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1TheFamilyGrowth meetup #5

June 2017

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"If you’re offered a seat on a rocket ship,You don’t ask what seat. You just get on”

Sheryl Sandberg

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Mobile growthMust-haves before spending $$ on User Acquisition

• Product

• Mobile Growth Stack ©

• Data setup

• AARRR © > RARRA

• ASO

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Build things that matter

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"Do people want to put your icon on their home screen?”@BenedictEvans

“No amount of marketing will make a crap product gain a mass audience", @VentureHarbour

Build things that matter

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AARRR User jouney in the app world

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“How many funnels does your product have?”T. Tunguz

http://tomtunguz.com/how-many-funnels-in-your-product/

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mobilegrowthstack.com

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Re-prioritize the funnel#RARRA

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2.

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4.

3.

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Data layer : tools

Product Marketing

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Data layer

Product Marketing

Collect them all!

Naming convention

“early proxy metric”

Source attribution

3D thinking

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Retention

If you have retention,

everything else can be “fixed”

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Retention = proxy metric for success

Quettra

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#1 metric for mobile successAnd failure

“If you invest in growth before you have retention, you’re renting users”, @gillianim

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#1 challenge for App devs

Losing 80% of users in a couple of days is normal. It’s hard, and it’s getting worse

Appboy

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Where do you stand?

98% of users who paid for Slack are still paying for it

90+% Amazon yearly subscribers renew. Adjust

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Product Retentionvs

re-engagement tactics

In-App messages

Push notifications

Email

Retargeting

Branch

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re: build things that matter

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Activation

Splash screen

Signup

Onboarding

Tutorial

Permissions

Drip

How much friction to your aha moment?

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https://www.edenspiekermann.com/magazine/the-importance-of-onboarding/

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Why activation ?

Early churn prevention

@danwolch

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Referral

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Social / Viral / Referral

K-factor = biggest leverage to lower down CAC

Word of mouth is the #2 channel for App Installs

• Social features IM, coop games, Leetchi

• Viral Flappy Birds

• Hacked Hotmail, Dropbox, Farmville

• Incentivized Candy Crush, Uber

• Paid for Gyrik, Lava

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Growth loop

Stuart K. Hall

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You need a plan.

You don’t need the plan to be executed day1

[Monetization slides removed from this version]

Monetization

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Data, analytics & attribution

Retention

Activation

Referral

Monetization

Not yet…

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How paid UA works

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How paid UA works

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How paid UA works

eCPM

cpc

CPI

CPL

CPA

ROAS

Ampush

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ASO conversions

= direct leverage on CPI

“If we can improve the app store conversion, we actually reduce the load on our marketing team and significantly reduce the budget that we spend

on UA”, Rajeev Girdhar (Rovio)Branch

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Giphy

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@thomasbcn