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Growing Your Startup,
The Easy Way!
By Neal Kemp
Consultant, Startup Advisor
Co-Founder, CTO Women.com (YC S14)
Y Combinator Alum
CTO GovPredict (YC S14)
About Me
What I will talk about today
1. The Easy Parts
2. The Hard Parts
3. How to Grow
The Easy Parts ...
Two Things in a Startup
Death Growth
Your Two Goals
1. Prevent Death
2. Promote Growth
Why is growth good?
● You make money
● You can more easily raise investment
● You don’t die
● You achieve your dreams!
Why...
Questions to ask every day...
1. Will it help us grow?
2. Will not doing it kill us?
3. Is there anything else that can gr...
Things That Can Kill You
● Legal problems
● Cofounder Disputes
● Big company moving in on your market
● New government reg...
Method Channels Examples
Paid Acquisition Adwords, FB Ads
Viral Growth Conversation, social
media sharing, media
exposure
...
The Hard Parts ...
“Building something people want”
Actually not dying
Actually growing
How to Grow ...
Steps to Growth
1. Understand what growth is
2. Set goals
3. Execute a plan
4. Assess
1. Understand
Top Terms to Know
● Monthly Recurring Revenue (MRR)
● Annual Recurring Revenue (ARR)
● Lifetime Value (LTV)
● Week over We...
How fast should we grow?
● Early and focused (e.g. during Y Combinator)
○ Weekly: 5-7%
○ Monthly: 20-30%
● Small/Medium (e...
Know Your Funnel
● How do they find out about you?
● How do you move them from knowing about you to interested?
● How do y...
2. Set Goals
Set Goals!
What is your most important metric?
What is your goal for the metric this week, this month?
Pick your top metric
and don’t get
distracted by fake
metrics
3. Execute a Plan
Viral Growth Quickstart Guide
Sorry, not today!
Startup Sales Quickstart Guide
Should your startup do traditional sales?
● Does each sale bring in more than ~$1000 in Lif...
Sales: Essential Tools
Tool Use Case
Salesforce, with Salesforce Inbox Manage Sales Process
Mailjoy Send Postal Campaigns
...
Startup SEO Quickstart Guide
Should you use SEO?
● You have interesting, unique content that your customers are searching ...
SEO: Essential Tools
Tool Use
Wordpress or other CMS Manage + Publish Content
Moz SEO Advice, Tracking
Google Analytics Tr...
Startup Paid Acquisition Quickstart Guide
Should you use paid acquisition?
● Some approaches not recommended as long term ...
Paid Acquisition: Essential Tools
Tool Use
Facebook Adwords, Instagram Ads,
LinkedIn Ads, etc.
Pay for users
Supermetrics ...
4. Assess
Assess
● Did we hit our monthly sales goals?
● Did our key metric grow by our goal?
● What can we do next week/month to in...
How to scale growth:
http://andrewchen.co/theres-only-a-few-ways-to-scale-user-growth-and-heres-the-l
ist/
Things that wil...
Thanks!
neal@directional.io
“How to Build Products for Growth” by Neal Kemp, cofounder @Women.com (YC S14) 
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“How to Build Products for Growth” by Neal Kemp, cofounder @Women.com (YC S14) 

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Neal Kemp came to share his experience building products for fast-growing companies. He’ll be drawing from his experience as former cofounder of YC-backed startup Women.com, CTO of YC-backed GovPredict, and as growth consultant for successful Silicon Valley companies. 

Publié dans : Internet
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“How to Build Products for Growth” by Neal Kemp, cofounder @Women.com (YC S14) 

  1. 1. Growing Your Startup, The Easy Way! By Neal Kemp
  2. 2. Consultant, Startup Advisor Co-Founder, CTO Women.com (YC S14) Y Combinator Alum CTO GovPredict (YC S14) About Me
  3. 3. What I will talk about today 1. The Easy Parts 2. The Hard Parts 3. How to Grow
  4. 4. The Easy Parts ...
  5. 5. Two Things in a Startup Death Growth
  6. 6. Your Two Goals 1. Prevent Death 2. Promote Growth
  7. 7. Why is growth good? ● You make money ● You can more easily raise investment ● You don’t die ● You achieve your dreams! Why is death bad? ● You stop making money ● Your dream is over, sad! :(
  8. 8. Questions to ask every day... 1. Will it help us grow? 2. Will not doing it kill us? 3. Is there anything else that can grow us faster or more likely avoid death?
  9. 9. Things That Can Kill You ● Legal problems ● Cofounder Disputes ● Big company moving in on your market ● New government regulation ● Forgetting to pay taxes ● etc...
  10. 10. Method Channels Examples Paid Acquisition Adwords, FB Ads Viral Growth Conversation, social media sharing, media exposure Airbnb, Facebook, YouTube, Uber SEO Google, Bing Quora, Stack Overflow, TripAdvisor Sales (traditional) Email, Phone, In Person Hubspot, Salesforce, Workday Things That Can Grow You
  11. 11. The Hard Parts ...
  12. 12. “Building something people want” Actually not dying Actually growing
  13. 13. How to Grow ...
  14. 14. Steps to Growth 1. Understand what growth is 2. Set goals 3. Execute a plan 4. Assess
  15. 15. 1. Understand
  16. 16. Top Terms to Know ● Monthly Recurring Revenue (MRR) ● Annual Recurring Revenue (ARR) ● Lifetime Value (LTV) ● Week over Week Growth ● Churn Rate (%) ● Customer Acquisition Cost (CAC) ● Weekly Active Users (WAU) ● Monthly Active Users (MAU)
  17. 17. How fast should we grow? ● Early and focused (e.g. during Y Combinator) ○ Weekly: 5-7% ○ Monthly: 20-30% ● Small/Medium (e.g. post seed, pre-A) ○ Weekly: 3.5-5% ○ Monthly: 15-20% ● Medium/Large (post-A) ○ Hard to give numbers, much more dependent on industry details
  18. 18. Know Your Funnel ● How do they find out about you? ● How do you move them from knowing about you to interested? ● How do you sell the product to an interested lead?
  19. 19. 2. Set Goals
  20. 20. Set Goals! What is your most important metric? What is your goal for the metric this week, this month?
  21. 21. Pick your top metric and don’t get distracted by fake metrics
  22. 22. 3. Execute a Plan
  23. 23. Viral Growth Quickstart Guide Sorry, not today!
  24. 24. Startup Sales Quickstart Guide Should your startup do traditional sales? ● Does each sale bring in more than ~$1000 in Lifetime Value (LTV) How to do sales ● Figure out your process ● Set monthly goals ● Relentlessly solve bottlenecks if you don’t hit monthly goals ● Use Salesforce ● Use other tools!
  25. 25. Sales: Essential Tools Tool Use Case Salesforce, with Salesforce Inbox Manage Sales Process Mailjoy Send Postal Campaigns PersistIQ Send Email Campaigns Talkdesk or Toky.co Make phone calls Google Analytics Tracking Mixpanel or KISSMetrics Tracking
  26. 26. Startup SEO Quickstart Guide Should you use SEO? ● You have interesting, unique content that your customers are searching for ● You are ready for a long-term play ● You want to write content that people actually want to read! How do to SEO ● Come up with list of target keywords ● Write content ● Get link backs ● Analyze results in Google Analytics and Moz
  27. 27. SEO: Essential Tools Tool Use Wordpress or other CMS Manage + Publish Content Moz SEO Advice, Tracking Google Analytics Tracking Mixpanel or KISSMetrics Tracking
  28. 28. Startup Paid Acquisition Quickstart Guide Should you use paid acquisition? ● Some approaches not recommended as long term growth plan ● Great for hacking initial growth ● Can be very competitive, very expensive How to do paid acquisition ● Choose your platform(s) ● Buy ads ● Run A/B tests on every step of the funnel (ad copy, landing pages, etc) ● Compare cost of acquisition vs cost of campaign
  29. 29. Paid Acquisition: Essential Tools Tool Use Facebook Adwords, Instagram Ads, LinkedIn Ads, etc. Pay for users Supermetrics Ad Performance Metrics Google Analytics Tracking Mixpanel or KISSMetrics Tracking
  30. 30. 4. Assess
  31. 31. Assess ● Did we hit our monthly sales goals? ● Did our key metric grow by our goal? ● What can we do next week/month to increase the growth number?
  32. 32. How to scale growth: http://andrewchen.co/theres-only-a-few-ways-to-scale-user-growth-and-heres-the-l ist/ Things that will kill you: http://paulgraham.com/startupmistakes.html Wiki of important terms: http://saasmetrics.co/monthly-recurring-revenue Growth calculator: http://growth.tlb.org/ Resources
  33. 33. Thanks! neal@directional.io

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