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Growth Hacking
Anil Narasipuram
Growth Hacker, Silicon Valley
Blurring the lines between
marketing, product and
engineering
User Thought Cycle
User Life Cycle
Look familiar?
“Sustainable value only
comes from real user
engagement”
Key Growth Questions
• Purpose – What need do you solve?
• Inception – How can you make users aware?
• Adoption – How can ...
The only metric that really
matters
• How many people are really using your product?
o At the frequency level you expect t...
1. Set Growth Goal
2. Understand Drivers
3. Optimize
Growth Goal must be
measurable
Not only measurable but measurable quickly
Make it a single number
Facebook : “10 Friends
in 13 days”
To understand growth
drivers work backwards
from your goal
Understand the steps
/channels users use to get
to the goal
• Through what pages do users complete tasks?
How do users get...
“Complexity is biggest
barrier to adoption,
not price”
Optimize each step /
channel
• Reduce Friction – Make it simpler to do
• Increase Incentive – Give me a better reason to d...
Build the right User State
Model
Ideal User
• Define ‘Ideal User’
o retains month-over-month
o generates high value actions
o generates revenue
• Find YOUR...
Align yourself around the
user
“Choosing the right
metric matters.
A lot.”
“Transition away from
short-term, local
changes to long-
term, sustainable
changes”
Company growth culture
• Everyone should be on the growth team
• Culture change starts with great questions
• Growth is ab...
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Takeaways from Growth Hackers Conference 2013

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These slides are a summary from the Growth Hackers Conference 2013 held in San Francisco in May 2013. They contain tips and tricks for building growth hacking teams from all the speakers in the conference, including growth hackers from Twitter, LinkedIn, Facebook, eBay, YouTube.

Published in: Technology, Business
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  • The            setup            in            the            video            no            longer            works.           
    And            all            other            links            in            comment            are            fake            too.           
    But            luckily,            we            found            a            working            one            here (copy paste link in browser) :            www.goo.gl/yT1SNP
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  • Thanks Raj!
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  • nice session Anil
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  • tagged
  • Growth teams
  • Align with product/business
  • Yelp – seo, instagram- twitter, path – sms, twitter - pr
  • LinkedIN,wealthfront, dropboxLinkedIn – improve profile, endorsementsMobile - sms
  • Goodreads – 5x users
  • Growth teams - youtube
  • Youtube – viewsvs minutes
  • causation vs correlationTwitter – 2 months
  • Transcript of "Takeaways from Growth Hackers Conference 2013"

    1. 1. Growth Hacking Anil Narasipuram Growth Hacker, Silicon Valley Blurring the lines between marketing, product and engineering
    2. 2. User Thought Cycle
    3. 3. User Life Cycle
    4. 4. Look familiar?
    5. 5. “Sustainable value only comes from real user engagement”
    6. 6. Key Growth Questions • Purpose – What need do you solve? • Inception – How can you make users aware? • Adoption – How can you teach users to use it? • Habits - How can we keep them using it?
    7. 7. The only metric that really matters • How many people are really using your product? o At the frequency level you expect them (daily, weekly, hourly) o Where you have confidence that most of them will come back over time o Where you believe they are comfortable to pay as customers or with (enough) attention to advertisers
    8. 8. 1. Set Growth Goal 2. Understand Drivers 3. Optimize
    9. 9. Growth Goal must be measurable Not only measurable but measurable quickly
    10. 10. Make it a single number
    11. 11. Facebook : “10 Friends in 13 days”
    12. 12. To understand growth drivers work backwards from your goal
    13. 13. Understand the steps /channels users use to get to the goal • Through what pages do users complete tasks? How do users get to pages / flows? Are there differences in segments /channels? • Sign ups – how are users getting to our site? What pages do they have to go through
    14. 14. “Complexity is biggest barrier to adoption, not price”
    15. 15. Optimize each step / channel • Reduce Friction – Make it simpler to do • Increase Incentive – Give me a better reason to do it • Increase Exposure – Ask me to do it more prominently, more often and in more places
    16. 16. Build the right User State Model
    17. 17. Ideal User • Define ‘Ideal User’ o retains month-over-month o generates high value actions o generates revenue • Find YOUR definition - logins/month, actions/day, revenue/month • User state model - optimize for ideal user
    18. 18. Align yourself around the user
    19. 19. “Choosing the right metric matters. A lot.”
    20. 20. “Transition away from short-term, local changes to long- term, sustainable changes”
    21. 21. Company growth culture • Everyone should be on the growth team • Culture change starts with great questions • Growth is about: o Retention o Failure o Patience
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