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Josh elman launch_4_15_15

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Thoughts on Growth as presented to the Launch Incubator Class on April 15, 2015

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Josh elman launch_4_15_15

  1. 1. April 15, 2015 Thoughts on Growth Josh Elman @joshelman
  2. 2. Josh Elman
  3. 3. Growth circa 1995
  4. 4. Growth today
  5. 5. Growth today
  6. 6. Josh Elman @joshelman , Greylock @greylockvc Growth Key Questions 6 1. Problem: what do people want? 2. Inception: how do we make them aware? 3. Adoption: how can we get them going? 4. Retention: how does it become a habit? Josh Elman @joshelman , Greylock @greylockvc
  7. 7. credit: wwarby on Flickr Measure the things that matter
  8. 8. Someone who Tweets? Someone who wants to stay up to date withfriends? Someone who cares about realtime news? Someone who wants to know what’s happening in their world Someone who wants to tell everyone what they had for breakfast Someone who wants to know what their friends had for breakfast
  9. 9. Our mission: instantly connect people everywhere to what’s most meaningful to them. Feb 14, 2011 from Barcelona, Spain @dickc Dick Costolo
  10. 10. credit: wwarby on Flickr Measure the things that matter
  11. 11. Viral Invites
  12. 12. SEO
  13. 13. Social
  14. 14. PR
  15. 15. PR
  16. 16. In Person
  17. 17. Josh Elman @joshelman , Greylock @greylockvc 26
  18. 18. Josh Elman @joshelman , Greylock @greylockvc 27
  19. 19. Josh Elman @joshelman , Greylock @greylockvc The Learn Flow
  20. 20. Josh Elman @joshelman , Greylock @greylockvc When someone signs up... 29 Everyone else is on it, might as well try I saw it featured in the App Store My friend Julie sent me an invite email Free Trial, I’ll give it a shot Kim Kardashian tweeted about this cool new app Josh Elman @joshelman , Greylock @greylockvc
  21. 21. Josh Elman @joshelman , Greylock @greylockvc YOU HAVE MOREATTENTION NOW THAN YOU EVER WILLAGAIN 30
  22. 22. Josh Elman @joshelman , Greylock @greylockvc 31
  23. 23. Josh Elman @joshelman , Greylock @greylockvc 32
  24. 24. Josh Elman @joshelman , Greylock @greylockvc 33
  25. 25. Josh Elman @joshelman , Greylock @greylockvc 34 0 Twit·Vid n. a simple video sharing option for your tweets. Home @stoptest7 Direct Messages Favorites Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy Home Profile Find People Settings Help Sign out What’s happening? 140 TweetTweet What to do now: 1. Tell us what you’re doing in the box above 2. Find some friends and follow what they’re doing 3. Turn on your mobile phone to update your friends on the go Home stoptest7 0 tweets 0 following 0 followers 0 listed
  26. 26. Josh Elman @joshelman , Greylock @greylockvc 35
  27. 27. Josh Elman @joshelman , Greylock @greylockvc
  28. 28. Josh Elman @joshelman , Greylock @greylockvc THIS IS YOUR BEST CHANCE TO HELP SOMEONE UNDERSTAND YOUR PRODUCT. SO TEACH! 37
  29. 29. Josh Elman @joshelman , Greylock @greylockvc 38
  30. 30. Josh Elman @joshelman , Greylock @greylockvc Slow down, it’s ok to explain 39
  31. 31. Josh Elman @joshelman , Greylock @greylockvc But don’t just tell, get users to engage 40
  32. 32. Josh Elman @joshelman , Greylock @greylockvc Give context and framing 41
  33. 33. Josh Elman @joshelman , Greylock @greylockvc Ask when it’s appropriate, not first 42
  34. 34. Josh Elman @joshelman , Greylock @greylockvc 43
  35. 35. Josh Elman @joshelman , Greylock @greylockvc THE BEST LEARNING COMES FROM MAKING CONSCIOUS DECISIONS 44
  36. 36. Josh Elman @joshelman , Greylock @greylockvc 45
  37. 37. Josh Elman @joshelman , Greylock @greylockvc
  38. 38. Josh Elman @joshelman , Greylock @greylockvc 47
  39. 39. Josh Elman @joshelman , Greylock @greylockvc The Best Learn Flows 48 1. Take their time 2. Break down the product into steps 3. Ask questions instead of explaining 4. Start with the easy questions first 5. Put the user into the product only when ready (but allow skipping) Josh Elman @joshelman , Greylock @greylockvc
  40. 40. credit: wwarby on Flickr
  41. 41. Josh Elman @joshelman , Greylock @greylockvc # days visited in month 1 %whovisitedNdaysinmonth2 Step 1:Analyze month over month usage
  42. 42. Josh Elman @joshelman , Greylock @greylockvc Step 2: Determine who is “core” 51 0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%# 1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32# Reten%on'Rate'based'on'#'%mes'used'in'month'1'
  43. 43. Josh Elman @joshelman , Greylock @greylockvc Step 3: Understand activations 52 CORE CURIOU S NEW CASUA L COLD 20% 90% 40% 40% 40% 8% 50% 10% 95% 4% 1%
  44. 44. Josh Elman @joshelman , Greylock @greylockvc Step 4: Figure out why 53 Following more than 30 accounts 1/3 - mutual follows
 2/3 - one-way follows
  45. 45. Josh Elman @joshelman , Greylock @greylockvc Step 5: 54 Be Creative. Use your data. Build features. Ship. Test. Learn. Josh Elman @joshelman , Greylock @greylockvc
  46. 46. April 15, 2015 Thoughts on Growth Josh Elman @joshelman

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