The Ledger
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WhatsApp managed 1.5 billion users with just one product manager
“When I joined WhatsApp, it had a billion and a half users, and it really only had about one product manager, about two to three data people working on it.”
Growth leaders rely too much on hacks instead of core product mechanics
“I see far too many growth leaders jump to notifications, upsells, or things like that. But in my experience, there's usually one thing that drives most of the results and people get too bogged down in trying a hundred growth hacks to actually move a number, bu…”
WhatsApp retention depends on having one key contact, not total contacts
“One of the things that matters a lot is having people to talk to, and so the more people you have to talk to, the more likely you are to stick around on using WhatsApp, but actually that's not the thing that matters. What matters is the one person that you wan…”
Early-stage growth teams should target 50% wins, not 1% optimizations
“If you're an early stage company, if you're an early stage product, you're looking for something that clearly impacts top line growth. You're not looking for one percent wins. Sometimes not getting a clear signal is a signal in itself. And I think that, you kn…”
Startups should not hire growth teams before achieving product-market fit
“The moment that you're looking for is that the product has a core product market fit, and at least one channel is working for bringing in some new users. It doesn't have to be huge, but it has to be consistent and reliable and stable. If it's not there, to me,…”
Growth teams should be kept to one to four people for speed
“And so when you think about that, if you have a huge team, it is more complex to get anything done because you're having to coordinate across a bunch of people. And so the thing that I look for is, is there, you know, One to four people that can get something …”
Operational roles teach empathy and scrappiness that college-grad PMs lack
“In those roles, you kind of learn a level of scrappiness, you learn customer empathy, you learn humility that sets you up for success in a bunch of ways that like, you know, the traditional kind of PM that has started right out of college doesn't necessarily h…”
Avoid using live company problems for candidate case studies
“I think it's like really important not to just do case studies about the problems you have in front of you, because it kind of makes the candidate feel like they're just doing free work.”
WhatsApp user growth in the US has sometimes been flat or negative
“The United States has been a country where WhatsApp has some adoption but has it quite reached a scale of you know, total growth and it's sometimes been flat and sometimes even negative over that course of time.”
Ryan Wiggins helped grow WhatsApp Business to 100 million monthly active users
“Over the four years that I spent at WhatsApp, we were able to found, find huge improvements in things like WhatsApp business, taking a product from zero to a hundred million monthly actives”
Scaling user acquisition before fixing conversion and retention is a mistake
“Growth is a system. And often when I get asked to come in and grow something, what most people are actually, you know, think they're asking about is growing acquisition, but I actually think that's where it's totally wrong because often if you look at the kind…”
Fixing the consumer-to-business chat transition doubled WhatsApp Business retention
“And so one of the things that we started to do before we actually focused on pouring fuel on the fire with acquisition was we fixed that initial transition that the common cluster was going through. That basically doubled retention and was kind of a angle chan…”
WhatsApp's search-bar invite prompt drove 10x more invites than other attempts
“The thing that we found was that an entry point, when you're searching for someone that doesn't have WhatsApp, Was the top entry point. It kind of became 10 X bigger than any other entry point.”
Founders should hire a senior growth leader early to design growth systems
“I think you should bring in a growth leader pretty early once you do kind of understand that it's time to grow, because you want that person to basically architect the system of growth that you're building for your company.”
Zero acquisition after pausing ads proves a product lacks organic traction
“If you're running ad campaigns, if you turn them off, what happens? And if it totally goes to zero, you actually don't have something that's working because you're not starting to see that you know, organic adoption is happening.”
The worst growth hires rely on generic playbooks instead of product curiosity
“In the worst cases, the thing that I see is, you know, someone that is just kind of, Running a playbook. Someone that is, you know, just doing the thing that either their company would do or, you know, we could find on a blog or things like that. Like to me, y…”
Growth hires require stronger equity upside than standard roles
“One dimension that I think is really important for a growth role that is slightly different than maybe some other roles is that you really want skin in the game so that the growth person has, you know, equity upside in the problem.”
US first growth hires command $150k to $250k cash plus equity
“In the United States, which again is maybe not an assumption that I should have, but in the United States, I think it's a reasonable assumption that a 150 to two 50 cash and then some sizable equity packages is the range that you're looking for.”
First-month growth quick wins like new notifications are a red flag
“If someone's just coming in and, you know, launching a new notification in their first month, they're probably looking for the quick wins that kind of show that they're looking they're making progress, but not Things that are actually going to lead to long-ter…”
Managers are always happier after firing underperformers than they expect
“But, you know, the thing I found about letting people go is that you're always happier When we do, then you ever would expect.”
Mercury's self-serve product demo generated over 1,000 sign-ups and major deposits
“I mean, over a thousand accounts have signed up. We've had some huge deposits, basically sales size deposits have come in without talking to anyone.”
Churn in network-effects products is visible only when it is too late
“Because it's a network effects product, that if you do start to see it, it's actually too late.”
Overuse of push notifications and email has created channel blindness
“I think that email and push notifications are something that has been so overused that it actually has led to channel blind. No one's excited about them. They die a quick death and when someone, you actually like annoy someone to the degree that they turn it o…”
Running ad campaigns will continuously become more expensive due to video formats
“Ad platforms are always getting more expensive. They're always more constrained. And if you particularly look at some of the trends that are happening with moving to richer formats like TikTok, it's just more expensive to create basic content. And so I think t…”
Mercury scaled to serve over 100,000 startup customers by May 2023
“And since then, about two years in we've scaled to over a 100,000 startups”