This document discusses various tactics for startup growth, including growth hacking, models, metrics, email marketing, acquisition, and retention. It provides examples of key metrics like CPA, retention rates, and lifetime value. Tactics covered include testing different subject lines and copy in emails, segmenting lists, optimizing funnels in Mixpanel, and focusing on retention over time through simple engagement processes. The document emphasizes testing ideas and optimizing for goals and metrics on a weekly basis.

1. Startup Growth
Startup Braga
André Jordão

2. Growth

3. This is a not a Growth Curve
Actionable Growth Hacking Tactics by @yongfook

4. This is a Growth Curve
Periods of strategic,
sustainable growth
Rapid, unsustainable*
tactical growth
*perhaps a temporary paid partnership, exploiting some growth
vector that shuts itself off after a while, or a landing page
optimization that inexplicably and suddenly stops working magic
Actionable Growth Hacking Tactics by @yongfook

5. Brand Growth Hacking

6. Growth Hacking?
Product, Marketing, Data.

7. Growth Hacking?
A skillset and a mindset.

8. Hard data vs Soft data

9. Product and Business metrics

10. Customer Journeys and
Customer feedback

12. Endless A/B testing
Lean experiments
Very diverse and creative

14. Models

15. What’s a model?
Improves decision making, focus and prioritisation
Streamlines the customer journey
Models our business, costs and revenues
“For each 1000€ invested in user acquisition
we’ll get 1500€ of profit.”

16. Key metrics
CPA = Cost Per Acquisition
Retention
Lifetime value
Basket Size

17. Example
Simplified model

18. Important points
Identify assumptions
Determine plausible rationale for each assumption
Fixed costs vs Variable costs vs Expansion costs
Have at least some hints that can back it up

19. To question
Revenue vs Recurring Revenue
‘What if’ all the time
In the end, it's all about organic

20. Inbound Marketing
Conversion Funnel
Retention

21. Priority #1 - Emails

22. Objections, Value, Goals

23. Retention is king

26. Holy Grail
Model Personal Behavior

27. Anticipation
Data Science
Machine Learning

28. Brand

29. The Brand Framework

30. It builds trust, emotional
connections and propensity

31. Equal to better conversions,
lower CPA and higher retention

32. Brand
Pain Points
Value
USP / Differentiation
Brand Story
Archetypes, Personality and Believes, Tone & Voice

36. VRBO vs Airbnb

40. Wrapping up
Decisions based on a model
A great product is a must
A great product is not enough
Sistematize everything, including your brand

41. Métricas de Produto
Product Metrics

42. Types of Metrics
Business
Interaction
Engagement

43. Mixpanel Segmentation

44. Mixpanel Funnels

45. Mixpanel Funnels

46. Mixpanel Retention

47. Mixpanel Retention

48. Mixpanel Revenue

49. Mixpanel Sessions

50. Mixpanel Sessions

51. Mixpanel Notifications

52. Mixpanel Notifications

53. Mixpanel iOS A/B Testing

54. Product Dashboard
Collect and aggregate all metrics in one place
Visualisation for the team: geckoboard.com
One person in charge to optimize time

55. Metrics-driven Development
Goal by Goal, weekly
Roadmap prioritisation & UX
UX = Conversion
Bet where you have the biggest growth potential
Focused development

56. What metrics miss
Not everything can be measured…
Trust, Feelings, Emotions, Hints
UX!
Customer Development for qualitative feedback
Sum of a lot of details = activation + retention

57. Mobile Conversion
Examples from Wunder:
Payment methods
Phone number verification

58. Acquisition

59. For all cases
Email Marketing
Paid ads: Google, Facebook
Delivering a great product - word of mouth!

60. For some cases
Referral Programs
SEO
Social Media - organic Facebook, Twitter, Instagram
Affiliates

61. To test
Content Marketing (blog, webinars, courses, books, podcasts)
Paid posts
Directory submission
PR & Media
Partnerships

62. Email Marketing

63. Why Email marketing?
Free (almost)
Powerful and efficient
Low investment of time
Myths: “spammer” and “doesn’t work”

64. Implementation
Mailchimp: the simple tool - validation metrics and
development time saved
When it’s well tested: automate on your server but be
aware of costs
First: doc with subjects, CTAs, key ideas, timings

65. Mailchimp: Templates
Copywriting: time consuming (Resource: copyblogger.com)
Shortcut for templates: ThemeForest.net
Adress values and objections, one by one
Be organized, it can tend to chaos

66. Mailchimp: Automation
Automate funnels in a basic way
Powerful alternatives: Active Campaign or Infusion Soft

67. Methodology
Open rate, Click rate, Conversion
Subject vs Body
Segment per level of interest
Test frequency flexibility
Start broad, then niches

68. Subject & Body
Simple techniques:
- Links spread all around
- Very secondary unsubscribe link
- Intriguing subjects with “you” or “yours”
- No sales talk
- Information gap (read more, know more, see it)
Rule #1: deliver value

69. Important notes
Follow ups in many steps of the funnel
Plain text vs Template
Assisted conversions
Test big ideas, then details
Use email lists? Yes, to start

70. Retention

71. Concepts
Simple processes can have a big impact
CPA is much higher than the cost of retention
The most important variable of the model
Retention is easier and with higher potential

72. Attack or Defence?
This doesn’t mean investing nothing in the beginning!
Focus on acquisition or retention?
Start by attacking as much as possible
On the long run start to focus more and more on
retention

73. Retention types
Purchase
Engagement

74. How to measure
Minimum 50%
Very hard to have reliable metrics
Pro tip: Mixpanel only for retention
Typical metric: month-on-month retention

76. Articles
25 Ways to Thank Your Customers
16 Startup Metrics
Epic List of 100 Growth Hacks
21 User Retention Tactics You Need to Know

77. If you want something you never
had you have to do something
you’ve never done.

78. Add me on Linkedin or send an
email to andrejord@gmail.com