Growth Pathik Shah  @pathik  @hikeapp
Why am I here?
hike           0-1M in 8 weeks           1-2M in 2 weeksWe’re now 14 weeks since global launch
hike  Hit #1 on Google Play India Hit #1 on iOS App Store IndiaHit #2 on WP Marketplace India
Start Ups
Awesome             Smart Product           Marketing                   Innovative   Vast                    BusinessDistr...
Product: Decides your eventual fateDistribution: Accelerates it
Product  Core Product ValueUser Experience/Design  Product Market Fit
Distribution          “Startup = Growth” - Paul Graham   “Distribution is the biggest problem faced by every             p...
How?     Web                    Mobile                            Organic   Organic                Mobile ads  Online ads ...
Traditional Marketing                Most channels, saturated    The winner is usually the one with deeper pocketsAll you ...
Differentiate Not only your product, but also your growth strategyFind new, under-explored channels for user acquisition  ...
Growth HackingProduct + Marketing + Analytics           BuildMeasure               Market
Acquisition    ActivationAAR   RetentionRR    ReferralC     Revenue      Churn
Traditional Marketing         Growth Hacking  Incremental - 10%           Moonshot - 10X    Linear Growth            Expon...
Growth• Build virality into the product• friends are on it more valuable for the user if their    Make the product• reward...
Engagement• Address a real pain-point• Make the product much better than the competition• your competitors improve what yo...
What you need  Single user utility  The “aha” moment  A rapid viral loop
Single User Utility• effects untila he gets enoughsocial system with network   To retain new user in a                    ...
the “aha” moment• an engaged user of whether a new user will turn into   Leading indicator• users your “aha” moment. Analy...
the “aha” moment•   Facebook: 7 friends in 10 days•   Twitter: Follow 30 users•   Zynga: Come back after 1 day•   Dropbox:...
Viral Loop•     The viral loop - the steps a user goes through between    joining to inviting the next set of new users.• ...
New User         Registration         Single User                The           Utility                  Viral        “Aha”...
Induced Virality   Explosive    Growth
Hotmail         First to launch web-based emailEmail footer: “Get your free email at Hotmail.com”
PayPalReferral scheme: $10 to referrers/new usersLeveraged eBay’s platform to drive adoption
DropboxReferral program > virality > explosive growth        Social media referral program     Embed plugins > visibility ...
Youtube               Free video hosting      Embed videos > visibility > growthEnable users to build an audience; attract...
AirbnbTackled the marketplace chicken-and-egg problem; created         supply/demand by spamming Craigslist  Targeted a ni...
hike - what we do1. Focus on Growth & Engagement2. Build an amazing product to engage/retain users3. Early adopters; focus...
hike - what we’re aiming for    Awesome Product                     Rapid Growth            +                             ...
2.0Sneak Preview
31st March
Links•   http://www.quora.com/Growth-Hackers•   http://www.quora.com/Viral-Growth-and-Analytics•   http://techcrunch.com/2...
@pathikpathik@hike.in     hike  @hikeapp
Going Viral strategies shared by Pathik - Hike for #PNMeetup
Going Viral strategies shared by Pathik - Hike for #PNMeetup
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Going Viral strategies shared by Pathik - Hike for #PNMeetup

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Going Viral strategies shared by Pathik - Hike for #PNMeetup

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Going Viral strategies shared by Pathik - Hike for #PNMeetup

  1. 1. Growth Pathik Shah @pathik @hikeapp
  2. 2. Why am I here?
  3. 3. hike 0-1M in 8 weeks 1-2M in 2 weeksWe’re now 14 weeks since global launch
  4. 4. hike Hit #1 on Google Play India Hit #1 on iOS App Store IndiaHit #2 on WP Marketplace India
  5. 5. Start Ups
  6. 6. Awesome Smart Product Marketing Innovative Vast BusinessDistribution Model 6
  7. 7. Product: Decides your eventual fateDistribution: Accelerates it
  8. 8. Product Core Product ValueUser Experience/Design Product Market Fit
  9. 9. Distribution “Startup = Growth” - Paul Graham “Distribution is the biggest problem faced by every product/startup” - Peter Thiel“Distribution and retention are Wilson on mobile than on web” - Fred harder
  10. 10. How? Web Mobile Organic Organic Mobile ads Online ads Social Media Social Media SEO/SEMTraditional ads Appstore gaming Traditional ads
  11. 11. Traditional Marketing Most channels, saturated The winner is usually the one with deeper pocketsAll you can do is come up to par withof them need to leapfrog ahead the competition; you
  12. 12. Differentiate Not only your product, but also your growth strategyFind new, under-explored channels for user acquisition Build growth/engagement loops into your product Always aim for hockey-stick growth
  13. 13. Growth HackingProduct + Marketing + Analytics BuildMeasure Market
  14. 14. Acquisition ActivationAAR RetentionRR ReferralC Revenue Churn
  15. 15. Traditional Marketing Growth Hacking Incremental - 10% Moonshot - 10X Linear Growth Exponential GrowthUnrelated to the product Built into the product Acquisition Acquisition + Retention Saturated Under-exploredIncreasing CPA at scale Decreasing CPA at scale
  16. 16. Growth• Build virality into the product• friends are on it more valuable for the user if their Make the product• rewards which drive furthertheir friends through in-app Incentivize users to invite engagement• Leverage existing networks/channels
  17. 17. Engagement• Address a real pain-point• Make the product much better than the competition• your competitors improve what you have; offer what Listen to users; don’t• Form habits to boost product engagement
  18. 18. What you need Single user utility The “aha” moment A rapid viral loop
  19. 19. Single User Utility• effects untila he gets enoughsocial system with network To retain new user in a friends on board• Increases engagement & retention; reduces churn
  20. 20. the “aha” moment• an engaged user of whether a new user will turn into Leading indicator• users your “aha” moment. Analyze existing engaged Find• Get new users to the “aha” moment as soon as you can
  21. 21. the “aha” moment• Facebook: 7 friends in 10 days• Twitter: Follow 30 users• Zynga: Come back after 1 day• Dropbox: Upload 1 file
  22. 22. Viral Loop• The viral loop - the steps a user goes through between joining to inviting the next set of new users.• Once the user hits his “aha” moment, ensure zero friction to the viral loop• Make it easy to invite and get their friends on board• Artificially accelerate the viral loop through referral rewards
  23. 23. New User Registration Single User The Utility Viral “Aha” moment LoopChurn Retention Referral
  24. 24. Induced Virality Explosive Growth
  25. 25. Hotmail First to launch web-based emailEmail footer: “Get your free email at Hotmail.com”
  26. 26. PayPalReferral scheme: $10 to referrers/new usersLeveraged eBay’s platform to drive adoption
  27. 27. DropboxReferral program > virality > explosive growth Social media referral program Embed plugins > visibility > growth
  28. 28. Youtube Free video hosting Embed videos > visibility > growthEnable users to build an audience; attract content
  29. 29. AirbnbTackled the marketplace chicken-and-egg problem; created supply/demand by spamming Craigslist Targeted a niche on Craigslist, and made it 10X better
  30. 30. hike - what we do1. Focus on Growth & Engagement2. Build an amazing product to engage/retain users3. Early adopters; focus on users; act on feedback; improve4. Smart user acquisition5. Amplify referrals through rewards
  31. 31. hike - what we’re aiming for Awesome Product Rapid Growth + + Great Distribution Great Engagement The best position a startup can be in:• through networks of engaged users, differentiatednetwork Large user experience, and defensible through effects. - Fred Wilson, USV
  32. 32. 2.0Sneak Preview
  33. 33. 31st March
  34. 34. Links• http://www.quora.com/Growth-Hackers• http://www.quora.com/Viral-Growth-and-Analytics• http://techcrunch.com/2012/09/07/defining-a-growth-hacker-5-ways-growth-hackers-changed-marketing/• http://techcrunch.com/2012/10/20/defining-a-growth-hacker-growth-is-not-a-marketing-strategy/• http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/• http://www.growhack.com/2012/12/04/discovering-your-aha-moment/• http://andrewchen.co/2007/07/11/whats-your-viral-loop-understanding-the-engine-of-adoption/
  35. 35. @pathikpathik@hike.in hike @hikeapp

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