Growth · Wallapop · 2023

How we built a Growth team from scratch

00 The challenge

As Wallapop became Spain’s leading second-hand marketplace, the need for a dedicated growth team became clear.


Once the first growth team was formed, we faced two major challenges:

  • Building a growth strategy from scratch

  • Cultivating an experimentation culture throughout the team and the organization –this involved establishing processes, generating reports, and developing methods entirely from scratch.

The process we followed to create this Growth strategy

01 Understanding the strategic opportunity

At this stage, we needed to define our team’s goals and identify the impact metrics aligned with both: our tribe’s objectives and Wallapop’s overall growth vector.

To do so, we decided to focus primarily on activation as the key driver of impact

02 Funnel diagnostic

We created a funnel by combining user insights, competitor analysis, and data insights to identify potential growth areas through bounce rates and performance gaps.

We mapped each area with potential causes (assumptions), linked them to supporting evidence, and defined an expected impact.

Based on confidence and impact, we then prioritized these inputs to identify key opportunities.

To support this process, we created our first opportunity mapping tree.

03 Opportunity assessment

04 Ideation

We ran a team ideation session using HMW questions and defined experiments by choosing the right format (A/B, POC, or fake door).

05 Delivery and analyze

Once the ideas were prioritized, we developed the solutions, analyzed the test results, and decided whether to iterate or kill them.

Our opportunity mapping tree

Below are some of the initiatives we worked on, grouped within an opportunity mapping tree to highlight how each one connects to our core goals and impact areas.

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