1.
How to Drive Breakout
Growth: Learning from
Fast-Growing Startups
MORGAN BROWN, AUTHOR, HACKING GROWTH

2.
WATCH WEBINAR RECORDING NOW

3.
@Kissmetrics
#Kisswebinar
@thuelmadsen

4.
Thue is the Kissmetrics Webinar Wizard and Marketing
Ops Manager. Before joining forces with Kissmetrics, he
was a Lyft driver in SF, which is also how he ended up as
a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking
in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Morgan Brown is the COO of Inman News, the leading
business intelligence source for real estate. A digital
marketing veteran with 17 years helping early stage
companies find traction and breakout growth, he
launched GrowthHackers.com with Sean Ellis.
MORGAN BROWN
Author, Hacking Growth
@morganb

5.
#Kisswebinar
@morganb

6.
1 The Three Pillars of Growth
Figuring out what customers want
Instrumenting your product
Building a Growth Model
Finding your North Star
2 Must-Have Product
3 Organize for Growth
TABLE OF CONTENTS
#Kisswebinar
ID growth opportunities
Running the growth process
4 Growth Process

7.
Product
Team
Process

8.
Product
BUILDING SOMETHING THAT’S ‘MUST-HAVE’

9.
For the main content you can use the previous slide with the top bar or this all
white slide
#Kisswebinar

10.
SURVEY.IO
Ask customers: “How disappointed would you be if you could no longer
use this product?”
#Kisswebinar

11.
#Kisswebinar
Ultimately, retention curves are your best measure of whether your
product is ‘Must-Have’ or not.
0
1 3 7 14 30
Days Since App Install
PercentageofUsersStillActive
60 90
20
40
60
80
100
Top 10 Apps
Next 50 Apps
Next 100 Apps
Next 5,000 Apps

12.
Jack Dorsey
Co-founder Twitter, Square
One of my greatest lessons in
starting and running Twitter and
Square is how important it is to
instrument all usage.
“

13.
For the main content you can use the previous slide with the top bar or this all
white slide
#Kisswebinar

14.
NORTH STAR METRIC
#Kisswebinar
Bad NSM
Measures Price Paid:
MRR, Paid Seats
Good
Measures Value:
DAU, Messages Sent
Better
Indicates PMF:
Messages per team
https://growthhackers.com/slides/numbers-that-actually-matter-finding-your-north-star

15.
BUILD A GROWTH MODEL
http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/
#Kisswebinar

16.
Team
ORGANIZE FOR GROWTH

17.
PRODUCT-LED GROWTH
#Kisswebinar
Acquisition
product
manager
engineer
designer
data scientist
Activation
product
manager
engineer
designer
data scientist
Retention
product
manager
engineer
designer
data scientist
CEO
VP product VP ENGINEERINGVP marketing
https://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9

18.
INDEPENDENT GROWTH TEAM
#Kisswebinarhttps://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9
Acquisition
product
manager
engineer
designer
datascientist
Activation
product
manager
engineer
designer
datascientist
Retention
product
manager
engineer
designer
datascientist
CEO
VP GROWTH
VP PRODUCT VP MARKETING
VP ENGINEERING

19.
ORGANIZATION BY STAGE
#Kisswebinar
Startup
Growth Team:
Whole Company, CEO-led
Traction
Growth Team:
Product / Independent
Scale
Growth Team:
Product or Feature

20.
"The idea was basically to look at all the possible things to learn about
what influences how Facebook grows, and focus on those metrics.”
– Javier Olivan, Facebook
#Kisswebinar

21.
Process
OPTIMIZE FOR RAPID LEARNING

22.
Analyze
Ideate
Prioritize
Test

23.
IDENTIFY GROWTH OPPORTUNITIES
#Kisswebinar
April 1, 2015 – April 30, 2015
+
328,228 (100%) 71,159 (21.6%) 9,748 (3%) 7,184 (2,2%)
328,228 people
328,228
71,159
9,748 7,184
164,114 people
0 people
Channel: Origin
Organic: Google
Direct
SoCial: Twitter
Paid: Facebook
Paid: AdWords
130,636 (100%)
95,344 (100%)
83,581 (100%)
10,542 (100%)
8,125 (100%)
25,898 (20%)
18,256 (19.1%)
11,630 (14%)
8,527 (81%)
6,848 (84.2%)
3,427 (3%)
2,534 (3%)
2,113 (3%)
936 (9%)
738 (9%)
3,136 (2.4%)
2,177 (2.3%)
755 (.9%)
585 (5.5%)
531 (6.5%)
Funnel Overview Visited Site Signed up Activation Billed
Fig. 013
Ellis & Brown, Hacking Growth
RH118
First proof
Like with funnel reports from Kissmetrics!

24.
IDENTIFY GROWTH OPPORTUNITIES
#Kisswebinar
Generate lots of ideas & prioritize with ICE

25.
DON’T LET PERFECTION PARALYZE YOU
#Kisswebinar
Use historical data, benchmarks & models.
Use ranges, not absolutes.

26.
For the main content you can use the previous slide with the top bar or this all
white slide
#Kisswebinar

27.
DOUBLE DOWN ON WHAT WORKS
#Kisswebinar

28.
Analyze
Ideate
Prioritize
Test

29.
WHERE TO START
#Kisswebinar
Startup Activation / Onboarding
Traction Retention / Engagement
Scale Product-Level
Agency Activation / CRO

30.
Product
Team
Process

31.
LEARN MORE NOW
Get, keep and grow more customers with
Kissmetrics Customer Engagement Automation

32.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
MORGAN BROWN
Author, Hacking Growth
@morganb
morganb@gmail.com