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Unlocking Growth
Building a sustainable growth engine
with the new rules of marketing.
“Most startups don’t fail at building a
product. They fail at acquiring customers.”
– Gabriel Weinberg
Startup Growth Pyramid
Growth
Stacking the Odds
Product/Market Fit
Source: Sean Ellis
Growth
Stacking the Odds
Product/Market Fit
Source: Sean Ellis
Get to Product
Market Fit First
What is Product/
Market Fit?
A large group wants/needs your product – it’s
a ‘must have’.
“Focus obsessively on getting to product/
market fit.”
– Mark Andreessen
Do you have PMF?
Ask “How would you feel if you could no
longer use the product?”
Source: Sean Ellis
“Very Disappointed”
0 – 25%
26 – 39%
40 – 100%
Keep burn low, engage, iterate
Try repositioning, retargeting
Proceed up py...
After PMF,
transition to
growth
Growth
Stacking the Odds
Product/Market Fit
Source: Sean Ellis
Race to scale
Instrument your product
Activate users
Increase exposure—the race to scale
Instrument your
product
Source data (referral source in user record)
Event & cohorts
Conversion rates
Engagement/retention...
Dave McClure’s
Pirate Metrics
Acquisition
Activation
Retention
Revenue
Referral
Find your metric
that matters
“x people did x searches in past week”
“y people visited my site x times last month”
“z user...
Build a Value
Delivery Engine
Build a must-have product
Understand must-have
experience (MHX)
Calibrate hook & promise
messaging
Optimize flows to delive...
Steps for value
delivery engine
Understand
MHX
Macro	
  
Optimization
Segment/
Personalize
Optimize Value
Delivery Engine
Successful optimization process
Funnel
Analytics
Insights
Test
Variations
Max % that reach MH experience
Build desire, reduce friction
Must-Have
experience
Hook/
Promise
Goals
Desire – Friction =
Conversion Rate
Source: Sean Ellis
PIE test
prioritization
Potential
Importance
Ease
Source: Wider Funnel
A/B test combos
Messaging Flows
Hooks based on
intent/pain
Promise based on
MHX
Clear description
of solution
Flows that r...
Language market fit
What is this thing you’ve built to your users?
Store your photos Share your photos
Find a date Help peo...
Developing promise
statements
Focus on a single benefit for each
Limit to about 10 words
Write wildly different statements
Segment/personalize last
Default to macro first, then segment
At a minimum manage active vs. inactive
Develop programs to m...
Growth
Stacking the Odds
Product/Market Fit
Driving Growth is Last Step
Source: Sean Ellis
Four Types of Growth
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
1 2 3 4 5 6 7 8 9 10 11 12 13
Topline
Ac...
“Growth is about taking your product and
optimizing it to create compound interest.
There are very few (if any) silver bul...
Why Growth Hacking?
$0
$20
$40
$60
$80
$100
$120
$140
$160
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 201...
“Growth hacking: A cool-sounding euphemism
for making the doer feel good about using the
same old sleazy marketing tricks....
“Growth hacking is a recognition that when you focus
on understanding your users and how they discover
and adopt your prod...
Don’t delegate growth
to a ‘hacker’
Original vision on customer need
Don’t abdicate fate to a marketer
Growth as an organi...
Growth = fx (Probability of Success, Impact,
Resources Required)
Source: Brian Balfour
Right marketing mix
for you?
What are you optimizing for? (Learning, volume,
cost)
What are your constraints? (Time, money...
New User
Channels
Email
Facebook
Twitter
Pinterest
Craigslist
Google+
iOS
Android
Blog widget
Google SEO
Tumblr
Twitter
WO...
Categories of growth
hacks
Platform integrations
Powered by
Instrumented virality
Data-driven hacks
Igniting word of mouth
0
20
40
60
80
100
120
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Viral Channel Effectiveness
WOM...
Growth
Stacking the Odds
Product/Market Fit
Build Growth on a Solid Foundation
Source: Sean Ellis
Growth EnginesCase Studies of How Today's Most Successful
Startups Unlock Extraordinary Growth
DOWNLOAD ON AMAZON.COM
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Unlocking Growth: Building a sustainable growth engine with the new rules of marketing.

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As Marc Andreessen says, startups fail for two primary reasons: either they try to grow when they're not ready to, or they're not aggressive enough when they're finally to grow. In this presentation Morgan Brown walks through the Startup Pyramid framework to show how startups can gain traction and drive sustainable growth.

Veröffentlicht in: Marketing
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Unlocking Growth: Building a sustainable growth engine with the new rules of marketing.

  1. Unlocking Growth Building a sustainable growth engine with the new rules of marketing.
  2. “Most startups don’t fail at building a product. They fail at acquiring customers.” – Gabriel Weinberg
  3. Startup Growth Pyramid Growth Stacking the Odds Product/Market Fit Source: Sean Ellis
  4. Growth Stacking the Odds Product/Market Fit Source: Sean Ellis
  5. Get to Product Market Fit First
  6. What is Product/ Market Fit? A large group wants/needs your product – it’s a ‘must have’.
  7. “Focus obsessively on getting to product/ market fit.” – Mark Andreessen
  8. Do you have PMF? Ask “How would you feel if you could no longer use the product?”
  9. Source: Sean Ellis
  10. “Very Disappointed” 0 – 25% 26 – 39% 40 – 100% Keep burn low, engage, iterate Try repositioning, retargeting Proceed up pyramid
  11. After PMF, transition to growth
  12. Growth Stacking the Odds Product/Market Fit Source: Sean Ellis
  13. Race to scale Instrument your product Activate users Increase exposure—the race to scale
  14. Instrument your product Source data (referral source in user record) Event & cohorts Conversion rates Engagement/retention Lifetime value
  15. Dave McClure’s Pirate Metrics Acquisition Activation Retention Revenue Referral
  16. Find your metric that matters “x people did x searches in past week” “y people visited my site x times last month” “z users send n messages via my app each day” Source: Josh Elman
  17. Build a Value Delivery Engine
  18. Build a must-have product Understand must-have experience (MHX) Calibrate hook & promise messaging Optimize flows to deliver MHX Must-Have experience Hook/ Promise Source: Sean Ellis
  19. Steps for value delivery engine Understand MHX Macro   Optimization Segment/ Personalize
  20. Optimize Value Delivery Engine
  21. Successful optimization process Funnel Analytics Insights Test Variations
  22. Max % that reach MH experience Build desire, reduce friction Must-Have experience Hook/ Promise Goals
  23. Desire – Friction = Conversion Rate Source: Sean Ellis
  24. PIE test prioritization Potential Importance Ease Source: Wider Funnel
  25. A/B test combos Messaging Flows Hooks based on intent/pain Promise based on MHX Clear description of solution Flows that reduce friction Flows that frontload MHX
  26. Language market fit What is this thing you’ve built to your users? Store your photos Share your photos Find a date Help people find a date
  27. Developing promise statements Focus on a single benefit for each Limit to about 10 words Write wildly different statements
  28. Segment/personalize last Default to macro first, then segment At a minimum manage active vs. inactive Develop programs to manage full lifecycle
  29. Growth Stacking the Odds Product/Market Fit Driving Growth is Last Step Source: Sean Ellis
  30. Four Types of Growth 0 20000 40000 60000 80000 100000 120000 140000 160000 180000 1 2 3 4 5 6 7 8 9 10 11 12 13 Topline Activated Retained Monetized Source: James Currier
  31. “Growth is about taking your product and optimizing it to create compound interest. There are very few (if any) silver bullets when it comes to growth.” – Andy Johns
  32. Why Growth Hacking? $0 $20 $40 $60 $80 $100 $120 $140 $160 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 US Online Ad Spend per User
  33. “Growth hacking: A cool-sounding euphemism for making the doer feel good about using the same old sleazy marketing tricks.” – David Heinemeier Hansen
  34. “Growth hacking is a recognition that when you focus on understanding your users and how they discover and adopt your products, you can build features that help you acquire and retain more users, rather than just spending marketing dollars.” – Josh Elman
  35. Don’t delegate growth to a ‘hacker’ Original vision on customer need Don’t abdicate fate to a marketer Growth as an organizational priority
  36. Growth = fx (Probability of Success, Impact, Resources Required) Source: Brian Balfour
  37. Right marketing mix for you? What are you optimizing for? (Learning, volume, cost) What are your constraints? (Time, money, audience, legal) Source: Brian Balfour
  38. New User Channels Email Facebook Twitter Pinterest Craigslist Google+ iOS Android Blog widget Google SEO Tumblr Twitter WOM Press Appstore Featured TV Apps Mobile ads Web ads Online video TV ads Radio ads SEM Affiliates Viral Paid WOM Source: James Currier
  39. Categories of growth hacks Platform integrations Powered by Instrumented virality Data-driven hacks Igniting word of mouth
  40. 0 20 40 60 80 100 120 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Viral Channel Effectiveness WOM Email MySpace Facebook Craigslist Twitter iOS Android James Currier
  41. Growth Stacking the Odds Product/Market Fit Build Growth on a Solid Foundation Source: Sean Ellis
  42. Growth EnginesCase Studies of How Today's Most Successful Startups Unlock Extraordinary Growth DOWNLOAD ON AMAZON.COM

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