2. @DistroDom
WHO IS THIS GUY DOMINIC?
● Co-Founded GarmentValet
● Co-Founded Curebit / Talkable
Now I’m @DistroDom @500
Startups investing time and $ in
promising startups #500STRONG
6. GROWTH FOR PIRATES… AARRR
@DistroDom
Acquisition • Attracting the right people
Activation • People signup and start
using your product
Retention • People keep using your
product.
Referral • People get their friends to
start using your product
Revenue • Buying more
Credit: Dave McClure (@davemcclure)
9. A/B Tests Don’t Matter If Too Small
< 250 Conversions (Per Variation) Means A/B Test Isn’t Valid and leads to false confidence.
~ Peep Laja @WMD 500 Startups 2015
19. RULE 5: Always Measure
● Conversions are directly related to
optimizations
● Full Weeks (every day is different)
● Long enough periods of time
20. Now - the “WHAT” Part:
FOCUS ON PRINCIPLES
@ EACH STAGE
not tactics from others
21. ● Visual Heirarchy
● Keeping everything simple
● State value in the your customer’s language
● Pay attention to FOGG (Behavioral Model)
Great Principles
22.
23. Acquisition
● look at conversion from signups (not just signups)
● look at CTR related to conversions, are your ads just getting a lot
of clicks from the wrong people
● Expand your audience in a segmented way
● Onboarding flow (too many questions, not enough)
● Clear calls to action
● Is the value stated clearly in the words of the user
24. Activation
● Immediate welcome emails
● Content nurturing with valuable news
● Starting a conversation
● Incentives to activate
25. Retention
● try to find when people normally leave/drop out and then lengthen
the curve prevent it
● figure out the main reasons for leaving and optimize around that
26. Referral
● figure out if people like your product
● put sharing call to actions in more places
● make it easy for the friend to use the offer
27. Revenue
● what products are selling best
● what products are profitable / loss leaders
● what # of your revenue is coming from customers who buy
● what else can you sell, is there a different way to package it, is
there a promotion that makes people spend more
Let me give you a little bit of a background of myself.
I’ve started a few different companies, both with friends.
The first one I started was when I was in college.
It was a laundry and drycleaning delivery business of all things.
But we were really “high-tech”. We had pretty solid growth to over $1.5M in sales during the first few years.
After I left school, I also left thtat company to pursue something that was more software oriented.
I co-founded Curebit.com (now Talkable.com) with a friend.
Talkable was a referral software platform used by TOMS, BONOBOS, Shutterfly, etc.
Curebit was funded by 500 and YC.
This is Dave McClure’s “Marketing for Pirates” framework:
Acquisition
Activation
Retention
Referral
Revenue