This document summarizes key points from a conference on startup growth. It includes discussions on product/market fit, engagement, and retention. The first speaker, Adam Breckler, discusses how the language companies use to describe their products can impact acquisition, retention, and referrals. He provides examples of how LinkedIn, Snapchat, and Twitter initially positioned themselves. The second speaker, Mateo Sossah, outlines growth hacking stages and emphasizes the importance of validating product/market fit before focusing on consolidation. The third speaker, Maxime Salomon, discusses how engagement and retention are more important than acquisition for growth. He provides frameworks for measuring and improving retention through experimentation.
2. COMING NEXT
The Language of Growthâ¨
Adam Breckler, Founder, Prism.io
Product / Market fit &
Retentionâ¨
Mateo Sossah, Growth Hacker chez
Dubsmash
Understanding the Role of
Engagement and Retention
for Startupsâ¨
Maxime Salomon, co-founder, The Growth
Bakery
9. Who  am  I?
Adam  Breckler Â
âInternet  Professionalâ Â
Founder
Advisor/Investor Â
Employee Â
10. Why  does  language  matter?
3 Â examples Â
Three  startups  and  the  language Â
they  used  early  on  in  describing Â
their  product
Acquisition:  How  you  communicate  your  product  value  to  new Â
users  influences  their  willingness  to  give  it  a  try. Â
 Â
Retention:  How  often  will  users  engage  with  your  product. Â
Referral:   How  existing  users  communicate  the  value  of  your Â
product  to  other  potential  users.
3 Â tactics Â
Three  practical  tactics  to  use  in Â
uncovering  the  right  language  to Â
describe  your  product  to  fuel  growth.
12. ______ makes your professional
network faster and more powerful
â
If each of your 20 trusted contacts connected to 20 more of their own,
you could potentially contact more than 150 thousand professionals
through the people you already know and trust.
14. LinkedIn  -Ââ  2003
Then:  Emphasis  on  extending Â
your  reach  as  a  professional. Â
Note:   Long  paragraph  text Â
explanation. Â
Now:   Emphasis  on Â
professional  growth  & Â
retention. Â
âBe  great  at  what  you  doâ
LinkedIn  -Ââ  2015
15. Real-time picture chatting, now
for iPhone.
â
____ is the fastest way to share a moment
on iPhone - up to IOx faster than MMS!
17. Snapchat  -Ââ  2012
Then:  Emphasis  on  an Â
existing  pain  point  âsending Â
photos  via  mmsâ. Â
Note:  No  mention  of Â
âdisappearingâ  or  âprivacyâ Â
anywhere. Â
Now:  Sparsest  homepage Â
imaginable,  not  even  a Â
download  link  above  fold.
Snapchat  -Ââ  2015
18. Use _____ to stay in touch with your friends,
all the time.
If you have a cell and can txt, youâll never be
bored againâŚ.E V E R!
â
20. Twitter  -Ââ  2006
Then:  Emphasis  on  keeping Â
up  to  date  with  friends. Â
Note:   Platform  was Â
primarily  SMS. Â
Now:   Emphasis  on  content Â
consumption  vs  creation. Â
âSee  whatâs  happening  right Â
nowâ
Twitter  -Ââ  2015
21. Tactic  1: Â
Ask  your Â
users.
How  would  you  describe  our  product  to  a  friend?  Â
Cost: Â Free!
âScreenshots  on  steroidsâ Â
âA  better  way  to  organize  my  screenshotsâ Â
âHelps  me  save  things  for  offline  viewingâ Â
âLike  a  private  pinterest,  but  for  screenshotsâ
22. Tactic  2: Â
Google Â
Consumer Â
Insights Â
Surveys
What  does  this  app  do  for  you? Â
Cost:  Each  single-Ââquestion  response  costs  ~$0.10-Ââ$0.15
26. Growth Hacking Stages
DĂŠcouverte
⢠Rendre visible la Proposition
de valeur
⢠Inciter au test
⢠Techniques utilisÊes: ads,
referral program, first time
discountâŚ
Consolidation
⢠Augmenter la Customer Lifetime Value
⢠Augmenter la rĂŠtention, lâengagement, le
prix du panier moyen...
⢠Techniques utilisÊes: Campagnes
dâemailing, push notifications,
partenariats stratĂŠgiques, discounts...
Decision
27. Decision: Product Market Fit
Valeur Perçue
⢠La proposition de valeur
rĂŠpond Ă un besoin
⢠Sur le Papier, le
consommateur potentiel est
sĂŠduit
Valeur RĂŠelle
⢠Etape concrète ! Mon problème est-il
rĂŠsolu?
⢠Votre produit/service apporte de la valeur
ajoutÊe de manière systÊmatique
28. Ne pas brĂťler les ĂŠtapes
DECOUVERTE
⢠Effet panier percÊ ! Gaspillage
de temps et dâargent.
⢠Une seule première impression
CONSOLIDATION
⢠Effet très limitÊ ! Perte de
temps et dĂŠcouragement
⢠Vous Ênervez les utilisateurs
Une fois que le Product Market Fit est validĂŠ = Growth Hacking
29. Dubsmash
75M+ de tĂŠlĂŠchargements en 7 mois
Une proposition de valeur
puissante
Un produit qui favorise la
croissance organique
0⏠de marketing
Une valeur ajoutĂŠe peu rĂŠpĂŠtitive
Un format boostĂŠ pour la
crĂŠation, sans la consommation
Pas de consolidation possible
Un exemple de
viralitĂŠ
Un problème
de rĂŠtention
60. 1. M1 Retention is abnormally low. Feedbacks about FUX from users are negative. ÂŤÂ I
donât understand what the app is about 
2. If we improve the onboarding by adding an example, then we believe M1 Retention will
increase by 50%.
3. Create a new onboarding and run an A/B test (if acquisition is sufďŹcient)
4. New onboarding improved M1 Retention by 10%. Learnings = ÂŤÂ I understand what the
app can do for me but I already use X for that  â> Core Product Value not strong
enough.
5. Repeat
Example
61. 5 Engagement & Retention To Dos
1. DeďŹne the metric that matters for your startup
2. Map your product engagement
3. Measure Engagement & Retention
4. Put in place a process to improve Retention
5. Never stop experimenting