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Growth

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Introduction to Growth

Published in: Software
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Growth

  1. 1. Introduction to Growth tempo http://fb.me/tempofeng
  2. 2. Tempo 2012. Cubie • 500 Startups, Andrew Chen 2008. Gamelet 2004. Willmobile http://fb.me/tempofeng, http://tempo.tw Wraecca, Jackie http://fb.me/pdwtaiwan
  3. 3. • vs • Twitter Cubie • •Retention •North Star •Magic Moment
  4. 4. Twitter Josh Elman 500 Startups Mentor Greylock, Twitter, Facebook, Linkedin
  5. 5. Twitter
  6. 6. Twitter
  7. 7. Twitter
  8. 8. 2009
  9. 9. 2010
  10. 10. 2011
  11. 11. 2012
  12. 12. 2013
  13. 13. Process
  14. 14. twitter • • • • Twitter 30 • • Twitter • • • •
  15. 15. Process
  16. 16. Product/Market Fit Magic Moment
  17. 17. Retention • 2nd Day Retention • • • DAU/MAU
  18. 18. Retention
  19. 19. 1. 20% 2. 40% 3. 60% 4.
  20. 20. • • : 40% • Facebook, Instagram: 50%~60% • cubie: 30% • • Amazon
  21. 21. ? 1. 2. 3. 4. Viral Loop
  22. 22. ? • ... • •
  23. 23. ? •
  24. 24. Product/Market Fit • •http://pmarchive.com/guide_to_startups_part4.html
  25. 25. Product/Market Fit 1. Retention 2. 3.
  26. 26. Product/Market Fit, •Product/Market Fit ~= Retention ~= •Retention is the single most important thing for growth and retention comes from having a great idea and a great product to back up that idea, and great product market fit Alex Schultz
  27. 27. Product/Market Fit, •
  28. 28. Product/Market Fit, • Product / Market Fit • PMFit Lean Startups
  29. 29. North Star
  30. 30. • • • •Facebook: MAU
  31. 31. • Whatsapp, Cubie? • Messages sent
  32. 32. • Airbnb? • Nights booked
  33. 33. • eBay? • GMV (not Revenue)
  34. 34. Magic Moment
  35. 35. Magic Moment (Ah-ha Moment) • • Twitter • Follow more than 30 users/channels
  36. 36. Magic Moment • Facebook? • See your friends: 10 friends in 14 days
  37. 37. Magic Moment • Airbnb/eBay? • Finding unique items • Get paid for the sellers
  38. 38. • Magic Moment Magic Moment
  39. 39. Process
  40. 40. Funnels User Accounting User Buckets Analysis Magic Moment
  41. 41. •General Metrics, Key Business Metrics •Cubie •messages(pictures, voices, …) sent, new friends, messages/users, funnels, downloads, MAU, DAU, user accounting, retentions, … •Pinterest •http://jwegan.com/growth-hacking/27-metrics-pinterests-internal-growth- dashboard/ •A16Z •http://a16z.com/2015/08/21/16-metrics/ •Dashboard •
  42. 42. 1. Messages Sent 2. MAUs 3. Downloads
  43. 43. Funnels •
  44. 44. MAU vs User Accounting
  45. 45. -75 -50 -25 0 25 50 75 100 10/15 10/16 10/17 10/18 New Resurrected Churn Sum
  46. 46. New, Resurrected, Deactivation, Churned 1. New 2. Resurrected 3. Deactivation 4. Churned
  47. 47. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 Curious Casual Core
  48. 48. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 Curious Casual Core
  49. 49. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 age <= 20 20 < age <= 30 30 < age
  50. 50. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 Following = 0 Following < 30 Following >= 30
  51. 51. User Bucket Analysis Following = 0 Following < 30 Following >= 30 Day0 Day1 Day2 211 100% 13% 9% 102 100% 15% 5% 235 100% 12% 8% 226 100% 13% 8% Day0 Day1 Day2 102 100% 31% 20% 98 100% 33% 25% 123 100% 28% 21% 110 100% 30% 18% Day0 Day1 Day2 53 100% 51% 35% 43 100% 60% 40% 65 100% 55% 34% 55 100% 53% 39%
  52. 52. Growth 1. Power Users 2. 3.
  53. 53. Growth Building an incredible product is definitely optimizing it for the people who use your product the most, but when it comes to driving growth, people who are already using your product are not the ones you have to worry about. Alex Schultz
  54. 54. mixpanel
  55. 55. amplitude
  56. 56. • User Interview • http://www.sachinrekhi.com/blog/2015/08/17/how-to-design-your- customer-validation-to-maximize-product-market-fit • Job to be Done • http://hbswk.hbs.edu/item/clay-christensens-milkshake-marketing • User
  57. 57. • Magic Moment •Cubie
  58. 58. Process
  59. 59. • Actionable Metrics Magic Moment • • startup = • • • •https://challenges.openideo.com/blog/seven-tips-on-better- brainstorming
  60. 60. • Twitter 30 • 30 • 30 • • 30 public feed
  61. 61. • Cubie • • icon • •
  62. 62. • • • •
  63. 63. • http://projects.growthhackers.com/
  64. 64. Tactics • Signup Flow/Registration Funnel • Twitter • Virality • k-factor • payload / frequency / conversion rate • Viral Loop • Power User • ... • SEO ASO …
  65. 65. Traction
  66. 66. Hooked: How to Build Habit-Forming Products
  67. 67. Facebook 1. 2. Facebook Feed 3. 4. Facebook API
  68. 68. • • • • vs •
  69. 69. Process
  70. 70. A/B Testing • • •Android vs iOS •Cubie: Android •A/B Testing • A/B Testing Calculator •
  71. 71. Process
  72. 72. • • • •
  73. 73. • • Magic Moment • • • •
  74. 74. Mark (Zuckerberg) has said he thinks we won because we wanted it more, and I really believe that. We just worked really hard. It’s not like we’re crazy smart, or we’ve all done these crazy things before. We just worked really really hard, and we executed fast. I strongly encourage you to do that. Growth is optional. by Alex Schultz
  75. 75. • How to Start a Startup: Lecture 6: Growth by Alex Schultz • http://startupclass.samaltman.com/courses/lec06/ • Thoughts on Growth by Josh Elman • http://www.slideshare.net/joshelman/thoughts-on-growth • Building the Ultimate Full Company Growth Team by Sean Ellis • http://www.slideshare.net/seanellis/building-the-ultimate-full-company- growth-team
  76. 76. • • • > •Office Hours

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