How to develop a product with a Growth approach? From Features Driven to Growth Driven!

1. Growth Product Development
How to Develop a Product with a Growth Approach?
From Features Driven to Growth Driven!

2. A Bit About Myself
Graduated
Software
Engineer
Mehdi Mehni : Growth Product Manager & Startups Advisor
2001
Found
Code
System
2003 2006
Move to
Canada
2010
Found
ViralNinjas
2014
Merge with
Sociable
Labs
Move to
Silicon Valley
HotSpot Shield
2015
Mentor at
Founder
Institute
2016
GPM
Téo Taxi
mehdi.mehni@gmail.com
https://www.linkedin.com/in/mehdimehni/

3. What are the goals behind creating a product?
Growth
● Market Fit
● Success
● Be profitable
and more ...
How?

4. How and who usually is developing a product?
Stakeholders Product Owner Developers

5. Product Roadmap
OKRs (Objectives and Key Results) : Features Delivery

6. Roadmap Timeline
Should be
The question one needs to ask is :
Which feature one should DROP ?

7. Product Roadmap

8. Product
Roadmap
● How can we be agile with that?
● What if new opportunities come up?
● What if we need to make
improvements to something we just
shipped?
● Does it push our whole roadmap
off? Will we seem unreliable?
● How do we communicate this?
● How to integrate our KPIs into the
roadmap?

9. Stop Delivering Features! Deliver Results!
Feature is not the Goal, it's the WAY that
you can achieve your Goal!

10. Feature-based vs Goal oriented

12. The Key to Grow = Process
Problems & Goals Observations
Making
Hypothesis
Developing &
Testing
Drawing a
Conclusion
Analysing
Results

13. How to Prioritize ?

14. High level prioritization with AARRR

15. Where to start?
Acquisition
Activation
60%
Retention
Revenue
10%
35%
Don’t Scale a Problem
START HERE

16. Prioritizing Backlog by Scoring Ideas
● Traffic (1 bad — 5 good) : How many users will see it?
● Impact (1 bad — 5 good) : How big is the improvement you can
bring to the feature or the flow?
● Ease (1 bad — 5 good) : Can this be tested within hours, days,
weeks or months?

17. Team Users
Users Feedback Loop

18. How to get feedback/data from your users?

19. Conclusion ● Define and measure company’s and
product’s KPIs.
● Make the key results of OKRs… key
results.
● Drop the roadmap, use the backlog.
● Prioritize ideas with a score.
● After each test, log results and
define next steps.
● Reprioritize the backlog based on
KPIs

20. Thank you!
Questions?