How to build a growth team that actually works.

1. Building A Growth
Organization
(That Actually Works)
1
@MORGANB

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

3. https://archpaper.com/2011/11/ucsb-names-dream-team-for-new-student-housing-complex/

4. My First
Growth Team

5. My First
Growth Team

8. Problem:
Lame Parties

9. Hypothesis:
Bad DJs

10. DJ Guy
Williams
10

11. Result

15. Bar
Beta House
Embarcadero Del Norte

16. Bar
Beta House
Embarcadero Del Norte

17. Bar
Beta House
Embarcadero Del Norte

18. Bar
Beta House
Embarcadero Del Norte

21. Bar
Beta House
Embarcadero Del Norte

22. Bar
Beta House
Embarcadero Del Norte

23. https://www.flickr.com/photos/thedonfolio/4066181185

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

26. Is This
Necessary?
26
Revenue
Retention
Activation
AcquisitionMarketing
Product &
Engineering

28. Product-Led
Growth
28
Acquisition
product
manager
engineer
designer
datascientist
Activation
product
manager
engineer
designer
datascientist
Retention
product
manager
engineer
designer
datascientist
CEO
VP product VP ENGINEERINGVP marketing

29. Independent
Growth
29
Acquisition
product
manager
engineer
designer
data scientist
Activation
product
manager
engineer
designer
data scientist
Retention
product
manager
engineer
designer
data scientist
CEO
VP GROWTH
VP PRODUCT VP MARKETING
VP ENGINEERING

30. Growth Stage
30
Startup
Growth Team:
Whole Company, CEO-led
Traction
Growth Team:
Product / Independent
Scale
Growth Team:
Product or Feature

31. "The idea was
basically to look
at all the possible
things to learn
about what
influences how
Facebook grows,
and focus on
those metrics."
31
http://qz.com/531510/jack-dorsey-is-giving-200-million-of-his-twitter-stock-to-employees/
— Javier Olivan

33. 33

34. North Star
Metrics
34
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

35. Build A
Growth Model
35
http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/

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

37. Process
37
Analyze
Ideate
Prioritize
Test

38. I.D. Growth
Opps
38
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

39. Generate Lots
Of Ideas
39
Prioritize For Impact
Full-Team Collaboration
Growth Team Nominates Ideas For
Experimentation

40. Ranking &
Prioritizing
Tests
40
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

42. Double Down
On What
Works
42

43. Growth Meeting
Template:
http://bit.ly/growthmtg

44. Where To Start
44
Startup Activation / Onboarding
Traction Retention / Engagement
Scale Product-Level
Agency Activation / CRO

45. Where To Start
45
Aatif Awan, LinkedIn
are big purchasers of a certain product that is complementary to yours, a
brand partnership or cross-promotion may be another solution.
Aatif Awan, the Vice President of Growth & International Products
at LinkedIn, who helped take the company from 100 million users to
more than 400 million, created this handy chart of types of user behavior
that you can use as a guide in making these decisions.13
User Behavior Channels to Explore
Are people using search
to find a solution?
Search engine optimization (SEO)
or marketing (SEM)
Do existing users share your
product via word of mouth?
Virality or referral programs
Does having more users improve
the experience?
Virality
Are your target users already
using another platform?
Integrations and partnerships
Do users have a high lifetime value? Paid acquisition
Once your growth team has selected a few channels to experiment

46. Takeaways

47. Break
Down
Silos

48. Build
Your
Team

49. Love
Your
Data

50. Know
Your
North Star

51. Bar
Beta House
Embarcadero Del Norte
Move
Fast
Learn
Things

52. Aim
For
Impact

53. Never
Stop
Moving

54. Thank
You!
morganb@gmail.com
morganbrown.co
growthhacker.com