘀 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰

Early in my career, I started working for a guy we’ll call Alex. He was 28 years old, and running the largest division of a publicly traded tech company. (I was 27) 

I kept asking myself, "Why is he the VP, and I'm just a marketer?" I studied his every move.

In C-level meetings, he spoke like he owned the business. He talked about the work I was doing, but took it 10% further – connecting it to shareholder outcomes – revenue and growth.

Nothing esoteric. He just drew a line from my work to revenue, growth and profit.

So I did some digging to find out where this wunderkind got his MBA.

Turns out he didn't have one. Just a Bachelor of Arts. In theater. 

That's when it clicked: Alex wasn't running a business because of some credential, he was running a business because he played the part – he thought and spoke like a business owner.

𝗦𝗮𝗺𝗲 𝘄𝗼𝗿𝗸, 𝗻𝗲𝘄 𝗽𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲
All I did was shift to an owner’s perspective. For example:

• Instead of "We increased engagement by 20%," I'd say: "We're retaining 20% more customers in month 2 – if it holds, that's $2M ARR over 24 months."

• Instead of test results, I'd share insights: "We learned that customers aren't price sensitive if they understand our value."

• Instead of optimizing channels, I'd think in systems: "Meta users have better retention than affiliates, so we’ll shift affiliate spend to Meta."

That’s all.

𝗪𝗵𝗮𝘁 𝗵𝗮𝗽𝗽𝗲𝗻𝗲𝗱 𝗻𝗲𝘅𝘁
It worked. Within six months, I was getting invited to strategy meetings. Finance people started asking for my input, and defending my work when I wasn't in the room. 

Promotions came. Eventually I worked my way up to that GM role – running a nine-figure business at PayPal.

𝗡𝗼𝘄, 𝗶𝗺𝗮𝗴𝗶𝗻𝗲 𝘆𝗼𝘂'𝗿𝗲 𝘁𝗵𝗲 𝗖𝗘𝗢
Imagine your CEO's point of view – Busy and overwhelmed. They don't want to micromanage you! They’d love to hand you more responsibility. They pay recruiters massive fees to find people who think like owners.

You could be that person.

Just do that last 10%: Think like an owner. Talk like an owner. Become an owner.

Helpful? Re-post to pay it forward to your network.

This is weird... 

Products make up only 16% of GDP, but 47% of stock market earnings.

And services are 72% of GDP but only 53% of stock market earnings.

Why is that?

I have a theory... 

Product companies only work at scale – logistics, sourcing, volume discounts, mass production, distribution deals, expensive to develop new products.

They're just not viable below a certain size. That's why most D2C startups end up getting acquired by big companies. When they do IPO, it usually fails (e.g. GoPro, FitBit, Peloton, Sonos)

But services businesses can be viable, even profitable, at micro-scale: Law firms, ad agencies, nail salons, medical practices, consultants and accountants – don't need money from public markets.

But services don't IPO, because they can't scale revenue independent of headcount. A law firm rents out lawyers, a radiology practice rents out radiologists.

Until now.

AI breaks the fixed relationship between revenue and headcount in services businesses – profits can scale far ahead of salaries and other fixed costs.

That's why VC and Private equity are snapping up small local medical practices. And boutique law firms, agencies, tax preparers... will all get rolled up, or rolled over, soon.

There's a lot at stake – 72% of GDP!

Are you working in a services firm? Because AI adoption is a matter of life and death.

They didn't forget; they objected.

Instead of "activation" or "abandonment" emails, try this...

People don't abandon checkouts and free trials because they 𝘧𝘰𝘳𝘨𝘦𝘵, they abandon because they 𝘰𝘣𝘫𝘦𝘤𝘵. 

Instead of sending “reminders,” figure out 𝘸𝘩𝘺 𝘵𝘩𝘦𝘺 𝘣𝘢𝘪𝘭𝘦𝘥 and address the 𝘳𝘦𝘢𝘭 𝘰𝘣𝘫𝘦𝘤𝘵𝘪𝘰𝘯 – Not just in your emails, but at the root cause, before they abandon.

𝗛𝗼𝘄 𝘁𝗼 𝗳𝗶𝗻𝗱 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝗼𝗻𝘀
If you ask ChatGPT, it'll tell you to offer free shipping and enable guest checkout – but you know it’s not that simple. Fixing “process friction” will only get you so far – most abandonment is caused by 𝘱𝘴𝘺𝘤𝘩𝘰𝘭𝘰𝘨𝘪𝘤𝘢𝘭 𝘧𝘳𝘪𝘤𝘵𝘪𝘰𝘯, like an unanswered question or a nagging doubt.

𝟲 𝗠𝗮𝗶𝗻 𝗦𝗼𝘂𝗿𝗰𝗲𝘀 𝗼𝗳 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 (𝗔𝗻𝗱 𝗵𝗼𝘄 𝘁𝗼 𝗳𝗶𝘅 𝘁𝗵𝗲𝗺)

1. 𝗠𝗶𝘀𝘀𝗶𝗻𝗴 𝗶𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻 – Is it compatible with…? Does it do X thing? 
   𝗙𝗶𝘅: Live chat & detailed Q&A
   
2. 𝗪𝗶𝗹𝗹 𝗶𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗵𝗲𝗹𝗽 𝗺𝗲 𝘁𝗼 [𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿’𝘀 𝗴𝗼𝗮𝗹]?  
   𝗙𝗶𝘅: Show the main use cases, testimonials with specific results
   
3. 𝗪𝗶𝗹𝗹 𝗜 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘂𝘀𝗲 𝗶𝘁? Or forget it but keep getting billed? 
   𝗙𝗶𝘅: Generous cancellation / return policies
   
4. 𝗦𝗼𝗰𝗶𝗮𝗹 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 – What will my boss / team / spouse think?  
   𝗙𝗶𝘅: Give them a story to justify the purchase to themselves (e.g. “it's cheaper in the long-run” or “you only live once.”)
   
5. 𝗜𝘀 𝘁𝗵𝗶𝘀 𝗳𝗼𝗿 𝗽𝗲𝗼𝗽𝗹𝗲 𝗹𝗶𝗸𝗲 𝗺𝗲? (e.g. Coders, non-native speakers, gen Z women?)
   𝗙𝗶𝘅: Say & show who it’s for
   
6. 𝗢𝗻𝗰𝗲 𝗯𝗶𝘁𝘁𝗲𝗻 – They are switching from their last product for a reason, so they need to believe your product won't have that flaw.
   𝗙𝗶𝘅: Position against your competitor’s flaw (e.g. “99.999% availability,” or “24/7 live support.”)

𝗛𝗼𝘄 𝘁𝗼 𝘂𝗻𝗰𝗼𝘃𝗲𝗿 𝙮𝙤𝙪𝙧 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻:

Don't speculate. Ask your 𝘴𝘢𝘭𝘦𝘴𝘱𝘦𝘰𝘱𝘭𝘦 𝘰𝘳 𝘺𝘰𝘶𝘳 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴: 
1. 𝗦𝗮𝗹𝗲𝘀𝗽𝗲𝗼𝗽𝗹𝗲 – “What are the main objections you hear from prospects?”
2. 𝗡𝗲𝘄 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 – “What made you almost not buy?”

Prospects who abandoned probably had 𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘤𝘰𝘯𝘤𝘦𝘳𝘯𝘴 as the ones who bought.

𝗢𝗻𝗲 𝗳𝗮𝗸𝗲 𝗿𝗲𝗮𝘀𝗼𝗻 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗶𝗴𝗻𝗼𝗿𝗲
Many people will say they’ve “been too busy.” That’s bullsh*t. Reality: either they don’t understand how it helps, your product or site confused them, or they don’t actually need it.

Helpful? Re-post to help others in your network.

SOVO Inc.

Project Lead

Holistec

Holistec is a group of tech-based educational companies which focus on the 17 Sustainable Development Goals, and prepare learners, educators and organisations for the Fourth Industrial Revolution.

Holistec Academy is a Personal Accelerator® that provides events, workshops and networks for kids aged 11-18. Motivated by the shortcomings of the conventional educational system, underserved tech industries and record-high mental problems; we developed a powerful three-pillar approach in which tech skills are the primary focus, underpinned by mindfulness and entrepreneurship.

Our tech courses include rocketry, 3D-printing, app development, cybersecurity, rocketry, IoT, and hydroponic food systems, crafted with award winning ed-tech companies and universities. We are certified to deliver the the leading mindfulness curriculum in the UK with support from Oxford Mindfulness Centre at Oxford University, whilst our entrepreneurial program is in collaboration with leading think-tanks, universities and organisations. Working with the best and brightest minds in our local communities and globally, we are shaping the future with the makers, innovators and entrepreneurs of a brighter tomorrow.

With our sister company Holistec Events, we are defining and catalysing transformative learning in the new economy. Our audience includes policymakers, governments, private sector and multilateral organisations.

Holistec is fully committed to - and driven by - the UN adopted 2030 Agenda for Sustainable Development, which provides a shared blueprint for peace and prosperity for people and the planet, now and into the future.

In line with our mission and values, we will continue refining our model to ensure our students live a life that is fulfilling, impactful and positive.

WIRRED

Digitised operations at Walkers Reserve, the Caribbean's premier 300+ acre regenerative initiative focused on climate resilience, biodiversity, and sustainable agriculture. 

Role covered strategy, fundraising, creating decks, branding, marketing, web development, sales optimisation, data analytics, and CRM integrations.

Consultant

Barbados Tourism Marketing Inc.

• Managing entire production process, from pre-production to post-production for high-budget international campaigns including Mindful Travel Barbados (https://www.mindfultravelbarbados.com)
• Creating the concepts, securing financing, managing the budgets, building the team 
• Coordinating crew members, securing locations, intellectual property 
• Ensuring deadlines are met and that all stakeholders are kept informed of progress 
• As Director: responsible for bringing the script to life, managing cast, and crew 
• As Screenwriter: developing scripts, crafting engaging storylines & compelling dialogue

Consultant, Producer, Director, Scriptwriter

Worked with portfolio companies which ranged from fintech, governance, banking, agriculture, real estate, and commodities. Established and maintained strong relationships with key partners, clients, and stakeholders, resulting in increased collaboration and expanded business opportunities.

Head of Business Development

Responsible for facilitating the success of a specific product or product lines. That includes working out what customers want, helping the team to build the right product and then supporting the business to sell it. Required to make strategic decisions based on market and competitor analyses. Prior to production, I create the roadmap to guide a product from conception through design and into wide release. My role is to bridge the gap among the different departments involved in successfully bringing our products to market, including R&D, engineering, marketing, sales, and customer support. My ultimate goal is the creation and launch of products that meet consumers’ needs — growing market share and success.

Product Manager

​As Entrepreneur-in-Residence, I serve as creative partner, entrepreneurial sounding board, and trusted advisor to our founders as we define the product strategy. I work with internal teams cross-functionally to determine the “how” across branding, product design, and software development. I communicate objectives to all team members to ensure consistency and am ultimately responsible for the success of launch and founder satisfaction. I partner with founding teams to make product decisions, and lead the end-to-end product lifecycle from inception through launch and as a result, continue refining all of the skills necessary to bring a product vision to market.

Entrepreneur In Residence

World Economic Forum

Born out of the World Economic Forum, the Global Shapers Community is a network of Hubs developed and led by people under the age of 30 who are exceptional in their potential, their achievements, and their drive to make a contribution to their communities.

In each city, teams of Shapers self-organise to create projects that address the needs of their community. Projects are wide-ranging – from responding to disasters and combating poverty, to fighting climate change and building inclusive communities. Shapers are diverse in expertise, education, income and race, but are united by their desire to bring about change.

We believe in a world where young people are central to solution building, policy-making and lasting change.

Curator, Global Shapers Bridgetown Hub

Vice-Curator, Global Shapers Bridgetown Hub

Global Shaper

United Nations

Based on the theme 'Inequality at the Root: Industrialising Creativity, Technology & Innovation for a More Equitable Future', this Forum will focus on imbalances at the root of the creative and tech sectors, and on solutions that foster a more equitable world. This virtual event is structured around six plenary sessions, a health and wellness educational tech experience that explores the future of work, raising awareness, maximising engagement and reskilling economies being transformed by emerging frontier technologies, and an anime experience called New Bridge City with a virtual marketplace of Barbadian and Caribbean art and culture

Co-Organiser | Creative Industries Trade Digitisation Forum | UNCTAD 15

Irie Organics

As CEO, I oversee all executive and administrative aspects of my company including financial management, accounting, marketing, brand development, sales and corporate development. I also generate new development deals and parterships.

Irie Organics was created for those who have a passion in high quality, natural, organic products which have incredible environmental credentials. All of our brands focus on quality over quanity and are specialists in both craftsmanship and production.

Founder, CEO

TheStudentMarketPlace.com

TheStudentMarketplace.com is a website designed for the young ambitious individual, looking to make some extra cash from the comfort of their own home. After it's launch in Barbados, it quickly rose to the leading student website in the country amassing nearly 200'000 hits in the first month, in a country with a population of 260'000 people.

Digital Marketing Coordinator

Urban

More than fashion, it is now a lifestyle which has inspired a new idea of partying for todays youth.  The Urban concept is a Party that recognises this movement and celebrates urban culture through music, fashion, art and sport. 

Urban showcses live skating, fashion and graffiti art throughout the event a way no one has dared to before in Barbados, bringing all forms of youth creativity and enjoyment together in one big event.

A&R/Marketing/Event Manager

CEO @ Holistec | Entrepreneur, Consultant, Producer

www.MattSpringer.co

Passionate about technology, sustainability, and making a positive change in the world. I'm told my super-power is connecting the dots - between people, ideas, and opportunities, forming impactful collaborations across private and public sectors.

Fell in love with entrepreneurship at age 14, and developed this further at law school in the UK, where I obtained my LLB and bootstrapped two e-commerce companies, reaching customers in over 60 countries.

Since then, I've worked in a range of industries which include private equity, commodities, consulting, policy, hospitality, education, and film production. Experienced in operations, business development, fundraising, marketing, sales, systems thinking, IP, branding, and marketing. 

In 2020, served as co-organiser for UNCTAD XV (United Nations Conference on Trade and Development) held once every four years - with Heads of State from 190 countries in attendance. Also served as Project Lead, Entrepreneur-in-Residence, and Head of Business Development at SOVO Inc. - a multifaceted organisation, with three pivotal arms: SOVO Ventures, SOVO Capital Management, and SOVO Corporate Services.

Elected Curator and Impact Officer for the Global Shapers Community - a World Economic Forum initiative with over 14,000 members inspiring people under the age of 30 which spans across 456 city-based hubs in 150 countries, who work together to address local, regional, and global challenges.

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