[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More

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Gustaf Alströmer, Growth Product Manager, Airbnb

Gustaf Alströmer, Growth Product Manager, Airbnb

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  • 1. Growth at Airbnb August 7, 2014, Gustaf Alstromer
  • 2. Accelerate Awareness ! Drive Conversion
  • 3. Why Growth?
  • 4. Most of our users haven’t signed up yet
  • 5. Philosophy 1. Our users tell the story better that we do 2. We never compromise on user experience 3. No tricks
  • 6. Nights booked growth 2009 2010 2011 2012 2013
  • 7. Few features are touching non-users
  • 8. Airbnb Product-few things touch non-users • Last-minute booking • Resolutions Tool • Photo Tool • Lantern • Help Center • Product Email • Referrals • Homepage • Booking flow • Calendar • Managed Listing • Search • Wish-list • Dashboard • Neighborhoods • Groups • Your reservations • Account • List Your Space • Messaging • Check-in • Reviews • Listing page • Verified ID • Privacy Settings • Marketing Emails • Profile • References • Account • Mobile web • Blog • Stories • Hospitality
  • 9. Referrals
  • 10. Referrals 1.0
  • 11. Referrals 1.0
  • 12. Forecast Assumptions Good Better Best Current Monthly Active Users * Sending Invites 1% 5% 10% - Invitees Per Inviter 5 10 15 - Conversion Rate to New User 15% 30% 45% - Conversion Rate to New Guest 1% 5% 10% - Conversion Rate to New Host 1% 3% 5% - Revenue Impact Potential x 20x better than “Good” 90x better than “Good”
  • 13. Referrals/Invites as share of new users (2013) 55%******** 55%****** 35%***** 25%**** *%Airbnb
  • 14. Referrals 2.0-Shipping
  • 15. Growth Offsite
  • 16. Work • 5 people full time with much borrowed help • 3 months • 30k lines of code • Growth became largest outside contributor to mobile apps
  • 17. Growth Offsite Launch
  • 18. On Web, iOS and Android simultaneously
  • 19. Web
  • 20. Email
  • 21. Recommended Contacts
  • 22. Mobile
  • 23. Tracking-instrumented from day 1
  • 24. Impact
  • 25. Hundreds of thousands of booked nights by referred users in 2014
  • 26. How do referred users perform?
  • 27. Better User Metrics (Median) % Change Guest Bookings + 13% Hosts Bookings + 146% Referrals Sent + 264% Referrals Became Users + 497% Referrals Became Guests + 489%
  • 28. Forecast Assumptions Good Better Best Current Monthly Active Users * Sending Invites 1% 5% 10% - Invitees Per Inviter 5 10 15 - Conversion Rate to New User 15% 30% 45% - Conversion Rate to New Guest 1% 5% 10% - Conversion Rate to New Host 1% 3% 5% - Revenue Impact Potential x 20x better than “Good” 90x better than “Good”
  • 29. Thank you! gustaf.alstromer@airbnb.com http://twitter.com/gustaf