8, 2015
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Scaling Authentic Growth презентация
Содержание
- 1. Scaling Authentic Growth
- 2. Key To Sustainable Growth Success
- 3. Requirements for Organic Growth “Must have” product Compelling, authentic promise Users are proud to share
- 4. Accelerate by Pouring Fuel on Fire
- 5. North Star Metric for Growth Reflects value
- 6. But First Things First
- 7. Validate Product Market Fit “Must have” product
- 8. Unlocking Organic Growth
- 9. Research for Organic Growth Understand “Must Have”
- 10. Research for Organic Growth (P2) Crowdsource product
- 11. Optimize Organic Value Delivery Home Page Messaging
- 12. Scaling Growth
- 13. Product Scaling Growth is
- 14. Product
- 15. Building Core Growth Team Start with Growth
- 16. Testing Drives Growth Day 1: No certainty
- 17. High Tempo Testing: Twitter 0.5 tests/week 10 tests/week Satya Patel – 2014 Agile Marketing Meetup
- 18. Growth Team Needs Effective Process
- 19. Unbridled Ideation
- 20. Unbridled Ideation Build large backlog of ideas (my team 500+)
- 21. Inputs for Growth Testing Ideas
- 22. Prioritize Backlog
- 23. Formalize ideas in Experiment Doc Include research,
- 24. Compare Ideas by ICE Score
- 25. Launch Tests
- 26. Select Tests in Weekly Meeting Choose tests
- 27. Example Growth Meeting Agenda 15 min: KPI
- 28. Capture Learning
- 29. Capture Learning Details Every test leads to learning Organize learning for easy access
- 30. Share Learning with Team+
- 31. Example Test – Related Posts Add related
- 32. Another Example - oEmbed Data: Embeds =
- 33. Example Tests from Dropbox Revenue test Referral test Retention/Revenue test
- 34. Sharing Landing Page
- 35. Join GH Projects Private Beta at Projects.GrowthHackers.com
Key To Sustainable Growth Success
Слайд 3Requirements for Organic Growth
“Must have” product
Compelling, authentic promise
Users are proud to
share
Слайд 5North Star Metric for Growth
Reflects value delivered to your customers
Provides lens
for measuring real growth and evaluating tests
Examples: Airbnb nights booked, Facebook MAU (monthly active users)
Captures several metrics (i.e. retention reflected in MRR and MAU)
Examples: Airbnb nights booked, Facebook MAU (monthly active users)
Captures several metrics (i.e. retention reflected in MRR and MAU)
Слайд 7Validate Product Market Fit
“Must have” product for large market
Ask users “How
would you feel if you could no longer use this product?”
Very disappointed (40%+)
Somewhat disappointed
Not disappointed
N/A – I already stopped using
Very disappointed (40%+)
Somewhat disappointed
Not disappointed
N/A – I already stopped using
Слайд 9Research for Organic Growth
Understand “Must Have” Users
Who are they (demographics)?
Why did
they seek product (intent)?
How are they using product?
Key Benefit - Narrow by Must Have
Ask 1st group: “What is key benefit?” (open ended)
Ask 2nd group: “What is key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
How are they using product?
Key Benefit - Narrow by Must Have
Ask 1st group: “What is key benefit?” (open ended)
Ask 2nd group: “What is key benefit?” (multiple choice), “Why is that benefit important?” (open ended)
Слайд 10Research for Organic Growth (P2)
Crowdsource product description
Have you recommended this product?
(Yes/No)
If Yes, ask “How did you describe it?” (open ended)
If Yes, ask “How did you describe it?” (open ended)
Слайд 11Optimize Organic Value Delivery
Home Page Messaging
Hook: A/B test “hook” based on
intent
(best response)
Promise: A/B test promise statements (stay true to “must have benefit”)
Description: A/B test descriptions (best response)
Onboarding to “must have experience”
Promise: A/B test promise statements (stay true to “must have benefit”)
Description: A/B test descriptions (best response)
Onboarding to “must have experience”
Слайд 13Product
Scaling Growth is Cross Functional
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/APIs
Marketing
Слайд 14
Product
Core Growth Team Drives Testing
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/APIs
Marketing
Growth Team
Слайд 15Building Core Growth Team
Start with Growth Master
(PM Growth)
Add dedicated people
to core as needed to hit tempo goals
Core often includes designers, growth engineers, analysts…
Execute High Tempo Testing Process
Core often includes designers, growth engineers, analysts…
Execute High Tempo Testing Process
Слайд 16Testing Drives Growth
Day 1: No certainty about how you will grow
More
testing = More discovery
Rapid testing across all vectors
Rapid testing across all vectors
Acquisition Referral
Activation Revenue
Retention Resurrection
Слайд 17High Tempo Testing: Twitter
0.5 tests/week
10 tests/week
Satya Patel – 2014 Agile Marketing
Meetup
Слайд 23Formalize ideas in Experiment Doc
Include research, hypothesis, target lever
Keep general contributor
ideas simple (no ICE)
Слайд 26Select Tests in Weekly Meeting
Choose tests to launch (no brainstorming)
Assign a
project manager to each test
PM Growth assist in releasing each test
PM Growth assist in releasing each test
Слайд 27Example Growth Meeting Agenda
15 min: KPI review & update focus area
10
min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
Слайд 31Example Test – Related Posts
Add related posts to article summary
Hypothesis: More
time on site
Result: Hypothesis validated
Result: Hypothesis validated
…Article text…
Слайд 32Another Example - oEmbed
Data: Embeds = longer sessions
Hypothesis: Same action =
more embeds
Result: 41% increase in embedded media
Result: 41% increase in embedded media
Slides
Videos
Слайд 35Join GH Projects Private Beta
at Projects.GrowthHackers.com
Purpose-Built Growth Collaboration System:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
