How Growth Happens in Early Stage Startups

at TGN Startup Bootcamp 2016

Transcript

1. HOW GROWTH HAPPENS IN EARLY STAGE STARTUPS vincentchan - TGN Bootcamp 2016
2. 2005 2007 2009 2013 analyst cofounder design 2014 growth 2015 product Vincent Chan Head of Product at OneSky
3. TRANSLATION MADE EASY FOR APPS, GAMES
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6. THE STARTUP CURVE Source: Paul Graham
7. A BRIEF HISTORY OF GROWTH
8. Source: How to Start a Startup
9. Chamath Palihapitiya ex-VP of Growth at Facebook Founder of Social Capital
10. 10 Friends in 15 Days Getting Users to the Magic (Aha) Moment Source: How to Start a Startup
11. Source: Andrew Chen Andrew Chen
 Supply Growth at Uber Sean Ellis CEO at GrowthHackers
13. BEFORE GROWTH
14. 5-7% a week Source: Paul Graham
15. BEFORE GROWTH “A startup that prematurely targets a growth goal often ends up making a nebulous product that some users sort of like and papering over this with ‘growth hacking’. That sort of works… but eventually the music stops.” Sam Altman President of Y Combinator Source: Sam Altman
16. RIGHT INITIAL METRIC “Do any users love our product so much they spontaneously tell other people to use it?” Sam Altman President of Y Combinator Source: Sam Altman
17. Build a great product Talk to Users Do things that don’t scale Source: Sam Altman, Paul Graham
18. DO THINGS THAT DON’T SCALE
19. Which startups did this? Source: Brian Chesky
20. Which startups did this? Source: Stanley Tang
21. Which startups did this? Source: Kevin Hale
22. This is a huge advantage over larger competitors Source: Walker Williams
23. Do whatever it takes to bring in your first customers Source: Walker Williams
24. All About Hustle low-risk and high-percentage wins Source: Walker Williams
25. PRODUCT/ MARKET FIT
26. “40% of users consider the product a “must-have”…
 40% of surveyed users would be “very disappointed” if they could no longer use your product.” Sean Ellis CEO of GrowthHackers.com Source: Sean Ellis
27. Source: Brian Balfour
28. traction, traction, traction, traction, traction, traction, …but how to get it? Source: Andrew Chen
29. Source: Eric Ries Customer development Accelerate feedback loop Validated learnings
30. Source: Eric Ries
31. WHEN TO GROWTH
33. Retention is the single most important thing for growth. Source: Alex Schultz
34. DEFAULT DEAD? “If the company is default alive, we can talk about ambitious new things they could do. If it's default dead, we probably need to talk about how to save it.” Paul Graham Founder of Y Combinator Source: Paul Graham
35. BUILD SOMETHING 
 PEOPLE LOVE “Even the best marketing will 
 fall down if they are not supported by the experience people have when they hit our site…and when they start using it day in, day out.” Stewart Butterfield Founder of Slack Source: Stewart Butterfield
36. WHAT IS GROWTH HACKING?
37. GROWTH PRODUCT MARKETING ENGINEERING
38. “What we did right: Measured, tried and tested many things. It's not that complicated. Without ego to keep doing the above over and over again to understand what's really happening in the product. The learnings tell you whether you should keep doing what you are doing or stop doing what you are doing… It’s all about a simple understanding of product value & consumer behaviour.” Chamath Palihapitiya ex-VP Growth of Facebook Source: Chamath Palihapitiya
39. Source: Andy Johns
40. NO SILVER BULLET
41. Growth owns 
 (measure, understand and improve) 
 the flow of customers 
 in and out of a product Source: Andy Johns
42. Source: Brian Balfour
43. “Select channels with high volume, high conversion and low cost. Measure all the way down the funnel to revenue to find the highest converting channels.” Dave McClure Founder of 500 Sartups Source: 500 Startups
44. “Things picked up dramatically at Facebook when we started to focus not just on in-product friction but the friction in people's lives outside the product that influenced their actions.” Meenal Balar ex-Intl. Growth of Facebook Source: Meenal Balar
45. GROWTH IS ALL ABOUT PROCESS
46. Which tactics would you use to grow my company? Source: Brian Balfour
47. Source: Brian Balfour
48. “You need a growth machine that is predictable, scalable and repeatable.” Brian Balfour VP Growth of HubSpot Source: Brian Balfour
49. Source: Brian Balfour
50. Source: Sean Ellis
51. HOW TO GROWTH
52. BUILDING YOUR OWN GROWTH MODELS DEVELOPING EXPERIMENTATION MODELS BUILDING 
 CUSTOMER ACQUISITION CHANNELS Source: Andy Johns
53. BUILDING OWN GROWTH MODELS 1
54. Source: Andy Johns
55. Source: Andy Johns
56. Source: Tomasz Tunguz
57. DEVELOPING EXPERIMENTS 2
58. Source: Andy Johns
59. Source: Andy Johns
60. Source: Andy Johns
61. Source: Andy Johns
62. Source: Andy Johns
63. BUILDING CUSTOMER ACQUISITION CHANNELS 3
64. Source: Traction Viral marketing Public relations Unconventional PR SEM Social and display ads Offline ads SEO Content marketing Email marketing Community building Engineering as marketing Targeting blogs Business development Sales Affiliate programs Existing platforms Trade shows Offline events Speaking engagements
65. Source: Traction
66. CREATE YOUR OWN PROPRIETARY DISTRIBUTION CHANNELS Source: Tomasz Tunguz
67. CONTENT MARKETING
68. Keyword Research SEO Blogging Repurpose Content Guest Blogging White paper Cheat sheet Source: Moz
69. Email Social Media Content Syndication Press SEM Influencers Email Newsletter Source: Moz
70. Source: Quora
71. ENGINEERING AS MARKETING
72. Source: HubSpot
74. Source: Dave Gooden
75. Source: Dave Gooden
76. TRADE SHOW
78. LEVERAGE EXISTING PLATFORMS
79. Build your product to be independent. Only use the platform for acceleration. Source: Josh Elman
80. HOW TO BUILD TEAM
81. Product Engineering Sales Marketing Growth
82. PRODUCT GROWTH
83. Source: Brian Balfour
84. Most important is mass adoption by the user base. Creates an engagement loop that allows you to email or notify users on a regular basis. (e.g. tagging) A step-change improvement in the core value of the product for a majority of the user base. 
 (e.g. newsfeed) Source: Pinterest
85. GROWTH TOOLS
88. HOW GROWTH HAPPENS AT ONESKY
89. Product Engineering Inbound Outbound
90. GROWTH PROCESS TIMELINE
91. WHAT A TYPICAL WEEK LOOKS LIKE
92. Credit: Patrick Yip @OneSky
93. Credit: Leslie Lai, Vincent So @OneSky
94. ONE MORE THING…
95. RULES? “You can’t play by the exact 
 same rules as everybody else and expect exponential growth… look for competitive advantages and innovation for distribution.” Mark Suster VC at Upfront Ventures Source: Mark Suster
96. UNFAIR? “If you hire a marketer and tell them to execute “by the book” you will get average results. For startups, average is usually failure.” Danielle Morrill CEO at Mattermark Source: Danielle Morrill
97. ADDITIONAL RESOURCES Traction Book GrowthHackers.com Brian Balfour, VP Growth at HubSpot Andrew Chen, Supply Growth at Uber Weapons Of Mass Distribution - 500 Startups List of World-Class Growth Hackers
98. THANK YOU vincentchan - vincent@oneskyapp.com