Customer Centricity and Product Led Growth by Airbnb Product & Growth
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Product Management Event at #ProductCon San Francisco about Customer Centricity and Product Led Growth by Product & Growth Manager at Airbnb, Pratik Shah.
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Customer Centricity and Product Led Growth by Airbnb Product & Growth
- 1. www.productschool.com Customer Centricity and Product Led Growth by Airbnb Product & Growth
- 2. FREE INVITE Join 35,000+ Product Managers on
- 3. COURSES Product Management Learn the skills you need to land a product manager job
- 4. COURSES Coding for Managers Build a website and gain the technical knowledge to lead software engineers
- 5. COURSES Data Analytics for Managers Learn the skills to understand web analytics, SQL and machine learning concepts
- 6. COURSES Digital Marketing for Managers Learn how to acquire more users and convert them into clients
- 7. COURSES UX Design for Managers Gain a deeper understanding of your users and deliver an exceptional end-to-end experience
- 8. COURSES Product Leadership for Managers For experienced Product Managers looking to gain strategic skills needed for top leadership roles
- 9. COURSES Corporate Training Level up your team’s product management skills
- 10. Pratik Shah S P E A K E R
- 11. Product led growth PRATIK SHAH • APRIL 23, 2019 • PRODUCT-CON 2019
- 12. • Growth PM @ Airbnb Over 10 years of product management experience in Growth & 2 sided marketplaces Hi! I’m Pratik PRODUCT MANAGER / GROWTH PRATIKHSHAH
- 13. Today, we will discuss: What is Growth & why does it matter? What makes a good Growth PM? Mastering Retention & Engagement Section 1 Section 2 Section 3
- 14. What is Growth & why does it matter?
- 15. “Poor distribution, not product, is the number one cause of failure. “ “ Peter Thiel Paypal, Facebook, Founders Fund
- 17. What exactly is Growth? Growth is a multi-disciplinary, experiment-based, data-driven, full- funnel approach to scaling a business & moving key product metrics. CREATIVE MARKETING AUTOMATION & ENGINEERING EXPERIMENTS & DATA GROWTH
- 18. It all begins with a Growth Model Growth model provides an execution framework that uses analytics to understand where the biggest growth opportunities are, and then iterates between identifying and testing product levers that address them.
- 19. Growth Model is all about users New Users + Retained Users SUSTAINABLE GROWTHACQUISITION + RETENTION & ENGAGEMENT = Net Growth GROW USER BASE GROW USER VALUE
- 20. Strategy How will we sustain growth over a long term? Priority How will we decide between initiatives? Prediction How will we predict impact? Channels Which channels to invest in? Communication How do we communicate this to our stakeholders? Growth ModelHow do we use it?
- 21. Mastering Retention & Engagement
- 22. Retention & Engagement Both Growth ProductGetting users to experience core value as often as possible Building Core Value Getting largest # of users to experience core value Credit: Framework by Chamath Palihapitiya
- 23. 80% of new users stop using the average app just three days after downloading it. State of Retention
- 25. Core action & product usage interval AIRBNBUBER DAILY ACTIVE USERS MONTHLY ACTIVE RIDERS “Are enough people using your product & are they using it as frequently as you expect?” FACEBOOK YEARLY ACTIVE BOOKERS
- 26. VISITOR NEW SIGN-UP INACTIVE SIGN-UP USER Powe r Cor e Casu al INACTIVE USER Lifecycle framework It all begins with understanding user states
- 27. VISITOR NEW SIGN-UP INACTIVE SIGN-UP USER Powe r Cor e Casu al INACTIVE USER Lifecycle framework Activation: Get user to Habit moment as soon as possible
- 28. VISITOR NEW SIGN-UP INACTIVE SIGN-UP USER Powe r Cor e Casu al INACTIVE USER Lifecycle framework Engagement: Build habit and increase frequency of usage
- 29. VISITOR NEW SIGN-UP INACTIVE SIGN-UP USER Powe r Cor e Casu al INACTIVE USER Lifecycle framework Reactivation: Prevent churn & bring dormant users back
- 30. Which Engagement game are you playing? Engagement
- 32. Reward Programs
- 33. Community and Network Effects Value of product increases as more people use it. This becomes a very powerful retention mechanism.
- 34. What makes a good growth PM?
- 35. Growth is Cross Functional DESIGN ENGINEERINGMARKETING DATA SCIENCE
- 36. Growth is Cross Functional DESIGN ENGINEERING MARKETING DATA SCIENCEPM
- 37. At Airbnb, every growth sub-team (pod) such as Search, Virality, Email is cross functional Growth is Cross Functional DESIGN ENGINEERING MARKETING DATA SCIENCEPM
- 38. Growth PM Skills
- 39. Cross Functional Growth PM Skills Ability to work across engineering, data science, marketing & design.
- 40. Growth PM Skills Cross Functional Ability to work across engineering, data science, marketing & design. The Balance of Art & Science Hypothesis driven AB testing, SQL, User research, psychology.
- 41. Growth PM Skills Cross Functional Ability to work across engineering, data science, marketing & design. The Balance of Art & Science Hypothesis driven AB testing, SQL, User research, psychology. Rapid Experimentation High-impact ideas that fit within quick, data-driven process.
- 42. Growth PM Skills Cross Functional Ability to work across engineering, data science, marketing & design. The Balance of Art & Science Hypothesis driven AB testing, SQL, User research, psychology. Rapid Experimentation High-impact ideas that fit within quick, data-driven process. Customer-centric & Impact driven
- 43. Growth is systematic thinking applied to improving product & business metrics Key Take-aways Retention is most important & hardest area Growth PM = customer centric & impact driven 1 2 3
- 44. Belong anywhere
- 45. www.productschool.com Part-time Product Management, Coding, Data Analytics, Digital Marketing, UX Design and Product Leadership courses in San Francisco, Silicon Valley, New York, Santa Monica, Los Angeles, Austin, Boston, Boulder, Chicago, Denver, Orange County, Seattle, Bellevue, Washington DC, Toronto, London and Online