Josh elman launch_4_15_15

April 15, 2015

Thoughts on GrowthJosh Elman @joshelman

Josh Elman

Growth circa 1995

Growth today

Growth today

Josh Elman @joshelman , Greylock @greylockvc

Growth Key Questions

6

1. Problem: what do people want?2. Inception: how do we make them aware?3. Adoption: how can we get them going?4. Retention: how does it become a habit?


credit: wwarby on Flickr

Measure the things that matter

Someone who Tweets?

Someone who wants to stay up to date with friends?

Someone who cares about realtime news?

Someone who wants to know what’s happening in their world

Someone who wants to tell everyone

what they had for breakfast

Someone who wants to

know what their friends

had for breakfast

Our mission: instantly connect people everywhere to what’s most meaningful to them.

Feb 14, 2011 from Barcelona, Spain

@dickc Dick Costolo


Measure the things that matter

Viral Invites

SEO

Social

PR

PR

In Person


26


27


The Learn Flow


When someone signs up...

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Everyone else is on it, might as well try

I saw it featured in the App StoreMy friend Julie sent

me an invite email

Free Trial, I’ll give it a shot

Kim Kardashian tweeted about this cool new app



YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN

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31


32


33


34

0

Twit·Vidn. a simple video sharingoption for your tweets.

Home

@stoptest7

Direct Messages

Favorites

Retweets

Search

Lists

Trending: Worldwide

Following

RSS feed

© 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy

Home Profile Find People Settings Help Sign out

What’s happening? 140

TweetTweet

What to do now:1. Tell us what you’re doing in the box above

2. Find some friends and follow what they’re doing

3. Turn on your mobile phone to update your friends on the go

Home

stoptest70 tweets

0

following

0

followers

0

listed


35



THIS IS YOUR BEST CHANCE TO HELP SOMEONE UNDERSTAND YOUR

PRODUCT. SO TEACH!

37


38


Slow down, it’s ok to explain

39


But don’t just tell, get users to engage

40


Give context and framing

41


Ask when it’s appropriate, not first

42


43


THE BEST LEARNING COMES FROM MAKING CONSCIOUS DECISIONS

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The Best Learn Flows

48

1. Take their time2. Break down the product into steps3. Ask questions instead of explaining 4. Start with the easy questions first5. Put the user into the product only when

ready (but allow skipping)Josh Elman @joshelman , Greylock @greylockvc


Josh Elman @joshelman , Greylock @greylockvc # days visited in month 1

% w

ho vi

sited

N d

ays i

n m

onth

2

Step 1: Analyze month over month usage


Step 2: Determine who is “core”

51

0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32#

Reten%on'Rate'based'on'#'%mes'used'in'month'1'


Step 3: Understand activations

52

CORE

CURIOUS

NEW CASUAL

COLD

20%

90%

40%

40%

40%

8%

50%

10%

95%

4%1%


Step 4: Figure out why

53

Following more than 30 accounts 1/3 - mutual follows2/3 - one-way follows


Step 5:

54

Be Creative. Use your data. Build features.

Ship. Test. Learn.


April 15, 2015

Thoughts on GrowthJosh Elman @joshelman

Internet

Josh elman launch_4_15_15