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Jumpstarting Customer Traction and Improving Your Valuation<br />Jonathan Boutelle<br />CTO, SlideShare<br />
About<br />
About<br />
SlideShare’s Traction Story<br />
1) We got a toehold<br />
We solved one persons problem<br />
PR worked for us(caveats)<br />
We had a simple explanation of what we were<br />
2) We Built a Community<br />
Things we would have used (had they been available)<br />
Facebook fan pages<br />
3) We figured out a distribution strategy<br />
Home<br />Signup / Login / Help<br />SlideShare.org<br />My favorites<br />tags<br />people<br />My slideshows<br />Edit<b...
next<br />prev<br />first<br />last<br />Slideshow details<br />Views: 65<br />This is a talk I gave about Ruby on Rails<b...
Viral Distribution<br />
Viral Loops<br />User joins service<br />15%  conversion rate<br />User opens invite<br />User sends 100 invites<br />10% ...
New Distribution Channels<br />
Paying for it<br />
4) Webecame a data-driven team<br />
Traction?<br />
Proving Traction<br />
Trust, but verify: outside numbers<br />
Quantcast<br />Alexa<br />
Google Analytics<br />Time on Site<br />Unique visitors per month<br />Page Views per month<br />Share login with potentia...
Traction Example<br />
User and content acquisition growing fast <br />16% monthly growth<br />70% monthly growth<br />35<br />From SlideShare Pi...
4.6 million monthly visitors, 11% monthly growth<br />Alexa chart for Reach : Rank - 2300<br />36<br />From SlideShare Pit...
Widget growth has picked up speed<br />50% growth in March<br />71% growth in March<br />From SlideShare Pitch Deck. March...
Money Traction vs User Traction<br />
Macro-Metrics vs Micro-Metrics<br />
Micro-Metrics<br />
Measuring acquisition: funnel conversion rates<br />
Viral loops (again)<br />User joins service<br />15% conversion rate<br />User opens invite<br />User sends (on aveage) 10...
A / B tests with google website optimizer<br />
Measuring Retention: Cohort analysis<br />
Micro-Economics<br />Gross profit per customer (Lifetime value of customer – customer acquisition cost)<br />Decreasing ch...
Becoming a metrics-driven organization<br />
Metrics (v1)<br />
Metrics (v1)<br />
#epic fail<br />
Metrics Challenges<br />Metrics are hard …<br />But not sexy<br />Need social context to be effective<br />
Metrics (v2)<br />Redacted<br />Redacted<br />
Metrics (v2)<br />Redacted        <br />
Local Maxima<br />
Why v2 works<br />Data is ergonomic<br />One number + context<br />Social context (weekly team meetings)<br />
v3<br />
What metrics to focus on?<br />
5) Some thoughts on scaling a business<br />
Use the cloud!<br />
Infrastructure as a service<br />
Think Global<br />
6)What I would have done differently<br />
Testing demand: Sell before you build<br />
Closing Thoughts<br />
Have fun out there!<br />
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  1. 1. Jumpstarting Customer Traction and Improving Your Valuation<br />Jonathan Boutelle<br />CTO, SlideShare<br />
  2. 2. About<br />
  3. 3. About<br />
  4. 4. SlideShare’s Traction Story<br />
  5. 5. 1) We got a toehold<br />
  6. 6. We solved one persons problem<br />
  7. 7. PR worked for us(caveats)<br />
  8. 8. We had a simple explanation of what we were<br />
  9. 9. 2) We Built a Community<br />
  10. 10.
  11. 11.
  12. 12.
  13. 13. Things we would have used (had they been available)<br />
  14. 14.
  15. 15. Facebook fan pages<br />
  16. 16.
  17. 17. 3) We figured out a distribution strategy<br />
  18. 18. Home<br />Signup / Login / Help<br />SlideShare.org<br />My favorites<br />tags<br />people<br />My slideshows<br />Edit<br />Delete<br />Show this if it’s <br />YOUR slideshow<br />Note: this is viewing your slideshow<br />Tags<br />Ruby<br />Rails<br />ROR<br />Etech<br />Ruby on Rails<br />By Jonathan Boutelle<br />Etech: 3/08/06<br />next<br />prev<br />first<br />last<br />
  19. 19. next<br />prev<br />first<br />last<br />Slideshow details<br />Views: 65<br />This is a talk I gave about Ruby on Rails<br />Added on 4/7/06 by jboutelle (6 slideshows, 22 favorites)<br />Tags: ruby, ror, rails<br />Slideshow Transcript:<br />1)Optimizing AJAX: by Jonathan Boutelle<br />2)How to make AJAX fast by<br />Executing faster code,<br />Running Code in advance,<br />Using new technologies<br />Note: this is just so we can use google<br />search in the beginning, instead of writing<br />Our own search.<br />
  20. 20.
  21. 21.
  22. 22. Viral Distribution<br />
  23. 23.
  24. 24. Viral Loops<br />User joins service<br />15% conversion rate<br />User opens invite<br />User sends 100 invites<br />10% open rate<br />
  25. 25.
  26. 26. New Distribution Channels<br />
  27. 27. Paying for it<br />
  28. 28. 4) Webecame a data-driven team<br />
  29. 29. Traction?<br />
  30. 30. Proving Traction<br />
  31. 31. Trust, but verify: outside numbers<br />
  32. 32. Quantcast<br />Alexa<br />
  33. 33. Google Analytics<br />Time on Site<br />Unique visitors per month<br />Page Views per month<br />Share login with potential investors<br />
  34. 34. Traction Example<br />
  35. 35. User and content acquisition growing fast <br />16% monthly growth<br />70% monthly growth<br />35<br />From SlideShare Pitch Deck. March 2008<br />
  36. 36. 4.6 million monthly visitors, 11% monthly growth<br />Alexa chart for Reach : Rank - 2300<br />36<br />From SlideShare Pitch Deck. March 2008<br />
  37. 37. Widget growth has picked up speed<br />50% growth in March<br />71% growth in March<br />From SlideShare Pitch Deck. March 2008<br />
  38. 38. Money Traction vs User Traction<br />
  39. 39. Macro-Metrics vs Micro-Metrics<br />
  40. 40. Micro-Metrics<br />
  41. 41. Measuring acquisition: funnel conversion rates<br />
  42. 42. Viral loops (again)<br />User joins service<br />15% conversion rate<br />User opens invite<br />User sends (on aveage) 100 invites<br />10% open rate<br />
  43. 43. A / B tests with google website optimizer<br />
  44. 44. Measuring Retention: Cohort analysis<br />
  45. 45. Micro-Economics<br />Gross profit per customer (Lifetime value of customer – customer acquisition cost)<br />Decreasing churn does what to LCV?<br />Increasing conversion does what to CAC? <br />
  46. 46. Becoming a metrics-driven organization<br />
  47. 47. Metrics (v1)<br />
  48. 48. Metrics (v1)<br />
  49. 49. #epic fail<br />
  50. 50. Metrics Challenges<br />Metrics are hard …<br />But not sexy<br />Need social context to be effective<br />
  51. 51. Metrics (v2)<br />Redacted<br />Redacted<br />
  52. 52. Metrics (v2)<br />Redacted <br />
  53. 53. Local Maxima<br />
  54. 54. Why v2 works<br />Data is ergonomic<br />One number + context<br />Social context (weekly team meetings)<br />
  55. 55. v3<br />
  56. 56. What metrics to focus on?<br />
  57. 57. 5) Some thoughts on scaling a business<br />
  58. 58. Use the cloud!<br />
  59. 59. Infrastructure as a service<br />
  60. 60.
  61. 61. Think Global<br />
  62. 62. 6)What I would have done differently<br />
  63. 63. Testing demand: Sell before you build<br />
  64. 64.
  65. 65.
  66. 66.
  67. 67.
  68. 68.
  69. 69.
  70. 70. Closing Thoughts<br />
  71. 71. Have fun out there!<br />

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