growtalks - grow like an olympian, know what fast really means - brian krausz
TRANSCRIPT
Growing Your Product What happens after product-market fit
Brian Krausz Facebook Engineer January 30, 2014
Who am I?
▪ GazeHawk ▪ Eye tracking startup ▪ YC/500s funded
!
▪ Facebook since 2012 ▪ Web, iOS, infrastructure
When do you grow? When do you grow? !
After you find product market fit
Don’t Waste Effort on Premature Growth
▪ Engagement has more ancillary benefits ▪ Better press & morale ▪ Overlaps with growth anyway
▪ Maximize growth ROI ▪ Even FB is careful here
“You can always feel when product/market fit isn't happening … and you can always feel product/market fit when it's happening.” - Marc Andreesen
Quote: http://www.stanford.edu/class/ee204/ProductMarketFit.html
Early-stage Growth “The Happy Path”
The Happy Path
▪ Be the easiest path forward for your users
!
▪ Go where your users are
!
▪ Minimize decisions ▪ “The paradox of choice”
The paradox of choice: http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
Your new users
▪ Not acclimated to your product
!
▪ Less like you than your current users are
!
▪ Using less-tested paths
Where do you focus your effort?▪ It depends on your users ▪ Go where your new users are ▪ Youth ▪ International (not just
language, culture) ▪ Mobile
▪ Don’t be afraid of big changes ▪ Ex: FB iOS Navigation
0
240
480
720
960
1,200
Q3'11 Q4'11 Q1'12 Q2'12 Q3'12 Q4'12 Q1'13 Q2'13 Q3'13
362346327
304288
268245
225207 351339319298277255234212196
276272269261253246239229221
199198195193189186183179176
US & CanadaEuropeAsiaRest of World
International
Facebook Earnings Report, Q3 2013
MAU by region (in Millions)
0
52
104
156
208
260
Q3'12 Q4'12 Q1'13 Q2'13 Q3'13
254
219
189
157
126
Mobile
Facebook Earnings Report, Q3 2013
Mobile-Only MAU (in Millions)
Early-stage Growth Tooling
Growth Tools ~= Engagement Tools
A/B Testing
Data Analytics
Dashboard
Anything!
A Word on Data▪ Dashboards! ▪ Rallying cry for your team ▪ Makes arguments shorter
▪ Pick a few metrics to optimize ▪ ex: MAU/WAU/DAU, churn, revenue, user sentiment
▪ Double-edged sword ▪ Data doesn’t tell you if you’re using the wrong data
▪ Whenever possible, pre-emptive logging is faster ▪ Analytics over A/B test logging: it lasts longer
Late-stage Growth Tooling
!
▪ Invest in both ▪ Analytics are usually
under-invested in
!
▪ Re-evaluate often ▪ “Move fast and break
things”
Balance data with analytics capabilities
Questions? [email protected] fb.com/bkrausz
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