ltv > cpi - onno faber
DESCRIPTION
TRANSCRIPT
![Page 1: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/1.jpg)
![Page 2: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/2.jpg)
1. Relevance of these 10 slides
• It may be be trivial
• It may be wrong
• It all depends on you
![Page 3: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/3.jpg)
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
![Page 4: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/4.jpg)
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)
![Page 5: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/5.jpg)
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
![Page 6: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/6.jpg)
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
![Page 7: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/7.jpg)
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?
![Page 8: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/8.jpg)
7. WOM 2
• Journalists, mainstream media, celebreties, etc. talking about your stuff
• Why would they do that?
![Page 9: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/9.jpg)
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
![Page 10: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/10.jpg)
9. Chaos
• Some stuff is just unpredictable
• Generate and try tons of ideas
• Observe with great curiosity
![Page 11: LTV > CPI - Onno Faber](https://reader036.vdocuments.us/reader036/viewer/2022082512/54b737114a7959404e8b45f1/html5/thumbnails/11.jpg)
Focus on understanding