1. •GrowthleadersI'mdeeplygratefultofortheirideas
orforadvancingmythinkinginspecificareas:
•CreateYourBusinessModel:AshMaurya'sLean
Canvas(http://leanstack.com/LeanCanvas.pdf),which
isadaptedfromAlexOsterwalder's
BusinessModelGeneration.com
•Product/MarketFit:MarcAndreessen,SeanEllis
•Most•MostValuableCustomers:SeanEllis&Qualaroo
•EarlyBehaviorofMostValuableCustomers:Josh
Elman,NabeelHyatt
•Aha!Moment:ChamathPalihapitiya
•Virality:CarlaWhite
•OptimizeConversionFunnel:TimAsh,Marketing
Experiments,TedCooper.com,SeanEllis
•Con•ContentMarketing&SocialMedia:KISSmetrics
•User&SocialNetworks/AppStores:KISSmetrics
•ActionableAnalytics+Research:AvinashKaushik,
DaveMcClure,BrianAu,SeanEllis
•G•Growthleaderswhohaveinformedmyoverallthinking:
SteveBlank,EricRies,JimJorgensen,AndrewChen,
BronsonTaylor&GrowthHacker.TV,ErinTurner&Gagan
BiyaniandtheirGrowthHackersConference.com,Rand
Fishkin,RobWalling,Unbounce,HubSpot,Udemy,
HeatherForsythe,ScottHauswirth,AngeliqueVega,Alex
Reynolds&myentirecareergroup.
@MarkAndersen
MarketingandGrowth
Executive,Online&Mobile
www.linkedin.com/in/markdandersen MarkAndersen@CareerNav.com
Cohortanalysis
Usertesting
•Qualitativetestingjustas
importantasquantitative
•Gaininsightintotraffic
abandoningyoursitethrough
onsitesurveys(Qualaroo.com)
••Learnwherethefrictionpoints
areinformsorpages
(UserTesting.com)
•Conductfocusgroups,
one-on-oneinterviewsin-person
oroverthephone
•Analyzinggroupsof
customersovertime
•Cohortscanbebymonth
joined,productbought,
acquisitionchanneletc.;goal
istoidentifyhighestretention
rate
••Afteridentifyingmost
valuablecustomers,engineer
product&onboardingto
continuouslyimprovetheir
experience
•Virality:usersspreadingyourproducttoasmanyothers
aspossible;notasimportantasretention
•Viralcycletime:howlongittakesuserstoconvert
othersintheirnetwork
•Viralcoefficient(KValue):#ofnewuserseachexist-
ingusersuccessfullyconverts.WhenKValueis>1you
haveviralgrowth
•LifetimeNetValuebyacquisitionchannel=Lifetimerev-
enue-CustomerAcquisitionCost(CAC)
•Acquisition:gettingvisitorstoyour
site/app
•Activation:userswhosignup,haveused
theproductatleastonce&becomepaying
customers(ifthat'syourmodel)
••Engagement:%ofcustomerswhoare
activelyusingyourproduct(perday,per
month...),whichfeaturestheyinteractwith
••Retention:retainingmonetizable
customers;docohortanalysistocompare
retentionrates;increasingretentionisavital
KPI&akeyleverinincreasingLifetimeNet
Value
KeyPerformanceIndicators(KPIs)
OptimizeYourProductRoadmap,MarketingandKeyPerformanceIndicators(KPIs)
Anengagement
metricidentifying
theearlybehavior
ofyourmost
valuable
customers.It's
mostpredictiveof
futufuturesuccess
Thefirsttimeanew
userexperiences
thebenefitsofyour
coreproductvalue
Whenpeople
spreadyour
producttoas
manyotherpeople
aspossible
Optimizethe
conversionrateof
visitorsinyour
marketingfunnel
bydoingA/B
testing
Createawesome
educational&
entertainingcontent
topullinprospects.
Usesocialmediato
amplifycontent
reach&build
communitiescommunities
Amplifyinvitations,
contentsharing,
useractivity,
notifications&
growth
Testadsonad
networks,social
networks,directly
withpublishers,
in-apponmobile
CuCustomerswho
clearedyour
product/marketfit
hurdles&with
highestLifetime
NetValue;do
cohortanalysisto
identify&identify&grow
"Theon"Theonlythingthat
mattersisgettingto
product/market
fit...beinginagood
marketwitha
productthatcan
satisfythat
mamarket."
(Andreessen)
Strategicallythink
throughthe
buildingblocksof
yourbusiness
PurposeToDo
Acquisition
spend
$ $ $ $ $ $$$$ $$$$ $$$$$$
Valuefor
customers
orgrowth
phase?
Value Value Value Value Value Growth Growth Growth GrowthValue&growth
Cohort
analysis,
usertesting
orKPIs
mostlyused?
•Facebook:get
newusersto7
friendsinthefirst
10days
••Identifythe
unique,early
behaviorofyour
mostvaluable
customers&build
thatuser
experiencefor
eveveryone(Elman)
•Evaluateyour
product&
onboardingtoget
userstotheirAha!
momentasearly&
oftenaspossible
••Dousertesting
tofigureoutwhere
thefrictionisin
youronboarding
flow&optimize
throughA/B
testing
•Thegreater
yourcoreproduct
value,themore
likelyyourproduct
willgoviral
••Buildsharing
with&invitingof
friendsintoyour
product
••Useemail&
socialnetworksto
spread:Twitter,
LinkedIn...
••Positive
word-of-mouthis
key.Trackyour
NetPromoter
Score
•Optimizingyour
funnelisagreat
waytoincrease
LifetimeNetValue.
Thisshouldbedone
beforeaccelerating
acquisition
spendingspending
•Useanalyticsto
findfrictionpoints
wherepeople
abandonyour
funnel.Identify
whytheyabandon
throughuser
tetesting&online
exitsurveys
•Publicrelations
••Blog,
enewsletters,
webinars,
infographics,
whitepapers,
ebooks,video,
podcasts
••SEO
•Opt-inemail
•Publicspeaking
••Build
communitieson
socialnetworks
relevanttoyour
users:Facebook,
LinkedIn...
•Userssend
invitations&share
contentviatheir
email,phone&
socialnetworks
••APIintegrations
publishuseractivity
&notifications.
Zyngauses
Facebook'sAPI.B2B
APIs:LinkedIn,
Yammer
••SellonAppleʼs
AppStore,Google
Play,AppExchange
•SearchEngine
Marketing(SEM)
•Affiliate
marketing
••Besureyour
acquisition
channelsareat
positiveLifetime
NetValuebefore
acceleratingspend
•Whatistheir
userexperience?
•Whatbenefits
aremostimportant
tothem?
•Whatistheir
onboardingpath?
••Howdidthey
discoveryour
product?
•Whatisthe
mostvaluable
positioning?(Ellis)
•Wouldatleast
40%ofyourusers
be"verydisappoint-
ed"ifyourproduct
wastakenaway?
(Ellis)UseSurvey.io
todetermineifyour
pproductis
must-have
•Haveyou
clearedengage-
mentandretention
hurdles?
•Haveyou
clearedyourNet
PromoterScore
(NPS)hurdle?
•Try
BusinessModelGene
ration.comorthe
adaptedLean
Canvas:
•Problem
•Solution
••Uniquevalue
proposition
•Unfair
advantage
•Customer
segments
•Keymetrics
••Channels
•Coststructure
•Revenuestreams
Content
Marketing&
Social
Media
Online/
Mobile
Advertising
User&
Social
Networks/
AppStores
Product/
MarketFit
Early
Behaviorof
MostValuable
Customers
CreateYour
Business
Model
Most
Valuable
Customers
Aha!
Moment
Virality
Optimize
Conversion
Funnel
Beforeaccelerating
acquisitionspending,
achieve
•Product/MarketFit
•Conversionfunneloptimization
•Acquisitionatpositive
LifetimeNetValueLifetimeNetValueMostimportant
stepincreating
customervalue
Total
Customer
Value
GROWTHHACKINGROADMAP
MaximizetheGrowthofYourMostValuableCustomers