1. April 15, 2015
Thoughts on Growth
Josh Elman @joshelman

2. Josh Elman

3. Growth circa 1995

4. Growth today

5. Growth today

6. Josh Elman @joshelman , Greylock @greylockvc
Growth Key Questions
6
1. Problem: what do people want?
2. Inception: how do we make them aware?
3. Adoption: how can we get them going?
4. Retention: how does it become a habit?
Josh Elman @joshelman , Greylock @greylockvc

7. credit: wwarby on Flickr
Measure the things
that matter

14. Someone who Tweets?
Someone who wants to
stay up to date withfriends?
Someone who cares
about realtime news?
Someone who wants to
know what’s happening
in their world
Someone who wants to tell everyone
what they had for breakfast
Someone who wants to
know what their friends
had for breakfast

15. Our mission: instantly connect people everywhere
to what’s most meaningful to them.
Feb 14, 2011 from Barcelona, Spain
@dickc Dick Costolo

17. credit: wwarby on Flickr
Measure the things
that matter

18. Viral Invites

19. SEO

20. Social

21. PR

22. PR

23. In Person

26. Josh Elman @joshelman , Greylock @greylockvc
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27. Josh Elman @joshelman , Greylock @greylockvc
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28. Josh Elman @joshelman , Greylock @greylockvc
The Learn Flow

29. Josh Elman @joshelman , Greylock @greylockvc
When someone signs up...
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Everyone else is on
it, might as well try
I saw it featured in the
App Store
My friend Julie sent
me an invite email
Free Trial, I’ll give
it a shot
Kim Kardashian tweeted
about this cool new app
Josh Elman @joshelman , Greylock @greylockvc

30. Josh Elman @joshelman , Greylock @greylockvc
YOU HAVE MOREATTENTION NOW
THAN YOU EVER WILLAGAIN
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31. Josh Elman @joshelman , Greylock @greylockvc
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32. Josh Elman @joshelman , Greylock @greylockvc
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33. Josh Elman @joshelman , Greylock @greylockvc
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34. Josh Elman @joshelman , Greylock @greylockvc
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0
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option for your tweets.
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35. Josh Elman @joshelman , Greylock @greylockvc
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36. Josh Elman @joshelman , Greylock @greylockvc

37. Josh Elman @joshelman , Greylock @greylockvc
THIS IS YOUR BEST CHANCE TO HELP
SOMEONE UNDERSTAND YOUR
PRODUCT. SO TEACH!
37

38. Josh Elman @joshelman , Greylock @greylockvc
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39. Josh Elman @joshelman , Greylock @greylockvc
Slow down, it’s ok to explain
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40. Josh Elman @joshelman , Greylock @greylockvc
But don’t just tell, get users to engage
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41. Josh Elman @joshelman , Greylock @greylockvc
Give context and framing
41

42. Josh Elman @joshelman , Greylock @greylockvc
Ask when it’s appropriate, not first
42

43. Josh Elman @joshelman , Greylock @greylockvc
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44. Josh Elman @joshelman , Greylock @greylockvc
THE BEST LEARNING COMES FROM
MAKING CONSCIOUS DECISIONS
44

45. Josh Elman @joshelman , Greylock @greylockvc
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46. Josh Elman @joshelman , Greylock @greylockvc

47. Josh Elman @joshelman , Greylock @greylockvc
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48. Josh Elman @joshelman , Greylock @greylockvc
The Best Learn Flows
48
1. Take their time
2. Break down the product into steps
3. Ask questions instead of explaining
4. Start with the easy questions first
5. Put the user into the product only when
ready (but allow skipping)
Josh Elman @joshelman , Greylock @greylockvc

49. credit: wwarby on Flickr

50. Josh Elman @joshelman , Greylock @greylockvc
# days visited in month 1
%whovisitedNdaysinmonth2
Step 1:Analyze month over month usage

51. Josh Elman @joshelman , Greylock @greylockvc
Step 2: Determine who is “core”
51
0%#
10%#
20%#
30%#
40%#
50%#
60%#
70%#
80%#
90%#
100%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32#
Reten%on'Rate'based'on'#'%mes'used'in'month'1'

52. Josh Elman @joshelman , Greylock @greylockvc
Step 3: Understand activations
52
CORE
CURIOU
S
NEW CASUA
L
COLD
20%
90%
40%
40%
40%
8%
50%
10%
95%
4%
1%

53. Josh Elman @joshelman , Greylock @greylockvc
Step 4: Figure out why
53
Following more than 30 accounts 1/3 - mutual follows
2/3 - one-way follows

54. Josh Elman @joshelman , Greylock @greylockvc
Step 5:
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Be Creative.
Use your data.
Build features.
Ship. Test. Learn.
Josh Elman @joshelman , Greylock @greylockvc

55. April 15, 2015
Thoughts on Growth
Josh Elman @joshelman