Josh elman launch_4_15_15

transcript

April 15, 2015

Thoughts on GrowthJosh Elman @joshelman

Josh Elman

Growth circa 1995

Growth today

Josh Elman @joshelman , Greylock @greylockvc

Growth Key Questions

1. Problem: what do people want?2. Inception: how do we make them aware?3. Adoption: how can we get them going?4. Retention: how does it become a habit?

credit: wwarby on Flickr

Measure the things that matter

Someone who Tweets?

Someone who wants to stay up to date with friends?

Someone who cares about realtime news?

Someone who wants to know what’s happening in their world

Someone who wants to tell everyone

what they had for breakfast

Someone who wants to

know what their friends

had for breakfast

Our mission: instantly connect people everywhere to what’s most meaningful to them.

Feb 14, 2011 from Barcelona, Spain

@dickc Dick Costolo

Measure the things that matter

Viral Invites

Social

In Person

The Learn Flow

When someone signs up...

Everyone else is on it, might as well try

I saw it featured in the App StoreMy friend Julie sent

me an invite email

Free Trial, I’ll give it a shot

Kim Kardashian tweeted about this cool new app

YOU HAVE MORE ATTENTION NOW THAN YOU EVER WILL AGAIN

Twit·Vidn. a simple video sharingoption for your tweets.

@stoptest7

Direct Messages

Favorites

Retweets

Search

Trending: Worldwide

Following

RSS feed

Home Profile Find People Settings Help Sign out

What’s happening? 140

TweetTweet

What to do now:1. Tell us what you’re doing in the box above

2. Find some friends and follow what they’re doing

3. Turn on your mobile phone to update your friends on the go

stoptest70 tweets

following

followers

listed

THIS IS YOUR BEST CHANCE TO HELP SOMEONE UNDERSTAND YOUR

PRODUCT. SO TEACH!

Slow down, it’s ok to explain

But don’t just tell, get users to engage

Give context and framing

Ask when it’s appropriate, not first

THE BEST LEARNING COMES FROM MAKING CONSCIOUS DECISIONS

The Best Learn Flows

1. Take their time2. Break down the product into steps3. Ask questions instead of explaining 4. Start with the easy questions first5. Put the user into the product only when

ready (but allow skipping)Josh Elman @joshelman , Greylock @greylockvc

Josh Elman @joshelman , Greylock @greylockvc # days visited in month 1

Step 1: Analyze month over month usage

Step 2: Determine who is “core”

0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#

1# 2# 3# 4# 5# 6# 7# 8# 9# 10# 11# 12# 13# 14# 15# 16# 17# 18# 19# 20# 21# 22# 23# 24# 25# 26# 27# 28# 29# 30# 31# 32#

Reten%on'Rate'based'on'#'%mes'used'in'month'1'

Step 3: Understand activations

CURIOUS

NEW CASUAL

Step 4: Figure out why

Following more than 30 accounts 1/3 - mutual follows2/3 - one-way follows

Step 5:

Be Creative. Use your data. Build features.

Ship. Test. Learn.

April 15, 2015

Thoughts on GrowthJosh Elman @joshelman

Josh elman launch_4_15_15

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