Josh elman launch_4_15_15
Transcript of Josh elman launch_4_15_15
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April 15, 2015
Thoughts on GrowthJosh Elman @joshelman
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Josh Elman
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Growth circa 1995
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Growth today
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Growth today
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Josh Elman @joshelman , Greylock @greylockvc
Growth Key Questions
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1. Problem: what do people want?2. Inception: how do we make them aware?3. Adoption: how can we get them going?4. Retention: how does it become a habit?
Josh Elman @joshelman , Greylock @greylockvc
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credit: wwarby on Flickr
Measure the things that matter
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Someone who Tweets?
Someone who wants to stay up to date with friends?
Someone who cares about realtime news?
Someone who wants to know what’s happening in their world
Someone who wants to tell everyone
what they had for breakfast
Someone who wants to
know what their friends
had for breakfast
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Our mission: instantly connect people everywhere to what’s most meaningful to them.
Feb 14, 2011 from Barcelona, Spain
@dickc Dick Costolo
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credit: wwarby on Flickr
Measure the things that matter
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Viral Invites
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SEO
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Social
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PR
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PR
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In Person
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Josh Elman @joshelman , Greylock @greylockvc
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Josh Elman @joshelman , Greylock @greylockvc
The Learn Flow
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Josh Elman @joshelman , Greylock @greylockvc
When someone signs up...
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Everyone else is on it, might as well try
I saw it featured in the App StoreMy friend Julie sent
me an invite email
Free Trial, I’ll give it a shot
Kim Kardashian tweeted about this cool new app
Josh Elman @joshelman , Greylock @greylockvc
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Josh Elman @joshelman , Greylock @greylockvc
YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN
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Josh Elman @joshelman , Greylock @greylockvc
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Josh Elman @joshelman , Greylock @greylockvc
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Josh Elman @joshelman , Greylock @greylockvc
THIS IS YOUR BEST CHANCE TO HELP SOMEONE UNDERSTAND YOUR
PRODUCT. SO TEACH!
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Josh Elman @joshelman , Greylock @greylockvc
Slow down, it’s ok to explain
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Josh Elman @joshelman , Greylock @greylockvc
But don’t just tell, get users to engage
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Josh Elman @joshelman , Greylock @greylockvc
Give context and framing
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Josh Elman @joshelman , Greylock @greylockvc
Ask when it’s appropriate, not first
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Josh Elman @joshelman , Greylock @greylockvc
THE BEST LEARNING COMES FROM MAKING CONSCIOUS DECISIONS
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Josh Elman @joshelman , Greylock @greylockvc
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Josh Elman @joshelman , Greylock @greylockvc
The Best Learn Flows
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1. Take their time2. Break down the product into steps3. Ask questions instead of explaining 4. Start with the easy questions first5. Put the user into the product only when
ready (but allow skipping)Josh Elman @joshelman , Greylock @greylockvc
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credit: wwarby on Flickr
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Josh Elman @joshelman , Greylock @greylockvc # days visited in month 1
% w
ho vi
sited
N d
ays i
n m
onth
2
Step 1: Analyze month over month usage
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Josh Elman @joshelman , Greylock @greylockvc
Step 2: Determine who is “core”
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0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#
1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32#
Reten%on'Rate'based'on'#'%mes'used'in'month'1'
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Josh Elman @joshelman , Greylock @greylockvc
Step 3: Understand activations
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CORE
CURIOUS
NEW CASUAL
COLD
20%
90%
40%
40%
40%
8%
50%
10%
95%
4%1%
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Josh Elman @joshelman , Greylock @greylockvc
Step 4: Figure out why
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Following more than 30 accounts 1/3 - mutual follows2/3 - one-way follows
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Josh Elman @joshelman , Greylock @greylockvc
Step 5:
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Be Creative. Use your data. Build features.
Ship. Test. Learn.
Josh Elman @joshelman , Greylock @greylockvc
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April 15, 2015
Thoughts on GrowthJosh Elman @joshelman