Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

From Zero to a Million Users - Dropbox and Xobni lessons learned

248,431 views

Published on

Presented by Adam Smith (@asmith) and Drew Houston (@drewhouston)

Published in: Technology
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Neet slide...GET FUNDING NOW...Instantly send your startups pitchdeck to over 5700 of VC's and Angel's with just 1 click. Visit: Angelvisioninvestors.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks for share your idea, We have also maintain a slide side of our company CPH Graphics Media - www.clippingpathhouse.com You may visit our site will be help by any way.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dropbox referrals get 18GB $5.99.lifetime space "http://dropboxreferral.space"
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

From Zero to a Million Users - Dropbox and Xobni lessons learned

  1. 1. Zero to a Million Users<br />@drewhouston, @asmith<br />
  2. 2.
  3. 3. @drewhouston<br />(dropbox)<br />@asmith<br />(xobni)<br />
  4. 4. Summer 2006: Humble beginnings<br />
  5. 5. Xobni, Dropbox – VC-backed startups in SF<br />Both reached 2 million users in 2 years<br />2 ,000,000<br />0<br />
  6. 6.
  7. 7. Biggest risk: making something nobody wants<br />
  8. 8. Weak product-market fit cannot be <br />fixed by good marketing<br />Good marketing will not fix a bad product<br />
  9. 9. But good product will be wind at your back<br />
  10. 10. Xobni Analytics: Solved problem no one had<br />
  11. 11. Goal: product-market fit ASAP<br />
  12. 12. learn early, learn often<br />
  13. 13. Cost of change at each stage<br />Idea<br />Prototype<br />Launch<br />
  14. 14. Learning on a $0 budget: Talk to people!<br />
  15. 15. Learn without launching<br />AdWords tests<br /> Hacks: Fake landing pages, screenshots, etc.<br />
  16. 16. Dropbox’s minimum viable product:<br /> 3 min screencast on Hacker News (Apr 07)<br />
  17. 17. Simple landing page: capture interest/email address<br />
  18. 18. starting from zero<br />
  19. 19. Go where your early adopters hang out<br />
  20. 20. Private beta launch video  12,000 diggs; beta waiting list jumps from 5,000 to 75,000 in one day (Mar 2008)<br />
  21. 21. Avoid ghost towns: bootstrapping to critical mass<br />
  22. 22. Niche first, world later<br />
  23. 23. Fake it till you make it: Aardvark & simulating features that weren’t ready<br />
  24. 24. marketing: building buzz<br />
  25. 25. Tie yourself to a bigger trend<br />
  26. 26. Adam<br />Meet journalists in person. All the time.<br />
  27. 27. Journalists are really busy – come up with the angle for them.<br />
  28. 28. Media resources page on web site<br />
  29. 29. Word of mouth rule #1: have a great product<br />
  30. 30. Generate word of mouth with scarcity<br />
  31. 31. Help users generate tell their friends<br />
  32. 32. Invite screen<br /><ul><li>Facebook pictures
  33. 33. Auto-ranked
  34. 34. Outlook detection via looking at mail headers</li></ul> = FUN!<br />
  35. 35. Sex it up! Have fun!<br />
  36. 36. Inbound marketing / “social media”<br />
  37. 37. how do you get people to use your product?<br />
  38. 38. Focus: do a few things really well instead of a lot of things poorly<br />
  39. 39. Every 10% easier  50% larger audience<br />
  40. 40. Don’t make me think: No decisions  nothing to screw up<br />
  41. 41. Don’t make me read, either:Designing landing pages & signup flows<br />early beta<br /><ul><li>concise beats comprehensive
  42. 42. call out the next step
  43. 43. simple converts better</li></ul>late beta<br />
  44. 44. Hook the user first, educate over time(tours, tip emails, etc.)<br />
  45. 45. You do not see the same product your users do! (craigslist, usertesting.com)<br />
  46. 46. Make feedback painless – then iterate!<br />
  47. 47. how do you make a product that spreads itself?<br />
  48. 48. The best products turn users into evangelists<br />
  49. 49. Encouraging word-of-mouth: Referral program increased signups by 60%<br />
  50. 50. Tricks of the trade: FB & Twitter feed, emails, contact list importers <br />Trailing 30 days: 3 million invites sent<br />
  51. 51. metrics: know thy funnel<br />
  52. 52. Users<br />$$$<br />Basic funnel<br />
  53. 53. Startup Metrics for Pirates. Live it.<br />
  54. 54. Output I: know where to invest marketing $$<br />
  55. 55. Xobni finding: AdWords users don’t convert to paid BUT they refer others who do!<br />
  56. 56. Output II: allocate engineering resources between usability, engagement, & virality<br />
  57. 57. Example: user education around people search<br />
  58. 58. scaling without virality:“dollar in, dollar out” marketing<br />
  59. 59. Some markets don’t elicit virality or buzz<br />
  60. 60.
  61. 61. Netflix example<br />(numbers not exact)<br />($16 rev - $10 svc cost) per month  $6/mo <br />x 22 mo lifetime= $132<br />$40 advertising, affiliates, etc.<br />$92 lifetime gross margin/user<br />
  62. 62. a quick taste…<br />
  63. 63. example user acquisition costs<br />
  64. 64. example monthly rev per user<br />
  65. 65. example monthly churns<br />
  66. 66. example freemium conv. rates<br />
  67. 67. Thank you!<br />Questions?<br />Feel free to reach out!<br />@drewhouston - drew@dropbox.com<br />@asmith - adam.smith@xobni.com<br />

×