2. Assumptions that will kill your business
• Growth isn’t important
• I have enough customers
• My product is done (perfected)
• Referrals will sustain any business
13. • No lead capture mechanism
(don’t laugh - it’s the most
common problem)
• No incentive or value
proposition
• Asking for too much
information
COMMON LEAD
ACQUISITION
PROBLEMS
14. • Nothing to buy (don’t laugh - see #1
problem in lead acquisition)
• Forget to tell leads what to do next.
Be VERY direct.
• Path to first Aha! is to complex or
takes too long. Develop for instant Wow.
COMMON CUSTOMER
ACQUISITION PROBLEMS
15. • Most Products Suck (especially at first)
• You’re not talking to users - ALL the time
• Product is missing viral loops - features
that generate referral sign-ups
• Product is missing features that drive up
DAU/MAU (Daily Active Users/Monthly
Active Users) ratio
COMMON PRODUCT
PROBLEMS
16. • Retention rate
• DAU/MAU
• Survey (do you deliver an Aha! moment?)
IS YOUR PRODUCT
WORKING, FOR GROWTH?
23. • Customer development...before the build
• Follow a leader to learn. Build something
that already works, with a distinct
differentiator
• Let customer data inform your product and
marketing tactics
24. TALK TO USERS...
ALL THE TIME
• Survey
• Beta test
• Loyalty groups
• Social media
• Face-to-face
27. VIRAL LOOPS
Users gain value by pulling others into the
product
Linkedin - closer to access
Dropbox - more storage space
Farmville - faster rewards
28. VIRAL LOOP STRATEGIES
Margin Viral Loop - User gives something to a
friend that only cost the company a fraction of it’s
face value. (e.g., Dropbox)
Savings Viral Loop - User and friend both get a
coupon. Only a fraction redeem - % breakage rate.
(e.g., Zappos)
Goal Viral Loop - User has a goal (friends
participate together, a social cause) encouraging
them to share. (e.g., Living Social, $1 goes to...)
29. Growth Hacking
Product - MVP is good enough - maybe too much
Traffic - Tap into existing distribution networks
Customer - Always Be Talking to Users
Viral Loops - Build it into the product
30. Talk More About
Growth Hacking
Bill Rice
bill.rice@kaleidico.com
@billrice
Kaleidico
www.Kaleidico.com
@kaleidico