11. Product Market Fit KPIs
● Qualitative
○ Net Promoter Score “How likely is it that you woul
recommend [product] to a friend?”
● Quantitative
○ North Star Metric - defines engagement
■ Facebook: Monthly Active Users
■ Airbnb: Nights Booked
■ Whatsapp: Messages Sent
○ Retention Rate - defines retention
12. ● All Prior Quantitative Metrics and….
● Growth Rate (WoW, MoM)
● Payback < 12m - for paid acquisition
● K Factor > 1 - for virality
○ k = i * c
■ i = # of invites sent by customer/user
■ c = conversion rate of invites (#signups/#invites)
Growth KPIs
14. Growth Channels Toolkit
● VIRALITY / REFERRAL
● PR
● SEO
● BIZ DEV
● SOCIAL
● PAID SOCIAL
● PAID INFLUENCERS
● PAID SEM
● PAID DISPLAY
● AFFILIATE
● TV
NO $ $
16. Charity Water: Growth
● Mission: Bring clean and safe drinking water to
every person in the world
● Core brand elements: Logo/name, transparency,
storytelling through rich media
● Early adopters: Tech celebrities
● Growth product and channel: Birthday campaigns
shareable on Facebook, 1 gala/year
17. TED: Case Study
● Mission: Ideas worth spreading
● Core brand elements: Logo/name, video format
● Early adopters: Elite in ‘ideas’ areas
● Growth product and channel:
○ From exclusive event 1/year to TED events run
independently all over the world
○ Video format 1. in trend 2. highly shareable 3. shareable by
TED speakers
18. 1. Build a BRAND around a clear MISSION
2. Tell STORIES abt the change you are driving
3. Focus on AUDIENCE and CHANNEL
4. EMPOWER users to spread the word
19. What is your main virality channel?
Examples:
● Hotmail: Email “PS: I love you. Get your free email
at Hotmail”
● Airbnb: Automatic craigslists posts
● LinkedIn: SEO optimization of user profiles
● Youtube: Embed video capability
● Etc.