Growth (Hacking)
H5 - HETIC 2016
Sommaire
15/02: GH 101
16/02: Growth for startups
« A growth hacker is a person
whose true north is growth. »
Growth Hacking
A semantic battle
Growth Hacking
Scalable and
repeatable tactics for
exponential growth.
Growth Hacking
Create && Hijack
Is ____ Growth Hacking?
!== Developer
Full stack marketers
Data is power
Test && Break
Data +
Product +
Marketing =
Growth Hacking
You don’t need a
growth team.
Fuck humans.
Save time?
+ Better results?
+ More revenue?
How do I automate this?
CAC < ARPA
Margin++
Marketing vs. Growth
Customers / Channels
Marketing vs. Growth
MoM Growth %
Marketing vs. Growth
$$$$$
Classic { hacks }
Payload
+ Frequency
+ CR%
= Virality
Hotmail
Paypal
Airbnb vs. Craiglist
Dropbox
Toolbox
SaaS tools, APIs, Custom
Segment
FullStory
Customer IO
Clearbit / Augur
import.io
Custom
Zapier > *
Small hacks
Home made CRM
NPS automation
Email sent to all users 1 day after free trial ended
Sends visitor to mention.net, records the « Answered
NPS Survey » event with score value and free/paid
segmentation, then ...
User ID
Event name
Score value
User segmentation
kmi={{email}}
kme=Answered NPS Survey
km_NPS Score=10
km_NPS type=free
ne...
Free email checker
Last thoughts
GH adoption curve
Keep things under
control
II. Growth as a startup
What matters most
for Growth?
Great product…
…Fantastic retention.
How many active
users are still using
your product?
If (%aU at x+1 < %aU at x) {
Focus on product
} else {
Growth
}
10% net churn = no
customers in 10
months
Cohort analysis
Cohort
People with the same
characteristics over a period of
time.
Month 1 Month 2 Month 3
Jan 100 % 97 % 92 %
Feb 100 % 95 %
Apr 100 %
You don’t need a
growth team.
Find your
North Star.
What is your North Star?
Getting your magic
moment.
« When are your users getting the
most value out of your product? »
Facebook
The marginal user
AARRR framework
Acquisition How do they find you?
Activation Do they have a great first experience?
Retention Do they come back?
Revenue H...
SaaS Metrics
MRR
Revenue per month
Churn Rate
ARPU
MRR / Nb users
CLT
1/Churn
CLTV
1/Churn * ARPU
Best practices
1. Get your data right
1.1 Choosing metrics
North Star metric
What do you want to learn?
What’s most important NOW?
Vanity metrics
≠ Totals
Total users, signups…
Choose a time window
Daily, Weekly, Monthly…
Go for weekly/monthly
Weekly signups, weekly signup rate…
1.2 Customer data
Lifecycle data,
behavioral data…
Design, optimize CR,
better campaigns,
user feedback,
support.
Beware of
inconsistencies.
Figure out what you
need to track.
Rumble example
Be a fucking squirrel.
Store it for later.
1.3 Choosing the right
tools
Qualitative vs.
Quantitative
Survey/NPS, LiveChat,
Heatmapping
Web analytics,
behavioral, A/B
testing, real-time
2. Build a sales model
Step #1: Create a
Customer Profile
Step #2: Discover
Scalable Lead Sources
Step #3: Develop a
Successful Sales
Process
Key metrics
New leads, leads that qualify /
close, avg. time to close…
Before the startup
Before the startup
1. ≠ Counterintuitive
Startup is like skiing
≠ Counterintuitive
Do. not. follow. your
instincts.
Except with people.
2. ≠ Expertise in startups
Zuckerberg was not an expert in
Facebook
Be an expert of your
market & users.
How to get startup
ideas?
Conscious ideas are bad
and plausible.
Good ideas are not
designed to be
companies. At first.
It usually starts as a
side project.
It usually starts as a
side project.
How to get
unconscious ideas?
Learn things that
matter.
Work on problems
that interest you
Work on problems
that interest you.
With people that
you like and
respect.
College is not for
startups. Learn
powerful things.
How to start
building a startup?
The N00b approach
Build in secret
Press Launch
Wait for users
What should you
do now?
Get to know your
industry. Become
an expert.
Get your hands
dirty…
Identify customer
segments &&
design ideal UX
Prototype, fake it
until you make it.
Go for MVP ETP
The smallest
feature set to solve
your problem
Your first users
You
Mom
Your co-founders + friends
Communities
Niche influencers
Cold emails
Honesty curve
Build fast, optimize
for your stage,
manual before
automation.
How to ProductHunt
PH Algorithm
•Sum of upvotes
•Veterans > newbies
•Direct link > Home
•Time elapsed
•Nb of comments?
Find a superuser
http://www.yvoschaap.com/producthunt/
https://api.producthunt.com
PH day cycle
Midnight to midnight PST
For every hour earlier
{ +8.7% total upvotes. }
ProductHunt Checklist
[x] Introduce yourself
[x] Fill all the information
[x] Master the 30 first
votes
[x] But don’t ask for
upvotes
[x] Add a referral
message
[x] Be exclusive
[x] Share your metrics
[x] Twitter ads
Small PH Hacks
Automate PH with
Zapier
Early stage lead
generation
Define your niche
US Marketers
+ from startups
+ who do webinars
+ disappointed
Lead sources?
PH GET /v1/users
PH
GET /v1/{{postID}}/votes
Slack Channels
Quora
Mechanical Turk
Growth Status @
Rumble
gilles@rumble.live
Startup marketing 101
Startup marketing 101
Startup marketing 101
Startup marketing 101
Startup marketing 101
Startup marketing 101
Startup marketing 101
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Startup marketing 101

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Course given at HETIC in France for last year student in their Startup Marketing class. I reviewed a bunch of general topics such as growth hacking, saas metrics, growth strategy, sales models and launch strategy.

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Startup marketing 101

  1. 1. Growth (Hacking) H5 - HETIC 2016
  2. 2. Sommaire 15/02: GH 101 16/02: Growth for startups
  3. 3. « A growth hacker is a person whose true north is growth. »
  4. 4. Growth Hacking A semantic battle
  5. 5. Growth Hacking
  6. 6. Scalable and repeatable tactics for exponential growth.
  7. 7. Growth Hacking
  8. 8. Create && Hijack
  9. 9. Is ____ Growth Hacking?
  10. 10. !== Developer
  11. 11. Full stack marketers
  12. 12. Data is power
  13. 13. Test && Break
  14. 14. Data + Product + Marketing = Growth Hacking
  15. 15. You don’t need a growth team.
  16. 16. Fuck humans.
  17. 17. Save time? + Better results? + More revenue? How do I automate this?
  18. 18. CAC < ARPA Margin++
  19. 19. Marketing vs. Growth Customers / Channels
  20. 20. Marketing vs. Growth MoM Growth %
  21. 21. Marketing vs. Growth $$$$$
  22. 22. Classic { hacks }
  23. 23. Payload + Frequency + CR% = Virality
  24. 24. Hotmail
  25. 25. Paypal
  26. 26. Airbnb vs. Craiglist
  27. 27. Dropbox
  28. 28. Toolbox SaaS tools, APIs, Custom
  29. 29. Segment
  30. 30. FullStory
  31. 31. Customer IO
  32. 32. Clearbit / Augur
  33. 33. import.io
  34. 34. Custom Zapier > *
  35. 35. Small hacks
  36. 36. Home made CRM
  37. 37. NPS automation
  38. 38. Email sent to all users 1 day after free trial ended
  39. 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. 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. 41. Free email checker
  42. 42. Last thoughts
  43. 43. GH adoption curve
  44. 44. Keep things under control
  45. 45. II. Growth as a startup
  46. 46. What matters most for Growth?
  47. 47. Great product…
  48. 48. …Fantastic retention.
  49. 49. How many active users are still using your product?
  50. 50. If (%aU at x+1 < %aU at x) { Focus on product } else { Growth }
  51. 51. 10% net churn = no customers in 10 months
  52. 52. Cohort analysis
  53. 53. Cohort People with the same characteristics over a period of time.
  54. 54. Month 1 Month 2 Month 3 Jan 100 % 97 % 92 % Feb 100 % 95 % Apr 100 %
  55. 55. You don’t need a growth team.
  56. 56. Find your North Star.
  57. 57. What is your North Star?
  58. 58. Getting your magic moment.
  59. 59. « When are your users getting the most value out of your product? »
  60. 60. Facebook
  61. 61. The marginal user
  62. 62. AARRR framework
  63. 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. 64. SaaS Metrics
  65. 65. MRR Revenue per month
  66. 66. Churn Rate
  67. 67. ARPU MRR / Nb users
  68. 68. CLT 1/Churn
  69. 69. CLTV 1/Churn * ARPU
  70. 70. Best practices
  71. 71. 1. Get your data right
  72. 72. 1.1 Choosing metrics
  73. 73. North Star metric
  74. 74. What do you want to learn? What’s most important NOW?
  75. 75. Vanity metrics
  76. 76. ≠ Totals Total users, signups…
  77. 77. Choose a time window Daily, Weekly, Monthly…
  78. 78. Go for weekly/monthly Weekly signups, weekly signup rate…
  79. 79. 1.2 Customer data
  80. 80. Lifecycle data, behavioral data…
  81. 81. Design, optimize CR, better campaigns, user feedback, support.
  82. 82. Beware of inconsistencies.
  83. 83. Figure out what you need to track.
  84. 84. Rumble example
  85. 85. Be a fucking squirrel. Store it for later.
  86. 86. 1.3 Choosing the right tools
  87. 87. Qualitative vs. Quantitative
  88. 88. Survey/NPS, LiveChat, Heatmapping
  89. 89. Web analytics, behavioral, A/B testing, real-time
  90. 90. 2. Build a sales model
  91. 91. Step #1: Create a Customer Profile
  92. 92. Step #2: Discover Scalable Lead Sources
  93. 93. Step #3: Develop a Successful Sales Process
  94. 94. Key metrics New leads, leads that qualify / close, avg. time to close…
  95. 95. Before the startup
  96. 96. Before the startup
  97. 97. 1. ≠ Counterintuitive Startup is like skiing
  98. 98. ≠ Counterintuitive
  99. 99. Do. not. follow. your instincts.
  100. 100. Except with people.
  101. 101. 2. ≠ Expertise in startups Zuckerberg was not an expert in Facebook
  102. 102. Be an expert of your market & users.
  103. 103. How to get startup ideas?
  104. 104. Conscious ideas are bad and plausible.
  105. 105. Good ideas are not designed to be companies. At first.
  106. 106. It usually starts as a side project.
  107. 107. It usually starts as a side project.
  108. 108. How to get unconscious ideas?
  109. 109. Learn things that matter.
  110. 110. Work on problems that interest you
  111. 111. Work on problems that interest you.
  112. 112. With people that you like and respect.
  113. 113. College is not for startups. Learn powerful things.
  114. 114. How to start building a startup?
  115. 115. The N00b approach
  116. 116. Build in secret
  117. 117. Press Launch
  118. 118. Wait for users
  119. 119. What should you do now?
  120. 120. Get to know your industry. Become an expert.
  121. 121. Get your hands dirty…
  122. 122. Identify customer segments && design ideal UX
  123. 123. Prototype, fake it until you make it.
  124. 124. Go for MVP ETP
  125. 125. The smallest feature set to solve your problem
  126. 126. Your first users
  127. 127. You Mom Your co-founders + friends Communities Niche influencers Cold emails
  128. 128. Honesty curve
  129. 129. Build fast, optimize for your stage, manual before automation.
  130. 130. How to ProductHunt
  131. 131. PH Algorithm •Sum of upvotes •Veterans > newbies •Direct link > Home •Time elapsed •Nb of comments?
  132. 132. Find a superuser http://www.yvoschaap.com/producthunt/ https://api.producthunt.com
  133. 133. PH day cycle Midnight to midnight PST
  134. 134. For every hour earlier { +8.7% total upvotes. }
  135. 135. ProductHunt Checklist
  136. 136. [x] Introduce yourself
  137. 137. [x] Fill all the information
  138. 138. [x] Master the 30 first votes
  139. 139. [x] But don’t ask for upvotes
  140. 140. [x] Add a referral message
  141. 141. [x] Be exclusive
  142. 142. [x] Share your metrics
  143. 143. [x] Twitter ads
  144. 144. Small PH Hacks
  145. 145. Automate PH with Zapier
  146. 146. Early stage lead generation
  147. 147. Define your niche
  148. 148. US Marketers + from startups + who do webinars + disappointed
  149. 149. Lead sources?
  150. 150. PH GET /v1/users
  151. 151. PH GET /v1/{{postID}}/votes
  152. 152. Slack Channels
  153. 153. Quora
  154. 154. Mechanical Turk
  155. 155. Growth Status @ Rumble
  156. 156. gilles@rumble.live

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