Andreas Ehn – Founder, Wrapp

1. VIRAL GROWTH
Nice, July 20, 2015
Andreas Ehn <ehn@a8n.se>
Twitter: @ehn

4. Sign up Share

5. Sign up Share
See
Desire
to share

6. Sign up Share
See
Desire
to share
On-ramp

7. Sign up Share
See
Desire
to share
On-ramp
Branching
factor

8. “Given that I get a new customer today, how many
new customers will they bring in over the next p days?”
Viral factor K = I・C
Cycle time p

9. K = 0.5
1 + 0.5 + 0.25 + 0.125 + … = 2
{
p

10. K = 1.1
1 + 1.1 + 1.21 + 1.331 + … = ∞

11. U(t) =U(0)⋅
K
t
p
+1
−1
K −1
K = I ⋅C

12. 0 5 10 15 20
0
50
100
150
200
K = 1.2
K = 1.1
K = 0.5

13. 0 5 10 15 20
0
100
200
300
400
500
p = 0.5
p = 1
p = 2

14. Maximize viral factor K = IC
Maximize no of invites I
Maximize conversion rate C
Minimize cycle time p

19. Win – win – win

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24. • Have content/product people want to share
• Make it easy to invite a lot of friends
• Make it easy and desirable to act on invites
• Make it easy and fast to sign up and start
inviting more users
• Measure everything, iterate fast

25. THANK YOU
Andreas Ehn <ehn@a8n.se>
Twitter: @ehn