5 principles for product driven growth
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The document outlines five key principles for product-driven growth: focusing on a single product and market, systematically improving customer experience, prioritizing net promoter score (NPS) for business growth, leveraging supply for scaling, and identifying scalable acquisition channels once unit economics are strong. It emphasizes the importance of performance marketing and viral growth strategies for customer acquisition. Additionally, it highlights practical advice for startups facing cash flow challenges to gain traction and sustainable revenue.
5 principles for product driven growth
- 1. @nilanp 5 principles for product driven growth
- 2. 5 principles for product driven growth
- 3. 1. Focus on a single product / market! 2. Systemically improve experience for your customers ! 3. Focus on NPS and your business will grow! 4. Supply is usually your biggest scaling lever! 5. Once your unit economics are strong look for a scalable acquisition channel! @nilanp
- 5. @nilanp
- 10. Revenue
- 11. Revenue
- 12. Revenue
- 13. Death Zone
- 14. Revenue
- 15. How do I get out of the death zone ?
- 17. Anonymised using characters from the Wire
- 18. x
- 19. GROWTH Dude - we’re running outta cash in 6 months
- 20. GROWTH Lets go see the Man - he can give us funding
- 22. GROWTH
- 23. GROWTH Come back when you have traction…
- 24. GROWTH We need to get traction, we need to find customers, you know what we need ?
- 25. GROWTH Marketing
- 26. GROWTHWord. Marketing is what we need… but marketings expensive. You know what we need ?
- 27. GROWTH Money… lets go see the Man.
- 28. GROWTH
- 29. How do I get out of the death zone ?
- 30. A story of 3 companies
- 31. 5 principles for product driven growth
- 32. A story of 3 companies
- 33. 32mTrips
- 35. Hotels Boo FX Car H InsuranceParking Lounges Ski Hire Essen themostefficient wayof monetisingtripson theinternet. Ourroleintheholidayvaluechain. Customer
- 37. 2levers
- 40. Would you recommend us to your friends? 1 2 3 4 5 6 7 8 9 10 Detractors Neutral Promoters
- 44. 5 Principles for product driven growth
- 45. 1. Focus on one product and one market
- 47. 2. Systemically improve your experience for customers
- 48. Practical advice Focus on single users credit: Klinger.io
- 52. • Margin per trip! • Impact on conversion rate! • Impact on NPS
- 53. 3. Focus on NPS and your business will grow
- 54. Would you recommend us to your friends? 1 2 3 4 5 6 7 8 9 10 Detractors Neutral Promoters
- 60. If promoters > detractors you WILL grow
- 61. N.B. This is fucking hard.
- 62. It works ! ! (But barely)
- 63. It works ! ! (But barely) It works with! no significant issues !
- 64. It works ! ! (But barely) It works with! no significant issues ! It works. Wow that was slick
- 65. It works ! ! (But barely) It works with! no significant issues ! It works. Wow that was slick You’ve just blown my socks off that was fucking incredible
- 66. Every app on your phone has an insanely high NPS
- 69. Rational! Emotional • Meeting & exceeding expectations! • Product features • Narrative! • Reason for sharing! ! !
- 71. Rational! Emotional • Faster! • Cheaper! • More convenient! • Most routes! • Narrative! • Reason for sharing! ! !
- 72. For too long we’ve been overcharged and underserved by the old world of banking. ! We invented TransferWise 3 years ago to change this. A part of it at least, and what’s happened since has been humbling. ! People now use TransferWise in more than 40 countries. Each day proving that you don’t need to play by the old rules. ! What we, all of us, have created is a movement. And every movement needs a symbol. ! So today we fly a new flag – the Fast Flag. ! A flag for everyone who’s already said bye bye to bank fees. And all the people who one day will too. ! The fact is, you don’t need banks to move money. Just a community of like minds, willing to be part of something new. People on TransferWise prove that.
- 73. ! You’ve re-invented how money moves between countries. Without banks. Faster, safer, for a fraction of the cost. The Fast Flag flies for the power of people. ! That they can change old unfair regimes. ! For a world where the old rules don’t apply. ! For a new set of rules based on fairness and honesty. ! For conquering the old world of money. ! And for building a new one. ! For everyone. ! Welcome to Money Without Borders. ! Taavet & Kristo Founders of TransferWise.
- 74. Supply is your biggest scaling lever
- 75. 3. Supply is your biggest scaling lever
- 76. 4. Once unit economics are strong explore scalable acquisition
- 77. 1. Performance marketing! 2. Viral growth! 3. Inbound marketing!
- 78. Money in Money out 1. Performance marketing!
- 79. Money in < Money out
- 81. Kwaja slide •Where to focus ?
- 82. Kwaja slide • Where to focus ? Where to start ?
- 83. What I need…
- 84. Targeting
- 86. Practical advice Performance marketing in detail 1. Google 2. Facebook 3. Other stuff @nilanp
- 87. Practical advice When to trial Google ? 1. When you have a product with better unit economics than the incumbent 2. People already search for your product on Google
- 89. Hacking Google - off topic 1. On and off topic traffic! 2. Gmail ads
- 90. Hacking Google - off topic 1. On and off topic traffic! 2. Gmail ads Gmail ads
- 91. Hacking Google 1. On and off topic traffic! 2. Gmail ads Off topic adsOff topic targeting
- 92. Hacking Google 1. On and off topic traffic! 2. Gmail ads
- 93. Hacking Google 1. On and off topic traffic! 2. Gmail ads
- 95. Practical advice When to trial Facebook ? 1. No volume on Google 2. Product inherently social 3. You can target an audience for your product on Facebook
- 97. Hacking Facebook 1. Similar audiences! 2. Intent targetting:!
- 98. Hacking Facebook 1. Similar audiences! 2. Intent targetting:!
- 99. Hacking Facebook 1. Similar audiences! 2. Intent targetting:! Similar audiences
- 100. Practical advice Performance marketing growth hacks 1. Google 2. Facebook 3. Other stuff @nilanp
- 101. Practical advice Performance marketing growth hacks 1. Google 2. Facebook 3. Other stuff @nilanp
- 102. Why u no ? 1. SEO! 2. Email! 3. RTB! 4. Retargetting! 5. Content marketing! 6. Social / instagram
- 103. Practical advice Performance marketing summary 1. Performance marketing can get you to scale 2. Focus on scalable channels 3. Look for unorthodox routes to market @nilanp
- 104. Viral growth!
- 105. Launch refer a friend programs - play with monetary and non- monetary incentives
- 106. Focus! ! Give away value! NOT money!
- 107. Focus! ! =
- 110. What amplifies viral growth rate ?
- 112. Practical advice Pre-requisites 1. Have a great product 2. Have your first 1000 customers 3. Customers are part of high trust networks with other target customers @nilanp
- 113. Inbound marketing
- 114. Build acquisition into your app
- 124. 1. Focus on a single product / market! 2. Systemically improve experience for your customers ! 3. Focus on NPS and your business will grow! 4. Supply is usually your biggest scaling lever! 5. Once your unit economics are strong look for a scalable acquisition channel! @nilanp