Bernard Huang's presentation at the Master in Growth conference in Istanbul 2014 presented by StartupTurkey & the Etohum startup accelerator. Topics: * The Growth Mindset: How To Think About Growth Hacking * Growth Hacking Recipes: Techniques To Grow Your Business Growth hacking channels covered: * Eventbrite * Meetup * Quora * Reddit * SEO * SEM * Facebook

1. the growth mindset
how to think about
growth hacking
@bernardjhuang

2. Bernard Huang - 42Floors
@bernardjhuang

3. growth
comes from a series of
experiments
@bernardjhuang

4. scientific method
1. objective
2. hypothesis
3. experiment
4. conclusion
@bernardjhuang

5. define your objective
more _______
@bernardjhuang

6. have a hypothesis
if we _______ then
we’ll get more _______
@bernardjhuang

7. experiment
• assume nothing
• set up analytics
• statistical
significance
@bernardjhuang

8. assume nothing
it’s hard to know what
will work
@bernardjhuang

9. analytics
“If you cannot measure it,
you cannot improve it.”
– Lord Kelvin
@bernardjhuang

10. statistical significance
> 28 data points at
least
@bernardjhuang

11. conclusion
did the experiment
work as planned?
@bernardjhuang

12. if it did…
scale the experiment
@bernardjhuang

13. if it didn’t…
what did you learn?
@bernardjhuang

14. experiment relentlessly
experiment
experiment
experiment
experiment
experiment
@bernardjhuang

15. basic web funnel
@bernardjhuang
traffic
conversion rate
sign ups

16. what’s low hanging fruit?
10,000 traffic
10% conversion rate
=
1,000 sign ups
@bernardjhuang

17. 2x traffic
20,000 traffic
10% conversion rate
=
2,000 sign ups
@bernardjhuang

18. 2x conversion rate
10,000 traffic
20% conversion rate
=
2,000 sign ups
@bernardjhuang

19. which one is easier?
get more ______ until
it’s easier to get more
of the other
@bernardjhuang

20. market size
audience potential
users
@bernardjhuang

21. market size
@bernardjhuang
audience
x
conversion rate
=
potential users

22. market size - facebook
facebook potential
users
@bernardjhuang

23. market size - facebook
@bernardjhuang
facebook
group
potential
users

24. market size
go to the channels
where your potential
users are
@bernardjhuang

25. growth hacking recipes
techniques to grow
your business
@bernardjhuang

26. more traffic
• borrow
• leverage
• incentivize
@bernardjhuang

27. eventbrite
@bernardjhuang

28. throw events - eventbrite
@bernardjhuang

29. influencers - eventbrite
@bernardjhuang

30. incentivize - eventbrite
@bernardjhuang

31. oops - eventbrite
@bernardjhuang

32. apologize - eventbrite
@bernardjhuang

33. analytics - eventbrite
@bernardjhuang

34. quora
@bernardjhuang

35. scrape - quora
@bernardjhuang

36. answer questions - quora
@bernardjhuang

37. analytics - quora
@bernardjhuang

38. oops - quora
@bernardjhuang

39. reddit
@bernardjhuang

40. message users - reddit
@bernardjhuang

41. analytics - reddit
@bernardjhuang

42. create content - reddit
@bernardjhuang

43. advertise - reddit
@bernardjhuang

44. analytics - reddit
organic reddit
paid reddit @bernardjhuang

45. oops - reddit
@bernardjhuang

46. meetup
@bernardjhuang

47. start - meetup
@bernardjhuang

48. be an influencer - meetup
@bernardjhuang

49. rank in google - meetup
@bernardjhuang

50. influencer outreach
@bernardjhuang

51. success - influencer
@bernardjhuang

52. analytics - influencer
@bernardjhuang

53. search engine optimization
• keyword research
• on page elements
• link building
@bernardjhuang

54. keyword research - seo
google adwords
keyword planner @bernardjhuang

55. keyword research - seo
keyword competition

56. on page elements - seo
• unique content
• sitemap
• keyword in title,
meta description,
and h1 tags
@bernardjhuang

57. link building - seo
• blogging
• guest blogging
• press release
• creative endeavors
@bernardjhuang

58. search engine marketing
• google adwords
• bing / yahoo ads
@bernardjhuang

59. a/b copy testing - sem
quantify your tagline
@bernardjhuang

60. facebook outreach
@bernardjhuang

61. groups - facebook
@bernardjhuang

62. other normal channels
@bernardjhuang
• hacker news
• twitter
• pinterest

63. don’t be afraid
think outside the box
@bernardjhuang

64. more sign ups
conversion rate
@bernardjhuang

65. conversion rate
@bernardjhuang current conversion rate?

66. conversion rate
vs
@bernardjhuang make wild changes

67. analytics - conversion rate
old new
23% better
@bernardjhuang

68. higher conversion rate
@bernardjhuang credibility

69. higer conversion rate
@bernardjhuang people’s faces

70. higer conversion rate
clear calls to action
and people’s faces
@bernardjhuang

71. experiment relentlessly
experiment
experiment
experiment
experiment
experiment
@bernardjhuang

72. questions?
@bernardjhuang