SaaS products aren't viral

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SaaS products
aren’t viral*
*usually

“How do I go viral?”
Going viral = Sustained exponential growth curve with
zero cost of acquisition, not just a marketing...

You can’t.

(usually)

“Why not?”

Viral growth, the
analytical way.

1000 new users
20% send out invites
10 invites sent per user
50% of emails are opened
5% click through
20% sign up
= 10 ne...

1000 new users
30% connect to Twitter
20% tweet your link
100 average followers per user
1% tweet CTR
20% sign up
= 12 new...

0.01 is a waste of time.
3000

2250

1500

750

0
1 2 3 4 5 6 7 8 ...

“How do I go viral?”

100X

100X*
*you’ll never get there

1000 new users
20% send out invites
10 invites sent
50% of emails are opened
5% click through
20% sign up
= 10 new users s...

Not a feature.
Not an incentive.
Not after purchase.
Not just once.
Something everybody does, every day, that mak...

1000 new users
20% send out invites
10 invites sent
50% of emails are opened
5% click through
20% sign up
= 10 new users s...

Targets extroverts.
Anyone can use it.
The more the merrier.
Sharing/communication.
Utility + One job title = Fail.

1000 new users
20% send out invites
10 invites sent
50% of emails are opened
5% click through
20% sign up
= 10 new users s...

“Law of shitty CTRs"
Year CTR

1994 78%
Hotwired.com

2011 0.05%
...

New channel.
Compelling pitch.
Low competition.
Highly optimized.

Product/market ﬁt.
Daily usage.
High retention.
Share ﬁles.
Already growing fast.
<1 viral factor.

“What about me?”

You’ve already chosen.

Based on your product:

1. Don’t bother
2. Or, drive down CAC
3. Or, go for it*
*probably not

Andrew Chen
voodoo@gmail.com
@andrewchen
http://andrewchen.co

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