Main Takeaways: -Understanding your user journey with drill-down funnel analysis -Seeking and building for new user cohorts -How to maximize your team's impact with fast, detail-oriented execution

1. From 1 to 100 Million: Growth-Minded PM
by Facebook Product Lead
www.productschool.com

2. CERTIFICATES
Your Product Management Certificate Path
Product Leadership
Certificate™
Full Stack Product
Management Certificate™
Product Management
Certificate™
20 HOURS
40 HOURS
40 HOURS

3. Corporate
Training
Level up your team’s Product
Management skills

4. Free Product Management Resources
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EVENTS
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COMMUNITIES
bit.ly/product_resources
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5. From 1 to 100 Million:
Growth-Minded Product Management
Lauryn Isford Head of Self Serve Product at Airtable

6. Lauryn Isford
S P E A K E R
Head of Self Serve Product

7. A B O U T M E

8. A G E N D A
Goal: Share clear guidance for how you can leverage product-led growth (PLG)
to deliver outsized impact in your organization

9. A G E N D A
2.
1.
Moving Fast and Slow: The fastest-moving growth teams are detail-oriented
The Growth Mindset: Every product team achieves more with PLG
3. Building a Growth Team: Building a growth or growth-minded team in your product organization
Goal: Share clear guidance for how you can leverage product-led growth (PLG)
to deliver outsized impact in your organization

10. [TOPIC]
1. The Growth Mindset

11. S U M M A R Y 1. The Growth Mindset
What is a Growth Team?

12. S U M M A R Y 1. The Growth Mindset
What is a Growth Team?
Core Product Development
Create Value
User Value

13. S U M M A R Y 1. The Growth Mindset
What is a Growth Team?
Marketing
Communicate Value
Core Product Development
Create Value
User Value

14. S U M M A R Y 1. The Growth Mindset
What is a Growth Team?
Marketing
Communicate Value
Core Product Development
Create Value
Growth
Deliver Value
User Value

15. S U M M A R Y 1. The Growth Mindset
What do Growth Teams work on?
SEO / SEM / Paid Marketing
Email Marketing
Notifications
Acquisition
Activation
Registration / Sign-Up
Onboarding
Retention / Churn Prevention
Conversion
Upgrades
Monetization
Engagement

16. S U M M A R Y 1. The Growth Mindset
Growth as Marketing
● Data-driven
● Marketing team
● Emphasis on Acquisition

17. S U M M A R Y 1. The Growth Mindset
Growth as Marketing
● Data-driven
● Marketing team
● Emphasis on Acquisition
Growth as Product
● Data-driven
● Fully staffed product team
● 1 team per lifecycle stage

18. S U M M A R Y 1. The Growth Mindset
Defining Product-Led Growth (PLG)
PLG is the approach to growth which leverages the product itself to maximize value to
users.

19. S U M M A R Y 1. The Growth Mindset
Defining Product-Led Growth (PLG)
PLG is the approach to growth which leverages the product itself to maximize value to
users.
→ Focus on users who demonstrate intent
→ Build features and change product functionality in service of this goal
→ Sibling or partner team to core product development

20. S U M M A R Y 1. The Growth Mindset
PLG is an ongoing investment

21. S U M M A R Y 1. The Growth Mindset

22. S U M M A R Y 1. The Growth Mindset

23. S U M M A R Y 1. The Growth Mindset

24. [TOPIC]
2. Moving Fast and Slow

25. S U M M A R Y 2. Moving Fast and Slow
A product isn’t good if nobody uses it

26. S U M M A R Y
“It's the little details that are vital. Little things make big things happen.”
- John Wooden
Attention to detail is paramount to success
2. Moving Fast and Slow

27. S U M M A R Y 2. Moving Fast and Slow

28. S U M M A R Y
Start by defining the user lifecycle
2. Moving Fast and Slow
Convert
Retain
Activate
Acquire

29. S U M M A R Y
Lead with data
2. Moving Fast and Slow

30. S U M M A R Y 2. Moving Fast and Slow

31. S U M M A R Y 2. Moving Fast and Slow

32. [TOPIC]
3. Building a Growth Team

33. S U M M A R Y 3. Building a Growth Team
Teams should own a step in the user lifecycle
Convert
Retain
Activate
Acquire
Acquisition
Team
Onboarding
Team
Churn
Team
Upgrades
Team

34. S U M M A R Y
1. Team has a clear quantified goal
2. Portfolio-based product approach
3. Partner team to core product
Composition of an Excellent Growth Team
3. Building a Growth Team

35. S U M M A R Y 3. Building a Growth Team

36. Thank You!
airtable.com/careers

37. www.productschool.com
Part-time Product Management Training Courses
and
Corporate Training