1.
Growth (Hacking)
H5 - HETIC 2016

2.
Sommaire
15/02: GH 101
16/02: Growth for startups

3.
« A growth hacker is a person
whose true north is growth. »

4.
Growth Hacking
A semantic battle

5.
Growth Hacking

6.
Scalable and
repeatable tactics for
exponential growth.

7.
Growth Hacking

8.
Create && Hijack

9.
Is ____ Growth Hacking?

10.
!== Developer

11.
Full stack marketers

12.
Data is power

13.
Test && Break

14.
Data +
Product +
Marketing =
Growth Hacking

15.
You don’t need a
growth team.

16.
Fuck humans.

17.
Save time?
+ Better results?
+ More revenue?
How do I automate this?

18.
CAC < ARPA
Margin++

19.
Marketing vs. Growth
Customers / Channels

20.
Marketing vs. Growth
MoM Growth %

21.
Marketing vs. Growth
$$$$$

22.
Classic { hacks }

23.
Payload
+ Frequency
+ CR%
= Virality

24.
Hotmail

25.
Paypal

26.
Airbnb vs. Craiglist

27.
Dropbox

28.
Toolbox
SaaS tools, APIs, Custom

29.
Segment

30.
FullStory

31.
Customer IO

32.
Clearbit / Augur

33.
import.io

34.
Custom
Zapier > *

35.
Small hacks

36.
Home made CRM

37.
NPS automation

38.
Email sent to all users 1 day after free trial ended

39.
Sends visitor to mention.net, records the « Answered
NPS Survey » event with score value and free/paid
segmentation, then redirects to a google form
https://web.mention.net/nps?kmi={{email}}&kme=Answered NPS
Survey&km_NPS Score=10&km_NPS type=free&next=free&form_entry.
729634105={{email}}&form_entry.540215436=10 (Great)

40.
User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
next=free
form_entry.729634105={{email}}
form_entry.540215436=10 (Great)
User segmentation
User ID
Score value

41.
Free email checker

42.
Last thoughts

43.
GH adoption curve

44.
Keep things under
control

45.
II. Growth as a startup

46.
What matters most
for Growth?

47.
Great product…

48.
…Fantastic retention.

49.
How many active
users are still using
your product?

50.
If (%aU at x+1 < %aU at x) {
Focus on product
} else {
Growth
}

51.
10% net churn = no
customers in 10
months

52.
Cohort analysis

53.
Cohort
People with the same
characteristics over a period of
time.

54.
Month 1 Month 2 Month 3
Jan 100 % 97 % 92 %
Feb 100 % 95 %
Apr 100 %

55.
You don’t need a
growth team.

56.
Find your
North Star.

57.
What is your North Star?

58.
Getting your magic
moment.

59.
« When are your users getting the
most value out of your product? »

60.
Facebook

61.
The marginal user

62.
AARRR framework

63.
Acquisition How do they find you?
Activation Do they have a great first experience?
Retention Do they come back?
Revenue How do you make money?
Referal Do users tell others?

64.
SaaS Metrics

65.
MRR
Revenue per month

66.
Churn Rate

67.
ARPU
MRR / Nb users

68.
CLT
1/Churn

69.
CLTV
1/Churn * ARPU

70.
Best practices

71.
1. Get your data right

72.
1.1 Choosing metrics

73.
North Star metric

74.
What do you want to learn?
What’s most important NOW?

75.
Vanity metrics

76.
≠ Totals
Total users, signups…

77.
Choose a time window
Daily, Weekly, Monthly…

78.
Go for weekly/monthly
Weekly signups, weekly signup rate…

79.
1.2 Customer data

80.
Lifecycle data,
behavioral data…

81.
Design, optimize CR,
better campaigns,
user feedback,
support.

82.
Beware of
inconsistencies.

83.
Figure out what you
need to track.

84.
Rumble example

85.
Be a fucking squirrel.
Store it for later.

86.
1.3 Choosing the right
tools

87.
Qualitative vs.
Quantitative

88.
Survey/NPS, LiveChat,
Heatmapping

89.
Web analytics,
behavioral, A/B
testing, real-time

90.
2. Build a sales model

91.
Step #1: Create a
Customer Profile

92.
Step #2: Discover
Scalable Lead Sources

93.
Step #3: Develop a
Successful Sales
Process

94.
Key metrics
New leads, leads that qualify /
close, avg. time to close…

95.
Before the startup

96.
Before the startup

97.
1. ≠ Counterintuitive
Startup is like skiing

98.
≠ Counterintuitive

99.
Do. not. follow. your
instincts.

100.
Except with people.

101.
2. ≠ Expertise in startups
Zuckerberg was not an expert in
Facebook

102.
Be an expert of your
market & users.

103.
How to get startup
ideas?

104.
Conscious ideas are bad
and plausible.

105.
Good ideas are not
designed to be
companies. At first.

106.
It usually starts as a
side project.

107.
It usually starts as a
side project.

108.
How to get
unconscious ideas?

109.
Learn things that
matter.

110.
Work on problems
that interest you

111.
Work on problems
that interest you.

112.
With people that
you like and
respect.

113.
College is not for
startups. Learn
powerful things.

114.
How to start
building a startup?

115.
The N00b approach

116.
Build in secret

117.
Press Launch

118.
Wait for users

119.
What should you
do now?

120.
Get to know your
industry. Become
an expert.

121.
Get your hands
dirty…

122.
Identify customer
segments &&
design ideal UX

123.
Prototype, fake it
until you make it.

124.
Go for MVP ETP

125.
The smallest
feature set to solve
your problem

126.
Your first users

127.
You
Mom
Your co-founders + friends
Communities
Niche influencers
Cold emails

128.
Honesty curve

129.
Build fast, optimize
for your stage,
manual before
automation.

130.
How to ProductHunt

131.
PH Algorithm
•Sum of upvotes
•Veterans > newbies
•Direct link > Home
•Time elapsed
•Nb of comments?

132.
Find a superuser
http://www.yvoschaap.com/producthunt/
https://api.producthunt.com

133.
PH day cycle
Midnight to midnight PST

134.
For every hour earlier
{ +8.7% total upvotes. }

135.
ProductHunt Checklist

136.
[x] Introduce yourself

137.
[x] Fill all the information

138.
[x] Master the 30 first
votes

139.
[x] But don’t ask for
upvotes

140.
[x] Add a referral
message

141.
[x] Be exclusive

142.
[x] Share your metrics

143.
[x] Twitter ads

144.
Small PH Hacks

145.
Automate PH with
Zapier

146.
Early stage lead
generation

147.
Define your niche

148.
US Marketers
+ from startups
+ who do webinars
+ disappointed

149.
Lead sources?

150.
PH GET /v1/users

151.
PH
GET /v1/{{postID}}/votes

152.
Slack Channels

153.
Quora

154.
Mechanical Turk

155.
Growth Status @
Rumble

156.
gilles@rumble.live