Samira mchater berghs presentation 2015

Hi Berghs!My name is Samira!

Twitter:@Samajra

How startupsget shit done

Team StructureWhy is a great team important to get stuff done?

Great teams motivatesand handle adversity better.

My personal view of a great startup team

Founder/CEO

HR, CMO, CCO, CFO, CSO

Advisory board

Office Manager

Developers UX/UI

Growth Team aka SWAT team;Product Owner, Data Scientist, Developer, Marketeer/Copy

Founder/CTO

VP of Growth

At vionlabs

Very flat organisation

13 employees6 developer teams (The same developer can be in multiple teams)1 Marketing team1 Management team

Founder/CEO Founder/CTO

CMO, CCO, CFO

Data team

R&D

Analytics

Infrastructure

Admin

Office Manager

Scrum

Daily stand up meeting

✖Pre-set time every day✖A time-box of 15 minutes✖Stand up✖Answer three questions

- What did I do yesterday?- What am I doing today?- What is blocking me?

Growth hacking“An iterative customer acquisition and

retention strategy that sits at the intersection of product development and

marketing”

Growth Hacking was coined by Sean Ellis in 2010.

“A GROWTH HACKER IS APERSON WHOSE

TRUE NORTH IS GROWTH

”

Why growth hacking?

✖Cheap✖Efficient✖Scalable

40

80120

160

200

240

9

0

9 9 9 9

MPHkm/h

”Growth hacker is the new VP of marketing”In 2012 Andrew Chen published a blog post

emphasizing that coding and technical chops now were an essential part of being a great

marketer.

Growth hacker

DeveloperProduct Owner

Data analyst

GH

Why a Growth team?

✖ They change how decisions are made✖ Better collaboration between Marketing and Developers✖ Focuses on improving existing funnel✖ Back end team tend to work with ownership and delivering

one service (i.e Worlds best search engine✖ Growth team would work with making every user do more

searches every day✖ No growth team is necessary if people aren’t using your

product! You need a user base.

Lean Startupa method for developing businesses and products

MVPContinous deployment

(all code that is written for an application is immediately deployed into production)

A/B testingPivot

(changing (or even firing) the plan instead of the executive)

Build – Measure – Learn Loop

PMF

“Product/market fit means being in a good market with a product that can satisfy that

market.”aka

creating a MVP that solves a problem.

MVPA minimum viable product (MVP) is the the most pared down version of a product that can still be released. An MVP has three key characteristics:

✖It has enough value that people are willing to use it or buy it initially✖It demonstrates enough future benefit to retain early adopters✖It provides a feedback loop to guide future development

Focus at the right time

Problem/Solution fit ScaleProduct/

Market fit

Growth Hacking

Growth hacks

✖A/B Tests✖Headline tests✖Landing pages✖Piggyback (Paypal, Airbnb)✖Fake activity on Platform (Quora)✖Private beta list

Examples of growth✖PS: I love you. Get your free email at Hotmail.

3,000 a day.In 6 months they reached 1 million users.5 weeks later – 2 million users.

Examples of growth

✖Dropbox went from this..

Examples of growth✖To this:

Dropbox got 70,000 users overnight just by creating a demo video of the product intended for the Diggaudience.

Referrals increased the sign ups on Dropbox by 60%!

Other good examples of growth✖Twitter✖Evernote✖Spotify✖Airbnb

Other good examples of growth✖Twitter✖Evernote✖Spotify✖Airbnb

Make sure youtrack the right things!

Traffic

Revenue

Users?

?

Customer lifecycle PIRATE METRICSTHE aarrr

ActivationAcquisition Retention

RevenueReferral

PIRATE METRICSTHE aarrr

Acquisition Users come to your site from different channels

You visit service XThanks to Twitter

PIRATE METRICSTHE aarrr

Activation They use your product

You decide to join service XAfter browsing through

the website

PIRATE METRICSTHE aarrr

Retention They continue to use it (yay!)

After a few days…They send you a weekly digest

e-mail for you take part of more information

PIRATE METRICSTHE aarrr

Referral They like it enough to refer it

You like the product alot!So you tweet about it to your

friends!

PIRATE METRICSTHE aarrr

Revenue Money, money, mooooney!

User generates break even revenue

Traditional marketing vs growth hacking Make people want the productTraditional media such as print ads, TV and radioConversion funnel rarely determinedTends to forget the lastthree “R:s”More structured with plans

Make a product people wantGathers data, experiment and then determine Cheaper“Execute fast, fix later attitude”

Marketing Product/Tech

MarketingProduct/

Tech

Thanks!Any questions?

You can find me at:@samajra

darbeda@hotmail.com