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zero to traction
it’s really hard.
today’s talk:
traction, traction,
traction, traction,
traction, traction
... but how to get it?
first, you need
product/market fit.
then you can optimize
for growth.
0
12.5
25
37.5
50
post Product/Market fitpre P/M fit
traction.
product/market fit
When people who know they want your product
are happy with what you’re offering
... then you’re ready to...
what P/M fit looks like
Consumer products:
Usage 3 out of every 7 days
Organic growth of 100s of signups/day
30% users are ...
what P/M fit looks like
SaaS products:
5% conversion rate from free-to-paid
3X CPA to LTV ratio
<2% monthly churn rate
Clea...
if you have that,
just add water.
Email me:
voodoo@gmail.com
Read more:
http://andrewchen.co
what if you don’t have
product/market fit?
then get it done,
before you fail.
Most startups fail before reaching P/M fit.
Usually it takes years, not months, to reach...
product/market fit,
the easy way.
choose your own
difficulty.
(But really, you should take it easy on yourself)
pre-existing product
category
Ideally, many customers who know they want your
product.
They are already looking.They know ...
very large # of
customers “pulling”
Ideally, there’s a huge market of pre-existing “pull” for
your product.Validate with s...
lots of successful
competition
Ideally there’s lots of competition with traction. More
datapoints to figure out what the tr...
clear axes of
competition
Ideally, it’s very clear how you are trying to substitute
for a pre-existing product. Simpler, b...
build for yourself
Ideally, you’re a superuser of your own product
category, so you can understand what competitive
dimens...
Easiest short-term
path: Clone something
that already has P/M fit
If the market keeps growing, then new users will come
to ...
0
12.5
25
37.5
50
post Product/Market fitpre P/M fit
traction.
More balanced:
Clone 80%,
innovate on 20%
Make sure your innovation is fundamental and can be
experienced in the first 60 s...
common mistakes
metaphors often lead
to “fake” markets
X forY
“Pinterest for business” vs “Pinterest for dogs”
The substitution test
too much “minimum”
in MVP
Competing in existing markets means there’s a baseline.
Build something simpler, and different, ...
technology in search of
a problem
a bet on new human
behavior
art for artists
very lean startup, but
terrible market and
product choices.
how to scale?
“throwVC money and
MBAs at the problem”
Once it works, then it’s an optimization problem to
figure out how to distribute it...
Paid ads
Get this equation to work:
LTV = 3 * CPA
Viral loops
Get this equation to work:
# invites/user * invite acceptance > 1
SEO
Get this equation to work:
% content creation * # created * Google Magic
just add water.
Email me:
voodoo@gmail.com
Read more:
http://andrewchen.co
Zero to traction
Zero to traction
Zero to traction
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Zero to traction

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How to go from zero to product/market fit (and thus, traction)

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  • Another amazing post, Andrew! I had a question on the SEO slide- can you clarify the equation? I am not sure I understand '% of Content Creation' & 'Google Magic'
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  • As i read this article, i find it very informative. it is a nice one because it deals with an interesting ideas and information. I like it so much as from the first time i read it, the information that are used here attracted me a lot. They take my attention from the first look, so thanks so much for sharing with us this great topic in this great website. You are doing a great work here. I must say you’ve done a wonderful job by sharing your article with us. It took more time for me to read it fully, But it’s worth it Really.
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  • Great advice. Feels like a voice from the trenches.

    You can listen in here similar, but different.

    http://www.slideshare.net/andrew_null/saas-products-arent-viral
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Transcript of "Zero to traction"

  1. 1. zero to traction it’s really hard.
  2. 2. today’s talk: traction, traction, traction, traction, traction, traction ... but how to get it?
  3. 3. first, you need product/market fit. then you can optimize for growth.
  4. 4. 0 12.5 25 37.5 50 post Product/Market fitpre P/M fit traction.
  5. 5. product/market fit When people who know they want your product are happy with what you’re offering ... then you’re ready to shift your focus from product to distribution and “win the market.”
  6. 6. what P/M fit looks like Consumer products: Usage 3 out of every 7 days Organic growth of 100s of signups/day 30% users are active the day after signup Clear path to 100,000 users
  7. 7. what P/M fit looks like SaaS products: 5% conversion rate from free-to-paid 3X CPA to LTV ratio <2% monthly churn rate Clear path to $100k MRR
  8. 8. if you have that, just add water. Email me: voodoo@gmail.com Read more: http://andrewchen.co
  9. 9. what if you don’t have product/market fit?
  10. 10. then get it done, before you fail. Most startups fail before reaching P/M fit. Usually it takes years, not months, to reach it
  11. 11. product/market fit, the easy way.
  12. 12. choose your own difficulty. (But really, you should take it easy on yourself)
  13. 13. pre-existing product category Ideally, many customers who know they want your product. They are already looking.They know how to compare and shop for products like yours.
  14. 14. very large # of customers “pulling” Ideally, there’s a huge market of pre-existing “pull” for your product.Validate with searches, ads, etc. A big market means there’s often room to segment.
  15. 15. lots of successful competition Ideally there’s lots of competition with traction. More datapoints to figure out what the true MVP looks like. However, ideally fragmented or incompetent or on a different platform.
  16. 16. clear axes of competition Ideally, it’s very clear how you are trying to substitute for a pre-existing product. Simpler, but different. Different: Escaping the Competitive Herd Blue Ocean Strategy
  17. 17. build for yourself Ideally, you’re a superuser of your own product category, so you can understand what competitive dimensions work.
  18. 18. Easiest short-term path: Clone something that already has P/M fit If the market keeps growing, then new users will come to you just to try it out. Lots of problems through.
  19. 19. 0 12.5 25 37.5 50 post Product/Market fitpre P/M fit traction.
  20. 20. More balanced: Clone 80%, innovate on 20% Make sure your innovation is fundamental and can be experienced in the first 60 seconds in the UX. Analyze and pick a clear competitive dimension.
  21. 21. common mistakes
  22. 22. metaphors often lead to “fake” markets X forY “Pinterest for business” vs “Pinterest for dogs” The substitution test
  23. 23. too much “minimum” in MVP Competing in existing markets means there’s a baseline. Build something simpler, and different, but you’ll want to focus on switching people.
  24. 24. technology in search of a problem
  25. 25. a bet on new human behavior
  26. 26. art for artists
  27. 27. very lean startup, but terrible market and product choices.
  28. 28. how to scale?
  29. 29. “throwVC money and MBAs at the problem” Once it works, then it’s an optimization problem to figure out how to distribute it cheaply to as many people as possible. Usually through paid ads, SEO, or virality.
  30. 30. Paid ads Get this equation to work: LTV = 3 * CPA
  31. 31. Viral loops Get this equation to work: # invites/user * invite acceptance > 1
  32. 32. SEO Get this equation to work: % content creation * # created * Google Magic
  33. 33. just add water. Email me: voodoo@gmail.com Read more: http://andrewchen.co
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