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Page 1: [500DISTRO] Under the Microscope: How Airbnb Thinks About Product/Market Fit, Team & More

Growth at Airbnb August 7, 2014, Gustaf Alstromer

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Accelerate Awareness !

Drive Conversion

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Why Growth?

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Most of our users haven’t signed up yet

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Philosophy

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

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Nights booked growth

2009 2010 2011 2012 2013

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Few features are touching non-users

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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

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Referrals

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Referrals 1.0

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Referrals 1.0

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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”

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Referrals/Invites as share of new users (2013)

55% ********

55% ******

35% *****

25% ****

*% Airbnb

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Referrals 2.0 - Shipping

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Growth Offsite

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Work

• 5 people full time with much borrowed help

• 3 months

• 30k lines of code

• Growth became largest outside contributor to mobile apps

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Growth Offsite

Launch

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On Web, iOS and Android simultaneously

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Web

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Email

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Recommended Contacts

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Mobile

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Tracking - instrumented from day 1

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Impact

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Hundreds of thousands of booked nights by referred users in 2014

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How do referred users perform?

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Better

User Metrics (Median) % Change

Guest Bookings + 13%

Hosts Bookings + 146%

Referrals Sent + 264%

Referrals Became Users + 497%

Referrals Became Guests + 489%

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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”