• Growth leaders I'm deeply grateful to for their ideas or for advancing my thinking in specific areas:

• Create Your Business Model: Ash Maurya's Lean Canvas (http://leanstack.com/LeanCanvas.pdf), which is adapted from Alex Osterwalder's BusinessModelGeneration.com

• Product/Market Fit: Marc Andreessen, Sean Ellis

• Most • Most Valuable Customers: Sean Ellis & Qualaroo

• Early Behavior of Most Valuable Customers: Josh Elman, Nabeel Hyatt

• Aha! Moment: Chamath Palihapitiya

• Virality: Carla White

• Optimize Conversion Funnel: Tim Ash, Marketing Experiments, TedCooper.com, Sean Ellis

• Con• Content Marketing & Social Media: KISSmetrics

• User & Social Networks/App Stores: KISSmetrics

• Actionable Analytics + Research: Avinash Kaushik, Dave McClure, Brian Au, Sean Ellis

• G• Growth leaders who have informed my overall thinking: Steve Blank, Eric Ries, Jim Jorgensen, Andrew Chen, Bronson Taylor & GrowthHacker.TV, Erin Turner & Gagan Biyani and their GrowthHackersConference.com, Rand Fishkin, Rob Walling, Unbounce, HubSpot, Udemy, Heather Forsythe, Scott Hauswirth, Angelique Vega, Alex Reynolds & my entire career group.

@MarkAndersen

Marketing and Growth Executive, Online & Mobile

www.linkedin.com/in/markdandersen MarkAndersen@CareerNav.com

Cohort analysis

User testing

• Qualitative testing just as important as quantitative• Gain insight into traffic abandoning your site through onsite surveys (Qualaroo.com)•• Learn where the friction points are in forms or pages (UserTesting.com)• Conduct focus groups, one-on-one interviews in-person or over the phone

• Analyzing groups of customers over time• Cohorts can be by month joined, product bought, acquisition channel etc.; goal is to identify highest retention rate•• After identifying most valuable customers, engineer product & onboarding to continuously improve their experience

• Virality: users spreading your product to as many others as possible; not as important as retention• Viral cycle time: how long it takes users to convert others in their network• Viral coefficient (K Value): # of new users each exist-ing user successfully converts. When K Value is > 1 you have viral growth• Lifetime Net Value by acquisition channel = Lifetime rev-enue - Customer Acquisition Cost (CAC)

• Acquisition: getting visitors to your site/app• Activation: users who signup, have used the product at least once & become paying customers (if that's your model)•• Engagement: % of customers who are actively using your product (per day, per month...), which features they interact with•• Retention: retaining monetizable customers; do cohort analysis to compare retention rates; increasing retention is a vital KPI & a key lever in increasing Lifetime Net Value

Key Performance Indicators (KPIs)

Optimize Your Product Roadmap, Marketing and Key Performance Indicators (KPIs)

An engagement metric identifying the early behavior of your most valuable customers. It's most predictive of futufuture success

The first time a new user experiences the benefits of your core product value

When people spread your product to as many other people as possible

Optimize the conversion rate of visitors in your marketing funnel by doing A/B testing

Create awesome educational & entertaining content to pull in prospects. Use social media to amplify content reach & build communitiescommunities

Amplify invitations, content sharing, user activity, notifications & growth

Test ads on ad networks, social networks, directly with publishers, in-app on mobile

CuCustomers who cleared your product/market fit hurdles & with highest Lifetime Net Value; do cohort analysis to identify & identify & grow

"The on"The only thing that matters is getting to product/market fit...being in a good market with a product that can satisfy that mamarket." (Andreessen)

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• Facebook: get new users to 7 friends in the first 10 days•• Identify the unique, early behavior of your most valuable customers & build that user experience for eveveryone (Elman)

• Evaluate your product & onboarding to get users to their Aha! moment as early & often as possible•• Do user testing to figure out where the friction is in your onboarding flow & optimize through A/B testing

• The greater your core product value, the more likely your product will go viral•• Build sharing with & inviting of friends into your product•• Use email & social networks to spread: Twitter, LinkedIn...•• Positive word-of-mouth is key. Track your Net Promoter Score

• Optimizing your funnel is a great way to increase Lifetime Net Value. This should be done before accelerating acquisition spendingspending• Use analytics to find friction points where people abandon your funnel. Identify why they abandon through user tetesting & online exit surveys

• Public relations•• Blog, enewsletters, webinars, infographics, whitepapers, ebooks, video, podcasts•• SEO• Opt-in email• Public speaking•• Build communities on social networks relevant to your users: Facebook, LinkedIn...

• Users send invitations & share content via their email, phone & social networks• • API integrations publish user activity & notifications. Zynga uses Facebook's API. B2B APIs: LinkedIn, Yammer• • Sell on Apple̓s App Store, Google Play, AppExchange

• Search Engine Marketing (SEM)• Affiliate marketing• • Be sure your acquisition channels are at positive Lifetime Net Value before accelerating spend

• What is their user experience?• What benefits are most important to them?• What is their onboarding path?•• How did they discover your product?• What is the most valuable positioning? (Ellis)

• Would at least 40% of your users be "very disappoint-ed" if your product was taken away? (Ellis) Use Survey.io to determine if your pproduct is must-have• Have you cleared engage-ment and retention hurdles?• Have you cleared your Net Promoter Score (NPS) hurdle?

• Try BusinessModelGeneration.com or the adapted Lean Canvas:• Problem• Solution•• Unique value proposition• Unfair advantage• Customer segments• Key metrics• • Channels• Cost structure• Revenue streams

Content Marketing & Social Media

Online/Mobile Advertising

User & Social Networks/App Stores

Product/Market Fit

Early Behavior of Most Valuable Customers

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GROWTH HACKING ROADMAPMaximize the Growth of Your Most Valuable Customers