Product ＋ Marketing ＝ Growth
John Fan
PicCollage 拼貼趣
Top Photo App for iOS/Android
120 million downloads
How to change the world?
Build something great!
Let people know about it!
Product:
Build something great!
Product:
Build something great!
Marketing:
Let people know about it!
Product vs. Marketing
Product + Marketing
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
1. Understand your users
2. Make creative hypotheses
3. Run experiments
4. Measure and Analyze
Financial Accounting?
User Accounting
Cohort Analysis
Funnel
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.
Sean Ellis
"Find a Growth Hacker for your Startup"
Andrew Chen
"Growth Hacker is the new VP Marketing"
Josh Elman
"Secrets to Driving Massive User Growth"
Aaron Ginn
Tempo Feng
tempo.tw
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.
那些年我們一起追的使用者
Build for users Work smart
Always Be Learning
International Fun and Creative
piccollage.com/jobs
Growth
By piccollage
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