This document discusses different types of luck and how to leverage them to grow your app's user base. It identifies four types of luck: 1) completely accidental, 2) accidental with added motion/activity, 3) favors those with secret skills/knowledge, and 4) evolves around unique personalities/lifestyles. The tips provided recommend engaging in exploratory activity to encounter type 2 luck, understanding your early adopters to leverage type 1 luck through word-of-mouth, focusing on your vision and community to benefit from type 3 luck, and emphasizing value, consistency and generosity to encourage type 4 luck. The overall message is that preparation, activity and understanding your users can influence luck and user acquisition.

1. Luck + Motion:
User Growth for your App

2. 6+ years Business Development & 10+ Marketing Online;
4+ user acquisition for mobile apps.
Research & Development at
Nearsoft Inc
User Growth at
Mapillary AB
Claudio Cossio - @ccossio

3. Luck
Something fortuitous that happens unpredictably
without discernible human intention.

5. Dr. James H. Austin

6. Luck
He conclude’s that chance is immune from human
interventions.

7. Chance/Luck
There are 4 types of luck and they are influenced by:
- Motor exploratory activity
- Sensory receptivity

8. Chance #1
The good luck that occurs completely accidental.

9. Chance #2
Luck that occurs completely accidental with the added
factor of motion

10. Chance #2
This type of luck is generated through your
hustle, sweat & tears

11. It is imperative to know how to distinguish
motion from progress.
Tip

12. 1) Set 2 or 3 bi-weekly KPI’s
2) Establish what you want to learn from
them
3) Actionable results from that analysis
Have a clear hypothesis on WHERE the
engagement is going to happen
Tip

13. “Keep on going and chances are you will
stumble on something, perhaps when you
are least expecting it”
Charles Kettering

14. Chance #3
It will be overlooked by everyone except by that 1 person
uniquely equipped for that opportunity.

15. Tip
Observe it (Analysis), visualize it conceptually (UX
experience), and fully grasp its significance (Output).

16. Luck smiles to the prepared mind
Louis Pasteur

17. Chance #4
An active, but unintentional, subtle prompting of luck.
Favoring the individualized action.

18. Unluck
Luck runs out if you keep stirring up things so that random
elements can combine, by virtue of you and their inherent
affinities

19. Unluck
You think you know what will work

20. Unluck
60-70% guess isn't much better than flipping a coin

21. Distinctive types
Chance #1 - impersonal and cannot be influenced
Chance #2 - favors those who are constantly curious

22. Chance #3 - smiles to those with some secret knowledge &
skills to tackle the opportunity
Chance #4 - evolves around eccentric personalities,
specific lifestyle & exploratory activity
Distinctive types

23. Let’s Rock & Roll

24. Your first users

25. Chance #1
The user BUMPS into your app

26. Chance #1
Put content where your audience
meets:
• Messaging - slack/snapchat
• Video
• Reedit / Hackernews
• Meerkat / Periscope ?

27. Chance #1
Early Adopters / First Users:
• Message that connects with their peers.
• Immediate benefit.
• Social proof & something to “show off”.

28. Dave McClure - @davemcclure
“Get them laid, get them paid and get
them made.”

29. Chance #2
Word of mouth, recommended by your network

30. Chance #2
You have to package it:
• Benefit to the people that recommends it.
• 2x benefit to the person that signs up.
• Money talks.
• Understand the “type” of benefit they <3.

31. Chance #2

32. Chance #2
Understand the characteristics of the user:
• Find the user who wants to explore & experiment.
• Permanent curiosity.
• Replicate the effort.

33. Growth stage

34. Chance #3
Generating community

35. Chance #3
Kickstart the community:
• What is the seed of your vision.
• Previews of your new release.
• Show progress and not only movement.
• Message around the core utility.

36. Chance #3

37. Chance #3
This happens when people understand what you do &
this generates value for them but also their network.

38. Chance #3

39. Chance #3
VALUE
CONSISTENCY
GENEROSITY
EVOLUTION

40. This is what you built
What the user does with it

41. Thank you!
dankjewel!
Questions?

42. @ccossio
http://nearsoft.com/join-us/