Pravin, Head of Growth at Freecharge, shared this presentation at the Playbook Roundtable in Ahmedabad on 11th June '16. Back-link to the blog: https://yashshah.in/getting-traction-for-product-startups-ispirit-playbook-round-table-notes-67f988171632#.4xi23hfey

1. pravin
jadhav
|
growth
at
@freecharge
|
twi4er
@beingprac6cal
FreeCharge:
Driving
Growth

2. Transi4on:
Web
to
Mobile
in
9
months
90%Desktop
+
10% Mobile
90%Mobile
+
10% Desktop

3. Google
Trends:
FreeCharge
Growth:
Doing
all
that
ma>ers!

4. Overall
Transac4ons
Transac6ons
/
Day
Transac6ons
/
Day
App
Transac4ons
Growth:
Transac4ons
/
Day

5. The
thing
about
Growth
Getting users to install the app
is the easiest thing to do.
Ensuring they keep using it
is extremely difficult!
Growth
=
Product
+
Marke4ng

6. Fail
Fast.
Learn
Faster!
x
We
found
few
things
that
won’t
work
–
Our
Failures:
b. Not knowing what matters
Who
is
our
best
Customer?
Which
is
our
best
performing
acquisi6on
channel?
a. Driving App Installs like crazy
And
believing
that
is
Growth
c. Not measuring what matters
Reten6on
>
User
Acquisi6on
e. Thinking Marketing, not Growth
What?
What
does
this
even
mean?
d. Chasing App Store Ranks
Thinking
that
ranking
high
on
App
Store
ranks
wins
you
the
race
f. Playing Safe
What
do
we
have
to
lose
if
we
don’t
grow?
Everything.

7. Vanity Metrics:
Makes you look good.
Real Metrics:
Brings you back to reality.
The
thing
about
Metrics

8. Vanity Metrics…
Registered
Users
Transac4ng
Users
Downloads
/
Installs
Current
Installs
App
Store
Ranks
Transac4ng
Users
on
App
90
Day
Ac6ve
Users
D7
/
D30
Reten4on
Transac6ons
per
Month
Tranx
/
User
in
a
Month
All
Transac6ons
Non
-­‐
Promo
Transac4ons
‘We’re
a
Great
App
/
Product!’
Ra4ngs
+
Tickets
/
Transac4on
ra4o
Real Metrics!
The
thing
about
Metrics

9. Who is our perfect customer?
Who:
a. Transacts on FreeCharge Mobile App
b. Recharges for Self & X more users
c. Makes Y+ Transactions every month
d. Saved Credit / Debit Cards on FC
d. Refers more than Z friends to FreeCharge
Growth:
Knowing
what
is
right!
What:
a. Conversions – Install, Register, Transact
b. LTV of this user acquisition channel
c. Retention metric of this channel - 7 Days? 30 Days?
d. Users -> Mr. X
e. Effective CPI & CPT of this channel
What is best User Acquisition
channel?

10. Growth
Framework
at
FreeCharge
Awareness
Acquisi4on
Ac4va4on
Reten4on
Revenue
Referral
Awareness
Acquisi4on
Ac4va4on
Reten4on
Revenue
Referral
MARKETING GROWTH
Growth
v/s
Marke4ng:
What is Growth team supposed to drive?

11. Growth:
Marke4ng
on
Steroids
Awareness
Acquisi4on
Search
Engine
Op6miza6on
App
Store
Op6miza6on
Google
&
Facebook
Advt
Networks
Affiliates
Coupons
Preloads
Flash
Sales
Reward
Users
Offline
Distribu6on
FMCG
&
Media
Bank
&
Finance
Online
Partners
ATL
/
BTL
Social
/
PR

12. Growth:
FC
Growth
Engine
Awareness
Acquisi4on
Ac4va4on
Reten4on
Revenue
Referral
Growth at FreeCharge
TVC
:
ATL
&
BTL
Ac6vi6es
Banks
Partnerships
FMCG
Partnerships
Media,
Movies
Buzz
/
Social
Media
PR
Referral
Program
Google:
Adwords,
GDN
Facebook:
Ads,
Offers
SEO
ASO
Networks
&
Affiliates
Online
Partnerships
Coupon
Partners
First
Transac6on
Free
Instant
Discounts
Cashbacks
Free
Coupons
Rewards
Turbo
Recharge
FreeCharge
Credits
Emails
No6fica6ons
Saved
Cards
New
Users
Exis6ng
Users
(++)
Upsell
/
Cross
sell
Exis6ng
Users
Acquiring
new
users

13. Growth =
Building
Sustainable
Growth
Lapsed
Users
New
Users
Exis4ng
Users
Reac4vated
Users
First
WoW
Experience!
Build
a
Large
Pool
of
Transac4ng
Users
High
Frequency
of
Transx
Reac6vateReac6vate

14. Rule
#1
Growth Hacks ≠ One Hack Fits All
5
Rules
to
follow
about
Growth

15. Rule
#2
Growth Hacking =
Doing as many experiments as possible!
5
Rules
to
follow
about
Growth

16. Rule
#3
Growth Hacking :
With time, every growth hack will lose its
impact!
5
Rules
to
follow
about
Growth

17. Rule
#4
Best way to grow a Startup is to make the
product better!
5
Rules
to
follow
about
Growth

18. Rule
#5
In a Startup,
Growth is everyone’s responsibility.
5
Rules
to
follow
about
Growth

19. Thank
You
pj@freecharge.com
|
@beingprac4cal