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Jumpstarting Customer Traction and Improving Your Valuation Jonathan Boutelle CTO, SlideShare
About
About
SlideShare’s Traction Story
1) We got a toehold
We solved one persons problem
PR worked for us (caveats)
We had a simple explanation of what we were
2) We Built a Community
 
 
 
Things we would have used (had they been available)
 
Facebook fan pages
 
3) We figured out a distribution strategy
next prev first last Ruby on Rails By Jonathan Boutelle Etech: 3/08/06 SlideShare.org My slideshows My favorites Home tags...
Slideshow Transcript: 1)Optimizing AJAX: by Jonathan Boutelle 2)How to make AJAX fast by Executing faster code, Running Co...
 
 
Viral Distribution
 
Viral Loops User joins service User sends 100 invites User opens invite 10% open rate 15%  conversion rate
New Distribution Channels
 
Paying for it
4) We became a data-driven team
Traction?
Proving Traction
Trust, but verify: outside numbers
Quantcast Alexa
Google Analytics <ul><li>Time on Site </li></ul><ul><li>Unique visitors per month </li></ul><ul><li>Page Views per month <...
Traction Example
User and content acquisition growing fast  70% monthly growth 16% monthly growth From SlideShare Pitch Deck. March 2008
4.6 million monthly visitors, 11% monthly growth Alexa chart for Reach : Rank - 2300 From SlideShare Pitch Deck. March 2008
Widget growth has picked up speed 71% growth in March 50% growth in March From SlideShare Pitch Deck. March 2008
Money Traction vs User Traction
Macro-Metrics vs Micro-Metrics
Micro-Metrics
Measuring acquisition: funnel conversion rates
Viral loops (again) User joins service User sends (on aveage) 100 invites User opens invite 10% open rate 15% conversion r...
A / B tests with google website optimizer
Measuring Retention: Cohort analysis Joined at 1st week visit 2nd week visit 3rd week visit 4th week visit 1/1/10 (4 weeks...
Micro-Economics <ul><li>Gross profit per customer (Lifetime value of customer – customer acquisition cost) </li></ul><ul><...
Becoming a metrics-driven organization
Metrics (v1)
Metrics (v1)
#epic fail
Metrics Challenges <ul><li>Metrics are hard … </li></ul><ul><li>But not sexy </li></ul><ul><li>Need social context to be e...
Metrics (v2) Redacted Redacted
Metrics (v2) Redacted
Local Maxima
Why v2 works <ul><li>Data is ergonomic </li></ul><ul><li>One number + context </li></ul><ul><li>Social context (weekly tea...
v3
What metrics to focus on?
5) Some thoughts on scaling a business
Use the cloud!
Infrastructure as a service
 
Think Global
6)What I would have done differently
Testing demand: Sell before you build
 
 
 
 
 
 
Closing Thoughts
Have fun out there!
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Customer Traction

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My talk at TIECON 2010

Published in: Business
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Customer Traction

  1. Jumpstarting Customer Traction and Improving Your Valuation Jonathan Boutelle CTO, SlideShare
  2. About
  3. About
  4. SlideShare’s Traction Story
  5. 1) We got a toehold
  6. We solved one persons problem
  7. PR worked for us (caveats)
  8. We had a simple explanation of what we were
  9. 2) We Built a Community
  10.  
  11.  
  12.  
  13. Things we would have used (had they been available)
  14.  
  15. Facebook fan pages
  16.  
  17. 3) We figured out a distribution strategy
  18. next prev first last Ruby on Rails By Jonathan Boutelle Etech: 3/08/06 SlideShare.org My slideshows My favorites Home tags people Signup / Login / Help Edit Delete Show this if it’s YOUR slideshow Note: this is viewing your slideshow Tags Ruby Rails ROR Etech
  19. Slideshow Transcript: 1)Optimizing AJAX: by Jonathan Boutelle 2)How to make AJAX fast by Executing faster code, Running Code in advance, Using new technologies next prev first last This is a talk I gave about Ruby on Rails Added on 4/7/06 by jboutelle ( 6 slideshows, 22 favorites) Slideshow details Views: 65 Tags: ruby , ror , rails Note: this is just so we can use google search in the beginning, instead of writing Our own search.
  20.  
  21.  
  22. Viral Distribution
  23.  
  24. Viral Loops User joins service User sends 100 invites User opens invite 10% open rate 15% conversion rate
  25. New Distribution Channels
  26.  
  27. Paying for it
  28. 4) We became a data-driven team
  29. Traction?
  30. Proving Traction
  31. Trust, but verify: outside numbers
  32. Quantcast Alexa
  33. Google Analytics <ul><li>Time on Site </li></ul><ul><li>Unique visitors per month </li></ul><ul><li>Page Views per month </li></ul><ul><li>Share login with potential investors </li></ul>
  34. Traction Example
  35. User and content acquisition growing fast 70% monthly growth 16% monthly growth From SlideShare Pitch Deck. March 2008
  36. 4.6 million monthly visitors, 11% monthly growth Alexa chart for Reach : Rank - 2300 From SlideShare Pitch Deck. March 2008
  37. Widget growth has picked up speed 71% growth in March 50% growth in March From SlideShare Pitch Deck. March 2008
  38. Money Traction vs User Traction
  39. Macro-Metrics vs Micro-Metrics
  40. Micro-Metrics
  41. Measuring acquisition: funnel conversion rates
  42. Viral loops (again) User joins service User sends (on aveage) 100 invites User opens invite 10% open rate 15% conversion rate
  43. A / B tests with google website optimizer
  44. Measuring Retention: Cohort analysis Joined at 1st week visit 2nd week visit 3rd week visit 4th week visit 1/1/10 (4 weeks ago) 100% 60% 55% 50% 1/8/10 (3 weeks ago) 100% 65% 60% 1/15/10 (2 weeks ago) 100% 66% 1/22/10 (1 weeks ago) 100%
  45. Micro-Economics <ul><li>Gross profit per customer (Lifetime value of customer – customer acquisition cost) </li></ul><ul><li>Decreasing churn does what to LCV? </li></ul><ul><li>Increasing conversion does what to CAC? </li></ul>
  46. Becoming a metrics-driven organization
  47. Metrics (v1)
  48. Metrics (v1)
  49. #epic fail
  50. Metrics Challenges <ul><li>Metrics are hard … </li></ul><ul><li>But not sexy </li></ul><ul><li>Need social context to be effective </li></ul>
  51. Metrics (v2) Redacted Redacted
  52. Metrics (v2) Redacted
  53. Local Maxima
  54. Why v2 works <ul><li>Data is ergonomic </li></ul><ul><li>One number + context </li></ul><ul><li>Social context (weekly team meetings) </li></ul>
  55. v3
  56. What metrics to focus on?
  57. 5) Some thoughts on scaling a business
  58. Use the cloud!
  59. Infrastructure as a service
  60.  
  61. Think Global
  62. 6)What I would have done differently
  63. Testing demand: Sell before you build
  64.  
  65.  
  66.  
  67.  
  68.  
  69.  
  70. Closing Thoughts
  71. Have fun out there!
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