Product Management Event at #ProductCon San Francisco about Customer Centricity and Product Led Growth by Product & Growth Manager at Airbnb, Pratik Shah.

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10. Pratik Shah
S P E A K E R

11. Product led growth
PRATIK SHAH • APRIL 23, 2019 • PRODUCT-CON 2019

12. • Growth PM @ Airbnb
Over 10 years of product
management experience in
Growth & 2 sided
marketplaces
Hi! I’m
Pratik
PRODUCT MANAGER / GROWTH
PRATIKHSHAH

13. Today, we will discuss:
What is Growth & why does it matter?
What makes a good Growth PM?
Mastering Retention &
Engagement
Section
1
Section
2
Section
3

14. What is Growth & why does it matter?

15. “Poor distribution, not
product,
is the number one cause of
failure.
“
“
Peter Thiel
Paypal, Facebook, Founders
Fund

16. Brian Balfour
Reforg
e
SUCCESS GREAT
TECH“
“
GREAT
PRODUCT
GREAT
DISTRIBUTION
+
+
=

17. What exactly is Growth?
Growth is a multi-disciplinary,
experiment-based, data-driven, full-
funnel approach to scaling a business
& moving key product metrics.
CREATIVE
MARKETING
AUTOMATION
&
ENGINEERING
EXPERIMENTS
&
DATA
GROWTH

18. It all begins with a Growth Model
Growth model provides an execution
framework that uses analytics to
understand where the biggest growth
opportunities are, and then iterates between
identifying and testing product levers that
address them.

19. Growth Model is all about users
New Users + Retained
Users
SUSTAINABLE
GROWTHACQUISITION
+
RETENTION
&
ENGAGEMENT
=
Net Growth
GROW USER
BASE
GROW USER
VALUE

20. Strategy
How will we
sustain growth
over a long term?
Priority
How will we
decide between
initiatives?
Prediction
How will we
predict impact?
Channels
Which channels
to invest in?
Communication
How do we
communicate this
to our
stakeholders?
Growth ModelHow do we use
it?

21. Mastering Retention & Engagement

22. Retention & Engagement
Both
Growth ProductGetting users to
experience core
value as often as
possible
Building Core
Value
Getting largest # of users
to experience core value
Credit: Framework by Chamath
Palihapitiya

23. 80% of new users stop using the average app just three days after downloading it.
State of Retention

24. Product led growth

25. Core action & product usage interval
AIRBNBUBER
DAILY ACTIVE
USERS
MONTHLY ACTIVE
RIDERS
“Are enough people using your product & are they using it as frequently as you
expect?”
FACEBOOK
YEARLY ACTIVE
BOOKERS

26. VISITOR NEW SIGN-UP
INACTIVE SIGN-UP
USER
Powe
r
Cor
e
Casu
al
INACTIVE USER
Lifecycle framework
It all begins with understanding user
states

27. VISITOR NEW SIGN-UP
INACTIVE SIGN-UP
USER
Powe
r
Cor
e
Casu
al
INACTIVE USER
Lifecycle framework
Activation: Get user to Habit moment as soon as
possible

28. VISITOR NEW SIGN-UP
INACTIVE SIGN-UP
USER
Powe
r
Cor
e
Casu
al
INACTIVE USER
Lifecycle framework
Engagement: Build habit and increase frequency of
usage

29. VISITOR NEW SIGN-UP
INACTIVE SIGN-UP
USER
Powe
r
Cor
e
Casu
al
INACTIVE USER
Lifecycle framework
Reactivation: Prevent churn & bring dormant users
back

30. Which Engagement game are you playing?
Engagement

31. Tools
Onboarding Notifications Incentives

32. Reward Programs

33. Community and Network Effects
Value of product increases as more people use it.
This becomes a very powerful retention
mechanism.

34. What makes a good growth PM?

35. Growth is Cross Functional
DESIGN ENGINEERINGMARKETING DATA SCIENCE

36. Growth is Cross Functional
DESIGN
ENGINEERING
MARKETING DATA SCIENCEPM

37. At Airbnb, every growth sub-team
(pod) such as Search, Virality, Email
is cross functional
Growth is Cross Functional
DESIGN
ENGINEERING
MARKETING DATA SCIENCEPM

38. Growth PM Skills

39. Cross Functional
Growth PM Skills
Ability to work across
engineering, data
science, marketing &
design.

40. Growth PM Skills
Cross Functional
Ability to work across
engineering, data
science, marketing &
design.
The Balance of
Art & Science
Hypothesis driven AB
testing, SQL, User
research, psychology.

41. Growth PM Skills
Cross Functional
Ability to work across
engineering, data
science, marketing &
design.
The Balance of
Art & Science
Hypothesis driven AB
testing, SQL, User
research, psychology.
Rapid Experimentation
High-impact ideas that fit
within quick, data-driven
process.

42. Growth PM Skills
Cross Functional
Ability to work across
engineering, data
science, marketing &
design.
The Balance of
Art & Science
Hypothesis driven AB
testing, SQL, User
research, psychology.
Rapid Experimentation
High-impact ideas that fit
within quick, data-driven
process.
Customer-centric &
Impact driven

43. Growth is systematic thinking applied to
improving product & business metrics
Key Take-aways
Retention is most important & hardest area
Growth PM = customer centric & impact
driven
1
2
3

44. Belong anywhere

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