Growth framework and approach for Consumer Startups including metrics to focus on. Got feedback or suggestions, please share with pj@beingpractical.com.

1. G R O W T H F R A M E W O R K
P R AV I N J A D H AV | @ B E I N G P R A C T I C A L

2. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
WHAT’S IN HERE
• Growth Framework
• Core Users & Channels
• Funnel Optimisation
• ABCDEF Framework
• Growth Scope of Work
• FreeCharge: Growth
• Core Metrics to Focus
• Principles of Growth

3. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G E T T I N G U S E R S T O I N S TA L L T H E A P P
I S T H E E A S I E S T T H I N G T O D O .
E N S U R I N G T H E Y K E E P U S I N G I T
I S E X T R E M E LY D I F F I C U LT !
G R O W T H I S N O T E A S Y

4. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
FA I L FA S T. L E A R N FA S T E R .
F E W T H I N G S W E FA I L E D AT…
1 . D r i v i n g A p p I n s t a l l s l i k e C r a z y
2 . N o t k n o w i n g w h a t m a t t e r s ? C u s t o m e r s . C h a n n e l s
3 . N o t m e a s u r i n g w h a t m a t t e r s
4 . C h a s i n g A p p S t o r e R a n k s
5 . T h i n k i n g M a r k e t i n g . N o t G r o w t h
6 . P l a y i n g i t S a f e

5. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
VA N I T Y M E T R I C S :
M A K E S Y O U L O O K G O O D
R E A L M E T R I C S :
B R I N G S Y O U B A C K T O R E A L I T Y
W H I C H M E T R I C S R E A L LY M AT T E R

6. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
R E A L M E T R I C S M AT T E R
F O C U S O N D I F F I C U LT M E T R I C S T O D R I V E G R O W T H
R e g i s t e r e d U s e r s
A p p S t o r e R a n k
D o w n l o a d s
D 3 0 R e t e n t i o n
A l l Tr a n s a c t i o n s
Tr a n s a c t i o n s / M o n t h
G M V
G r e a t A p p !
Tr a n s a c t i n g U s e r s
A p p M A U s
C u r r e n t I n s t a l l s
D 7 R e t e n t i o n
N o n - P r o m o Tr a n x
Tr a n x / U s e r i n M o n t h
N e t M a r g i n s
A p p R a t i n g s

7. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
B U I L D I N G A S U S TA I N A B L E G R O W T H E N G I N E
G R O W T H =
N e w U s e r s E x i s t i n g U s e r s
R e a c t i v a t e d U s e r s
First WoW Experience High Frequency of Transactions
C O R E
Build a Large Pool of Transacting Users
L a p s e d U s e r s
Reactivate
+
_
Move existing users to Core Users

8. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
B U I L D I N G A S U S TA I N A B L E G R O W T H E N G I N E
C o re U s e r s : D i s c o v e r t h e b e s t u s e r s o f y o u r P ro d u c t
E x i s t i n g U s e r s C O R E
Move existing users to Core Users
Attributes of Core Users
• Transactions > More than X tranx per month
• Avg Monthly spends > USD $100
• Referred > 3 friends
• 90% of transactions without promotion
Get Users to make Investment in Product
• Saves his Credit / Debit Card on App
• Saves addresses for easy booking
• Top-up of User Wallet for Prepaid Transactions
• Customer Referral Code generated
Not all users are same.
Some of them are Core Users.

9. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
B U I L D I N G A S U S TA I N A B L E G R O W T H E N G I N E
U s e r A c q u i s i t i o n C h a n n e l s : W h i c h o n e s w o r k b e s t ?
A c q u i s i t i o n N E W
E n g a g e m e n t E X I S T
Not all user channels are same.
User Acquisition Channels
• Conversion Ratios:
Install to Registration / Transactions
• Retention: D7 / D15 / D30
• How many users are Core Users? LTV of Users
• Effective CAC & CMAU
• Splits: New / Existing / Reactivations
User Engagement Channels
• Email / In-App / Notifications / Inbox / SMS
• Segment Conversion Rates - Open &
Adoptions
• Best Time to Reach
• Effective CAC & CMAU
• Splits: New / Existing / Reactivations
For New Users
For Existing Users

10. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
A P P R O A C H F O R A C Q U I S I T I O N & R E T E N T I O N
F u n n e l s O p t i m i s a t i o n s A p p ro a c h : N e w v / s E x i s t i n g U s e r s
45%
Funnel Conversion*
68%
Funnel for Existing User*
25%
Funnel for New Users*
*hypothetical numbers
M A K E T H E M L A Z Y
1 s t W O W E X P E R I E N C E
Existing Users:
Make experience so lazy for them that they don’t
look at alternatives. High retention, don’t switch to competition.
First Time Users:
Give them the first WOW experience as soon as they sign-up.
Activate in first 48 hours.

11. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
U S E R L I F E C Y C L E
A B C D E F P ro g r a m : G ro w t h a c ro s s e n t i re U s e r L i f e C y c l e
A B
ED
C
F
ABANDONMENT
Abandoned Cart: Users who tried to
make a transaction but abandoned
before making the payment.
BABY CARE
Users who have made their first
transaction - drive them to make
their second in X days.
CUSTOMISED
Customised and Segmented
programs that help in turning
existing users to Core Users.
DROPOFFs
Reactivation programs for users who
churn out in that month. Drop off
from MAUs - Promo & Non Promo.
ELIMINATE FRAUD
Users who are abusing the product
or promotions, ban them to ensure
healthy cohorts.
FAILURES
Users who have experience failure
post making payments, get them to
use the product again.
G ro w t h a c ro s s e n t i re U s e r L i f e C y c l e

12. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
Awareness
G R O W T H F R A M E W O R K
G R O W T H A C R O S S T H E F U N N E L
W h a t i s t h e G ro w t h Te a m s u p p o s e d t o w o r k o n ?
Activation
Retention
Revenue
Referral
Awareness
Activation
Retention
Revenue
Referral
GrowthMarketing
• Who is on Growth Team
• Product Managers
• Engineers
• Designers
• Data Scientists
• Marketers
• Analysts
• Whom does Team work with:
• Product
• Marketing
• Engineering
5PROBLEMSTATEMENTS
Growth Team and its Goals:

13. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
F R E E C H A R G E * * G R O W T H J O U R N E Y
0
tranx
/ day
a. Friends & Family
b. IIT Mumbai (Coupons)
c. Word of Mouth
a. More Campuses
b. Startup Press & PR
c. Physical Coupons
a. Social w/t Coupons - FB
b. Campus Sponsorships
c. Early Spends on FB Fans
d. SEO
a. Bank Partnerships
b. Media & FMCG Alliances
c. New Channels – Mobile Apps
d. ASO
e. Online Marketing
∞
a. Growth Team
b. Growth Framework
c. Referrals
d. Mass Media
e. Rewards
f. More Experiments
100 1,000 10,000 100,000 1,000,000
How we did at FreeCharge:
• Go NUTs
NUTs (New User Transactions)
• Next Goal
Add ‘0’ behind current number
• FUGLY
Fugly = lost opportunities. Grab it!
• Retention
True Growth = User Retention
• Product
Build awesome product. It wins!
* * N O T E : I L E D G R O W T H AT F R E E C H A R G E

14. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
B U I L D G R O W T H L E V E R S A C R O S S T H E F U N N E L
* * N O T E : I L E D G R O W T H AT F R E E C H A R G E

15. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
5 C O R E M E T R I C S T O F O C U S F O R G R O W T H
M E A S U R E :
D A I LY / W E E K LY / M O N T H LY
M E A S U R E F O R :
E V E RY C AT E G O RY / C I T Y
G r o w t h M e t r i c s1
H y g i e n e M e t r i c s
E n g a g e m e n t
P r o d u c t E x p e r i e n c e
L o s t O p p o r t u n i t i e s
2
3
4
5
Is the transactional user base growing?
What is the user retention & stickiness of product?
Are customers complaining as you grow?
Constantly improve the product experience
How many rides are lost to inefficiencies?

16. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
CORE GROWTH METRICS
• MAUs (Monthly Active Users)
• DAUs (Daily Active Users)
• Total Transactions
• Avg Transactions per User
• Avg Transactions Size
• Registrations
• New Users Transactions
• Reactivated Users
• Churned Users
• CAC
• CMAU
ENGAGEMENT METRICS
• D7 Retention
• D30 / D60 Retention
• Promotional Transactions
• Non Promotional Transactions
• Type of Transactions
• Personal
• Business
• Type of Product (eg. Uber)
• Uber / UberX / Pool
• Payment Type
• CC-DC / Wallet / Cash
HYGIENE METRICS
• Tickets
• Open / Total
• Tickets / Transaction Ratio
• Cancellations (eg. Uber)
• By User / By Driver
• Lost Transx (App Opened, did not Transact)
• Escalations
• NPS
• Daily App Rating
• Avg ETA
• Transaction Ratings
• By Stars: 1/2/3/4/5
• Reason for bad ratings
C O R E M E T R I C S T O F O C U S F O R G R O W T H

17. P R AV I N J A D H AV | @ B E I N G P R A C T I C A L | P J @ B E I N G P R A C T I C A L . C O M
G R O W T H F R A M E W O R K
C O R E P R I N C I P L E S O F G R O W T H
1 User Retention is True Growth. User Acquisition is for Kids.
2 Vanity Metrics makes things look good. Focus on Real Metrics.
3 Growth Hacks =! One hack fits all.
4 Growth Hacking = Doing as many experiments as possible.
5 With time, every growth hack will lose its impact. Keep optimising. Keep experimenting.
6 Best way to grow a Startup is to make the product better!
7 In a Startup, Growth is everyone’s responsibility.

18. T H A N K Y O U
P R AV I N | P J @ B E I N G P R A C T I C A L . C O M | @ B E I N G P R A C T I C A L