[500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More

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  • Growth at Airbnb August 7, 2014, Gustaf Alstromer

  • Accelerate Awareness !

    Drive Conversion

  • Why Growth?

  • Most of our users havent signed up yet

  • Philosophy

    1. Our users tell the story better that we do 2. We never compromise on user experience 3. No tricks

  • Nights booked growth

    2009 2010 2011 2012 2013

  • Few features are touching non-users

  • Airbnb Product - few things touch non-users Last-minute booking

    Resolutions Tool

    Photo Tool

    Lantern

    Help Center

    Product Email

    Referrals

    Homepage

    Booking flow

    Calendar

    Managed Listing

    Search

    Wish-list

    Dashboard

    Neighborhoods

    Groups

    Your reservations

    Account

    List Your Space

    Messaging

    Check-in

    Reviews

    Listing page

    Verified ID

    Privacy Settings

    Marketing Emails

    Profile

    References

    Account

    Mobile web

    Blog

    Stories

    Hospitality

  • Referrals

  • Referrals 1.0

  • Referrals 1.0

  • Forecast

    Assumptions Good Better Best Current

    Monthly Active Users * Sending Invites 1% 5% 10% -

    Invitees Per Inviter 5 10 15 -

    Conversion Rate to New User 15% 30% 45% -

    Conversion Rate to New Guest 1% 5% 10% -

    Conversion Rate to New Host 1% 3% 5% -

    Revenue Impact Potential x20x better than Good

    90x better than Good

  • Referrals/Invites as share of new users (2013)

    55% ********

    55% ******

    35% *****

    25% ****

    *% Airbnb

  • Referrals 2.0 - Shipping

  • Growth Offsite

  • Work

    5 people full time with much borrowed help

    3 months

    30k lines of code

    Growth became largest outside contributor to mobile apps

  • Growth Offsite

    Launch

  • On Web, iOS and Android simultaneously

  • Web

  • Email

  • Recommended Contacts

  • Mobile

  • Tracking - instrumented from day 1

  • Impact

  • Hundreds of thousands of booked nights by referred users in 2014

  • How do referred users perform?

  • Better

    User Metrics (Median) % Change

    Guest Bookings + 13%

    Hosts Bookings + 146%

    Referrals Sent + 264%

    Referrals Became Users + 497%

    Referrals Became Guests + 489%

  • Forecast

    Assumptions Good Better Best Current

    Monthly Active Users * Sending Invites 1% 5% 10% -

    Invitees Per Inviter 5 10 15 -

    Conversion Rate to New User 15% 30% 45% -

    Conversion Rate to New Guest 1% 5% 10% -

    Conversion Rate to New Host 1% 3% 5% -

    Revenue Impact Potential x20x better than Good

    90x better than Good

  • Thank you!

    gustaf.alstromer@airbnb.com

    http://twitter.com/gustaf

    mailto:gustaf.alstromer@airbnb.com?subject=http://twitter.com/gustaf