Starting Things at a Fast Growing Company
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Transcript of Starting Things at a Fast Growing Company
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starting things at a fast growing company
Twitter Talk at the University of Michigan Center for Entrepreneurship (@UMCFE)
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@zanes
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Philosophy
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Simple Framework for Starting Things
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Two Examples
1. Customer Discovery & Validation Phases○ Twitter Insights - new analytics product for
developers and publishers
2. Customer Creation Phase
○ Growth Engineering across Twitter and some innovations in user prompts
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Twitter Insights Story
● Twitter Ecosystem: great content, distributed and consumed widely.
● Publishers and Developers are key content creators and customers for our platform products. Create disproportionate value for Consumers.
● We want them to invest more in Twitter. They want to better understand network effects and maximize their return on investment.
● We created a new team to address this opportunity.
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Customers
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The Problem
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Maximizing Value and Creating the Best Customer Experience
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Building Insights
Customer Discovery with Few Partners● Four Iterations in Q2 - what do customers care about?● NPS Method for Feedback - is Insights actionable?
Customer Validation at Scale● MVP Limited Release in Q3● Open Beta early 2014
Customer Creation● In 2014
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Charter Partners
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Iteration 1
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Iteration 2
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Iteration 3
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Iteration 4
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MVP / Alpha Iteration
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Some Take-Aways
● Be customer focused
● Your idea is a hypothesis, prove it ● Build, Measure, Learn / Iterate, Iterate, Iterate ● Build & hone startup skills at a fast growing company
● Twitter: Lots of opportunities for impact without distractions like hiring, fundraising, etc. Great culture and people. Come join the flock!
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Growth EngineeringCustomer Creation Phase
@madster26
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Simple Framework for Starting Things
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Growth Engineering 101When do you need it?
Pa
Credit** Paul Graham’s Startup lifecycle...
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Characteristics of a growth engineer?
Curiosity
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Survey
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Stalk...Errrm...Observe
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Characteristics of a growth engineer?
Creativity
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Typical work cycle of a growth engineer
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A/B Testing
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Growth product areas
Messaging & Notification:Email campaignsPush notificationsSms notificationsPrompts
Activation & Virality:Signup flowNew user experiencePeople recommendation
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Promptbird
Is a platform for
- Delivering high value/actionable alerts in a highly targeted & timely manner
- Serve as a platform that teams within the organization can use to promote specific actions
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Prompts on mobile
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Prompts On Web
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Targeting specific users
Real time targeting:- We built our own targeting language- Our current intern rewrote the entire grammar parsing tool to make it faster & easier to understand
Custom targeting:- Uses data generated by Hadoop Jobs
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User specific fatigue handling
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Scalability & Usability
- Ability to scale up / down prompts from 1 ~ 250+ million users
- Interactive dashboard for anyone in the organization to create prompts and launch it to the entire twitter user base across multiple platforms in under 5 minutes
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Some current projects
- Building an analytics pipeline for customers of promptbird
- Building predictive models for interaction & fatiguing
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Questions? Join the flock!