THE GROWTH PROCESS
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HOW TO BUILD YOUR GROWTH PROCESS WITH CANVAS?
JULIEN LE COUPANEC GROWTH HACKER AT THEFAMILY
@LECOUPA
STARTUP WORKSHOPSTHE GROWTH PROCESS
NAPOLÉON ONCE SAID:“WAR IS 90% OF INFORMATION”
ILLUSTRATION OF THE GROWTH PROCESSLET’S TAKE OUR TIME ON THAT POINT
TRACTION
THINGS THAT DON’T SCALE
PROBLEM WORTH SOLVING?
GROWTH
SEO / SOCIALPAID ADVERTISING
SALESWORD OF MOUTH
TRANSITION
PRODUCT/MARKET FIT
GROWTH EQUATION
HIGH TEMPO EXPERIMENTATION
YOU HAVE TO DO A LOT OF THINGS MANUALLY BEFORE FINDING SOME
TRACTION PATTERNS.
IT IS OFTEN EASIER TO FIND FURTHER GROWTH IN A CHANNEL THAT IS
ALREADY WORKINGTHAN IT IS IN A COMPLETELY NEW ONE.
WHAT YOU SHOULD KNOWABOUT A PRODUCT/MARKET FIT
AT THE END OF THE DAY
ARE THEY UNDERSTANDING THE VALUE?
ARE THEY USING YOUR PRODUCT?
ARE THEY SHARING? (SOCIAL + WOM)
BE CAREFUL, IT IS EASY TOWASTE MONEY YOU HAVEN’T REACHED
PRODUCT/MARKET FIT.
NO PRODUCT/MARKET FIT?DON’T FOCUS ON GROWTH YET.
KEEP IN MIND THATTHE HIGHEST FORM OF TRACTION IS WHEN
PEOPLE ARE PAYING ON THE SERVICE.
VERO UNDERSTOOD WHEN THEY REACHED PMF BY THE WAY PEOPLE STARTED TO FILL
REQUESTS ON THE SUPPORT CENTER.
THE CANVAS FRAMEWORK IF YOU DON’T PLAN FOR GROWTH, IT IS GOING TO
BE HARD TO GROW
DEMONSTRATION
THE CANVAS PROCESSWHAT YOU MUST REMEMBER
- IDEAS: Where you keep track of the experiments to conduct.
- TESTS (PIPELINE): What are the experiments being conducted?
- KNOWLEDGE BASE: Browse your experiments.
- DASHBOARD: Statistics, team nomination, weekly growth meeting.
SLACK INTEGRATION
REQUEST AN INVITE ONCANVAS.GROWTHHACKERS.COM
EVERYONE IN THE COMPANY MUST HAVE ACCESS TO THE BACKLOG
YOU HAVE TO ASSESS HOW YOUR EXPERIMENT IS PERFORMING AMONG
DIFFERENT SEGMENTS OF USERS.
A FEW LAST THINGSTHE WISE MAN LEARNS FROM OTHER PEOPLE’S
MISTAKES
KEEP A SPREADSHEET UP-TO-DATETO TRACK YOUR WEEKLY GROWTH RATE
IT IS BETTER TO HAVE WEEKLY GOALS.MOVE STEP BY STEP
HOW TO MAKE THEM ACCESSIBLEEVERY WEEK, SEND THEM BY EMAIL
ONE PERSON (USUALLY THE CEO) IS RESPONSIBLE FOR THAT TASK. EVERY SUNDAY, HE SENDS AN EMAIL TO EVERYONE:
#1. INCLUDING THE RESULTS OF YOUR MAIN KPIS AND THEIR EVOLUTION SINCE THE BEGINNING (WITH A CHART).
#2. THE CWGR FOR YOUR MAIN KPI.
#3. THE INTERPRETATION OF YOUR COHORTS.
FIVE METRICS I RECOMMEND TO LOOK ATDAY 1 & DAY 7 RETENTION
AVERAGE REVENUE PER USERAVERAGE REVENUE PER PAYING USER
LIFETIME VALUE
I ENCOURAGE TO HAVE ROUTINESANALYTICS & CUSTOMER SUPPORT
START A SPREADSHEET INCLUDING YOUR MOST IMPORTANT KPIS.WHAT ARE THE EVENTS/ACTIONS YOU ARE GOING TO TRACK.
COMPUTE YOUR COMPOUND WEEKLY GROWTH RATE.
SEND THESE METRICS EVERY WEEK TO YOUR TEAM BY EMAIL.
USE CANVAS TO KEEP AND ORGANIZE YOUR EXPERIMENTS.
CONCLUSIONWHAT YOU SHOULD DO AFTER THIS TALK
AND PLEASE, DO NOT DELEGATE YOUR GROWTH TO SOMEONE ELSE.
THANK YOU FOR YOUR TIMEAND NOW, LET’S HUSTLE ;-)
SEE YOU SOON!
LOVE.
THEFAMILY.CO___
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