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User Growth for your App - PhoneGap Day Europe 2015

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In 1978 Dr. James Justin work a book called Chase, Chance & Creativity where he talks about the 4 types of "chance's" a researcher might find. This can be directly applied to any type of work that is based on creativity, it can be applied on how to find growth for your app. We will explain it with some cool use case's.

Published in: Mobile

User Growth for your App - PhoneGap Day Europe 2015

  1. 1. Luck + Motion: User Growth for your App
  2. 2. 6+ years Business Development & 10+ Marketing Online; 4+ user acquisition for mobile apps. Research & Development at Nearsoft Inc User Growth at Mapillary AB Claudio Cossio - @ccossio
  3. 3. Luck Something fortuitous that happens unpredictably without discernible human intention.
  4. 4. Dr. James H. Austin
  5. 5. Luck He conclude’s that chance is immune from human interventions.
  6. 6. Chance/Luck There are 4 types of luck and they are influenced by: - Motor exploratory activity - Sensory receptivity
  7. 7. Chance #1 The good luck that occurs completely accidental.
  8. 8. Chance #2 Luck that occurs completely accidental with the added factor of motion
  9. 9. Chance #2 This type of luck is generated through your hustle, sweat & tears
  10. 10. It is imperative to know how to distinguish motion from progress. Tip
  11. 11. 1) Set 2 or 3 bi-weekly KPI’s 2) Establish what you want to learn from them 3) Actionable results from that analysis Have a clear hypothesis on WHERE the engagement is going to happen Tip
  12. 12. “Keep on going and chances are you will stumble on something, perhaps when you are least expecting it” Charles Kettering
  13. 13. Chance #3 It will be overlooked by everyone except by that 1 person uniquely equipped for that opportunity.
  14. 14. Tip Observe it (Analysis), visualize it conceptually (UX experience), and fully grasp its significance (Output).
  15. 15. Luck smiles to the prepared mind Louis Pasteur
  16. 16. Chance #4 An active, but unintentional, subtle prompting of luck. Favoring the individualized action.
  17. 17. Unluck Luck runs out if you keep stirring up things so that random elements can combine, by virtue of you and their inherent affinities
  18. 18. Unluck You think you know what will work
  19. 19. Unluck 60-70% guess isn't much better than flipping a coin
  20. 20. Distinctive types Chance #1 - impersonal and cannot be influenced Chance #2 - favors those who are constantly curious
  21. 21. Chance #3 - smiles to those with some secret knowledge & skills to tackle the opportunity Chance #4 - evolves around eccentric personalities, specific lifestyle & exploratory activity Distinctive types
  22. 22. Let’s Rock & Roll
  23. 23. Your first users
  24. 24. Chance #1 The user BUMPS into your app
  25. 25. Chance #1 Put content where your audience meets: • Messaging - slack/snapchat • Video • Reedit / Hackernews • Meerkat / Periscope ?
  26. 26. Chance #1 Early Adopters / First Users: • Message that connects with their peers. • Immediate benefit. • Social proof & something to “show off”.
  27. 27. Dave McClure - @davemcclure “Get them laid, get them paid and get them made.”
  28. 28. Chance #2 Word of mouth, recommended by your network
  29. 29. Chance #2 You have to package it: • Benefit to the people that recommends it. • 2x benefit to the person that signs up. • Money talks. • Understand the “type” of benefit they <3.
  30. 30. Chance #2
  31. 31. Chance #2 Understand the characteristics of the user: • Find the user who wants to explore & experiment. • Permanent curiosity. • Replicate the effort.
  32. 32. Growth stage
  33. 33. Chance #3 Generating community
  34. 34. Chance #3 Kickstart the community: • What is the seed of your vision. • Previews of your new release. • Show progress and not only movement. • Message around the core utility.
  35. 35. Chance #3
  36. 36. Chance #3 This happens when people understand what you do & this generates value for them but also their network.
  37. 37. Chance #3
  38. 38. Chance #3 VALUE CONSISTENCY GENEROSITY EVOLUTION
  39. 39. This is what you built What the user does with it
  40. 40. Thank you! dankjewel! Questions?
  41. 41. @ccossio http://nearsoft.com/join-us/

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