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How to Drive Breakout Growth: Learning From Fast-Growing Startups

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Everyone wants to grow, but most companies struggle to find the "secret sauce" to unlocking breakout growth. What do fast-growing companies know and do that the rest of us miss?

In this webinar, Morgan Brown, author of Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success will show you exactly how fast-growing companies organizing themselves and operate to find win after win, fueling their impressive growth curves.

Publicado en: Datos y análisis
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How to Drive Breakout Growth: Learning From Fast-Growing Startups

  1. 1. How to Drive Breakout Growth: Learning from Fast-Growing Startups MORGAN BROWN, AUTHOR, HACKING GROWTH
  2. 2. WATCH WEBINAR RECORDING NOW
  3. 3. @Kissmetrics #Kisswebinar @thuelmadsen
  4. 4. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen 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. MORGAN BROWN Author, Hacking Growth @morganb
  5. 5. #Kisswebinar @morganb
  6. 6. 1 The Three Pillars of Growth Figuring out what customers want
 Instrumenting your product
 Building a Growth Model
 Finding your North Star 2 Must-Have Product 3 Organize for Growth TABLE OF CONTENTS #Kisswebinar ID growth opportunities Running the growth process 4 Growth Process
  7. 7. Product
 Team
 Process
  8. 8. Product BUILDING SOMETHING THAT’S ‘MUST-HAVE’
  9. 9. For the main content you can use the previous slide with the top bar or this all white slide #Kisswebinar
  10. 10. SURVEY.IO Ask customers: “How disappointed would you be if you could no longer use this product?” #Kisswebinar
  11. 11. #Kisswebinar Ultimately, retention curves are your best measure of whether your product is ‘Must-Have’ or not. 0 1 3 7 14 30 Days Since App Install PercentageofUsersStillActive 60 90 20 40 60 80 100 Top 10 Apps Next 50 Apps Next 100 Apps Next 5,000 Apps
  12. 12. Jack Dorsey Co-founder Twitter, Square One of my greatest lessons in 
 starting and running Twitter and Square is how important it is to instrument all usage. “
  13. 13. For the main content you can use the previous slide with the top bar or this all white slide #Kisswebinar
  14. 14. NORTH STAR METRIC #Kisswebinar Bad NSM Measures Price Paid: 
 MRR, Paid Seats Good Measures Value: 
 DAU, Messages Sent Better Indicates PMF: 
 Messages per team https://growthhackers.com/slides/numbers-that-actually-matter-finding-your-north-star
  15. 15. BUILD A GROWTH MODEL http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/ #Kisswebinar
  16. 16. Team ORGANIZE FOR GROWTH
  17. 17. PRODUCT-LED GROWTH #Kisswebinar Acquisition product manager engineer designer data scientist Activation product manager engineer designer data scientist Retention product manager engineer designer data scientist CEO VP product VP ENGINEERINGVP marketing https://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9
  18. 18. INDEPENDENT GROWTH TEAM #Kisswebinarhttps://medium.com/swlh/how-do-you-choose-the-best-growth-team-model-632ad5a85be9 Acquisition product manager engineer designer datascientist Activation product manager engineer designer datascientist Retention product manager engineer designer datascientist CEO VP GROWTH VP PRODUCT VP MARKETING VP ENGINEERING
  19. 19. ORGANIZATION BY STAGE #Kisswebinar Startup Growth Team: 
 Whole Company, CEO-led Traction Growth Team:
 Product / Independent Scale Growth Team:
 Product or Feature
  20. 20. "The idea was basically to look at all the possible things to learn about what influences how Facebook grows, and focus on those metrics.” 
 – Javier Olivan, Facebook #Kisswebinar
  21. 21. Process OPTIMIZE FOR RAPID LEARNING
  22. 22. Analyze Ideate Prioritize Test
  23. 23. IDENTIFY GROWTH OPPORTUNITIES #Kisswebinar April 1, 2015 – April 30, 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%) Funnel Overview Visited Site Signed up Activation Billed Fig. 013 Ellis & Brown, Hacking Growth RH118 First proof Like with funnel reports from Kissmetrics!
  24. 24. IDENTIFY GROWTH OPPORTUNITIES #Kisswebinar Generate lots of ideas & prioritize with ICE
  25. 25. DON’T LET PERFECTION PARALYZE YOU #Kisswebinar Use historical data, benchmarks & models. Use ranges, not absolutes.
  26. 26. For the main content you can use the previous slide with the top bar or this all white slide #Kisswebinar
  27. 27. DOUBLE DOWN ON WHAT WORKS #Kisswebinar
  28. 28. Analyze Ideate Prioritize Test
  29. 29. WHERE TO START #Kisswebinar Startup Activation / Onboarding Traction Retention / Engagement Scale Product-Level Agency Activation / CRO
  30. 30. Product
 Team
 Process
  31. 31. LEARN MORE NOW Get, keep and grow more customers with Kissmetrics Customer Engagement Automation
  32. 32. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? MORGAN BROWN Author, Hacking Growth @morganb morganb@gmail.com

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