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Startup = Growth 
Page 1
Startup? 
A startup is a company designed to grow fast. 
Being newly founded does not in itself make a company a startup. 
Nor is it necessary for a startup to work on technology 
http://www.paulgraham.com/growth.html 
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Croissance 
The best thing to measure the growth rate of is revenue. 
The next best, for startups that aren't charging initially, is active users. 
Page 3
Croissance exponentielle 
Une startup qui génère 1 000$ / mois atteindra … 
Page 4 
Taux de croissance hebdo. Valeur dans 4 ans 
1 % 7 900 $ / mois 
5 % 25 millions $ / mois
Page 5
Page 6 
One day [in 2005] I took Mark into a conference room and told him I had a genius idea. 
We needed to make money at Facebook to be a “real” business ... 
Mark pushed back. On a whiteboard he wrote the word, “GROWTH.” 
He proclaimed he would not entertain ANY idea 
unless it helped Facebook grow by total number of “users.” 
http://www.fastcompany.com/3033427/hit-the-ground-running/what-happens-after-you- 
get-shot-down-by-mark-zuckerberg
Page 7 
Facebook ... started off with a maximum user base of 10,000 Ivy League students. 
After growing like wildfire, it opened up registration to all universities, then to high school 
students, then to the world. 
http://venturebeat.com/2014/10/09/how-peter-thiel-teaches-stanford-students-to-create- 
billion-dollar-monopolies-in-3-quotes/
Page 8
Page 9 
On Quora, the founders simply answered and asked lots of questions 
under their own profiles. 
But the reddit approach was a bit more interesting. Instead of just using their own accounts, the 
founders would create fake users to make it look like there were multiple people submitting links. 
Their 'submit link' form featured a third slot: "Username". 
...it took several months until they didn’t have to submit content themselves 
to fill up the front page. 
http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- 
acquired-their-first-users
Page 10 
They also focused on keeping everybody in the same place in the beginning. 
reddit had no subreddits, and Quora was mostly focused on technology. Instead of having users 
spread out, everyone was in the same place- making the community feel bigger than it was. 
http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- 
acquired-their-first-users
Page 11
Pour obtenir du financement, ils ont acheté une tonne de boites de céréales qu’ils vendaient 40$ 
Page 12 
durant les élections. Ils ont ramassé 30 000$. 
http://growthhackers.com/companies/airbnb/
Page 13 
Spammer Craigslist pour acquérir les premiers utilisateurs: 
I am emailing you because you have one of the nicest listings in 
Craigslist in the Tahoe area, and I want to recommend you feature it 
to one of the largest vacation rental marketplaces on the web, Airbnb. 
The site already has 3,000,000 page views a month! 
Check it out here: http://www.airbnb.com 
-Dill J. 
http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- 
acquired-their-first-users
Page 14 
Airbnb was able to build a bot to visit Craigslist, snag a unique URL, input the listing info, and 
forward the URL to the user for publishing 
http://growthhackers.com/companies/airbnb/
Page 15 
Quand ils faisaient 200$ / mois, il se sont rendus compte que 
les 40 propriétés sur le site avaient de mauvaises photos. 
The founders grabbed a camera and flew to New York, and began replacing 
the early photographs with great, detailed ones. 
Ils ont doublé leurs revenus en moins d’une semaine. 
Ils prennaient aussi des appels de clients toute la journée. 
http://kirjonen.me/the-story-behind-airbnbs-success/
Page 16
Page 17
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The app did a great job at taking the tired concept of dating online and re-doing it completely. 
Instead of directories of people and search, you simply have a person's image appear, and you 
swipe left or right. 
The double opt-in feature helped with the problem that lots of users have on traditional dating 
websites: if you are an attractive female, you're swamped with messages. If you're a guy who isn't 
having a lot of luck on the website, most of your messages go unanswered. 
http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- 
acquired-their-first-users
Page 19 
Tinder also started locally. 
Having 50 users in a small space is a lot better for this kind of app than having 5000 spread out 
users. 
Tinder threw exclusive parties at USC. To enter, you had to install Tinder on your phone.
Page 20
Page 21
Page 22
The most significant contributor to WhatsApp’s impressive growth curve is the fact that the app is 
Page 23 
an exponentially more affordable alternative to SMS and MMS messaging. 
From the very beginning they worked hard to ensure that WhatsApp worked for as many people 
as possible, which meant making the app work across platforms and available on a wide range of 
devices—even very old, so-called “dumb” ones—and operating systems. 
http://growthhackers.com/companies/whatsapp/
In Singapore, for example, some users were limited to just 100 texts per month, while the Indian 
government restricted texts to just 10 a day during certain holidays. WhatsApp not only helped 
Page 24 
users to work around these restrictions, but to do so at a much lower cost. 
Group chat in particular was huge among younger users ... these group features amplified viral 
growth, going beyond 1-to-1 connections of typical texting to one-to-many.
Page 25
Dropbox a essayé la publicité mais rien ne fonctionnait jusqu’à ce que le fondateur crée un vidéo 
de démo, destiné à la communauté Digg. “It was full of inside jokes, and quickly got voted to the 
Page 26 
top of Digg. By the next day, they had 70,000 new signups.” 
Dropbox ran an extensive campaign during which you could share the service on Facebook 
and Twitter for an additional 128MB of space ... and lead to 2.8 million invitations 
being sent during the first 30 days. 
http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- 
acquired-their-first-users
Page 27
Page 28 
Uber set out to reimagine the entire experience to make it seamless and enjoyable across the 
board... from mobile hailing, seamless payments, better cars, to no tips and driver ratings. 
Event sponsorship. Uber was highly active at local-area tech and venture capital events and 
provided free rides to attendees. 
Uber knew that these attendees were well connected and highly likely to share their experiences 
with friends, tech press, and social media audiences after trying Uber. 
http://growthhackers.com/companies/uber/
Page 29
Autres exemples 
Page 30
Page 31 
PayPal a acheté des items sur eBay en demandant au vendeur s’il acceptait PayPal. 
Groupon ont commencé aussi petit que possible. Leur première campagne a été d’offrir la pizza 
du restaurant de leur édifice à 50% de rabais aux personnes travaillant dans l’édifice. Leurs 500 
premiers utilisateurs viennent de là! 
LinkedIn a commencé à Sillicon Valley et une série de stratégies lui a permis de croitre 
rapidement: People you may know, présentation des connexions des connexions, …
Page 32 
Evernote, Frank & Oak, Google Inbox ont commencé avec un modèle sur invitation. 
“We never thought of the closed beta as a marketing exercise. We were frankly terrified that 
everything would crash all the time.” -Evernote 
Yelp While earlier review sites sat and waited for anonymous reviews to come in, Yelp focused on 
building a network of reviewers with profiles, friends, and accolades.
Conclusions 
• Créer quelque chose que les gens veulent = word of mouth! 
• Commencer petit et local 
• Les entreprises qui servent deux clientèles doivent créer un « inventaire » initial 
• Fake it till you make it 
• Do things that don’t scale 
• Focus sur la qualité 
Page 33
Page 34 
Lunch and Learn du 6 novembre 
@bquimper

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Stratégies de croissance pour startups

  • 2. Startup? A startup is a company designed to grow fast. Being newly founded does not in itself make a company a startup. Nor is it necessary for a startup to work on technology http://www.paulgraham.com/growth.html Page 2
  • 3. Croissance The best thing to measure the growth rate of is revenue. The next best, for startups that aren't charging initially, is active users. Page 3
  • 4. Croissance exponentielle Une startup qui génère 1 000$ / mois atteindra … Page 4 Taux de croissance hebdo. Valeur dans 4 ans 1 % 7 900 $ / mois 5 % 25 millions $ / mois
  • 6. Page 6 One day [in 2005] I took Mark into a conference room and told him I had a genius idea. We needed to make money at Facebook to be a “real” business ... Mark pushed back. On a whiteboard he wrote the word, “GROWTH.” He proclaimed he would not entertain ANY idea unless it helped Facebook grow by total number of “users.” http://www.fastcompany.com/3033427/hit-the-ground-running/what-happens-after-you- get-shot-down-by-mark-zuckerberg
  • 7. Page 7 Facebook ... started off with a maximum user base of 10,000 Ivy League students. After growing like wildfire, it opened up registration to all universities, then to high school students, then to the world. http://venturebeat.com/2014/10/09/how-peter-thiel-teaches-stanford-students-to-create- billion-dollar-monopolies-in-3-quotes/
  • 9. Page 9 On Quora, the founders simply answered and asked lots of questions under their own profiles. But the reddit approach was a bit more interesting. Instead of just using their own accounts, the founders would create fake users to make it look like there were multiple people submitting links. Their 'submit link' form featured a third slot: "Username". ...it took several months until they didn’t have to submit content themselves to fill up the front page. http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- acquired-their-first-users
  • 10. Page 10 They also focused on keeping everybody in the same place in the beginning. reddit had no subreddits, and Quora was mostly focused on technology. Instead of having users spread out, everyone was in the same place- making the community feel bigger than it was. http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- acquired-their-first-users
  • 12. Pour obtenir du financement, ils ont acheté une tonne de boites de céréales qu’ils vendaient 40$ Page 12 durant les élections. Ils ont ramassé 30 000$. http://growthhackers.com/companies/airbnb/
  • 13. Page 13 Spammer Craigslist pour acquérir les premiers utilisateurs: I am emailing you because you have one of the nicest listings in Craigslist in the Tahoe area, and I want to recommend you feature it to one of the largest vacation rental marketplaces on the web, Airbnb. The site already has 3,000,000 page views a month! Check it out here: http://www.airbnb.com -Dill J. http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- acquired-their-first-users
  • 14. Page 14 Airbnb was able to build a bot to visit Craigslist, snag a unique URL, input the listing info, and forward the URL to the user for publishing http://growthhackers.com/companies/airbnb/
  • 15. Page 15 Quand ils faisaient 200$ / mois, il se sont rendus compte que les 40 propriétés sur le site avaient de mauvaises photos. The founders grabbed a camera and flew to New York, and began replacing the early photographs with great, detailed ones. Ils ont doublé leurs revenus en moins d’une semaine. Ils prennaient aussi des appels de clients toute la journée. http://kirjonen.me/the-story-behind-airbnbs-success/
  • 18. Page 18 The app did a great job at taking the tired concept of dating online and re-doing it completely. Instead of directories of people and search, you simply have a person's image appear, and you swipe left or right. The double opt-in feature helped with the problem that lots of users have on traditional dating websites: if you are an attractive female, you're swamped with messages. If you're a guy who isn't having a lot of luck on the website, most of your messages go unanswered. http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- acquired-their-first-users
  • 19. Page 19 Tinder also started locally. Having 50 users in a small space is a lot better for this kind of app than having 5000 spread out users. Tinder threw exclusive parties at USC. To enter, you had to install Tinder on your phone.
  • 23. The most significant contributor to WhatsApp’s impressive growth curve is the fact that the app is Page 23 an exponentially more affordable alternative to SMS and MMS messaging. From the very beginning they worked hard to ensure that WhatsApp worked for as many people as possible, which meant making the app work across platforms and available on a wide range of devices—even very old, so-called “dumb” ones—and operating systems. http://growthhackers.com/companies/whatsapp/
  • 24. In Singapore, for example, some users were limited to just 100 texts per month, while the Indian government restricted texts to just 10 a day during certain holidays. WhatsApp not only helped Page 24 users to work around these restrictions, but to do so at a much lower cost. Group chat in particular was huge among younger users ... these group features amplified viral growth, going beyond 1-to-1 connections of typical texting to one-to-many.
  • 26. Dropbox a essayé la publicité mais rien ne fonctionnait jusqu’à ce que le fondateur crée un vidéo de démo, destiné à la communauté Digg. “It was full of inside jokes, and quickly got voted to the Page 26 top of Digg. By the next day, they had 70,000 new signups.” Dropbox ran an extensive campaign during which you could share the service on Facebook and Twitter for an additional 128MB of space ... and lead to 2.8 million invitations being sent during the first 30 days. http://learn.onevest.com/tutorial/4019487832455251569/how-dropbox-airbnb-and-others- acquired-their-first-users
  • 28. Page 28 Uber set out to reimagine the entire experience to make it seamless and enjoyable across the board... from mobile hailing, seamless payments, better cars, to no tips and driver ratings. Event sponsorship. Uber was highly active at local-area tech and venture capital events and provided free rides to attendees. Uber knew that these attendees were well connected and highly likely to share their experiences with friends, tech press, and social media audiences after trying Uber. http://growthhackers.com/companies/uber/
  • 31. Page 31 PayPal a acheté des items sur eBay en demandant au vendeur s’il acceptait PayPal. Groupon ont commencé aussi petit que possible. Leur première campagne a été d’offrir la pizza du restaurant de leur édifice à 50% de rabais aux personnes travaillant dans l’édifice. Leurs 500 premiers utilisateurs viennent de là! LinkedIn a commencé à Sillicon Valley et une série de stratégies lui a permis de croitre rapidement: People you may know, présentation des connexions des connexions, …
  • 32. Page 32 Evernote, Frank & Oak, Google Inbox ont commencé avec un modèle sur invitation. “We never thought of the closed beta as a marketing exercise. We were frankly terrified that everything would crash all the time.” -Evernote Yelp While earlier review sites sat and waited for anonymous reviews to come in, Yelp focused on building a network of reviewers with profiles, friends, and accolades.
  • 33. Conclusions • Créer quelque chose que les gens veulent = word of mouth! • Commencer petit et local • Les entreprises qui servent deux clientèles doivent créer un « inventaire » initial • Fake it till you make it • Do things that don’t scale • Focus sur la qualité Page 33
  • 34. Page 34 Lunch and Learn du 6 novembre @bquimper