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Top 7 Most
Disruptive
Mobile Startups
Square
$16 billion in mobile
transactions
Snapchat beat Facebook’s Poke
August 2013
Uber raised
$360 million
Valuation
$3,5 billion
3 years
24 countries
10M downloads
Whatsapp 300M users
Instagram 16B Photos Shared
What do they have
in common?
They hack the business
They hack the business
They create new ways
They hack the business
They create new ways
They disrupt the system
They are Growth Hackers
They hack the business
They create new ways
They disrupt the system
Success is not just having a
Good Idea
Thousands of startups
with Good Ideas
fail every year
Some will see traction
And even cool press hits!
But after few months… nothing
They reach the
trough of sorrow
They reach the
trough of sorrow
and they run out
of money
Acquire the
Growth Hacking Spirit
menu
1 Growth Hacking
What is it?
2 Foundation
Product/Market Fit
3 Prepare the growth
Growth Hacker Funnel
4 Get users
The 3 P’s of user
acquisition
by @AntoninCohen
> 7 years growing users and sales for
startups in Europe and the US
What is
Growth Hacking?
http://antonin.co/
growth-hacking
Aaron Ginn @Aginnt
Head of Growth, Stumbleupon
“A growth hacker lives at the
intersection of data, product,
and marketing."
What is
Growth Hacking?
What is
Growth Hacking?
@DanMartell
Founder, Clarity
"Growth Hacking is the process
and mindset of searching for ways
that your product to grow."
@RyanHoliday
Author of "Growth Hacker Marketing"
"A growth hacker is someone who has
thrown out the playbook of traditional
marketing and replaced it with only what is
testable, trackable, and scalable."
What is
Growth Hacking?
@SeanEllis
CEO, Qualaroo and GrowthHackers.com
"A growth hacker is a person
whose true north is growth."
What is
Growth Hacking?
Sean Ellis coined the term
Growth Hacker in 2010
Sean Ellis was
First Marketer
	
  
* worth $4 billion today
*	
  
Growth Hacking
made Dropbox successful in a busy
market without any advertising
Dropbox Home Page
Referral Program
Social Media
How to Growth Hack Your App
Let's start by the foundation
The Startup Pyramid
from Sean Ellis
Growth
Transition to
Growth
Product/Market Fit
Paul Graham @Paulg
Founder of Y Combinator
“Make stuff that people want.”
Product
Market Fit
@SeanEllis
CEO, Qualaroo and GrowthHackers.com
“The achievement of product/market fit
can be measured according to a specific
metric: when, in a survey, at least 40% of
users say they would be “very
disappointed” without your product or
service.”
Product
Market Fit
Strong foundation of
Product/Market Fit
is the 1st step
Don't think about growth
without the right balance
Distribute your beta app
to a limited audience
as soon as possible
1 Get feedback
2 Improve the app
3 Validate Product/Market Fit
4 Transition to growth!
Get ready for growth
1 Implement User Analytics
2 Identify Actionable Goals
3 Focus message on Must Have-Benefit
4 Optimize business model & conversions
6 Get a growth team
Designer, copywriter, data analyst and
ideally a developer
Growth Hacking
It's all about testing and
optimizing at every step of the
Customer Lifecycle
The Growth Hacker Funnel
Defined by Dave McClure
Acquisition
Activation
Retention
Revenue
Referral
Launch
App
Signs up
Reach
Level 3
In-App
Purchase
	
  	
  
50000
1000
320
16
2% 32% 0,5%
Acquisi(on	
   Ac(va(on	
   Reten(on	
   Revenue	
  
Improve
Activation First
Growth Hacker Funnel
Exemple: Mobile Game
Measure & Test
Some cool tools
The 3 P’s of
user acquisition
1 Push Advertising, Promo Swap, Affiliation
à You coerce users to come to you
2 Pull Content Marketing
à You entice users to come to you
3 Product Referral program
à You use your product itself to bring
them to you
3 ways to get users
Defined by Neil Patel
Push Promo Swap
Find companies to promote each other
Swap newsletter, tweets, Facebook post, contest…
Pull App Store Optimization
Content
Optimize the first 3 lines, keywords, icon, screenshots, social
proof
Content
Optimize the first 3 lines, keywords, icon, screenshots, social
proof
Reviews
Track every day and ask your friends to contribute!
Pull App Store Optimization
Pull App Store Optimization
Content
Optimize the first 3 lines, keywords, icon, screenshots, social
proof.
Reviews
Track every day and ask your friends to contribute!
Velocity
Push natural downloads with paid downloads on a short
period of times to get at the top of the App Store.
Pull Get featured
Build a Great App
“Make stuff that people want.”
Pull Get featured
Build a Great App
“Make stuff that people want.”
Follow the Guidelines
Design, Name of the app, Users Acquisition…
Pull Get featured
Build a Great App
“Make stuff that people want.”
Follow the Guidelines
Design, Name of the app, Users Acquisition…
Utilize New Platform Features
iCloud, Passbook…
Pull Get featured
Build a Great App
“Make stuff that people want.”
Follow the Guidelines
Design, Name of the app, Users Acquisition…
Utilize New Platform Features
iCloud, Passbook…
Make it Universal
iPhone, iPad, EN/FR/ES/DE/IT
Pull Get featured
Build a Great App
“Make stuff that people want.”
Follow the Guidelines
Design, Name of the app, Users Acquisition…
Utilize New Platform Features
iCloud, Passbook…
Make it Universal
iPhone, iPad, EN/FR/ES/DE/IT
Get in touch with Apple / Google
Pull Content Marketing
Blog and podcast
Ebooks, whitepapers and guides
Infographics
Pull Social Media
Key points
•  Social media is useful if you have time to produce
great content related to your product.
•  Social media is a marathon.
•  Social media is customer service.
Pull Social Media
Key points
•  Social media is useful if you have time to produce
great content related to your product.
•  Social media is a marathon.
•  Social media is customer service.
Platforms
•  Facebook, Twitter
•  Slideshare, Quora, LinkedIn
•  Reddit
•  Hacker News
•  Craiglist
•  Meetup
Pull Press Relation
Be	
  persistent	
  
Get	
  involved	
  
Build	
  rela(onships	
  
Create	
  Press	
  Kit	
  
Develop	
  Story	
  Angles	
  
Research	
  
à Research
The right contact
1. Define what publications your target audience consumes
2. Focus on the journalists who write on your topic.
The pattern to guess an email
firstname.lastname@domain.com
firstnamelastname@domain.com
Gmail plugin Rapportive
1. Start with a list of possible email addresses.
2. Paste those into a new Gmail message.
3. Rapportive will scour the web to pull up social media profiles
for accounts linked to that email.
à Story angles & Press Kit
Right message to right media
Create Press Release dedicated to your target media: high
tech, consumer, your niche market…
Inside your Press Kit
Press release, icon, screenshots, promocode, links to
your social media, video, press page.
Old fashioned mail still works
Send your press kit with cool goodies to the top
journalists & influencers in your target audience.
à Build & Get Involved
Do your PR
Spend some times to reach out and create relationships with
top journalists. You are the expert: Share content about your
company, competitors and market.
Follow reporters on Twitter
Engage journalists with relevant messages on Twitter.
Be visible
Write articles and speak at events as much as possible.
Journalists are there to cover it, so it is a good opportunity to
get noticed!
à Be persistent
Use Gmail plugin Yesware
Find out who opens your emails.
Create the news
Plan a PR push related to your product every quarter. If you
don’t have any big news, create informative content for your
audience (i.e. survey, statistics).
Be current
Follow up when the journalist has the highest chance to be
interested by your topic (i.e. before holidays for travel app).
Product Referral program
Give away your product
Credits, storage, discount, feature, bonus, sample…
Win/Win incentive
User shares his user code and get credits when it’s used
Promote your referral program
Engage your audience and implement social APIs
UBER Referral Program
Product Network Invitations
à Phone contacts
à Email contacts
à Social contacts
Product Social Sharing
Give the power to spread the love easily
Product Incentivize
Give away your product
Credits, storage, discount, feature, bonus, sample…
Win/Win incentive
User shares his promocode and get credits when it’s used
Product API Integration
Don’t force your user to login
They are already connected. Why ask again?
Product API Integration
Don’t force your user to login
They are already connected. Why ask again?
Get activity from social media
What my friends are doing on the app?
Product API Integration
Don’t force your user to login
They are already connected. Why ask again?
Get activity from social media
What my friends are doing on the app?
Send activity to social media
What I’m doing on the app?
Product API Integration
Don’t force your user to login
They are already connected. Why ask again?
Get activity from social media
What my friends are doing on the app?
Send activity to social media
What I’m doing on the app?
Don’t forget to update!
APIs evolve often
Bonus Twitter Growth Hack
1.  RSS top 10 blogs
2.  Republish
3.  Follow back
4.  Auto favorite
Bonus Cool tool for launch
Bonus Facebook Events Hacks
Bonus Be curious
Read as more as possible
Growth Hacking is a big community with and a lot of tactics
you will use tomorrow don’t exist today.
Connect and exchange
This is why you’re here.
Test and try, even if it sounds dirty at first
Bad buzz is still a buzz.
Optimize all the way
Never stop to analyze, optimize and test!
Growth Hacking : Disrupt the Business with Mobile!

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Growth Hacking : Disrupt the Business with Mobile!

  • 1.
  • 3. Square $16 billion in mobile transactions
  • 5. August 2013 Uber raised $360 million Valuation $3,5 billion
  • 9.
  • 10. What do they have in common?
  • 11. They hack the business
  • 12. They hack the business They create new ways
  • 13. They hack the business They create new ways They disrupt the system
  • 14. They are Growth Hackers They hack the business They create new ways They disrupt the system
  • 15. Success is not just having a Good Idea
  • 16.
  • 17. Thousands of startups with Good Ideas fail every year
  • 18. Some will see traction
  • 19. And even cool press hits!
  • 20. But after few months… nothing
  • 22. They reach the trough of sorrow and they run out of money
  • 24. menu 1 Growth Hacking What is it? 2 Foundation Product/Market Fit 3 Prepare the growth Growth Hacker Funnel 4 Get users The 3 P’s of user acquisition
  • 25. by @AntoninCohen > 7 years growing users and sales for startups in Europe and the US What is Growth Hacking? http://antonin.co/ growth-hacking
  • 26. Aaron Ginn @Aginnt Head of Growth, Stumbleupon “A growth hacker lives at the intersection of data, product, and marketing." What is Growth Hacking?
  • 27. What is Growth Hacking? @DanMartell Founder, Clarity "Growth Hacking is the process and mindset of searching for ways that your product to grow."
  • 28. @RyanHoliday Author of "Growth Hacker Marketing" "A growth hacker is someone who has thrown out the playbook of traditional marketing and replaced it with only what is testable, trackable, and scalable." What is Growth Hacking?
  • 29. @SeanEllis CEO, Qualaroo and GrowthHackers.com "A growth hacker is a person whose true north is growth." What is Growth Hacking?
  • 30. Sean Ellis coined the term Growth Hacker in 2010
  • 31. Sean Ellis was First Marketer   * worth $4 billion today *  
  • 32. Growth Hacking made Dropbox successful in a busy market without any advertising
  • 36. How to Growth Hack Your App
  • 37. Let's start by the foundation
  • 38. The Startup Pyramid from Sean Ellis Growth Transition to Growth Product/Market Fit
  • 39. Paul Graham @Paulg Founder of Y Combinator “Make stuff that people want.” Product Market Fit
  • 40. @SeanEllis CEO, Qualaroo and GrowthHackers.com “The achievement of product/market fit can be measured according to a specific metric: when, in a survey, at least 40% of users say they would be “very disappointed” without your product or service.” Product Market Fit
  • 41. Strong foundation of Product/Market Fit is the 1st step Don't think about growth without the right balance
  • 42. Distribute your beta app to a limited audience as soon as possible
  • 43.
  • 44.
  • 45. 1 Get feedback 2 Improve the app 3 Validate Product/Market Fit 4 Transition to growth!
  • 46. Get ready for growth 1 Implement User Analytics 2 Identify Actionable Goals 3 Focus message on Must Have-Benefit 4 Optimize business model & conversions 6 Get a growth team Designer, copywriter, data analyst and ideally a developer
  • 47. Growth Hacking It's all about testing and optimizing at every step of the Customer Lifecycle
  • 48. The Growth Hacker Funnel Defined by Dave McClure Acquisition Activation Retention Revenue Referral
  • 49. Launch App Signs up Reach Level 3 In-App Purchase     50000 1000 320 16 2% 32% 0,5% Acquisi(on   Ac(va(on   Reten(on   Revenue   Improve Activation First Growth Hacker Funnel Exemple: Mobile Game
  • 50. Measure & Test Some cool tools
  • 51.
  • 52.
  • 53.
  • 54.
  • 55. The 3 P’s of user acquisition
  • 56. 1 Push Advertising, Promo Swap, Affiliation à You coerce users to come to you 2 Pull Content Marketing à You entice users to come to you 3 Product Referral program à You use your product itself to bring them to you 3 ways to get users Defined by Neil Patel
  • 57. Push Promo Swap Find companies to promote each other Swap newsletter, tweets, Facebook post, contest…
  • 58. Pull App Store Optimization Content Optimize the first 3 lines, keywords, icon, screenshots, social proof
  • 59. Content Optimize the first 3 lines, keywords, icon, screenshots, social proof Reviews Track every day and ask your friends to contribute! Pull App Store Optimization
  • 60. Pull App Store Optimization Content Optimize the first 3 lines, keywords, icon, screenshots, social proof. Reviews Track every day and ask your friends to contribute! Velocity Push natural downloads with paid downloads on a short period of times to get at the top of the App Store.
  • 61. Pull Get featured Build a Great App “Make stuff that people want.”
  • 62. Pull Get featured Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition…
  • 63. Pull Get featured Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition… Utilize New Platform Features iCloud, Passbook…
  • 64. Pull Get featured Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition… Utilize New Platform Features iCloud, Passbook… Make it Universal iPhone, iPad, EN/FR/ES/DE/IT
  • 65. Pull Get featured Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition… Utilize New Platform Features iCloud, Passbook… Make it Universal iPhone, iPad, EN/FR/ES/DE/IT Get in touch with Apple / Google
  • 66. Pull Content Marketing Blog and podcast Ebooks, whitepapers and guides Infographics
  • 67. Pull Social Media Key points •  Social media is useful if you have time to produce great content related to your product. •  Social media is a marathon. •  Social media is customer service.
  • 68. Pull Social Media Key points •  Social media is useful if you have time to produce great content related to your product. •  Social media is a marathon. •  Social media is customer service. Platforms •  Facebook, Twitter •  Slideshare, Quora, LinkedIn •  Reddit •  Hacker News •  Craiglist •  Meetup
  • 69. Pull Press Relation Be  persistent   Get  involved   Build  rela(onships   Create  Press  Kit   Develop  Story  Angles   Research  
  • 70. à Research The right contact 1. Define what publications your target audience consumes 2. Focus on the journalists who write on your topic. The pattern to guess an email firstname.lastname@domain.com firstnamelastname@domain.com Gmail plugin Rapportive 1. Start with a list of possible email addresses. 2. Paste those into a new Gmail message. 3. Rapportive will scour the web to pull up social media profiles for accounts linked to that email.
  • 71. à Story angles & Press Kit Right message to right media Create Press Release dedicated to your target media: high tech, consumer, your niche market… Inside your Press Kit Press release, icon, screenshots, promocode, links to your social media, video, press page. Old fashioned mail still works Send your press kit with cool goodies to the top journalists & influencers in your target audience.
  • 72. à Build & Get Involved Do your PR Spend some times to reach out and create relationships with top journalists. You are the expert: Share content about your company, competitors and market. Follow reporters on Twitter Engage journalists with relevant messages on Twitter. Be visible Write articles and speak at events as much as possible. Journalists are there to cover it, so it is a good opportunity to get noticed!
  • 73. à Be persistent Use Gmail plugin Yesware Find out who opens your emails. Create the news Plan a PR push related to your product every quarter. If you don’t have any big news, create informative content for your audience (i.e. survey, statistics). Be current Follow up when the journalist has the highest chance to be interested by your topic (i.e. before holidays for travel app).
  • 74. Product Referral program Give away your product Credits, storage, discount, feature, bonus, sample… Win/Win incentive User shares his user code and get credits when it’s used Promote your referral program Engage your audience and implement social APIs
  • 76. Product Network Invitations à Phone contacts à Email contacts à Social contacts
  • 77. Product Social Sharing Give the power to spread the love easily
  • 78. Product Incentivize Give away your product Credits, storage, discount, feature, bonus, sample… Win/Win incentive User shares his promocode and get credits when it’s used
  • 79. Product API Integration Don’t force your user to login They are already connected. Why ask again?
  • 80. Product API Integration Don’t force your user to login They are already connected. Why ask again? Get activity from social media What my friends are doing on the app?
  • 81. Product API Integration Don’t force your user to login They are already connected. Why ask again? Get activity from social media What my friends are doing on the app? Send activity to social media What I’m doing on the app?
  • 82. Product API Integration Don’t force your user to login They are already connected. Why ask again? Get activity from social media What my friends are doing on the app? Send activity to social media What I’m doing on the app? Don’t forget to update! APIs evolve often
  • 83. Bonus Twitter Growth Hack 1.  RSS top 10 blogs 2.  Republish 3.  Follow back 4.  Auto favorite
  • 84. Bonus Cool tool for launch
  • 86. Bonus Be curious Read as more as possible Growth Hacking is a big community with and a lot of tactics you will use tomorrow don’t exist today. Connect and exchange This is why you’re here. Test and try, even if it sounds dirty at first Bad buzz is still a buzz. Optimize all the way Never stop to analyze, optimize and test!

Editor's Notes

  1. Question: How many here are developers? Business?Great. Growth Hacking is the meeting point between engineer and business.
  2. Promise: Highlight the benefits described by your “must have” users (those that say they would be very disappointed without your product).Economics: Implement the business model that allows you to profitably acquire the most users.Optimize: Streamline a repeatable, scalable customer acquisition process by testing multiple approaches and tracking to improve the right metrics.
  3. Achieving product/market fit requires at least 40% of users saying they would be “very disappointed” without your product
  4. PullYou entice them to come to you Blogging or Guest Blogging Ebooks, Guides, and Whitepapers Infographics Webinars Conference Presentations SEO Social Media Contests Marketplaces Deal Sites LOPA2PushYou coerce them to come to you Purchase Ads Promo Swap Affiliates Direct Sales1 Product You entice them to come to you Network Invitations Social Sharing API Integrations Backlinks Incentives Organic
  5. Target the “Latest And Greatest”
  6. Target the “Latest And Greatest”
  7. Target the “Latest And Greatest”
  8. Target the “Latest And Greatest”
  9. Target the “Latest And Greatest”