This document discusses growth strategies for startups. It recommends focusing on retention metrics like 2nd day, 2nd week, and 2nd month retention rates as well as daily active users to monthly active users. Tactics discussed include setting a "north star" key metric to optimize for like messages sent or nights booked, identifying "magic moments" that drive engagement, using user accounting to understand new vs. resurrected vs. churned users, and testing virality through metrics like the k-factor. It emphasizes taking a data-driven approach, continuously testing changes, and optimizing for core business flows and features.

1. Growth
馮彥永 tempo
tempofeng@gmail.com
fb: tempofeng
http://tempo.tw

2. Cubie
10M
8M
7M
5M
3M
2M
0M
Mar. 12 May 12 Jul. 12 Sep. 12 Nov. 12 Jan 13 Mar 13 May 13 Jul 13 Sep 13 Nov 13
Downloads

3. Product/Market Fit?

4. Why Growth?
Startup = Growth
http://www.paulgraham.com/growth.html

5. Growth in This Talk
Data-driven approach to
increase your key metrics

6. General Metrics

7. • Dashboard
• Daily / Weekly
• Accessed by all members
• A/B testing framework
• DAU, MAU
• Retention
• 2nd day retention, DAU/MAU
• Key business metrics
• Messages sent, revenue, …

8. User Accounting
http://www.slideshare.net/GrowConf/3-growth-hacks-the-secrets-to-driving-massive-user-growth-josh-
elman-greylock

9. 100
75
50
25
0
-25
-50
-75
New Resurrested Churn Sum
10/15 10/16 10/17 10/18

10. Growth

11. What matter the most?
Retention (留存率）

13. • 2nd day retention
• 2nd week retention
• 2nd month retention
• DAU/MAU

14. What’s a good
retention?
No

16. • Bad retention?
• no product/market fit
• Retention comes from having a great idea, and a
great product to back up that idea, and great
product market fit
• Hard to improve

17. Operating for Growth

18. North Star?

19. • Set your own metrics
• Facebook: MAU
• Whatsapp: Messages sent
• Airbnb: Nights booked
• Reflecting your core business
• With the most used features

20. • Magic Moment (Ah-ha Moment)
• Facebook: See your friends
• 10 friends in 14 days
• Airbnb/ebay: Finding unique items / Get paid for the
sellers
• Redefine the flow
• One or two flows that matter
• Ex: Twitter

21. Tactics

22. • Actionable Metrics vs Vanity Metrics
• MAU? Signup rate? Messages sent?
• Signup flow

24. • User Accounting?
• Resurrect users
• New users
• Churn users
• Asking power users to do the work
• Virality
• k-factor
• payload / frequency / conversion rate

25. Growth = Data-
Driven?

26. • Intuition vs Science
• North star vs Tactics
• changed vs unchanged
• “I very frequently get the question: ‘What’s going
to change in the next 10 years?’ And that is a
very interesting question; it’s a very common one.
I almost never get the question: ‘What’s not going
to change in the next 10 years?’ And I submit to
you that that second question is actually the
more important of the two…” - Jeff Bezos

27. • Stay focus and say NO

28. • Growth
• Retention
• Operating of Growth
• North star
• Magic moment
• Tactics

29. • How to start a startup: Growth
• http://startupclass.samaltman.com/courses/lec06/
• 3 growth hacks
• http://www.slideshare.net/GrowConf/3-growth-hacks-the-secrets-
to-driving-massive-user-growth-josh-elman-greylock
• Much more …
• http://andrewchen.co/
• http://growthhackers.com/