[WMD 2015] Greylock Partners >> Josh Elman, "Launching A Rocket Off Someone Else’s Back: How To Build On Other Platforms"

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500 Startups

Josh Elman, Partner, Greylock Partners

Software PYMES y liderazgo Tecnología

Launching a Rocket oﬀ Someone Else’s Back:
How to build on other platforms

Josh Elman @joshelman
May 1, 2015

Longer answer:
1) Companies start with zero users.  
They need to get in front of users to grow.

2) Big platforms have a lot of users.  
There are lots ways to get in front of those users.

But hustle isn’t always enough…
Go where the users are

We live in an age of HUGE platforms
Description
signed up yesterday
active users used the service in last month
inactive users last used service 1 month ago
resurrected users ﬁrst use in over 1 month

Ok, but how can I tell?
1) Usage: Do they use your product how you expect?  
Track: #users taking core actions each day

2) Cycle: Do they use it at the frequency you expect?

Track: #users who visit at least N days in a week or month 
3) Retention: Are they sticky? Will come back to this…

LinkedIn Circa 2005
Usage:
Find and be found

Cycle:
Find: 2-3x/week
Track: #users who log
in and search per day

Be found: 1-2x/year(?)

Track: response rate to
InMail

Yelp
Usage:
Find local businesses/
services. And review
them.

Cycle:
Searchers: 2-3x/week

Track: #users who
search per day

Reviewers: 1x/week(?)

Track: #reviews / day

Facebook
Usage:
Stay connected with
friends

Cycle:
2-3x/day

Track: #users who log
in and view News
Feed

Expedia
Usage:
Plan a great trip

Cycle:
3-5x/year

Track: #users who
search per day

ARE PEOPLE REALLY REALLY
USING YOUR PRODUCT?
So they may be using it once, but…

Really really using? (aka “Core Users”)
1) Top of Mind: Do they come directly to your product vs
referred by a link or special offer

Track: % users with direct traffic / engagement

2) Recurring: Do they come back again and again

Track: % users who return weekly/monthly

3) Referring: Do they share it with others?

Track: k-factor, and % users who are referrers

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