A presentation at #startathon

1. I’ve
got
a
product
idea,
now
what?
Ryan
Lou
Founder,
Krawst
Tweet:
@RyanLou

2. How
to
become
an
instant
hit?
Innovate
in
a
new
space
/
use
word
of
mouth

3. How
to
become
an
instant
hit?
Surprise
people
with
a
price
point
($347)

4. How
to
become
an
instant
hit?
Amaze
people
with
something
unexpected

5. How
to
become
an
instant
hit?
Meet
a
criNcal
TOUCHpoint
/
underserved
market

6. How
to
become
an
instant
hit?
Be
influenNal
to
start
with

7. OR

8. Most
important
lessons
• Only
scale
growth
once
you
have
something
to
grow
• Focus
on
your
core
experience
first
• Constantly
improve
your
product

9. About
me:
Ryan
Lou
• Involved
in
startups
since
2007
• 3
years
markeNng
in
the
US
• Lone
founder
(mostly)
• Self-­‐taught
programming
(Python
/
Django)
• Startup
Chile
(2012)
• Volunteer
docent
at
SG
Zoo
Meet
people
in
a
new
city
through
discovering
places
/
acNviNes

10. A
weekend
project
Playlists+
• Discover
indie
music
• Youtube
playlists
• Play
and
forget
• Users
suggest
songs
to
add
to
playlist
hap://music.krawst.com
CollaboraNon
with
@shuq

11. Delivering
Product
Value

12. What
is
markeNng?
hap://www.youtube.com/watch?v=lAl28d6tbko

13. It’s
not
magic
Data
Marketing
Product

14. QuesNon:
How
many
Nmes
(globally)
do
people
‘Google’
Google
each
month?

15. First
things
First
Globally
923
MILLION
people
search
the
term
“Google”
on
Google
each
month

16. First
things
First
Globally
923
MILLION
people
search
the
term
“Google”
on
Google
each
month
What
happens
when
they
search
for
you?

17. What’s
the
ONE
CORE
ACTIVITY
of
your
product?
How
can
you
get
people
there
as
fast
as
possible?

18. 1
Core
acNvity:
Discover
new
indie
arNsts

19. Growth
Technique:
Focus
on
the
metrics
that
count
(RetenNon
First)

20. Early
focus
was
on
geFng
any
individual
to
7
friends
in
10
days.

21. Get
users
to
5-­‐10
twiNer
accounts
in
their
first
day
on
twiNer.

22. Goal:
Get
users
to
listen
to
the
first
3
songs
in
any
of
the
playlists
Lessons
learned:
1)
Must
first
be
playable

23. Goal:
Get
users
to
listen
to
the
first
3
songs
in
any
of
the
playlists

24. What
the
site
looks
on
mobile.

25. Goal:
Get
users
to
listen
to
3
songs
Lessons
learned:
1)
Must
first
be
playable
2)
Cater
to
different
user
preferences

26. Goal:
Get
users
to
listen
to
the
first
3
songs
in
any
of
the
playlists
Lessons
learned:
1)
Must
first
be
playable
2)
Cater
to
different
user
preferences
3)
User
experience
>>>
Design
elements

27. NL
Form
Jquery
plugin
<opNon><select>
to
<div>
but
slowed
down
playlist
change

28. Do
people
back
come
to
see
random
pictures?

29. Minimum
Viable
Product?
What’s
missing?
Song
Ntle,
playlist
view,
share
buaons,
USER
ACCOUNTS

30. Growth
Technique:
Clearly
define
who
you’re
targeNng

31. Find
your
honey
hole
Step
1:
Follow
someone
on
Twiaer
Step
2:
Link
to
landing
page
in
profile
Step
3:
Collect
email
addresses

33. ArNsts
you’ll
never
find
on
Playlists+

34. Growth
Technique:
Leverage
Super
Plauorms

36. AirBnB

37. AirBnB

38. Pitching
journalists
Source:
hap://www.slideshare.net/adamsmith1/from-­‐zero-­‐to-­‐a-­‐million-­‐users-­‐dropbox-­‐and-­‐xobni-­‐lessons-­‐learned?
from_search=6

39. Tips
for
pitching
the
press
1) Pick
the
right
publicaNon
2) Pitch
only
1
feature
3)
Focus
the
story
on
specifics
hap://www.growhack.com/2012/10/17/how-­‐brandyourself-­‐unexpectedly-­‐
got-­‐60k-­‐users-­‐in-­‐60-­‐hours/

40. Keith
Rabois,
the
Former
COO
of
Square
• First
grow
based
on
real
value
• Growth
hacking
is
an
observaNonal
science
• Feature
design
is
the
new
markeNng

41. “Nothing
works
beaer
than
improving
your
product.”
—
Joel
Spolsky,
Stack
Exchange

42. “Nothing
works
beaer
than
improving
your
product.”
—
Joel
Spolsky,
Stack
Exchange
But
first:
When
you
start
a
project,
make
sure
you
finish
it,
even
if
no
one
uses
it.

43. I’ve
got
a
product
idea,
now
what?
Ryan
Lou
Founder,
Krawst
Tweet:
@RyanLou