Growth Framework for Pirates
Transcript of Growth Framework for Pirates
GrowthFrameworkfor Pirates
WORKSHOP TDQC #1
AARRR!
Alexi Roy
Product Growth+
Business Essentials
Core featuresUsers experience the core features quickly and often
Growth Hacking
A mindset to develop techniques that use
creativity, engineering, experimental thinking and trends spotting to grow a
product.Newspaper > Radio > TV > Internet > !!!
Growth Hacking Example
April 2010: Facebook announce the like button for website at the F8
developer conference My experiment result:
1 300 000 unique visitors
in under 24 hours
February 24, Facebook UPDATE!
Facebook now offers 6 like choices called “Reactions”
AARRR…HERE WE GO CAP’TAIN!
Acquisition Users come to the site for the first time from various channels
Activation Users enjoy their experience and conduct somekind of actions
Retention Users come back, visit multiple times
Referral Users like product enough to refer others
Revenue Users conduct some monetization behavior
AARRR!
Customer lifecycle
WEBSITE
1. Acquisition
2. Activation
Search (SEO, SEM), Social (Facebook, Twitter, Pinterest), Television, Radio, et.
3. Retention 4. Referral
5. Revenue $$$$
Emails, Share widget, Words of mouth, etc.
Emails, SMS, Phone, App notifications, Habits, etc.
Ads, Product sales, Service sales, Subscriptions, Affiliates, etc.
Page views, Leads gen, Mail submit, Tracked actions, etc.
No growthoptimizati
on=
LeakyBucket(churn)
Introducing…Our enterprise Alexci’ta
tion
Swimsui
ts
WEBSITE
1. Acquisition
Acquisition1
Users come to the site for the first time from various
channels
Target personas
Acquisition channels
Search (SEO, SEM), Social (Facebook, Twitter, Pinterest), Television, Radio, et.
Examples:
1. Alexci’tation regular:Google Adwords
2. Alexci’tation growth hack:Meteo + Twitter/FB
3. Famous growth hack:Airbnb & craiglist
Marketing Growth
Marketing is the “Acquisition” part of the Growth framework
WEBSITE
Activation2
Users enjoy their experience and perform some kind of
actions
User flow / UX
Tracked actions
Examples:
1. Alexci’tation regular:E-commerce best practices
2. Alexci’tation growth hack:> 10 page views, email submit to top 5 summer catalog
3. Famous growth hack:Reddit, ghost town
2. Activation
Page views, Leads gen, Mail submit, Tracked actions, etc.
WEBSITE
Retention3
Users come back, visit multiple times
Notifications
Product Habits
Examples:
1. Alexci’tation regular:Newsletter every month
2. Alexci’tation growth hack:Lob integration + Postcard
3. Famous growth hack:Foursquare, gamification
3. Retention
Emails, SMS, Phone, App notifications, Habits, etc.
No retention
=LeakyBucket(churn)
WEBSITE
Referral4
Users like product enough to refer others
Happy moment
In-Product
Examples:
1. Alexci’tation regular:Shatre buttons on product page
2. Alexci’tation growth hack:Collection DUO
3. Famous growth hack:Hotmail signature
4. ReferralEmails, Share widget, Words of mouth, etc.
Alexci’tation SwimsuitsGrowth Plan
Pirates step Techniques
ACQUISITION Google Adwords + Meteo API / Twitter&Fb ads
ACTIVATION E-commerce best practices + > 10 pageview email popup
RETENTION Newsletter + Lob/Postcard integration
REFERRAL Share buttons on product page + DUO collection
Key takeaways
1. Work on growth if you don’t want a leaky bucket2. The Pirates Framework 5 letters are “AARRR”3. Retention is KING4. Track EVERYTHING5. Always monitor the big consumer platform**HINT** >> Snapchat (new direct link & API), Pinterest, Facebook (Autoplay video, tasty), Fb 6 emojs
Don’t drink rum and growth hack!!
AARRR!
Credits
Dave McClure, 500 startups, Startup Metrics for Pirateshttp://
www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version
Brian Balfour, Coelevate, Growth vs Marketing vs Producthttp://
www.coelevate.com/essays/growth-vs-marketing-vs-product
nandomendonssa on Devianttart (Cover pirate image)http://
nandomendonssa.deviantart.com/art/Pirates-of-the-Caribbean-at-Neverland-454156135