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Growth Hacking Lessons From Busking On The Street

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Growth Hacking Lessons From Busking On The Street

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**Read the article version of this slideshow >> https://www.linkedin.com/pulse/growth-hacking-lessons-from-busking-street-vito-peleg/ **

Imagine this. You’re in a new country, knowing only one person in a 500 miles radius. The little savings you had are quickly running out to the point you can hardly afford a bus ticket to the city center, not to mention next month’s rent, no job and you’re not sure what you’re doing tomorrow morning.

How would you rebuild your life and business to support your dreams and goals?

An inspiring story of how I found myself in a new country, busking for money on the street and how I optimised my way from the average £40 per day up to hundreds per day using growth hacking strategies. And how YOU can do the same for your business and life.

The talk will walk you through the concept of Growth Hacking along with some processes and ideas on how you can implement the same principles yourself.

The same strategies later helped me grow my WordPress business to 6 figures in revenue by the end of year 1 and to a team of 12 by year 3, as well as making history in the WordPress community by launching the first plugin by a new company to reach 6 figures in the first month.

What we cover:
• High-level goal setting
• Building your growth machine
• Productivity optimisation
• A/B testing for the win

**Read the article version of this slideshow >> https://www.linkedin.com/pulse/growth-hacking-lessons-from-busking-street-vito-peleg/ **

Imagine this. You’re in a new country, knowing only one person in a 500 miles radius. The little savings you had are quickly running out to the point you can hardly afford a bus ticket to the city center, not to mention next month’s rent, no job and you’re not sure what you’re doing tomorrow morning.

How would you rebuild your life and business to support your dreams and goals?

An inspiring story of how I found myself in a new country, busking for money on the street and how I optimised my way from the average £40 per day up to hundreds per day using growth hacking strategies. And how YOU can do the same for your business and life.

The talk will walk you through the concept of Growth Hacking along with some processes and ideas on how you can implement the same principles yourself.

The same strategies later helped me grow my WordPress business to 6 figures in revenue by the end of year 1 and to a team of 12 by year 3, as well as making history in the WordPress community by launching the first plugin by a new company to reach 6 figures in the first month.

What we cover:
• High-level goal setting
• Building your growth machine
• Productivity optimisation
• A/B testing for the win

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Growth Hacking Lessons From Busking On The Street

  1. 1. Growth Hacking Lessons From Busking On TheStreet Vito Peleg
  2. 2. I LOVEWordCamps!
  3. 3. Imagine this…
  4. 4. What wouldyou do differently?
  5. 5. Growth Hacking Lessons What We Cover • High-level goal setting • Building your growth machine • Productivity optimisation • A/B testing for the win
  6. 6. A bit about me VitoPeleg Founder of WPFeedback andAceDigital London Certified business consultant,building websites since GeoCities.
  7. 7. Applied to the band
  8. 8. Applied to my WP business
  9. 9. Applied to my WP business
  10. 10. Why am I telling you this?
  11. 11. Keeping my eyes (and ears) open for opportunities
  12. 12. Speed tomarketbeats perfection Getting ready to start! Myfull “System”
  13. 13. HowTo Grow Thepowerof goal setting
  14. 14. How to grow The powerof goal setting • Set un-realistic, numerical, goals. • Self-reflection and facing the hard questions. • The most obvious things you can do to assure growth. • Playing to your strengths.
  15. 15. Day 1 £40 Day 3 £90 Goal £120
  16. 16. Growth shouldbe painful. What10hours ofguitar playingperdaylooks like.
  17. 17. Building Your GrowthMachine Audience + Message + Channel + System
  18. 18. To executecorrectly you need • Audience • Message • Channel • System
  19. 19. To executecorrectly you need To alignthese 4 things • Audience • Message • Channel • System
  20. 20. Audience Focuson thepeople, not thejob title. Defining youraudience will help you clarify yourmessage
  21. 21. Channel Whereyou canEASILY find youraudience. Should be online.
  22. 22. Message (offer) It’s NOTABOUTYOU,it’s about yourchosenaudience and what you can offer to get then totake action and that you canactually deliver.
  23. 23. System Map out the entire processis a way that you canfollow again and again, while getting the same results(In the long run).
  24. 24. Day 1 £40 Day 3 £90 Goal £120
  25. 25. Day 1 £40 Day 7 £132 Goal £120
  26. 26. Day 1 £40 Day 7 £132 Goal – Ver2 £240
  27. 27. Productivity optimisation Applying discipline into your day
  28. 28. Productivity optimisation Applying discipline into your day • 7:00-9:00 Train station – Mellow jazz & blues for commuters. • 9:00-9:30 Walk to the city centre. • 9:30-10:00 Short break for a sandwich until shops open. • 10:00-11:55 City centre – Top 40 songs for young moms. • 12:00-13:30 Food court – Chill out & blues as people eat lunch. • 13:30-14:00 Short lunch break for another sandwich. • 14:00-16:30 City centre – Classic upbeat rock, random audience. • 16:30-17:00 Walk back to train station • 17:00-18:00 Train station – Upbeat blues & Jazz for commuters.
  29. 29. Day 1 £40 Day 16 £246 Goal – Ver2 £240
  30. 30. Day 1 £40 Day 16 £246 Goal – Ver3 £350
  31. 31. The 4 MinuteMile Roger Bannister Thefirst to run 1mile under 4 minutesin1954.
  32. 32. A/B testing for the win Introducing variation for optimisation
  33. 33. A/B testing for thewin Introducing variation for optimisation • Should I sit down or stand up? • Should I have my hair up or down? • Should I look people in the eyes or look at my guitar? • Should I say “thanks” as they drop the coins or just nod? • Should I play loud to reach distance, or soft to draw them in? • Should I use my guitar case for coins or a box or my jacket on the ground? • Should I have a note asking to give or not? • Should I sprinkle some £5/£10 notes with the coins? • Should I have a lot of coins or just a few? • Should I smile or play it cool? • Should I stand close to the amp or close to the coins? • Should I push the coins to the middle of the street or not?
  34. 34. Day 1 £40 Day 16 £246 Goal – Ver3 £350
  35. 35. Day 1 £40 Day 27 £368 Goal – Ver3 £350
  36. 36. And if you’re wondering: Standup, hair down, look in the eyes, just nod, loud (though not tooloud or the police will show up), jacket, no note, sprinkle £5/£10and people will match it, have a lot of coins (social proof), smile (buildrapport),close tothe ampand away fromthe coins (in the UK, don’t bepushy), push the coins tothe street (not too much or else people will walk on your jacket).
  37. 37. In 27 days Ihave taken the average of £40 per day and multiplied it by 9.
  38. 38. Growth Hacking Lessons Key takeaways Whatever your goal is for the next year, double it, 10X it, even just as an exercise - Then see how you can make it a reality. Define your Audience + Message + Channel + System. Cracking these 4 will skyrocket your business, give you clarity on your real offer and unique advantage. Create a tight schedule with a specific routine or breakdown of everything you need to do. If it's not on the schedule, it's not gonna happen. Constantly up your goals and KPIs - Comfort is the enemy of growth. Test everything - But be scientific about it. Changing random things based on gut feeling will not get you far.
  39. 39. Questions?

Editor's Notes

  • Imagine this. You’re in a new country, knowing only one person in a 500 miles radius. The little savings you had are quickly running out to the point you can hardly afford a bus ticket to the city center, not to mention next month’s rent, no job and you’re not sure what you’re doing tomorrow morning.
  • Imagine this. You’re in a new country, knowing only one person in a 500 miles radius. The little savings you had are quickly running out to the point you can hardly afford a bus ticket to the city center, not to mention next month’s rent, no job and you’re not sure what you’re doing tomorrow morning.
  • That was me just 6 years ago when I first moved to the UK with a dream of becoming a rockstar.
    And today I’m gonna tell you a personal story that completely transformed the way I manage my business and my life
  • But before I started building websites professionally
    I was the lead singer and guitarist in a rock band.
    We decided to rebrand the band – and target the international market. I applied the same things to my band and we signed in 30 days.
    Started from scratch to dozens, hundreds and thousands
  • With all this, we were still broke – So I started building website from the back of the van
  • From van >> Tiny office at home >> Still at home but with a team
  • London offices >> Niching down to scale up >> Pivoting to product to scale further
  • To start,
    I wanna take you back to that moment I landed in England, 6 years ago, my band got signed by a UK label and I thought to myself “it’s now or never”.
    I closed my social media agency, kissed my mom goodbye and bought a one-way ticket to my future overseas.
  • I have a strong belief in my ability to figure things out, whatever it may be, but after a couple of months of doing whatever I could to get by –
    from painting houses for £20 per day to try to teach vocals over Skype (horrible idea), I was almost ready to give up.

    A friend from back home came to visit me for the weekend and bought me a pint at the oldest pub in Leeds. As we sat there and I was trying to keep a brave face on I kept hearing coins jingling from the street every few minutes.

    There, was a young guy busking with his acoustic guitar and as the 20th coin dropped in his guitar case, the coin had dropped for me as well.

    I went over to speak to him, shamelessly asking with my Jewish confidence how much he’s making per day out on the street – he said between £30 – 50 per day.
    Nowadays, this sounds ridiculous, but back then I felt like I found a gold mine!
  • My next stop was to a local charity shop to spend my last dime on a battery-powered guitar amplifier so that I can be at that same spot with my guitar the next morning.
    And so I did, on the first day I’ve made about £40 and that was enough for me to consider this as my main source of income until the first European tour starts a few months after.
  • So while I was improvising some wicked blues solos, my mind was buzzing with ideas… “how can I optimize this busking thing and maximize my daily revenue?” I asked myself while that sweet jingling sound was now coming from my guitar case.

    I set a “semi-realistic” goal of getting to £120 per day by day 10. This meant I had to triple my current revenue in a little more than a week.
  • Most people will tell you to set a realistic goal, I say no!
    Think about what you think is realistic and add 50%.
    In most cases in life, provided we take genuine action, we reach about 80% of our goals, so by setting up a goal that is higher than you think is possible; will usually mean you’ll reach the goal you thought was realistic initially. But, if you set that initial goal as your main goal, you’re probably not going to reach it.

    Whatever goal it may be, it should be numerical; this is the only way to track your progress.

    So then I started thinking about what I can do to get there.

    I started with the Low Hanging Fruit, the most obvious things I can do to assure growth.
    That busker guy I spoke to initially told me I should do 4 hours per day, starting from lunchtime, but I figured that by doubling my hours I can, hopefully, double my results.
    So by playing to my strengths and increasing what I already know that is working, I can increase my impact.
  • I did that and I actually more than doubled my result, I went from £40 per day to 90. Still £30 to go to reach my goal. Notice that if I had decided to get to just £80, I would probably work less, or at least be overjoyed by 90. Since my goal setting was higher it forced me to think harder as I couldn’t do more than 10 hours of playing per day.
  • So, if I doubled the hours, how come I more than doubled the results?
    This has to do with building momentum. Nothing in our world is linear, the line is either going up or down.
    Our job is to make it a curve – and always exponential.
  • Now, this is where it gets really interesting.
    I broke down my activity using the same mechanism I use with my charity clients today, building their digital strategies.
    Audience + Message + Channel + System
    If you’re going to remember just one thing from this blog post, let it be this. This is so powerful it’s incredible.
  • The thing about these 4 points, and that’s why I like to separate them with pluses, is that if one changes, other parts must change as well and the game is to get them to work harmoniously together.
  • I like looking at it like a four-digit combination lock, like the one we have on our bicycle, if one of the digits is wrong, the lock remains locked. Only by aligning the four digits together we can unlock the lock. Remembering there are more than 10,000 possible combinations, rarely we’d get it right on the first try.
  • Ok back to my story, Instead of randomly playing music to whoever passed me on the street, I broke down my day into different types of people (audiences) and where and when they can easily be found (channel).
  • Trying to see where I can get in front of the largest group of people at any given hour of the day.
    And so I started my morning at 7 am, outside of the local train station next to the corporate side of the city, as soon as people arrive at work and I stayed there until 9 am.
    Not only that, I noticed that they were all tired and suited up, so I started with some soulful morning jazz and rhythm & blues, something mellow to help my audience get the day going.
  • The music was my message and I crafted it specifically for my audience. In the same way, we craft our digital message according to each identified audience for our clients at the agecncy.
    The train station had 2 exits so I was missing out on half the people leaving the station. And so I came back there, standing outside the second exit at 17:00 as that same audience was going back home, this time leveraging the group I didn’t target in the morning. Of course, their mindset was different than at 7 am (meaning the Channel changed) and so the message had to change as well, playing some upbeat tunes to match the “upbeat” walk back home.
  • Tracking every step of the process, what worked and what didn’t, I was able to create a system, A Machine, that I could repeat with consistency everyday
  • Do you think I reached my £120 goal?
  • I tracked my progress daily and yes, on day 7 I have made £132.
    So by now, most people would be satisfied… Not me.
  • I decided to double my goal and now I am after £240 per day.
  • Now, this is where it gets really interesting.
    I broke down my activity using the same mechanism I use with my charity clients today, building their digital strategies.
    Audience + Message + Channel + System
    If you’re going to remember just one thing from this blog post, let it be this. This is so powerful it’s incredible.
  • This is when I started applying a lot of discipline into my day and this was my daily schedule:
  • This has got me to £246 per day by day 16.
    Now, most people would again say, that’s it, you’re at max capacity. But I was just getting started! I upped my goal once again, this time to £350 per day.
  • It’s good to remember that we can accommodate only what we think to be possible.
  • A famous example of that is the 4-minute mile
    For more than a thousand years, athletes believed that humans can’t run a mile in less than 4 minutes. More so, experts and physicians were claiming that it’s not only dangerous to the human body but simply impossible. People believed that the body has reached its full potential.
    On May 6, 1954, Roger Bannister broke the 4-minute barrier, running the distance in 3:59.4. He later spoke about this and claimed that for a very long time, he kept telling himself, on a daily basis, that it is possible. He refused to accept the status quo.
    The interesting thing was that once he proved it to be possible, more and more runners started breaking the 4 min mark. To the point that nowadays, it’s pretty common for high school runners to break it.
  • Well, I now had my audience, message, and channel in place. But what about optimizing the system?
  • My system was pretty simple, it was me, improvising solos to backing tracks, with my guitar case in front of me for people to drop the coins.
    I made a list of things I can do while playing, which I planned on testing over the next 10 days:
  • You probably think I’m crazy, well maybe, probably… but it worked!
  • I A/B tested my way from £246 up to £368 per day.
    It took me more than an hour every evening just to sort out the coins and count my earnings.
  • We like to complicate things but in reality things are pretty simple in their concept
  • In 27 days I have taken the average of £40 per day and multiplied it by 9. All by applying methodical thinking and tracking along with, century old, direct response techniques.
    The only reason why £40 is the average, which over the time doing that I spoke to every busker that was with me on the streets of Leeds and they all confirmed this, is because we humans tend to accept the status quo as the fact. It takes vision and courage to push the limit of what you and the people around you think is possible.
  • The lessons I learned that summer serves me, my staff and my clients to this day and I’m sure they will keep resonating with me for the rest of my life.

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