My presentation from the GrowthHackers Conference Los Angeles, 2017.

1. How To Drive
Breakout Growth
— Patterns From
Fast-Growing Startups
1
@MORGANB
#GHCONF17

2. Morgan Brown
COO, Inman News
Morgan Brown is the COO of Inman News, the leading business intelligence
source for real estate. A digital marketing veteran with 17 years helping early
stage companies find traction and breakout growth, he launched
GrowthHackers.com with Sean Ellis.
2

3. Product
Team
Process
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

4. Product
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

6. What
Do Our
Customers
Want?
6

7. “One Of My
Greatest Lessons
In Starting And
Running Twitter
And Square Is
How Important It
Is To Instrument
All Usage.”
7
http://qz.com/531510/jack-dorsey-is-giving-200-million-of-his-twitter-stock-to-employees/
— Jack Dorsey

8. Build A Growth
Model
8
http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/

9. 9

10. Build
Complete
Waterfalls
End-To-End Tracking
Tie Services Together
Start With Important Flows
10

11. Team
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

12. Organized For
Growth
12
Https://Medium.Com/Swlh/How-Do-You-Choose-The-Best-Growth-Team-Model-632Ad5A85Be9

13. Organized For
Growth
13
Https://Medium.Com/Swlh/How-Do-You-Choose-The-Best-Growth-Team-Model-632Ad5A85Be9

14. Optimized For
Learning
14

15. Process
http://www.wired.com/2015/03/github-conquered-google-microsoft-everyone-else/

16. Process
16
Analyze
Ideate
Prioritize
Test

17. I.D. Growth
Opps
17
April1, 2015 –April30, 2015
+
328,228 (100%) 71,159 (21.6%) 9,748 (3%) 7,184 (2,2%)
328,228 people
328,228
71,159
9,748 7,184
164,114 people
0 people
Channel: Origin
Organic: Google
Direct
SoCial: Twitter
Paid: Facebook
Paid:AdWords
130,636 (100%)
95,344 (100%)
83,581 (100%)
10,542 (100%)
8,125 (100%)
25,898 (20%)
18,256 (19.1%)
11,630 (14%)
8,527 (81%)
6,848 (84.2%)
3,427 (3%)
2,534 (3%)
2,113 (3%)
936 (9%)
738 (9%)
3,136 (2.4%)
2,177 (2.3%)
755 (.9%)
585 (5.5%)
531 (6.5%)
FunnelOverview Visited Site Signed up Activation Billed
Fig. 013

18. Testing Drives
Growth
18
Twitter Growth 2010 - 2012
Users(MM)
0
50
100
150
200
Q1 '10Q2 '10 Q3 '10 Q4 '10 Q1 '11Q2 '11 Q3 '11 Q4 '11 Q1 '12Q2 '12 Q3 '12 Q4 '12
0.5 Tests/Week 10 Tests/Week

19. Generate Lots
Of Ideas
19
Set Key Focus Area
Prioritize For Impact
Full-Team Collaboration
Growth Team Nominates Ideas For
Experimentation

20. Ranking &
Prioritizing
Tests
20
Figure It Out
Use Historical Data, Benchmarks
& Models
Use Ranges, Not Absolutes
http://www.tableau.com/blog/visual-analysis-zeroth-kind-geoffrey-taylor-and-bomb

22. Double Down
On What
Works
22

23. Patterns

24. Product
Team
Process

25. Core
Product
Value

26. Data
Infrastructure
& Fluency

27. Clear
Growth
Equation
& North Star

28. Move
Fast
Learn
Things

29. Aim
For
Impact

30. Never
Stop
Moving

31. Thank
You!
morganbrown.co
morganb@gmail.com