Product Meets Growth How Product Teams Are Key To
Driving Sustainable Growth
Products that Count San Francisco 9/30/15
Product
Growth is Cross Functional
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
biz dev/APIs Marketing
Growth Team
About Me
• 1996 - 2007: Led marketing from launch to IPO
• 2008: Shifted focus to traction stage
• Now: Founder/CEO of GrowthHackers
Lesson: Growth Has Stages and Gates
Scale Growth
Stacking the Odds
Product/Market Fit
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
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”
Scaling Growth
Scale Growth
Stacking the Odds
Product/Market Fit
Testing Drives Growth
• Test across AARRR
• Test to discover (pings)
• Test to optimize (A vs B)
• Focus on velocity (quality hard to predict)
2011 Twitter Accelerated Testing
Many Tests – Access Testing History
• Record test results in knowledgebase
• Key lessons learned
• Details, hypothesis, before/after screenshots
• Include analytics reports
High Tempo Team & Process
Team Process
Team for High Tempo Testing
Team Process
Product
Growth Team Drives Testing
External Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation Revenue Retention Referral
biz dev/APIs Marketing
Growth Team
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)
Growth Team Executes a Process
Team Process
High Tempo Testing Growth Process
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
Unbridled Ideation
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
Inputs for Growth Testing Ideas
External Insights Connect with Experts
and Content
Internal Insights Customer centric
inputs, quantify impact
Ideas Tests Results
Growth Team Testing Workflow
Unbridled Ideation
• Invite participation from whole company
• Ideas across vectors Acquisition Referral Activation Revenue Retention Resurrection
Build Large Idea Backlog
• My team has 450+ ideas in backlog
Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease
Prioritize Backlog
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
Weekly Nominations from Team
• Use ICE to nominate (high impact, high confidence, easy to test)
Launch Tests
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
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)
Manage Testing Queue
• Assign each test to a project manager
• Communicate test releases
Capture Learning
Unbridled Ideation
Prioritize backlog
Launch tests
Capture learning
Capture/Share Learning Details
• Every test leads to learning • Ensure transparent sharing/access
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
Example Test – Related Posts
• Add related posts to article summary
• Hypothesis: More time on site
• Result: Hypothesis validated
…Article text…
Another Example - oEmbed
• Data: Embeds = longer sessions
• Hypothesis: Same action = more embeds
• Result: 41% increase in embedded media
Slides
Videos
2015 GH Accelerated Testing
GH accelerated testing to 3+ per week after growth plateaued
Example from Dropbox
Revenue test
Referral test
Retention/Revenue
test
Example: Sharing Landing Page
Team + Process = Silver Bullet
Unbridled ideation
Prioritize backlog
Launch tests
Capture learning
Join Canvas private beta at Canvas.GrowthHackers.com
1) Team Ideation 2) Prioritize Testing 3) Capture Learning
Purpose-Built Agile Marketing System:
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