[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

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500 Startups

Rebecca Rosenfelt, Growth Product Manager, Airbnb

Internet

Going for Global
5 Guerrilla Tactics When the Slick Stuff Fails
Rebecca Rosenfelt
Airbnb Product Manager, Growth
@rrosenfelt
August 7, 2014

• Talk to people
• Party/info session
• Get early adopters to invite friends
• Booth at local events
• Low-cost local ads
• Flyers
• Follow up later

…and they kept growing 2x faster than control.

• Stunts
• Parties
• Flyers
• Press
• …hit the
pavement to get
word out

TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Danish site launch
Denmark

TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Danish site launch
Denmark
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Denmark Users

TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Polish site launch

TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Polish site launch
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013

TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013
Poland Users
Polish site launch
TotalUsers
1/2010
7/2010
1/2011
7/2011
1/2012
7/2012
1/2013
7/2013

4. Study your users - you know more than you think

• Campaign Monitor
• Mailchimp
• Sendgrid
• Litmus (GREAT for email testing, too!)
Email Resources

Positive results
Negative results
No results:)

1. CPA (lets you compare different levers)
2. NPS (emotions!)
3. Leading indicators like “search with dates” (useful if
volume is low)
4. Conversion funnel metrics
Favorite Metrics

1. Talk to humans
2. Launch with all you’ve got
3. Find inﬂuencers among your users
4. Study your users - you know more than you think
5. Don’t ditch your data
Summary

Thank you!
rebecca.rosenfelt@airbnb.com
@rrosenfelt

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[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

1. Going for Global 5 Guerrilla Tactics When the Slick Stuff Fails Rebecca Rosenfelt Airbnb Product Manager, Growth @rrosenfelt August 7, 2014

2. Immaculate growth.

3. 1. Virality

4. 1. Virality

5. 2. SEO

6. 3. Paid Acquisition

10. 1. Talk to humans

11. Meh.

12. Go to there. Paris KeyVacation Regions

13. • Talk to people • Party/info session • Get early adopters to invite friends • Booth at local events • Low-cost local ads • Flyers • Follow up later

14. 5x better CPA

15. …and they kept growing 2x faster than control.

16. 2. Launch with all you’ve got

17. • Stunts • Parties • Flyers • Press • …hit the pavement to get word out

18. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Danish site launch Denmark

19. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Danish site launch Denmark TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Denmark Users

20. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Polish site launch

21. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Polish site launch TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013

22. TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013 Poland Users Polish site launch TotalUsers 1/2010 7/2010 1/2011 7/2011 1/2012 7/2012 1/2013 7/2013

23. 3. Find influencers among your users

24. SignupsFromReferredUsers ? ?

25.

26. 4. Study your users - you know more than you think

27. Secretly Amazing Demographic Insights

28. • Campaign Monitor • Mailchimp • Sendgrid • Litmus (GREAT for email testing, too!) Email Resources

29. 5. Don’t ditch your data

30. Positive results Negative results No results:)

31. 1. CPA (lets you compare different levers) 2. NPS (emotions!) 3. Leading indicators like “search with dates” (useful if volume is low) 4. Conversion funnel metrics Favorite Metrics

32. 1. Talk to humans 2. Launch with all you’ve got 3. Find inﬂuencers among your users 4. Study your users - you know more than you think 5. Don’t ditch your data Summary

33. Summary +

34. Thank you! rebecca.rosenfelt@airbnb.com @rrosenfelt

[500DISTRO] Going for Global: 5 Guerrilla Tactics When the Slick Stuff Fails

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