Philipp Klöckner

CMO, Advisor, Angel InvestorSEO & GROWTH

Foto: Karl Kratz

DEMYSTIFYING

GROWTH HACKING

CHAPTER ZEROWHY GROWTH?

Venture Capital is financing a bet

on Critical Mass and Network

Effects.

CHAPTER ONEORIGIN & DEFINITION

„A person whose true north is growth.”

“Everything they do is scrutinized by its potential impact on scalable growth.”

Sean Ellis

Source: http://www.startup-marketing.com/where-are-all-the-growth-hackers/

“Whenever you hear anyone talk

about ‘growth hacks’ ,

just mentally translate it in your

mind into ‘bullshit’.”Paul Graham

CHAPTER TWONO SILVER BULLETS

„There are no silver bullets…“

1,01365 = 37,8x

Baby Steps – Lead Bullets

CHAPTER THREETHE GROWTH HACKING MINDSET

• User & Product Focus• Analytical & Data-Driven• Testing Mentality• Agility & Speed• High Degree of Freedom• Ruthless Prioritization

What‘s the fastest growing

structure on Earth?

„

• User & Product Focus

• Analytical & Data-Driven

• Testing Mentality

• Agility & Speed

• High Degree of Freedom

• Ruthless Prioritization

= STARTUP MENTALITY

Growth Hacking (usually) doesn‘t work in

CHAPTER FOURGROWTH HACKING vs. MARKETING

10 x

10 x

CHAPTER FIVEFIND YOUR TRUE NORTH METRIC

Input Process Output

REAL GROWTH HAPPENS HERE!

• Vanity Metrics• Visits/Sessions• Clicks• App Installs

• Growth Metrics• Sign-Up Conversion• Retention• Time Spent in App• Monthly Active Users (MAU)• Average Revenue per User (ARPU)

CHAPTER SIXPIRATE METRICS: AARRR!

© Dave McClure

© Dave McClure

CHAPTER SEVENUNDERSTAND GROWTH DRIVERS

© pip.net (2017)

© pip.net (2017)

CHAPTER EIGHTIDENTIFY THE „AHA MOMENT“

• Key Interactions that create value for the user

• Core Action that creates Loyalty and Retention

• Data Point that seperates Power-Users from Churning

Users

• Recurring Patterns

• Network Density (x connections in x days)

• Active Contribution (x pieces added)

• Frequency (Returning within timespan x)

• Twitter: Following 30 people

• Facebook: Adding 7 friends in 10 days

• Zynga: Day 1 retention

• Dropbox: 1 file upload

• Pinterest: 1st pin

• YouTube: 1st video upload

• Slack: 2,000 Messages

• Zalando: MyFeed curation

CHAPTER NINEYOU CAN‘T GAIN, IF YOU CAN‘T RETAIN…

CHAPTER TENA FEW EXAMPLES

HACKING WORD OF MOUTH

https://medium.com/airbnb-engineering/hacking-word-of-mouth-making-referrals-work-for-airbnb-46468e7790a6

ONEPLUS HACKING INVITES

ONEPLUS HACKING INVITES

Anzahlung

$276.000.000

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CMO, Advisor, Angel InvestorSEO & GROWTH

Foto: Karl Kratz

THE END