Understanding your users and how they discover and adopt your products is very important in building a product. Join Facebook's Core Product Manager, Yaron Fidler, as he discusses tactical techniques in gaining and retaining a strong user base.

1. GROWTH
Yaron Fidler | Product School | Feb 2017

2. Jake Strich
Campus Director
jake@productschool.com
Contact me for more info about PS courses!

3. Mondays and Wednesdays
February 27 - April 19
*1 spot left*
Tuesdays and Thursdays
February 28 - April 20
*SOLD OUT*
Saturdays
March 4 - April 22
*1 spot left*
Upcoming Courses in Silicon Valley

4. GROWTH
Yaron Fidler | Product School | Feb 2017

5. Introduction
• Yaron Fidler
• Product manager @ FB
• Worked on Growth for the past year
and a half
• Currently PM in ads (my new gig)
• Previously at ebay (Structured data,
SEO)
• Soccer Junky
• Can train your dog

6. Agenda
1. Why Growth
2. Growth Metrics
3. Growth Accounting
4. Growth products / tactics
5. Discussion

7. Agenda
1. Why Growth
2. Growth Metrics
3. Growth Accounting
4. Growth products / tactics
5. Discussion

8. Why Growth?
Why do organizations have dedicated efforts
around Growth?

9. Why Growth?
• Growth answers a fundamental question
about a product: Is there a product market fit?
• It’s hard to drive revenue with product –
market fit but you can have product market fit
without revenue or without profit (Uber)
• Growth is up = Your product creates repeating
value for its users, so users keep coming back

10. Agenda
1. Why Growth
2. Growth Metrics
3. Growth Accounting
4. Growth products / tactics
5. Discussion

11. Growth Metric
• Your growth metric should reflect the product
market fit
• It should also imply about future financial
results
How can you identify an organization’s growth
metric?

12. Growth Metric
“We added 7.05 million net new members
globally in the quarter, against our forecast of
5.20 million and last year's Q4 performance of
5.59 million. This was the largest quarter of net
additions in our history and was driven by strong
acquisition trends in both our US and
International segments. “

13. Growth Metric – Examples
Organization
Monthly / Daily active users
GMV - Gross merchandise value
Payments volume
Metric
Units sold

14. Agenda
1. Why Growth
2. Growth Metrics
3. Growth Accounting
4. Growth products / tactics
5. Discussion

15. Growth Accounting - Users
• Active users – a user that used the product
over a certain time period (e.g. last month)
How does the number of active users grow?
How does the number of active users shrink?

16. Growth Accounting - Formula
Active users today = New Users + Resurrected users – Churned users
• New Users – users that joined today
• Churned users – users that their last day using the product
was exactly X+1 days ago (X = growth period)
• Resurrected users – users that didn’t use the product in the X
days and are using it today

17. Growth Accounting - Example
• Yesterday we had 100 monthly active users
• Today 10 more registered
• 3 users used the product for the last time 31 days
ago
• 1 user that didn’t use the product for over 30
days used it today
• Monthly active users today = ?

18. Growth Accounting - Retention
• Retention isn’t part of the accounting formula
but it is critical for growth and to understand
product market fit!
• Whiteboard…

19. Agenda
1. Why Growth
2. Growth Metrics
3. Growth Accounting
4. Growth products / tactics
5. Discussion

20. Growth Funnel
Discovery / Top of the
funnel
Conversion
Retention

21. Growth Products / Tactics – Discovery
• SEO
• Paid traffic
• Invites
• Partnerships
• Playstore / Appstore optimization
Tactics
that aim to
bring users
on your
product

22. Growth Products / Tactics – Conversion
• Requires deep conversion funnel understanding
• Site / Load speed
• Forms layout
• Button colors
• Value proposition
• Flow simplification
• Mostly about removing friction!
Tactics that aim
to convert non
active users to
active once
landed on your
product

23. Growth Products / Tactics – Retention
• Requires deep understanding of your retention
drivers
• Users will stay active if they find value
• These products aim to increase the sense of
value you are producing
• Off platform Notifications (email, SMS, push)
• Contact point acquisition
• New user experience
Tactics that
aim to
keep active
users
active

24. A word about data
GROWTH PRODUCTS MUST BE DATA DRIVEN!
• You must be able to answer questions like:
– Where are my non users spending their time?
– Why do people fail to convert ?
– Who are the people that retain / churn?
– Etc…
• Then start segmenting (country, network, age,
platform, language, traffic source…)

25. Recommended Video
• Alex Schultz (VP Growth & Analytics at FB) on
Growth
• Part of “How to start a startup” series
• Video Link:
http://startupclass.samaltman.com/courses/lec06/
• Or search on google: How to start a startup Alex
Schultz

26. Agenda
1. Why Growth
2. Growth Metrics
3. Growth Accounting
4. Growth products / tactics
5. Discussion

27. Short Exercise (5 minutes)
• Introduce yourself to the person next to you
• Choose a company (can be yours)
• Answer these questions:
– What is the company’s Growth Metric (or what you
think it should be)?
– What growth tactics it is using?
– What data does it need?

28. Jake Strich
Campus Director
jake@productschool.com
Contact me for more info about PS courses!

29. Mondays and Wednesdays
February 27 - April 19
*1 spot left*
Tuesdays and Thursdays
February 28 - April 20
*SOLD OUT*
Saturdays
March 4 - April 22
*1 spot left*
Upcoming Courses in Silicon Valley

30. Fred Radford
Director of Product at 8x8
5-time Product School Instructor
Feb 27 - April 19
Monday & Wednesday 6:30-9pm
*1 spot left*
Upcoming Course Instructors

31. Inbal Cohen
Product Manager @ Facebook
Previously Sr. PM @ Amazon
Feb 28 - April 20
Tuesday & Thursday 6:30-9pm
*sold out*
Upcoming Course Instructors

32. Jamal Eason
Product Manager @ Google
Previously PM @ Intel
March 4 - April 22
Saturdays
9:30am-3:30pm (12-1 lunch)
*1 spot left*
Upcoming Course Instructors

33. Feb 15: Ask Me Anything with Product
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