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Zero to a Million Users,[object Object],@drewhouston, @asmith,[object Object]
From Zero to a Million Users - Dropbox and Xobni lessons learned
@drewhouston,[object Object],(dropbox),[object Object],@asmith,[object Object],(xobni),[object Object]
Summer 2006: Humble beginnings,[object Object]
Xobni, Dropbox – VC-backed startups in SF,[object Object],Both reached 2 million users in 2 years,[object Object],2 ,000,000,[object Object],0,[object Object]
From Zero to a Million Users - Dropbox and Xobni lessons learned
Biggest risk: making something nobody wants,[object Object]
Weak product-market fit cannot be ,[object Object],fixed by good marketing,[object Object],Good marketing will not fix a bad product,[object Object]
But good product will be wind at your back,[object Object]
Xobni Analytics: Solved problem no one had,[object Object]
Goal: product-market fit ASAP,[object Object]
learn early, learn often,[object Object]
Cost of change at each stage,[object Object],Idea,[object Object],Prototype,[object Object],Launch,[object Object]
Learning on a $0 budget: Talk to people!,[object Object]
Learn without launching,[object Object],AdWords tests,[object Object], Hacks: Fake landing pages, screenshots, etc.,[object Object]
Dropbox’s minimum viable product:,[object Object], 3 min screencast on Hacker News (Apr 07),[object Object]
Simple landing page: capture interest/email address,[object Object]
starting from zero,[object Object]
Go where your early adopters hang out,[object Object]
Private beta launch video  12,000 diggs; beta waiting list jumps from 5,000 to 75,000 in one day (Mar 2008),[object Object]
Avoid ghost towns: bootstrapping to critical mass,[object Object]
Niche first, world later,[object Object]
Fake it till you make it: Aardvark & simulating features that weren’t ready,[object Object]
marketing: building buzz,[object Object]
Tie yourself to a bigger trend,[object Object]
Adam,[object Object],Meet journalists in person.  All the time.,[object Object]
Journalists are really busy – come up with the angle for them.,[object Object]
Media resources page on web site,[object Object]
Word of mouth rule #1: have a great product,[object Object]
Generate word of mouth with scarcity,[object Object]
Help users generate tell their friends,[object Object]
Invite screen,[object Object],[object Object]
Auto-ranked
Outlook detection via looking at mail headers   = FUN!,[object Object]
Sex it up!  Have fun!,[object Object]
Inbound marketing / “social media”,[object Object]
how do you get people to use your product?,[object Object]
Focus: do a few things really well instead of a lot of things poorly,[object Object]
Every 10% easier  50% larger audience,[object Object]
Don’t make me think: No decisions  nothing to screw up,[object Object]
Don’t make me read, either:Designing landing pages & signup flows,[object Object],early beta,[object Object],[object Object]
call out the next step
simple converts betterlate beta,[object Object]
Hook the user first, educate over time(tours, tip emails, etc.),[object Object]
You do not see the same product your users do! (craigslist, usertesting.com),[object Object]
Make feedback painless – then iterate!,[object Object]
how do you make a product that spreads itself?,[object Object]
The best products turn users into evangelists,[object Object]
Encouraging word-of-mouth: Referral program increased signups by 60%,[object Object]
Tricks of the trade: FB & Twitter feed, emails, contact list importers ,[object Object],Trailing 30 days: 3 million invites sent,[object Object]
metrics: know thy funnel,[object Object]
Users,[object Object],$$$,[object Object],Basic funnel,[object Object]
Startup Metrics for Pirates. Live it.,[object Object]
Output I: know where to invest marketing $$,[object Object]
Xobni finding: AdWords users don’t convert to paid BUT they refer others who do!,[object Object]
Output II: allocate engineering resources between usability, engagement, & virality,[object Object]
Example: user education around people search,[object Object]
scaling without virality:“dollar in, dollar out” marketing,[object Object]
Some markets don’t elicit virality or buzz,[object Object]
From Zero to a Million Users - Dropbox and Xobni lessons learned
Netflix example,[object Object],(numbers not exact),[object Object],($16 rev - $10  svc cost) per month  $6/mo  ,[object Object],x 22 mo lifetime= $132,[object Object],$40 advertising, affiliates, etc.,[object Object],$92 lifetime gross margin/user,[object Object]
a quick taste…,[object Object]
example user acquisition costs,[object Object]

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From Zero to a Million Users - Dropbox and Xobni lessons learned

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Notes de l'éditeur

  1. Xobni analytics -> prototype stage.Segway example -> millions spent on launch; best investors in the worldCould have realized much earlier that the problem wasn’t the technology, it’s that you look like a douche while ridingGoal is not to never fail, it’s to fail as early as possible
  2. So shipping code was out of the question – bad experience  tell all friendsYC app – ship in 8 wks vs 18 mosPrototype worked; video could show product in best light; get much of the same feedback as if we shipped working code
  3. Video created fans; capture that interestEarly adopters more forgiving
  4. Building product for ourselves; where would we look for something like Dropbox?
  5. Google Wave
  6. AardvarkexmapleReddit users faking comments to avoid ghost town feeling
  7. Always lose feature comparisons
  8. One invariant of our installer
  9. One invariant of our installer
  10. “I don’t mean to imply that you want to gamble your VC dollars..”
  11. Engagement: email people who haven’t used certain features, etc. Active user versus registered user.
  12. What kind of markets tend to be dominated by DIDO marketing?
  13. Virality can e.g. double TLV.
  14. Virality can e.g. double TLV.