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.

SaaS products aren't viral

111,109 views

Published on

Published in: Technology

SaaS products aren't viral

  1. SaaS productsaren’t viral**usually
  2. “How do I go viral?”Going viral = Sustained exponential growth curve with zero cost of acquisition, not just a marketing stunt
  3. You can’t.
  4. (usually)
  5. “Why not?”
  6. Viral growth, theanalytical way.
  7. 1000 new users20% send out invites10 invites sent per user50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
  8. 1000 new users30% connect to Twitter20% tweet your link100 average followers per user1% tweet CTR20% sign up= 12 new users sign upViral factor = 12/1000 = ~0.01
  9. 0.01 is a waste of time.300022501500 750 0 1 2 3 4 5 6 7 8 9 10 Viral factor 0 Viral factor 0.01
  10. “How do I go viral?”
  11. 100X
  12. 100X* *you’ll never get there
  13. 1000 new users20% send out invites10 invites sent50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
  14. Not a feature. Not an incentive. Not after purchase. Not just once.Something everybody does, every day, that makes ahigh-frequency, high-retention product even better.
  15. 1000 new users20% send out invites10 invites sent50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
  16. Targets extroverts. Anyone can use it. The more the merrier.Sharing/communication. Utility + One job title = Fail.
  17. 1000 new users20% send out invites10 invites sent50% of emails are opened5% click through20% sign up= 10 new users sign upViral factor = 10/1000 = 0.01
  18. “Law of shitty CTRs" Year CTR 1994 78% Hotwired.com 2011 0.05% Facebook
  19. New channel.Compelling pitch.Low competition.Highly optimized.
  20. Product/market fit. Daily usage. High retention. Share files.Already growing fast. <1 viral factor.
  21. ...
  22. “What about me?”
  23. You’ve already chosen.
  24. Based on your product:1. Don’t bother2. Or, drive down CAC3. Or, go for it**probably not
  25. Andrew Chen voodoo@gmail.com @andrewchen http://andrewchen.co

×