Your product ideas and analyses are only as valuable as your ability to put things into action. And putting things into action is all about working with others in the organization. This process involves a number of soft skills, like communication, persuasion, negotiation, and evangelism. The art of influencing without authority involves understanding and empathizing with different sets of people. And to do that, you need to develop certain soft skills that will help lead your team and make your stakeholders understand any decision you’re taking. It's time to learn from top PM leaders!

1. www.productschool.com
What's Growth PM and How's it
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5. Intro to Growth Product
Management
Japna Sethi
October 2020

6. Japna Sethi
www.linkedin.com/in/japnasethi/
@japnasethi

7. Agenda
1. Overview - What is Growth?
2. The Growth Funnel
3. Growth Product Principles

8. What IS Growth?
● a mindset focused on how to sustainably grow a business

9. What IS Growth?
● a mindset focused on how to sustainably grow a business
● a discipline across various functions (Product, Design, Marketing, etc.)

10. What IS Growth?
● a mindset focused on how to sustainably grow a business
● a discipline across various functions (Product, Design, Marketing, etc.)
● surfaces in different ways at different companies depending on the type of
product, the business model, and the company stage

11. What IS Growth?
● product-led growth = how you can use your product to drive sustainable
growth for your business
For this presentation, we’ll be discussing what it means to work on growth
goals/objectives within a product team, and what product-led growth might look
like.

12. Product Team’s Focus Areas
1. building net new product value or enable new use cases
2. improving current product value and the use cases you currently address
3. helping as many users as possible realize the product’s value as quickly as
possible

13. Agenda
1. Overview - What is Growth?
2. The Growth Funnel
3. Growth Product Principles

14. The Growth Funnel
Acquisition
Activation
Retention
Expansion
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15. Acquisition Drive traffic to the product through
various channels

16. Acquisition
Common problem areas/themes:
● quantity v quality of users
● speak to your customer’s JTBD
● enable discovery of your solutions,
products, etc
● support a user’s evaluation of your
offering
Sample metrics:
● Visits
● Signups
● Leads
● Bounce Rate
● Session length
● CAC

17. Activation Deliver value to the user for the first time,
or deliver new value to the user

18. Activation
Common problem areas/themes:
● what value is the user interested in
receiving?
● what features are the best to address
their use case?
● do they “get” it? did they receive the
“aha” moment?
● did they receive enough value for
them to come back?
Sample metrics:
● Conversions
● 7, 14, 28d retention
● Activation

19. Retention Continue to deliver value through
repeat usage

20. Retention
Common problem areas/themes:
● are these products creating habits?
● are we increasing switching costs?
● can we continue to deliver value by
improving the current value or
introducing new value to the user?
● are users “healthy”? if not, why and
how can we help?
Sample metrics:
● Product usage / engagement
● Daily, weekly, or monthly active usage
● Revenue retention
● LTV

21. Expansion Obtain more users through various
growth loops

22. Expansion
Common problem areas/themes:
● what are the growth loops inherent in
the product?
● if there aren’t any, how can we build
that?
● ex: team or group invites, referral
bonuses, incentives
Sample metrics:
● Referrals
● Invites
● Viral coefficient
● Expansion revenue growth rate

23. Monetization Earn revenue from your userbase

24. Monetization
Common problem areas/themes:
● where in the user journey is the right
moment to monetize your user?
● freemium v trial-first?
● what does the user need to make a
confident purchase decision?
● how can a user organically discover
the value and pay for it, instead of
spamming the user with ads?
Sample metrics:
● Free to paid CR
● Trial CR
● MRR
● Revenue Retention

25. Agenda
1. Overview - What is Growth?
2. The Growth Funnel
3. Growth Product Principles

26. #1
Core product and Growth
product are more similar than
different.

27. #2
Data-informed, NOT data-driven.

28. #3
You are accountable for user
experience.

29. #4
Throw out vanity metrics.

30. #5
Achieve product-market fit first.

31. Thank you!
www.linkedin.com/in/japnasethi/
@japnasethi

32. www.productschool.com
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