Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Stacking the Odds for Authentic Growth Sean Ellis October 3rd, 2012 Blog: Startup-Marketing.com Twitter: @...
Startup Growth Pyramid Scale Growth Stacking ...
Authentic (Sustainable) Growth Hook, Pro mise • Understand must-have experience (MHX) ...
Steps for Stacking the Odds Understand Macro Micro MHX Optimization...
Indentify Must Have Users Understand Macro Micro MHX Optimization OptimizationTwitt...
Narrow Down Must Have Benefit Understand Macro Micro MHX Optimization OptimizationA...
Understand Context of MH Benefit Understand Macro Micro MHX Optimization Optimizati...
Convert to Must-Have Experience Understand Macro Micro MHX Optimization Optimizatio...
Understand Initial Intent/Desire Understand Macro Micro MHX Optimization Optimi...
Uncover Points of Friction Understand Macro Micro MHX Optimization Optimization• Us...
Optimize Conversions Understand Macro Micro MHX Optimization Optimization ...
Macro Optimization Improves Odds Understand Macro Micro MHX Optimization Optimizati...
Micro Optimization Last Understand Macro Micro MHX Optimization Optimization ...
Enhance Engagement for Converted Understand Macro Micro MHX Optimization Optimizati...
When Ready Encourage Sharing Understand Macro Micro MHX Optimization Optimization...
When Ready Drive Sales Understand Macro Micro MHX Optimization OptimizationTwitte...
Stack the Odds for Authentic GrowthUnderstand Macro Micro MHX Optimization Optimiz...
Upcoming SlideShare
Loading in …5
×

Stacking the Odds for Authentic Growth

393,245 views

Published on

no profile picture user
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m77EgH } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m77EgH } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi Sean, love the presentation but I'm finding it challenging to put these ideas into practice. For example, a new Twitter user might have their 'aha!' moment 3 days after signing up, when they receive a tweet from a friend about a concert that night which they would have missed otherwise. The lightbulb clicks on and now they love Twitter. It was a MHX. But how can Twitter tell when the user had that experience? It may have been the 100th tweet the user received and 'usage' might not change significantly before and after the event, even though there was a significant change in the user's mindset about Twitter.

    What might be most helpful is if you could provide some examples of a MHX from other companies and how you've determined if a user has one?

    Thanks, John
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thanks Elizabeth. If you are still looking for survey question ideas, try Survey.io. It's a survey I put together (with KISSmetrics) for assessing startup opportunities back when I was advising startups for equity.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I am working on a survey right now and doing a bit of research ( -- on a Saturday night but that's startup land for you). Thanks you the great ideas that we can put into practice right away.

    Elizabeth
    ADaysOuting.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
Show More

Stacking the Odds for Authentic Growth

  1. 1. Stacking the Odds for Authentic Growth Sean Ellis October 3rd, 2012 Blog: Startup-Marketing.com Twitter: @SeanEllisTwitter @SeanEllis Startup-Marketing.com 1
  2. 2. Startup Growth Pyramid Scale Growth Stacking the odds Product/Market FitTwitter @SeanEllis Startup-Marketing.com 2
  3. 3. Authentic (Sustainable) Growth Hook, Pro mise • Understand must-have experience (MHX) • Double down on enhancing MHX • Calibrate hook & promise messaging • Optimize flows to deliver MHX Must-Have • Personalize lifecycle management experienceTwitter @SeanEllis Startup-Marketing.com 3
  4. 4. Steps for Stacking the Odds Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 4
  5. 5. Indentify Must Have Users Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 5
  6. 6. Narrow Down Must Have Benefit Understand Macro Micro MHX Optimization OptimizationAdditional question for “Must Have” UsersTwitter @SeanEllis Startup-Marketing.com 6
  7. 7. Understand Context of MH Benefit Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 7
  8. 8. Convert to Must-Have Experience Understand Macro Micro MHX Optimization Optimization Goals • Max % that reach MH experience • Desire – Friction = Conversion Rate Must-Have • Build desire, reduce friction experienceTwitter @SeanEllis Startup-Marketing.com 8
  9. 9. Understand Initial Intent/Desire Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 9
  10. 10. Uncover Points of Friction Understand Macro Micro MHX Optimization Optimization• User testing (live or online)• Example questions to ID conversion issuesTwitter @SeanEllis Startup-Marketing.com 10
  11. 11. Optimize Conversions Understand Macro Micro MHX Optimization Optimization Experiment to Max % to MHX • Combos of hooks & promise • Address conversion issuesTwitter @SeanEllis Startup-Marketing.com 11
  12. 12. Macro Optimization Improves Odds Understand Macro Micro MHX Optimization Optimization Improves… - Habit Must-Have - Loyalty experience - Referrals - SalesTwitter @SeanEllis Startup-Marketing.com 12
  13. 13. Micro Optimization Last Understand Macro Micro MHX Optimization Optimization Default on macro, then segment Micro is lifecycle management (per user) 1. Enhance engagement 2. Encourage sharing 3. Drive salesTwitter @SeanEllis Startup-Marketing.com 13
  14. 14. Enhance Engagement for Converted Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 14
  15. 15. When Ready Encourage Sharing Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com
  16. 16. When Ready Drive Sales Understand Macro Micro MHX Optimization OptimizationTwitter @SeanEllis Startup-Marketing.com 16
  17. 17. Stack the Odds for Authentic GrowthUnderstand Macro Micro MHX Optimization Optimization Scale Growth Stacking the Odds Product/Market FitTwitter @SeanEllis Startup-Marketing.com 17

×