hipages Group VP of Product gave a Friday talk to hipages Group staff on Growth Hacking. The presentation covers: - What is Growth Hacking - Growth Hacking process - The Growth marketing funnel - Some Growth Hacking examples - Distribution firehoses hipages Group Friday talks are informal lunchtime presentations where members of our team share areas of expertise or passion with a cross functional group. Staff from all different departments attend to get an understanding of how other departments think.

1. Frida y Ta lk
Growth Ha cking
- Dino Ta lic

2. Outline
•What is Growth Hacking
•Growth Hacking process
•The Growth marketing funnel
•Some examples
•Distribution firehoses

3. Dis cla ime r
Growth hacking does not:
•
•
•
•
•
Walk your dog
Babysit your kids
Run your business for you
Buy you an island in the Bahamas (most of the time)
It does not blend!

4. Wha t is Growth Ha cking
Concerned with acquisition of active users

5. Wha t doe s it re a lly me a n?
Story for 99% of companies:
1. They perceive a user need or gap in the market
2. Assemble a team
3. Work non-stop for 3 months and release a product
Result = nobody uses it
Most companies at this point begin to build additional features hoping something
will stick
This further obfuscates what the real problem is

6. The Growth Ha cke r

7. The Growth Te a m
•
A Growth Team has something most other teams in the company don’t:
FOCUS
•
A Growth Team’s sole focus is moving a single metric
•
Ability to break down and analyse a problem space

8. Growth Ha cking Ta ctics

9. Mos t compa nie s ’ a pproa ch to Growth
They track 3 key metrics
?
Traffic
?
Users
Revenue

10. The Growth Ha cking Approa ch
Acquisition
Activation
Retention
Revenue
Referral

11. The Growth Ha cking Approa ch
Acquisition
How users find you?
Do users have a great first
experience?
Activation
Retention
Revenue
Referral
Do users come back?
How do you make money?
Do users tell others?

12. The Growth Ha cking Approa ch
Acquisition
SEO, SEM, Widgets, Email Newsletter,
Blogs, Affiliates, PR, etc.
Activation
Product features
Retention
Revenue
Referral
Emails, alerts/notifications, blogs
Subscriptions, lead gen, etc.
Social integration, campaigns,
emails, widgets, etc.

13. The Growth Ha cking Approa ch
Source: Dave McClure – Startup Metrics for Pirates

14. The Growth Ha cking P roce s s
Ri
pea t
d Re
e an
ns

15. The Ne w Re a lity of Online Ma rke ting
“The Law of Shitty Clickthroughs“
- Andrew Chen
Over time all marketing strategies result in low clickthrough rates.

16. The Ne w Re a lity of Online Ma rke ting
The first banner ad:
•Hotwired CTR, 1994: 78%
Today:
•Facebook CTR, 2012: 0.05%

17. The Ne w Re a lity of Online Ma rke ting

18. How ca n Growth Ha cking he lp?
•
Growth teams build distribution into the product
•
Leverage mass distribution platforms
•
Experiment to find creative marketing and distribution
channels where the competitors haven’t yet arrive

19. Dis tribution P la tforms
•
For the first time ever, superplatforms like Facebook and
Apple uniquely provide access to 10s of millions of
customers
•
The discipline of marketing is shifting from people-centric
to API-centric activities
•
Growth hackers embody the hybrid between marketer and
coder needed to thrive in the age of platforms
- Andrew Chen

20. A Ca s e S tudy - AirBnB
•
AirBnB was building a two-sided marketplace for a user
need that already has a lot of entrenched competitors:
– Hilton, Sheraton, etc
– Expedia, Agoda, etc
– Classifieds
– Relatives, friends of friends, etc
•
AirBnb looked at an existing competitor and turned it into a
distribution platform for its own service

21. A Ca s e S tudy - AirBnB

22. A Ca s e S tudy - AirBnB

23. Fa ce book
•
Point of leverage:
– 7 friends
– 1 photo uploaded
•
User engagement graph non-linear after this inflexion point
•
Facebook growth team spent a lot of time optimising their
onboarding experience to ensure a maximum number of
users reached the above goals

24. Dis tribution Fire hos e s
Distribution is
unprecedented

25. Te chnologica l a doption is a cce le ra ting
% of US
Households

26. Not s o long a go
➔
In 1900, <10% of families owned a stove, or had
access to electricity or phones
➔
➔
➔
➔
➔
➔
In 1915, <10%
In 1930, <10%
In 1945, <10%
In 1960, <10%
In 1975, <10%
In 1990, <10%
➔
Today.. more than 90% own all the above.
owned a car
owned a fridge or washer
owned a dryer or air-conditioning
owned a dishwasher or colour TV
owned a microwave
owned a cell phone or Internet

27. Wha t doe s a ll of this me a n?
Desktops, Laptops
Mobile Phones, Tablets

28. Adoption is a cce le ra ting

29. … a nd fa s te r

30. … a nd fa s te r!!!

31. Parabolic growth comes
from harnessing
distribution fire hoses

33. Apple Fire hos e

34. Google Fire hos e

35. Re ddit Fire hos e

36. Othe r unconve ntiona l Fire hos e s

37. Vira lity S ocia l Re vie ws . Frie nds . Invite rs

38. Furthe r Re a ding
• Mattan Griffel
http://www.slideshare.net/mattangriffel/growth-hacking
• Andrew Chen blog
http://andrewchen.co/
• Quora
http://www.quora.com/Growth-Hacking/What-is-growth-hacking