How to build a scalable growth process for your startup. Most startups are searching for growth hacks. In this talk, I'll share why you should ditch the search for hacks and instead embrace a process of rapid experimentation.
My talk at Traction Conference, October 8, 2015 in San Francisco.
2. “The founders acknowledge they made
mistakes along the way. They spent too
much time on the product and not enough
time on growth and distribution.”
—TheVerge.com
3. Buzzfeed Content ViewsReported by Jonah Peretti on Re/Code Decode Aug 2015
Sites & Apps 23%
YouTube 14%
Google 2%
Facebook Traffic 6%
Facebook Video 27%
Snapchat 21%
Facebook Images 4%
Pinterest/Twitter 4%
*Adds up to more than 100%
morganbrown.co // @morganb
4. How Do They Do It?
Punchline:
Rapid experimentation is the
key to driving fast growth
morganbrown.co // @morganb
6. Faster Tempo = More Learning
More Learning = More Growth
http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/
7. The Growth Team
• PM Growth
• Analyst
• Growth Engineer
• Digital marketers
• Specialist(s)
Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout:
Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer,
vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox,
vice president of product.
morganbrown.co // @morganbhttp://www.sanfranciscosentinel.com/?p=98962
9. Ideas = Fuel for Growth
• Full team participation
(engineering, marketing,
ops, etc.)
• All funnel elements
(AARRRR)
• Ideas written as hypotheses
morganbrown.co // @morganb
10. Focus & Prioritization
• Growth lead owns focus
(North Star, OKR, etc.)
• Hypotheses are scored and
sized
• Growth team nominates
experiments for testing
morganbrown.co // @morganb
11. Disciplined Tempo
• Commit to weekly testing
velocity (start small)
• Weekly growth meeting to
plan and launch ‘sprints’
• Right-size tests to hit
desired tempo
morganbrown.co // @morganbhttp://www.engadget.com/2015/05/31/spotify-is-my-new-running-mate/
13. Process in Action
Moved Email collector
from bottom to top
Result: 700% Increase
in collected emails
It’s hard to predict test quality
morganbrown.co // @morganb
14. Process in ActionRun double-down tests
+22.1% sign ups +44.5% sign ups
morganbrown.co // @morganb
15. High Tempo Drives Growth
Started high
tempo testing
morganbrown.co // @morganb