You are here
Getting to traction
Objective
1. Talk through where to focus!
2. Give practical advice on how to
kick start growth
Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!
Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
...
2. Improving your
unit economics!
!
3. Performance
marketing!
!
4. Viral growth!
5. Hustle!
!
Practical advice
Focus
Improving unit economics
Performance marketing
(or Viral growth)
Hustle
____________________
Gets y...
But first
introductions…
@nilanp
s
Average price of CHF49 per guest per night
4,000,000 nights…
@nilanp
Vice President
Growth
HouseTrip.com
@nilanp
Startups
@nilanp
Startups Tequila
@nilanp
Back to traction
Revenue
Revenue
Revenue
Death Zone
Revenue
What does traction
feel like ?
GROWTH
Revenue
The anatomy of
traction
The anatomy of
traction
1. Identified a scalable acquisition
channel!
2. Improved unit economics
support scaling
Product - market fit
1. Your earning enough per
customer!
2. To support acquiring customers
in a scalable channel
Product - market fit
1. Your earning enough per
customer!
2. To support acquiring customers
in a scalable channel
1. Your e...
Objective
1. Talk through where to focus!
2. Give practical advice on how to
kick start growth
Practical advice
Focus
A great product
Performance marketing
(or Viral growth)
Hustle
____________________
Traction
+
@nil...
Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!
Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
...
Practical advice
Characteristics of
successful founders
@nilanp
Practical advice
Characteristics of
successful founders
1. Empathy for the end consumer
2. Belief
3. Knowing when to give ...
Practical advice
Characteristics of
successful founders
1. Empathy for the end consumer
2. Belief
3. Knowing when to give ...
Practical advice
Focussing to get to
traction means…
1. Pick one lever
2. Define a prioritising metric
3. Prioritise featu...
Practical advice
Focus on
1. Getting good unit economics
2. Systemically finding a scalable
acquisition channel
1. Perform...
2. Improving your
unit economics!
!
Practical adviceImproving your unit
economics means…
@nilanp
Practical advice
…Building a great
product
@nilanp
Improving your unit
economics means…
Practical advice
Building a great
product means…
…Delighting your
customers
@nilanp
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Practical advice
Building a great
product
… some practical advice on
how to do this
@nilanp
Practical advice
Building a great
product
1. Look at cohorts of user behaviour
2. Build micro conversion events
3. Introdu...
Practical advice
Focus on single
users
credit: Klinger.io
Practical advice
Do this and you
will…
1. Improve your unit economics
2. Earn more per customer
3. Delight your customers
...
3. Performance
marketing!
!
3. Performance
marketing!
!
(Now you’ve got working unit
economics - focus on traffic)
Money in Money
out
Money in < Money out
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage...
The
performance
marketing
landscape
Kwaja slide
• Where to focus ?
Kwaja slide
• Where to focus ?
Where to start ?
What I need…
Targeting
Intent
Relevance
Google
Everything!
else
Practical advice
Performance
marketing in detail
1. Google
2. Facebook
3. Other stuff
@nilanp
Google - How it
works
Practical advice
When to trial
Google ?
1. When you have a product
with better unit economics
than the incumbent
2. People...
Practical advice
How to set up your
first campaign
1. When you have a product
with better unit economics
than the incumben...
Practical advice
Google hacks
@nilanp
Hacking Google - off
topic
1. On and off topic traffic!
2. Gmail ads
Hacking Google - off
topic
1. On and off topic traffic!
2. Gmail ads
Gmail ads
Hacking Google
1. On and off topic traffic!
2. Gmail ads
Off topic adsOff topic targeting
Hacking Google
1. On and off topic traffic!
2. Gmail ads
Hacking Google
1. On and off topic traffic!
2. Gmail ads
Practical advice
2. Facebook
@nilanp
Practical advice
When to trial
Facebook ?
1. No volume on Google
2. You can target an audience
for your product on
Facebook
Practical advice
When to trial
Facebook ?
1. No volume on Google
2. You can develop an
audience for your product
on Facebo...
Practical advice
Facebook hacks
@nilanp
Hacking Facebook
1. Similar audiences!
2. Intent targetting:!
Hacking Facebook
1. Similar audiences!
2. Intent targetting:!
Similar audiences
Behavioural targeting
Practical advice
Content marketing
on facebook
1. Build an audience
2. Engage customers in a
conversation about your produ...
Practical advice
Content marketing
on facebook
1. Build an audience
2. Engage customers in a
conversation about your produ...
Practical advice
Performance
marketing growth
hacks
1. Google
2. Facebook
3. Other stuff
@nilanp
Practical advice
Performance
marketing growth
hacks
1. Google
2. Facebook
3. Other stuff
@nilanp
Why u no ?
1. SEO!
2. Email!
3. RTB!
4. Retargetting!
5. Content marketing!
6. Social / instagram
Why u no ?
1. SEO!
2. Email!
3. RTB!
4. Retargetting!
5. Content marketing!
6. Social / instagram
Why u no ?
1. SEO!
2. Email!
3. RTB!
4. Retargetting!
5. Content marketing!
6. Social / instagram
Retargetting
1. Email!
2. Social!
Practical advice
Performance
marketing summary
1. Performance marketing can
get you to scale
2. Focus on scalable channels...
4. Viral growth!
Practical advice
Pre-requisites
1. Have a great product
2. Have your first 1000
customers
3. Customers are part of high
tr...
Building a viral loop
Building a viral loop
Customers find
customers
Conversion to
sign up
Conversion to
repeat / premium
Practical advice
Virality
1. Model virality
2. Give away value
3. Identify the right moment
to strike
4. Optimise
@nilanp
Practical advice
Modelling virality
Viral co-efficient <1credit: Andrew Chen / Rahul Vohra
Practical advice
Modelling virality
Viral co-efficient >1credit: Andrew Chen / Rahul Vohra
Practical advice
Modelling virality
Add in carrying capacity
Add in retentioncredit: Andrew Chen / Rahul Vohra
Practical advice
Modelling virality
Decrease retention to 50%
credit: Andrew Chen / Rahul Vohra
Practical advice
Virality
1. Model virality
2. Give away value
3. Identify the right moment
to strike
4. Optimise
@nilanp
Focus!
!
Give away value!
NOT money!
Focus!
!
=
Focus!
!
=
Focus!
!
=
Practical advice
Virality
1. Model virality
2. Give away value
3. Identify the right moment
to strike
4. Optimise
@nilanp
Practical advice
Model engagement
engagement
time
Practical advice
Model engagement
engagement
time
Practical advice
Model engagement
engagement
time
5. Model and optimise!
!
Optimise!
Practical advice
Virality
1. Modelling virality
2. Give away value
3. Curves of engagement
4. Model and optimise
@nilanp
Hustle!
!
5. Hustle!
!
1. Talk to your
customers
1. Talk to your
customers
Talk to
customers!
2. Find more
customers!
2. Find more
customers!
Find more
customers!
Guerilla
marketing!
3. Testathon!
4. !
4. UserTest!
!
Conferences!
!
Objective
1. Talk through where to focus!
2. Give practical advice on how to
kick start growth
Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!
Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
...
2. Improving your
unit economics!
!
3. Performance
marketing!
!
4. Viral growth!
5. Hustle!
!
Practical advice
Focus
Improving unit economics
Performance marketing
(or Viral growth)
Hustle
____________________
Tracti...
You are here
Getting to traction
@nilanp
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Getting to traction - Growth Hacking for startups - my presentation from Google Campus
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Getting to traction - Growth Hacking for startups - my presentation from Google Campus

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Getting to traction - Growth Hacking for startups - my presentation from Google Campus.

This presnetation covers high level strategy and practical insights on 5 steps to get to traction:

- Focus
- Delight your customers
- Performance marketing
- Viral marketing
- Hustling

Getting to traction - Growth Hacking for startups - my presentation from Google Campus

  1. 1. You are here Getting to traction
  2. 2. Objective 1. Talk through where to focus! 2. Give practical advice on how to kick start growth
  3. 3. Characteristics of successful founders 1. Empathy for the end consumer! 2. Belief ! 3. Knowing when to give up! 4. Focus! !
  4. 4. Characteristics of successful founders 1. Empathy for the end consumer! 2. Belief ! 3. Knowing when to give up! 4. Focus! ! 1. Focus! !
  5. 5. 2. Improving your unit economics! !
  6. 6. 3. Performance marketing! !
  7. 7. 4. Viral growth!
  8. 8. 5. Hustle! !
  9. 9. Practical advice Focus Improving unit economics Performance marketing (or Viral growth) Hustle ____________________ Gets you to traction + @nilanp
  10. 10. But first introductions… @nilanp
  11. 11. s Average price of CHF49 per guest per night 4,000,000 nights… @nilanp Vice President Growth HouseTrip.com
  12. 12. @nilanp
  13. 13. Startups @nilanp
  14. 14. Startups Tequila @nilanp
  15. 15. Back to traction
  16. 16. Revenue
  17. 17. Revenue
  18. 18. Revenue
  19. 19. Death Zone
  20. 20. Revenue
  21. 21. What does traction feel like ?
  22. 22. GROWTH
  23. 23. Revenue
  24. 24. The anatomy of traction
  25. 25. The anatomy of traction 1. Identified a scalable acquisition channel! 2. Improved unit economics support scaling
  26. 26. Product - market fit 1. Your earning enough per customer! 2. To support acquiring customers in a scalable channel
  27. 27. Product - market fit 1. Your earning enough per customer! 2. To support acquiring customers in a scalable channel 1. Your earning enough per customer! 2. To support acquiring customers in a scalable channel
  28. 28. Objective 1. Talk through where to focus! 2. Give practical advice on how to kick start growth
  29. 29. Practical advice Focus A great product Performance marketing (or Viral growth) Hustle ____________________ Traction + @nilanp
  30. 30. Characteristics of successful founders 1. Empathy for the end consumer! 2. Belief ! 3. Knowing when to give up! 4. Focus! !
  31. 31. Characteristics of successful founders 1. Empathy for the end consumer! 2. Belief ! 3. Knowing when to give up! 4. Focus! ! 1. Focus! !
  32. 32. Practical advice Characteristics of successful founders @nilanp
  33. 33. Practical advice Characteristics of successful founders 1. Empathy for the end consumer 2. Belief 3. Knowing when to give up 4. Focus @nilanp
  34. 34. Practical advice Characteristics of successful founders 1. Empathy for the end consumer 2. Belief 3. Knowing when to give up 4. Focus @nilanp
  35. 35. Practical advice Focussing to get to traction means… 1. Pick one lever 2. Define a prioritising metric 3. Prioritise features and activities 4. Execute @nilanp
  36. 36. Practical advice Focus on 1. Getting good unit economics 2. Systemically finding a scalable acquisition channel 1. Performance marketing 2. Viral 3. Hustling 3. Execute @nilanp
  37. 37. 2. Improving your unit economics! !
  38. 38. Practical adviceImproving your unit economics means… @nilanp
  39. 39. Practical advice …Building a great product @nilanp Improving your unit economics means…
  40. 40. Practical advice Building a great product means… …Delighting your customers @nilanp
  41. 41. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium What does improving your unit economics mean ? @nilanp
  42. 42. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium Improve unit economics 1. eCommerce businesses 1. Margin 2. Conversion rate 2. Apps / Freemium 1. Engagement 2. Usage frequency 3. Sign up to premium / added service
  43. 43. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium Improve unit economics 1. eCommerce businesses 1. Margin 2. Conversion rate 2. Apps / Freemium 1. Engagement 2. Usage frequency 3. Sign up to premium Why is this important pre- traction?
  44. 44. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium Improve unit economics 1. eCommerce businesses 1. Margin 2. Conversion rate 2. Apps / Freemium 1. Engagement 2. Usage frequency 3. Sign up to premium Increase the amount you can spend to acquire a customer
  45. 45. Practical advice Building a great product … some practical advice on how to do this @nilanp
  46. 46. Practical advice Building a great product 1. Look at cohorts of user behaviour 2. Build micro conversion events 3. Introduce features to transition users from passive to active 4. Ruthlessly focus on the parts of the funnel where you can have the most impact 5. But above all…
  47. 47. Practical advice Focus on single users credit: Klinger.io
  48. 48. Practical advice Do this and you will… 1. Improve your unit economics 2. Earn more per customer 3. Delight your customers @nilanp
  49. 49. 3. Performance marketing! !
  50. 50. 3. Performance marketing! ! (Now you’ve got working unit economics - focus on traffic)
  51. 51. Money in Money out
  52. 52. Money in < Money out
  53. 53. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium What’s your objective with performance marketing ?
  54. 54. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium What’s your objective with performance marketing ? Find a scalable channel
  55. 55. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium What’s a scalable channel ?
  56. 56. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium What’s a scalable channel ? A scalable channel is one that if you focus on will enable you take at least 20% of your target market
  57. 57. Improve unit economics 1. eCommerce businesses! 1. Margin! 2. Conversion rate! 2. Apps / Freemium! 1. Engagement! 2. Usage frequency! 3. Sign up to premium What’s scalable volume ? 1. Impression volume 2. High intent traffic 3. Relevant targeting Do the maths !
  58. 58. The performance marketing landscape
  59. 59. Kwaja slide • Where to focus ?
  60. 60. Kwaja slide • Where to focus ? Where to start ?
  61. 61. What I need…
  62. 62. Targeting
  63. 63. Intent Relevance Google Everything! else
  64. 64. Practical advice Performance marketing in detail 1. Google 2. Facebook 3. Other stuff @nilanp
  65. 65. Google - How it works
  66. 66. Practical advice When to trial Google ? 1. When you have a product with better unit economics than the incumbent 2. People already search for your product on Google
  67. 67. Practical advice How to set up your first campaign 1. When you have a product with better unit economics than the incumbent 2. People already search for your product on Google
  68. 68. Practical advice Google hacks @nilanp
  69. 69. Hacking Google - off topic 1. On and off topic traffic! 2. Gmail ads
  70. 70. Hacking Google - off topic 1. On and off topic traffic! 2. Gmail ads Gmail ads
  71. 71. Hacking Google 1. On and off topic traffic! 2. Gmail ads Off topic adsOff topic targeting
  72. 72. Hacking Google 1. On and off topic traffic! 2. Gmail ads
  73. 73. Hacking Google 1. On and off topic traffic! 2. Gmail ads
  74. 74. Practical advice 2. Facebook @nilanp
  75. 75. Practical advice When to trial Facebook ? 1. No volume on Google 2. You can target an audience for your product on Facebook
  76. 76. Practical advice When to trial Facebook ? 1. No volume on Google 2. You can develop an audience for your product on Facebook
  77. 77. Practical advice Facebook hacks @nilanp
  78. 78. Hacking Facebook 1. Similar audiences! 2. Intent targetting:!
  79. 79. Hacking Facebook 1. Similar audiences! 2. Intent targetting:! Similar audiences
  80. 80. Behavioural targeting
  81. 81. Practical advice Content marketing on facebook 1. Build an audience 2. Engage customers in a conversation about your product / industry 3. Promote unique content that ties hand in glove with your product 4. Support positioning
  82. 82. Practical advice Content marketing on facebook 1. Build an audience 2. Engage customers in a conversation about your product / industry 3. Promote unique content that ties hand in glove with your product 4. Support positioning Not always scalable
  83. 83. Practical advice Performance marketing growth hacks 1. Google 2. Facebook 3. Other stuff @nilanp
  84. 84. Practical advice Performance marketing growth hacks 1. Google 2. Facebook 3. Other stuff @nilanp
  85. 85. Why u no ? 1. SEO! 2. Email! 3. RTB! 4. Retargetting! 5. Content marketing! 6. Social / instagram
  86. 86. Why u no ? 1. SEO! 2. Email! 3. RTB! 4. Retargetting! 5. Content marketing! 6. Social / instagram
  87. 87. Why u no ? 1. SEO! 2. Email! 3. RTB! 4. Retargetting! 5. Content marketing! 6. Social / instagram
  88. 88. Retargetting 1. Email! 2. Social!
  89. 89. Practical advice Performance marketing summary 1. Performance marketing can get you to scale 2. Focus on scalable channels 3. Look for unorthodox routes to market @nilanp
  90. 90. 4. Viral growth!
  91. 91. Practical advice Pre-requisites 1. Have a great product 2. Have your first 1000 customers 3. Customers are part of high trust networks with other target customers @nilanp
  92. 92. Building a viral loop
  93. 93. Building a viral loop Customers find customers Conversion to sign up Conversion to repeat / premium
  94. 94. Practical advice Virality 1. Model virality 2. Give away value 3. Identify the right moment to strike 4. Optimise @nilanp
  95. 95. Practical advice Modelling virality Viral co-efficient <1credit: Andrew Chen / Rahul Vohra
  96. 96. Practical advice Modelling virality Viral co-efficient >1credit: Andrew Chen / Rahul Vohra
  97. 97. Practical advice Modelling virality Add in carrying capacity Add in retentioncredit: Andrew Chen / Rahul Vohra
  98. 98. Practical advice Modelling virality Decrease retention to 50% credit: Andrew Chen / Rahul Vohra
  99. 99. Practical advice Virality 1. Model virality 2. Give away value 3. Identify the right moment to strike 4. Optimise @nilanp
  100. 100. Focus! ! Give away value! NOT money!
  101. 101. Focus! ! =
  102. 102. Focus! ! =
  103. 103. Focus! ! =
  104. 104. Practical advice Virality 1. Model virality 2. Give away value 3. Identify the right moment to strike 4. Optimise @nilanp
  105. 105. Practical advice Model engagement engagement time
  106. 106. Practical advice Model engagement engagement time
  107. 107. Practical advice Model engagement engagement time
  108. 108. 5. Model and optimise! ! Optimise!
  109. 109. Practical advice Virality 1. Modelling virality 2. Give away value 3. Curves of engagement 4. Model and optimise @nilanp
  110. 110. Hustle! ! 5. Hustle! !
  111. 111. 1. Talk to your customers
  112. 112. 1. Talk to your customers Talk to customers!
  113. 113. 2. Find more customers!
  114. 114. 2. Find more customers! Find more customers!
  115. 115. Guerilla marketing!
  116. 116. 3. Testathon! 4. !
  117. 117. 4. UserTest! ! Conferences! !
  118. 118. Objective 1. Talk through where to focus! 2. Give practical advice on how to kick start growth
  119. 119. Characteristics of successful founders 1. Empathy for the end consumer! 2. Belief ! 3. Knowing when to give up! 4. Focus! !
  120. 120. Characteristics of successful founders 1. Empathy for the end consumer! 2. Belief ! 3. Knowing when to give up! 4. Focus! ! 1. Focus! !
  121. 121. 2. Improving your unit economics! !
  122. 122. 3. Performance marketing! !
  123. 123. 4. Viral growth!
  124. 124. 5. Hustle! !
  125. 125. Practical advice Focus Improving unit economics Performance marketing (or Viral growth) Hustle ____________________ Traction + @nilanp
  126. 126. You are here Getting to traction @nilanp

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