My slides from my session at Adobe User Group Amsterdam 2015. Theme was "Hack your Growth" and a follow up of the Lean Analytics workshop from Alistair Croll at April 21st in Amsterdam. The talk is about why we need Growth Hacking to stimulate (corporate) innovation, from innovation dilemma, to lean analytics and various examples on growth hacking...
7. “Let’s cut
prices to
accelerate our
growth.”
“Time to enter
the mainstream.
Cut prices.”
“We may miss the
quarter. Let’s do a
price promotion.”
“That wasn’t
supposed to
happen. We’ll
have to lay some
people off.
Model 1: Revenue over time
8. Model 2: The Adoption Curve
Early adopters Late adopters
23. Innovate
(introduce nearby product,
market, or method)
Switch to a new
value model
Sustain
(optimizing for more
of the same)
Improve along
current metrics...
...or alter
the rate of
improvement
24. Innovate
(introduce nearby product,
market, or method)
Switch to a new
value model
Sustain
(optimizing for more
of the same)
Improve along
current metrics...
...or alter
the rate of
improvement
Disrupt
(Fundamentally changing
the business model)
Change the business
model entirely
36. An exploit (from the verb to exploit, in the
meaning of using something to one’s own
advantage) is a piece of software, a chunk of
data, or sequence of commands that takes
advantage of a bug, glitch or vulnerability in order
to cause unintended or unanticipated behaviour to
occur on computer software, hardware, or
something electronic (usually computerised).
40. If an exploit is part of a system, then
Growth Hacking is to get the system to
do something it’s not designed to do.
In other words, to hack an exploit.
42. Sergio
Zyman’s
5 “mores”
More things
To more people
For more money
More often
More efficiently
‣ Supply chain optimization
‣ Per-transaction cost reduction
‣ Loyal customer base that returns
‣ Demand prediction, notification
‣ Maximum shopping cart
‣ Price skimming/tiering
‣ Highly viral offering
‣ Low incremental order costs
‣ Inventory increase
‣ Gifting, wish lists
61. Aunshul Rege of Rutgers University, USA in 2009
1000 emails
1-2 responses
1 fool and their money, parted.
Bad language (0.1% conversion)
Gullible (70% conversion)
1000 emails
100 responses
1 fool and their money, parted.
Good language (10% conversion)
Not-gullible (.07% conversion)
73. ‣ A Facebook user reaching 7 friends within 10 days of signing up
(Chamath Palihapitiya)
‣ A Dropbox user who puts at least one file in one folder on one
device (ChenLi Wang)
‣ Twitter user following a certain number of people, and a certain
percentage of those people following the user back (Josh
Elman)
‣ A LinkedIn user getting to X connections in Y days (Elliot
Schmukler)
Some examples
(From the 2012 Growth Hacking conference. http://growthhackersconference.com/)
74. Landing page design A/B testing
Cohort analysis General analytics
URL shortening
Funnel analytics
Influencer Marketing
Publisher analytics
SaaS analytics
Gaming analytics
User interaction Customer satisfaction KPI dashboardsUser segmentation
User analytics Spying on users
76. A wealth of information creates a
poverty of attention...
(Computers, Communications and the Public Interest, pages 40-41,
Martin Greenberger, ed., The Johns Hopkins Press, 1971.)Herbert
Simon
77. Focus on the desired behavior, not
just the information.
http://www.psychologytoday.com/blog/yes/200808/changing-minds-and-changing-towels
26% increase in towel re-use with an appeal to social
norms; 33% increase when tied to the specific room.
84. Blink Relevance Availability Scalability Sum
5-second rule
Gut feeling
Instinct score
Don’t overthink it
Do we have the
available
resources?
Do we have the
skills?
Do we have the
tools?
Is it expensive?
85. Blink Relevance Availability Scalability Sum
5-second rule
Gut feeling
Instinct score
Don’t overthink it
Is this Channel
relevant to your
product/service?
Does your
audience hang out
on this channel?
Can you target
them effectively?
Do we have the
available
resources?
Do we have the
skills?
Do we have the
tools?
Is it expensive?
86. Blink Relevance Availability Scalability Sum
5-second rule
Gut feeling
Instinct score
Don’t overthink it
Is this Channel
relevant to your
product/service?
Does your
audience hang out
on this channel?
Can you target
them effectively?
Do we have the
available
resources?
Do we have the
skills?
Do we have the
tools?
Is it expensive?
How scalable is
this channel?
Can we easily
increase it?
Law of diminishing
returns
87. Blink Relevance Availability Scalability Sum
5-second rule
Gut feeling
Instinct score
Don’t overthink it
Is this Channel
relevant to your
product/service?
Does your
audience hang out
on this channel?
Can you target
them effectively?
Do we have the
available
resources?
Do we have the
skills?
Do we have the
tools?
Is it expensive?
How scalable is
this channel?
Can we easily
increase it?
Law of diminishing
returns
1-5 1-5 1-5 1-5 BRASS score
92. Gut instinct (hypothesis)
Professional photography helps AirBnB’s business
Candidate solution (MVP)
20 field photographers posing as employees
Measure the results
Compare photographed listings to a control group
Make a decision
Launch photography as a new feature for all hosts
97. Get to know your users..
‣ Where do they hang out online? What websites?
‣ What apps and social networks does they use?
‣ What events do they attend?
‣ Which newspapers/magazines do they read?
‣ What communities online and offline are they part of?
130. The kayak effect: http://bit.ly/UgTneD
People prefer to wait for up
to a minute to get what they
want from an app rather
than get it instantly – if, and
it’s an important if, they
believe the app is working
for them