"User Growth Methodology" Author: Huang Yongpeng Publisher: Machinery Industry Press

Introduction

This book is a systematic user growth methodology book. It explains the thinking and methods of user growth at the strategic level, and the execution points and practical experience of user growth at the tactical level. It is a summary of the author's experience in user growth work at Tencent, Baidu and Alibaba for more than 10 years, and has been unanimously praised and recommended by user growth experts from more than 10 Internet companies such as Baidu, Tencent, Alibaba, and Didi.

Compared with existing books on user growth and growth hacking, this book has three major differences:

First, it scientifically extends the timeline of user growth. User growth is divided into three stages: "user growth before the product, user growth during the product life cycle, and user growth outside the product life cycle." The first and third stages are often overlooked.

Second, it provides a set of user growth methodologies from strategy to tactics. The core is how to achieve user acquisition, activation, retention, monetization, and recommendation through factors such as products, markets, operations, data, creativity, and channels.

Third, we have built a cyclical user growth system. The three stages form a closed-loop value chain for user growth, with growth at the center. The three links move and change around "growth" over and over again, allowing users to grow continuously.

This book is organized according to the three stages of user growth and is divided into three parts:

Part 1: User growth before the product appears: Find the root cause of user growth.

It mainly talks about how to think about growth from the source. User growth must be put first. Before developing a product, the fundamental driving factors of user growth must be found. It includes how to define user pain points and needs, the five dimensions of user pain point insights, and the value analysis of user growth.

Part 2: User growth during the product life cycle: rapidly triggering user growth.

It mainly introduces how to achieve user growth throughout the entire life cycle from the product entering the development stage to the end of the product life cycle. This includes verifying pain points through MVP; formulating the North Star indicator for user growth; driving user growth through products, creativity, channels, data and circles; and how to acquire, activate, retain, monetize and self-propagation users.

Part 3: User growth that breaks through the product life cycle: starting the second curve of user growth.

How to avoid product death and stagnant growth? This requires us to find and start the second curve of user growth. This section mainly talks about the methods and precautions for finding the second curve, such as how to start the second growth curve through derivative pain points and disruptive pain points and enter a new growth cycle mode.

About the Author

Huang Yongpeng

A user growth expert who has successfully built 5 products with over 100 million users and daily active users for BAT.

He has more than ten years of experience in the Internet and user growth field, and has worked in Tencent, Baidu, and Alibaba in the areas of marketing, branding, and operations for user growth.

We once used the dividend of mobile Internet to bring about rapid growth in users, and when the dividend of mobile Internet gradually disappeared, we thought about how to drive growth through refined operations. We have done activities that brought in millions of new customers at almost zero cost, and we have also done projects that brought in hundreds of millions of turnover through large-scale campaigns . We have spent hundreds of millions a year on user growth, and we have also experienced using only 500,000 to leverage user growth in half a year. We have done many creative and operational activities that have gone viral on the Internet, and we have also won industry awards such as ONE SHOW , Dragon Seal, Golden Investment Award, Golden Touchpoint, 4A Gold Seal, Golden Lion Award, and Tiger Roar Award.