An Intro to Growth Hacking

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    15-Jul-2015

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  • growth hackingElia Mrling

    Swedish Growth Hackers Meetup 23/4

    @TRIBALING ELIA@TRIBALING.COM

    LINKEDIN.COM/IN/EMORLING

  • Help crowdfund the growth Hacker deck

    HTTP://GROWTHHACKERDECK.COM/

  • The worlds first wearable private cloud

    REVAULT.IO

  • overview

    Lets talk growth

    Growth engines

    Growth hacking

    Growth sweet spots

  • LETS TALK GROWTH

  • build it & they will come

    source: http://www.terminally-incoherent.com/blog/2013/11/04/what-

  • Gabriel WeinbergJustin Mares

    almost every failed startup has a product. what failed startups dont

    have are enough customers

  • QUICK FIX

  • SYST

    EM

  • SYST

    EM

    Improvable

    Repeatable

    Teachable

    Sustainable

  • MICAH BALDWIN, mentor at techstars and 500 startups

    in the absence of big budgets, startups learned how to hack the system

  • growth curve

  • startup growth curve

  • what do you need to do growth hacking?

  • Tidala great product

  • Tidal not because you say, but because your

    users doa great product

  • in ebb, not flow

  • the 4 hour chef

    300,000 downloads in the first week

    85,000 visits to Amazon book page

  • moving the needle

    HypergrowthGrowth

    TractionProduct

    market fitDiscovery

  • starting small

    HypergrowthGrowth

    TractionProduct

    market fitDiscovery

  • growing big

    HypergrowthGrowth

    TractionProduct

    market fitDiscovery

  • mind the trap

    HypergrowthGrowth

    TractionProduct

    market fitDiscovery

    XX

  • growth hacking

    Growth is seldom a hockey stick

    Never slap lipstick on a pig

    Adjust your growth tactics to your growth stage

  • THE GROWTH ENGINE

  • a system of interconnected recurring activities

  • startup framework for founders

    aarrr

  • CUSTOMER JOURNEYHEAR ABOUT

  • BEFRIEND

    CUSTOMER JOURNEYHEAR ABOUT

  • BEFRIEND

    CUSTOMER JOURNEYHEAR ABOUT

    COME BACK

  • BEFRIEND

    CUSTOMER JOURNEYHEAR ABOUT

    COME BACK

    SHARE

  • BEFRIEND

    CUSTOMER JOURNEYHEAR ABOUT

    COME BACK

    SHARE

    BUY

  • CUSTOMER STATEHEAR ABOUT

    awareinterest

    BEFRIENDdesiretrust

    COME BACKsatisfied

    SHAREpassionate

    BUYconvinced

  • AARRRACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

  • THE BIG 5 How do we create awareness and interest?

    (Acquisition)

    How do we build trust and desire, so that we can build relationships? (Activation)

    How do we get them to come back? (Retention)

    How do we get them to share about us? (Referral)

    How can we earn more money? (Revenue)

  • acquisitionthe growth hacking card deck

  • retentionthe growth hacking card deck

  • referralthe growth hacking card deck

  • ACQUISITION# visitors

    ACTIVATION# list members

    RETENTION# returning

    REFERRAL# referred

    REVENUE# $$$

    KPI

  • LANDING PAGE

    PRODUCT

    VIRAL LOOP

    CONVERSION

    THE PARTSSEGMENTATION

    CHANNELSMESSAGING

    FUNNEL

  • Growth engine perks Interconnected recurring activities that help us

    grow

    Constant improvements through hack, measure, learn

    Escalates our learning

    Ecient time and money spending

    Bridging strategy and tactics

  • THE GROWTH HACKING ROUTINE

  • what do devs do when faced with a large task?

  • break it down

  • sprints

    2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w

  • HACK

    MEASURELEARN

  • HACK

    MEASURE

    experiment

    KPI

    hypo

    thes

    is baseline

    analysis

    LEARNpivot/preserve

  • agile growth development

    2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w

  • What happens on each orange line?

    2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w

  • recurring growth hacking meeting

  • ACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    1. MONITOR+25 referrals

    -100 returning users

    +10 customers

    +50 signups

    +1000 visitors

  • 2.analyze

    +1000 visitors

  • 3. preserve?

    +1000 visitors

  • ACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    4. SELECT FOCUS+1 ambassadrer

    -10 terkommande

    +3 kunder

    +5 signups

    +100 beskare

  • 5. design hacks

  • meeting agenda1.Monitor KPI

    2.Analyze

    3.Preserve?

    4.Select focus

    5.Design hacks

  • growth hacking perksWe can constantly improve our growth engine

    We can experiment, and still minimize risk

    Focus on what matters the most, so that we spend our time and money wisely

    A routine that can be practiced and taught

  • summary

    A growth engine is a series of interconnected recurring measured activities that help us grow sustainably

    Growth hacking uses hack-measure-learn to continuously improve our growth engine with minimal time, eort and risk

  • SWEET SPOTS

  • CAC < LTVACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

  • BRAND COMMUNITYACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

  • VIRAL LOOP1

    2

    ACTIVATION

    RETENTION

    REVENUE

    REFERRALACQUISITION

  • www.growthhacker.tv

    Communities

    www.growthhackers.com

    Facebook group

  • podcasts

    the growth hacking podcast

    the call to action podcast

    growth onion

    I love marketing

  • books

    Contagious

    Growth engines

    Traction

    Lean customer development

  • HTTP://GROWTHHACKERDECK.COM/

  • lets be friends@TRIBALING

    ELIA@TRIBALING.COM