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20 million users and 10 million projects, how to scale like Freelancer.com

Joe Griston (Director of People and Talents @Freelancer.com) выступил с темой "20 million users and 10 million projects, how to scale like Freelancer.com" на Conformato Conference 2016. Приобрести видеозаписи конференции можно по ссылке https://goo.gl/V6qIJ0

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20 million users and 10 million projects, how to scale like Freelancer.com

  1. 1. How to scale Joe Griston Regional Director, Europe freelancer.com @gristonjoe joe@freelancer.com
  2. 2. 4 billion people have never used the internet
  3. 3. But they are coming, FAST!
  4. 4. An extra 2 billion internet users by 2020
  5. 5. Different cultures Different lifestyles Different life pressures
  6. 6. Established internet users spend their time doing this:
  7. 7. New internet users spend their time doing this:
  8. 8. The wealth of human knowledge can be found online
  9. 9. Meet Sebastian Thrun
  10. 10. Sebastian had a bold idea
  11. 11. 160,000 enrollments 23,000 passed
  12. 12. Of the top 400 students… Not 1 went to Stanford
  13. 13. Meanwhile, in the ‘developed’ world
  14. 14. What do startups need? Talent!
  15. 15. Freelancer.com is the world’s largest freelancing and crowdsourcing marketplace by total number of users and number of projects posted.
  16. 16. 10,005,209 Projects & Contests Posted 20,731,448 Registered Users 19 *As of 29th September 2016
  17. 17. Empowering entrepreneurs, globally Small businesses, startups, entrepreneurs, consumer employers Large, high quality, 
 on-demand entrepreneurial workforce
  18. 18. 21 We are changing lives in the developing world by providing opportunity and income. We help small businesses, startups and entrepreneurs turn that spark of an idea into reality. Design of a digital counting wristband for $220
  19. 19. 22 We are changing lives by providing opportunity and income.
  20. 20. 23.
  21. 21. 24
  22. 22. 25
  23. 23. Crowdsource your job with Freelancer Contests Over 120,000 Contests posted in 2015.
  24. 24. Freelancer run contests 27
  25. 25. 28
  26. 26. 29
  27. 27. NASA partners with Freelancer Crowdsourcing solutions to complex problems faced by the astronauts on the International Space Station
  28. 28. NASA Challenge: Astronaut Smartwatch App Interface Design 35
  29. 29. Global, and growing 37 34 Supported Languages 20 Supported Currencies Languages Currencies USD AUD CAD EUR GBP HKD INR CLP 44 Regional Websites 24x7x365 Multilingual Support Team Afrikaans Bahasa Indonesia Bahasa Malaysia বাংলা Català Čeština Dansk Deutsch ελληνικά English Español Suomi Filipino Français िहन्द JMD IDR ZAR MXN SEK JPY MYR NZD PHP PLN SGD BRL Magyar Italiano ⽇日本語 한국어 Norsk-Bokmål Nederlands Polskiа Português Română ру́сский язы́ Shqip Slovene Svenska Kiswahili Thai Türkçe Tiếng Việt українська мова 中⽂文(简体)
  30. 30. Who do we hire?
  31. 31. • 30% University Medalists • 50% PhD • Polyglot Software Engineers • Mechatronics Engineers • Quantum Physicists • Mechanical Engineers • Marketing Manager FREELANCER TEAM • Machine Learning Experts • Electronic Engineers • Australia’s Best Cash Game Poker Player • Natural Language Processing Experts • Astrophysicists • MBA • Bachelor of Commerce
  32. 32. Why?
  33. 33. HOW MUCH DID THESE UNICORNS SPEND ON MARKETING IN 2015? YoY Growth: 41% MarketCap: $USD 1.6Billion Founded: 2005 YoY Growth: 45% MarketCap: $USD 1.9Billion Founded: 2006 YoY Growth: 44% MarketCap: $USD 1Billion Founded: 2006 POP QUIZ
  34. 34. 104% of Revenue Founded: 2005 54% of Revenue Founded: 2006 80% of Revenue Founded: 2006 HOW MUCH DO THESE UNICORNS SPEND ON MARKETING? POP QUIZ
  35. 35. How much does UBER spend? POP QUIZ
  36. 36. How much did Freelancer.com spend in 1H16?
  37. 37. 18%
  38. 38. AVOID THE DEATH SPIRAL OF PAID MARKETING WHERE LTV < CPA
  39. 39. Where should your growth come from?
  40. 40. GROWTH-DRIVEN COMPANY CULTURE
  41. 41. 53 • Software Engineering • Data Science • Product Management • Security Engineering • UI/UX/Design
  42. 42. ➜ Includes staff with PhDs and advanced degrees
 ➜ We now have 145 engineering staff across 5 labs
 ➜ Up to 40k+ users on-site at any time ➜ Databases serve up to 65,000 QPS ➜ Reliability of 99.99% YTD
  43. 43. We release 20-30 times a day
  44. 44. • 80 million events per day • Over 120k user notifications per day • Over 500k user messages per day
  45. 45. • Decouple independent components • Targeted scaling solutions • Insulate against broader impact • Accelerated development through working with APIs • Mobile applications • User assistance / support Service Oriented Architecture / External API
  46. 46. GROWTH-DRIVEN TEAMS Product Manager Data Scientist 2-3 Software EngineersEngineering Team Lead Designer 1-2 Quality Assurance (QA) Front End Developer
  47. 47. DATA SCIENCE
  48. 48. FUNNEL OPTIMIZATION
  49. 49. #1: DON’T BE LIKE MOST COMPANIES! MOST COMPANIES ONLY TRACK THREE THINGS Traffic Users Revenue Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Get Traffic ? Get Users ? Profit FREELANCER PRINCIPLE #1
  50. 50. TRACK EVERYTHING!!!
  51. 51. • Transparency: All metrics incl. revenue is accessible for everyone in the company • Monthly/Quarterly goals need to be in quantifiable metrics • Every member in the team is accountable for their team’s metrics. Performance is strongly rewarded based on that. • SIT THE PRODUCT TEAM TOGETHER (NOT FUNCTIONALLY) !!! Growth-Driven Teams
  52. 52. GROWTH-DRIVEN TEAMS
  53. 53. TRACK YOUR FUNNEL!!! FREELANCER PRINCIPLE #1
  54. 54. TRACK YOUR FUNNEL!!! CPA < LTV FREELANCER PRINCIPLE #1
  55. 55. DO NOT HIRE DONALD!!! Our website is shit, we have to make it more usable! OK, how? Do we have data to prove this? What metric defines usability? I can’t code. I can’t query the database. Can an engineer find out how many users we have in Australia? NOPE. They’re busy. We need our campaign to go viral What defines virality? How much revenue will it make? Where do you think the problem is? Reads Wired. Oops, is it 5pm already? I have to go to my hairdressing appointment!
  56. 56. DO HIRE WARREN BUFFETT! • CompSci, Maths, Economics, Stats or Engineering Degree • Dashboard & data are their source of truth that they look at and refer to regularly • They also constantly query and add their own stats • They can visualise and fit their core funnel perfectly with DATA • Can code (AND NO HTML IS NOT CODING) • Always formulate his/her own hypothesis (mostly data- backed) , code and validate it him/herself • SQL Gurus • Reads HackerNews
  57. 57. WE HAVE TO A/B TEST FREELANCER PRINCIPLE #1
  58. 58. WE HAVE TO A/B TEST • Correlation & causation can now be tested easily • Always form hypothesis and test it by linking it to success metrics • Almost all things have to be A/B tested including your new features • A/B testing should be done on multiple metrics – NOT just one metric • Mobile testing is a bit harder but we can still do it FREELANCER PRINCIPLE #1
  59. 59. FREELANCER PRINCIPLE #1
  60. 60. #2: Conversion Rate is Everything and Everywhere FREELANCER PRINCIPLE #2
  61. 61. INTRODUCING GROWTH SPRINT 500 STARTUP FREELANCER PRINCIPLE #3
  62. 62. RULES OF GROWTH SPRINT FREELANCER PRINCIPLE #3
  63. 63. • Generate 50+ experiments for the product • 50 in 50mins • Group experiments into AARRRR • Determine the ICE score for each experiment (with the team in a planning meeting) • Impact (I) = Estimate of how impactful a feature will be (scale of 1-10 with 10 being the most impactful) • Confidence (C) = How confident you are that the experiment will achieve the estimated impact (scale of 1-10 with 10 being the most confident) • Effort (E) = The estimated amount of effort to develop and produce the experiment (scale of 1-10 with 10 being the least amount of effort) • Rank experiments by ICE score to determine the experiments most worthwhile to tackle during the sprint • Ensure with the development team that all experiments are doable in one day (not strictly necessary for all growth sprints). THREE SPRINTS THREE EXPERIMENTS EACH DAY -> 30 EXPERIMENTS IN TWO WEEKS PROCESS
  64. 64. PROCESS
  65. 65. AT FREELANCER, EVERY QUARTER, WE HAVE ONE FULL MONTH OF GROWTH-FOCUSSED TESTS AND TWO MONTHS OF DOING THE RIGHT THINGS RIGHT FREELANCER PRINCIPLE #3
  66. 66. #4: GET THE MACHINES TO HELP YOU!!!
  67. 67. Machine Learning FREELANCER PRINCIPLE #2
  68. 68. Amazon Recommender System Freelancer Growth Principle #4
  69. 69. Machine Learning at Freelancer.com Freelancer Growth Principle #4
  70. 70. Questions?

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