Luck + Motion:
User Growth for your App

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

Luck
Something fortuitous that happens unpredictably
without discernible human intention.

Dr. James H. Austin

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

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

Chance #1
The good luck that occurs completely accidental.

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

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

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

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

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

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

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

Luck smiles to the prepared mind
Louis Pasteur

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

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

Unluck
You think you know what will work

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

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

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

Let’s Rock & Roll

Your first users

Chance #1
The user BUMPS into your app

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

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

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

Chance #2
Word of mouth, recommended by your network

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.

Chance #2

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

Growth stage

Chance #3
Generating community

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.

Chance #3

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

Chance #3

Chance #3
VALUE
CONSISTENCY
GENEROSITY
EVOLUTION

This is what you built
What the user does with it

Thank you!
dankjewel!
Questions?

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