Successfully reported this slideshow.
Your SlideShare is downloading. ×

Product School: Growth Explained by Facebook's Core Product Manager

Ad

GROWTH
Yaron Fidler | Product School | Feb 2017

Ad

Jake Strich
Campus Director
jake@productschool.com
Contact me for more info about PS courses!

Ad

Mondays and Wednesdays
February 27 - April 19
*1 spot left*
Tuesdays and Thursdays
February 28 - April 20
*SOLD OUT*
Satur...

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

Ad

YouTube videos are no longer supported on SlideShare

View original on YouTube

Ad

Loading in …3
×

Check these out next

1 of 34 Ad
1 of 34 Ad

Product School: Growth Explained by Facebook's Core Product Manager

Download to read offline

Understanding your users and how they discover and adopt your products is very important in building a product. Join Facebook's Core Product Manager, Yaron Fidler, as he discusses tactical techniques in gaining and retaining a strong user base.

Understanding your users and how they discover and adopt your products is very important in building a product. Join Facebook's Core Product Manager, Yaron Fidler, as he discusses tactical techniques in gaining and retaining a strong user base.

Advertisement
Advertisement

More Related Content

Slideshows for you (19)

Viewers also liked (20)

Advertisement

Similar to Product School: Growth Explained by Facebook's Core Product Manager (20)

More from Product School (20)

Advertisement

Product School: Growth Explained by Facebook's Core Product Manager

  1. 1. GROWTH Yaron Fidler | Product School | Feb 2017
  2. 2. Jake Strich Campus Director jake@productschool.com Contact me for more info about PS courses!
  3. 3. Mondays and Wednesdays February 27 - April 19 *1 spot left* Tuesdays and Thursdays February 28 - April 20 *SOLD OUT* Saturdays March 4 - April 22 *1 spot left* Upcoming Courses in Silicon Valley
  4. 4. GROWTH Yaron Fidler | Product School | Feb 2017
  5. 5. Introduction • Yaron Fidler • Product manager @ FB • Worked on Growth for the past year and a half • Currently PM in ads (my new gig) • Previously at ebay (Structured data, SEO) • Soccer Junky • Can train your dog
  6. 6. Agenda 1. Why Growth 2. Growth Metrics 3. Growth Accounting 4. Growth products / tactics 5. Discussion
  7. 7. Agenda 1. Why Growth 2. Growth Metrics 3. Growth Accounting 4. Growth products / tactics 5. Discussion
  8. 8. Why Growth? Why do organizations have dedicated efforts around Growth?
  9. 9. Why Growth? • Growth answers a fundamental question about a product: Is there a product market fit? • It’s hard to drive revenue with product – market fit but you can have product market fit without revenue or without profit (Uber) • Growth is up = Your product creates repeating value for its users, so users keep coming back
  10. 10. Agenda 1. Why Growth 2. Growth Metrics 3. Growth Accounting 4. Growth products / tactics 5. Discussion
  11. 11. Growth Metric • Your growth metric should reflect the product market fit • It should also imply about future financial results How can you identify an organization’s growth metric?
  12. 12. Growth Metric “We added 7.05 million net new members globally in the quarter, against our forecast of 5.20 million and last year's Q4 performance of 5.59 million. This was the largest quarter of net additions in our history and was driven by strong acquisition trends in both our US and International segments. “
  13. 13. Growth Metric – Examples Organization Monthly / Daily active users GMV - Gross merchandise value Payments volume Metric Units sold
  14. 14. Agenda 1. Why Growth 2. Growth Metrics 3. Growth Accounting 4. Growth products / tactics 5. Discussion
  15. 15. Growth Accounting - Users • Active users – a user that used the product over a certain time period (e.g. last month) How does the number of active users grow? How does the number of active users shrink?
  16. 16. Growth Accounting - Formula Active users today = New Users + Resurrected users – Churned users • New Users – users that joined today • Churned users – users that their last day using the product was exactly X+1 days ago (X = growth period) • Resurrected users – users that didn’t use the product in the X days and are using it today
  17. 17. Growth Accounting - Example • Yesterday we had 100 monthly active users • Today 10 more registered • 3 users used the product for the last time 31 days ago • 1 user that didn’t use the product for over 30 days used it today • Monthly active users today = ?
  18. 18. Growth Accounting - Retention • Retention isn’t part of the accounting formula but it is critical for growth and to understand product market fit! • Whiteboard…
  19. 19. Agenda 1. Why Growth 2. Growth Metrics 3. Growth Accounting 4. Growth products / tactics 5. Discussion
  20. 20. Growth Funnel Discovery / Top of the funnel Conversion Retention
  21. 21. Growth Products / Tactics – Discovery • SEO • Paid traffic • Invites • Partnerships • Playstore / Appstore optimization Tactics that aim to bring users on your product
  22. 22. Growth Products / Tactics – Conversion • Requires deep conversion funnel understanding • Site / Load speed • Forms layout • Button colors • Value proposition • Flow simplification • Mostly about removing friction! Tactics that aim to convert non active users to active once landed on your product
  23. 23. Growth Products / Tactics – Retention • Requires deep understanding of your retention drivers • Users will stay active if they find value • These products aim to increase the sense of value you are producing • Off platform Notifications (email, SMS, push) • Contact point acquisition • New user experience Tactics that aim to keep active users active
  24. 24. A word about data GROWTH PRODUCTS MUST BE DATA DRIVEN! • You must be able to answer questions like: – Where are my non users spending their time? – Why do people fail to convert ? – Who are the people that retain / churn? – Etc… • Then start segmenting (country, network, age, platform, language, traffic source…)
  25. 25. Recommended Video • Alex Schultz (VP Growth & Analytics at FB) on Growth • Part of “How to start a startup” series • Video Link: http://startupclass.samaltman.com/courses/lec06/ • Or search on google: How to start a startup Alex Schultz
  26. 26. Agenda 1. Why Growth 2. Growth Metrics 3. Growth Accounting 4. Growth products / tactics 5. Discussion
  27. 27. Short Exercise (5 minutes) • Introduce yourself to the person next to you • Choose a company (can be yours) • Answer these questions: – What is the company’s Growth Metric (or what you think it should be)? – What growth tactics it is using? – What data does it need?
  28. 28. Jake Strich Campus Director jake@productschool.com Contact me for more info about PS courses!
  29. 29. Mondays and Wednesdays February 27 - April 19 *1 spot left* Tuesdays and Thursdays February 28 - April 20 *SOLD OUT* Saturdays March 4 - April 22 *1 spot left* Upcoming Courses in Silicon Valley
  30. 30. Fred Radford Director of Product at 8x8 5-time Product School Instructor Feb 27 - April 19 Monday & Wednesday 6:30-9pm *1 spot left* Upcoming Course Instructors
  31. 31. Inbal Cohen Product Manager @ Facebook Previously Sr. PM @ Amazon Feb 28 - April 20 Tuesday & Thursday 6:30-9pm *sold out* Upcoming Course Instructors
  32. 32. Jamal Eason Product Manager @ Google Previously PM @ Intel March 4 - April 22 Saturdays 9:30am-3:30pm (12-1 lunch) *1 spot left* Upcoming Course Instructors
  33. 33. Feb 15: Ask Me Anything with Product School’s Lead Instructor Next Week’s Workshop

Editor's Notes

  • Show of hands, how many of you here are engineers? Data scientists? Designers? Product Manager? Program/project managers? Others?
    How many work on internet companies? Hardware? Semi conductors? Services?
  • Every organization tries to grow its top line and bottom line so everyone in the company should have that on mind, then why do companies have growth teams?
  • What’s important to understand here is that the product – market fit doesn’t mean you can monetize your product. It’s necessary but not enough.
  • Answer: It will show in their earning report / earning call, often as the first thing they report on.
  • Anyone want to guess what is the company?
  • Why did Visa and ebay chose these metrics? In order to grow they need to grow both sellers / merchants and buyers / card holders. Having 2 growth metrics isn’t idle and in order to create value to their users they must grow both. Growth in transaction volume indicate value creation for users on both sides, hence product – market fit.
  • From this point I will focus more on web/app products
  • 108
  • The company that only grows in the first 30 days. What does the active user graph looks like and what is the retention
  • Can use advanced technologies here like Machine learning
  • You may not be able to answer these questions perfectly but you need to have enough data to sense where the opportunity is

×