Systems, not Silos

Channel dynamics: the law of habit transition

• Insert ourselves into existing habits. For example, Twitch initially grew by posting things on YouTube. YouTube grew by allowing people to embed videos on pages like Myspace. Myspace grew by blasting emails.

• We do not control Channel dynamics

  • Google SEO - we can’t control ranking changes
  • Facebook Ads - cpc/cost algo, ad formats, targeting capabilities
  • Email → Spam, promo algo, inbox experience

• Find product-channel fit. Channels do not mold to products.

  • If you’re looking for SEO, need to guide users to create content that does well in SEO rankings.
  • Virality - find something that makes the content viral and easy to share on other channels.
  • Paid - quick time to value, short feedback loops.

• For each channel you need to mold the product. For example, in gaming the successful companies were different as new channels evolved:

  • Casual - popcap, king
  • Social - Zynga, Playdom
  • Mobile - Supercell, Glu
  • VR - ? we’ll see.

• Channel model fit

  • Monetization needs to be based on the channel too.
  • If low ARPU, you need to focus on Low CAC (facebook, whatsapp, etc.)
  • If High ARPU, can do other channels

  Acquisition module preview

  Acquisition is the second piece, after retention.

  We will look at:

  1. Acquisition Loops
  2. Viral loops
  3. content loops
  4. paid loops
  5. sales loops
  6. managing strategy