The goal of any company with a valuable product is to scale adoption by qualified customers. This generally requires establishing a "north star metric" and managing growth against that metric. These slides show how you can build a core growth team that coordinates the efforts of the full company to drive sustainable growth. It is important that every idea be treated as a test. The more tests you run the more learning you gain for growing the company. But running a lot of tests requires a process that is explained in the slides.
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Sustainable Growth Requires “Must Have” Product
“How would you feel if you could no longer use this product?”
Very disappointed (40%+)
Somewhat disappointed
Not disappointed
N/A – I already stopped using
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Measure Growth with a North Star Metric
Reflects value delivered to your prospects/customers
Provides lens for measuring real growth and evaluating tests
Examples: Airbnb nights booked, Facebook MAU (monthly active users)
Captures several metrics (i.e. retention reflected in MRR and MAU)
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Core Growth Team Drives Testing
Marketing
& PR
External
Channels
Promise
1st Experience
Ongoing Experience
Sales
& BD
Acquisition
Activation
Revenue
Retention
Referral
Support &
Account
Mgmt
Product &
Dev
Core
Growth
Team
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Building Core Growth Team
Start with a dedicated PM Growth
Rest of core growth team can
initially be ad hoc
Add other dedicated people as
needed to hit temp goals
Example roles: growth engineering,
designers, analysts, VP Prod, CEO
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Testing Drives Growth
Day 1 – No certainty how you will grow
More Testing = More Discovery
Rapid testing across all vectors
Acquisition Referral
Activation Revenue
Retention Resurrection
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Weekly Growth Sprint Meeting Agenda
15 min: KPI review (how/why is north star metric trending?)
10 min: Review last week’s testing sprint (any issues?)
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
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Choosing Right Tests to Launch
• Core growth team each nominate 2-3 tests
• Members pitch their nominated idea (30 seconds)
• Discuss, shortlist and choose tests
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Share Learning with Team and Participating Experts
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
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Recap
• Goal: Sustainable growth of North Star Metric
• Engage full internal team for insights and ideas
• Include external experts for unique channel insights
• Test at high tempo, capture/share learning