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From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
From Zero to a Million Users - Dropbox and Xobni lessons learned
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From Zero to a Million Users - Dropbox and Xobni lessons learned

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Presented by Adam Smith (@asmith) and Drew Houston (@drewhouston)

Presented by Adam Smith (@asmith) and Drew Houston (@drewhouston)

Published in: Technology
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  • Xobni analytics -> prototype stage.Segway example -> millions spent on launch; best investors in the worldCould have realized much earlier that the problem wasn’t the technology, it’s that you look like a douche while ridingGoal is not to never fail, it’s to fail as early as possible
  • So shipping code was out of the question – bad experience  tell all friendsYC app – ship in 8 wks vs 18 mosPrototype worked; video could show product in best light; get much of the same feedback as if we shipped working code
  • Video created fans; capture that interestEarly adopters more forgiving
  • Building product for ourselves; where would we look for something like Dropbox?
  • Google Wave
  • AardvarkexmapleReddit users faking comments to avoid ghost town feeling
  • Always lose feature comparisons
  • One invariant of our installer
  • One invariant of our installer
  • “I don’t mean to imply that you want to gamble your VC dollars..”
  • Engagement: email people who haven’t used certain features, etc. Active user versus registered user.
  • What kind of markets tend to be dominated by DIDO marketing?
  • Virality can e.g. double TLV.
  • Virality can e.g. double TLV.
  • Transcript

    • 1. Zero to a Million Users<br />@drewhouston, @asmith<br />
    • 2.
    • 3. @drewhouston<br />(dropbox)<br />@asmith<br />(xobni)<br />
    • 4. Summer 2006: Humble beginnings<br />
    • 5. Xobni, Dropbox – VC-backed startups in SF<br />Both reached 2 million users in 2 years<br />2 ,000,000<br />0<br />
    • 6.
    • 7. Biggest risk: making something nobody wants<br />
    • 8. Weak product-market fit cannot be <br />fixed by good marketing<br />Good marketing will not fix a bad product<br />
    • 9. But good product will be wind at your back<br />
    • 10. Xobni Analytics: Solved problem no one had<br />
    • 11. Goal: product-market fit ASAP<br />
    • 12. learn early, learn often<br />
    • 13. Cost of change at each stage<br />Idea<br />Prototype<br />Launch<br />
    • 14. Learning on a $0 budget: Talk to people!<br />
    • 15. Learn without launching<br />AdWords tests<br /> Hacks: Fake landing pages, screenshots, etc.<br />
    • 16. Dropbox’s minimum viable product:<br /> 3 min screencast on Hacker News (Apr 07)<br />
    • 17. Simple landing page: capture interest/email address<br />
    • 18. starting from zero<br />
    • 19. Go where your early adopters hang out<br />
    • 20. Private beta launch video  12,000 diggs; beta waiting list jumps from 5,000 to 75,000 in one day (Mar 2008)<br />
    • 21. Avoid ghost towns: bootstrapping to critical mass<br />
    • 22. Niche first, world later<br />
    • 23. Fake it till you make it: Aardvark & simulating features that weren’t ready<br />
    • 24. marketing: building buzz<br />
    • 25. Tie yourself to a bigger trend<br />
    • 26. Adam<br />Meet journalists in person. All the time.<br />
    • 27. Journalists are really busy – come up with the angle for them.<br />
    • 28. Media resources page on web site<br />
    • 29. Word of mouth rule #1: have a great product<br />
    • 30. Generate word of mouth with scarcity<br />
    • 31. Help users generate tell their friends<br />
    • 32. Invite screen<br /><ul><li>Facebook pictures
    • 33. Auto-ranked
    • 34. Outlook detection via looking at mail headers</li></ul> = FUN!<br />
    • 35. Sex it up! Have fun!<br />
    • 36. Inbound marketing / “social media”<br />
    • 37. how do you get people to use your product?<br />
    • 38. Focus: do a few things really well instead of a lot of things poorly<br />
    • 39. Every 10% easier  50% larger audience<br />
    • 40. Don’t make me think: No decisions  nothing to screw up<br />
    • 41. Don’t make me read, either:Designing landing pages & signup flows<br />early beta<br /><ul><li>concise beats comprehensive
    • 42. call out the next step
    • 43. simple converts better</li></ul>late beta<br />
    • 44. Hook the user first, educate over time(tours, tip emails, etc.)<br />
    • 45. You do not see the same product your users do! (craigslist, usertesting.com)<br />
    • 46. Make feedback painless – then iterate!<br />
    • 47. how do you make a product that spreads itself?<br />
    • 48. The best products turn users into evangelists<br />
    • 49. Encouraging word-of-mouth: Referral program increased signups by 60%<br />
    • 50. Tricks of the trade: FB & Twitter feed, emails, contact list importers <br />Trailing 30 days: 3 million invites sent<br />
    • 51. metrics: know thy funnel<br />
    • 52. Users<br />$$$<br />Basic funnel<br />
    • 53. Startup Metrics for Pirates. Live it.<br />
    • 54. Output I: know where to invest marketing $$<br />
    • 55. Xobni finding: AdWords users don’t convert to paid BUT they refer others who do!<br />
    • 56. Output II: allocate engineering resources between usability, engagement, & virality<br />
    • 57. Example: user education around people search<br />
    • 58. scaling without virality:“dollar in, dollar out” marketing<br />
    • 59. Some markets don’t elicit virality or buzz<br />
    • 60.
    • 61. Netflix example<br />(numbers not exact)<br />($16 rev - $10 svc cost) per month  $6/mo <br />x 22 mo lifetime= $132<br />$40 advertising, affiliates, etc.<br />$92 lifetime gross margin/user<br />
    • 62. a quick taste…<br />
    • 63. example user acquisition costs<br />
    • 64. example monthly rev per user<br />
    • 65. example monthly churns<br />
    • 66. example freemium conv. rates<br />
    • 67. Thank you!<br />Questions?<br />Feel free to reach out!<br />@drewhouston - drew@dropbox.com<br />@asmith - adam.smith@xobni.com<br />

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