Morgan Brown, COO of Inman News, discusses strategies for driving breakout growth in startups, emphasizing the importance of understanding customer needs and building a growth model. He highlights the necessity of analyzing data and collaborating within teams to prioritize impactful experiments. The document provides insights into the processes and structures that facilitate rapid growth and learning in a startup environment.

1. Patterns of Fast Growing Startups
Morgan Brown, InMan News

2. How To Drive
Breakout Growth
— Patterns From
Fast-Growing Startups
1
@MORGANB
#GHCONF17

3. Morgan Brown
COO, Inman News
Morgan Brown is the COO of Inman News, the leading business intelligence
source for real estate. A digital marketing veteran with 17 years helping early
stage companies find traction and breakout growth, he launched
GrowthHackers.com with Sean Ellis.
2

4. Product
Team
Process
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

5. Product
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

7. What
Do Our
Customers
Want?
6

8. “One Of My
Greatest Lessons
In Starting And
Running Twitter
And Square Is
How Important It
Is To Instrument
All Usage.”
7
http://qz.com/531510/jack-dorsey-is-giving-200-million-of-his-twitter-stock-to-employees/
— Jack Dorsey

9. Build A Growth
Model
8
http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/

10. 9

11. Build
Complete
Waterfalls
End-To-End Tracking
Tie Services Together
Start With Important Flows
10

12. Team
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

13. Organized For
Growth
12
Https://Medium.Com/Swlh/How-Do-You-Choose-The-Best-Growth-Team-Model-632Ad5A85Be9

14. Organized For
Growth
13
Https://Medium.Com/Swlh/How-Do-You-Choose-The-Best-Growth-Team-Model-632Ad5A85Be9

15. Optimized For
Learning
14

16. Process
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

17. Process
16
Analyze
Ideate
Prioritize
Test

18. I.D. Growth
Opps
17
April1, 2015 –April30, 2015
+
328,228 (100%) 71,159 (21.6%) 9,748 (3%) 7,184 (2,2%)
328,228 people
328,228
71,159
9,748 7,184
164,114 people
0 people
Channel: Origin
Organic: Google
Direct
SoCial: Twitter
Paid: Facebook
Paid:AdWords
130,636 (100%)
95,344 (100%)
83,581 (100%)
10,542 (100%)
8,125 (100%)
25,898 (20%)
18,256 (19.1%)
11,630 (14%)
8,527 (81%)
6,848 (84.2%)
3,427 (3%)
2,534 (3%)
2,113 (3%)
936 (9%)
738 (9%)
3,136 (2.4%)
2,177 (2.3%)
755 (.9%)
585 (5.5%)
531 (6.5%)
FunnelOverview Visited Site Signed up Activation Billed
Fig. 013

19. Testing Drives
Growth
18
Twitter Growth 2010 - 2012
Users(MM)
0
50
100
150
200
Q1 '10Q2 '10 Q3 '10 Q4 '10 Q1 '11Q2 '11 Q3 '11 Q4 '11 Q1 '12Q2 '12 Q3 '12 Q4 '12
0.5 Tests/Week 10 Tests/Week

20. Generate Lots
Of Ideas
19
Set Key Focus Area
Prioritize For Impact
Full-Team Collaboration
Growth Team Nominates Ideas For
Experimentation

21. Ranking &
Prioritizing
Tests
20
Figure It Out
Use Historical Data, Benchmarks
& Models
Use Ranges, Not Absolutes
http://www.tableau.com/blog/visual-analysis-zeroth-kind-geoffrey-taylor-and-bomb

23. Double Down
On What
Works
22

24. Patterns

25. Product
Team
Process

26. Core
Product
Value

27. Data
Infrastructure
& Fluency

28. Clear
Growth
Equation
& North Star

29. Move
Fast
Learn
Things

30. Aim
For
Impact

31. Never
Stop
Moving

32. Thank
You!
morganbrown.co
morganb@gmail.com

33. Want video access
Jamie Siminoff, Ring
This
could
be
you!
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