Growth hacking - How marketing and product development has to work together for grwoth
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A presentation at #startathon

A presentation at #startathon

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Growth hacking - How marketing and product development has to work together for grwoth Presentation Transcript

  • 1. I’ve  got  a  product  idea,  now  what?   Ryan  Lou     Founder,  Krawst      Tweet:  @RyanLou  
  • 2. How  to  become  an  instant  hit?   Innovate  in  a  new  space  /  use  word  of  mouth  
  • 3. How  to  become  an  instant  hit?   Surprise  people  with  a  price  point  ($347)  
  • 4. How  to  become  an  instant  hit?   Amaze  people  with  something  unexpected  
  • 5. How  to  become  an  instant  hit?   Meet  a  criNcal  TOUCHpoint  /  underserved  market  
  • 6. How  to  become  an  instant  hit?   Be  influenNal  to  start  with  
  • 7. OR  
  • 8. Most  important  lessons   •  Only  scale  growth  once  you  have   something  to  grow     •  Focus  on  your  core  experience  first     •  Constantly  improve  your  product  
  • 9. About  me:  Ryan  Lou     •  Involved  in  startups  since  2007   •  3  years  markeNng  in  the  US     •  Lone  founder  (mostly)   •  Self-­‐taught  programming   (Python  /  Django)     •  Startup  Chile  (2012)   •  Volunteer  docent  at  SG  Zoo     Meet  people  in  a  new  city  through   discovering  places  /  acNviNes  
  • 10. A  weekend  project   Playlists+   •  Discover  indie  music   •  Youtube  playlists   •  Play  and  forget   •  Users  suggest  songs  to   add  to  playlist   hap://music.krawst.com   CollaboraNon  with  @shuq  
  • 11. Delivering  Product  Value  
  • 12. What  is  markeNng?   hap://www.youtube.com/watch?v=lAl28d6tbko  
  • 13. It’s  not  magic   Data Marketing Product
  • 14. QuesNon:  How  many  Nmes  (globally)  do  people   ‘Google’  Google  each  month?  
  • 15. First  things  First   Globally  923  MILLION  people   search  the  term  “Google”  on   Google  each  month  
  • 16. First  things  First   Globally  923  MILLION  people   search  the  term  “Google”  on   Google  each  month   What  happens  when  they  search  for  you?  
  • 17. What’s  the  ONE  CORE   ACTIVITY  of  your  product?     How  can  you  get  people   there  as  fast  as  possible?  
  • 18. 1  Core  acNvity:  Discover  new  indie  arNsts  
  • 19. Growth  Technique:  Focus   on  the  metrics  that  count   (RetenNon  First)  
  • 20. Early  focus  was  on  geFng  any  individual  to  7   friends  in  10  days.    
  • 21. Get  users  to  5-­‐10  twiNer  accounts  in  their     first  day  on  twiNer.    
  • 22. Goal:  Get  users  to  listen   to  the  first  3  songs  in  any   of  the  playlists   Lessons  learned:     1)  Must  first  be  playable  
  • 23. Goal:  Get  users  to  listen   to  the  first  3  songs  in  any   of  the  playlists  
  • 24. What  the  site  looks   on  mobile.  
  • 25. Goal:  Get  users  to   listen  to  3  songs   Lessons  learned:     1)  Must  first  be  playable   2)  Cater  to  different  user  preferences    
  • 26. Goal:  Get  users  to  listen   to  the  first  3  songs  in  any   of  the  playlists   Lessons  learned:     1)  Must  first  be  playable   2)  Cater  to  different  user  preferences     3)  User  experience  >>>  Design  elements  
  • 27. NL  Form  Jquery  plugin   <opNon><select>  to  <div>  but  slowed  down  playlist  change  
  • 28. Do  people  back  come  to  see  random  pictures?  
  • 29. Minimum  Viable  Product?   What’s  missing?      Song  Ntle,  playlist  view,  share  buaons,  USER  ACCOUNTS    
  • 30. Growth  Technique:   Clearly  define  who  you’re   targeNng  
  • 31. Find  your  honey  hole   Step  1:  Follow  someone  on  Twiaer   Step  2:  Link  to  landing  page  in  profile   Step  3:  Collect  email  addresses  
  • 32. ArNsts  you’ll  never  find  on  Playlists+  
  • 33. Growth  Technique:   Leverage  Super  Plauorms  
  • 34. AirBnB  
  • 35. AirBnB  
  • 36. Pitching  journalists   Source:   hap://www.slideshare.net/adamsmith1/from-­‐zero-­‐to-­‐a-­‐million-­‐users-­‐dropbox-­‐and-­‐xobni-­‐lessons-­‐learned? from_search=6    
  • 37. Tips  for  pitching  the  press   1)  Pick  the  right  publicaNon   2)  Pitch  only  1  feature   3)  Focus  the  story  on  specifics   hap://www.growhack.com/2012/10/17/how-­‐brandyourself-­‐unexpectedly-­‐ got-­‐60k-­‐users-­‐in-­‐60-­‐hours/    
  • 38. Keith  Rabois,  the  Former  COO  of  Square   •  First  grow  based  on  real  value     •  Growth  hacking  is  an   observaNonal  science   •  Feature  design  is  the  new   markeNng  
  • 39. “Nothing  works  beaer  than  improving   your  product.”     —  Joel  Spolsky,  Stack  Exchange  
  • 40. “Nothing  works  beaer  than  improving   your  product.”     —  Joel  Spolsky,  Stack  Exchange   But  first:       When  you  start  a  project,  make  sure   you  finish  it,  even  if  no  one  uses  it.    
  • 41. I’ve  got  a  product  idea,  now  what?   Ryan  Lou     Founder,  Krawst      Tweet:  @RyanLou