Product + Marketing = Growth
John Fan
PicCollage 拼貼趣
Top Photo App for iOS/Android
120 million downloads
Build something great!
Let people know about it!
Product:
Build something great!
Marketing:
Let people know about it!
The nature of products has changed!
The nature of products has changed.
This changes how you do marketing!
How to build the right thing?
1. Understand your users
2. Make creative hypotheses
3. Run experiments
4. Measure and analyze
2. Make creative hypotheses
Cohort Analysis
In other words:
1. See what users do.
2. Come up with crazy ideas.
3. Try, try and try again.
4. Use data to pick best direction.
Related Concepts:
Product
Design Thinking
Lean Startup
Marketing
Digital Marketing
Performance Marketing
Problem:
Traditional product teams
(PMs, designers & developers)
usually focus on building,
not on marketing.
"Built it, and they will come."
Problem:
Traditional marketers usually do not
have ability to change the product.
"What's my marketing budget?"
Solution:
Combine aspects of
Product + Marketing
in order to focus on growth.
Are you building
toothpaste or Dropbox?
Product + Marketing = Growth
Example: AirBNB posting to Craigslist
Let your users tell other users
Optimize your distribution channels
Some big tech companies
(e.g. Facebook, LinkedIn, Uber)
set up a separate growth team.
Growth Team:
Has power to change product.
Creative and experimental.
Define actionable target metrics.
Understand users ("magic moment").
Combines psychology, coding,
design, PM, marketing, analytics, etc.
In the early stage,
focus on LEARNING,
not on GROWING.
Make a great product first.
Think about marketing
only after you reach
Product-Market Fit.
Use fake ads before you build it!
I didn't use the word
"Growth Hacking" yet.
Josh Elman
Aaron Ginn
Tempo Feng
Caution:
"Growth Hacking" is a process,
not a set of tricks.
Every startup is different and
the market is always shifting.
By the time you read about it,
it's probably too late.
Summary:
The nature of products has changed.
Product + Marketing = Growth
Test, measure, learn.
Know what stage you are in.
Focus on the process, not on tricks.
Build for users Work smart
Always Be Learning
International Fun and Creative