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Growth at Airbnb
August 7, 2014, Gustaf Alstromer
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
Accelerate Awareness
!
Drive Conversion
Why Growth?
Most of our users haven’t 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
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
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
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
Email
Recommended Contacts
Mobile
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
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

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[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More