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Customer Traction

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My talk at TIECON 2010

Published in: Business

Customer Traction

  1. Jumpstarting Customer Traction and Improving Your Valuation Jonathan Boutelle CTO, SlideShare
  2. About
  3. About
  4. SlideShare’s Traction Story
  5. 1) We got a toehold
  6. We solved one persons problem
  7. PR worked for us (caveats)
  8. We had a simple explanation of what we were
  9. 2) We Built a Community
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  13. Things we would have used (had they been available)
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  15. Facebook fan pages
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  17. 3) We figured out a distribution strategy
  18. next prev first last Ruby on Rails By Jonathan Boutelle Etech: 3/08/06 SlideShare.org My slideshows My favorites Home tags people Signup / Login / Help Edit Delete Show this if it’s YOUR slideshow Note: this is viewing your slideshow Tags Ruby Rails ROR Etech
  19. Slideshow Transcript: 1)Optimizing AJAX: by Jonathan Boutelle 2)How to make AJAX fast by Executing faster code, Running Code in advance, Using new technologies next prev first last This is a talk I gave about Ruby on Rails Added on 4/7/06 by jboutelle ( 6 slideshows, 22 favorites) Slideshow details Views: 65 Tags: ruby , ror , rails Note: this is just so we can use google search in the beginning, instead of writing Our own search.
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  22. Viral Distribution
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  24. Viral Loops User joins service User sends 100 invites User opens invite 10% open rate 15% conversion rate
  25. New Distribution Channels
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  27. Paying for it
  28. 4) We became a data-driven team
  29. Traction?
  30. Proving Traction
  31. Trust, but verify: outside numbers
  32. Quantcast Alexa
  33. Google Analytics <ul><li>Time on Site </li></ul><ul><li>Unique visitors per month </li></ul><ul><li>Page Views per month </li></ul><ul><li>Share login with potential investors </li></ul>
  34. Traction Example
  35. User and content acquisition growing fast 70% monthly growth 16% monthly growth From SlideShare Pitch Deck. March 2008
  36. 4.6 million monthly visitors, 11% monthly growth Alexa chart for Reach : Rank - 2300 From SlideShare Pitch Deck. March 2008
  37. Widget growth has picked up speed 71% growth in March 50% growth in March From SlideShare Pitch Deck. March 2008
  38. Money Traction vs User Traction
  39. Macro-Metrics vs Micro-Metrics
  40. Micro-Metrics
  41. Measuring acquisition: funnel conversion rates
  42. Viral loops (again) User joins service User sends (on aveage) 100 invites User opens invite 10% open rate 15% conversion rate
  43. A / B tests with google website optimizer
  44. Measuring Retention: Cohort analysis Joined at 1st week visit 2nd week visit 3rd week visit 4th week visit 1/1/10 (4 weeks ago) 100% 60% 55% 50% 1/8/10 (3 weeks ago) 100% 65% 60% 1/15/10 (2 weeks ago) 100% 66% 1/22/10 (1 weeks ago) 100%
  45. Micro-Economics <ul><li>Gross profit per customer (Lifetime value of customer – customer acquisition cost) </li></ul><ul><li>Decreasing churn does what to LCV? </li></ul><ul><li>Increasing conversion does what to CAC? </li></ul>
  46. Becoming a metrics-driven organization
  47. Metrics (v1)
  48. Metrics (v1)
  49. #epic fail
  50. Metrics Challenges <ul><li>Metrics are hard … </li></ul><ul><li>But not sexy </li></ul><ul><li>Need social context to be effective </li></ul>
  51. Metrics (v2) Redacted Redacted
  52. Metrics (v2) Redacted
  53. Local Maxima
  54. Why v2 works <ul><li>Data is ergonomic </li></ul><ul><li>One number + context </li></ul><ul><li>Social context (weekly team meetings) </li></ul>
  55. v3
  56. What metrics to focus on?
  57. 5) Some thoughts on scaling a business
  58. Use the cloud!
  59. Infrastructure as a service
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  61. Think Global
  62. 6)What I would have done differently
  63. Testing demand: Sell before you build
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  70. Closing Thoughts
  71. Have fun out there!

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