Product Meets Growth How Product Teams Are Key To

Driving Sustainable Growth

Products that Count San Francisco 9/30/15

Product

Growth is Cross Functional

External Channels

Promise

1st Experience

Ongoing Experience

Acquisition

Activation Revenue Retention Referral

biz dev/APIs Marketing

Growth Team

About Me

•  1996 - 2007: Led marketing from launch to IPO

•  2008: Shifted focus to traction stage

•  Now: Founder/CEO of GrowthHackers

Lesson: Growth Has Stages and Gates

Scale Growth

Stacking the Odds

Product/Market Fit

Product Market Fit

•  Most important factor for driving growth

•  Large addressable market considers your product a “must have”

•  Ask users “How would you feel if you could no longer use this product?” –  Very disappointed (40%+)

–  Somewhat disappointed

–  Not disappointed

–  N/A – I already stopped using

Stacking the Odds for Growth

Understand “must have” users •  Who are they? •  Why is it a must have (key benefit)? •  How are they using product?

Optimize value delivery engine •  Relevant, powerful promise •  Onboarding to “must have experience”

Scaling Growth

Scale Growth

Stacking the Odds

Product/Market Fit

Testing Drives Growth

•  Test across AARRR

•  Test to discover (pings)

•  Test to optimize (A vs B)

•  Focus on velocity (quality hard to predict)

2011 Twitter Accelerated Testing

Many Tests – Access Testing History

•  Record test results in knowledgebase

•  Key lessons learned

•  Details, hypothesis, before/after screenshots

•  Include analytics reports

High Tempo Team & Process

Team Process

Team for High Tempo Testing

Team Process

Product

Growth Team Drives Testing

External Channels

Promise

1st Experience

Ongoing Experience

Acquisition

Activation Revenue Retention Referral

biz dev/APIs Marketing

Growth Team

Building the Growth Team

•  Start with Growth Master (PM Growth)

•  Add dedicated people to core as needed to hit tempo goals

•  Contract temp specialists to explore channels (FTE proven)

Growth Team Executes a Process

Team Process

High Tempo Testing Growth Process

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Unbridled Ideation

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Inputs for Growth Testing Ideas

External Insights Connect with Experts

and Content

Internal Insights Customer centric

inputs, quantify impact

Ideas Tests Results

Growth Team Testing Workflow

Unbridled Ideation

•  Invite participation from whole company

•  Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection

Build Large Idea Backlog

•  My team has 450+ ideas in backlog

Formalize ideas in Experiment Doc

•  Include research, hypothesis, target lever

ICE Score 1 - 10

I - Impact

C - Confidence

E - Ease

Prioritize Backlog

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Weekly Nominations from Team

•  Use ICE to nominate (high impact, high confidence, easy to test)

Launch Tests

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

Choosing Right Tests to Launch

•  Go through nominated ideas as a team

•  30 second pitch for each idea (ensure crisp delivery – connect after if not prepared enough)

•  Discuss and shortlist tests (if can’t quickly agree as group, growth master will choose)

Manage Testing Queue

•  Assign each test to a project manager

•  Communicate test releases

Capture Learning

Unbridled Ideation

Prioritize backlog

Launch tests

Capture learning

Capture/Share Learning Details

•  Every test leads to learning •  Ensure transparent sharing/access

Weekly Growth Meeting Agenda*

15 min: KPI review & update focus area

10 min: Review last week’s testing sprint

15 min: Key lessons learned from analyzed tests

15 min: Select tests for this week’s sprint

5 min: Check growth of idea backlog

* GH weekly growth meeting includes CEO, CTO, VP Product, Head of Growth, Head of Design, Growth Engineer, and Analyst

Example Test – Related Posts

•  Add related posts to article summary

•  Hypothesis: More time on site

•  Result: Hypothesis validated

…Article text…

Another Example - oEmbed

•  Data: Embeds = longer sessions

•  Hypothesis: Same action = more embeds

•  Result: 41% increase in embedded media

Slides

Videos

2015 GH Accelerated Testing

GH accelerated testing to 3+ per week after growth plateaued

Example from Dropbox

Revenue test

Referral test

Retention/Revenue

test

Example: Sharing Landing Page

Team + Process = Silver Bullet

Unbridled ideation

Prioritize backlog

Launch tests

Capture learning

Join Canvas private beta at Canvas.GrowthHackers.com

1) Team Ideation 2) Prioritize Testing 3) Capture Learning

Purpose-Built Agile Marketing System: