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[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More

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Gustaf Alströmer, Growth Product Manager, Airbnb

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[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More

  1. Growth at Airbnb August 7, 2014, Gustaf Alstromer
  2. Accelerate Awareness ! Drive Conversion
  3. Why Growth?
  4. Most of our users haven’t signed up yet
  5. Philosophy 1. Our users tell the story better that we do 2. We never compromise on user experience 3. No tricks
  6. Nights booked growth 2009 2010 2011 2012 2013
  7. Few features are touching non-users
  8. Airbnb Product-few things touch non-users • Last-minute booking • Resolutions Tool • Photo Tool • Lantern • Help Center • Product Email • Referrals • Homepage • Booking flow • Calendar • Managed Listing • Search • Wish-list • Dashboard • Neighborhoods • Groups • Your reservations • Account • List Your Space • Messaging • Check-in • Reviews • Listing page • Verified ID • Privacy Settings • Marketing Emails • Profile • References • Account • Mobile web • Blog • Stories • Hospitality
  9. Referrals
  10. Referrals 1.0
  11. Referrals 1.0
  12. Forecast Assumptions Good Better Best Current Monthly Active Users * Sending Invites 1% 5% 10% - Invitees Per Inviter 5 10 15 - Conversion Rate to New User 15% 30% 45% - Conversion Rate to New Guest 1% 5% 10% - Conversion Rate to New Host 1% 3% 5% - Revenue Impact Potential x 20x better than “Good” 90x better than “Good”
  13. Referrals/Invites as share of new users (2013) 55%******** 55%****** 35%***** 25%**** *%Airbnb
  14. Referrals 2.0-Shipping
  15. Growth Offsite
  16. Work • 5 people full time with much borrowed help • 3 months • 30k lines of code • Growth became largest outside contributor to mobile apps
  17. Growth Offsite Launch
  18. On Web, iOS and Android simultaneously
  19. Web
  20. Email
  21. Recommended Contacts
  22. Mobile
  23. Tracking-instrumented from day 1
  24. Impact
  25. Hundreds of thousands of booked nights by referred users in 2014
  26. How do referred users perform?
  27. Better User Metrics (Median) % Change Guest Bookings + 13% Hosts Bookings + 146% Referrals Sent + 264% Referrals Became Users + 497% Referrals Became Guests + 489%
  28. Forecast Assumptions Good Better Best Current Monthly Active Users * Sending Invites 1% 5% 10% - Invitees Per Inviter 5 10 15 - Conversion Rate to New User 15% 30% 45% - Conversion Rate to New Guest 1% 5% 10% - Conversion Rate to New Host 1% 3% 5% - Revenue Impact Potential x 20x better than “Good” 90x better than “Good”
  29. Thank you! gustaf.alstromer@airbnb.com http://twitter.com/gustaf

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