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)

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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    Zero to traction Zero to traction Presentation Transcript

    • 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 shift your focus from product to distribution and “win the market.”
    • 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
    • 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
    • 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 it
    • 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 how to compare and shop for products like yours.
    • 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.
    • 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.
    • 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
    • build for yourself Ideally, you’re a superuser of your own product category, so you can understand what competitive dimensions work.
    • 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.
    • 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 seconds in the UX. Analyze and pick a clear competitive dimension.
    • 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, but you’ll want to focus on switching people.
    • 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 cheaply to as many people as possible. Usually through paid ads, SEO, or virality.
    • 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