Growth hacking 101 explained as a love story
build it and they won’t come
03 Dec 2013

with love, Evans M.
evans@weareasil...
Growth hacking 101 explained as a love story
Growth hacking defined.
★ A process. A mindset.
★ Lean marketing for startups.
★ A marriage of engineering and marketing.
...
Growth hacking visualized.

Growth hacking 101 explained as a love story
Remember the marriage definition?

More about this graphic

Growth hacking 101 explained as a love story
Some words in this world.

More about this graphic

★ Viral growth is actually engineered. Who knew?
Growth hacking 101 ex...
Some pains. Growth challenges.
★ Nailing the distribution:
•
•

New channel creation.
Channel saturation.

•
•

Today, a s...
Growth hacking to the rescue...

Growth hacking 101 explained as a love story
The process: press hack to proceed.

1.
2.
3.
4.
5.
6.

Define actionable goals.
Setup analytics to track your goals.
Leve...
Start with the Pirates: AARRR!!!

Really cool pirate crew and anime – One Piece. Just saying... Interested?

Growth hackin...
and their startup metrics...
Dave McClure’s Framework:
★ Acquisition:

visitors get to your site from various channels.

★...
How to predict the future...

Surest way is to create (part of) it

Growth hacking 101 explained as a love story
...using growth hacking only?
★ Use THE funnel:
•
•

Funnels help direct things which are hard to control, like liquids.
D...
They didn’t use traditional marketing...
★ These brands use(d) growth hacking to grow their
brands and increase profits.

...
and some specific examples...
Attracted many early on by allowing its
users to cross-post their listings to craigslist,
wh...
Mr. Miyagi say...

Learn how to use chopsticks and how to catch flies

Growth hacking 101 explained as a love story
7 take-outs.
1. Learn how to catch flies attention, convert and retain.
2. Build it and they won’t come – make them come +...
Growth hacking 101 explained as a love story
The love story...and some math
Visitor meets website = Blind date.
Good first impression = More dates.
Visitor finds websi...
Create a happily ever after...

Growth hacking 101 explained as a love story
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Growth hacking: A love story

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What is 'growth hacking' and why do you need it? Find out. I promised you a love story, so click through to see if it all works out in the end. Check out the blog post at http://bit.ly/IWW9iH

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Growth hacking: A love story

  1. 1. Growth hacking 101 explained as a love story build it and they won’t come 03 Dec 2013 with love, Evans M. evans@weareasilia.com www.weareasilia.com
  2. 2. Growth hacking 101 explained as a love story
  3. 3. Growth hacking defined. ★ A process. A mindset. ★ Lean marketing for startups. ★ A marriage of engineering and marketing. ★ What they didn’t tell you about their viral growth. ★ Building a self-perpetuating marketing machine. ★ Coming up with ingenious tech-based avenues for product growth. ★ Developing repeatable, scalable methods for growth, driven by product and inspired by data. Growth hacking 101 explained as a love story
  4. 4. Growth hacking visualized. Growth hacking 101 explained as a love story
  5. 5. Remember the marriage definition? More about this graphic Growth hacking 101 explained as a love story
  6. 6. Some words in this world. More about this graphic ★ Viral growth is actually engineered. Who knew? Growth hacking 101 explained as a love story
  7. 7. Some pains. Growth challenges. ★ Nailing the distribution: • • New channel creation. Channel saturation. • • Today, a stronger distribution strategy can beat a superior product. “If anyone tells you products sell themselves, they probably want you to fail” – Phil Libin, co-founder and CEO of Evernote. ★ The “best product” fallacy: ★ Product-growth fit: • • • After product-market fit, this is the most daunting challenge for startups. Many think marketing will be the easy part. Challenging to find the right method (from 100s) to acquire a customer and monetize. More on this Growth hacking 101 explained as a love story
  8. 8. Growth hacking to the rescue... Growth hacking 101 explained as a love story
  9. 9. The process: press hack to proceed. 1. 2. 3. 4. 5. 6. Define actionable goals. Setup analytics to track your goals. Leverage your existing strengths. Experiment. Refine your experiment. Repeat steps 1 - 5. Growth hacking 101 explained as a love story
  10. 10. Start with the Pirates: AARRR!!! Really cool pirate crew and anime – One Piece. Just saying... Interested? Growth hacking 101 explained as a love story
  11. 11. and their startup metrics... Dave McClure’s Framework: ★ Acquisition: visitors get to your site from various channels. ★ Activation: visitors enjoy first time visit; ‘happy’ user experience. ★ Retention: users come back, visit site multiple times. ★ Referral: users like site enough to refer others. ★ Revenue: users conduct some monetization behaviour. AARRR!!! more on startup metrics for pirates Growth hacking 101 explained as a love story
  12. 12. How to predict the future... Surest way is to create (part of) it Growth hacking 101 explained as a love story
  13. 13. ...using growth hacking only? ★ Use THE funnel: • • Funnels help direct things which are hard to control, like liquids. Direct people to take pre-defined actions on your website. • • • Getting visitors. Activating members. Retaining users. • • • Use analytics. Conduct experiments and learn from them. Take action. • • • Key Performance Indicators (KPIs). Overall funnel conversion rate. Create testable, scalable, repeatable methods for growth. ★ Monitor each stage of your funnel: ★ Optimize the conversion rate at different stages: ★ Keep an eye on the big picture: Growth hacking 101 explained as a love story
  14. 14. They didn’t use traditional marketing... ★ These brands use(d) growth hacking to grow their brands and increase profits. Growth hacking 101 explained as a love story
  15. 15. and some specific examples... Attracted many early on by allowing its users to cross-post their listings to craigslist, which was already popular. Back then craigslist had no public API. Attracted many through clear calls to action, simplicity, refer-a-friend program, dropquests and more incentives to connect on social media. Attracted many and lost many till they came up with their much talked about on-boarding process that makes new users get to the AHA moment faster. Increased retention and acquisition. Growth hacking 101 explained as a love story
  16. 16. Mr. Miyagi say... Learn how to use chopsticks and how to catch flies Growth hacking 101 explained as a love story
  17. 17. 7 take-outs. 1. Learn how to catch flies attention, convert and retain. 2. Build it and they won’t come – make them come + stay. 3. Virality is not the norm – it’s engineered into products. 4. Product and distribution are both important – good product + bad distribution = bad result. 5. Monitor and optimize your funnel. Listen to your website visitors + users and respond. 6. Leaky buckets don’t need more water – retention trumps acquisition. 7. Growth hacking is a mindset that’s about creativity and creating scalable and repeatable methods for growth driven by product and inspired by data. Growth hacking 101 explained as a love story
  18. 18. Growth hacking 101 explained as a love story
  19. 19. The love story...and some math Visitor meets website = Blind date. Good first impression = More dates. Visitor finds website interesting = Status change to ‘in a relationship’. Visitor turns member – subscribes, signs up or makes a purchase. Newly in love with your site (honeymoon). Tells friends about it = Referrals. Your website’s worth proven repeatedly and value still stands = Repeat visits, activations and referrals. Member goes from being ‘in a relationship’ to ‘married’ = Member turned user. Site keeps long time users happy = Happily married. Growth hacking methods get as many blind dates and turn as many of those blind dates into happy marriages. And happily ever afters. With creativity and science. Growth hacking 101 explained as a love story
  20. 20. Create a happily ever after... Growth hacking 101 explained as a love story
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