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Create A Full Company Growth Culture
GROWTH
Willix Halim
Senior  Vice  President  of Growth
freelancer.com
@willixh    
willix@freelancer.com
POP QUIZ, HOT SHOT….
HOW  MUCH  DO  THESE UNICORNS    
SPEND  ON MARKETING?
YoY  Growth:  41%    
MarketCap:  $USD 1.6Billion
Founded: 2005
YoY...
104%
of Revenue
Founded: 2005
54%
of Revenue
Founded: 2006
80%
of Revenue
Founded: 2006
HOW  MUCH  DO  THESE UNICORNS    
...
How  much  does  UBER spend?
POP QUIZ
How  much  did  Freelancer.com    
spend  in 1H15?
POP QUIZ
AVOID  THE  DEATH    SPIRAL  OF  PAID    
MARKETING WHERE    LTV  < CPA
Where should    
your  growth    
come from?
GROWTH-­DRIVEN    
COMPANY CULTURE
DATA    
SCIENCE
FUNNEL OPTIMIZATION
GROWTH
Dos  and Dont’s
FREELANCER  PRINCIPLE #1
#1:THE TEAM
LET’S START    
WITH  THE TEAM
Product Driven
ALWAYS  HIRE  THE BEST!!!
•
•
•
Hire People Smarter Than You
A hires A, B hires C, C hires D …
DO NOT EVER ...
METRIC/GROWTH/
PRODUCT-­DRIVEN
TEAM
ProductManager
DataScientist
2-­3  SoftwareEngineersEngineering  TeamLead
Designer
1-­...
THE  PRODUCT GROUPS
•
•
•
•
•
•
•
•
•
•
POTUS
MatchMaking  
Office    
Collaboration
Search  &  Discovery    
The  Freelan...
•
•
•
They  own  these  metrics:  Projects,  Users  & Traffic
They  are  in  charge  of  justifying  their  marketing  bud...
freelancer.com  is  revolutionising  the  way  people  work  and  get  work  done.  We  want  to  help  our    
millions  ...
GROWTH-­DRIVEN TEAMS
• Transparency:  All  metrics  incl.  revenue  is  accessible  for  everyone  in  the company
• Monthly/Quarterly  goals  ...
GROWTH-­DRIVEN TEAMS
• 30%  University Medalists
• 50% PhD
• Mechatronics Engineers
• Quantum Physicists
• Mechanical Engineers
FREELANCER  DAT...
DO  NOT  HIRE DONALD!!!
Our  website  is  shit,  we  have  to  make  it  more  usable!    
OK,  how?  Do  we  have  data  ...
DO  HIRE  WARREN BUFFETT!
• CompSci,  Maths,  Economics,  Stats  or  Engineering Degree
• Dashboard  &  data  are  their  ...
• WE  LOVE  HIRING  AWESOME GRADUATES
•
•
•
•
Freelancer  TLs  lecture  in  universities    
Targeted  recruitment  email ...
#1:  DON’T  BE  LIKE  MOST COMPANIES!
MOST  COMPANIES  ONLY  TRACK  THREE THINGS
Traffic Users Revenue
Phase 1 Phase 2 Pha...
TRACK EVERYTHING!!!
TRACK  YOUR FUNNEL!!!
FREELANCER  PRINCIPLE #1
TRACK  YOUR FUNNEL!!!
CPA  < LTV
FREELANCER  PRINCIPLE #1
ATTRIBUTION ANALYSIS
• FIRST INTERACTION
• LAST INTERACTION
• ASSISTED CONVERSION
• LINEAR  ATTRIBUTIONMODELLING
• TIME DE...
HOW  SHOULD  YOU TRACK???
• Google Analytics
• Freelancer  has  its  own  internal  tracking  tool:  QTS  -­> RedShift
• K...
TRACK YOUR    
COMPETITORS!!!
FREELANCER  PRINCIPLE #1
CASE  STUDY:    
SHOWPO.COM
•
•
•
•
•
#ITEMS SOLD
#ITEMS LISTED
$REVENUE  MADE    
BEST-­SELLING ITEMS
Many more
FREELANCE...
CASE  STUDY:    
SHOWPO.COM
•
•
•
•
•
#ITEMS SOLD
#ITEMS LISTED
$REVENUE  MADE    
BEST-­SELLING ITEMS
Many more
FREELANCE...
MOST
COMPANIES  
DO  NOT    
TEST
FREELANCER  PRINCIPLE #1
WE  HAVE  TO  A/B TEST
FREELANCER  PRINCIPLE #1
WE  HAVE  TO  A/B TEST
•
•
•
•
Correlation & causation can now be tested easily
Always form hypothesis and test it by link...
FREELANCER  PRINCIPLE #1
#2:  Conversion  Rate  is    
Everything  and Everywhere
FREELANCER  PRINCIPLE #2
#2:CVR  is everywhere
• Every pages/screens in your website/app should have
at least one purpose / CTA. Hence, you should ...
CASE  STUDY:  AUTO-­TRACK FORM
FREELANCER  PRINCIPLE #2
#3:  BE FAST!!!
FAST  IS  ALWAYS GOOD
• Page Speed (Refer to RAIL)
FREELANCER  PRINCIPLE #3
What  about  speed  to  perform CTA?
• How long does it take
•
•
•
•
•
•
•
•
From discovery -> add to cart in eBay.com
To ...
FAST  IS  ALWAYS GOOD
• Speed as a Habit should also apply in product development
• SPEED  IS YOUR ASSET. IT IS HOW YOU WI...
INTRODUCING  GROWTH SPRINT
500
STARTUP
FREELANCER  PRINCIPLE #3
RULES OF    
GROWTH SPRINT
FREELANCER  PRINCIPLE #3
•
•
Generate 50+ experiments for the product
• 50 in 50mins
Group experiments intoAARRRR
• Determine the ICE score for eac...
PROCESS
AT FREELANCER,
EVERY  QUARTER,  WE HAVE    
ONE  FULL  MONTH OF
GROWTH-­FOCUSSED  TESTS    
AND  TWO  MONTHS  OF    
DOING...
#4: GET THE MACHINES
TO HELP YOU!!!
Machine    
Learning
FREELANCER  PRINCIPLE #2
Amazon  Recommender System
Freelancer  Growth  Principle #4
Machine  Learning  at Freelancer.com
Freelancer  Growth  Principle #4
Freelancer’s  machine  learning  based  fraud  detection  algorithm  -­ Skynet
Freelancer  Growth  Principle #4
IN SUMMARY:
• KNOW  YOUR  AND  YOUR  COMPETITORS’METRICS!!!    
DATA  ALLOWS TRANSPARENCY.
• WHY  ARE  WE  DOING  IT?  WWD...
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[GrowthHacker Conference '16] Willix Halim, SVP Growth at Freelancer.com: Creating A Full Company Growth Culture
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[GrowthHacker Conference '16] Willix Halim, SVP Growth at Freelancer.com: Creating A Full Company Growth Culture

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In this presentation, Willix Halim, SVP Growth at Freelancer.com, talks about how to create A Full Company Growth Culture.

Watch the full video at: www.Growthhackers.com

Publicada em: Marketing
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[GrowthHacker Conference '16] Willix Halim, SVP Growth at Freelancer.com: Creating A Full Company Growth Culture

  1. 1. Create A Full Company Growth Culture
  2. 2. GROWTH Willix Halim Senior  Vice  President  of Growth freelancer.com @willixh     willix@freelancer.com
  3. 3. POP QUIZ, HOT SHOT….
  4. 4. HOW  MUCH  DO  THESE UNICORNS     SPEND  ON MARKETING? YoY  Growth:  41%     MarketCap:  $USD 1.6Billion Founded: 2005 YoY  Growth:  45%     MarketCap:  $USD 1.9Billion Founded: 2006 YoY  Growth:  44%     MarketCap:  $USD 1Billion Founded: 2006 POP QUIZ
  5. 5. 104% of Revenue Founded: 2005 54% of Revenue Founded: 2006 80% of Revenue Founded: 2006 HOW  MUCH  DO  THESE UNICORNS     SPEND  ON MARKETING? POP QUIZ
  6. 6. How  much  does  UBER spend? POP QUIZ
  7. 7. How  much  did  Freelancer.com     spend  in 1H15? POP QUIZ
  8. 8. AVOID  THE  DEATH    SPIRAL  OF  PAID     MARKETING WHERE    LTV  < CPA
  9. 9. Where should     your  growth     come from?
  10. 10. GROWTH-­DRIVEN     COMPANY CULTURE
  11. 11. DATA     SCIENCE
  12. 12. FUNNEL OPTIMIZATION
  13. 13. GROWTH Dos  and Dont’s
  14. 14. FREELANCER  PRINCIPLE #1 #1:THE TEAM
  15. 15. LET’S START     WITH  THE TEAM
  16. 16. Product Driven ALWAYS  HIRE  THE BEST!!! • • • Hire People Smarter Than You A hires A, B hires C, C hires D … DO NOT EVER COMPROMISE ON TALENT!!!
  17. 17. METRIC/GROWTH/ PRODUCT-­DRIVEN TEAM ProductManager DataScientist 2-­3  SoftwareEngineersEngineering  TeamLead Designer 1-­2  Quality  Assurance(QA) Front  EndDeveloper
  18. 18. THE  PRODUCT GROUPS • • • • • • • • • • POTUS MatchMaking   Office     Collaboration Search  &  Discovery     The  Freelancer Team     Membership Special  Task  Force     International Growth     Contest • • • • • • • • • • Education     Freemarket Analytics Infrastructure     Software  Infrastructure     Platform  Engineering     API  & Services Local Jobs     Mobile Employer  Success     Customer Experience • • • • • • • • • Talent     Payments     Trust  & Safety Community  & Showcase     Chat Escrow     Warrior Forum     AI  Team     SPEED Product Driven
  19. 19. • • • They  own  these  metrics:  Projects,  Users  & Traffic They  are  in  charge  of  justifying  their  marketing  budget  (CPA  < LTV) It  is  led  by  an  engineer  with  PhD  in  NLP  &  University  Medallist  in  Computer Science P.O.T.U.S. POTUS  stands  for  Projects,  Organic,  Traffic  &  User  Growth.  The  goal  is  simple:  to  accelerate     awareness  about  Freelancer.com  by  growing  Projects,  Traffic  &  Freelancers.  We  achieve  this  by     amplifying  word  of  mouth  between  users,  driving  more  engagement  on  our  users  by  sending  more     relevant  and  personalised  emails,  SEM,  SEO,  Landing  Page  Optimisation,  new  ways  to  hire     freelancers  and  many more. Product Driven
  20. 20. freelancer.com  is  revolutionising  the  way  people  work  and  get  work  done.  We  want  to  help  our     millions  of  employers  find  the  best  freelancers  to  work  with  on  any  tasks  they  need  done.  There     is  a  fixed  supply  of  freelancers,  and  as  a  result,  marketplace  matchmaking  can  be  very difficult • • • They  are  responsible  for  key  metrics  such  as:  award  rate,  accept  rate  &  completion  rate     When  these  metrics  go  down/up,  we  know  who  to  go  to  (READ:  RESPONSIBILITY  &     TRANSPARENCY) 3  Data  Scientists  in  the team • • • To  understand  completely  how/why  people  hire  and  award  freelancers     To  understand  the  current  supply  and  demand  of  our marketplace AI-­based  recommender  system  to  make  sure  we  know  who  the  best  freelancers  for  related     jobs are MatchMaking Product Driven
  21. 21. GROWTH-­DRIVEN TEAMS
  22. 22. • Transparency:  All  metrics  incl.  revenue  is  accessible  for  everyone  in  the company • Monthly/Quarterly  goals  need  to  be  in  quantifiable metrics • Every  member  in  the  team  is  accountable  for  their  team’s  metrics.  Performance  is  strongly     rewarded  based  on that. • SIT  THE  PRODUCT  TEAM  TOGETHER  (NOT  FUNCTIONALLY) !!! Growth-­Driven Teams Growth Driven
  23. 23. GROWTH-­DRIVEN TEAMS
  24. 24. • 30%  University Medalists • 50% PhD • Mechatronics Engineers • Quantum Physicists • Mechanical Engineers FREELANCER  DATA  SCIENCE TEAM Product Driven • Machine  Learning Experts • Electronic Engineers • Australia’s  Best  Cash  Game  Poker Player • Natural  Language  Processing Experts
  25. 25. DO  NOT  HIRE DONALD!!! Our  website  is  shit,  we  have  to  make  it  more  usable!     OK,  how?  Do  we  have  data  to  prove  this?  What  metric     defines usability? I  can’t  code.  I  can’t  query  the  database.  Can  an  engineer     find  out  how  many  users  we  have  inAustralia? NOPE.  They’re busy. We  need  our  campaign  to  go viral What  defines  virality?  How  much  revenue  will  it  make?     Where  do  you  think  the  problem is? Reads Wired. Oops,  is  it  5pm  already?  I  have  to  go  to  my  hairdressing     appointment!
  26. 26. DO  HIRE  WARREN BUFFETT! • CompSci,  Maths,  Economics,  Stats  or  Engineering Degree • Dashboard  &  data  are  their  source  of  truth  that  they  look  at     and  refer  to regularly • They  also  constantly  query  and  add  their  own stats • They  can  visualise  and  fit  their  core  funnel  perfectly  with     DATA • Can  code  (AND  NO  HTML  IS  NOT CODING) • Always  formulate  his/her  own  hypothesis  (mostly  data-­ backed)  ,  code  and  validate  it him/herself • SQL Gurus • Reads HackerNews
  27. 27. • WE  LOVE  HIRING  AWESOME GRADUATES • • • • Freelancer  TLs  lecture  in  universities     Targeted  recruitment  email  to  top  engineers     Hackathon  for Graduates Referrals OUR  HIRING CHANNELS
  28. 28. #1:  DON’T  BE  LIKE  MOST COMPANIES! MOST  COMPANIES  ONLY  TRACK  THREE THINGS Traffic Users Revenue Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Get     Traffic ? Get     Users ? Profit FREELANCER  PRINCIPLE #1
  29. 29. TRACK EVERYTHING!!!
  30. 30. TRACK  YOUR FUNNEL!!! FREELANCER  PRINCIPLE #1
  31. 31. TRACK  YOUR FUNNEL!!! CPA  < LTV FREELANCER  PRINCIPLE #1
  32. 32. ATTRIBUTION ANALYSIS • FIRST INTERACTION • LAST INTERACTION • ASSISTED CONVERSION • LINEAR  ATTRIBUTIONMODELLING • TIME DECAY • POSITION BASED FREELANCER  PRINCIPLE #1
  33. 33. HOW  SHOULD  YOU TRACK??? • Google Analytics • Freelancer  has  its  own  internal  tracking  tool:  QTS  -­> RedShift • Kissmetrics?  Mixpanel?  Why  don’t  you  build  your OWN? FREELANCER  PRINCIPLE #1
  34. 34. TRACK YOUR     COMPETITORS!!! FREELANCER  PRINCIPLE #1
  35. 35. CASE  STUDY:     SHOWPO.COM • • • • • #ITEMS SOLD #ITEMS LISTED $REVENUE  MADE     BEST-­SELLING ITEMS Many more FREELANCER  PRINCIPLE #1
  36. 36. CASE  STUDY:     SHOWPO.COM • • • • • #ITEMS SOLD #ITEMS LISTED $REVENUE  MADE     BEST-­SELLING ITEMS Many more FREELANCER  PRINCIPLE #1
  37. 37. MOST COMPANIES   DO  NOT     TEST FREELANCER  PRINCIPLE #1
  38. 38. WE  HAVE  TO  A/B TEST FREELANCER  PRINCIPLE #1
  39. 39. WE  HAVE  TO  A/B TEST • • • • Correlation & causation can now be tested easily Always form hypothesis and test it by linking it to success metrics • Almost all things have to be A/B tested including your new features A/B testing should be done on multiple metrics – NOT just one metric Mobile testing is a bit harder but we can still do it FREELANCER  PRINCIPLE #1
  40. 40. FREELANCER  PRINCIPLE #1
  41. 41. #2:  Conversion  Rate  is     Everything  and Everywhere FREELANCER  PRINCIPLE #2
  42. 42. #2:CVR  is everywhere • Every pages/screens in your website/app should have at least one purpose / CTA. Hence, you should plot all your pages’ CVR • Lowest hanging fruit for growth is to improve your CVR • Doubling your conversion rate will halve your CPA FREELANCER  PRINCIPLE #2
  43. 43. CASE  STUDY:  AUTO-­TRACK FORM FREELANCER  PRINCIPLE #2
  44. 44. #3:  BE FAST!!!
  45. 45. FAST  IS  ALWAYS GOOD • Page Speed (Refer to RAIL) FREELANCER  PRINCIPLE #3
  46. 46. What  about  speed  to  perform CTA? • How long does it take • • • • • • • • From discovery -> add to cart in eBay.com To fill the check-out form From add to cart -> successful payment To fill the sign-up form To list your items in ebay.com To sell your first item To buy your first item etc FREELANCER  PRINCIPLE #3
  47. 47. FAST  IS  ALWAYS GOOD • Speed as a Habit should also apply in product development • SPEED  IS YOUR ASSET. IT IS HOW YOU WIN!!! • A good plan violently executed now is better than a perfect plan next week – General George Patton • READ: SPEED AS A HABITfrom Dave Girouard FREELANCER  PRINCIPLE #3
  48. 48. INTRODUCING  GROWTH SPRINT 500 STARTUP FREELANCER  PRINCIPLE #3
  49. 49. RULES OF     GROWTH SPRINT FREELANCER  PRINCIPLE #3
  50. 50. • • Generate 50+ experiments for the product • 50 in 50mins Group experiments intoAARRRR • Determine the ICE score for each experiment (with the team in a planning meeting) • • • Impact (I) = Estimate of how impactful a feature will be (scale of 1-10 with 10 being the most impactful) Confidence (C) = How confident you are that the experiment will achieve the estimated impact (scale of 1-10 with 10 being the most confident) Effort (E) = The estimated amount of effort to develop and produce the experiment (scale of 1-10 with 10 being the least amount of effort) • Rank experiments by ICE score to determine the experiments most worthwhile to tackle during the sprint • Ensure with the development team that all experiments are doable in one day (not strictly necessary for all growth sprints). THREE SPRINTS THREE EXPERIMENTS EACH DAY -> 30 EXPERIMENTS IN TWO WEEKS PROCESS
  51. 51. PROCESS
  52. 52. AT FREELANCER, EVERY  QUARTER,  WE HAVE     ONE  FULL  MONTH OF GROWTH-­FOCUSSED  TESTS     AND  TWO  MONTHS  OF     DOING  THE  RIGHT  THINGS     RIGHT FREELANCER  PRINCIPLE #3
  53. 53. #4: GET THE MACHINES TO HELP YOU!!!
  54. 54. Machine     Learning FREELANCER  PRINCIPLE #2
  55. 55. Amazon  Recommender System Freelancer  Growth  Principle #4
  56. 56. Machine  Learning  at Freelancer.com Freelancer  Growth  Principle #4
  57. 57. Freelancer’s  machine  learning  based  fraud  detection  algorithm  -­ Skynet Freelancer  Growth  Principle #4
  58. 58. IN SUMMARY: • KNOW  YOUR  AND  YOUR  COMPETITORS’METRICS!!!     DATA  ALLOWS TRANSPARENCY. • WHY  ARE  WE  DOING  IT?  WWDS  – What  Does  The  Data Say? • WHAT  ARE  YOUR  SUCCESS  METRICS?  Always  A/BTest! • EXECUTE  FAST  AND  FAILFAST!!! • ALSO  GET  THE  MACHINES  TO  HELP  YOU  WITH  THE DATA!!! Freelancer  Growth  Principle #4
  59. 59. Like The Slides? Registered GrowthHackers Members Get Exclusive Access To Conference Videos

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