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How Retention Drives Growth

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Dan Olsen
Product Management Consultant and Trainer at Olsen Solutions
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Global Growth Marketing Conference 2019
December 10, 2019, San Francisco, USA
Global Growth Marketing Conference 2019
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About the talk

Many companies focused on growth spend a lot of time and money trying to optimize their acquisition or conversion. However, these efforts are often unsuccessful because many of them have a “leaky bucket” problem without even realizing it. Product management expert Dan Olsen will show how a company can’t really be effective at growth until it has healthy customer retention. Dan will share advice from his book The Lean Product Playbook on how to think about and optimize your retention to create a solid foundation for growth.

00:05 Introduction

00:40 Product-market fit

01:40 What’s the best order to optimize?

02:30 Which product would you rather own?

04:38 The leaky bucket analogy

06:32 Retention rate

10:32 Cohort analysis

14:21 Retention curves for Android apps

16:22 Poor retention inhibits growth

16:56 Quantitative vs Qualitative learning

17:18 The product-market fit pyramid

18:16 Lifetime value

20:05 The best optimizing order after launch

About speaker

Dan Olsen
Product Management Consultant and Trainer at Olsen Solutions

Dan Olsen is a product management consultant, trainer, and author based in Silicon Valley. At Olsen Solutions, he works with CEOs and product leaders to build great products and strong product teams, often as interim VP of Product. His clients include Facebook, Box, PayPal, and One Medical Group. Dan is the author of the bestseller The Lean Product Playbook. Prior to consulting, Dan was a product management leader at Intuit. Dan is the founder of Lean Product, a monthly speaker series in Silicon Valley with over 8,000 members.

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How's it going, everybody? Thanks for coming to my talk. I appreciate it. My name is Dan Olson. And today when we talk with you about how retention drives growth, I won't go into a long background of what I do. But these are some of the companies that help out, I'm a product management, trainer and consultants. And I helped companies like these building, great products and strong team, so b2c and B2B large companies. Startup companies, my Twitter handles at Dan Olsen and my website is just an - Austin, post my videos and slides up there and basically what I help. All these companies

achieve is product-market fit Andresen way back in 2007, in a blog post that he wrote so Marc Andreessen, obviously, you know who invented the Netscape browser. And it's interesting cuz it's a popular term but it hasn't really been that will Define. And so that's basically why was portion of the consultant working with so many different product companies in teams to kind of come up with the model. How to achieve Park Market fit and that's why I wrote the book by the lien product Playbook which is based a guide on how to

achieve Park Market fit, when he's got a new product or a new feature that you're trying to go from idea all the way to go. Thanks man, appreciate it. Thank you. So yes I thought I just start out with a question specific specific scenario that I think comes up a lot. So we're launching, you know, when I can sleep, a lot of us are often launching new products, right? So specifically in that scenario, I want to I want to pose a question to you all that if you just want to see, we just launched in an hour ago and now we got to figure out. We can focus our time on acquisition

and go all in on acquisition optimizing acquisition, we can go all in on optimizing conversion or we can go all in and out to my attention. We got to pick your story like some audience participation, think about which of these three. You would want to focus on if we had just launched our product who

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