SaaS products aren't viral

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  • SaaS products aren't viral

    1. SaaS productsaren’t viral**usually
    2. “How do I go viral?”Going viral = Sustained exponential growth curve with zero cost of acquisition, not just a marketing stunt
    3. You can’t.
    4. (usually)
    5. “Why not?”
    6. Viral growth, theanalytical way.
    7. 1000 new users20% send out invites10 invites sent per user50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
    8. 1000 new users30% connect to Twitter20% tweet your link100 average followers per user1% tweet CTR20% sign up= 12 new users sign upViral factor = 12/1000 = ~0.01
    9. 0.01 is a waste of time.300022501500 750 0 1 2 3 4 5 6 7 8 9 10 Viral factor 0 Viral factor 0.01
    10. “How do I go viral?”
    11. 100X
    12. 100X* *you’ll never get there
    13. 1000 new users20% send out invites10 invites sent50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
    14. Not a feature. Not an incentive. Not after purchase. Not just once.Something everybody does, every day, that makes ahigh-frequency, high-retention product even better.
    15. 1000 new users20% send out invites10 invites sent50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
    16. Targets extroverts. Anyone can use it. The more the merrier.Sharing/communication. Utility + One job title = Fail.
    17. 1000 new users20% send out invites10 invites sent50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
    18. “Law of shitty CTRs" Year CTR 1994 78% Hotwired.com 2011 0.05% Facebook
    19. New channel.Compelling pitch.Low competition.Highly optimized.
    20. Product/market fit. Daily usage. High retention. Share files.Already growing fast. <1 viral factor.
    21. ...
    22. “What about me?”
    23. You’ve already chosen.
    24. Based on your product:1. Don’t bother2. Or, drive down CAC3. Or, go for it**probably not
    25. Andrew Chen voodoo@gmail.com @andrewchen http://andrewchen.co

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