VA L U E > G R O W T H > E V E R Y T H I N G E L S E

U S E R A C Q U I S I T I O N F O R S TA R T U P S

T Y L E R W I L L I S

O P E R A T I N G : R A N G R O W T H A T I N V O LV E R ; 1 M I L L I O N C U S T O M E R S !A D V I S O R Y: G R O W T H A T B R A N C H O U T; 2 5 M I L L I O N U S E R S !G R O W T H A T H I R E D . C O M ; $ 2 B I L L I O N I N J O B O F F E R S !C U R R E N T LY: V P, U N I F I E D A N G E L I N V E S T O R !U S E R A C Q . E M A I L L I S T W I L L I S . T Y L E R @ G M A I L . C O M S U B J E C T L I N E : G R O W 1 2 3

A G E N D A

• VALUE > GROWTH > EVERYTHING ELSE

• System Messaging

• Co-Branded Growth

• Co-Reg Path

• Social Reciprocation

• Speed Wins

• Agile Marketing (Plan, Sprint, Repeat)

• Be Data Driven

1. Do the right thing:

2. Build a growth engine

3. Tricks of the Trade

VA L U E > G R O W T H > E V E R Y T H I N GT H E H I P P O C R A T I C O A T H O F G R O W T H :

– C H A M AT H

We never talked about K-factor at Facebook once. Not once. Tell me how I deliver Core Product Value

as often as possible.

A D D VA L U E :

S P E E D W I N S .B U I L D I N G A G R O W T H E N G I N E :

L I S T C R E AT I V E O P T I O N SB U I L D :

S P R I N T P L A N N I N GB U I L D :

T E S T Y O U R H Y P O T H E S I SB U I L D :

B E D ATA D R I V E NB U I L D :

D O U B L E D O W N O N W I N SB U I L D :

F O R M U L A S O F G R O W T H

• CREATING VALUE > GROWTH > EVERYTHING ELSE

• CHANNEL POTENTIAL = audience size + desire for your product + longevity

• CREATIVITY + DATA = MARKETING

• ABILITY * ITERATIONS = PROGRESS

• SPEED IS THE KILLER APP.

T R I C K S O F T H E T R A D EL E A R N F R O M O T H E R S :

S Y S T E M M E S S A G I N GL E A R N :

C O - B R A N D E D G R O W T HL E A R N :

C O - R E G PAT HL E A R N :

S O C I A L R E C I P R O C AT I O NL E A R N :

T H A N K Y O U

U S E R A C Q U I S I T I O N F O R S TA R T U P S

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I M A G E C R E D I T S

• Do No Harm, Chamath

• Speed; List Creative Options; Test Hypothesis; Data;

• Tricks; Hired; Co-Brand; Co-Reg; Who’s Viewed