The competition for acquiring customers gets more intense every year. These slides show the four requirements for creating an agile growth organization needed to realize your company's full growth potential.
8. Validate Product Market Fit
• Leading indicator: Ask users “How would you feel if you
could no longer use this product?”
– Very disappointed (40%+)
– Somewhat disappointed
– Not disappointed
– N/A – I already stopped using
• Lagging indicator: Retention cohorts
9. Understand Product Market Fit
Understand “Must Have” Users
• Why did they seek product (intent)?
• How are they using product?
• How describe when recommend it?
Key Benefit - Narrow by Must Have
• Ask 1st group: “What is key benefit?” (open ended)
• Ask 2nd group: “What is key benefit?” (multiple choice), “Why is
that benefit important?” (open ended)
10. Leverage to Unlock Organic Growth
Home Page Messaging
• Hook: A/B test “hook” based on intent
• Promise: A/B test promise statements
(stay true to “must have benefit”)
• Description: A/B test descriptions
(best response)
Onboarding to “must have experience”
11. Today’s Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High tempo testing process
12. North Star Metric for Growth
• Reflects value delivered to your customers
• Examples: Airbnb nights booked, Uber rides
• Captures several metrics
(i.e. retention reflected in MRR and MAU)
13. Lens for All Growth Efforts
Ask: How does this test impact
our North Star metric?
14. Submetrics via Growth Accounting
New
Users
Retain
Users
$/User MRR
Acquisition
Activation
Referral
Retention Revenue
(expand)
Simple Example
North Star
Metric
15. Today’s Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High tempo testing process
16. Product
support
Growth is Cross Functional
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev
Marketing
PR
17. Product
Growth Team Coordinates Efforts
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
Marketing
PR
support
biz dev
Growth
Team
18. Building Core Growth Team
• Start with Growth Master
(PM Growth)
• Add dedicated people to core as needed
to hit testing tempo goals
• Core often includes designers, growth
engineers, analysts…
• Execute High Tempo Testing Process
19. Today’s Requirements for Growth
• Unlock organic growth
• Clear North Star metric
• Full company participation
• High tempo testing process
20. Testing Drives Growth
• Day 1: No certainty about how you
will grow
• Rapid testing across all levers
• More testing = More learning
Acquisition Referral
Activation Revenue
Retention Resurrection
30. Select Tests in Weekly Meeting
• Choose tests to launch (no brainstorming)
• Assign a project manager to each test
• PM Growth assist in releasing each test
31. Example Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog
34. Share Learning with Team+
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process
35. Example: New User To-do-list
• Data: low % of newly
registered users commenting
in 1st week
• Hypothesis: Increase % of first
week commenters
• Test: Use a to-do-list to guide
new users (start with easy
activities)
36. Result: New User To-do-list
• Result: over 700% lift in 1st
week commenting
• Idea credit: community
manager (inspiration Quora)
37. Another Example - oEmbed
• Data: Embeds = longer
sessions
• Hypothesis: Same
action = more embeds
• Result: 41% increase in
embedded media
• Idea Credit: Engineer
Slides
Videos
38. Recap: Requirements for Growth
1. Unlock organic growth
2. Clear North Star metric
3. Full company participation
4. High tempo testing process
39. Join GH Projects Private Beta
at Projects.GrowthHackers.com
Where Teams Drive Results with High Tempo Testing:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Notes de l'éditeur
Reverse engineer failure…
If autonomous team start with PM Growth, Growth Engineer, Designer
Consider breaking into two slides
Sounds a lot like agile… A lot borrowed from agile development…