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Better Insights for Faster Growth by Sean Ellis

GROWtalks
GROWtalks

Sean Ellis was the first marketer at several notable startups, including Dropbox, LogMeIn, Lookout, Xobni and Uproar. At LogMeIn and Uproar he led marketing through the NASDAQ IPO filings. Sean is now founder and CEO of Qualaroo, a startup launched in 2011 and backed by several leading VCs.

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Better Insights for Faster Growth



     Sean Ellis
     August 22nd, 2012
     Blog: Startup-Marketing.com
     Twitter: @SeanEllis


Twitter @SeanEllis             Startup-Marketing.com     1
Startup Growth Pyramid

                                        Scale
                                       Growth

    Objectives                     Growth
                                 Preparation


                         Product/Market Fit



Twitter @SeanEllis     Startup-Marketing.com    2
Use Insights to Achieve Objectives



                     Objective                   1. Have a clear objective
                                                 2. Best insights to achieve it
                                                 3. Apply insights toexperiments
  Experiment                     Insights




Twitter @SeanEllis                          Startup-Marketing.com                  3
Objective: Product/Market Fit


                                     Scale
                                    Growth

                                Growth
                              Preparation

      Objective
                         Product/Market Fit



Twitter @SeanEllis        Startup-Marketing.com   4
Gather Product/Market Fit Insights


                                       Pre-MVP feedback (interviews)
                                                       • Verify problem exists
                                                       • Understand importance
                                                       • Any current solutions?


                                       Post-MVP feedback (surveys)
                                                       • What % “must have”?
                                                       • Why a “must have”?
                                                       • Who loves it? (filters)



Twitter @SeanEllis             Startup-Marketing.com                               5
Apply P/M Fit Insights

If weak problem validation: rethink business

Apply must-have results (Survey.io)
“How would you feel if you could no longer use [product]?”

       “Very Disappointed” Actions
       More than 40%       Focus on retention cohorts, start transitioning
       Less than 40%       Keep iterating product, positioning, and targeting




Twitter @SeanEllis               Startup-Marketing.com                          6

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Better Insights for Faster Growth by Sean Ellis

  • 1. Better Insights for Faster Growth Sean Ellis August 22nd, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllis Twitter @SeanEllis Startup-Marketing.com 1
  • 2. Startup Growth Pyramid Scale Growth Objectives Growth Preparation Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 2
  • 3. Use Insights to Achieve Objectives Objective 1. Have a clear objective 2. Best insights to achieve it 3. Apply insights toexperiments Experiment Insights Twitter @SeanEllis Startup-Marketing.com 3
  • 4. Objective: Product/Market Fit Scale Growth Growth Preparation Objective Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 4
  • 5. Gather Product/Market Fit Insights Pre-MVP feedback (interviews) • Verify problem exists • Understand importance • Any current solutions? Post-MVP feedback (surveys) • What % “must have”? • Why a “must have”? • Who loves it? (filters) Twitter @SeanEllis Startup-Marketing.com 5
  • 6. Apply P/M Fit Insights If weak problem validation: rethink business Apply must-have results (Survey.io) “How would you feel if you could no longer use [product]?” “Very Disappointed” Actions More than 40% Focus on retention cohorts, start transitioning Less than 40% Keep iterating product, positioning, and targeting Twitter @SeanEllis Startup-Marketing.com 6
  • 7. Objective: Growth Preparation Scale Growth Objective Growth Preparaton Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 7
  • 8. Growth Prep Sub-Objectives • Develop effective promise & hook • Indentify conversion issues • Identify key “aha” moments Twitter @SeanEllis Startup-Marketing.com 8
  • 9. Gather Promise & Hook Insights Questions for developing promise (email survey) • What is the primary benefit that you have received? (multiple choice survey) • Why was the benefit important? (open ended survey) Questions for developing hooks • Why did you originally sign up? (email survey) • What did you come to this site to do today? (realtime survey) Twitter @SeanEllis Startup-Marketing.com 9
  • 10. Identify Conversion Issues Example questions to ID conversion issues • Why did you register and decide not to download? (email survey) • Is there anything preventing you from [Action] today? (realtime survey) • Did you find what you were looking for on this page? (realtime survey) • Is there anything preventing you from making a purchase today? (realtime survey) Twitter @SeanEllis Startup-Marketing.com 10
  • 11. Identify Aha Moments User testing (live or online) Survey with activity filters (or query by action) • How would you feel if you could no longer use this product? (filter by actions taken) • Which of the following have you done (select all the apply)? Twitter @SeanEllis Startup-Marketing.com 11
  • 12. Apply Insights to Testing 1st UX Experiment • Combos of hooks & promise • Address conversion issues • Front load aha moments Goals • Smooth path to must-have UX • Max % that reach experience Twitter @SeanEllis Startup-Marketing.com 12
  • 13. Objective: Scaling Growth Objective Scale Growth Growth Preparation Product/Market Fit Twitter @SeanEllis Startup-Marketing.com 13
  • 14. Gather Growth Insights Example questions (Survey/Interviews 2-5) 1. How did you discover [ProductName]? (realtime survey) 2. Why did you originally decide to try [ProductName]? 3. What did you use prior to [ProductName]? 4. If [ProductName] weren’t available, what would you use instead? 5. How does [ProductName] fit into your workflow? Twitter @SeanEllis Startup-Marketing.com 14
  • 15. Apply Insights: Breakthrough • Best context to reach people? • Greenfield or switchers? • Keep engaging/experimenting Breakthrough ideas after engaging Twitter @SeanEllis Startup-Marketing.com 15
  • 16. Summary • Start with the objectives • Uncover relevant insights • Apply insights to testing Sean Ellis Blog: Startup-Marketing.com Twitter: @SeanEllis Twitter @SeanEllis Startup-Marketing.com 16

Editor's Notes

  1. Fast growing, delighted customer base? Most focus externally (hyper competitive) to drive growth Engaging your active users is your monopoly (ideally while they are thinking about your product) They can give you all the insights you need to drive sustainable growth Today I’ll share approach we used to uncover insights critical to our success at DB, LMI, EB
  2. Creating sustainably fast growing startup requires achieving several objectivesProduct love by usersEfficient conversion processEffective customer acquisition channels
  3. Move at lean startup speed through this loop