How	  to	  listen	  to	  your	  users	  and	  why	  it’s	  the	  most	  import	  part	          of	  entrepreneurship	  	 ...
Limited	  Life	  Experience	   +	  Overgeneraliza>on	                =	             Advice	               -­‐-­‐	  Paul	  ...
Caveat:	  I	  don’t	  know	  what	  I’m	             talking	  about.	  
Our	  Story	  
‘06	  ‘07	  ‘08	  ‘09	  
Our	  Story	  
Oct	  2009	         Oct	  2011	     50-­‐100	  	      3000-­‐4000	  visitors/day	        visitors/day	  
Listening	  to	  your	  users	  
1.	  Very	  early	  stage	  	  Product:	  barely	  	  	  Users:	  None	  
“My	  Idea	  is	  great!”	  
No,	  it	  isn’t.	  
Our	  Story	  
Our	  Story	  
Our	  Story	  
Find	  10	  users.	  
Use	  Mocks	  
What	  problem	  are	  you	  solving?	  
When/how	  would	  they	  use	  it?	  
How	  would	  they	  find	  out	  about	                    it?	  
1.	  Very	  early	  stage	  2.	  Beta	  	  Product:	  basic	  	  	  Users:	  handful	  
Analy>cs	  are	  not	  important.	  
Talk	  to	  them	  
Sell	  early	  and	  oden	  
Sell	  it	  yourself	  
Don’t	  hire	  this	  un>l	  you	  see	  it	  in	  the	  mirror.	  
7	  months	  	                        1	  month	               1	  day	  Time	  to	  first	  paying	  customer	  
Take	  the	  right	  shortcuts	  
Don’t	  worry	  about	  scaling	  
Scaling	  isn’t	  just	  about	  engineering	  
Talk	  to	  your	  users	  when	  they	  leave	  
Current	  plan:	  Silver	  To	  modify	  your	  subscrip8on	  send	  us	  a	  note	  at	  support@op8mizely.com	  
1.	  Very	  early	  stage	  2.	  Beta	  	  3.	  Growth	  Product:	  Polish	  	  	  Users:	  Growing	  
Analy>cs	  maher	  now	  
Google	  Analy>cs	    Kissmetrics	       Flurry	    Kontagent	  
Always	  be	  tes>ng	  
Media	  Bu>on	  
Splash	  page	  experiment	     Varia8ons:	           Bu>on:	                          Media:	  	                 1.  Sign...
Bu>on:	  “Sign	  Up”	  
Bu>on:	  “Learn	  More”	  
Bu>on:	  “Join	  Us	  Now”	  
Bu>on:	  “Sign	  Up	  Now”	  
Splash	  page	  experiment	     Varia8ons:	           Bu>on:	                          Media:	  	                 1.  Sign...
Media:	  “Get	  Involved”	  
Media:	  “Family”	  
Media:	  “Change”	  
Media:	  “Barack’s	  Video”	  
Media:	  “Springfield	  Video”	  
Media:	  “Sam’s	  Video”	  
Splash	  page	  experiment	     Varia8ons:	           Bu>on:	                          Media:	  	                 1.  Sign...
Splash	  page	  experiment	     Varia8ons:	           Bu>on:	                          Media:	  	                 1.  Sign...
Splash	  page	  experiment	  results	  
Splash	  page	  experiment	  results	  
Splash	  page	  experiment	  results	  
Splash	  page	  experiment	  results	                       Email                                     Volunteers	   Amount...
Splash	  page	  experiment	  results	                       Email                                     Volunteers	   Amount...
Splash	  page	  experiment	  results	                       Email                                     Volunteers	   Amount...
1.	  Very	  early	  stage	  2.	  Beta	  	  3.	  Growth	  4.	  Success	  Product:	  Great	  	  	  Users:	  Loads.	  
Good	  work;	  you	  listened	  to	  your	                    users.	  
Fin.	  pete@op>mizely.com	  
Pete koomen   listening to your visitors
Pete koomen   listening to your visitors
Pete koomen   listening to your visitors
Pete koomen   listening to your visitors
Pete koomen   listening to your visitors
Pete koomen   listening to your visitors
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Pete koomen listening to your visitors

  1. 1. How  to  listen  to  your  users  and  why  it’s  the  most  import  part   of  entrepreneurship     Pete  Koomen  
  2. 2. Limited  Life  Experience   +  Overgeneraliza>on   =   Advice   -­‐-­‐  Paul  Buchheit  
  3. 3. Caveat:  I  don’t  know  what  I’m   talking  about.  
  4. 4. Our  Story  
  5. 5. ‘06  ‘07  ‘08  ‘09  
  6. 6. Our  Story  
  7. 7. Oct  2009   Oct  2011   50-­‐100     3000-­‐4000  visitors/day   visitors/day  
  8. 8. Listening  to  your  users  
  9. 9. 1.  Very  early  stage    Product:  barely      Users:  None  
  10. 10. “My  Idea  is  great!”  
  11. 11. No,  it  isn’t.  
  12. 12. Our  Story  
  13. 13. Our  Story  
  14. 14. Our  Story  
  15. 15. Find  10  users.  
  16. 16. Use  Mocks  
  17. 17. What  problem  are  you  solving?  
  18. 18. When/how  would  they  use  it?  
  19. 19. How  would  they  find  out  about   it?  
  20. 20. 1.  Very  early  stage  2.  Beta    Product:  basic      Users:  handful  
  21. 21. Analy>cs  are  not  important.  
  22. 22. Talk  to  them  
  23. 23. Sell  early  and  oden  
  24. 24. Sell  it  yourself  
  25. 25. Don’t  hire  this  un>l  you  see  it  in  the  mirror.  
  26. 26. 7  months     1  month   1  day  Time  to  first  paying  customer  
  27. 27. Take  the  right  shortcuts  
  28. 28. Don’t  worry  about  scaling  
  29. 29. Scaling  isn’t  just  about  engineering  
  30. 30. Talk  to  your  users  when  they  leave  
  31. 31. Current  plan:  Silver  To  modify  your  subscrip8on  send  us  a  note  at  support@op8mizely.com  
  32. 32. 1.  Very  early  stage  2.  Beta    3.  Growth  Product:  Polish      Users:  Growing  
  33. 33. Analy>cs  maher  now  
  34. 34. Google  Analy>cs   Kissmetrics   Flurry   Kontagent  
  35. 35. Always  be  tes>ng  
  36. 36. Media  Bu>on  
  37. 37. Splash  page  experiment   Varia8ons:   Bu>on:   Media:     1.  Sign  Up   1.  et  Involved  Image   G 2.  Learn  More   2.  amily  Image   F 3.  Join  Us  Now   3.  hange  Image   C 4.  Sign  Up  Now   4.  arack’s  Video   B 5.  pringfield  Video   S 6.  am’s  Video   S
  38. 38. Bu>on:  “Sign  Up”  
  39. 39. Bu>on:  “Learn  More”  
  40. 40. Bu>on:  “Join  Us  Now”  
  41. 41. Bu>on:  “Sign  Up  Now”  
  42. 42. Splash  page  experiment   Varia8ons:   Bu>on:   Media:     1.  Sign  Up   1.  et  Involved  Image   G 2.  Learn  More   2.  amily  Image   F 3.  Join  Us  Now   3.  hange  Image   C 4.  Sign  Up  Now   4.  arack’s  Video   B 5.  pringfield  Video   S 6.  am’s  Video   S
  43. 43. Media:  “Get  Involved”  
  44. 44. Media:  “Family”  
  45. 45. Media:  “Change”  
  46. 46. Media:  “Barack’s  Video”  
  47. 47. Media:  “Springfield  Video”  
  48. 48. Media:  “Sam’s  Video”  
  49. 49. Splash  page  experiment   Varia8ons:   Bu>on:   Media:     1.  Sign  Up   1.  et  Involved  Image   G 2.  Learn  More   2.  amily  Image   F 3.  Join  Us  Now   3.  hange  Image   C 4.  Sign  Up  Now   4.  arack’s  Video   B 5.  pringfield  Video   S 6.  am’s  Video   S
  50. 50. Splash  page  experiment   Varia8ons:   Bu>on:   Media:     1.  Sign  Up   1.  et  Involved  Image   G 2.  Learn  More   2.  amily  Image   F 3.  Join  Us  Now   3.  hange  Image   C 4.  Sign  Up  Now   4.  arack’s  Video   B 5.  pringfield  Video   S 6.  am’s  Video   S
  51. 51. Splash  page  experiment  results  
  52. 52. Splash  page  experiment  results  
  53. 53. Splash  page  experiment  results  
  54. 54. Splash  page  experiment  results   Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000
  55. 55. Splash  page  experiment  results   Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000
  56. 56. Splash  page  experiment  results   Email Volunteers Amount Raised Subscriptions Original: 7,120,000 712,000 $143,000,000 +40.6% +2,880,000 +288,000 +$57,000,000 New: 10,000,000 1,000,000 $200,000,000
  57. 57. 1.  Very  early  stage  2.  Beta    3.  Growth  4.  Success  Product:  Great      Users:  Loads.  
  58. 58. Good  work;  you  listened  to  your   users.  
  59. 59. Fin.  pete@op>mizely.com  

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