“Most startups don’t fail at building a product. They fail at acquiring customers.” – Gabriel Weinberg. Get to Product Market Fit First.
Unlocking Growth Building a sustainable growth engine with the new rules of marketing “Most startups don’t fail at building a product They fail at acquiring customers.” – Gabriel Weinberg Startup Growth Pyramid Growth Stacking the Odds Product/Market Fit Source: Sean Ellis Growth Stacking the Odds Product/Market Fit Source: Sean Ellis Get to Product Market Fit First What is Product/ Market Fit? A large group wants/needs your product – it’s a ‘must have’ “Focus obsessively on getting to product/ market fit.” – Mark Andreessen Do you have PMF? Ask “How would you feel if you could no longer use the product?” Source: Sean Ellis “Very Disappointed” – 25% Keep burn low, engage, iterate 26 – 39% Try repositioning, retargeting 40 – 100% Proceed up pyramid Segment/personalize last Default to macro first, then segment At a minimum manage active vs inactive Develop programs to manage full lifecycle Driving Growth is Last Step Growth Stacking the Odds Product/Market Fit Source: Sean Ellis Four Types of Growth Topline 180000 160000 Activated 140000 120000 Retained 100000 80000 60000 Monetized 40000 20000 10 11 12 13 Source: James Currier “Growth is about taking your product and optimizing it to create compound interest There are very few (if any) silver bullets when it comes to growth.” – Andy Johns Why Growth Hacking? $160 $140 $120 $100 US Online Ad Spend per User $80 $60 $40 $20 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 “Growth hacking: A cool-sounding euphemism for making the doer feel good about using the same old sleazy marketing tricks.” – David Heinemeier Hansen “Growth hacking is a recognition that when you focus on understanding your users and how they discover and adopt your products, you can build features that help you acquire and retain more users, rather than just spending marketing dollars.” – Josh Elman Don’t delegate growth to a ‘hacker’ Original vision on customer need Don’t abdicate fate to a marketer Growth as an organizational priority Growth = fx (Probability of Success, Impact, Resources Required) Source: Brian Balfour Right marketing mix for you? What are you optimizing for? (Learning, volume, cost) What are your constraints? (Time, money, audience, legal) Source: Brian Balfour Viral Email Facebook Twitter Pinterest Mobile ads Web ads Online video Paid TV ads Craigslist Google+ Radio ads New User Channels iOS Android SEM Affiliates Blog widget TV Apps Google SEO Tumblr Twitter WOM Press Appstore Featured WOM Source: James Currier Categories of growth hacks Platform integrations Powered by Instrumented virality Data-driven hacks Igniting word of mouth 120 Viral Channel Effectiveness 100 Facebook Twitter 80 MySpace 60 Email WOM Android Craigslist iOS 40 20 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 James Currier Build Growth on a Solid Foundation Growth Stacking the Odds Product/Market Fit Source: Sean Ellis Growth Engines Case Studies of How Today's Most Successful Startups Unlock Extraordinary Growth DOWNLOAD ON AMAZON.COM ... Build Growth on a Solid Foundation Growth Stacking the Odds Product/Market Fit Source: Sean Ellis Growth Engines Case Studies of How Today's Most Successful Startups Unlock Extraordinary Growth. .. Develop programs to manage full lifecycle Driving Growth is Last Step Growth Stacking the Odds Product/Market Fit Source: Sean Ellis Four Types of Growth Topline 180000 160000 Activated 140000 120000... James Currier ? ?Growth is about taking your product and optimizing it to create compound interest There are very few (if any) silver bullets when it comes to growth. ” – Andy Johns Why Growth Hacking?