app virality
DESCRIPTION
SHort Deck on some critical areas pertaining to Virality of productsTRANSCRIPT
Startup Pyramid
Great Products with Awesome Design
Product MarketFit
Effective Distribution
Development- Becoming more API driven; Integration is the key
- Infrastructure cost/scalability are not back breaking issues anymore- Social/virality features are super critical
- Simple products; not more than few core features
Product
Design- Design should be 2 steps ahead of Development- UX determines what features users use and how
- Design makes complex products look simple; Creative design- Design should complement in-build virality features
“Life is too short to build something nobody wants.”- Ash Maurya
Product Market Fit
- Experiment Quick. Fail Fast. Really Fast- Complete Success at MVP Stage is rare. Either complete failure or
partial success
- MVP can no longer be “design-less”
- Critical to track user engagement and feedback. Ideally User COHORT Tracking
“Distribution is the biggest problem faced by every product startup.”- Peter Thiel
Distribution
- Virality: The Ultimate Bliss
- Traditional Channels: Saturated and need deeper pockets
- Find new, underexplored channels for user acquisition
- Build growth loops into your product
“A startup is a search for a repeatable and scalable business model.”- Steve Blank
Hockey Stick Growth
Growth Hacking
Build
MarketMeasure
AA
RR
R
C
Acquisition
Activation
Retention
Referral
Revenue
Churn
Viral Loop
New User
Registration
Single User Utility
‘aha’ Moment
RetentionChurn
- Viral Loop: The Steps user goes through between joining and inviting others
- Once user hits ‘aha’ moment, ensure ZERO friction- Artificially accelerate viral loop through referral rewards
Referral
The Viral Loop
How They Did
- Referral Scheme: $10 to referrals / new users- Leveraged eBay platform to drive asoption
- Social Media Referral Program; Free space for every social action performed
- Embed Plugins -> Visibility -> Growth
- Tackled the marketplace chicken and egg problem
- Spammed and scrapped niche section of Craiglist
- Entered a crowded market with no major product differentiation
- Focused on students; Provided free mobile recharge for successful referrals
Takeaways
“Large networks of engaged users, differentiated through user experience and defensible through networks effects.”
- Fred Wilson
- Focus on Growth and Engagement
- Act on user feedback to improve the product; Early adopters are God
- Smart user acquisition; Explore under penetrated avenues
- Amplify referrals through rewards
- Measure EVERYTHING; Make ‘User Cohorts’; Better the analytics, smarter the decisions