fc growth framework
TRANSCRIPT
pravin jadhav | growth at @freecharge | twi4er @beingprac6cal
FreeCharge: Driving Growth
Transi4on: Web to Mobile in 9 months
90% Desktop
+ 10% Mobile
90% Mobile
+ 10% Desktop
Google Trends: FreeCharge
Growth: Doing all that ma>ers!
Overall Transac4ons
Transac6on
s / Day
Transac6on
s / Day
App Transac4ons
Growth: Transac4ons / Day
The thing about Growth
Getting users to install the app is the easiest thing to do.
Ensuring they keep using it is extremely difficult!
Growth = Product + Marke4ng
Fail Fast. Learn Faster!
x We found few things that won’t work – Our Failures:
b. Not knowing what matters
Who is our best Customer? Which is our best performing acquisi6on channel?
a. Driving App Installs like crazy And believing that is Growth
c. Not measuring what matters Reten6on > User Acquisi6on
e. Thinking Marketing, not Growth
What? What does this even mean?
d. Chasing App Store Ranks
Thinking that ranking high on App Store ranks wins you the race
f. Playing Safe
What do we have to lose if we don’t grow? Everything.
Vanity Metrics: Makes you look good.
Real Metrics:
Brings you back to reality.
The thing about Metrics
Vanity Metrics…
Registered Users Transac4ng Users
Downloads / Installs Current Installs
App Store Ranks Transac4ng Users on App
90 Day Ac6ve Users D7 / D30 Reten4on
Transac6ons per Month Tranx / User in a Month
All Transac6ons Non -‐ Promo Transac4ons
‘We’re a Great App / Product!’ Ra4ngs + Tickets / Transac4on ra4o
Real Metrics!
The thing about Metrics
Who is our perfect customer?
Who:
a. Transacts on FreeCharge Mobile App b. Recharges for Self & X more users c. Makes Y+ Transactions every month d. Saved Credit / Debit Cards on FC d. Refers more than Z friends to FreeCharge
Growth: Knowing what is right!
What:
a. Conversions – Install, Register, Transact b. LTV of this user acquisition channel c. Retention metric of this channel - 7 Days? 30 Days? d. Users -> Mr. X e. Effective CPI & CPT of this channel
What is best User Acquisition channel?
Growth Framework at FreeCharge
Awareness
Acquisi4on
Ac4va4on
Reten4on
Revenue
Referral
Awareness
Acquisi4on
Ac4va4on
Reten4on
Revenue
Referral
MARKETING
GROWTH
Growth v/s Marke4ng:
What is Growth team supposed to drive?
Growth: Marke4ng on Steroids
Awareness
Acquisi4on
Search Engine Op6miza6on
App Store Op6miza6on
Google & Facebook
Advt Networks
Affiliates
Coupons
Preloads
Flash Sales
Reward Users
Offline Distribu6on
FMCG & Media
Bank & Finance
Online Partners
ATL / BTL
Social / PR
Growth: FC Growth Engine
Awareness
Acquisi4on
Ac4va4on
Reten4on
Revenue
Referral
Growth at FreeCharge
TVC : ATL & BTL Ac6vi6es Banks Partnerships FMCG Partnerships Media, Movies Buzz / Social Media PR
Referral Program Google: Adwords, GDN Facebook: Ads, Offers SEO ASO Networks & Affiliates Online Partnerships Coupon Partners
First Transac6on Free Instant Discounts Cashbacks Free Coupons Rewards Turbo Recharge
FreeCharge Credits Emails No6fica6ons Saved Cards
New Users Exis6ng Users (++) Upsell / Cross sell
Exis6ng Users Acquiring new users
Growth =
Building Sustainable Growth
Lapsed Users
New Users Exis4ng Users
Reac4vated Users
First WoW Experience!
Build a Large Pool of Transac4ng Users
High Frequency of Transx
Reac6vate Reac6vate
Rule #1
Growth Hacks ≠ One Hack Fits All
5 Rules to follow about Growth
Rule #2
Growth Hacking = Doing as many experiments as possible!
5 Rules to follow about Growth
Rule #3
Growth Hacking : With time, every growth hack will lose its impact!
5 Rules to follow about Growth
Rule #4
Best way to grow a Startup is to make the product better!
5 Rules to follow about Growth
Rule #5
In a Startup, Growth is everyone’s responsibility.
5 Rules to follow about Growth
Thank You [email protected] | @beingprac4cal