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April 15, 2015
Thoughts on Growth
Josh Elman @joshelman
Josh Elman
Growth circa 1995
Growth today
Growth today
Josh Elman @joshelman , Greylock @greylockvc
Growth Key Questions
6
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?
Josh Elman @joshelman , Greylock @greylockvc
credit: wwarby on Flickr
Measure the things
that matter
Josh elman launch_4_15_15
Josh elman launch_4_15_15
Josh elman launch_4_15_15
Josh elman launch_4_15_15
Josh elman launch_4_15_15
Josh elman launch_4_15_15
Someone who Tweets?
Someone who wants to
stay up to date withfriends?
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
Josh elman launch_4_15_15
credit: wwarby on Flickr
Measure the things
that matter
Viral Invites
SEO
Social
PR
PR
In Person
Josh elman launch_4_15_15
Josh elman launch_4_15_15
Josh Elman @joshelman , Greylock @greylockvc
26
Josh Elman @joshelman , Greylock @greylockvc
27
Josh Elman @joshelman , Greylock @greylockvc
The Learn Flow
Josh Elman @joshelman , Greylock @greylockvc
When someone signs up...
29
Everyone else is on
it, might as well try
I saw it featured in the
App Store
My friend Julie sent
me an invite email
Free Trial, I’ll give
it a shot
Kim Kardashian tweeted
about this cool new app
Josh Elman @joshelman , Greylock @greylockvc
Josh Elman @joshelman , Greylock @greylockvc
YOU HAVE MOREATTENTION NOW
THAN YOU EVER WILLAGAIN
30
Josh Elman @joshelman , Greylock @greylockvc
31
Josh Elman @joshelman , Greylock @greylockvc
32
Josh Elman @joshelman , Greylock @greylockvc
33
Josh Elman @joshelman , Greylock @greylockvc
34
0
Twit·Vid
n. a simple video sharing
option for your tweets.
Home
@stoptest7
Direct Messages
Favorites
Retweets
Search
Lists
Trending: Worldwide
Following
RSS feed
© 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy
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
Home
stoptest7
0 tweets
0
following
0
followers
0
listed
Josh Elman @joshelman , Greylock @greylockvc
35
Josh Elman @joshelman , Greylock @greylockvc
Josh Elman @joshelman , Greylock @greylockvc
THIS IS YOUR BEST CHANCE TO HELP
SOMEONE UNDERSTAND YOUR
PRODUCT. SO TEACH!
37
Josh Elman @joshelman , Greylock @greylockvc
38
Josh Elman @joshelman , Greylock @greylockvc
Slow down, it’s ok to explain
39
Josh Elman @joshelman , Greylock @greylockvc
But don’t just tell, get users to engage
40
Josh Elman @joshelman , Greylock @greylockvc
Give context and framing
41
Josh Elman @joshelman , Greylock @greylockvc
Ask when it’s appropriate, not first
42
Josh Elman @joshelman , Greylock @greylockvc
43
Josh Elman @joshelman , Greylock @greylockvc
THE BEST LEARNING COMES FROM
MAKING CONSCIOUS DECISIONS
44
Josh Elman @joshelman , Greylock @greylockvc
45
Josh Elman @joshelman , Greylock @greylockvc
Josh Elman @joshelman , Greylock @greylockvc
47
Josh Elman @joshelman , Greylock @greylockvc
The Best Learn Flows
48
1. Take their time
2. Break down the product into steps
3. Ask questions instead of explaining
4. Start with the easy questions first
5. Put the user into the product only when
ready (but allow skipping)
Josh Elman @joshelman , Greylock @greylockvc
credit: wwarby on Flickr
Josh Elman @joshelman , Greylock @greylockvc
# days visited in month 1
%whovisitedNdaysinmonth2
Step 1:Analyze month over month usage
Josh Elman @joshelman , Greylock @greylockvc
Step 2: Determine who is “core”
51
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'
Josh Elman @joshelman , Greylock @greylockvc
Step 3: Understand activations
52
CORE
CURIOU
S
NEW CASUA
L
COLD
20%
90%
40%
40%
40%
8%
50%
10%
95%
4%
1%
Josh Elman @joshelman , Greylock @greylockvc
Step 4: Figure out why
53
Following more than 30 accounts 1/3 - mutual follows

2/3 - one-way follows
Josh Elman @joshelman , Greylock @greylockvc
Step 5:
54
Be Creative.
Use your data.
Build features.
Ship. Test. Learn.
Josh Elman @joshelman , Greylock @greylockvc
April 15, 2015
Thoughts on Growth
Josh Elman @joshelman

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Josh elman launch_4_15_15

  • 1. April 15, 2015 Thoughts on Growth Josh Elman @joshelman
  • 6. Josh Elman @joshelman , Greylock @greylockvc Growth Key Questions 6 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? Josh Elman @joshelman , Greylock @greylockvc
  • 7. credit: wwarby on Flickr Measure the things that matter
  • 14. Someone who Tweets? Someone who wants to stay up to date withfriends? 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
  • 15. Our mission: instantly connect people everywhere to what’s most meaningful to them. Feb 14, 2011 from Barcelona, Spain @dickc Dick Costolo
  • 17. credit: wwarby on Flickr Measure the things that matter
  • 19. SEO
  • 21. PR
  • 22. PR
  • 26. Josh Elman @joshelman , Greylock @greylockvc 26
  • 27. Josh Elman @joshelman , Greylock @greylockvc 27
  • 28. Josh Elman @joshelman , Greylock @greylockvc The Learn Flow
  • 29. Josh Elman @joshelman , Greylock @greylockvc When someone signs up... 29 Everyone else is on it, might as well try I saw it featured in the App Store My friend Julie sent me an invite email Free Trial, I’ll give it a shot Kim Kardashian tweeted about this cool new app Josh Elman @joshelman , Greylock @greylockvc
  • 30. Josh Elman @joshelman , Greylock @greylockvc YOU HAVE MOREATTENTION NOW THAN YOU EVER WILLAGAIN 30
  • 31. Josh Elman @joshelman , Greylock @greylockvc 31
  • 32. Josh Elman @joshelman , Greylock @greylockvc 32
  • 33. Josh Elman @joshelman , Greylock @greylockvc 33
  • 34. Josh Elman @joshelman , Greylock @greylockvc 34 0 Twit·Vid n. a simple video sharing option for your tweets. Home @stoptest7 Direct Messages Favorites Retweets Search Lists Trending: Worldwide Following RSS feed © 2010 Twitter About Us Contact Blog Status Goodies API Business Help Jobs Terms Privacy 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 Home stoptest7 0 tweets 0 following 0 followers 0 listed
  • 35. Josh Elman @joshelman , Greylock @greylockvc 35
  • 36. Josh Elman @joshelman , Greylock @greylockvc
  • 37. Josh Elman @joshelman , Greylock @greylockvc THIS IS YOUR BEST CHANCE TO HELP SOMEONE UNDERSTAND YOUR PRODUCT. SO TEACH! 37
  • 38. Josh Elman @joshelman , Greylock @greylockvc 38
  • 39. Josh Elman @joshelman , Greylock @greylockvc Slow down, it’s ok to explain 39
  • 40. Josh Elman @joshelman , Greylock @greylockvc But don’t just tell, get users to engage 40
  • 41. Josh Elman @joshelman , Greylock @greylockvc Give context and framing 41
  • 42. Josh Elman @joshelman , Greylock @greylockvc Ask when it’s appropriate, not first 42
  • 43. Josh Elman @joshelman , Greylock @greylockvc 43
  • 44. Josh Elman @joshelman , Greylock @greylockvc THE BEST LEARNING COMES FROM MAKING CONSCIOUS DECISIONS 44
  • 45. Josh Elman @joshelman , Greylock @greylockvc 45
  • 46. Josh Elman @joshelman , Greylock @greylockvc
  • 47. Josh Elman @joshelman , Greylock @greylockvc 47
  • 48. Josh Elman @joshelman , Greylock @greylockvc The Best Learn Flows 48 1. Take their time 2. Break down the product into steps 3. Ask questions instead of explaining 4. Start with the easy questions first 5. Put the user into the product only when ready (but allow skipping) Josh Elman @joshelman , Greylock @greylockvc
  • 50. Josh Elman @joshelman , Greylock @greylockvc # days visited in month 1 %whovisitedNdaysinmonth2 Step 1:Analyze month over month usage
  • 51. Josh Elman @joshelman , Greylock @greylockvc Step 2: Determine who is “core” 51 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'
  • 52. Josh Elman @joshelman , Greylock @greylockvc Step 3: Understand activations 52 CORE CURIOU S NEW CASUA L COLD 20% 90% 40% 40% 40% 8% 50% 10% 95% 4% 1%
  • 53. Josh Elman @joshelman , Greylock @greylockvc Step 4: Figure out why 53 Following more than 30 accounts 1/3 - mutual follows
 2/3 - one-way follows
  • 54. Josh Elman @joshelman , Greylock @greylockvc Step 5: 54 Be Creative. Use your data. Build features. Ship. Test. Learn. Josh Elman @joshelman , Greylock @greylockvc
  • 55. April 15, 2015 Thoughts on Growth Josh Elman @joshelman