6. Your startup’s user base will not
look like either of these UNLESS
• Your product is a free viral consumer app with
network effects (why are you here?)
• Something is wrong
25. SEO Landing Pages
baydin | 2013
• Found 20 good keywords with AdWords + Moz
tools
• Seeded with AdWords to test conversion rate
• Analyzed search terms to find other opportunities
• Fixed cost – additional traffic is free and growing
27. Marketing is hard because of Failure
baydin | 2013
• Video (clickthrough rate too low)
• Display Ads (4% conversion to download)
• AdWords (low search volume)
• Facebook Ads (only 3rd world clicks were cheap)
• Domaining (low pagerank because sites too new)
28. Mechanics of polynomial growth are easy
baydin | 2013
1. Pick a customer acquisition channel
See DMC’s AARRR slides for channel ideas
Spend at least one month running experiments
2. Measure the results.
Invest more? Invest the same? Stop investing?
3. Pick another customer acquisition channel
29. baydin | 2013
If your growth does not yet look polynomial:
Draft or hire someone to focus on marketing!
tiny.cc/polynomialgrowth
Alex Moore
Baydin
@awmoore
31. Raising Money
baydin | 2013
1. The illusion of exponential growth is key to
attracting investors.
2. Your lever is your marketing budget. Expect to
lose money overall creating this illusion.
3. Don’t believe your own bullshit!
32. Have not hit Product-Market Fit
baydin | 2013
1. Look at conversion metrics
2. Talk to your customers
3. Iterate on your product