Before product/market fit startups hack to validate. After product/market fit startups hack to grow. Real growth hacking is NOT the new marketing. It is the intersection between product, marketing and data. When you place Product/Tech into this "equation" your startup will have a myriad of way to ignite and drive growth. In the age of social, the right growth strategy with the right product-market fit will lead to massive scale through viral loops. (Aaron Ginn).

1. Growth Hacking
For Mobile
!
Hack to Validate
Hack to Grow
@andreehuk
andree@themobilefirm.co

2. same fashion
≠
different results
@andreehuk

3. “whenever i followed another person’s advise
i lost money”
{jim rogers}
@andreehuk

4. what is growth hacking?
@andreehuk

5. the new marketing
@andreehuk

6. the intersection between
product, marketing and data
!
“in the age of social, the right growth strategy
with the right product-market fit will lead to
massive scale through viral loops”
{aaron ginn}
@andreehuk

7. example airbnb
@andreehuk

8. example airbnb
# of guests
@andreehuk

9. example twitter
@andreehuk

10. example twitter
“We dug in and tried to learn what the “aha” moment
was for a new user and then rebuilt our entire new user
experience to engineer that more quickly”
{josh elman, joined twitter in oct 2009}
@andreehuk

11. example twitter
@andreehuk

12. example reddit
@andreehuk

13. what is growth for you?
bpmf or apmf?
@andreehuk

14. “product-market fit is the only thing
that matters”
{marc andreessen}
@andreehuk

15. before product/market fit
hack to validate
!
after product/market fit
hack to grow
@andreehuk

16. “growth hackers make products that are easily
understood beyond a niche tech crowd”
{bronson taylor}
@andreehuk

17. simplify, simplify, simplify
@andreehuk

18. simplify, simplify, simplify
@andreehuk

19. simplify, simplify, simplify
@andreehuk

20. simplify, simplify, simplify
This is focused
and simple
old
new
@andreehuk

21. tracking on mobile
@andreehuk

22. tracking on mobile
ios cuts the cord between
acquisition and install
!
android doesn’t, yeah
@andreehuk

23. tracking on mobile
cookie
{ios}
referrer
url
{android}
unique
identifier
device
fingerprint
{web > app}
@andreehuk

24. tracking on mobile
3rd party tools
ad
other app has
sdk of ad network
!
ad network is
integrated with
3rd party tracking
tool
app download
your app w/
3rd tracking
tracking sdk
@andreehuk

25. tracking on mobile mobileapptracking.com
@andreehuk

26. tracking on mobile adjust.io
@andreehuk

27. growth hacking bpmf
@andreehuk

28. single-player utility
!
hack 1
@andreehuk

29. single-player utility

30. single-player utility
@andreehuk

31. single-player utility
@andreehuk

32. learnings single-player utility
• get value out on your own
• solves chicken-egg problem
• its scalable
• after they became hooked
integrate smart viral loops
@andreehuk

33. how to tackle content v0.1
!
hack 2
@andreehuk

34. www.posing.es
@andreehuk

35. how to tackle content v0.1
1
2
3
4
5
6
7
9
when they
started
8
@andreehuk

36. how to tackle content v0.1
1
This is restrict
ive
This is focused
and simple
2
new
@andreehuk

37. learnings tackle content v0.1
• keep the core features as accessible as
possible
• avoid/mind restrictive features
@andreehuk

38. how to ‘fake’ or ignite activity?
!
hack 3
@andreehuk

39. spur activity
Aw’sm party? We
ll…
@andreehuk

40. how to ignite activity?
A
Empty party
Sorry mate, no buddies
@andreehuk

41. how to ignite activity?
user a
invites
user b
invites
non-user c
b + c do not know each other
@andreehuk

42. how to ignite activity?
user c
become friends
user b
signs up
non-user c
@andreehuk

43. alive and kickin’
@andreehuk

44. how to ignite activity?
alive and kickin’
A
Sorry mate, no buddies
@andreehuk

45. learnings ignite activity
• non-trustful connections can get your
product to the next milestone
• make it appear like the party is in full swing
@andreehuk

46. tackle content v0.2
!
hack 4
@andreehuk

47. tackle content v0.2
existing users
already have a bunch of ‘friends’
new users?
w/ time+cash: onboarding flow like twitter
@andreehuk

48. tackle content v0.2
user
list
signs up
@user
@user
@user
@user
@user
@user
@andreehuk

49. growth hacking apmf
yeaaah, luv’ that
@andreehuk

50. aw’sm invitations
!
hack 5
@andreehuk

51. aw’sm invitations
user d
@andreehuk

52. aw’sm invitations
andree@mobilefirm.co
Andree
Password
andree@mobilefirm.co
possible only
w/ android
@andreehuk

53. learnings aw’sm invitations
• “pre-fill” the sign up experience
• create an end-to-end invite loop
@andreehuk

54. walkthrough testing
!
hack 6
@andreehuk

55. walkthrough testing
adword
version 1
text version 1
Sign up now
normal on the w
adword
version 2
eb
text version 2
Sign up now
@andreehuk

56. walkthrough testing
not done on mob
ile, why?
@andreehuk

57. walkthrough testing
POSING
Welcome!
Going out tonight?
Dinner with friends?
Create an event and add photos…
Invite friends on POSINGLIFE,
via WhatsApp or Email…
Create the event. Then add photos
or invite friends or simply share it
with others.
Whatever the activity,
this is your new event!
soft-coded
< Swipe
responsive webs
ite
tracked w/ andro
id
version a
version b
@andreehuk

58. learnings walkthrough testing
• mobile can be as flexible as the web
• make the onboarding experience consistent
• test holistically on web & mobile
@andreehuk

59. give to get
!
hack 7
@andreehuk

60. tracking on mobile
user a
sms
email
else…
non-users
@andreehuk

61. tracking on mobile
iphone
android
are set up as publisher on MAT, w/ separate id’s
@andreehuk

62. tracking on mobile
http://hastrk1.com/serve?action=click&publisher_id=5433
&site_id_ios=4759&site_id_android=4760&site_id_web=5112
&inviter={phone}&invitee={email,phone#}
publisher_id=5433
!
site_id_ios=4759
site_id_android=4760
site_id_web=5112
!
inviter={phone}
invitee={email,phone#}
app of inviter, e.g. iphone app
!
what app to download
depending on
invitee device
!
inviter and invitee details
for callback to our server
@andreehuk

63. growth hacking for mobile
yeaaah, luv’ that
points to consider
@andreehuk

64. points to consider
• can track every sort of event, e.g. btn’s, $
• KISS
• the most important metric first
• the fewer the better
• start with android, then move to ios
• data sent cannot be removed
• reduce chaos
• keep testing & prod versions separate
• trigger tracking where the data itself changed
• trigger tracking after event happened
@andreehuk

65. www.startupdodgeball.net
worldwide

66. appendix
@andreehuk

67. NPS of around 30-40
!
ask how likely are you to recommend my aw’sm
product to a friend?
@andreehuk

68. NPS of about 35-45
@andreehuk

69. NPS of about 35-45
@andreehuk