The a16z Show6 Apr 2022

The Basics of Growth Marketing: Engagement & Retention

After achieving product-market fit and starting to gain users, how do startups then avoid the "leaky bucket" problem of losing users as quickly as they gained them? By focusing on user engagement and retention, startups can not only keep their hard-won customers but also ensure that each new cohort of users gets more and more value out of their product.

This episode is part two in a two-part series on the basics of growth. Featuring a16z general partners Andrew Chen (formerly of Uber and author of the book, The Cold Start Problem) and Jeff Jordan (formerly of OpenTable, eBay, Disney, and more), in conversation with Sonal Chokshi, the conversation goes deep on many aspects and nuances of engaging and retaining users: from how network effects come into play and if there is really a magic number or "aha" moment for a product to who are the power users and the power user curve for measuring, finding, and retaining those users.

For a deeper discussion on user acquisition, check out last week's episode, the first part of this series.

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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

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