Main takeaways: - Relevance is the key. - A good reward system will incentivize sharing autonomously. - Iterations make perfect.

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Tesla’s Referral Program: Viral Growth
by fmr Tesla Product Leader

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5. How to build a winning referral
program for more orders
Takeaways from building referral program at
Tesla
Ruming
Zhen Product leader at Intuit, previously
at Tesla

6. Agenda
-A little bit about myself
-The first principle of the referral dynamics
-Take-away 1: Relevance is the key
-Take-away 2: A good reward system will incentivize sharing
autonomously.
-Take-away 3: Iterations make perfect

7. A little bit about myself
-Currently leading product
teams at Intuit, on small
business payroll products.
-Product manager at Tesla
-Robotics researcher at
Stanford

8. The first principle of the referral dynamics
Sharing
- Existing Customer
•High value delta with
mainstream;
•Value replicable to
others;
• Make you look good;
• Easy to share.
Activate & Convert
- New Customer
• Clear value;
• Immediate action;
• Easy to take action;
• Close the loop.

9. Take-away 1: Relevance is the key

10. Take-away 1: Relevance is the key

11. Take-away 1: Relevance is the key

12. Take-away 2: A good reward system will incentivize
sharing autonomously
Achievable
first milestone
Use
exclusiveness
and FOMO
to motivate
sharing
Capitalize on
the long tail

13. Take-away 2: A good reward system will incentivize
sharing autonomously
Achievable
first milestone

14. Take-away 2: A good reward system will incentivize
sharing autonomously
Achievable
first milestone
Use
exclusiveness
and FOMO
to motivate
sharing
Capitalize on
the long tail

15. Take-away 2: A good reward system will incentivize
sharing autonomously
Use
exclusiveness
and FOMO
to motivate
sharing

16. Take-away 2: A good reward system will incentivize
sharing autonomously
Achievable
first milestone
Use
exclusiveness
and FOMO
to motivate
sharing
Capitalize on
the long tail

17. Take-away 2: A good reward system will incentivize
sharing autonomously
Capitalize on
the long tail

18. Take-away 3: Iterations make perfect

19. Thank you!
growthreferral@gmail.com

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