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GROWTH HACKING

Growth Hacking Overview

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GROWTH HACKING

WHAT IS GROWTH HACKING?

IT isn’t a Gen Y’s buzzword… it IS a marketing technique

IT isn’t powered by Sith magic… it IS powered by creativity and analytical thinking

Marketer DeveloperGrowthHacker

WHY DO I NEED IT?

Long term growth is a sum of small parts

Source: Brian Balfour’s The First Step To Building A Growth Machine

WHY DO I NEED IT?

Rate of change is accelerating

Source: Brian Balfour’s The First Step To Building A Growth Machine

WHY DO I NEED IT?

And… What works for you, Won’t work for others.

Your audience is different.Your product is different.Your business model is different.Your customer journey is different.

Your business is different. Hopefully!

Source: Brian Balfour’s The First Step To Building A Growth Machine

HOW DO I START?

PROCESS first… TACTICS second.

To continuously generate new growth ideas, test them and learn effectively.

To continuously adapt your tactics to the changing environment.

To to setup a scalable, predictable* and repeatable GROWTH MACHINE

*Somehow predictable. Taking risks and breaking thinks are a part of the GH process

2 LEARNING

1 RHYTHM

3 AUTONOMY AND ACCOUNTABILITY

GROWTH MACHINE

WHERE: Mission, Vision derive your

objectives

HOW: Objective Key Results derive your

to-do

OKR FRAMEWORK

OBJECTIVE: Goal. Tells you where to go. QUALITATIVE.Inspirational. Slightly uncomfortable.

KEY RESULTS: Indicate how you will get there. QUANTITATIVE.Achievable. Quantifiable. Graded.

KR1 : Goal 1 – Easiest (90% chance of being hit)KR2: Goal 2 – Intermediary (50% chance of being hit)KR3: Goal 3 – Hard (10% chance of being hit)

TIME FRAME: 30-90 days.

OKR EXAMPLE

OBJECTIVE: Dominate the worldKR1 : Increase domination from 43% to 51%KR2: Find 2 new alliesKR3: Take over Panama and Suez Canals before Winter

OBJECTIVE: Implement user-testing processKR1 : Conduct at least 4 face to face testing sessions per weekKR2: Receive at least 15 video interviews per month from usertesting.comKR3: Make sure at least 80% of interviewed people are from core target group

Ideal 3 objectives with 3 key results. Maximum 5 objectives with 4 key results.OKRs are public. Everyone can know what you are working on.Grading 60-70% is usually considered good.All must agree. Not dictating.

GROWTH HACKING PROCESS

BRAINSTORMING PRIORITIZATION SPECIFICATION IMPLEMENTATION ANALYSIS AUTOMATION

Brainstorm on the inputs for an expected output

Conversion rate = Step A * Step B * Step C

Create a backlog of experiments

Start with brief description and categorizationPublic document available to whole company.

Output Inputs

GROWTH HACKING PROCESS

BRAINSTORMING PRIORITIZATION SPECIFICATION IMPLEMENTATION ANALYSIS AUTOMATION

Build a framework to prioritize the experiments

Consider impact, resources, probability...

Estimate impact

If successful, [VARIABLE] will increase by [IMPACT], because [ASSUMPTIONS].

Estimate resources

Marketing [TIME] Design [TIME] Engineering [TIME]

GROWTH HACKING PROCESS

BRAINSTORMING PRIORITIZATION SPECIFICATION IMPLEMENTATION ANALYSIS AUTOMATION

Write a Minimum Viable Test specification for your hypothesis

Create an experiment document

GROWTH HACKING PROCESS

BRAINSTORMING PRIORITIZATION SPECIFICATION IMPLEMENTATION ANALYSIS AUTOMATION

Get $#it done

Make sure you can isolate impact [VARIABLE] measurement

Risotto principle. Cook peacefully. Eat when ready.

GROWTH HACKING PROCESS

BRAINSTORMING PRIORITIZATION SPECIFICATION IMPLEMENTATION ANALYSIS AUTOMATION

Validate against your framework

Impact, accuracy…

Log your learning's in the experiment document

Why did you see the results that you did?

Share the results!

GROWTH HACKING PROCESS

BRAINSTORMING PRIORITIZATION SPECIFICATION IMPLEMENTATION ANALYSIS AUTOMATION

Productize success

Feed engineering with …

Review your processes and share the results

Why did you see the results that you did?

[LOOP]