Post on 25-Jun-2015
description
transcript
starting things at a fast growing company
Twitter Talk at the University of Michigan Center for Entrepreneurship (@UMCFE)
@zanes
Philosophy
Simple Framework for Starting Things
Two Examples
1. Customer Discovery & Validation Phases○ Twitter Insights - new analytics product for
developers and publishers
2. Customer Creation Phase
○ Growth Engineering across Twitter and some innovations in user prompts
Twitter Insights Story
● Twitter Ecosystem: great content, distributed and consumed widely.
● Publishers and Developers are key content creators and customers for our platform products. Create disproportionate value for Consumers.
● We want them to invest more in Twitter. They want to better understand network effects and maximize their return on investment.
● We created a new team to address this opportunity.
Customers
The Problem
Maximizing Value and Creating the Best Customer Experience
Building Insights
Customer Discovery with Few Partners● Four Iterations in Q2 - what do customers care about?● NPS Method for Feedback - is Insights actionable?
Customer Validation at Scale● MVP Limited Release in Q3● Open Beta early 2014
Customer Creation● In 2014
Charter Partners
Iteration 1
Iteration 2
Iteration 3
Iteration 4
MVP / Alpha Iteration
Some Take-Aways
● Be customer focused
● Your idea is a hypothesis, prove it ● Build, Measure, Learn / Iterate, Iterate, Iterate ● Build & hone startup skills at a fast growing company
● Twitter: Lots of opportunities for impact without distractions like hiring, fundraising, etc. Great culture and people. Come join the flock!
Growth EngineeringCustomer Creation Phase
@madster26
Simple Framework for Starting Things
Growth Engineering 101When do you need it?
Pa
Credit** Paul Graham’s Startup lifecycle...
Characteristics of a growth engineer?
Curiosity
Survey
Stalk...Errrm...Observe
Characteristics of a growth engineer?
Creativity
Typical work cycle of a growth engineer
A/B Testing
Growth product areas
Messaging & Notification:Email campaignsPush notificationsSms notificationsPrompts
Activation & Virality:Signup flowNew user experiencePeople recommendation
Promptbird
Is a platform for
- Delivering high value/actionable alerts in a highly targeted & timely manner
- Serve as a platform that teams within the organization can use to promote specific actions
Prompts on mobile
Prompts On Web
Targeting specific users
Real time targeting:- We built our own targeting language- Our current intern rewrote the entire grammar parsing tool to make it faster & easier to understand
Custom targeting:- Uses data generated by Hadoop Jobs
User specific fatigue handling
Scalability & Usability
- Ability to scale up / down prompts from 1 ~ 250+ million users
- Interactive dashboard for anyone in the organization to create prompts and launch it to the entire twitter user base across multiple platforms in under 5 minutes
Some current projects
- Building an analytics pipeline for customers of promptbird
- Building predictive models for interaction & fatiguing
Questions? Join the flock!