Growth Hacking: The Art & Science
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Growth Hacking - The systemised process of increasing a defined North Star Metric by utilising the skills and expertise of people with advanced technical knowledge.
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Growth Hacking: The Art & Science
- 1. ART & SCIENCE of GROWTH HACKING Daniel Smith
- 2. Travel back to a time when there lived one of the greatest minds in human history
- 6. Innovation
- 7. A time of unthinkable achievement
- 8. Travel back to the late 15th and Early 16th century and meet...
- 9. Simplicity is the ultimate sophistication. Leonardo da Vinci
- 10. From critically acclaimed art, to invention, feats of engineering, sciences in anatomy - he was a jack of all trades and certainly a master of many
- 11. He cleverly crossed his artistic and scientific skills across channels and one could not be siloed
- 12. You may like to ask yourself, how would Leonardo fit into your organisation?
- 13. What does Leonardo have to do with Growth Hacking?
- 15. “Growth Hacking” Will Become the Priority for CMOs and CEOs. The disappearance of a traffic dividend, the waste of traditional advertising and cheating in digital ad releases are actual problems vexing most companies in their growth.
- 16. The entire marketing team is being disrupted. Rather than a VP of Marketing with a bunch of non-technical marketers reporting to them, instead growth hackers are engineers leading teams of engineers. Partner at Andreessen Horowitz
- 17. Customer Acquisition Cost (CAC) is up across the board for both B2B and B2C companies has increased by nearly 50% over the past five years
- 19. What is Growth Hacking
- 20. A process of rapid experimentation across marketing funnel, product development, sales segments, and other areas of the business to identify the most efficient ways to grow a business.
- 21. What is Growth Hacking
- 22. Growth is not defined by results, but it has results.
- 23. Growth: “The process of increasing [SOMETHING]”
- 24. If growth is a process then it can be systemised.
- 25. So Growth Hacking can be defined as: The systemised process of increasing something by hacking.
- 26. What is Growth Hacking
- 27. Hacker: “an expert with advanced technical knowledge”
- 28. Expanded definition: The systemised process of increasing something by utilising the skills and expertise of people with advanced technical knowledge. Expanded definition: The systemised process of increasing something by utilising the skills and expertise of people with advanced technical knowledge.
- 29. The North Star Metric
- 30. Used for guidance and direction of the organisation
- 31. Helps to determine the current position
- 32. Tightly related to time
- 33. Defined on a per company basis
- 34. ● The number of people walking through the door, ● The number of people who return more than X times, ● Number of trials taken up, ● How many reach a certain point in the sales funnel, ● Revenue per user, ● Or it could be a combination of several different values
- 35. A. It can be measured, and B. It is an accurate indicator of growth
- 36. Using Revenue as a North Star
- 39. Using New Users as a North Star
- 42. Reducing Churn
- 45. Using Retained Users as a North Star
- 50. Expanded definition: The systemised process of increasing something by utilising the skills and expertise of people with advanced technical knowledge. Expanded definition: The systemised process of increasing The North Star by utilising the skills and expertise of people with advanced technical knowledge.
- 51. What Makes A Growth Team?
- 52. A growth hacker is … a person whose true north is growth. Everything they do is scrutinized by its potential impact on scalable growth. Sean Ellis
- 54. Learning never exhausts the mind. Leonardo da Vinci
- 55. 1. An insatiable thirst for knowledge Great Growth Teams Have
- 56. Art is never finished, only abandoned. Leonardo da Vinci
- 57. 2. A Naturally Creative Flair Great Growth Teams Have
- 58. Commence with experience and from this proceed to investigate the reason. Leonardo da Vinci
- 59. 3. Are Inventive Seeking Out Opportunity Great Growth Teams
- 60. For once you have tasted flight you will walk the earth with your eyes turned skywards. Leonardo da Vinci
- 61. 4. Can Visualise The Big Picture Great Growth Teams
- 62. All sciences are vain and full of errors that are not born of experience, the mother of all knowledge. Leonardo da Vinci
- 63. 5. Experiment & Expect Failure Great Growth Teams
- 64. The human foot is a masterpiece of engineering and a work of art. Leonardo da Vinci
- 65. 6. Skilled, and Self Contained Great Growth Teams
- 66. Key Takeaways
- 67. Growth Hacking is about more than numbers, it is both an art and science performed by a skilled technically adept team.
- 68. And the numbers are just as important
- 69. Growth Hacking is more about a mindset that includes Creativity, Science, Experimentation, Dreaming Big and a Thirst for Knowledge
- 70. Work out a well defined North Star it will help focus your growth efforts
- 71. “Growth Hacking” Will Become the Priority for CMOs and CEOs.
- 72. Q&A
Editor's Notes
- Gratitudes
- Leonardo Introduction
- Leonardo Introduction
- Leonardo Introduction
- Leonardo Introduction
- Leonardo Introduction
- Leonardo Introduction
- Leonardo Introduction
- Venture Capital Firm
- According to the information provided on wikipedia growth hacking is...
- Start with Growth
- What does this mean? Some say: Growth is More Sales, Increased Profits, Higher Education, More Staff or More of something else... Growth is often used to describe the results of 5 key areas: Business, Wealth, Personal, Physical, Spiritual
- This is great, because ....
- But what about the word hacking?
- The word brings to mind the thought of scams, viruses, cyber crime, and teenagers in basements. But there is another explanation The term Growth Hacking originates from which the term Growth Hacker which was originally used to describe the type of personality needed for a specific type of role. The use of the word Hacker has this meaning:
- So to expand on our definition of growth hacking let’s add that in:
- What is the “Something”? There is no one answer, it differs by organisation, but we do have a framework for it… In Growth Hacking Speak, the question of what are we working to increase is answered with ....
- The north star has a dual role in the growth process: It is used as a way to...
- Firstly It gives your team something to aim toward without constant guidance.
- Secondly it helps to indicate the current direction your company is traveling in.
- Anything can be a North Star as long as it meets the criteria of...
- Depends on the company's long term goals, mission and vision, products, processes, the Market and more. Some examples of what might could be used to define a North Star: The number of people walking through the door, The number of people who return more than N times, Number of trials taken up, How many reach a certain point in the sales funnel, Revenue per user, Or it could be a combination of several different values
- Depends on the company's long term goals, mission and vision, products, processes, the Market and more. Some examples of what might could be used to define a North Star: The number of people walking through the door, The number of people who return more than N times, Number of trials taken up, How many reach a certain point in the sales funnel, Revenue per user, Or it could be a combination of several different values
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Take this example - It’s based on $10 Revenue per user per month in a subscription model. Looking at this chart, one might see growth - and they’d be correct - there is revenue growth. Is Revenue a good indicator of growth? On the surface one might agree that it is… but let’s look a little closer at the users
- What we see here is that new users Then we see that when it comes to new users and lost users it is stagnant, there is no movement. There is a saying perhaps you know it… If it’s standing still, it is going backwards… is this example company truly growing?
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Take this example - It’s based on $10 Revenue per user per month in a subscription model. Looking at this chart, one might see growth - and they’d be correct - there is revenue growth. Is Revenue a good indicator of growth? On the surface one might agree that it is… but let’s look a little closer at the users
- What we see here is that new users Then we see that when it comes to new users and lost users it is stagnant, there is no movement. There is a saying perhaps you know it… If it’s standing still, it is going backwards… is this example company truly growing?
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Take this example - It’s based on $10 Revenue per user per month in a subscription model. Looking at this chart, one might see growth - and they’d be correct - there is revenue growth. Is Revenue a good indicator of growth? On the surface one might agree that it is… but let’s look a little closer at the users
- What we see here is that new users Then we see that when it comes to new users and lost users it is stagnant, there is no movement. There is a saying perhaps you know it… If it’s standing still, it is going backwards… is this example company truly growing?
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Take this example - It’s based on $10 Revenue per user per month in a subscription model. Looking at this chart, one might see growth - and they’d be correct - there is revenue growth. Is Revenue a good indicator of growth? On the surface one might agree that it is… but let’s look a little closer at the users
- What we see here is that new users Then we see that when it comes to new users and lost users it is stagnant, there is no movement. There is a saying perhaps you know it… If it’s standing still, it is going backwards… is this example company truly growing?
- Do you see the similarity, what strategy do you think Slack, the fastest growing tech company, using?
- The point is, to increase growth - start by discovering the best north star for your organisation.
- What is the “Something”? There is no one answer, it differs by organisation, but we do have a framework for it… In Growth Hacking Speak, the question of what are we working to increase is answered with ....
- Return to Leonardo...
- Remember Leonardo… A great growth team is made up of very similar traits
- An insatiable thirst for knowledge!
- In today’s data filled world Leonardo da Vinci would be having a field day. Like him, a great growth hacking team is made up of people who have an insatiable thirst for knowledge. They love to analyse data and ask questions of the data They love to find new ways to gather data.
- An insatiable thirst for knowledge!
- Return to Leonardo...
- An insatiable thirst for knowledge!
- He sought out everyday problems and worked on solutions that were not conventional. Growth teams are not conventional either, they invent new ways to sole issues.
- An insatiable thirst for knowledge!
- Leonardo was creative in many ways, artistically, scientifically... As an artist he used his knowledge of science and as a scientist he took creative approach to solving problems. A great growth team employs creative thinkers
- An insatiable thirst for knowledge!
- A great growth team experiments consistently - they take a scientific approach to growth Hypothesising, Experimenting, Evaluating, Collaborating and
- An insatiable thirst for knowledge!
- 6. He was skilled, and self contained Beside all of his attributes, Leonardo was also skilled at implementation. He was able to do the tasks himself. Likewise a Growth team has and needs the ability to set and run the tasks they set themselves. They are a self contained unit with the freedom and accountability to move about the company and put in place changes related to growth.
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.
- Do you agree with Forbes in a recent article:
- Some North Star Metrics are better than others. To illustrate this let’s take a look at some data - albeit contrived.