How To Drive Breakout Growth — Patterns From Fast-Growing Startups

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@MORGANB#GHCONF17

Morgan BrownCOO, Inman News

Morgan Brown is the COO of Inman News, the leading business intelligence

source for real estate. A digital marketing veteran with 17 years helping early stage companies find traction and breakout growth, he launched

GrowthHackers.com with Sean Ellis.

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Product Team Process

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WhatDo OurCustomersWant?

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“One Of My Greatest Lessons

In Starting And Running Twitter

And Square Is How Important It Is To Instrument

All Usage.”

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Build A Growth Model

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http://firstround.com/review/indispensable-growth-frameworks-from-my-years-at-facebook-twitter-and-wealthfront/

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Build Complete Waterfalls

End-To-End Tracking Tie Services Together Start With Important Flows

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Team

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Organized For Growth

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Https://Medium.Com/Swlh/How-Do-You-Choose-The-Best-Growth-Team-Model-632Ad5A85Be9

Organized For Growth

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Https://Medium.Com/Swlh/How-Do-You-Choose-The-Best-Growth-Team-Model-632Ad5A85Be9

Optimized For Learning

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Process

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Process16

Analyze

Ideate

Prioritize

Test

I.D. Growth Opps

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April 1, 2015 – April 30, 2015

+

328,228 (100%) 71,159 (21.6%) 9,748 (3%) 7,184 (2,2%)

328,228 people328,228

71,1599,748 7,184

164,114 people

0 people

Channel: Origin

Organic: Google

Direct

SoCial: Twitter

Paid: Facebook

Paid: AdWords

130,636 (100%)

95,344 (100%)

83,581 (100%)

10,542 (100%)

8,125 (100%)

25,898 (20%)

18,256 (19.1%)

11,630 (14%)

8,527 (81%)

6,848 (84.2%)

3,427 (3%)

2,534 (3%)

2,113 (3%)

936 (9%)

738 (9%)

3,136 (2.4%)

2,177 (2.3%)

755 (.9%)

585 (5.5%)

531 (6.5%)

Funnel Overview Visited Site Signed up Activation Billed

Fig. 013Ellis & Brown, Hacking GrowthRH118First proof

Testing Drives Growth

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Twitter Growth 2010 - 2012U

sers

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0

50

100

150

200

Q1 '10Q2 '10 Q3 '10 Q4 '10 Q1 '11Q2 '11 Q3 '11 Q4 '11 Q1 '12Q2 '12 Q3 '12 Q4 '12

0.5 Tests/Week 10 Tests/Week

Generate Lots Of Ideas

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Set Key Focus Area Prioritize For Impact Full-Team Collaboration Growth Team Nominates Ideas For Experimentation

Ranking & Prioritizing Tests

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Figure It Out Use Historical Data, Benchmarks & Models Use Ranges, Not Absolutes ht

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Double Down On What Works

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Patterns

ProductTeamProcess

CoreProductValue

Data Infrastructure & Fluency

ClearGrowthEquation& North Star

MoveFastLearnThings

AimForImpact

NeverStopMoving

Thank You!

morganbrown.co morganb@gmail.com