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Introduction to Growth

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Introduction to Growth

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Introduction to Growth

  1. 1. Introduction to Growth tempo http://fb.me/tempofeng
  2. 2. Tempo 2012. Cubie • Investor: 500 Startups • Advisor: Andrew Chen 2008. Gamelet 2004. Willmobile http://fb.me/tempofeng, http://tempo.tw http://fb.me/pdwtaiwan
  3. 3. Office Hour https://docs.google.com/forms/d/1LouO-prf1PxJ_kbDNfM7D9rhXrUQ82gXg0JXoY8Wqrk/viewform?c=0&w=1
  4. 4. Coworking Space https://docs.google.com/forms/d/1Mz58697Ot_0pTSvzKHjzoPqIKmT1L6CtCy9dLDSI2-s/viewform
  5. 5. • •Retention North Star Magic Moment • • User Buckets Analysis • •
  6. 6. 1. 2. 3. 4.
  7. 7. App 1. App 2.
  8. 8. • • • •
  9. 9. Process
  10. 10. Process
  11. 11. Product/Market Fit
  12. 12. Growth 1. Power Users 2. 3.
  13. 13. 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
  14. 14. • •
  15. 15. Retention • 2nd Day Retention • vs vs • • DAU/MAU
  16. 16. Retention
  17. 17. 1. 20% 2. 40% 3. 60% 4.
  18. 18. • • : 40% • Facebook, Instagram: 50%~60% • cubie: 30% • • Amazon
  19. 19. ? 1. 2. 3. 4. Viral Loop
  20. 20. ? • ... • •
  21. 21. ? •
  22. 22. Product/Market Fit • •http://pmarchive.com/guide_to_startups_part4.html
  23. 23. Product/Market Fit 1. Retention 2. 3.
  24. 24. Product/Market Fit, •Product/Market Fit ~= ~= •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
  25. 25. Product/Market Fit, •
  26. 26. Product/Market Fit, • Product / Market Fit • PMFit Lean Startups
  27. 27. Process
  28. 28. North Star Magic Moment
  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. • Product/Market Fit Magic Moment Magic Moment
  39. 39. User Buckets Analysis Magic Moment
  40. 40. •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 •
  41. 41. • •
  42. 42. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 Curious Casual Core
  43. 43. 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 Curious Casual Core Ladder of Engagement
  44. 44. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 age <= 20 20 < age <= 30 30 < age
  45. 45. User Bucket Analysis 🙂🙂🙂🙂🙂 🙂🙂🙂🙂🙂 🙂🙂 🙂🙂🙂🙂🙂 🙂🙂🙂 🙂🙂🙂🙂🙂 Following = 0 Following < 30 Following >= 30
  46. 46. 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%
  47. 47. • 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
  48. 48. • Magic Moment •Cubie
  49. 49. Process
  50. 50. Actionable Metrics
  51. 51. Actionable Metrics • Actionable Metrics • Magic Moment • Cubie •Send Messages → → Send Picture Messages
  52. 52. Actionable? • Retention • Message Sent • DAU • Active Drivers
  53. 53. • Actionable Metrics • startup = • • • •https://challenges.openideo.com/blog/seven-tips-on-better- brainstorming
  54. 54. • Twitter 30 • 30 • 30 • • 30 public feed
  55. 55. • Cubie • • icon • •
  56. 56. • http://projects.growthhackers.com/
  57. 57. Tactics • Signup Flow/Registration Funnel • Usage Loop • Viral Loop • k-factor • payload / frequency / conversion rate • Viral Loop • Power User • ... • SEO ASO …
  58. 58. Facebook 1. 2. Facebook Feed 3. 4. Facebook API
  59. 59. Process
  60. 60. A/B Testing • • •Android vs iOS •Cubie: Android •A/B Testing • A/B Testing Calculator •
  61. 61. Process
  62. 62. • • • •
  63. 63. Twitter Josh Elman 500 Startups Mentor Greylock, Twitter, Facebook, Linkedin
  64. 64. Twitter
  65. 65. Twitter
  66. 66. Twitter
  67. 67. 2009
  68. 68. 2010
  69. 69. twitter • • • • Twitter 30 • • Twitter • • • •
  70. 70. • • Magic Moment • • • • •Next steps • ...
  71. 71. 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
  72. 72. • 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
  73. 73. • • • > •Office Hours

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