[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
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Gustaf Alströmer, Growth Product Manager, Airbnb
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[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More
- 1. Growth at Airbnb August 7, 2014, Gustaf Alstromer
- 4. Why Growth?
- 5. Most of our users haven’t signed up yet
- 6. Philosophy 1. Our users tell the story better that we do 2. We never compromise on user experience 3. No tricks
- 7. Nights booked growth 2009 2010 2011 2012 2013
- 8. Few features are touching non-users
- 9. 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
- 10. Referrals
- 11. Referrals 1.0
- 12. Referrals 1.0
- 13. 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”
- 14. Referrals/Invites as share of new users (2013) 55%******** 55%****** 35%***** 25%**** *%Airbnb
- 19. Growth Offsite
- 20. Work • 5 people full time with much borrowed help • 3 months • 30k lines of code • Growth became largest outside contributor to mobile apps
- 22. On Web, iOS and Android simultaneously
- 23. Web
- 25. Email
- 27. Mobile
- 31. Impact
- 32. Hundreds of thousands of booked nights by referred users in 2014
- 33. How do referred users perform?
- 34. Better User Metrics (Median) % Change Guest Bookings + 13% Hosts Bookings + 146% Referrals Sent + 264% Referrals Became Users + 497% Referrals Became Guests + 489%
- 35. 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”