I’ve	
  got	
  a	
  product	
  idea,	
  now	
  what?	
  
Ryan	
  Lou	
  	
  
Founder,	
  Krawst	
  	
  
	
  Tweet:	
  @Rya...
How	
  to	
  become	
  an	
  instant	
  hit?	
  
Innovate	
  in	
  a	
  new	
  space	
  /	
  use	
  word	
  of	
  mouth	
  
How	
  to	
  become	
  an	
  instant	
  hit?	
  
Surprise	
  people	
  with	
  a	
  price	
  point	
  ($347)	
  
How	
  to	
  become	
  an	
  instant	
  hit?	
  
Amaze	
  people	
  with	
  something	
  unexpected	
  
How	
  to	
  become	
  an	
  instant	
  hit?	
  
Meet	
  a	
  criNcal	
  TOUCHpoint	
  /	
  underserved	
  market	
  
How	
  to	
  become	
  an	
  instant	
  hit?	
  
Be	
  influenNal	
  to	
  start	
  with	
  
OR	
  
Most	
  important	
  lessons	
  
•  Only	
  scale	
  growth	
  once	
  you	
  have	
  
something	
  to	
  grow	
  
	
  
• ...
About	
  me:	
  Ryan	
  Lou	
  	
  
•  Involved	
  in	
  startups	
  since	
  2007	
  
•  3	
  years	
  markeNng	
  in	
  ...
A	
  weekend	
  project	
  
Playlists+	
  
•  Discover	
  indie	
  music	
  
•  Youtube	
  playlists	
  
•  Play	
  and	
 ...
Delivering	
  Product	
  Value	
  
What	
  is	
  markeNng?	
  
hap://www.youtube.com/watch?v=lAl28d6tbko	
  
It’s	
  not	
  magic	
  
Data
Marketing
Product
QuesNon:	
  How	
  many	
  Nmes	
  (globally)	
  do	
  people	
  
‘Google’	
  Google	
  each	
  month?	
  
First	
  things	
  First	
  
Globally	
  923	
  MILLION	
  people	
  
search	
  the	
  term	
  “Google”	
  on	
  
Google	
...
First	
  things	
  First	
  
Globally	
  923	
  MILLION	
  people	
  
search	
  the	
  term	
  “Google”	
  on	
  
Google	
...
What’s	
  the	
  ONE	
  CORE	
  
ACTIVITY	
  of	
  your	
  product?	
  	
  
How	
  can	
  you	
  get	
  people	
  
there	
...
1	
  Core	
  acNvity:	
  Discover	
  new	
  indie	
  arNsts	
  
Growth	
  Technique:	
  Focus	
  
on	
  the	
  metrics	
  that	
  count	
  
(RetenNon	
  First)	
  
Early	
  focus	
  was	
  on	
  geFng	
  any	
  individual	
  to	
  7	
  
friends	
  in	
  10	
  days.	
  	
  
Get	
  users	
  to	
  5-­‐10	
  twiNer	
  accounts	
  in	
  their	
  	
  
first	
  day	
  on	
  twiNer.	
  	
  
Goal:	
  Get	
  users	
  to	
  listen	
  
to	
  the	
  first	
  3	
  songs	
  in	
  any	
  
of	
  the	
  playlists	
  
Less...
Goal:	
  Get	
  users	
  to	
  listen	
  
to	
  the	
  first	
  3	
  songs	
  in	
  any	
  
of	
  the	
  playlists	
  
What	
  the	
  site	
  looks	
  
on	
  mobile.	
  
Goal:	
  Get	
  users	
  to	
  
listen	
  to	
  3	
  songs	
  
Lessons	
  learned:	
  	
  
1)	
  Must	
  first	
  be	
  pla...
Goal:	
  Get	
  users	
  to	
  listen	
  
to	
  the	
  first	
  3	
  songs	
  in	
  any	
  
of	
  the	
  playlists	
  
Less...
NL	
  Form	
  Jquery	
  plugin	
  
<opNon><select>	
  to	
  <div>	
  but	
  slowed	
  down	
  playlist	
  change	
  
Do	
  people	
  back	
  come	
  to	
  see	
  random	
  pictures?	
  
Minimum	
  Viable	
  Product?	
  
What’s	
  missing?	
  	
  
	
  Song	
  Ntle,	
  playlist	
  view,	
  share	
  buaons,	
 ...
Growth	
  Technique:	
  
Clearly	
  define	
  who	
  you’re	
  
targeNng	
  
Find	
  your	
  honey	
  hole	
  
Step	
  1:	
  Follow	
  someone	
  on	
  Twiaer	
  
Step	
  2:	
  Link	
  to	
  landing	...
ArNsts	
  you’ll	
  never	
  find	
  on	
  Playlists+	
  
Growth	
  Technique:	
  
Leverage	
  Super	
  Plauorms	
  
AirBnB	
  
AirBnB	
  
Pitching	
  journalists	
  
Source:	
  
hap://www.slideshare.net/adamsmith1/from-­‐zero-­‐to-­‐a-­‐million-­‐users-­‐dropb...
Tips	
  for	
  pitching	
  the	
  press	
  
1)  Pick	
  the	
  right	
  publicaNon	
  
2)  Pitch	
  only	
  1	
  feature	
...
Keith	
  Rabois,	
  the	
  Former	
  COO	
  of	
  Square	
  
•  First	
  grow	
  based	
  on	
  real	
  value	
  	
  
•  G...
“Nothing	
  works	
  beaer	
  than	
  improving	
  
your	
  product.”	
  
	
  
—	
  Joel	
  Spolsky,	
  Stack	
  Exchange	...
“Nothing	
  works	
  beaer	
  than	
  improving	
  
your	
  product.”	
  
	
  
—	
  Joel	
  Spolsky,	
  Stack	
  Exchange	...
I’ve	
  got	
  a	
  product	
  idea,	
  now	
  what?	
  
Ryan	
  Lou	
  	
  
Founder,	
  Krawst	
  	
  
	
  Tweet:	
  @Rya...
Growth hacking - How marketing and product development has to work together for grwoth
Growth hacking - How marketing and product development has to work together for grwoth
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Growth hacking - How marketing and product development has to work together for grwoth

  1. 1. I’ve  got  a  product  idea,  now  what?   Ryan  Lou     Founder,  Krawst      Tweet:  @RyanLou  
  2. 2. How  to  become  an  instant  hit?   Innovate  in  a  new  space  /  use  word  of  mouth  
  3. 3. How  to  become  an  instant  hit?   Surprise  people  with  a  price  point  ($347)  
  4. 4. How  to  become  an  instant  hit?   Amaze  people  with  something  unexpected  
  5. 5. How  to  become  an  instant  hit?   Meet  a  criNcal  TOUCHpoint  /  underserved  market  
  6. 6. How  to  become  an  instant  hit?   Be  influenNal  to  start  with  
  7. 7. OR  
  8. 8. Most  important  lessons   •  Only  scale  growth  once  you  have   something  to  grow     •  Focus  on  your  core  experience  first     •  Constantly  improve  your  product  
  9. 9. About  me:  Ryan  Lou     •  Involved  in  startups  since  2007   •  3  years  markeNng  in  the  US     •  Lone  founder  (mostly)   •  Self-­‐taught  programming   (Python  /  Django)     •  Startup  Chile  (2012)   •  Volunteer  docent  at  SG  Zoo     Meet  people  in  a  new  city  through   discovering  places  /  acNviNes  
  10. 10. A  weekend  project   Playlists+   •  Discover  indie  music   •  Youtube  playlists   •  Play  and  forget   •  Users  suggest  songs  to   add  to  playlist   hap://music.krawst.com   CollaboraNon  with  @shuq  
  11. 11. Delivering  Product  Value  
  12. 12. What  is  markeNng?   hap://www.youtube.com/watch?v=lAl28d6tbko  
  13. 13. It’s  not  magic   Data Marketing Product
  14. 14. QuesNon:  How  many  Nmes  (globally)  do  people   ‘Google’  Google  each  month?  
  15. 15. First  things  First   Globally  923  MILLION  people   search  the  term  “Google”  on   Google  each  month  
  16. 16. First  things  First   Globally  923  MILLION  people   search  the  term  “Google”  on   Google  each  month   What  happens  when  they  search  for  you?  
  17. 17. What’s  the  ONE  CORE   ACTIVITY  of  your  product?     How  can  you  get  people   there  as  fast  as  possible?  
  18. 18. 1  Core  acNvity:  Discover  new  indie  arNsts  
  19. 19. Growth  Technique:  Focus   on  the  metrics  that  count   (RetenNon  First)  
  20. 20. Early  focus  was  on  geFng  any  individual  to  7   friends  in  10  days.    
  21. 21. Get  users  to  5-­‐10  twiNer  accounts  in  their     first  day  on  twiNer.    
  22. 22. Goal:  Get  users  to  listen   to  the  first  3  songs  in  any   of  the  playlists   Lessons  learned:     1)  Must  first  be  playable  
  23. 23. Goal:  Get  users  to  listen   to  the  first  3  songs  in  any   of  the  playlists  
  24. 24. What  the  site  looks   on  mobile.  
  25. 25. Goal:  Get  users  to   listen  to  3  songs   Lessons  learned:     1)  Must  first  be  playable   2)  Cater  to  different  user  preferences    
  26. 26. Goal:  Get  users  to  listen   to  the  first  3  songs  in  any   of  the  playlists   Lessons  learned:     1)  Must  first  be  playable   2)  Cater  to  different  user  preferences     3)  User  experience  >>>  Design  elements  
  27. 27. NL  Form  Jquery  plugin   <opNon><select>  to  <div>  but  slowed  down  playlist  change  
  28. 28. Do  people  back  come  to  see  random  pictures?  
  29. 29. Minimum  Viable  Product?   What’s  missing?      Song  Ntle,  playlist  view,  share  buaons,  USER  ACCOUNTS    
  30. 30. Growth  Technique:   Clearly  define  who  you’re   targeNng  
  31. 31. Find  your  honey  hole   Step  1:  Follow  someone  on  Twiaer   Step  2:  Link  to  landing  page  in  profile   Step  3:  Collect  email  addresses  
  32. 32. ArNsts  you’ll  never  find  on  Playlists+  
  33. 33. Growth  Technique:   Leverage  Super  Plauorms  
  34. 34. AirBnB  
  35. 35. AirBnB  
  36. 36. Pitching  journalists   Source:   hap://www.slideshare.net/adamsmith1/from-­‐zero-­‐to-­‐a-­‐million-­‐users-­‐dropbox-­‐and-­‐xobni-­‐lessons-­‐learned? from_search=6    
  37. 37. Tips  for  pitching  the  press   1)  Pick  the  right  publicaNon   2)  Pitch  only  1  feature   3)  Focus  the  story  on  specifics   hap://www.growhack.com/2012/10/17/how-­‐brandyourself-­‐unexpectedly-­‐ got-­‐60k-­‐users-­‐in-­‐60-­‐hours/    
  38. 38. Keith  Rabois,  the  Former  COO  of  Square   •  First  grow  based  on  real  value     •  Growth  hacking  is  an   observaNonal  science   •  Feature  design  is  the  new   markeNng  
  39. 39. “Nothing  works  beaer  than  improving   your  product.”     —  Joel  Spolsky,  Stack  Exchange  
  40. 40. “Nothing  works  beaer  than  improving   your  product.”     —  Joel  Spolsky,  Stack  Exchange   But  first:       When  you  start  a  project,  make  sure   you  finish  it,  even  if  no  one  uses  it.    
  41. 41. I’ve  got  a  product  idea,  now  what?   Ryan  Lou     Founder,  Krawst      Tweet:  @RyanLou  
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