In today’s fast-changing environment, organizations need to focus on Growth as a strategy, a culture, and a mind-set. As one of Skyscanner’s earliest employees, Yara Paoli has seen the company scale from a small Scottish start-up to a global travel meta-search player who last year, was acquired by online travel giant Ctrip for $1.7B. Yara shares how Skyscanner transformed itself from a traditional organization to a Growth organization and the pitfalls, challenges and imperatives along the way.
4. 8 years at Skyscanner;
(it’s been like 5 different start ups,
lots of growth hacks!)
20 years in online marketing,
business localisation and development,
psychology and growth.
Yara Paoli
@yarapaoli
7. 0
10
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70
December 2004
December 2005
December 2006
December 2007
December 2008
December 2009
December 2010
December 2011
December 2012
December 2013
December 2014
December 2015
December 2016
December 2017
Millions of unique monthly visitors
10. Manual
High waste
Big batch gambles
Subjective decisions
No ownership or autonomy
Functional siloes
Old school marketing
Where we were
Automated
Agile and lean
Small batch,
short cycle time
Data driven
Cross functional
Owning it
Growth Hackers
Where we aspired to be
Old competencies New competencies
21. Organisational
Principles
More focus on fewer priorities, aligned to strategy
Distributed system of Growth & App expertise
• Products that think and deliver Growth from the start
• Products that are truly App first
à Blend Apps & Growth discipline expertise into all teams
One set of goals across Growth & Product
Consistency in Squad & Tribe formation
• Balance of Growth & Product for consumer facing work
22. Present
Remove siloes between
growth and product
embedding growth at the
core of product
Personalisation Tribe
Designed for
upfront
collaboration
Embrace the principle:
Product
=
Features + Channels
24. 50% of our product is our channels
Growth must be operated to lean
start-up principles
Growth Marketing must be scalable,
optimisable and sustainable
The achievement of Product-Market
fit must precede any
significant marketing investment
in any given market
33. Plenty of graphs like
these…
2014 / 01
Post increased PMF
Post TTV prioritisation methodology adoption
From big batch gambling to iterative and experimental
Post growth model implementation
38. Old title – “Cheap flights to London”
New title – “Awesome and cheap flights to London”
Awesome and cheap flights to Moscow
Awesome and cheap flights to Malaga
Awesome and cheap flights to London
Awesome and cheap flights to Bangkok
Long
Expensive
Awesome and cheap flights to {{ city_name }}
Moscow
Malaga
Awesome and cheap flights to London
Bangkok
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