Product Meets Growth - How Product Teams Are Key To Driving Sustainable Growth
1. Product Meets Growth
How Product Teams Are Key To
Driving Sustainable Growth
Products that Count
San Francisco 9/30/15
2. Product
Growth is Cross Functional
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/
APIs Marketing
Growth
Team
3. About Me
• 1996 - 2007: Led marketing from launch to IPO
• 2008: Shifted focus to traction stage
• Now: Founder/CEO of GrowthHackers
4. Lesson: Growth Has Stages and Gates
Scale
Growth
Stacking the Odds
Product/Market Fit
5. Product Market Fit
• Most important factor for driving growth
• Large addressable market considers your product
a “must have”
• 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
6. Stacking the Odds for Growth
Understand “must have” users
• Who are they?
• Why is it a must have (key benefit)?
• How are they using product?
Optimize value delivery engine
• Relevant, powerful promise
• Onboarding to “must have experience”
10. Many Tests – Access Testing History
• Record test results in
knowledgebase
• Key lessons learned
• Details, hypothesis, before/
after screenshots
• Include analytics reports
13. Product
Growth Team Drives Testing
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz dev/
APIs Marketing
Growth
Team
14. Building the Growth Team
• Start with Growth Master
(PM Growth)
• Add dedicated people to core as
needed to hit tempo goals
• Contract temp specialists to
explore channels (FTE proven)
25. Choosing Right Tests to Launch
• Go through nominated ideas as a team
• 30 second pitch for each idea (ensure crisp
delivery – connect after if not prepared enough)
• Discuss and shortlist tests (if can’t quickly agree
as group, growth master will choose)
26. Manage Testing Queue
• Assign each test to a project manager
• Communicate test releases
29. Weekly 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
* GH weekly growth meeting includes CEO, CTO, VP Product,
Head of Growth, Head of Design, Growth Engineer, and Analyst
30. Example Test – Related Posts
• Add related posts
to article summary
• Hypothesis: More
time on site
• Result: Hypothesis
validated
…Article text…
31. Another Example - oEmbed
• Data: Embeds = longer
sessions
• Hypothesis: Same
action = more embeds
• Result: 41% increase in
embedded media
Slides
Videos
32. 2015 GH Accelerated Testing
GH accelerated testing to 3+ per week
after growth plateaued