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[GrowthHacker Conference '16] Annabell Satterfield Senior PM, Growth at BitTorrent: Engaging Customers To Find Your Next Big Growth Opportunity

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In this presentation, Annabell Satterfield, Senior PM, Growth at BitTorrent, talks about how to engage Customers To Find Your Next Big Growth Opportunity.

Watch the full video at: www.Growthhackers.com

Published in: Marketing
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[GrowthHacker Conference '16] Annabell Satterfield Senior PM, Growth at BitTorrent: Engaging Customers To Find Your Next Big Growth Opportunity

  1. 1. February 18, 2016 Annabell Satterfield Annabell Satterfield @als355
  2. 2. Annabell Satterfield @als355 Core Value Product Growth Product = delivery device for the core value This includes acquisition funnels, engagement mechanics *Consumer products
  3. 3. Annabell Satterfield @als355 Core Value Product Growth Growth-driven product culture *Andy Johns Foundational strategy set with data Beyond features Early deposits to “compounding growth” *
  4. 4. Annabell Satterfield @als355
  5. 5. Pic of client team Annabell Satterfield @als355
  6. 6. Agenda Processing data > insight with Bucketing Screening + Tradeoff decision modeling Quantify utility A/B test to maximize profit In order to: Prioritize next steps Internationalize Prioritize (paid) features Choose prices Getting from data > insights > action Annabell Satterfield @als355
  7. 7. Warning: Outcomes here are real. Most data here is not. Annabell Satterfield @als355
  8. 8. Master framework to get from Data > Insights > Action Annabell Satterfield @als355
  9. 9. Annabell Satterfield @als355
  10. 10. Work backwards. 1. Define the question Question Annabell Satterfield @als355
  11. 11. Work backwards. 1. Define the question 2. Define outcome Outcome Annabell Satterfield @als355
  12. 12. Work backwards. 1. Define the question 2. Define outcome 3. Is what I need out there? Go get it. Data Annabell Satterfield @als355
  13. 13. Work backwards. 1. Define the question 2. Define outcome 3. Is what I need out there? Go get it. 4. Process the data Process Annabell Satterfield @als355
  14. 14. Let’s take this to the streets Annabell Satterfield @als355
  15. 15. Case 1- Next steps Data: Survey Process: Bucketing Annabell Satterfield @als355
  16. 16. Question “What features will you build to drive paid app revenue?” Annabell Satterfield @als355
  17. 17. Question “What features will you build to drive paid app revenue?” Annabell Satterfield @als355
  18. 18. Question “What features will you build to drive paid app revenue?” Among these, what will drive the most paid app revenue: price testing, adding features, building awareness? Annabell Satterfield @als355
  19. 19. Outcome Annabell Satterfield @als355 Awareness Price Features #1 #3 #2 Ranked opportunities
  20. 20. Outcome Audience: Core users, top geos for paid product Pay for stuff Annabell Satterfield @als355 Awareness Price Features #1 #3 #2 Ranked opportunities
  21. 21. Data Does this data exist? No. Annabell Satterfield @als355
  22. 22. Data Does this data exist? No. Let’s go make it! Annabell Satterfield @als355
  23. 23. Data Does this data exist? No. Let’s go get it! Annabell Satterfield @als355
  24. 24. Data Annabell Satterfield @als355
  25. 25. Process Ranked opportunities Price Features Awareness #1 #2 #3 Annabell Satterfield @als355
  26. 26. +92% paid app revenue lift Annabell Satterfield @als355
  27. 27. Let’s take it to the next level. Annabell Satterfield @als355
  28. 28. Insert Page # Here Case 2- Expanding internationally: Data: External Databases, Product Data Process: Screening + Tradeoff Annabell Satterfield @als355
  29. 29. Question Which geos and languages should we prioritize? Annabell Satterfield @als355
  30. 30. Outcome #1 Country 1- Language #2 Country 2- Language #3 Country 3- Language -- #X Country X- Language Highest-potential… based on our goals. Annabell Satterfield @als355
  31. 31. Data Does this data exist? Yes! Let’s go get it! Annabell Satterfield @als355
  32. 32. Data Address these elements: Market size Likelihood to purchase/monetize Annabell Satterfield @als355
  33. 33. Data Choose your data based on those elements: Market size: Installed Android user base (all apps), Install base for the BitTorrent Desktop clients Likelihood to monetize: Relative value of mobile adverts Annabell Satterfield @als355
  34. 34. Process Choose a weighting for each: Market size: Installed Android user base [3], install base for the BitTorrent desktop clients [4] Likelihood to monetize: Value of adverts by geo [2] Annabell Satterfield @als355
  35. 35. Step 1- Screen Min Criteria 1 Min Criteria 3 Min Criteria 2 Meets all 3 Annabell Satterfield @als355
  36. 36. Step 1- Screen Mobile ad Value > $X eCPM Android User Base >ZMM BitTorrent Desktop Users >YMM *Fake list Annabell Satterfield @als355
  37. 37. Step 1- Screen Android User Base >ZMM BitTorrent Desktop Users >YMM *Fake list Mobile ad Value > $X eCPM Annabell Satterfield @als355
  38. 38. Step 2- Prioritize (Decile x (1 .. (10 Android User Base Weight) 3) .. 3) Top 90% .. 10% = 3 .. 30 = = x x Annabell Satterfield @als355
  39. 39. Step 2- Prioritize (Decile x 1 .. 10 Android User Base Weight) 3 .. 3 + Ad value Top 90% .. 10% + Desktop Users = Annabell Satterfield @als355
  40. 40. Step 2- Prioritize (Decile x 1 .. 10 Android User Base Weight) 3 .. 3 + Ad value Top 90% .. 10% + Desktop Users = Value 68 .. 90 Annabell Satterfield @als355
  41. 41. And… do your due diligence Think about re-adding: Brazil Russia India China ...others? Ordered by value…* #1 United States- English: 90 #2 Canada- English: 89 #3 Spain- Spain Spanish: 70 #4 S. Korea- Korean: 68 … *Fake list Annabell Satterfield @als355
  42. 42. Spain +93% w/w Brazil +43% Italy +32% Russia +23% Installs in high-potential geos targeted for growth with translation: Annabell Satterfield @als355
  43. 43. Case 3- [Paid] Feature Prioritization Data: Survey Process: Quantifying Utility (+ ROI analysis ) Annabell Satterfield @als355
  44. 44. Question Will more users be willing to buy Pro if we released more features? Which ones? Annabell Satterfield @als355
  45. 45. Outcome Feature #1- Utility value of X Feature #2- Utility value of Y -- Feature #N- Utility value of Z Annabell Satterfield @als355
  46. 46. Outcome Feature #1- Utility value of X Feature #2- Utility value of Y -- Feature #N- Utility value of Z Impact of new feature on likelihood to buy Audience: Core users, top geos for paid product Pay for upgrades Annabell Satterfield @als355
  47. 47. Data Does this data exist? No. Let’s go make it! Annabell Satterfield @als355
  48. 48. Remember this survey? #2 Opportunity Annabell Satterfield @als355
  49. 49. Data Annabell Satterfield @als355
  50. 50. Data Annabell Satterfield @als355
  51. 51. Data Annabell Satterfield @als355
  52. 52. Process Calculate weighted value of each feature… http://bit.ly/GHC2016 Annabell Satterfield @als355
  53. 53. Calculated weight of each Pro feature: Feature X: 5.78 Ranked #1 Feature Y: 5.59 Ranked #2 Feature Z: 5.20 Ranked #3 10+ features considered and prioritized with data… priceless Annabell Satterfield @als355
  54. 54. Outcome… Battery-Saver: +47% Daily paid Revenue Auto-shutdown: +20% Daily paid Revenue uTorrent Android- top 5 grossing (for paid upgrades] in its category in 71 geos including US, UK, CA, AU* Happy paying users * App Annie, April 2015 (before moved to desktop team) Annabell Satterfield @als355
  55. 55. Sum Case 4- Pricing Data: Experiment Process: A/B testing Annabell Satterfield @als355
  56. 56. Question What is the profit-maximizing price point for the paid app? Annabell Satterfield @als355
  57. 57. Outcome In the United States, $39.95- Profit per user $29.95- Profit per user -- $4.95- Profit per user Annabell Satterfield @als355
  58. 58. Data Does this data exist? No. Let’s go make it! Annabell Satterfield @als355
  59. 59. Process Experimentation.. … essentially, pretotyping* *Via Alberto Savoia, pretotyping.org Annabell Satterfield @als355
  60. 60. BitTorrent, Inc. | Optimizely… Only difference is price Annabell Satterfield @als355
  61. 61. BitTorrent, Inc. | Track to actual sale Annabell Satterfield @als355
  62. 62. BitTorrent, Inc. | For each: [(units x price) - (units x COGS)] impressions Annabell Satterfield @als355
  63. 63. Outcome… Hit desktop team’s 2013 paid revenue goal No change to product Annabell Satterfield @als355
  64. 64. Data>insights>action framework = a great habit to build. Annabell Satterfield @als355
  65. 65. These are not substitutes for experiments or MVPs. They inform experiments. Annabell Satterfield @als355
  66. 66. Don’t let anything keep you from being data-driven where it counts. Annabell Satterfield @als355
  67. 67. Qualitative data can fill in the gaps where other data ends. Annabell Satterfield @als355
  68. 68. Processing data > insight with Bucketing Screening + Tradeoff decision modeling Quantify utility A/B test to maximize profit In order to: Prioritize next steps Internationalize Prioritize (paid) features Choose prices These tools are multifunctional Annabell Satterfield @als355
  69. 69. Processing data > insight with Bucketing Screening + Tradeoff decision modeling Quantify utility A/B test to maximize profit You can also: Isolate problems with feedback Prioritize B2B features w/survey Develop keep/kill feature list Pretotype unbundled paid products More… These tools are multifunctional Annabell Satterfield @als355
  70. 70. Product + Growth Annabell Satterfield @als355
  71. 71. These are not substitutes for experiments or MVPs. They inform experiments. Annabell Satterfield @als355
  72. 72. Don’t let anything keep you from being data driven where it counts. Annabell Satterfield @als355
  73. 73. Qualitative data can fill in the gaps where other data ends. Annabell Satterfield @als355
  74. 74. Processing data > insight with Bucketing Screening + Tradeoff decision modeling Quantify utility A/B test to maximize profit In order to: Prioritize next steps Internationalize Prioritize (paid) features Choose prices These tools are multifunctional Annabell Satterfield @als355
  75. 75. Processing data > insight with Bucketing Screening + Tradeoff decision modeling Quantify utility A/B test to maximize profit You can also: Isolate problems with feedback Prioritize B2B features w/survey Develop keep/kill feature list Pretotype unbundled paid products More… These tools are multifunctional Annabell Satterfield @als355
  76. 76. Product + Growth Annabell Satterfield @als355
  77. 77. Annabell Satterfield @als355 Q & A Slides: http://bit.ly/GHC2016 Annabell Satterfield @als355
  78. 78. Annabell Satterfield @als355
  79. 79. Annabell Satterfield @als355
  80. 80. Annabell Satterfield @als355
  81. 81. Annabell Satterfield @als355 Bingo Talking to users Open-ended surveys OPR (OP Research) Product data Databases Product data Surveys* Experiments OPR Talking to users Databases Experiments Pretotypes Surveys* Databases *term used loosely Choose data based on what you understand about your problem…
  82. 82. Paid Feature Prioritization- how to calculate weighted value… Annabell Satterfield @als355
  83. 83. Raw data Annabell Satterfield @als355
  84. 84. Sum Annabell Satterfield @als355
  85. 85. Divide Annabell Satterfield @als355
  86. 86. Multiply Annabell Satterfield @als355
  87. 87. Sum Annabell Satterfield @als355

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