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

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 x20x 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 x20x better than Good

90x better than Good

Thank you!

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