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1. STARTUP
SCHOOL
2018

2. Growth - Startup School 2018
Gustaf Alstromer
Partner Y Combinator

3. Product Lead,
Growth
Partner

4. Airbnb Growth team 2015

5. Why is growth important?

6. Startups = Growth

7. Who is this talk really for?

8. Disclaimer: This advice doesn’t
apply to everyone yet

9. Don’t have a growth team if you
haven’t found product-market-fit

10. 1.5B
1.25B
1.0B
750M
500M
250M
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Translations
Mobile
Internet.org
Facebook’s growth story

11. Natural adoption will always
slow down over time but...

12. You can impact your
growth rate.

13. 1. Identify the metrics that represent the value my
users get from my product
2. Measure the repeat usage of that metrics
Product Market Fit

14. Measuring product market fit
Company Metric that represent value Ideal frequency
Airbnb
Facebook
Gusto
Lyft
Checkr
Stripe
Bookings / Stays Annual
Active users Daily/Monthly
Running employee payroll By-weekly/Monthly
Rides Weekly/Monhtly
Background checks Daily/Houly
Transactions Daily/Hourly

15. Now, measure your retention

16. Metric
(in %)
Time

17. Measuring retention. This is a bad product
0%
25%
50%
75%
100%

18. This is a great product with product market fit.
0%
25%
50%
75%
100%

19. 10% after 1 month. 12% after 12 months.

20. Shopify

21. 50% after 1 month. 10% after 24 months

22. Blue Apron

23. 70% after 12 months. 30% after 7 years!

24. Netflix

25. Raise your hand if you are
measuring your retention rate

26. There are also other ways to
measure product market fit

27. Growth channels & tactics

28. Three ways to grow at scale
1. Product Growth / Growth Engineering
2. Performance Marketing
3. Brand Marketing

29. Growth or Marketing?

30. Product Growth:
Conversion rate optimization
• You product is a funnel
• Every step in the funnel have drop-off

31. Conversion rate optimization
• Internationalization
• Authentication
• Onboarding
• Purchase conversion

32. Behaviour
Is this a rare behaviour that people use Google
to find a solution?
Do existing users already share your product via
word-of-mouth?
Does having more users improve the
experience?
Do I already know who each of my future users
are?
Do my users have high LTV?
Ideal frequency
Google SEO & SEM
Virality & Referrals
Virality
Sales
Paid Acquisition (Facebook, Google etc)
Growth channels to explore

33. Referrals & Virality

34. Referrals Word-of-mouth is Airbnb’s largest growth driver
Referrals is engineered word-of-mouth

35. Referrals Product

36. Referrals Funnel
Entry Point Take Rate
Users sending invites
Reach (Invitees Per Inviter) / Sharing
Conversion Rate to New User
Weekly active users who saw entry point
Conversion Rate to New Guest
Conversion Rate to New Host
First time nights

37. Referrals Funnel
Viewreferrals page
Users sending invites + Sharing
Reach (Invitees Per Inviter) + Sharing
Conversion Rate to New User
Weekly active users who sawentrypoint
Conversion Rate to New Guest / Host
First time nights
Email Direct Direct Email Import
Referral “Hooks”
Invitations
Sign Up
Bookings

38. Referrals Invite
email

39. Referrals Invite email
Social proof
Social proof
Exclusivity
Urgency
Clear value

40. Paid Growth

41. Paid Growth
• Don’t do paid growth if you don’t have revenue
• CAC: Customer Acquisition Cost
• LTV & Payback time
• Attribution
• Channels: Facebook, Instagram, Google, Youtube

42. Search Engine Optimization

43. What you see

44. What Google see

45. SEO - Two main levers
On-page optimization
• Every optimization starts with keyword research.
• Which page am I trying to rank for what keyword?
• SEO Experimentation
Off-page optimization
• Who is linking to you?

46. Growth Teams
Who works on a growth team?
How do you organize yourself?
How do you decide to work on?

47. Making Decisions

48. Most of the world will make
decisions by either guessing or
using their gut. They will either be
lucky or wrong.
- Mixpanel

49. Decisions have consequences

50. Use experimentation to
validate your decisions

55. Experiment Review

57. Control Experiment
iOS Sharing Sheet
Metric: Shares

58. Place your bets

59. Control Experiment
iOS Sharing Sheet
Metric: Shares
+ 40%

60. Airbnb Trip Invitation Email
Metric: Signups
Experiment:
“Accept Joe’s Trip Invitation”
Control:
“Join Joe’s Trip”

61. Airbnb Trip Invitation Email
Metric: Signups
Experiment:
“Accept Joe’s Trip Invitation”
Control:
“Join Joe’s Trip”
+ 14%

62. Sharing Icons
Metric: Shares
Control Round Buttons Square buttons w.
Labels

63. Sharing Icons
Metric: Shares
Control Round Buttons Square buttons w.
Labels
+ 18% + 52%

64. Product decisions are hard

65. 1. Startup = Growth
2. Measure your retention
3. Choose a north star metric and set a goal
4. Build a culture of experimentation
Summary

66. gustaf@ycombinator.com
Thank you &
Questions