1.
Organic
How to acquire a million users with zero marketing.
growth

2.
growth by design

3.
TBH
5M users in 3 months.
Acquired $100M by Facebook.

4.
https://hackernoon.com/what-most-dont-see-in-tbh-an-app-sold-for-100m-and-launched-only-9-weeks-ago-f15edd11505f

5.
Tbh’s invitation flow
TBH’s invite flow

6.
The k-factor
= viral growth rate

7.
The k-factor
3 ways to look at it

8.
Viral Loop
everything can be gathered in this

9.
Viral Loop
everything can be gathered in this

10.
Optimize these rates!

11.
Some examples from TBH

12.
Social
Reassurance
Scarcity

13.
Fun teen
wording

14.
Social
Reassurance
Reminder of school
from the user
(seems more relevant)

15.
Organic
growth

16.
Let’s focus on
this part for
organic growth!
Share

17.
1 Invitation Flows
Viral Content
Experience Discovery
2
3
Organic growth

18.
1 Invitation Flows
Viral Content
Experience Discovery
2
3
Organic growth

19.
How to boost invitation rates?
1. Offer rewards
2. Create scarcity
3. Try new ideas!
1 Invitation Flows

20.
Rewards: Referral programs
1 Invitation Flows

21.
Reward: Points
1 Invitation Flows

22.
Reward: Unlocking features
1 Invitation Flows

23.
How to boost invitation rates?
1. Offer rewards
2. Create scarcity
3. Try new ideas!
1 Invitation Flows

24.
Originally, Mailbox planned to charge $3 for
the app, but that changed after its debut video
attracted more than 1 million views.
“We originated too much interest too fast”
Underwood said.
So instead of charging on day one and
potentially crashing its servers (which would
greatly damage the brand), the team decided
to make the app free but give people access at
a slower rate.
1 Invitation Flows

25.
“The bandwagon effect is a phenomenon whereby the rate of
uptake of beliefs, ideas, fads and trends increases the more
that they have already been adopted by others.” Wikipedia
1 Invitation Flows

26.
1 Invitation Flows
1 million users
in 6 weeks!

27.
1 Invitation Flows
Google did it as well for
Inbox by Gmail!

28.
1 Invitation Flows
Feedback they got on social media:

29.
How to boost invitation rates?
1. Offer rewards
2. Create scarcity
3. Try new ideas!
1 Invitation Flows

30.
1 Invitation Flows

31.
Weird QR code invitation system
1 Invitation Flows

32.
WHY ??

33.
Why?
“You can't share a URL on Instagram, but you can share a
photo. We knew the novelty of screenshoting would be our
biggest hurdle but also saw once people learned it became
our A+ feature.”
Josh Miller
Product at Facebook
1 Invitation Flows

34.
A few weeks later…

35.
1 Invitation Flows
Viral Content
Experience Discovery
2
3
Organic growth

36.
User generated
content shared on
social media
Viral Content2
Dubsmash became famous with people
sharing fun videos on social media.

37.
Top Nine is a good example of an high vitality app.
The app gets the user’s 9 most liked photos of the
year via Instagram connect, then creates a unique
picture easily sharable with one click.
Viral Content2

38.
This is the picture shared on
Instagram.
Number of likes in 2016
= Egoboost
Watermark = mandatory for
vitality! Clearly written in
black to be searchable on the
App Store.
Viral Content2

39.
End of 2016, Top Nine spent $1700 in
Instagram influencers campaigns.
Viral Content2
To start vitality of a new concept,
influencers relevant to your target are
the best way to start sprinkling on
social media! 🔥

40.
Viral Content2

41.
Metrics on day of launch of Influencers’ campaign
Viral Content2

42.
Second Day
Influencers’ followers downloaded the app but didn’t
share it yet or their followers didn’t see their « Top
Nine » yet.
Viral Content2

43.
Third Day
It’s starting to grow!
Viral Content2

44.
4th Day
Virality steps in
Viral Content2

45.
At the same time…
The app
reaches the Top
Charts
Its name is trending Other influencers post
their Top Nine without
getting paid for it!
Viral Content2

46.
5th day
Downloads blow up!!
Viral Content2

47.
How to use the same strategy when
you’re not a video/photo app?
Viral Content2

48.
Develop a smart screen-sharing feature
like Houseparty!
Viral Content2

49.
Zenly also used that!
Viral Content2

50.
1 Invitation Flows
Viral Content
Experience Discovery
2
3
Organic growth

51.
Hey! What’s this?

52.
Don’t Tell.
Show!

53.
Don’t Tell.
Show 👀

54.
Experience Discovery3
When you see people using these app, you want to
download them immediately to start getting rides or
finding good restaurant like them!

55.
How to create this online?
Experience Discovery3

56.
Blab enables non-users to watch
videos sent by users without
downloading the app.

57.
Tinder’s matchmaker enables non-
users to be matched with other people
by friends using the app.
Experience Discovery3

58.
700k active users in 7 weeks.
Experience Discovery3
Meerkat

59.
Meerkat’s experience was fully
integrated in Twitter’s social graph.
Experience Discovery3

60.
Experience Discovery3

61.
VIRALITY
SCARCITY
Experience Discovery3

62.
And also:
Gamification among influential
ambassadors always helps :)
Embedded players => great
for externalization!
Experience Discovery3

63.
Experience Discovery3
Zenly enables users to share their location to their
friends who don’t have the app!

64.
Need Organic Growth?
👋 reach us at hello@mozza.io

65.
Join the community
http://bit.ly/mobile-startups-france
Mobile Startups France

66.
more analyses on mozza.io
growth by design