When storage, not ads, became the growth engine

Part—2

View previous episode in PART 1

Or features ✗

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incentive alignment

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Growth designed into the product

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Both users get more storage.

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More

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helping a friend.

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Momentum returned organically

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became the channel.

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Dec'10 4M users

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What do we learn?

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designing the

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When storage, not ads, became the growth engine

How Dropbox Escaped a Near-Stall

PART 2/2

Part—2

Or features ✗

Or product- market fit ✗

Or pricing ✗

the issue wasn’t awareness

the issue wasn’t awareness

For Dropbox,

For Dropbox,

incentive alignment

It was

the issue wasn’t awareness

the issue wasn’t awareness

For Dropbox,

For Dropbox,

Growth designed into the product

A Structural Shift

Both users get more storage.

Dropbox gains growth.

Win-win for all.

Invite a friend.

Dropbox introduced referrals

Dropbox introduced referrals

More

Value

Just

No discounts.

No discounts.

No ads.

No ads.

helping a friend.

helping a friend.

It feels like

like promotion.

Sharing stops feeling like promotion.

Momentum returned organically

When the Loop Formed...

became the channel.

created the next one.

The product

Each new user

Dec'10 4M users

Sep'09 2M users

Sep'08 100K users

What do we learn?

The Takeaway

designing the

We Learn That...

right loop.

Growth need not come from

louder marketing.

Sometimes, it comes from

- Keep upskilling.

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