Basic Growth Funnel***
0 4
Get Users Activations/Sign-ups
Keep Users Engagement & Retention
Reactivate Prevent Attrition
Initial vs. On-Going Growth***
0 5
All previous tactics that survived initial stage
Iterate (coarse): Gain insight on what concepts move the needle. Reprioritize. Expand tests.
!Optimize (granular): Gain insight on which tactics work. 80/20. Next tactic or next concept?
INITIAL: Directional ON-GOING: Approach & DeliveryAll new initiatives, products, and services
• Analyze product loops
• Define core growth metric
• Build list of concepts (areas of focus) + an initial set of tactics in each
• Prioritize tactics based on expected impact. Execute, test and measure.
Product: Analyze Core Product***
0 7
CORE PRODUCT LOOP (ex. Square) Do nothing
Sign-up
Tell a friend / share
Another transaction
Transaction Signature Receipt
GROWTH = FUEL FIRE ≠ BUILD COMMUNITY
Metric: Define Core Growth Metric***
1 0
SELECTING A CORE METRIC: USER VALUE
MONEY VIEWS OTHER USERSCONTENT
Metric: Define Core Growth Metric***
1 1
MONEY VIEWS OTHER USERS
SELECTING A CORE METRIC: USER VALUE
• Processed $A
• Transaction $B • C Transactions
• D Receipts• E Sign-Ups Post Payment
• F Direct Referrals
Concept: Categories + Tactics***
1 2
How have products like mine grown in the past? !!How are products like mine growing today? !!How are the most popular products with my audience growing today?
Concept: Categories + Tactics***
1 3
Similar AudienceSimilar Product• Credit card processing
• Point of sale
• Loyalty programs
• Low cost hardware
• Phone accessories
• Other financial services offerings
• Daily Deals: Groupon and LivingSocial
• Yelp
• OpenTable
• QuickBooks
• SMB credit card terminals
• Local advertising
Test & Measure***
1 7
Use Tools
A/B Test• Single variable vs. multiple variables
• Quantity + quality (growth metric)
• Monitor the surrounding metrics
• You don’t need to build everything
• A/B testing, in-app testing, events, etc.
• Start here, build only when you have to
On-Going Growth***
1 9
Optimization (granular)Iteration (coarse)
• Start with breadth over depth
• Take away lessons from every test
• Expand your areas for testing
• Remember your core growth metric
• Expand your tactics for areas that move the needle
• 80/20 - new areas vs. new tactics
• Don’t forget the greater context
Miscellaneous***
2 1
• Growth Teams: Think twice about creating a separate growth team.
!
• LTVs: Keep your metrics honest by rolling in all costs and don’t forget virality.
!
• Design & Data. Both are important. Define the primary and secondary objectives. Set guidelines ahead of time vs. micromanaging after. After running your tests, consider both the data and the overall brand
!
• Growth Edge: Unique channels and/or performance in a given channel are key. What can you do better than anyone else?