SlideShare a Scribd company logo
Hello!
@AntoninCohen
Manager France, HotelTonight
> 6 years growing users and sales for
startups in Europe and the US
3 years
17 countries
9M downloads
1 Foundation

menu

Product/Market Fit

2 Prepare the growth
Growth Hacker Funnel
3 Get users
The 3 P’s of user
acquisition
Let's start by the foundation
Growth
Transition to
Growth

Product/Market Fit

The Startup Pyramid
from Sean Ellis
Product
Market Fit
Paul Graham @Paulg
Founder of Y Combinator

“Make stuff that people want.”
4 taps to find & book
Search

Book

Enjoy
Distribute your beta app
to a limited audience
as soon as possible
Prepare the growth
Optimize
Your Growth Hacker Funnel
Acquisition
Activation
Referral

Retention
Revenue
50000

Growth Hacker Funnel
	
  

Exemple: Mobile Game
Improve
Activation First

2%

32%

1000

Launch
App
Acquisi(on	
  

Signs up
Ac(va(on	
  

0,5%

320

Reach
Level 3
Reten(on	
  

16

In-App
Purchase
Revenue	
  
The 3 P’s of
user acquisition
3 ways to get downloads
Defined by Neil Patel

1 Push

Advertising, Promo Swap, Affiliation
à You coerce users to come to you

2 Pull Content Marketing
à You entice users to come to you

3 Product Referral program
à You use your product itself to bring
them to you
Push Promo Swap
Find companies to promote each other
Swap newsletter, tweets, Facebook post, contest…
Pull App Store Optimization
Content
Optimize the first 3 lines with strong call to action, keywords,
icon, screenshots, social proof

Reviews
Track every day and ask your friends to contribute!

Velocity
Push natural downloads with paid downloads on a short
period of times to get at the top of the App Store
Pull Get featured
Build a Great App
“Make stuff that people want.”

Follow the Guidelines
Design, Name of the app, Users Acquisition…

Utilize New Platform Features
iCloud, Passbook…

Make it Universal
iPhone, iPad, EN/FR/ES/DE/IT

Get in touch with Apple / Google
Apple featured
HotelTonight iOS7 version
Pull Press Relation
Research	
  
Develop	
  Story	
  Angles	
  
Create	
  Press	
  Kit	
  
Build	
  rela(onships	
  
Get	
  involved	
  
Be	
  persistent	
  
à Research
The right contact
1. Define what publications your target audience consumes
2. Focus on the journalists who write on your topic.

The pattern to guess an email
firstname.lastname@domain.com
firstnamelastname@domain.com

Gmail plugin Rapportive
1. Start with a list of possible email addresses.
2. Paste those into a new Gmail message.
3. Rapportive will scour the web to pull up social media profiles
for accounts linked to that email.
à Story angles & Press Kit
Right message to right media
Create Press Release dedicated to your target media: high
tech, consumer, your niche market…

Inside your Press Kit
Press release, icon, screenshots, promocode, links to
your social media, video, press page.

Old fashioned mail still works
Send your press kit with cool goodies to the top
journalists & influencers in your target audience.
à Build & Get Involved
Do your PR
Spend some times to reach out and create relationships with
top journalists. You are the expert: Share content about your
company, competitors and market.

Follow reporters on Twitter
Engage journalists with relevant messages on Twitter.

Be visible
Write articles and speak at events as much as possible.
Journalists are there to cover it, so it is a good opportunity to
get noticed!
à Be persistent
Use Gmail plugin Yesware
Find out who opens your emails.

Create the news
Plan a PR push related to your product every quarter. If you
don’t have any big news, create informative content for your
audience (i.e. survey, statistics).

Be current
Follow up when the journalist has the highest chance to be
interested by your topic (i.e. before holidays for travel app).
Product Referral program
Give away your product
Credits, storage, discount, feature, bonus, sample…

Win/Win incentive
User shares his user code and get credits when it’s used

Promote your referral program
Engage your audience and implement social APIs
UBER Referral Program
Product API Integration
Don’t force your user to login
They are already connected. Why ask again?

Get activity from social media
What my friends are doing on the app?

Send activity and invitations to social media
What I’m doing on the app? How can I invite my friends?

Don’t forget to update!
APIs evolve often
Bonus Be curious
Read as more as possible
Growth Hacking is a big community with and a lot of tactics
you will use tomorrow don’t exist today.

Connect and exchange
This is why you’re here.

Test and try, even if it sounds dirty at first
Bad buzz is still a buzz.

Optimize all the way
Never stop to analyze, optimize and test!
Bonus Cool tool for launch
Bonus Facebook Events Hacks
Growth Hacking, Disrupt the Business with Mobile!

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Growth Hacking, Disrupt the Business with Mobile!

  • 1.
  • 2. Hello! @AntoninCohen Manager France, HotelTonight > 6 years growing users and sales for startups in Europe and the US
  • 4. 1 Foundation menu Product/Market Fit 2 Prepare the growth Growth Hacker Funnel 3 Get users The 3 P’s of user acquisition
  • 5. Let's start by the foundation
  • 6. Growth Transition to Growth Product/Market Fit The Startup Pyramid from Sean Ellis
  • 7. Product Market Fit Paul Graham @Paulg Founder of Y Combinator “Make stuff that people want.”
  • 8. 4 taps to find & book Search Book Enjoy
  • 9. Distribute your beta app to a limited audience as soon as possible
  • 10.
  • 11.
  • 13. Optimize Your Growth Hacker Funnel Acquisition Activation Referral Retention Revenue
  • 14. 50000 Growth Hacker Funnel   Exemple: Mobile Game Improve Activation First 2% 32% 1000 Launch App Acquisi(on   Signs up Ac(va(on   0,5% 320 Reach Level 3 Reten(on   16 In-App Purchase Revenue  
  • 15.
  • 16.
  • 17.
  • 18. The 3 P’s of user acquisition
  • 19. 3 ways to get downloads Defined by Neil Patel 1 Push Advertising, Promo Swap, Affiliation à You coerce users to come to you 2 Pull Content Marketing à You entice users to come to you 3 Product Referral program à You use your product itself to bring them to you
  • 20. Push Promo Swap Find companies to promote each other Swap newsletter, tweets, Facebook post, contest…
  • 21. Pull App Store Optimization Content Optimize the first 3 lines with strong call to action, keywords, icon, screenshots, social proof Reviews Track every day and ask your friends to contribute! Velocity Push natural downloads with paid downloads on a short period of times to get at the top of the App Store
  • 22. Pull Get featured Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition… Utilize New Platform Features iCloud, Passbook… Make it Universal iPhone, iPad, EN/FR/ES/DE/IT Get in touch with Apple / Google
  • 24. Pull Press Relation Research   Develop  Story  Angles   Create  Press  Kit   Build  rela(onships   Get  involved   Be  persistent  
  • 25. à Research The right contact 1. Define what publications your target audience consumes 2. Focus on the journalists who write on your topic. The pattern to guess an email firstname.lastname@domain.com firstnamelastname@domain.com Gmail plugin Rapportive 1. Start with a list of possible email addresses. 2. Paste those into a new Gmail message. 3. Rapportive will scour the web to pull up social media profiles for accounts linked to that email.
  • 26. à Story angles & Press Kit Right message to right media Create Press Release dedicated to your target media: high tech, consumer, your niche market… Inside your Press Kit Press release, icon, screenshots, promocode, links to your social media, video, press page. Old fashioned mail still works Send your press kit with cool goodies to the top journalists & influencers in your target audience.
  • 27. à Build & Get Involved Do your PR Spend some times to reach out and create relationships with top journalists. You are the expert: Share content about your company, competitors and market. Follow reporters on Twitter Engage journalists with relevant messages on Twitter. Be visible Write articles and speak at events as much as possible. Journalists are there to cover it, so it is a good opportunity to get noticed!
  • 28. à Be persistent Use Gmail plugin Yesware Find out who opens your emails. Create the news Plan a PR push related to your product every quarter. If you don’t have any big news, create informative content for your audience (i.e. survey, statistics). Be current Follow up when the journalist has the highest chance to be interested by your topic (i.e. before holidays for travel app).
  • 29. Product Referral program Give away your product Credits, storage, discount, feature, bonus, sample… Win/Win incentive User shares his user code and get credits when it’s used Promote your referral program Engage your audience and implement social APIs
  • 31. Product API Integration Don’t force your user to login They are already connected. Why ask again? Get activity from social media What my friends are doing on the app? Send activity and invitations to social media What I’m doing on the app? How can I invite my friends? Don’t forget to update! APIs evolve often
  • 32. Bonus Be curious Read as more as possible Growth Hacking is a big community with and a lot of tactics you will use tomorrow don’t exist today. Connect and exchange This is why you’re here. Test and try, even if it sounds dirty at first Bad buzz is still a buzz. Optimize all the way Never stop to analyze, optimize and test!
  • 33. Bonus Cool tool for launch