Main Takeaways: -How to do a SWOT analysis? -What is experimentation and what it means to do true A/B ? -How to build a funnel and how to optimize for maximum output?

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How to be a Growth Product Manager
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6. Sinduja
Ramanujam
S P E A K E R

7. Agenda
• Role of a growth PM
• Defining the growth plan
• Building a user funnel
• Executing for success

8. WHO IS A GROWTH PM?
Marketing
Product
development
Growth
Product
Manager
8

9. Acquisition Onboarding Engagement Retention Upsell
THINKING ABOUT GROWTH ALL THROUGH THE
USER JOURNEY
9

10. ROLE OF A GROWTH PM
10
Define a growth
plan
Build a user
funnel
Execute Repeat the
magic

11. ❑ Study the product of your direct and
indirect competition
DEFINE THE
GROWTH PLAN
11

12. SWOT ANALYSIS
S W
O T
Strengths
Great UI
Better Value
Opportunities
Create more
completions
Create more IPO
content
Weakness
Many steps
Easy to replicate
Threats
Almost identical
UI with same
value
HELPFUL
INTERNAL
EXTERNAL
HARMFUL
1
2

13. A
B
C
Build a user funnel of your user journey
Identify key areas where you can
improve the user completion rate
Identify features/experiments you can
run here
BUILDING A
FUNNEL
13

14. BUILD A USER FUNNEL
ACQUIRED ONBOARDED ENGAGED RETAINED UPSELL
-20% -38% -10% -56%
100% 80% 50% 45% 20% 14

15. IDENTIFY WHERE TO INVEST
ACQUIRED ONBOARDED ENGAGED RETAINED UPSELL
-20% -38% -10% -56%
100% 80% 50% 45% 20%
Scenario
#2 with
high drop
off
Scenario
#1 with
high drop
off
Scenario
#3 with
high drop
off
Scenario
#4 with
high drop
off
15

16. CREATE
FEATURES/EXPERIMENTS
User Funnel Experiments Projected
Impact
Upsell Trial for new features 40K
Upsell Discounts for higher
SKUs
5K
Engagement CTA to try new
features
20K
Engagement Display what’s new
every week
5K
Onboarding Get people to
download mobile
apps
30K
16

17. ◼ Experimentation and its
values
◼ AA and AB testing
◼ Metrics measured,
hypothesis tested and OKRs
moved
EXPERIMENT
AND EXECUTE
17

18. Performance indicators/Objectives
and key results
OKR Definition FY20 FY21 (Organic) FY21 (Inorganic)
Acquisition Increase Increase # of users acquired 2M 4M 5M
Onboarding Increase Increase # of users who
performed 2 onboarding
1.5M 3M 3.5M
Engagement Increase Increase # of people who
engaged with feature 1 and 2
1M 2M 2.2M
Decrease Churn Decrease the churn of
existing customers
800K 1.6M 2M
Increase existing customer
value
Increase Upsell to ‘x’ from
existing customers
200K 400K 800K
18

19. IDENTIFY EXPERIMENTS
OKR Experiments Q1 Q2 Q3 Q4 Impact
Coded Testing In
Production
Experiment
results
Increase existing
customer value
Trial for new
features
40K
Increase existing
customer value
Discounts for
higher SKUs
5K
Engagement Increase CTA to try new
features
20K
Engagement Increase CTA to try new
features
5K
Onboarding Increase Download
Mobile Apps
30K
19

20. AA VS AB TESTING
TREATMENT CONTROL
A/AA/B
• Used to test for randomization
• No UI shown to the user
• Used to know how long to run the
actual experiment
• Runs until we reach stat sig data
• UI shown to the user
• Data used to measure the real
impact of the experiment
20

21. METRICS MEASURED AND OKRS MOVED
Increase existing customer value
Trial of new features
Upsell Treatment Control Stat sig
Existing users
on SKU 1
1000 1000 Yes
21
Bought sku2
from sku1
50 10 Yes
Stopped
subscription
150 20 Yes

22. REPEAT
22

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