Getting growth on App Store – Meetup Pune

5 Million+ Downloads

In Product Land

• Marketing needs to be aligned with product, cannot be separate.

• AARRR framework for startups is the go to model for customer lifecycle.

• Best definition of Growth Hacking is – set of tactics or best practices to deal with user growth.

• Product Marketing/Management mixed.

AARRR

• Acquisition – Use multiple sources to get users• Activation – Onboard users to your site/app. • Retention – Make sure users are coming back• Referral – Delight the users so that more

come• Revenue – Finally make money of the users.

Need to run experiments to increase conversion %tages in every stage.

• Focus on each step during beta or testing

Slide by Martin Griffel

By Andy Carvell

• Cross Sell – Chartboost, Email etc• ASO – Sensor Tower & iteration• PR - Self• Paid Channel - Self• Partnerships – Apple, Google• Viral – creating viral loops in the game.

PR = Hustle + Magic• Quantify your targets. Profile where your

target market reads stuff.• Build relationship with writers and don’t just

do a PR blast get their beat.• Personalize pitches – A/B test subject lines,

use gmail plugins for read rate.• Meet them if possible.• Magic = Timing it needs to be right. • Use alternatives like Product Hunt it is

awesome for early adopters.

What can you do right now?

Image courtsey tapstream

Case Study Organic

• Rolomotion seeded beta to media/super users • Measured PR • Created Video pitch for Platform support• 10,000 sign ups in 1 week!• Planned launch campaign• App Store Feature – confirmed before release• What we missed?

Some real life hacks we did

• Our first game Touch Squash.• First game no brand.• Partnered with Dunlop sport to get branding –

got money from brand + credibility for app.• Downloads increased!

Some real life hacks we did

• Price drop – Flick Tennis.• Timed during French open. Hustled online.• Got 400k Free users in 3 days that we

monetized with ads.• Paid conversion increased 200%• Reached #1 Free overall app in Germany,

Spain, Italy, Canada, India and many more.

@anuj_tandon, @rolocule

Thank You