[500distro] under the microscope: how airbnb thinks about product/market fit, team & more

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Post on 23-Aug-2014

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Gustaf Alströmer, Growth Product Manager, Airbnb

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  • Growth at Airbnb August 7, 2014, Gustaf Alstromer
  • Accelerate Awareness ! Drive Conversion
  • Why Growth?
  • Most of our users havent signed up yet
  • Philosophy 1. Our users tell the story better that we do 2. We never compromise on user experience 3. No tricks
  • Nights booked growth 2009 2010 2011 2012 2013
  • Few features are touching non-users
  • Airbnb Product-few things touch non-users Last-minute booking Resolutions Tool Photo Tool Lantern Help Center Product Email Referrals Homepage Booking flow Calendar Managed Listing Search Wish-list Dashboard Neighborhoods Groups Your reservations Account List Your Space Messaging Check-in Reviews Listing page Verified ID Privacy Settings Marketing Emails Profile References Account Mobile web Blog Stories Hospitality
  • Referrals
  • Referrals 1.0
  • Referrals 1.0
  • Forecast Assumptions Good Better Best Current Monthly Active Users * Sending Invites 1% 5% 10% - Invitees Per Inviter 5 10 15 - Conversion Rate to New User 15% 30% 45% - Conversion Rate to New Guest 1% 5% 10% - Conversion Rate to New Host 1% 3% 5% - Revenue Impact Potential x 20x better than Good 90x better than Good
  • Referrals/Invites as share of new users (2013) 55%******** 55%****** 35%***** 25%**** *%Airbnb
  • Referrals 2.0-Shipping
  • Growth Offsite
  • Work 5 people full time with much borrowed help 3 months 30k lines of code Growth became largest outside contributor to mobile apps
  • Growth Offsite Launch
  • On Web, iOS and Android simultaneously
  • Web
  • Email
  • Recommended Contacts
  • Mobile
  • Tracking-instrumented from day 1
  • Impact
  • Hundreds of thousands of booked nights by referred users in 2014
  • How do referred users perform?
  • Better User Metrics (Median) % Change Guest Bookings + 13% Hosts Bookings + 146% Referrals Sent + 264% Referrals Became Users + 497% Referrals Became Guests + 489%
  • Forecast Assumptions Good Better Best Current Monthly Active Users * Sending Invites 1% 5% 10% - Invitees Per Inviter 5 10 15 - Conversion Rate to New User 15% 30% 45% - Conversion Rate to New Guest 1% 5% 10% - Conversion Rate to New Host 1% 3% 5% - Revenue Impact Potential x 20x better than Good 90x better than Good
  • Thank you! gustaf.alstromer@airbnb.com http://twitter.com/gustaf