You already know how important it is to find your product / market fit - but what about the product / funnel fit? Roy will discuss how the understanding of the funnel and where are the deeper holes for your product to dive into, you can minimize the on boarding to zero and maximize your revenue. About Roy: Roy Tertman is the Co-Founder and CPO of Fitfully. Previously, Roy Co-Founded Kupoya (acquired in 2012), and a few other ventures.Roy also created RET2082, a workshop that helps fine-tune startup pitches, and create products.

1. FIGURINGYOUR PLACE IN
THE FUNNEL
For eCommerce

2. A little about me
LIFE:
33 34 years young
1 wife
1 small daughter
1 small dog
Official StarWars model builder
Past Skater
STARTUPS:
6 founded
2 failed
1 acquired
1 still rocking
1 Fitfully
4 months on theVC side
10 programs’ mentor
4 advisor
1

3. What I’ve Learned
• Behavioral economics
• Lowest common denominator
• ’Super’ is super important

4. This is a discussion
• Ask
• Ask
• Ask

5. KPI
what’s the most important
In eCommerce?

7. “ if you’re in the streets naked dancing, and
that brings me more conversions – I’ll pay “
-- Investment director, ASOS

8. PRODUCT
PROBLEM SOLUTION MARKET

9. They build a product no one ends up using
At times, startups find themselves facing
this cold and harsh (yet prevalent) reality…

11. It goes back to the early beginning
of the startup
and again, we must ask ourselves
what's wrong?!?
What's thee problem?

12. Most companies figure
out 3 things
Traffic
Users
Revenue

13. Step 1 Step 2 Step 3
People
come in ? People
pay

14. Those metrics are were enough

15. Step 1 Step 2 Step 3
Get
traffic ?
Step 4 Step 5
Get
users ?
Profit

16. The concept (key) is to fully map
the user lifecycle of your product
FUNNELING!

17. Basic funneling
(based on Growth Hacking)

18. The lean marketing framework: AARRR(ggg)
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL

19. PR
A/B testing
SEO
Partnerships
Email
Events
Blogs
Analytics
Viral
ACQUISITION = getting people to
come to your site
ACQUISITION

20. ACTIVATION = getting people to sign
up. Anything for a repeat visit
ACQUISITION
ACTIVATION
PR
A/B testing
SEO
Partnerships
Email
Events
Blogs
Analytics
Viral

21. RETENTION = getting users to
become active
ACQUISITION
ACTIVATION
RETENTION
PR
A/B testing
SEO
Partnerships
Email
Events
Blogs
Analytics
Viral

22. REVENUE = monetizing active users
ACQUISITION
ACTIVATION
RETENTION
REVENUE
PR
A/B testing
SEO
Partnerships
Email
Events
Blogs
Analytics
Viral

23. ACQUISITION
REFERRAL =getting active users to
get their friends to sign up
ACTIVATION
RETENTION
REVENUE
REFERRAL
PR
A/B testing
SEO
Partnerships
Email
Events
Blogs
Analytics
Viral

24. Each step of the framework/funnel
is assigned a user state

25. We need to figure out how to change or progress user state
(in the funnel)
Creates account Visits again later
???

26. FF real examples

27. Search Visits
store
Browse Selects Inform Price Terms Size $Buy$
FF funnel #1 [the long & natural]

28. Search Inform Price Terms Size $Buy$
FF funnel #2 [the promotion]

29. FF funnel #3 [the price aware]
Price Visits
store
Inform Terms Size $Buy$

30. FF funnel #4 [the stock aware]
Search In-
Stock?
Visits
store
Inform Size Terms $Buy$

31. MEASURING(leave it to the numbers)

32. 1800
Activation Retention Revenues
1% 18% 0%
Acquisition
18
3
0
When you start, your numbers are gonna be shitty
Focus here

33. 1800
Activation Retention Revenues
10% 30% 20%
Acquisition
180
54 10.4
Conversions. Measure them in each step

34. Some ideas

35. REFERAL/INCENTIVE:
Share now (right
before you buy) and
get X$ discount

36. RETENTION:
almost all stores send
you reminders for
items left in shopping
cart unfulfilled
(of course with a ‘Buy it Now’ button)

37. SUPER USERS
(RETENTION):
Computers do replace
humans.
setup up smart alerts for
your shopping
indulgences

38. REFERAL:
Quora forces you to
sign up before you
can read answers
(and share)

39. START X Y Z $Buy$
Before and after
your product
FUNNELING! FIGURED OUT

40. FIGURED OUT
(Hopefully)

41. Thanks for sticking out
