Tactics for growth product management

Transcript

1. Tactics for Growth Product Management
   Axel Florence
   

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2. 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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3. 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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4. 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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5. 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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6. ! Unlock resources
   ! Define output and timelines
   

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7. Impact = T.A.X.S
   

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8. 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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9. 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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10. 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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11. Find
    opportunities
    

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12. 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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13. 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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14. Growth map
    

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15. Launch and measure
    

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16. Launch Measure
    Iterate
    Stop
    

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

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18. 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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19. 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
    

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