Luck + Motion: User Growth for your App

6+ years Business Development & 10+ Marketing Online; 4+ user acquisition for mobile apps.

Research & Development at Nearsoft Inc

User Growth at Mapillary AB

Claudio Cossio - @ccossio

Luck

Something fortuitous that happens unpredictably without discernible human intention.

Dr. James H. Austin

Luck

He conclude’s that chance is immune from human interventions.

Chance/Luck

There are 4 types of luck and they are influenced by:

- Motor exploratory activity - Sensory receptivity

Chance #1

The good luck that occurs completely accidental.

Chance #2

Luck that occurs completely accidental with the added factor of motion

Chance #2

This type of luck is generated through your hustle, sweat & tears

It is imperative to know how to distinguish motion from progress.

Tip

1) Set 2 or 3 bi-weekly KPI’s 2) Establish what you want to learn from

them 3) Actionable results from that analysis

Have a clear hypothesis on WHERE the engagement is going to happen

Tip

“Keep on going and chances are you will stumble on something, perhaps when you

are least expecting it”

Charles Kettering

Chance #3

It will be overlooked by everyone except by that 1 person uniquely equipped for that opportunity.

Tip

Observe it (Analysis), visualize it conceptually (UX experience), and fully grasp its significance (Output).

Luck smiles to the prepared mind

Louis Pasteur

Chance #4

An active, but unintentional, subtle prompting of luck. Favoring the individualized action.

Unluck

Luck runs out if you keep stirring up things so that random elements can combine, by virtue of you and their inherent

affinities

Unluck

You think you know what will work

Unluck

60-70% guess isn't much better than flipping a coin

Distinctive types

Chance #1 - impersonal and cannot be influenced

Chance #2 - favors those who are constantly curious

Chance #3 - smiles to those with some secret knowledge & skills to tackle the opportunity

Chance #4 - evolves around eccentric personalities, specific lifestyle & exploratory activity

Distinctive types

Let’s Rock & Roll

Your first users

Chance #1

The user BUMPS into your app

Chance #1

Put content where your audience meets:

• Messaging - slack/snapchat• Video• Reedit / Hackernews• Meerkat / Periscope ?

Chance #1

Early Adopters / First Users:• Message that connects with their peers.• Immediate benefit.• Social proof & something to “show off”.

Dave McClure - @davemcclure

“Get them laid, get them paid and get them made.”

Chance #2

Word of mouth, recommended by your network

Chance #2

You have to package it:• Benefit to the people that recommends it.• 2x benefit to the person that signs up.• Money talks.• Understand the “type” of benefit they <3.

Chance #2

Chance #2

Understand the characteristics of the user:• Find the user who wants to explore & experiment.• Permanent curiosity.• Replicate the effort.

Growth stage

Chance #3

Generating community

Chance #3

Kickstart the community:• What is the seed of your vision.• Previews of your new release.• Show progress and not only movement.• Message around the core utility.

Chance #3

Chance #3

This happens when people understand what you do & this generates value for them but also their network.

Chance #3

Chance #3

VALUE CONSISTENCY GENEROSITY EVOLUTION

This is what you built

What the user does with it

Thank you! dankjewel!

Questions?

@ccossio

http://nearsoft.com/join-us/