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Growth Framework for Pirates

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by Alexi Roy
http://alexiroy.com/

given at Tech Drinks Quebec on February 24, 2016

Published in: Marketing
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Growth Framework for Pirates

  1. 1. Growth Framework for Pirates WORKSHOP TDQC #1
  2. 2. Alexi Roy
  3. 3. Product Growth + Business Essentials Core features Users experience the core features quickly and often
  4. 4. Growth Hacking A mindset to develop techniques that use creativity, engineering, experimental thinking and trends spotting to grow a product. Newspaper > Radio > TV > Internet > !!!
  5. 5. Growth Hacking Example April 2010: Facebook announce the like button for website at the F8 developer conference My experiment result: 1 300 000 unique visitors in under 24 hours
  6. 6. February 24, Facebook UPDATE! Facebook now offers 6 like choices called “Reactions”
  7. 7. AARRR…HERE WE GO CAP’TAIN
  8. 8. Acquisition Users come to the site for the first time from various channels Activation Users enjoy their experience and conduct somekind of actions Retention Users come back, visit multiple times Referral Users like product enough to refer others Revenue Users conduct some monetization behavior Customer lifecycle
  9. 9. WEBSITE 1. Acquisition 2. Activation Search (SEO, SEM), Social (Facebook, Twitter, Pinterest), Television, Radio, et. 3. Retention 4. Referral 5. Revenue $$$$ Emails, Share widget, Words of mouth, etc. Emails, SMS, Phone, App notifications, Habits, etc. Ads, Product sales, Service sales, Subscriptions, Affiliates, etc. Page views, Leads gen, Mail submit, Tracked actions, etc.
  10. 10. No growth optimization = Leaky Bucket (churn)
  11. 11. Introducing… Our enterprise
  12. 12. WEBSITE 1. Acquisition Acquisition 1 Users come to the site for the first time from various channels Target personas Acquisition channels Search (SEO, SEM), Social (Facebook, Twitter, Pinterest), Television, Radio, et. Examples: 1. Alexci’tation regular: Google Adwords 2. Alexci’tation growth hack: Meteo + Twitter/FB 3. Famous growth hack: Airbnb & craiglist
  13. 13. Marketing Growth Marketing is the “Acquisition” part of the Growth framework
  14. 14. WEBSITE Activation 2 Users enjoy their experience and perform some kind of actions User flow / UX Tracked actions Examples: 1. Alexci’tation regular: E-commerce best practices 2. Alexci’tation growth hack: > 10 page views, email submit to top 5 summer catalog 3. Famous growth hack: Reddit, ghost town 2. Activation Page views, Leads gen, Mail submit, Tracked actions, etc.
  15. 15. WEBSITE Retention 3 Users come back, visit multiple times Notifications Product Habits Examples: 1. Alexci’tation regular: Newsletter every month 2. Alexci’tation growth hack: Lob integration + Postcard 3. Famous growth hack: Foursquare, gamification 3. Retention Emails, SMS, Phone, App notifications, Habits, etc.
  16. 16. No retention = Leaky Bucket (churn)
  17. 17. WEBSITE Referral 4 Users like product enough to refer others Happy moment In-Product Examples: 1. Alexci’tation regular: Shatre buttons on product page 2. Alexci’tation growth hack: Collection DUO 3. Famous growth hack: Hotmail signature 4. Referral Emails, Share widget, Words of mouth, etc.
  18. 18. Alexci’tation Swimsuits Growth Plan Pirates step Techniques ACQUISITION Google Adwords + Meteo API / Twitter&Fb ads ACTIVATION E-commerce best practices + > 10 pageview email popup RETENTION Newsletter + Lob/Postcard integration REFERRAL Share buttons on product page + DUO collection
  19. 19. 1. Work on growth if you don’t want a leaky bucket 2. The Pirates Framework 5 letters are “AARRR” 3. Retention is KING 4. Track EVERYTHING 5. Always monitor the big consumer platform **HINT** >> Snapchat (new direct link & API), Pinterest, Facebook (Autoplay video, tasty), Fb 6 emojs
  20. 20. Don’t drink rum and growth hack!!
  21. 21. Credits Dave McClure, 500 startups, Startup Metrics for Pirates http://www.slideshare.net/dmc500hats/startup-metrics-for-pirates-long- version Brian Balfour, Coelevate, Growth vs Marketing vs Product http://www.coelevate.com/essays/growth-vs-marketing-vs-product nandomendonssa on Devianttart (Cover pirate image) http://nandomendonssa.deviantart.com/art/Pirates-of-the-Caribbean-at- Neverland-454156135

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