Most of the startups go through the same
phase and face the same set of
You create a product which you think is
the best solution to a problem already
existing in the market.
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
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.
It’s important for a startup to understand
the different phases in it’s growth
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
• Problem/Solution Fit
• Product/Market Fit
• Scale Exponentially
Reference: Dave Mcclure’s pirate metrics
Always find your Product/Market fit before
Source : @andrewchen
This is what you should aim for.
Pre P/M Fit
Post P/M Fit
scale after P/M Fit?
to as many people as
Use a mix of Paid and Non-Paid Strategies
to distribute and acquire.
Use the power of
Get your Viral Loops right :
Leverage Platforms that work for your product
and identify your target audience.
Churn out world-class content your target
audience would be interested in.
•Builds natural links
•Increases your online authority
•Opens up your product/ service to a large audience
“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.
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
Connect with Influencers
E-books, Guides and White papers
Presentations & Slideshare ( Traffic, SEO)
SEO done right.
Use Paid Channels
Keep a check, @LTV = 3*CPA
What do I do
Optimize for conversions in each stage.
Get this fixed first.
If conversions from visits to sign up is low. Fix
A small landing page tweak helped cloudsponge
increase conversion by 33%
If Activation is low, work on user onboarding.
Twitter has a step-by-step onboarding Process. Makes
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.
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.
LinkedIn was successful in increasing
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.
Not all hypothesis & the resulting experiments
result in a better conversion.
Version b is better than a. Roll out version b.
Not just the landing pages and calls to
action, but A/B Test product features as
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
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.
Remember the mantra : Learn early, Learn