Serving a Global Market
from your Garage
Sangeet Paul Choudary

SOURCE: PLATFORM THINKING
A few examples

Startups can be lonely celebrations
A startup...
is an obscure entity with
the potential for nonlinear growth
SOURCE: PLATFORM THINKING
Bumps and Engines

SOURCE: PLATFORM THINKING
Getting growth right
PR Bumps + Viral Engine

SOURCE: PLATFORM THINKING
Hacking the PR Bump
SOURCE: PLATFORM THINKING
Rule 1:
Think of the Journalist as a
Customer
They’re interested in a good story, not in you.
Counterintuitive works
HARO?...
Rule 2:
Twitter is the new backstage pass
Sneak into their conversations with interesting nuggets

SOURCE: PLATFORM THINKI...
Rule 3:
Recursive PR
Understand the PR Food Chain and feed the Plankton!
Who reads Who!
SOURCE: PLATFORM THINKING
Rule 4:
Catch the Newbie
The busier and more secure a person, the less he needs you!

SOURCE: PLATFORM THINKING
Rule 5:
Sister Concerns
Same brands but lower editorial constraints

SOURCE: PLATFORM THINKING
Rule 6:
Contributor Networks
You don’t need to be the editor’s friend!

SOURCE: PLATFORM THINKING
Rule 7:
Be the Page One Celebrity

Own your Google SERP
SOURCE: PLATFORM THINKING
Rule 8:
Hack the Hackers: Reddit and HN
Secure a contributor post
Build a voting ring
SOURCE: PLATFORM THINKING
Rule 9:
User-generated PR
Users using your product in unusual ways, make the best stories

SOURCE: PLATFORM THINKING
Rule 10:
Straight from the horse’s mouth
No one will tell your stories unless you do

SOURCE: PLATFORM THINKING
Go from product-first to audience-first while telling stories!

SOURCE: PLATFORM THINKING
In summary...
Think of the stories you’ll tell

Knock on the easy gates - get social
proof - knock on the hard ones

Break...
Designing the Viral Engine
SOURCE: PLATFORM THINKING
Viral = Invites?

SOURCE: PLATFORM THINKING
Not quite!

Build the
product

Slap on an
invite loop

World
domination

We think of growth divorced from product experien...
Lazy execution brings in lazy users

DailyMotion

Washington Post

Digg

SOURCE: PLATFORM THINKING

The Guardian
Air
Droplets

That
Sneezing
Guy

TARGET

How Diseases Spread

SOURCE: PLATFORM THINKING
Recipient
Motivations

External Network
Seeds
Sender
Motivations

How Products Spread

SOURCE: PLATFORM THINKING
Ingredient 1:
Viral Seeds

SOURCE: PLATFORM THINKING
Viral Seed

SOURCE: PLATFORM THINKING
(A project)

(A slideshow)

(Q/A)

(A deal)

Viral
Seeds

(A survey)

(A product listing)

(A lesson)

SOURCE: PLATFORM TH...
Ingredient 2:
External Network

SOURCE: PLATFORM THINKING
User-generated growth leverages a network
where users are already connected
SOURCE: PLATFORM THINKING
Social networks with
explicit relationships

Networks with implicit
relationships

Networks of exchange

Contact list inte...
AirBnB on
CraigsList
Relevant
Activity

SOURCE: PLATFORM THINKING
LinkedIn on
OutLook

Relevant
Connections

SOURCE: PLATFORM THINKING
Etsy on
Pinterest
Relevant
Format

SOURCE: PLATFORM THINKING
Ingredient 3:
Sender Motivations

SOURCE: PLATFORM THINKING
Why Users Spread The
Word?

FAME

FUN
Selfexpression

>

Selfpromotion

FORTUNE

>

Inorganic
Incentives

+
Doesn’t distra...
YouTube,
Instagram
MOTIVATION

VIRAL
ACTION

Show the world
how creative I
am

Tell the world
about your
creations

SOURCE...
KickStarter,
Change.Org
MOTIVATION

VIRAL
ACTION

Gather support
for my cause

Tell the world
about your
cause

SOURCE: PL...
SurveyMonkey
SkillShare
MOTIVATION

VIRAL
ACTION

Get others to
take some
action

Reach out to
inform them
about the actio...
Ingredient 4:
Recipient Motivations

SOURCE: PLATFORM THINKING
PITCH

SHOW

vs.

SOURCE: PLATFORM THINKING

TELL
CALL TO ACTION

Clear CTA at
the end of
Pitch

P.S. I love you. Get your free email
at Hotmail

SOURCE: PLATFORM THINKING
HACKS ARE BORN TO
DIE...
TRUE DESIGN
ENDURES!
SOURCE: PLATFORM THINKING
THANK YOU!
FOR MORE,
VISIT PLATFORM THINKING
Serving a Global Market from Your Garage - By Sangeet Paul Choudary #PNCamp, Pune
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Serving a Global Market from Your Garage - By Sangeet Paul Choudary #PNCamp, Pune

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Serving a Global Market from Your Garage - By Sangeet Paul Choudary #PNCamp, Pune

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Serving a Global Market from Your Garage - By Sangeet Paul Choudary #PNCamp, Pune

  1. Serving a Global Market from your Garage Sangeet Paul Choudary SOURCE: PLATFORM THINKING
  2. A few examples Startups can be lonely celebrations
  3. A startup... is an obscure entity with the potential for nonlinear growth SOURCE: PLATFORM THINKING
  4. Bumps and Engines SOURCE: PLATFORM THINKING
  5. Getting growth right PR Bumps + Viral Engine SOURCE: PLATFORM THINKING
  6. Hacking the PR Bump SOURCE: PLATFORM THINKING
  7. Rule 1: Think of the Journalist as a Customer They’re interested in a good story, not in you. Counterintuitive works HARO? SOURCE: PLATFORM THINKING
  8. Rule 2: Twitter is the new backstage pass Sneak into their conversations with interesting nuggets SOURCE: PLATFORM THINKING
  9. Rule 3: Recursive PR Understand the PR Food Chain and feed the Plankton! Who reads Who! SOURCE: PLATFORM THINKING
  10. Rule 4: Catch the Newbie The busier and more secure a person, the less he needs you! SOURCE: PLATFORM THINKING
  11. Rule 5: Sister Concerns Same brands but lower editorial constraints SOURCE: PLATFORM THINKING
  12. Rule 6: Contributor Networks You don’t need to be the editor’s friend! SOURCE: PLATFORM THINKING
  13. Rule 7: Be the Page One Celebrity Own your Google SERP SOURCE: PLATFORM THINKING
  14. Rule 8: Hack the Hackers: Reddit and HN Secure a contributor post Build a voting ring SOURCE: PLATFORM THINKING
  15. Rule 9: User-generated PR Users using your product in unusual ways, make the best stories SOURCE: PLATFORM THINKING
  16. Rule 10: Straight from the horse’s mouth No one will tell your stories unless you do SOURCE: PLATFORM THINKING
  17. Go from product-first to audience-first while telling stories! SOURCE: PLATFORM THINKING
  18. In summary... Think of the stories you’ll tell Knock on the easy gates - get social proof - knock on the hard ones Break into conversations and show them something new SOURCE: PLATFORM THINKING
  19. Designing the Viral Engine SOURCE: PLATFORM THINKING
  20. Viral = Invites? SOURCE: PLATFORM THINKING
  21. Not quite! Build the product Slap on an invite loop World domination We think of growth divorced from product experience SOURCE: PLATFORM THINKING
  22. Lazy execution brings in lazy users DailyMotion Washington Post Digg SOURCE: PLATFORM THINKING The Guardian
  23. Air Droplets That Sneezing Guy TARGET How Diseases Spread SOURCE: PLATFORM THINKING
  24. Recipient Motivations External Network Seeds Sender Motivations How Products Spread SOURCE: PLATFORM THINKING
  25. Ingredient 1: Viral Seeds SOURCE: PLATFORM THINKING
  26. Viral Seed SOURCE: PLATFORM THINKING
  27. (A project) (A slideshow) (Q/A) (A deal) Viral Seeds (A survey) (A product listing) (A lesson) SOURCE: PLATFORM THINKING (A folder)
  28. Ingredient 2: External Network SOURCE: PLATFORM THINKING
  29. User-generated growth leverages a network where users are already connected SOURCE: PLATFORM THINKING
  30. Social networks with explicit relationships Networks with implicit relationships Networks of exchange Contact list integration Blogosphere Choose the right network Add value to the network Be First-tonetwork SOURCE: PLATFORM THINKING
  31. AirBnB on CraigsList Relevant Activity SOURCE: PLATFORM THINKING
  32. LinkedIn on OutLook Relevant Connections SOURCE: PLATFORM THINKING
  33. Etsy on Pinterest Relevant Format SOURCE: PLATFORM THINKING
  34. Ingredient 3: Sender Motivations SOURCE: PLATFORM THINKING
  35. Why Users Spread The Word? FAME FUN Selfexpression > Selfpromotion FORTUNE > Inorganic Incentives + Doesn’t distract user from product usage SOURCE: PLATFORM THINKING
  36. YouTube, Instagram MOTIVATION VIRAL ACTION Show the world how creative I am Tell the world about your creations SOURCE: PLATFORM THINKING
  37. KickStarter, Change.Org MOTIVATION VIRAL ACTION Gather support for my cause Tell the world about your cause SOURCE: PLATFORM THINKING
  38. SurveyMonkey SkillShare MOTIVATION VIRAL ACTION Get others to take some action Reach out to inform them about the action SOURCE: PLATFORM THINKING
  39. Ingredient 4: Recipient Motivations SOURCE: PLATFORM THINKING
  40. PITCH SHOW vs. SOURCE: PLATFORM THINKING TELL
  41. CALL TO ACTION Clear CTA at the end of Pitch P.S. I love you. Get your free email at Hotmail SOURCE: PLATFORM THINKING
  42. HACKS ARE BORN TO DIE... TRUE DESIGN ENDURES! SOURCE: PLATFORM THINKING
  43. THANK YOU! FOR MORE, VISIT PLATFORM THINKING

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