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Wifi: TheFamily
Password: lamifasisi
#GHParis18
COMING NEXT
The Language of Growth

Adam Breckler, Founder, Prism.io
Product / Market fit &
Retention

Mateo Sossah, Growt...
youtube.com/startupfood
4900€/an
Referral program
-10% par personne
koudetat@thefamily.co
The Language
of Growth
Adam Breckler, Founder, Prism.io
Who  am  I?
Adam  Breckler  
“Internet  Professional”  
Founder
Advisor/Investor  
Employee  
Why  does  language  matter?
3  examples  
Three  startups  and  the  language  
they  used  early  on  in  describing  
t...
Before they were
famous: A tale of
three startups and
their tag-lines…
11
______ makes your professional
network faster and more powerful
“
If each of your 20 trusted contacts connected to 20 more...
LinkedIn    
2003
LinkedIn  -­‐  2003
Then:  Emphasis  on  extending  
your  reach  as  a  professional.  
Note:    Long  paragraph  text  
...
Real-time picture chatting, now
for iPhone.
“
____ is the fastest way to share a moment
on iPhone - up to IOx faster than ...
Snapchat    
2012
Snapchat  -­‐  2012
Then:  Emphasis  on  an  
existing  pain  point  “sending  
photos  via  mms”.  
Note:  No  mention  o...
Use _____ to stay in touch with your friends,
all the time.
If you have a cell and can txt, you’ll never be
bored again….E...
Twitter    
2006
Twitter  -­‐  2006
Then:  Emphasis  on  keeping  
up  to  date  with  friends.  
Note:    Platform  was  
primarily  SMS. ...
Tactic  1:  
Ask  your  
users.
How  would  you  describe  our  product  to  a  friend?    
Cost:  Free!
“Screenshots  on ...
Tactic  2:  
Google  
Consumer  
Insights  
Surveys
What  does  this  app  do  for  you?  
Cost:  Each  single-­‐question ...
Tactic  3:  
Tagline  
Testing  w/  
Optimizely
+225%
Signup rate
+43%
Share rate
Thank you!
Get in touch
http://prism.io
adam@prism.io
@adambreckler
24
Mateo Sossah
“Product Market Fit & Retention”
Growth Hacking @ TheFamily
October 1st 2015
Growth Hacking Stages
Découverte
• Rendre visible la Proposition
de valeur
• Inciter au test
• Techniques utilisées: ads,
...
Decision: Product Market Fit
Valeur Perçue
• La proposition de valeur
répond à un besoin
• Sur le Papier, le
consommateur ...
Ne pas brûler les étapes
DECOUVERTE
• Effet panier percé ! Gaspillage
de temps et d’argent.
• Une seule première impressio...
Dubsmash
75M+ de téléchargements en 7 mois
Une proposition de valeur
puissante
Un produit qui favorise la
croissance organ...
Understanding the Role of
Engagement and Retention
for Startups
Maxime Salomon
• Co-founder @GrowthBakery
• Did YC w/ Algolia
• Worked in Silicon Valley, Paris, Boston & Dublin
Startups are complex
Startup = Growth
How does a startup grow?
One important question:
Startup = n(customers) * CLV
Deliberately simple formula to define a startup:
Startup = n(customers) * CLV
Acquisition
Engagement &
Retention
Startup = Growth
Startup = (Acquisition)*%Growth) * (Engagement & Retention*%Growth)
Users
0
12,5
25
37,5
50
Months
M0 M1 M2 M3 M4
= Monthly Active Users= # of Users
Users
0
12,5
25
37,5
50
Months
M0 M1 M2 M3 M4
= Monthly Active Users= # of Users
Today’s focus:
Engagement & Retention * (%Growth)
Why Engagement & Retention are more
important than Acquisition?
http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
Instagram is a fun and quirky way to share your life
with friends through a series of pictures.
Finding the metric that matters for your startup
Finding the metric that matters for your startup
KPI Frequency+
Instagram =
Pictures Shared per Month
KPI Frequency
Netflix : Total Time Watching per Month
Evernote : # notes per Week
Mapping Engagement
New users
Dormant users
Active users
Casual users
New users
Dormant users
Active users
Casual users
%
%
%
%
%
%
%
%
%
Measuring Retention
M0 M1 M2 M3 M4 M5 M6 M7 M8
January 100 % 20 % 16 % 14 % 12 % 10 % 8 % 8 % 8 %
February 100 % 20 % 18 % 16 % 14 % 12 % 10 %...
MonthlyActiveUsers
0
25
50
75
100
Months
M0 M1 M2 M3 M4 M5 M6 M7 M8
Hypothesis: No change in acquisition. 100% = 10 000 ne...
Data Analysis & Visualization
Improving Retention
1. Identify Opportunity w/ Data (qual & quant)
2. Formulate Hypothesis
3. Run Experiment(s)
4. Analyse Results
5. Repeat
G...
New users
Dormant users
Active users
Casual users
20%
10%
70%
1. M1 Retention is abnormally low. Feedbacks about FUX from users are negative. « I
don’t understand what the app is about...
5 Engagement & Retention To Dos
1. Define the metric that matters for your startup
2. Map your product engagement
3. Measur...
Thanks
@maximesalomon
63
MERCI ;)
growth.koudetat.co
Growth Hacking Paris #18
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Growth Hacking Paris #18

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Three speakers were present to talk about Growth Hacking !
- Adam Breckler, Founder of Prism.io talked about the language of growth
- Mateo Sossah, ex-Growth Hacker at Dubsmash and CEO of Batling explained Product/Market fit & Retention
- Maxime Salomon, Co-Founder Growth Bakery presented the role of engagement and retention for startups.

Veröffentlicht in: Business
  • Als Erste(r) kommentieren

Growth Hacking Paris #18

  1. 1. Wifi: TheFamily Password: lamifasisi #GHParis18
  2. 2. COMING NEXT The Language of Growth
 Adam Breckler, Founder, Prism.io Product / Market fit & Retention
 Mateo Sossah, Growth Hacker chez Dubsmash Understanding the Role of Engagement and Retention for Startups
 Maxime Salomon, co-founder, The Growth Bakery
  3. 3. youtube.com/startupfood
  4. 4. 4900€/an
  5. 5. Referral program -10% par personne
  6. 6. koudetat@thefamily.co
  7. 7. The Language of Growth Adam Breckler, Founder, Prism.io
  8. 8. Who  am  I? Adam  Breckler   “Internet  Professional”   Founder Advisor/Investor   Employee  
  9. 9. Why  does  language  matter? 3  examples   Three  startups  and  the  language   they  used  early  on  in  describing   their  product Acquisition:  How  you  communicate  your  product  value  to  new   users  influences  their  willingness  to  give  it  a  try.       Retention:  How  often  will  users  engage  with  your  product.   Referral:    How  existing  users  communicate  the  value  of  your   product  to  other  potential  users. 3  tactics   Three  practical  tactics  to  use  in   uncovering  the  right  language  to   describe  your  product  to  fuel  growth.
  10. 10. Before they were famous: A tale of three startups and their tag-lines… 11
  11. 11. ______ makes your professional network faster and more powerful “ 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.
  12. 12. LinkedIn     2003
  13. 13. LinkedIn  -­‐  2003 Then:  Emphasis  on  extending   your  reach  as  a  professional.   Note:    Long  paragraph  text   explanation.   Now:    Emphasis  on   professional  growth  &   retention.   “Be  great  at  what  you  do” LinkedIn  -­‐  2015
  14. 14. Real-time picture chatting, now for iPhone. “ ____ is the fastest way to share a moment on iPhone - up to IOx faster than MMS!
  15. 15. Snapchat     2012
  16. 16. Snapchat  -­‐  2012 Then:  Emphasis  on  an   existing  pain  point  “sending   photos  via  mms”.   Note:  No  mention  of   ‘disappearing’  or  ‘privacy’   anywhere.   Now:  Sparsest  homepage   imaginable,  not  even  a   download  link  above  fold. Snapchat  -­‐  2015
  17. 17. Use _____ to stay in touch with your friends, all the time. If you have a cell and can txt, you’ll never be bored again….E V E R! “
  18. 18. Twitter     2006
  19. 19. Twitter  -­‐  2006 Then:  Emphasis  on  keeping   up  to  date  with  friends.   Note:    Platform  was   primarily  SMS.   Now:    Emphasis  on  content   consumption  vs  creation.   “See  what’s  happening  right   now” Twitter  -­‐  2015
  20. 20. Tactic  1:   Ask  your   users. How  would  you  describe  our  product  to  a  friend?     Cost:  Free! “Screenshots  on  steroids”   “A  better  way  to  organize  my  screenshots”   “Helps  me  save  things  for  offline  viewing”   “Like  a  private  pinterest,  but  for  screenshots”
  21. 21. Tactic  2:   Google   Consumer   Insights   Surveys What  does  this  app  do  for  you?   Cost:  Each  single-­‐question  response  costs  ~$0.10-­‐$0.15
  22. 22. Tactic  3:   Tagline   Testing  w/   Optimizely +225% Signup rate +43% Share rate
  23. 23. Thank you! Get in touch http://prism.io adam@prism.io @adambreckler 24
  24. 24. Mateo Sossah “Product Market Fit & Retention” Growth Hacking @ TheFamily October 1st 2015
  25. 25. Growth Hacking Stages Découverte • Rendre visible la Proposition de valeur • Inciter au test • Techniques utilisées: ads, referral program, first time discount… Consolidation • Augmenter la Customer Lifetime Value • Augmenter la rétention, l‘engagement, le prix du panier moyen... • Techniques utilisées: Campagnes d‘emailing, push notifications, partenariats stratégiques, discounts... Decision
  26. 26. Decision: Product Market Fit Valeur Perçue • La proposition de valeur répond à un besoin • Sur le Papier, le consommateur potentiel est séduit Valeur Réelle • Etape concrète ! Mon problème est-il résolu? • Votre produit/service apporte de la valeur ajoutée de manière systématique
  27. 27. Ne pas brûler les étapes DECOUVERTE • Effet panier percé ! Gaspillage de temps et d’argent. • Une seule première impression CONSOLIDATION • Effet très limité ! Perte de temps et découragement • Vous énervez les utilisateurs Une fois que le Product Market Fit est validé = Growth Hacking
  28. 28. Dubsmash 75M+ de téléchargements en 7 mois Une proposition de valeur puissante Un produit qui favorise la croissance organique 0€ de marketing Une valeur ajoutée peu répétitive Un format boosté pour la création, sans la consommation Pas de consolidation possible Un exemple de viralité Un problème de rétention
  29. 29. Understanding the Role of Engagement and Retention for Startups
  30. 30. Maxime Salomon • Co-founder @GrowthBakery • Did YC w/ Algolia • Worked in Silicon Valley, Paris, Boston & Dublin
  31. 31. Startups are complex
  32. 32. Startup = Growth
  33. 33. How does a startup grow? One important question:
  34. 34. Startup = n(customers) * CLV Deliberately simple formula to define a startup:
  35. 35. Startup = n(customers) * CLV Acquisition Engagement & Retention
  36. 36. Startup = Growth Startup = (Acquisition)*%Growth) * (Engagement & Retention*%Growth)
  37. 37. Users 0 12,5 25 37,5 50 Months M0 M1 M2 M3 M4 = Monthly Active Users= # of Users
  38. 38. Users 0 12,5 25 37,5 50 Months M0 M1 M2 M3 M4 = Monthly Active Users= # of Users
  39. 39. Today’s focus: Engagement & Retention * (%Growth)
  40. 40. Why Engagement & Retention are more important than Acquisition?
  41. 41. http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
  42. 42. http://andrewchen.co/new-data-shows-why-losing-80-of-your-mobile-users-is-normal-and-that-the-best-apps-do-much-better/
  43. 43. Instagram is a fun and quirky way to share your life with friends through a series of pictures.
  44. 44. Finding the metric that matters for your startup
  45. 45. Finding the metric that matters for your startup KPI Frequency+
  46. 46. Instagram = Pictures Shared per Month KPI Frequency
  47. 47. Netflix : Total Time Watching per Month
  48. 48. Evernote : # notes per Week
  49. 49. Mapping Engagement
  50. 50. New users Dormant users Active users Casual users
  51. 51. New users Dormant users Active users Casual users % % % % % % % % %
  52. 52. Measuring Retention
  53. 53. M0 M1 M2 M3 M4 M5 M6 M7 M8 January 100 % 20 % 16 % 14 % 12 % 10 % 8 % 8 % 8 % February 100 % 20 % 18 % 16 % 14 % 12 % 10 % 10 % March 100 % 24 % 22 % 20 % 18 % 16 % 14 % April 100 % 28 % 26 % 24 % 22 % 20 % May 100 % 34 % 32 % 30 % 28 % June 100 % 36 % 34 % 32 % July 100 % 38 % 36 % August 100 % 40 % September 100 % Hypothesis: No change in acquisition. 100% = 10 000 new users Cohort Graph
  54. 54. MonthlyActiveUsers 0 25 50 75 100 Months M0 M1 M2 M3 M4 M5 M6 M7 M8 Hypothesis: No change in acquisition. 100% = 10 000 new users Retention Graph
  55. 55. Data Analysis & Visualization
  56. 56. Improving Retention
  57. 57. 1. Identify Opportunity w/ Data (qual & quant) 2. Formulate Hypothesis 3. Run Experiment(s) 4. Analyse Results 5. Repeat Growth Process
  58. 58. New users Dormant users Active users Casual users 20% 10% 70%
  59. 59. 1. M1 Retention is abnormally low. Feedbacks about FUX from users are negative. « I don’t 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 sufficient) 4. New onboarding improved M1 Retention by 10%. Learnings = « I understand what the app can do for me but I already use X for that » —> Core Product Value not strong enough. 5. Repeat Example
  60. 60. 5 Engagement & Retention To Dos 1. Define 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
  61. 61. Thanks @maximesalomon
  62. 62. 63 MERCI ;) growth.koudetat.co

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