Tactics for growth product management

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Tactics for Growth Product Management Axel Florence

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1. Growth PM vs. Traditional PM? 2. Unlock resources 3. Define output and timelines 4. Find opportunities 5. Launch and measure

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Traditional PM: Create or improve value provided to users. Growth PM: Connect more people to the existing value of the product.

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Growth Maintenance/Infrastructure Redesigns Customer support Prod Eng Foundational / Long term projects New vertical expansion Onboarding/  Activation TOFU  expansion CR optimization Bugs

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Growth Maintenance/Infrastructure Redesigns Bugs Customer support Prod Eng Foundational / Long term projects New vertical expansion Onboarding/  Activation TOFU  expansion CR optimisation Example PM scope

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! Unlock resources ! Define output and timelines

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Impact = T.A.X.S

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Team (T) Average impact (A) Experiment s Cadence (X) Success Rate (S) Impact (T.A.X.S) Impact = T.A.X.S

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Q1 Team (T) T Average impact (A) A Experiment s Cadence (X) 3 1 experiment/month Success Rate (S) 33% lucky shot! Impact (T.A.X.S) 1A Impact = T.A.X.S

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Q1 Q2 Q3 Q4 Team (T) T T + 1 T + 2 T + 3 Average impact (A) A A A 1.5A Larger scope Experiment s Cadence (X) 3 1 experiment/month 4 1 experiment/3weeks 6 1 experiment/2weeks 6 Require more design/data Success Rate (S) 33% lucky shot! 25% More experiments might lead to lower success in short term 30%  More experiments lead to higher quality hypotheses 30% Impact (T.A.X.S) 1A uncertain 1A 1.8A 2.7A Impact = T.A.X.S

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Find opportunities

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Market- place Supply More products to sell Traffic More visits and Leads Conversion More customers Transaction Value Higher price per order Repeat purchases More orders more often Draw your product’s growth levers

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Traffic Growth Lever Channels & Product Groups Drivers Features and marketing activities Experiments Video New content International videos ... Social Media Localized social media ... Blog Localized Blogs New topics/KWs ... SEO -New placements  -CR optimization Backlinks ... Paid Marketing Web personalization New paid placements ... Email Email personalization ... Drill down and list all growth drivers

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Growth map

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Launch and measure

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Launch Measure Iterate Stop

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Launch Measure Iterate Stop Launching fast: - Target audience - Max exposure within audience - Silent launch - Sunset is possible

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Launch Measure Iterate Stop Launching fast: - Target audience - Max exposure within audience - Silent launch - Sunset is possible Track early indicators: - 3 out of 5 users succeed - More than 10% usage - More than 50% CTR

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Thanks! Photo credits: - Juan Pablo Serrano Arenas from Pexels - Photo by Tim Mossholder from Pexels - Photo by Brodie Vissers from Burst - Photo by Nicole De Khors from Burst