In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.
5. Establish a North Star Metric
• Provides lens for measuring sustainable growth
• Should be correlated with value delivered to customers
• Examples: Airbnb nights booked, Facebook DAUs
6. Understand Your Growth Model
Relationship between variables that move your
North Star Metric
• Acquisitio - Sources and motivation to try
• Ac - Aha moment
• - “Must have” experience
• - User-get-user loops
Acquisition
Activation
Retention
Referral
7. Build Your Growth Model
?
(Aha Moment)
?
?
(North Star
Metric)
?
Acquisition
Activation
Retention
Referral
Revenue
?
*simplified
(Core Benefit)
8. LinkedIn Example Growth Model*
SEO Int’l expansion Invites
(Aha Moment)
Create profile,
4+ connections
Stay connected
with work people
(North Star
Metric)
Profile
connections
Acquisition
Activation
Retention
Referral
Revenue
Invites
*simplified
(Core Benefit)
9. What’s Your “Aha Moment”?
• Elements of an “aha moment”
– First taste of core benefit
– Achievable on first visit
– Significantly increases likelihood of revisit
• If NO “aha moment” reached on 1st visit, unlikely
to ever see prospect again
10. Growth Model for GrowthHackers*
Invites
(invites)
Unique growth
insights from
testing
(North Star
Metric)
Card hops
SlideShareAcquisition
Activation
Retention
Referral
Revenue
Twitter
Sharing a
great idea
(Aha Moment)
*simplified
(Core Benefit)
11. Analyze to Find Leverage in Model
(invites)
Unique growth
insights from
testing Card hops
Acquisition
Activation
Retention
ReferralSharing a
great idea
(Aha Moment)
InvitesSlideShare
Twitter
(North Star
Metric)
Revenue
(Core Benefit)