SaaS products aren't viral

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Transcript

  • 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