You are not your product's customer

Editor’s note: this essay tackles a problem my cofounders and I faced a few years ago during my time at Dribble. This conundrum is still prevalent for many founders today. Additionally, I am currently a digital marketer at GoCardless but remain an investor at Dribble.

When building your product, it’s natural for you to build it for yourself. I mean you are building this product to help with a problem you personally want to stamp out of existence, right? At least that’s the case for some.

So building the product for you as a customer is a great place to start.

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The Most Transferable Conversion Funnel of All Time

I have mentioned these metrics a lot in almost every essay, because they are THAT important.

The pirate metrics were coined by veteran (now disgraced) VC, Dave McClure from 500 Startups with the vision that they are the only true metrics that prove the health of a startup. They form a very adaptable conversion funnel that can be used for every business model. I literally can't think of one that won't work.

A B2B, B2C and B2B2C will have the exact same stages on this funnel, just focusing on different OMTMs (e.g. messages sent, uploads, games played, ARPPU). 

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How To Run A Growth Experiment

In order to get the most out of your growth strategies, having a clear cut process in running growth experiments is paramount. As long as you approach this with some scientific methods - allowing any test to be analysed from a quantitative perspective - then you are on a good path. 

A simple scientific experiment outlined below can be found in any secondary school textbook.

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