In this talk Joe shares how a focus on user experience helped Loom build its flywheel and grow to 10 million users without paid marketing. Learn how the team was able to (mostly) ignore distractions and the temptation to constantly add features, and relentlessly pursue a simple and reliable video messaging experience that drives user growth.

1. How a Focus on Speed & Simplicity
Can Fuel Your Flywheel
Joe Thomas
Co-founder and CEO
Loom
@yoyo_thomas
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

2. ● Most of you are viewing this session from our event platform, which we
hope you are enjoying! To submit a question to the speaker - you can use
the “Question” feature positioned on the right rail of your screen
● If you’d like to be on directly with the speaker, click the join us on stage
button ( found below the player) -- we’ll take questions at the end
● Interactive, 20 or 50 minute session. We encourage you to keep your
cameras on, and audio muted
● These sessions will be recorded and available post event
Housekeeping Notes
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

3. 1. Understand what a flywheel is, why it’s
important, and how to articulate your own
2. Understand the framework of how to
accelerate your flywheel (output and input
metrics plus experimentation)
3. Understand how to rally your team around
flywheel for organizational alignment, clarity,
and impact
3 Takeaways
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

4. ● What is a Flywheel?
● Loom’s earliest (successful) flywheel
● Experimentation on Loom’s flywheel
● Pro Tips, Gotchas, and Next Steps [5min]
● Q&A
Agenda
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

5. A flywheel is an incredibly heavy wheel
that takes huge effort to push.
Keep pushing and the flywheel builds
momentum.
Keep pushing and eventually it starts to
help turn itself and generate its own
momentum.
And that's when a company goes from
good to great.
What is a Flywheel?
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

6. What is a Flywheel?
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

7. What is a Flywheel?
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

8. ● Step by step of flywheel
● False start flywheels
● Output metrics attached to a flywheel
Loom’s earliest (successful) flywheel
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

9. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Install Extension
Record a Video
Sign Up
Loom’s earliest (successful) flywheel

10. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers Install Extension
Record a Video
Sign Up
Loom’s earliest (successful) flywheel

11. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers Record a Video
Share
Sign Up / Download
Loom’s earliest (successful) flywheel

12. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers
Total Video Views
Record a Video
Recording Complete*
Share
Video First View
Sign Up / Download
Extension Install
Loom’s earliest (successful) flywheel
*Output Metric
Many inputs that roll
up to ability to affect it

13. ● Thesis on weight associated with output
metrics
● What are the input metrics?
○ Bright spots? Friction? Biggest accelerants?
● Experimentation framework
○ Pro tip: Look at it by persona
Experimentation on Loom’s flywheel
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

14. 0%
70%
20%
10%
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers
Total Video Views Record a Video
Recording Complete
Share
Video First View
Sign Up / Download
Extension Install
Experimentation on Loom’s flywheel

15. How to influence?
Lack of clarity on how to
drive up video first views.
0%
70%
20%
10%
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers
Total Video Views Record a Video
Recording Complete
Share
Video First View
Sign Up / Download
Extension Install
Defining Part of UX
If you couldn’t record,
you couldn’t loom
Experimentation on Loom’s flywheel
No visibility
Didn’t have video player
Close the Loop
Little work could go a
long way for virality

16. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
List all of your input metrics
● You have to do the work to list all the
inputs
● Helps if you do them in order of the
flywheel
● Add actual numbers to see where
there are:
○ Bright spots: where are things
working?
○ Friction: where are there drop offs?

17. 0%
70%
20%
10%
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers
Total Video Views Record a Video
Recording Complete
Share
Video First View
Sign Up / Download
Extension Install
Experimentation on Loom’s flywheel
Defining Part of UX
If you couldn’t record,
you couldn’t loom
Key Inputs:
1. Extension Click
2. Choose Settings
3. Recording Start
4. Recording Stop
5. Recording Success

18. 0%
70%
20%
10%
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers
Total Video Views Record a Video
Recording Complete
Share
Video First View
Sign Up / Download
Extension Install
Experimentation on Loom’s flywheel
Defining Part of UX
If you couldn’t record, you
couldn’t loom
Inputs:
1. Extension Clicks
2. Choose Settings
3. Recording Start
4. Recording Stop
5. Recording Success (15%)

19. 10%
30%
20%
40%
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Viewers
Total Video Views Record a Video
Recording Complete
Share
Video First View
Sign Up / Download
Extension Install
Experimentation on Loom’s flywheel
How to influence?
Lack of clarity on how to drive
up video first views.
Inputs:
1. Link Copied (qualitative)
2. Link Shares
3. Link Clicks

20. Wrap up
● 3 Pro Tips & Gotchas
● Flywheel Template
● 3 Takeaways + Q&A
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

21. 1. Be patient and persistent. This
is not a single meeting thing.
2. Get the whole company
involved. Every department /
team should be owners of part
of the flywheel.
3. Create a cadence around it:
bi-weekly or monthly reviews
3 Pro Tips
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
1. Don’t forget about
non-technical elements (ie high
NPS can drive virality)
2. Don’t be afraid to say “we don’t
have a flywheel, yet”
3. Don’t prematurely optimize.
Keep the big picture in mind.
3 Gotchas

22. Key Action #3
Output Metric #3
Key Action #2
Output Metric #2
Focus:
xx% Focus:
xx%
Focus: xx%
Focus: xx%
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Key Action #4
Output Metric #4
Flywheel Template
Why it’s important?
[definition]
Input Actions / Metrics:
1.
2.
3.
4.
5.
Key Action #1
Output Metric #1

23. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Flywheel Template
→ Book link ←

24. 1. Understand what a flywheel is, why it’s
important, and how to articulate your own
2. Understand the framework of how to
accelerate your flywheel (output and input
metrics and experimentation)
3. Understand how to rally your team around
flywheel for organizational alignment, clarity,
and impact
3 Takeaways + Q&A
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

25. THANK YOU
Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.

26. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Expert
Feedback
Marketplace
More Feedback Requests Quality of Feedback
Clients
Experts in Network
Loom’s earliest (successful) flywheel

27. Do not place text, or graphics
in any of the red space
Your faces will be
here
Logo Overlays will
be here
DO NOT DELETE
SaaStr Team will delete these
guides in review.
Real Time User
Feedback SaaS
More Feedback Requests Users with Opentest Installed
Successful
NPS / Video Feedback
Website Installs
Loom’s earliest (successful) flywheel