Growth Hacking & Growth Engines

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    14-Jul-2015

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  • Growth hackingElia Mrling for Hyper Island 12/2

    @tribalingelia@tribaling.com

  • @TRIBALING ELIA@TRIBALING.COM

    LINKEDIN.COM/IN/EMORLING

    lets be friends

  • ALEXANDRIA STOCKHOLM BJRKA-SBY3

    LIVES

    ELIA MRLING

  • underwater networks

    crowdsourcing apps

    app store for the web

    wearable private cloud

    STARTUPS

  • Tribaling.com

  • INTRO

  • ToolsCraftmanshipNetwork

  • TH

    E SYST

    EM

  • 100 000LIKES

  • Framework for building a growth engine

    Growth hacking method for improving the engine

    Growth hacking routine

    Unique insights about growth hacking, that required 20 years crash-and-burn

    what to expect

  • STARTUPS LEADING THE WAY

  • build it & they will come

    source: http://www.terminally-incoherent.com/blog/2013/11/04/what-happens-to-nuclear-power-plants-during-a-zombie-apocalypse/

  • almost every failed startup has a product. what failed startups dont have are enough customers Gabriel WEINBERGjustin mares

  • HOW COULD THEY BEAT US TO IT IN 6 MONTHS?

    source: http://dealbreaker.com/2012/01/bonus-watch-12-goldman-sachs-morgan-stanley/

  • runway

    burn rate

  • NO TIME FOR MONKEY BUSINESS

  • in the absence of big budgets, startups learned how to hack the system MICAH BALDWIN, mentor at techstars and 500 startups

  • THE GROWTH HACKER

  • GROWTH HACKING

  • validated learning

    source: http://www.allbusinessideas.net/what-is-risk-management/

  • HACK

    MEASURELEARN

  • HACK

    MEASURELEARN

    experiment

    KPIpivot/preserve

  • HACK

    MEASURE

    experiment

    KPI

    hypo

    thes

    is baseline

    analysis

    LEARNpivot/preserve

  • ScalableMeasurableAchievableRepeatableToxic

    smart growth hacks

  • We 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

    growth hacking perks

  • THE GROWTH ENGINE

  • a system of interconnected recurring activities

  • growth engine

  • CUSTOMER JOURNEYHEAR ABOUT

    SIGN UP

    COME BACK

    SHARE

    BUY

  • CUSTOMER STATEHEAR ABOUT

    awareinterest

    SIGN UPdesiretrust

    COME BACKsatisfied

    SHAREpassionate

    BUYconvinced

  • startup framework for founders

    aarrr

  • ACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    AARRR

  • ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    ACQUISITION X

    X X

    TRADITIONAL

  • ACQUISITION# visitors

    ACTIVATION# signups

    RETENTION# returning

    REFERRAL# referred

    REVENUE# $$$

    KPI

  • 4. VIRAL LOOP

    2. MVP3. CONVERSION

    1. SEGMENT

    3. FUNNEL

    3. CHANNELS

  • How do we create awareness and interest in our product? (Acquisition)

    How do we build trust and desire, so that they give us permission to contact them again? (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)

    5 questions

  • Interconnected measured recurring activities that help us grow

    Constant improvements through hack, measure, learn

    Escalates our learning

    Ecient time and money spending

    Bridging strategy and tactics

    growth engine perks

  • 3 SWEET SPOTS

  • ACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    CAC < LTV

  • ACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    BRAND COMMUNITY

  • ACQUISITION

    ACTIVATION

    RETENTION

    REFERRAL

    REVENUE

    VIRAL LOOP1

    2

  • THE GROWTH HACKING ROUTINE

  • ACQUISITION10000 visitors

    (+1000)

    ACTIVATION300 signups (+30)

    RETENTION1200 returning

    (+20)

    REFERRAL50 referred (-25)

    REVENUE$1 00 000 (+ $10 000)

    1. HOW DID WE PERFORM?

  • 2. WHYfacebook ads

    prod e-mails

    ACQUISITION10000 visitors

    (+1000)

    ACTIVATION300 signups (+30)

    RETENTION1200 returning

    (+20)

    REFERRAL50 referred (-25)

    REVENUE$1 00 000 (+ $10 000)

  • 3. EXPERIMENTS TO KEEPfacebook adsACQUISITION10000 visitors

    (+1000)

    ACTIVATION300 signups (+30)

    RETENTION1200 returning

    (+20)

    REFERRAL50 referred (-25)

    REVENUE$1 00 000 (+ $10 000)

  • 4. SELECT FOCUSACQUISITION10000 visitors

    (+1000)

    ACTIVATION300 signups (+30)

    RETENTION1200 returning

    (+20)

    REFERRAL50 referred (-25)

    REVENUE$1 00 000 (+ $10 000)

  • 4. EXPERIMENTS TO RUNleaderboard

    win-win invitation

    ACQUISITION10000 visitors

    (+1000)

    ACTIVATION300 signups (+30)

    RETENTION1200 returning

    (+20)

    REFERRAL50 referred (-25)

    REVENUE$1 00 000 (+ $10 000)

  • 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

    summary

  • i want your feedback@TRIBALING

    ELIA@TRIBALING.COM