"A startup is a company designed to grow fast". In this talk, Adam Burmister, a Growth Engineer at Pinterest, we will survey the wide range of topics that go into designing products for explosive growth. Learn about the importance of user experience design, experimentation and measurement, on top of learning how to build and run your own growth team. For further information, visit our website at ma2017.mymagic.my. Facebook - Facebook.com/magic.cyberjaya Twitter - Twitter.com/MagicCyberjaya Instagram - Instagram.com/magic_cyberjaya/ LinkedIn - my.linkedin.com/in/magiccyberjaya YouTube - https://www.youtube.com/channel/UCIT_ihmWh5f3MCobvEwWMaA

1. Growth
Engineering.

2. EARLY LATE
AdamBurmister
WebEngineer,SanFrancisco

3. AdamBurmister
WebEngineer,SanFrancisco
EARLY LATE

8. Thenextbillion.

9. 10.
9

10. X,000,000,0001

11. X,000,000,0002

12. Monthlyactiveusers

14. WeknewweweregoingtobeatMySpacewhen
wehad45millionusers.Theyhad115million.We
justknew…
Afterallthetesting,alltheiterating,allofthis
stuff,youknowwhatthesinglebiggestthingwe
realized?Getanyindividualtosevenfriendsin10
days.Thatwasit.
ChamathPalihapitiya, SocialCapital
“

15. 100,000,000,000

16. PinsonPinterest

17. 817,000,000,000

18. Apple’smarketcap

20. Get Your Free Email at Hotmail

21. Controlgroup Treatmentgroup
Sign in with Facebook

22. Sign in with Facebook
Feeling lazy?
Controlgroup Treatmentgroup
+20% click-thru

23. Source: Chargify
Whatis
growth
eng?

24. Rebuildingtheaircraft
whilstinflight
“

28. Growthis
rocketfuel 🚀
Time
Growth
gains

30. ThingsI’velearned
aboutGrowth
Engineering

31. It’sauniquediscipline.
(I’mnotevensure
“engineering”istheright
labelforit)
GrowthEngineering

32. GROWTH ENGINEERINGMarketing
Engineering
Data Analyst
GrowthEngineering
It’sauniquediscipline.
Experiment
engineering.

33. Whatworksforothers
won’tworkforyou.
GrowthEngineering

34. It’sdatascience.
•Learnstatistics
•Experimentdesign
•Goodsegmentation
GrowthEngineering

35. Youmakewhatyou
measure.
Adam’saxioms:#1

40. Marketing/sales.
Yourlifeisaboutgains:
newusers,revenue,
marketshare.
GrowthEngineering

41. Peoplewant
1/4inchholes,
not1/4inchdrillbits.
Adam’saxioms:#2

42. Design/psychology
Onlybyunderstanding
yourusercanyoubuild
therightproductto
satisfytheirgoals.
GrowthEngineering

43. Aninchwide,
andamiledeep.
Adam’saxioms:#3
The way to succeed in a startup is not to be an expert on
startups, but to be an expert on your users and the problem
you’re solving for them.
– Paul Graham
“

44. Quickfuninterlude…

46. Engineering:
Shipsmallpieces.
Lookforsignal.
Iteratequickly.
Dounscalablework.
GrowthEngineering

47. Perfectistheenemyof
done.
Iterate!Iterate!Iterate!
Adam’saxioms:#4

48. GrowthEngineering
Retention
Engagement
Conversion
Acquisition

49. Let’svote:
GrowthorRetention

50. Howto
make
growth
bets…

51. Step1:Ideation
•Businessstakeholders
•Engineers,designers
•Customersupport
Makingbets

52. •Qualitative
•Quantitative
•Intuition
Makingbets

53. Step2:
Makebigandsmallbets.
DefineanMVE
Makingbets

54. Step3:Focusonuser
•Builduserempathy
•”1/4inchholes”
Makingbets

55. Problem Product Marketing
Theproductperson.
Makingbets

56. Usermentalmodel Product
Thegrowthapproach.
Makingbets

57. Makingbets
Step4:
Flywheel
effects

58. Step5:
Chooseyourcustomers
(Firethebadones)
Makingbets

59. Step6:
Createaspreadsheet
ofyourbets…
Makingbets

60. 1.
2.
3.
Assigncosts
PredictROI
Stackrank
Makingbets

61. Step7:
Writeexperimentdocs.
•Hypothesis
•Definesuccessmetrics
•Control/treatmentgroups
Makingbets

62. Next:
Runandmonitoryour
experiments.
Makingbets

64. ⅔
Makingbets

65. Builda
growth
machine
https://blog.ycombinator.com/growth-guide2017/

66. Whenshouldyouhirea
growthteam?
•Early(compoundingreturns)
•15+engineers
•Tiger-team
BuildingaGrowthteam

67. Yourfirsthires…
BuildingaGrowthteam

68. ProjectManager
•Hustler(notBigCo)
•Ex-founder
•Datafocused
•PMexperience
Hiring

69. Engineers
•Hustler
•Fullstackhacker
•Communicator
Hiring

70. DataScientist
•Experimentdriven
•Coder
•Communicator
Hiring

71. Alright,you’vehireda
team…nowwhat?
🚀
BuildingaGrowthteam

72. Identifypotentialgrowth
channels
•In-product
•Out-of-product
•Whoareyourbestusers,
wheredotheyhangout?
Year1

74. Toolup
•Cleandataset
•Dataanalysis
•Experimentdashboard
•Areviewprocesses
Year1

75. Tools

76. Tools

77. Establishuserresearch
•Bewareofechochambers
•Talktocustomers
•Findexpansion
Year1

78. Expectchange!
You’llconstantlybelearning,
iterating,improvingyour
toolsandprocesses
Finally…

79. Nowgo
iterate!

80. Questions?

81. Appendix

82. AnAWSreferencelog
analyticsarchitecture.
https://d0.awsstatic.com/Projects/P4113850/aws-projects_build-log-analytics-solution-on-aws.pdf