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1. Growth Hacking
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Speaker : Morgan Brown
GLOBAL MINDS SERIES

2. 交大加速器
TAIWAN
Taipei
Tao Yuan
Hsin Chu

3. SINGAPORE

4. HONG KONG

5. Mindset
HELP PEOPLE LAUNCH CAREER IN STARTUPS
Core Skill Network
ALPHA Camp - Startup School

6. 10-Week Bootcamp
iOS App
Development
Web App
Development
UI/UX
Product Design
Marketing
& Growth

7. GROWTH HACKING B.S.
FIXING MARKETING ONE TRUTH AT A TIME
Morgan Brown
Co-founder of GrowthHackers.com
COO @ INMAN News

8. 25.2 MILLION RESULTS

11. WHY? Marketers
THE RISE OF GROWTH HACKING

12. 1. MASSIVE LEAPS IN DATA
& CONNECTIVITY
2. RISE OF ONLINE PLATFORMS
3. MARKETING & TECH MELD

13. ENTREPRENEURS
THOUGHT [MARKETERS
WERE] GOING TO BUY
THEM SUPER BOWL ADS.
- Andrew Chen, Uber

14. WHATTHE HELL IS
GROWTH HACKING?
Marketers
HOW I DEFINE GROWTH HACKING

16. EXPERIMENT DRIVEN MARKETING
FOCUSED ON HOW PRODUCT USE
CREATES GROWTH.
Yours Truly
HOW I DEFINE GROWTH HACKING

17. HOW’D THEY DO IT?
PUNCHLINE:
Rapid experimentation is the
key to fast growth

18. Satya Patel, 2014 Agile Marketing Meetup
TWITTER GROWTH 2010 - 2012Users(MM)
0
50
100
150
200
Q1 '10 Q3 '10 Q1 '11 Q3 '11 Q1 '12 Q3 '12
0.5 tests/week 10 tests/week
TESTING DRIVES GROWTH

19. TWITTER CASE STUDY
‘GROWTH RELIES ON OPTIMIZATION’
▸ Iterated through many homepage tests
▸ Fixed form validation error with non-
Western account names leading to
+80k new accounts per day

20. PINTEREST CASE STUDY
‘GROWTH HACKING 2015+’
▸ Optimize copy across
customer communications
in 30 languages
▸ Make it easy to run
experiments at scale (30
languages, 15 variants
each)
▸ Have experiments auto-
resolve themselves
https://medium.com/@jwegan_com/how-pinterest-increased-maus-with-one-simple-trick-be424b02429d#.w1n7bpch8

21. Faster Tempo = More Learning
More Learning = More Growth
http://collegesportsblog.dallasnews.com/2014/01/baylor-10th-overall-in-espns-way-too-early-top-25-college-football-rankings.html/

22. http://searchengineland.com/local-content-silos-secret-local-search-success-223371
GROWTH IS A HORIZONTAL FUNCTIONGROWTH IS A HORIZONTAL FUNCTION

23. ORG STRUCTURE
THE GROWTH TEAM
▸ PM Growth
▸ Analyst
▸ Growth Engineer
▸ Digital marketers
▸ Specialist(s)
Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout:
Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer,
vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox,
vice president of product.

24. ORG STRUCTURE
HIRE FOR GROWTH
▸ Analytical
▸ Experimental
▸ Fearless
▸ Creative
▸ Determined
Zuckerberg poses with some of his deputies at Antonio’s Nut House in Palo Alto, a popular staff hangout:
Chamath Palihapitya, vice president for growth, mobile and international; Zuckerberg; Mike Schroepfer,
vice president of engineering; Jonathan Heiliger, vice president of technical operations; Chris Cox,
vice president of product.

25. IDEATE
PRIORITIZE
TEST
ANALYZE
Unbridled
Ideation
Focus
Prioritization
Rapid Testing of
Promising Ideas
Analysis
Learning
GROWTH PROCESS

26. GROWTH PROCESS
IDEAS ARE THE FUEL FOR GROWTH
▸ Full team participation (engineering,
marketing, ops, etc.)
▸ All funnel elements (AARRRR)
▸ Ideas written as hypotheses

27. GROWTH PROCESS
HYPOTHESIS QUALITY DICTATES IMPACT
▸ Data and evidence based
▸ Testable
▸ Defensible
http://mrssirilla.weebly.com/scientific-methods.html

28. GROWTH PROCESS
FOCUS & PRIORITIZATION
▸ Growth lead owns focus
(North Star, OKR, etc.)
▸ Hypotheses are scored and
sized (ICE Score)
▸ Growth team nominates
experiments for testing
Get access to Project @ http://project.growthhackers.com

29. FOCUS & PRIORITIZATION
Not throwing
spaghetti
against the wall

30. GROWTH PROCESS
PRIORITIZE FOR IMPACT
Base
Conversion
Rate
% Change
vs. Control
Required
Sample Size /
Variant
Test Days
Required
Example A 3% 5% 72,300 72
Example B 3% 10% 18,500 18
Example C 3% 30% 2,250 2
Source: Andy Johns, WMD 2015 talk

31. HIGH TEMPO TESTING
Set velocity
targets

32. ANALYSIS & LEARNING
Must learn something on every test

33. ANALYSIS & LEARNING
Control always
wins when
inconclusive

34. ANALYSIS & LEARNING
Learning
must be clear
& accessible

35. GROWTH PROCESS
WEEKLY GROWTH MEETING
▸ Growth team participation
▸ One full hour, regimented agenda
▸ Not time for brainstorming
▸ Similar to sprint planning / retrospective
meetings from Agile process
▸ Drives process, accountability, velocity

36. GROWTH PROCESS
GROWTH MEETING AGENDA
▸ KPI Review and Update Focus (15 min)
▸ Review last week’s testing sprint (10 min)
▸ Key lessons learned from completed/
analyzed tests (15 min)
▸ Selected tests for this week (15 min)
▸ Idea backlog review and favorites (5
min)
Get a copy of agenda doc here:
http://bit.ly/growthmtg
Get our testing template here:
http://bit.ly/experimenttemplate

37. IDEATE
PRIORITIZE
TEST
ANALYZE
Unbridled
Ideation
Focus
Prioritization
Rapid Testing of
Promising Ideas
Analysis
Learning
GROWTH PROCESS

38. IN ACTION
GROWTH PROCESS

39. SOCIAL LOGIN TEST
Original
Visitors: 3151
Conversions: 605
Conversion Rate: 19.2%
Variation 1 (w/o social sign-in)
Visitors: 3147
Conversions: 750
Conversion Rate: 23.8%
Result: With >99% confidence, the 24% improvement seen with
Variation 1 is statistically significant.

40. FUNNELTEST
Result: With >98% confidence, the 32% improvement seen with 10% variant is statistically
significant. By offering 10% discount we are increasing revenue by 18.9% over control.
10% Variant
Visitors: 4260
Conversions: 303
Conversion Rate: 7.11%
25% Variant
Visitors: 2830
Conversions: 213
Conversion Rate: 7.53%

41. PLAN TYPE TEST
Monthly at $19.99 Quarterly at $57

42. IDEATE
PRIORITIZE
TEST
ANALYZE
Unbridled
Ideation
Focus
Prioritization
Rapid Testing of
Promising Ideas
Analysis
Learning
GROWTH PROCESS

43. TAKEAWAYS
DO THIS NEXT

44. BUILD YOUR TEAM

45. REFINE PROCESS

46. AIM FOR IMPACT

47. ADD VELOCITY

48. BE A FORCE FOR
GROWTH

50. GET IN TOUCH
THANK YOU - LET’S CONNECT!
@morganb @morganb180 morganbrown.co /in/morganb

51. Talent Wanted!
Email: recruit@alphacamp.co
‣ Head of Marketing
‣ Junior Growth Experts
‣ Program Manager
Full-Time Intern:
‣ Growth Marketing
‣ Content Marketing
‣ Event Planning
‣ Program Management