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GROWtalks - Grow Like an Olympian, Know What Fast Really Means - Brian Krausz
- 2. Growing Your Product What happens after product-market fit Brian Krausz Facebook Engineer January 30, 2014
- 3. Who am I? ▪ GazeHawk ▪ Eye tracking startup ▪ YC/500s funded ! ▪ Facebook since 2012 ▪ Web, iOS, infrastructure
- 4. When do you grow? When do you grow? ! After you find product market fit
- 5. Don’t Waste Effort on Premature Growth “You can always feel when product/market fit isn't happening … and you can always feel product/market fit when it's happening.” - Marc Andreesen ▪ Engagement has more ancillary benefits ▪ ▪ ▪ Better press & morale Overlaps with growth anyway Maximize growth ROI ▪ Even FB is careful here Quote: http://www.stanford.edu/class/ee204/ProductMarketFit.html
- 6. Early-stage Growth “The Happy Path”
- 7. The Happy Path ▪ Be the easiest path forward for your users ! ▪ Go where your users are ! ▪ Minimize decisions ▪ “The paradox of choice” The paradox of choice: http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html
- 8. Your new users ▪ Not acclimated to your product ! ▪ Less like you than your current users are ! ▪ Using less-tested paths
- 9. Where do you focus your effort? ▪ It depends on your users ▪ Go where your new users are ▪ ▪ International (not just language, culture) ▪ ▪ Youth Mobile Don’t be afraid of big changes ▪ Ex: FB iOS Navigation
- 10. International Rest of World Asia Europe US & Canada MAU by region (in Millions) 1,200 960 720 480 207 196 225 212 245 234 268 255 288 277 304 298 327 346 362 319 339 351 253 261 269 272 276 221 229 239 246 176 179 183 186 189 193 195 198 199 Q3'11 Q4'11 Q1'12 Q2'12 Q3'12 Q4'12 Q1'13 Q2'13 Q3'13 240 0 Facebook Earnings Report, Q3 2013
- 11. Mobile Mobile-Only MAU (in Millions) 260 254 219 208 189 156 104 157 126 52 0 Q3'12 Facebook Earnings Report, Q3 2013 Q4'12 Q1'13 Q2'13 Q3'13
- 13. Growth Tools ~= Engagement Tools
- 14. A/B Testing
- 15. Data Analytics
- 17. A Word on Data ▪ Dashboards! ▪ ▪ ▪ Rallying cry for your team Makes arguments shorter Pick a few metrics to optimize ▪ ▪ Double-edged sword ▪ ▪ ex: MAU/WAU/DAU, churn, revenue, user sentiment Data doesn’t tell you if you’re using the wrong data Whenever possible, pre-emptive logging is faster ▪ Analytics over A/B test logging: it lasts longer
- 19. Balance data with analytics capabilities ! ▪ Invest in both ▪ Analytics are usually under-invested in ! ▪ Re-evaluate often ▪ “Move fast and break things”
- 21. (c) 2009 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0