This document summarizes a Launch48 session on startup metrics and viral growth. It discusses metrics like acquisition, activation, retention and revenue (AARRR) for measuring user engagement. Various tactics for getting, keeping and growing an audience are presented, including content marketing, social media, affiliates and incentives. The concept of a viral loop that fuels user growth through referrals is explained. Formulas show how viral growth can exponentially increase a user base. The session focuses on optimizing activation and retention rates to sustain viral growth.

1. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | what is?
Get Keep Grow

2. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Todays session
•Get Keep Grow
•AARRR - startup metrics for pirates.
•Viral Loops

3. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Get
•SEO / SEM
•PR
•Affiliates
•Campaigns / contests
•Business development / direct sales
•Email
•Blogs / content
•Social networks
•Apps / widgets

4. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Keep
•Email
•Notifications
•Widgets
•Blogs
•RSS Feeds
•System events / time based features

5. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos

6. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Startup Metrics for Pirates
Acquisition: users come to site from various channels.
Activation: users enjoy their visit and sign up / buy
Retention: users come back
--- Same as Get & Keep
Revenue: Remember?
Referral: Viral loop

7. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Market research Grow

8. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Viral loop
Viral loop is a fueling action loop that drives users to
create more users.

9. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | The math
•1 person gets 1 new user
•2 * 2 = 4
•4 & 4 = 16
•16 * 16 = 256
•256 * 256 = 65,536

10. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | The math 2
Total users = 1,000
Total invites sent = 2,000
Invitation rate = 2,000 / 1,000 = 2
Invitee sign ups = 1,200
Acceptance rate = 1,200 / 2,000 = 0.6
Viral coefficent = 2 * 0.6 = 1.2

11. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Inventives
More people = more storage
Value to user = $10
Cost to Dropbox = $2

12. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Inventives

13. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Inventives

14. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Focus
Focus
Activation
Retention

15. ‘Don’t be cocky. Don’t be flashy. There’s always someone better than you.’
Tony Hseih. Co-Founder, Zappos
Launch48 | Focus
Watch
Dave Mcclure - Startup Metrics for Pirates

16. ‘If you aren’t getting rejected on a daily basis, your goals aren’t ambitious enough.’
Chris Dixon. Co-Founder, Hunch
Launch48 | Questions
Questions?

17. ‘The lean startup method is not about cost, it is about speed.’
Eric Ries. Blogger
Launch48 | Group work
How can you make your idea viral?
(30 mins)

18. ‘Don’t let people tell you your ideas are stupid - if you’re really passionate about something, find a way to build it.’
Dennis Crowley. Co-Founder, Foursquare
Danke.Grazie.Shukran.
Merci.Takk.Xie xie.Toda.
Thanks.
@launch48
Choose your journey.
Fin | End