0
bill@kaleidico.com
Assumptions that will kill your business
• Growth isn’t important
• I have enough customers
• My product is done (perfecte...
All businesses have a
natural decay rate
Sustained growth is the only
defensible competitive strategy.
Growth Hacking:
Energizing your marketing with an insatiable
intensity for growth--traffic, users, and revenue.
Objective:
Create a sustainable business with sufficient
users to confidently maintain product to
market fit.
3 Growth Levers
1. Product
2. Traffic
3. User Intent
The first number is
probably overwhelming
• No lead capture mechanism
(don’t laugh - it’s the most
common problem)
• No incentive or value
proposition
• Asking for ...
• Nothing to buy (don’t laugh - see #1
problem in lead acquisition)
• Forget to tell leads what to do next.
Be VERY direct...
• Most Products Suck (especially at first)
• You’re not talking to users - ALL the time
• Product is missing viral loops -...
• Retention rate
• DAU/MAU
• Survey (do you deliver an Aha! moment?)
IS YOUR PRODUCT
WORKING, FOR GROWTH?
TRAFFIC, LOTS OF TRAFFIC
Get (economically) efficient traffic...
And lots of it!
SYSTEMATICALLY
HARVEST CHANNELS
ALREADY HOSTING YOUR
TARGET CUSTOMERS
Facebook
Google AdWords
Hacker News
YouTube
Email
POPULAR CHANNELS FOR
SPAWNING VIRAL TRAFFIC
What Do Consumers Want?
• Customer development...before the build
• Follow a leader to learn. Build something
that already works, with a distinct
...
TALK TO USERS...
ALL THE TIME
• Survey
• Beta test
• Loyalty groups
• Social media
• Face-to-face
VIRAL LOOPS
Users gain value by pulling others into the
product
Linkedin - closer to access
Dropbox - more storage space
F...
VIRAL LOOP STRATEGIES
Margin Viral Loop - User gives something to a
friend that only cost the company a fraction of it’s
f...
Growth Hacking
Product - MVP is good enough - maybe too much
Traffic - Tap into existing distribution networks
Customer - ...
Talk More About
Growth Hacking
Bill Rice
bill.rice@kaleidico.com
@billrice
Kaleidico
www.Kaleidico.com
@kaleidico
Try a Little Growth Hacking
Try a Little Growth Hacking
Try a Little Growth Hacking
Try a Little Growth Hacking
Try a Little Growth Hacking
Try a Little Growth Hacking
Try a Little Growth Hacking
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Try a Little Growth Hacking

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A simple introduction to the emerging mindset of Growth Hacking - A more creative and effectual way to do revenue driving, Web traffic generation.

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Transcript of "Try a Little Growth Hacking"

  1. 1. bill@kaleidico.com
  2. 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
  3. 3. All businesses have a natural decay rate
  4. 4. Sustained growth is the only defensible competitive strategy.
  5. 5. Growth Hacking: Energizing your marketing with an insatiable intensity for growth--traffic, users, and revenue.
  6. 6. Objective: Create a sustainable business with sufficient users to confidently maintain product to market fit.
  7. 7. 3 Growth Levers 1. Product 2. Traffic 3. User Intent
  8. 8. The first number is probably overwhelming
  9. 9. • 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
  10. 10. • 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
  11. 11. • 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
  12. 12. • Retention rate • DAU/MAU • Survey (do you deliver an Aha! moment?) IS YOUR PRODUCT WORKING, FOR GROWTH?
  13. 13. TRAFFIC, LOTS OF TRAFFIC
  14. 14. Get (economically) efficient traffic... And lots of it!
  15. 15. SYSTEMATICALLY HARVEST CHANNELS ALREADY HOSTING YOUR TARGET CUSTOMERS
  16. 16. Facebook Google AdWords Hacker News YouTube Email POPULAR CHANNELS FOR SPAWNING VIRAL TRAFFIC
  17. 17. What Do Consumers Want?
  18. 18. • 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
  19. 19. TALK TO USERS... ALL THE TIME • Survey • Beta test • Loyalty groups • Social media • Face-to-face
  20. 20. VIRAL LOOPS Users gain value by pulling others into the product Linkedin - closer to access Dropbox - more storage space Farmville - faster rewards
  21. 21. 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...)
  22. 22. 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
  23. 23. Talk More About Growth Hacking Bill Rice bill.rice@kaleidico.com @billrice Kaleidico www.Kaleidico.com @kaleidico
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