ltv > cpi - onno faber

1. Relevance of these 10 slides

• It may be be trivial

• It may be wrong

• It all depends on you

2. Context

• Products that depend on an organically growing active user base

• Get a massive amount of users ‘for free’ (zero advertisement budget)

• Creating value first, monetize later

3. “Mobile Marketing” Do you need it; seriously?

• Why?!

• To get users?

• What kind?

• Actives!

• Very active actives

• How is mobile marketing going to help you?!

• (In case you wonder; getting e.g. paid downloads is a different kind of business, see context)

4. When do you need to think about “growth hacking”

• Depends on your product

• You can do all the growth hacking you want, if you have a leaky bucket it’ll going nowhere

• Focus on retention and engagement first

5. Growth hacking?• Usually seen in a pretty technical context in

startups - be careful

• In-app ‘invites’

• Sharing in existing social graphs (discover)

• Nothing wrong with the tools, but double check relevance to your product and be open to other ideas

6. WOM

• The holy grail - very strong, and very free *when it works

• “People talking about your stuff” AND make other people excited and curious

• Why would they do that?

7. WOM 2

• Journalists, mainstream media, celebreties, etc. talking about your stuff

• Why would they do that?

8. Why do people talk about your stuff

• They are excited about it (ranging from value they get, experiences, to cool animations *think about sustainability…)

• The value of the product is increased if your peers are on it too

• They want to brag about something *not directly related to the product itself

• Their imagination just runs wild thinking about it

• Journalists can create a story that attracts a lot of readers *they obviously have their own interest

9. Chaos

• Some stuff is just unpredictable

• Generate and try tons of ideas

• Observe with great curiosity

Focus on understanding