Startups & Growth
Learn Early. Learn Often.
Most of the startups go through the same
phase and face the same set of

problems.
You create a product which you think is
the best solution to a problem already
existing in the market.
expecting virality
and exponential user adoption.
You launch the product
It’s important for us to remember that every
product will not be an Instagram.

99% of time, the traffic falls off after a...
You’re in a stage of your startup called as

The Trough of Sorrow

Source: @andrewchen
Trough of Sorrow
because you launch your product hoping
You fall into the

that the market would accept it and not
because...
It’s important for a startup to understand
the different phases in it’s growth

cycle

and realize when to launch.
3 Stages of Product Growth Cycle
Each stage in the product growth cycle
has got certain success end goals.
Finding First Set
of Customers

Validating Your
...
Measure.Measure.Measure.
Reference: Dave Mcclure’s pirate metrics
Identify metrics
each stage.

that matter

during
Maximize for

speed, learning.

Build

Learn

Measure
Iterate.
Optimize/ Pivot.
Always find your Product/Market fit before
scaling.
Else
You Fail.
What

Product/Market fit

Source : @andrewchen

looks like.
Traction

This is what you should aim for.

Pre P/M Fit

Post P/M Fit
How to

scale after P/M Fit?
Distribute cheaply

to as many people as
possible.
Use a mix of Paid and Non-Paid Strategies
to distribute and acquire.
Use the power of

Social Media

Get your Viral Loops right :
(k=invites/user*invite acceptance)

k>1
Leverage Platforms that work for your product
Blog

end goal

•

Establish

and identify your target audience.

•

Churn out world-class content your target
audience wo...
“Solely through guest blogging we've acquired around
100,000 users within the first 9 months of running Buffer.” –
Leo Wil...
Create & Distribute Infographics
“KISSmetrics was able to generate 2,512,596 visitors
and 41,142 back links from 47 infogr...
Search &

Connect with Influencers
niche.

Leverage

their reach.

in your
E-books, Guides and White papers
Presentations & Slideshare ( Traffic, SEO)
SEO done right.
Run

Contests

&

Give-aways
Use Paid Channels

Keep a check, @LTV = 3*CPA
What do I do

after acquisition?
Build your

conversion funnels.

Measure.
Optimize for conversions in each stage.

Get this fixed first.
5000

16%
800
Acqusition

Activation

300
Retention

50
Rev...
If conversions from visits to sign up is low. Fix
that first.
A small landing page tweak helped cloudsponge
increase conve...
If Activation is low, work on user onboarding.
Twitter has a step-by-step onboarding Process. Makes

you

follow 5 people....
If retention is less focus on getting users to
come back to the platform.

Use both transactional emails and autoresponder...
LinkedIn was successful in increasing

engagement &

retention using the double viral loop.

Prompting users to connect/ i...
Not all hypothesis & the resulting experiments
result in a better conversion.
So

A/B Test

Version b is better than a. Roll out version b.
Source: Smashingmagazine
Not just the landing pages and calls to
action, but A/B Test product features as
well.
Iterate on features and use cohort analysis to
track engagement/ retention/ revenue/ referral

Fig Above : Twitter’s cohor...
Find your AHA Moment!
Turn a visitor to a engaged user.
Facebook : 7 friends in 10 days.
Twitter : Follow 30 people.
Zynga...
Remember the mantra : Learn early, Learn

often.
Thank You
Email me:
amarnath.vannarath@gmail.com
Follow me:
@freaks007
Startups & Growth - Learn Early. Learn Often.
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Startups & Growth - Learn Early. Learn Often.

  1. Startups & Growth Learn Early. Learn Often.
  2. Most of the startups go through the same phase and face the same set of problems.
  3. You create a product which you think is the best solution to a problem already existing in the market.
  4. expecting virality and exponential user adoption. You launch the product
  5. It’s important for us to remember that every product will not be an Instagram. 99% of time, the traffic falls off after a initial spike.
  6. You’re in a stage of your startup called as The Trough of Sorrow Source: @andrewchen
  7. Trough of Sorrow because you launch your product hoping You fall into the that the market would accept it and not because the market wanted it.
  8. It’s important for a startup to understand the different phases in it’s growth cycle and realize when to launch.
  9. 3 Stages of Product Growth Cycle
  10. Each stage in the product growth cycle has got certain success end goals. Finding First Set of Customers Validating Your Product Exponential Growth • Problem/Solution Fit • Product/Market Fit • Scale Exponentially
  11. Measure.Measure.Measure. Reference: Dave Mcclure’s pirate metrics
  12. Identify metrics each stage. that matter during
  13. Maximize for speed, learning. Build Learn Measure
  14. Iterate. Optimize/ Pivot.
  15. Always find your Product/Market fit before scaling. Else You Fail.
  16. What Product/Market fit Source : @andrewchen looks like.
  17. Traction This is what you should aim for. Pre P/M Fit Post P/M Fit
  18. How to scale after P/M Fit?
  19. Distribute cheaply to as many people as possible.
  20. Use a mix of Paid and Non-Paid Strategies to distribute and acquire.
  21. Use the power of Social Media Get your Viral Loops right : (k=invites/user*invite acceptance) k>1
  22. Leverage Platforms that work for your product
  23. Blog end goal • Establish and identify your target audience. • Churn out world-class content your target audience would be interested in. • Guest-Blog: •Builds natural links •Increases your online authority •Builds Relationship •Opens up your product/ service to a large audience quickly
  24. “Solely through guest blogging we've acquired around 100,000 users within the first 9 months of running Buffer.” – Leo Wildrich, Co-founder, Buffer Take a leaf out of Kissmetrics & Moz’s Book. Remember this takes time & effort.
  25. Create & Distribute Infographics “KISSmetrics was able to generate 2,512,596 visitors and 41,142 back links from 47 infographics. This strategy helped take the KISSmetrics blog from 56,380 to 146,197 visits per month.” – Neil Patel
  26. Search & Connect with Influencers niche. Leverage their reach. in your
  27. E-books, Guides and White papers Presentations & Slideshare ( Traffic, SEO)
  28. SEO done right.
  29. Run Contests & Give-aways
  30. Use Paid Channels Keep a check, @LTV = 3*CPA
  31. What do I do after acquisition?
  32. Build your conversion funnels. Measure.
  33. Optimize for conversions in each stage. Get this fixed first. 5000 16% 800 Acqusition Activation 300 Retention 50 Revenue
  34. If conversions from visits to sign up is low. Fix that first. A small landing page tweak helped cloudsponge increase conversion by 33%
  35. If Activation is low, work on user onboarding. Twitter has a step-by-step onboarding Process. Makes you follow 5 people. Users tend to be more active. 40% of Twitter users use the platform without publishing. 4x number of monthly visitors who don’t login. Just read the stream.
  36. If retention is less focus on getting users to come back to the platform. Use both transactional emails and autoresponders to get people back in.
  37. LinkedIn was successful in increasing engagement & retention using the double viral loop. Prompting users to connect/ invite during onboarding led to 16% increase in invitations sent & 41% increase in page views. Source: http://www.slideshare.net/joshelman/josh-elman-threegrowthhacksgrowconf81413
  38. Not all hypothesis & the resulting experiments result in a better conversion.
  39. So A/B Test Version b is better than a. Roll out version b. Source: Smashingmagazine
  40. Not just the landing pages and calls to action, but A/B Test product features as well.
  41. Iterate on features and use cohort analysis to track engagement/ retention/ revenue/ referral Fig Above : Twitter’s cohort shows how the product improvements resulted in an increase in the percentage of engaged users in the second month.
  42. Find your AHA Moment! Turn a visitor to a engaged user. Facebook : 7 friends in 10 days. Twitter : Follow 30 people. Zynga : Day 1 retention. Drop Box : Atleast one file in dropbox folder.
  43. Remember the mantra : Learn early, Learn often.
  44. Thank You Email me: amarnath.vannarath@gmail.com Follow me: @freaks007

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