From this presentation you will learn some interesting facets about Product Management

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5. Saichitra
Swaminathan
T O N I G H T ’ S S P E A K E R

6. Growth Hacking
- Sai, CPMO, Matrimony,com

7. Growth Hacking Basics
● Building a product customers want and finding WTP
● Getting feedback on the product idea and refine
● Don’t target everybody
● Improve product continuously by:
○ Constantly iterating and releasing updates
○ Testing every detail
○ Optimizing the onboarding process
● Use the lead measures to drive the objectives
7

8. Lead measures?
Let’s guess some lead measures for:
- Weight loss
- Increasing cultivation (agriculture)
- Sales in a retail outlet
8

9. Growth Hacking - Stages
- Acquisition - how to get people
- Activation - how to handle first time user experience
- Retention - how do you keep them coming back for more
- Revenue - how do you monetize them
- Referral - growing the user base through word of mouth kind
of strategies
9

10. Growth Hacking Funnel
10

11. Acquisition
- Three reliable paths for user acquisition:
- Viral - referral marketing / word of mouth
- Sticky -
- restricted supply fueling demand.
- More users join more value for users.
- If rate of new customers exceed the churn rate then product
grows.
- Sticky product = High retention + low churn + network effect
- Paid acquisition
- Spend on marketing to get faster results.
- Look at CLTV and compare this to CAC to determine ROI
11

12. Three distinct phases for customer acquisition
1. Pre-signup - everything someone experiences before sign up
2. First time user experience - onboarding - guiding towards
ideal customer definition
3. Post sign up - everything that comes after signing up
Reducing friction at sign up is extremely critical.
In our context - ASO, SEO, SEM, Landing page optimization,
Google smart sign up (app), Automatic OTP verification,
assisting customers for sign up over call etc. Some of the lead
measures include Visits, Downloads, CTL, etc 12

13. Activation / Engagement
- Activation can be done through self-service, one on one calls or group
demos as well.
- More complex product requires more hand holding initially
- Onboarding - driving certain actions to create engagement.
- Using different channels / touch points to engage with customer
including Whatsapp, Push / in app notifications, etc. First time user
experience is critical
- Twitter focuses on no. of people we follow, FB on friends. We focus on
profile completion rate and try to motivate users to send interest to
prospects
13

14. Retention
- Retaining customers - the quickest path to success
- Companies on an average spend 80% of their budget on new
acquisition
- Our approach to Retention: Calling members not being
active in the system, incentivizing them with some value
adds, assisting not so tech savvy users through our retail
outlets, etc
14

15. Revenue & Referrals
- Focus on the low hanging fruits for quick ROI jumps
- We focus on payment failures, assistance to targeted
segments, contextual intervention etc
- Grow user base through word of mouth and viral marketing.
- Our approach is through user success stories / testimonials
15

16. As a growth hacker you should be
- Not just be an IC, should be leading a team to execute a plan
- To be obsessed by the objective and methodologies
- Strategic and test what is working and what is not
- Extremely analytical
- Keep innovating and make improvements to see how it
progresses.
16

17. Strategies for Growth hacking
- Define actionable SMART goals and use the lead measures to drive
them
- Use analytics to track the goals
- Leverage existing network as initial boost for the product. Eg.
Social media, influencers, referrals, viral marketing etc
- Utilize A/B tests
- Freemium option
- Shared audiences approach with existing product
17

18. Common Techniques
- Mentioning, Sharing, tagging
- Referral programs / invites / queues / urgency
- Signature approach
- Auto suggest to drive engagement
- Influencer marketing
- Offline events
- Gamification
- Cross posting
- SEO/SEM/ASO/ASM etc
18

19. Thank you
19

20. Nelson
Kulandairaj
T O N I G H T ’ S S P E A K E R

21. All images used in this presentation are from
www.canva.com or from public domain.
The copyright of these images belong to the
respective creators.
I used those images here for knowledge sharing
purposes only, without any commercial impact.
I used Design Ideas Powered by Office Intelligent
Services for designing the slides
I am thankful to all my employers who gave
opportunities to learn this subject knowledge.
I express my sincere gratitude to Product School
team for giving me this opportunity.
Nelson Kulandairaj – 24th August 2019
Credits
R2GN
DigTxfn-IACNelson Kulandairaj @Nelson_Cloud

22. Digital Transformation Accelerated through
“Intelligent Automation Continuum”
Nelson Kulandairaj
R2GN
Nelson Kulandairaj @Nelson_Cloud DigTxfn-IAC

23. 23 Years in the IT
industry (My primary email is,
still, from Hotmail ☺)
India | UAE | USA | UK | Qatar | Kuwait | Denmark |
Australia | Singapore | Malaysia | Indonesia |
Sweden | France
Product | Services | Consulting | Entrepreneur |
Outsourcing | Teaching |
6 Sigma GB
certified
Digital 401
Certified
Brand AdvocacyCampus Connect20+ Awards
CGBL
R2GN
Nelson Kulandairaj @Nelson_Cloud DigTxfn-IAC

24. Why is it picking up now?
Innovation (to stay relevant)
High end Compute/Storage availability (Cloud,
GPU)
Knowledge/Forum/Communities (Human-
Centric)
R2GN
Nelson Kulandairaj @Nelson_Cloud DigTxfn-IAC

25. Intelligent Automation Continuum
IT Automation
Business Process Automation
R2GN
Nelson Kulandairaj @Nelson_Cloud DigTxfn-IAC

26. Shift Right for Value Creation
Macros | Scripts
Jobs
BASIC
Bots | Front Office |
Middle Office | Back Office
ROBOTIC
AI/ML/NLP | Decisions
Process
(re)Imagination
COGNITIVE
R2GN
Nelson Kulandairaj @Nelson_Cloud DigTxfn-IAC

27. Use cases
Invoice Processing
Contract/legal documents
review
Policy Q & A Chatbot
R2GN
Nelson Kulandairaj @Nelson_Cloud DigTxfn-IAC

28. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training