The key to sustainable growth is strong organic growth. These slides show you how to maximize organic growth. Then they should you how to pour fuel on the first through high tempo testing - outlining the team and process needed to executing testing at a high velocity.

1. Scaling Authentic Growth
Accelerating Organic Growth Through
High Tempo Testing
December 9, 2015

2. Key To Sustainable Growth Success

3. Requirements for Organic Growth
• “Must have” product
• Compelling promise delivered on
quickly
• Excitement about your product
category

4. Accelerate by Pouring Fuel on Fire

5. But First Things First
Scale
Growth
Unlocking Organic
Product/Market Fit

6. Validate Product Market Fit
• “Must have” product for large market
• Ask users “How would you feel if you could no longer
use this product?”
– Very disappointed (40%+)
– Somewhat disappointed
– Not disappointed
– N/A – I already stopped using

7. Unlocking Organic Growth
Scale
Growth
Unlocking Organic
Product/Market Fit

8. Research for Organic Growth
Understand “Must Have” Users
• Who are they (demographics)?
• Why did they seek product (intent)?
• How are they using product?
Key Benefit - Narrow by Must Have
• Ask 1st group: “What is key benefit?” (open ended)
• Ask 2nd group: “What is key benefit?” (multiple choice), “Why is
that benefit important?” (open ended)

9. Research for Organic Growth (P2)
Crowdsource product description
• Have you recommended this product?
(Yes/No)
• If Yes, ask “How did you describe it?”
(open ended)

10. Optimize Organic Value Delivery
Home Page Messaging
• Hook: A/B test “hook” based on intent
(best response)
• Promise: A/B test promise statements
(stay true to “must have benefit”)
• Description: A/B test descriptions
(best response)
Onboarding to “must have experience”

11. Scaling Growth
Scale
Growth
Unlocking Organic
Product/Market Fit

12. Product
Scaling Growth is Cross Functional
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz
dev/APIs Marketing

13. Product
Core Growth Team Drives Testing
External
Channels
Promise
1st Experience
Ongoing Experience
Acquisition
Activation
Revenue
Retention
Referral
biz
dev/APIs
Marketing
Growth
Team

14. Building Core Growth Team
• Start with a dedicated PM Growth
• Rest of core growth team can
initially be ad hoc
• Add other dedicated people as
needed to hit temp goals
• Example roles: growth eng, designers,
analysts, VP Prod, CEO

15. Testing Drives Growth
• Day 1: No certainty about how you
will grow
• More testing = More discovery
• Rapid testing across all vectors
Acquisition Referral
Activation Revenue
Retention Resurrection

16. High Tempo Testing: Twitter

17. Growth Team Needs Effective Process
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

18. Unbridled Ideation
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

19. Unbridled Ideation
• Build large backlog of ideas (my team 500+)

20. Inputs for Growth Testing Ideas
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process

21. Prioritize Backlog
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

22. Formalize ideas in Experiment Doc
• Include research, hypothesis, target lever
Keep general contributor
ideas simple (no ICE)

23. Compare Ideas by ICE Score

24. Launch Tests
Unbridled
Ideation
Prioritize
backlog
Launch
Tests
Capture
learning

25. Select Tests in Weekly Meeting
• Choose tests to launch (no brainstorming)
• Assign a project manager to each test

26. Example Growth Meeting Agenda
15 min: KPI review & update focus area
10 min: Review last week’s testing sprint
15 min: Key lessons learned from analyzed tests
15 min: Select tests for this week’s sprint
5 min: Check growth of idea backlog

27. Capture Learning
Unbridled
Ideation
Prioritize
backlog
Launch
tests
Capture
learning

28. Capture Learning Details
• Every test leads to learning
• Organize learning for easy access

29. Share Learning with Team+
External Experts
Internal Experts
Ideas Tests Results
Core Growth Team Drives Process

30. Example - oEmbed
• Data: Embeds = longer
sessions
• Hypothesis: Same
action = more embeds
• Result: 41% increase in
embedded media
Slides
Videos

31. Example Tests from Dropbox
Revenue
test
Referral
test
Retention/Re
venue test

32. Sharing Landing Page

33. Join GH Projects Private Beta
at Projects.GrowthHackers.com
Purpose-Built Growth Collaboration System:
1) Team Ideation 2) Prioritize Testing 3) Capture Learning