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