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.

Read More

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). 

Read More

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.

Read More

How to Prioritise Your Growth Strategy

As mentioned in my previous essay about the 19 channels for growth, I promised a follow-up piece on how to prioritise them.

The "bullseye" name and framework was coined by Justin Mares and Gabriel Weinberg due to the three-step approach in reaching bullseye and unlocking your growth. This approach helps you prioritise your growth startegy in a qualitative way that provides more insight than just picking a channel out of thin air. 

Read More

5 Podcasts to Listen for Entrepreneurs, Growth Marketers and Tech Enthusiast

When I’m not listening to True Crime podcasts, I’m listening to more uplifting and aspirational ones. Ones that get me talking, thinking and sharing. I believe to be a huge channel of growth for some of these podcasts due to the voume of WOM marketing I do.

With this in mind, I thought I'd make it formal and write a small synopsis on which podcasts you could be listening to to stretch your mind.

Read More

Are There Really Only 19 Channels For Growth?

When strategising on how to grow Dribble, the book "Traction" by Justin Mares and Gabriel Weinberg (which is amazing), was a go-to resource. They did a tonne of research into customer acquisition channels, interviewed startups and founders to hear their success stories on how they grew, and ended up with a pretty concrete list of 19 channels for growth.

The theory behind this list is that they are the only true channel groups that spur on growth, and within it you can find the 1-2 channels that will scale your business. However, I wanted to dig a little deeper into a few success stories to understand whether we need to add, subtract or keep the same number of channel groups on this list. 

Read More

4 Things I Wish I Knew When Cofounding My Startup

When you're in the (startup) trenches its pretty difficult to see over the banks. Not only is there a wall of dirt in front of you, but you are also victim to tunnel-vision. You're working on that integral campaign, feature or creative that NEEDS IMPLEMENTING ASAP, no matter how small it is. In fact, there's so much tunnel vision that the size of said feature or campaign doesn't even register. To you, it's the be-all and end-all. The only thing that matters.

This has happened to me. A lot. Trying to keep an eye on the big picture while getting down and dirty with growth is no easy feat, and I'll be honest, it's still an ongoing battle. 

But, now I'm here writing this essay roughly 2 years after those trenches with the luxury of being able to reflect on what I wish I knew. And oh how it looks so easy from here. How simple, how rudimentary. I have no idea why I struggled so much. 

Read More