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THE GROWTH MACHINE
Doing growth hacking the right way 
- including free resources and templates -
based on hands-on execution from growing 10+ companies
Uber got their first 10.000 drives mostly
from early adopter advocacy in the tech
crowds of San Francisco 
Dropbox got 70.000 users overnight by
creating a 2 min video intended for a
Digg audience
Airbnb hustled their first $30k by
designing politically themed cereal
boxes 
Dropbox got 70.000 users overnight by creating a
2 min video intended for a Digg audience
What works
for them will
not work for
you…
Uber got their first 10.000 drives mostly
from early adopter advocacy in the tech
crowds of San Francisco 
Dropbox got 70.000 users overnight by
creating a 2 min video intended for a
Digg audience
Dropbox got 70.000 users overnight by creating a
2 min video intended for a Digg audience
What works
for them will
not work for
you…
Airbnb hustled their first $30k by
designing politically themed cereal
boxes
Dropbox got 70.000 users overnight by
creating a 2 min video intended for a
Digg audience
Dropbox got 70.000 users overnight by creating a
2 min video intended for a Digg audience
What works
for them will
not work for
you…
Uber got their first 10.000 drives mostly
from early adopter advocacy in the tech
crowds of San Francisco 
Airbnb hustled their first $30k by
designing politically themed cereal
boxes
THIS IS BULLSHIT
In 1948 Brownie Wise invented the
Tupperware Party to distribute the
product
It was the first growth hack
The way your customers meet your
product is part of your product
“Your audience is different
Your product is different
Your customer journey is different

Your BUSINESS is different”
Brian Balfour
This is a story about PROCESS
This is a story about PROCESS
Why?
The number one reason that we pass on
entrepreneurs we’d otherwise like to back
is that they focus on product to the
exclusion of everything else...

Many entrepreneurs who build great
products simply don’t have a good
distribution strategy. Even worse is
when they insist that they don’t need one,
or call no distribution strategy a “viral
marketing strategy”.
– Marc Andreesen
“	
”
All Growth Machine tools are free to download
Download the Growth Machine template
Companies using the Founders Growth Machine
Our story
In the process of
building 10+
companies we did
several experiments
Complication

Many opportunities
Lack of insights
So much noise
Outcome

No prioritization
No awareness of impact vs. costs
No learning
NOT ABLE TO
SEE ANYTHING
We needed a structure
We needed a process
to provide us the tactics
We needed a GROWTH MACHINE
Founders Growth Machine
- the process for finding your silver bullet -
Backlog
 Experiment doc
 Pipeline
The Backlog
- to quickly list, score and prioritize experiments - 
Backlog
 Experiment doc
 Pipeline
1 2 3
List all good ideas
for innovative
experiments
Quickly define
each activity on
expected result,
time to be used
and costs
Distinguish
between
acquisition,
awareness and
other activities
The Backlog
- to quickly list, score and prioritize experiments -
Structured according to AARRR funnel
The Backlog
- to quickly list, score and prioritize experiments - 
1 2 3
List all good ideas
for innovative
experiments
Quickly define
each activity on
expected result,
time to be used
and costs
Distinguish
between
acquisition,
awareness and
other activities
The Experiment Document
- to document experiments and learnings -
Backlog
 Experiment doc
 Pipeline
Describe	the	ac.vity	you	would	
like	to	promote	–	keep	it	simple!	
1
The Experiment Document
- to document experiments and learnings -
Structure:

1. Objective
2. Hypothesis
3. Experiment design

1. Expected results
2. Expected costs
3. Gut feeling score (1-5)

1. Results
2. Learnings (why)
3. Next steps
Describe	the	ac.vity	you	would	
like	to	promote	–	keep	it	simple!	
1
2
The Experiment Document
- to document experiments and learnings -
Quickly	and	simply	describe	
purpose,	hypothesis,	experiment	
design	
Structure:

1. Objective
2. Hypothesis
3. Experiment design

1. Expected results
2. Expected costs
3. Gut feeling score (1-5)

1. Results
2. Learnings (why)
3. Next steps
Describe	the	ac.vity	you	would	
like	to	promote	–	keep	it	simple!	
1
2
The Experiment Document
- to document experiments and learnings -
Quickly	and	simply	describe	
purpose,	hypothesis,	experiment	
design	
3
Take	advantage	of	wri3ng	things	
down	before	doing	anything	else	
Structure:

1. Objective
2. Hypothesis
3. Experiment design

1. Expected results
2. Expected costs
3. Gut feeling score (1-5)

1. Results
2. Learnings (why)
3. Next steps
Structure:

1. Objective
2. Hypothesis
3. Experiment design

1. Expected results
2. Expected costs
3. Gut feeling score (1-5)

1. Results
2. Learnings (why)
3. Next steps
Completed
before
experiment
Completed
after
experiment
Describe	the	ac.vity	you	would	
like	to	promote	–	keep	it	simple!	
1
2
3
The Experiment Document
- to document experiments and learnings -
Quickly	and	simply	describe	
purpose,	hypothesis,	experiment	
design	
Take	advantage	of	wri3ng	things	
down	before	doing	anything	else
Backlog
 Experiment doc
 Pipeline
The Pipeline
- to track and get overview of experiments -
1 2 3
Place all your
promoted
experiments in the
Pipeline
Quickly define
each activity on
expected result,
time to be used
and costs
Distinguish
between
acquisition,
awareness and
other activities
The Pipeline
- to track and get overview of experiments -
The tools mentioned above are all free at

growth.founders.as
Download the Growth Machine template
Companies using the Founders Growth Machine
How to apply the Growth Machine
Epiphany
of a new
growth
hack
Put it in
the
Backlog.
Fill out
step 1-6 

in the
experimen
t doc.
Discuss
steps 1-6
at the
weekly
meeting.
Promote
to
Pipeline,
start exp.
Reflect
on WHY.
Note
down
learnings.
Present
findings at
the
growth
meeting.
1
2
3
45
6
7
What we got out of it
		
More structure 
 Better visibility 
 Improved learning
A simple and
structured
overview of our
marketing
experiments
Better tracking of
performance by
comparing initial
hypothesis with
actual results
Better
understanding of
what works and not
- and WHY
BUT…
A TOOL IS ONLY AS GOOD AS THE
PERSON APPLYING IT
Learning & Impact
over
Activity & Ideas
RIGOROUS
DISCIPLINE
Main Purpose is to
Learn & Become better
It’s a MINDSET
A TOOL IS ONLY AS GOOD AS THE
PERSON APPLYING IT
Learning & Impact
over
Activity & Ideas
RIGOROUS
DISCIPLINE
Main Purpose is to
Learn & Become better
All resources mentioned in this presentation are available for free

growth.founders.as

Download the Growth Machine template for free
Companies using the Founders Growth Machine

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Growth hacking done the right way - our experience building 10+ companies - free templates included

  • 1. THE GROWTH MACHINE Doing growth hacking the right way - including free resources and templates - based on hands-on execution from growing 10+ companies
  • 2. Uber got their first 10.000 drives mostly from early adopter advocacy in the tech crowds of San Francisco Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience Airbnb hustled their first $30k by designing politically themed cereal boxes Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience What works for them will not work for you…
  • 3. Uber got their first 10.000 drives mostly from early adopter advocacy in the tech crowds of San Francisco Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience What works for them will not work for you… Airbnb hustled their first $30k by designing politically themed cereal boxes
  • 4. Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience What works for them will not work for you… Uber got their first 10.000 drives mostly from early adopter advocacy in the tech crowds of San Francisco Airbnb hustled their first $30k by designing politically themed cereal boxes
  • 5.
  • 7.
  • 8. In 1948 Brownie Wise invented the Tupperware Party to distribute the product
  • 9. It was the first growth hack
  • 10. The way your customers meet your product is part of your product
  • 11. “Your audience is different Your product is different Your customer journey is different Your BUSINESS is different” Brian Balfour
  • 12. This is a story about PROCESS
  • 13. This is a story about PROCESS Why?
  • 14.
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. The number one reason that we pass on entrepreneurs we’d otherwise like to back is that they focus on product to the exclusion of everything else... Many entrepreneurs who build great products simply don’t have a good distribution strategy. Even worse is when they insist that they don’t need one, or call no distribution strategy a “viral marketing strategy”. – Marc Andreesen “ ”
  • 20. All Growth Machine tools are free to download Download the Growth Machine template Companies using the Founders Growth Machine
  • 22. In the process of building 10+ companies we did several experiments
  • 23. Complication Many opportunities Lack of insights So much noise
  • 24. Outcome No prioritization No awareness of impact vs. costs No learning
  • 25. NOT ABLE TO SEE ANYTHING
  • 26.
  • 27. We needed a structure We needed a process to provide us the tactics
  • 28. We needed a GROWTH MACHINE
  • 29. Founders Growth Machine - the process for finding your silver bullet - Backlog Experiment doc Pipeline
  • 30. The Backlog - to quickly list, score and prioritize experiments - Backlog Experiment doc Pipeline
  • 31. 1 2 3 List all good ideas for innovative experiments Quickly define each activity on expected result, time to be used and costs Distinguish between acquisition, awareness and other activities The Backlog - to quickly list, score and prioritize experiments -
  • 32. Structured according to AARRR funnel The Backlog - to quickly list, score and prioritize experiments - 1 2 3 List all good ideas for innovative experiments Quickly define each activity on expected result, time to be used and costs Distinguish between acquisition, awareness and other activities
  • 33. The Experiment Document - to document experiments and learnings - Backlog Experiment doc Pipeline
  • 34. Describe the ac.vity you would like to promote – keep it simple! 1 The Experiment Document - to document experiments and learnings - Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
  • 35. Describe the ac.vity you would like to promote – keep it simple! 1 2 The Experiment Document - to document experiments and learnings - Quickly and simply describe purpose, hypothesis, experiment design Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
  • 36. Describe the ac.vity you would like to promote – keep it simple! 1 2 The Experiment Document - to document experiments and learnings - Quickly and simply describe purpose, hypothesis, experiment design 3 Take advantage of wri3ng things down before doing anything else Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
  • 37. Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps Completed before experiment Completed after experiment Describe the ac.vity you would like to promote – keep it simple! 1 2 3 The Experiment Document - to document experiments and learnings - Quickly and simply describe purpose, hypothesis, experiment design Take advantage of wri3ng things down before doing anything else
  • 38. Backlog Experiment doc Pipeline The Pipeline - to track and get overview of experiments -
  • 39. 1 2 3 Place all your promoted experiments in the Pipeline Quickly define each activity on expected result, time to be used and costs Distinguish between acquisition, awareness and other activities The Pipeline - to track and get overview of experiments -
  • 40. The tools mentioned above are all free at growth.founders.as Download the Growth Machine template Companies using the Founders Growth Machine
  • 41. How to apply the Growth Machine Epiphany of a new growth hack Put it in the Backlog. Fill out step 1-6 
 in the experimen t doc. Discuss steps 1-6 at the weekly meeting. Promote to Pipeline, start exp. Reflect on WHY. Note down learnings. Present findings at the growth meeting. 1 2 3 45 6 7
  • 42. What we got out of it More structure Better visibility Improved learning A simple and structured overview of our marketing experiments Better tracking of performance by comparing initial hypothesis with actual results Better understanding of what works and not - and WHY
  • 44. A TOOL IS ONLY AS GOOD AS THE PERSON APPLYING IT Learning & Impact over Activity & Ideas RIGOROUS DISCIPLINE Main Purpose is to Learn & Become better
  • 45. It’s a MINDSET A TOOL IS ONLY AS GOOD AS THE PERSON APPLYING IT Learning & Impact over Activity & Ideas RIGOROUS DISCIPLINE Main Purpose is to Learn & Become better
  • 46. All resources mentioned in this presentation are available for free growth.founders.as Download the Growth Machine template for free Companies using the Founders Growth Machine