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Philipp Klöckner
CMO, Advisor, Angel Investor
SEO & GROWTH
Foto: Karl Kratz
DEMYSTIFYING
GROWTH HACKING
CHAPTER ZERO
WHY GROWTH?
Venture Capital is financing a bet
on Critical Mass and Network
Effects.
CHAPTER ONE
ORIGIN & DEFINITION
„A person whose true north
is growth.”
“Everything they do is
scrutinized by its potential
impact on scalable growth.”
Sea...
“Whenever you hear anyone talk
about ‘growth hacks’ ,
just mentally translate it in your
mind into ‘bullshit’.”
Paul Graham
CHAPTER TWO
NO SILVER BULLETS
„There are no silver bullets…“
1,01365 = 37,8x
Baby Steps – Lead Bullets
CHAPTER THREE
THE GROWTH HACKING MINDSET
• User & Product Focus
• Analytical & Data-Driven
• Testing Mentality
• Agility & Speed
• High Degree of Freedom
• Ruthles...
What‘s the fastest growing
structure on Earth?
„
• User & Product Focus
• Analytical & Data-Driven
• Testing Mentality
• Agility & Speed
• High Degree of Freedom
• Ruthles...
Growth Hacking (usually) doesn‘t work in
CHAPTER FOUR
GROWTH HACKING vs. MARKETING
10 x
10 x
CHAPTER FIVE
FIND YOUR TRUE NORTH METRIC
Input Process Output
REAL GROWTH HAPPENS HERE!
• Vanity Metrics
• Visits/Sessions
• Clicks
• App Installs
• Growth Metrics
• Sign-Up Conversion
• Retention
• Time Spent ...
CHAPTER SIX
PIRATE METRICS: AARRR!
© Dave McClure
© Dave McClure
CHAPTER SEVEN
UNDERSTAND GROWTH DRIVERS
© pip.net (2017)
© pip.net (2017)
CHAPTER EIGHT
IDENTIFY THE „AHA MOMENT“
• Key Interactions that create value for the user
• Core Action that creates Loyalty and Retention
• Data Point that seper...
• Twitter: Following 30 people
• Facebook: Adding 7 friends in 10 days
• Zynga: Day 1 retention
• Dropbox: 1 file upload
•...
CHAPTER NINE
YOU CAN‘T GAIN, IF YOU CAN‘T RETAIN…
CHAPTER TEN
A FEW EXAMPLES
HACKING WORD OF MOUTH
https://medium.com/airbnb-engineering/hacking-word-of-mouth-making-referrals-work-for-airbnb-46468e7...
ONEPLUS HACKING INVITES
ONEPLUS HACKING INVITES
Anzahlung
$276.000.000
Browser Notifications
#Hashtag
CMO, Advisor, Angel Investor
SEO & GROWTH
Foto: Karl Kratz
THE END
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
Growth Hacking for Startups 2017 (OMX Austria)
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Growth Hacking for Startups 2017 (OMX Austria)

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Introduction to Growth Hacking for Startups and Marketing in Growth Companies.

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Growth Hacking for Startups 2017 (OMX Austria)

  1. 1. Philipp Klöckner
  2. 2. CMO, Advisor, Angel Investor SEO & GROWTH Foto: Karl Kratz
  3. 3. DEMYSTIFYING GROWTH HACKING
  4. 4. CHAPTER ZERO WHY GROWTH?
  5. 5. Venture Capital is financing a bet on Critical Mass and Network Effects.
  6. 6. CHAPTER ONE ORIGIN & DEFINITION
  7. 7. „A person whose true north is growth.” “Everything they do is scrutinized by its potential impact on scalable growth.” Sean Ellis Source: http://www.startup-marketing.com/where-are-all-the-growth-hackers/
  8. 8. “Whenever you hear anyone talk about ‘growth hacks’ , just mentally translate it in your mind into ‘bullshit’.” Paul Graham
  9. 9. CHAPTER TWO NO SILVER BULLETS
  10. 10. „There are no silver bullets…“
  11. 11. 1,01365 = 37,8x Baby Steps – Lead Bullets
  12. 12. CHAPTER THREE THE GROWTH HACKING MINDSET
  13. 13. • User & Product Focus • Analytical & Data-Driven • Testing Mentality • Agility & Speed • High Degree of Freedom • Ruthless Prioritization
  14. 14. What‘s the fastest growing structure on Earth? „
  15. 15. • User & Product Focus • Analytical & Data-Driven • Testing Mentality • Agility & Speed • High Degree of Freedom • Ruthless Prioritization = STARTUP MENTALITY
  16. 16. Growth Hacking (usually) doesn‘t work in
  17. 17. CHAPTER FOUR GROWTH HACKING vs. MARKETING
  18. 18. 10 x 10 x
  19. 19. CHAPTER FIVE FIND YOUR TRUE NORTH METRIC
  20. 20. Input Process Output REAL GROWTH HAPPENS HERE!
  21. 21. • Vanity Metrics • Visits/Sessions • Clicks • App Installs • Growth Metrics • Sign-Up Conversion • Retention • Time Spent in App • Monthly Active Users (MAU) • Average Revenue per User (ARPU)
  22. 22. CHAPTER SIX PIRATE METRICS: AARRR!
  23. 23. © Dave McClure
  24. 24. © Dave McClure
  25. 25. CHAPTER SEVEN UNDERSTAND GROWTH DRIVERS
  26. 26. © pip.net (2017)
  27. 27. © pip.net (2017)
  28. 28. CHAPTER EIGHT IDENTIFY THE „AHA MOMENT“
  29. 29. • Key Interactions that create value for the user • Core Action that creates Loyalty and Retention • Data Point that seperates Power-Users from Churning Users • Recurring Patterns • Network Density (x connections in x days) • Active Contribution (x pieces added) • Frequency (Returning within timespan x)
  30. 30. • Twitter: Following 30 people • Facebook: Adding 7 friends in 10 days • Zynga: Day 1 retention • Dropbox: 1 file upload • Pinterest: 1st pin • YouTube: 1st video upload • Slack: 2,000 Messages • Zalando: MyFeed curation
  31. 31. CHAPTER NINE YOU CAN‘T GAIN, IF YOU CAN‘T RETAIN…
  32. 32. CHAPTER TEN A FEW EXAMPLES
  33. 33. HACKING WORD OF MOUTH https://medium.com/airbnb-engineering/hacking-word-of-mouth-making-referrals-work-for-airbnb-46468e7790a6
  34. 34. ONEPLUS HACKING INVITES
  35. 35. ONEPLUS HACKING INVITES
  36. 36. Anzahlung $276.000.000
  37. 37. Browser Notifications #Hashtag
  38. 38. CMO, Advisor, Angel Investor SEO & GROWTH Foto: Karl Kratz THE END

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