VALUE > GROWTH > EVERYTHING ELSE USER ACQUISITION FOR STARTUPS
User acquisition for startups
Jun 18, 2015
Learn the framework, step-by-step, that you can use to grow your company. Using this framework, our team acquired over a million customers at Involver.
I walk through the really simple framework I use when thinking about growth. It's not brain-busting stuff, you'll pick up the concepts in 5 minutes -- the question is whether you'll be willing to do the hard/boring work of applying that framework to your schedule everyday.
Whether you call it by it's current buzzword, "growth hacking" (shudder) or it's old buzzword, "internet marketing" (just as bad), it all boils down to one thing: User Acquisition and Retention. This is a simple way to think about capturing and keeping someone's attention. If you want to grow, this is the best way I know how to do it.
I walk through the really simple framework I use when thinking about growth. It's not brain-busting stuff, you'll pick up the concepts in 5 minutes -- the question is whether you'll be willing to do the hard/boring work of applying that framework to your schedule everyday.
Whether you call it by it's current buzzword, "growth hacking" (shudder) or it's old buzzword, "internet marketing" (just as bad), it all boils down to one thing: User Acquisition and Retention. This is a simple way to think about capturing and keeping someone's attention. If you want to grow, this is the best way I know how to do it.
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Transcript
VA L U E > G R O W T H > E V E R Y T H I N G E L S E
U S E R A C Q U I S I T I O N F O R S TA R T U P S
T Y L E R W I L L I S
O P E R A T I N G : R A N G R O W T H A T I N V O LV E R ; 1 M I L L I O N C U S T O M E R S !A D V I S O R Y: G R O W T H A T B R A N C H O U T; 2 5 M I L L I O N U S E R S !G R O W T H A T H I R E D . C O M ; $ 2 B I L L I O N I N J O B O F F E R S !C U R R E N T LY: V P, U N I F I E D A N G E L I N V E S T O R !U S E R A C Q . E M A I L L I S T W I L L I S . T Y L E R @ G M A I L . C O M S U B J E C T L I N E : G R O W 1 2 3
A G E N D A
• VALUE > GROWTH > EVERYTHING ELSE
• System Messaging
• Co-Branded Growth
• Co-Reg Path
• Social Reciprocation
• Speed Wins
• Agile Marketing (Plan, Sprint, Repeat)
• Be Data Driven
1. Do the right thing:
2. Build a growth engine
3. Tricks of the Trade
VA L U E > G R O W T H > E V E R Y T H I N GT H E H I P P O C R A T I C O A T H O F G R O W T H :
– C H A M AT H
We never talked about K-factor at Facebook once. Not once. Tell me how I deliver Core Product Value
as often as possible.
A D D VA L U E :
S P E E D W I N S .B U I L D I N G A G R O W T H E N G I N E :
L I S T C R E AT I V E O P T I O N SB U I L D :
S P R I N T P L A N N I N GB U I L D :
T E S T Y O U R H Y P O T H E S I SB U I L D :
B E D ATA D R I V E NB U I L D :
D O U B L E D O W N O N W I N SB U I L D :
F O R M U L A S O F G R O W T H
• CREATING VALUE > GROWTH > EVERYTHING ELSE
• CHANNEL POTENTIAL = audience size + desire for your product + longevity
• CREATIVITY + DATA = MARKETING
• ABILITY * ITERATIONS = PROGRESS
• SPEED IS THE KILLER APP.
T R I C K S O F T H E T R A D EL E A R N F R O M O T H E R S :
S Y S T E M M E S S A G I N GL E A R N :
C O - B R A N D E D G R O W T HL E A R N :
C O - R E G PAT HL E A R N :
S O C I A L R E C I P R O C AT I O NL E A R N :
T H A N K Y O U
U S E R A C Q U I S I T I O N F O R S TA R T U P S
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I M A G E C R E D I T S
• Do No Harm, Chamath
• Speed; List Creative Options; Test Hypothesis; Data;
• Tricks; Hired; Co-Brand; Co-Reg; Who’s Viewed
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