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A presentation at #startathon
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I’ve got a product idea, now what? Ryan Lou
Founder, Krawst Tweet: @RyanLou
How to become an instant hit?
Innovate in a new space / use word of mouth
How to become an instant hit?
Surprise people with a price point ($347)
How to become an instant hit?
Amaze people with something unexpected
How to become an instant hit?
Meet a criNcal TOUCHpoint / underserved market
How to become an instant hit?
Be influenNal to start with
OR
Most important lessons
• Only scale growth once you have something to grow • Focus on your core experience first • Constantly improve your product
About me: Ryan Lou
• Involved in startups since 2007 • 3 years markeNng in the US • Lone founder (mostly) • Self-‐taught programming (Python / Django)
• Startup Chile (2012) • Volunteer docent at SG Zoo
Meet people in a new city through discovering places / acNviNes
A weekend project
Playlists+ • Discover indie music • Youtube playlists • Play and forget • Users suggest songs to
add to playlist
hap://music.krawst.com
CollaboraNon with @shuq
Delivering Product Value
What is markeNng?
hap://www.youtube.com/watch?v=lAl28d6tbko
It’s not magic
Data
Marketing
Product
QuesNon: How many Nmes (globally) do people ‘Google’ Google each month?
First things First
Globally 923 MILLION people search the term “Google” on
Google each month
First things First
Globally 923 MILLION people search the term “Google” on
Google each month
What happens when they search for you?
What’s the ONE CORE ACTIVITY of your product?
How can you get people there as fast as possible?
1 Core acNvity: Discover new indie arNsts
Growth Technique: Focus on the metrics that count (RetenNon First)
Early focus was on geFng any individual to 7 friends in 10 days.
Get users to 5-‐10 twiNer accounts in their first day on twiNer.
Goal: Get users to listen to the first 3 songs in any of the playlists
Lessons learned: 1) Must first be playable
Goal: Get users to listen to the first 3 songs in any of the playlists
What the site looks on mobile.
Goal: Get users to listen to 3 songs
Lessons learned: 1) Must first be playable 2) Cater to different user preferences
Goal: Get users to listen to the first 3 songs in any of the playlists
Lessons learned: 1) Must first be playable 2) Cater to different user preferences 3) User experience >>> Design elements
NL Form Jquery plugin
<opNon><select> to <div> but slowed down playlist change
Do people back come to see random pictures?
Minimum Viable Product?
What’s missing? Song Ntle, playlist view, share buaons, USER ACCOUNTS
Growth Technique: Clearly define who you’re targeNng
Find your honey hole
Step 1: Follow someone on Twiaer
Step 2: Link to landing page in profile
Step 3: Collect email addresses
ArNsts you’ll never find on Playlists+
Growth Technique: Leverage Super Plauorms
AirBnB
AirBnB
Pitching journalists
Source: hap://www.slideshare.net/adamsmith1/from-‐zero-‐to-‐a-‐million-‐users-‐dropbox-‐and-‐xobni-‐lessons-‐learned?from_search=6
Tips for pitching the press
1) Pick the right publicaNon 2) Pitch only 1 feature
3) Focus the story on specifics
hap://www.growhack.com/2012/10/17/how-‐brandyourself-‐unexpectedly-‐got-‐60k-‐users-‐in-‐60-‐hours/
Keith Rabois, the Former COO of Square
• First grow based on real value
• Growth hacking is an observaNonal science
• Feature design is the new markeNng
“Nothing works beaer than improving your product.” — Joel Spolsky, Stack Exchange
“Nothing works beaer than improving your product.” — Joel Spolsky, Stack Exchange
But first: When you start a project, make sure you finish it, even if no one uses it.
I’ve got a product idea, now what? Ryan Lou
Founder, Krawst Tweet: @RyanLou
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