This document provides a summary of how to build and scale a sustainable growth strategy through establishing functional growth teams and experimentation. It discusses defining product-market fit, setting up growth teams with roles like product manager, marketer, designer, engineer, and data analyst. It emphasizes an experimentation mindset with phases of discovery, prioritization, design, execution, measurement, and learning. The goal is to scale by continuously testing and optimizing around a north star metric through this process.

1. A playbook on how to build a
sustainable growth strategy and
execute on it.

2. Yaroslav Stepanenko
Product Marketing Manager, MacPaw, Inc
Co-founder at Growth Marketing Stage
Co-founder at pmFit.io

3. Close Your Eyes

4. 💰💰💰
💲
💵

5. Playbook

6. Find and Measure
Product<>Market Fit
Playbook

7. Find and Measure
Product<>Market Fit
Build and Scale
Functional Growth
Teams
Playbook

8. Find and Measure
Product<>Market Fit
Build and Scale
Functional Growth
Teams
Scale via Testing and
Experiments
Playbook

9. a new era on the Mac market

10. Find and Measure
Product<>Market Fit
Playbook

11. What is Product<>Market Fit?

12. “Product-Market Fit means
being in a good market with
a product that can satisfy
that market”
Marc Andreessen, a16z

13. Product-Market Fit means that your
average sales person can sell your product
to an average customer.
Or your average ads can convert a
significant percentage of your average
customers.

14. PMF is basically a health check
that allows you to test the following:

15. • Does the problem we solve exist?
PMF is basically a health check
that allows you to test the following:

16. • Does the problem we solve exist?
• Is the problem important enough?
PMF is basically a health check
that allows you to test the following:

17. • Does the problem we solve exist?
• Is the problem important enough?
• Is the market for our product a 'good' market?
PMF is basically a health check
that allows you to test the following:

18. Today I’m going to show you simple and easy-to-implement
approach of measuring and monitoring Product-Market Fit.

19. Sean Ellis’ Product-Market Fit Survey

21. 7 Questions Survey

24. Who should I send the survey to?

25. Who should I send the survey to?
People that have experienced the core of your product offering:
• used your product at least twice
• used your product in the last two weeks

26. No Incentives

27. How many people do I need for conclusive
results?

28. How many people do I need for conclusive
results?
The more you have, the more accurate results will be
But ~50 responses can be enough.

29. Cool thing: the survey is really insightful

30. Cool thing: the survey is really insightful
Bad thing: you actually have to talk to
your customers

31. How many of you talked to your
customers?

32. How many of you talked to your
customers last week?

34. The Most Important Question

36. If 40% say "very disappointed", then you
have achieved product - market fit.

37. Good News:

40. It was just the beginning

41. Quantitative and Qualitative Data

45. Alternatives to
Setapp

50. Primary Benefit
of Setapp

57. How they
describe Setapp

62. How they describe
Setapp’s User

65. How can we
improve Setapp?

67. •Create and send this survey
• Measure your Product-Market fit
• Analyze qualitative and quantitative data
•Communicate the results to the teams
Takeaways

68. Product-Market Fit is not permanent.

69. 2 easy ways to health check your
Product-Market Fit on regular basis

70. First

71. Setup an email-sequence and send it every X months to your new
customers.
First

72. Q1, 2018
Q4, 2018
Q3, 2018

73. Second

74. Use retention dashboards with segmentation applied.
Second

75. Setapp paid customers: 30% of paying customers
come back each day.

76. Looks healthy, doesn’t it?

77. But the dashboard for trial customers don’t
look that cool.

78. Setapp trial customers: 90% of trials are
lost on the second day.

79. Setting up these dashboards will let
you
track the health of your product
constantly.

80. Product-Market Fit doesn’t last forever.

81. Find and Measure
Product<>Market Fit
Playbook

82. Find and Measure
Product<>Market Fit
Build and Scale
Functional Growth
Teams
Playbook

83. Build and Scale Functional
Growth Teams

84. What is a Growth Team?

85. What is a Growth Team?
Self contained team that owns and drives a business metric
through rigorous testing practices

86. Growth Team Structure

88. Roles on the Growth Team
Product Manager Leader. Sets the culture and direction
Marketer Expert in at least one channel.
Designer Not a perfectionist. Can mock up quickly.
Engineer Experiment driven, passionate about growth.
Data Analyst Help design the tests and get the insights

89. Who to Hire to the Growth Team

90. Who to Hire to the Growth Team
Email
Marketing
Research. Design. SQL
T-Shaped: Widening & Fattening

91. Growth Marketing
vs
Marketing

93. Growth Hacking Marketing

94. Find and Measure
Product<>Market Fit
Build and Scale
Functional Growth
Teams
Playbook

95. Find and Measure
Product<>Market Fit
Build and Scale
Functional Growth
Teams
Scale via Testing and
Experiments
Playbook

96. Scale via Testing and
Experiments

97. Experimentation Mindset

98. Discovery
Prioritization
Design and ExecutionMeasurement
Learning &
Insights

99. North Star Metric

100. Find and Measure
Product<>Market Fit
Build and Scale
Functional Growth
Teams
Scale via Testing and
Experiments
Summary

101. ONE LAST THING

102. We Are Hiring

103. yaroslav@macpaw.com
@Yaroslav_S
Thank You