After replicating our growth model across countries, we built heat maps comparing the performance of key variables to highlight countries that performed particularly well or poorly for each variable. This has the exact same inputs as our growth model spreadsheet down the Y axis, and on the X axis you'll see all the different countries we've created growth models for.

The data has been removed from this spreadsheet to preserve confidentiality.

This analysis resulted in several critical insights that helped Quizlet begin to develop market-specific growth strategies and playbooks based on:

Which core growth loops were strongest in each market: While Quizlet’s four core growth loops existed in some capacity across all international markets, we found that certain loops performed more strongly in certain countries vs. others. For example, some countries grew primarily through UGC-Driven SEO, whereas other countries relied more on Word of Mouth to power user growth. We also observed patterns in which types of countries tended to be more SEO vs. Word of Mouth driven that led us to more insights.

How core growth loops operated differently across markets: We discovered that the underlying dynamics powering core growth loops differed across markets. For example, in some countries teachers drove the majority of sharing and referrals fueling our Word of Mouth loop, whereas in other countries, students drove more of this activity.

Where core growth loops were constrained: Finally, we could take any growth loop, break it down into parts, and identify where the loop was constrained in each country. For example, we deconstructed our UGC-Driven SEO loop into variables for the percentage of users who became content creators, the amount of content created by each creator, the percentage of content indexed and ranked by search engines, the amount of traffic generated by ranked content, and the performance of this traffic. This analysis showed us that in some countries we had a content creation problem and needed to encourage more users to create more content, whereas in other countries we had a technical SEO problem we needed to fix to get more existing content ranked.

The color coding in this document is illustrative and not reflective of the actual data.

In the working heatmap, if a number is in green, it means that country is performing particularly well on that variable relative to all the other countries in the sample set. If it's red, that country is performing relatively poorly. You can start to visually identify patterns by looking at any given variable and comparing performance across countries.

Phil Carter

After replicating our growth model across countries, we built heat maps comparing the performance of key variables. This analysis generated critical insights that helped Quizlet develop market-specific growth playbooks.

Growth Model Analysis: Country Comparisons at Quizlet

Growth Model Analysis: Country Comparisons

Acquisition Assumptions

Retention Assumptions

Monetization Assumptions

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