Building great products isn't enough. Marketing channels are saturated. Growth Hacking skills help you beat the competition and develop your products. In this session, David Arnoux, co-founder of Europe's 1st Growth Hacking Academy 'Growth Tribe', walks you through the mindset, process & tools to implement an experiment-driven approach to growth in your organization. About David Arnoux (Growth Tribe): David Arnoux is a growth marketing expert. He has helped over 500 companies & teams implement and execute growth strategies. He is currently head of growth at Growth Tribe and lead growth hacker at Twoodo, growth coach for startups and corporates, a public speaker and a contributor to publications such as The Next Web. Come follow him on Twitter! @darnocks

1. Growth Hacking
Power Session
David Arnoux
Twitter + Snapchat : darnocks

2. Growth Tribe Philosophy
Your livelihood depends on a
mix of Quant, Tech and
Creativity

4. HIGH GROWTH / HIGH POTENTIAL STARTUP

5. Some Of Our Clients: A Mix Of Startups And Corporates

6. Growth Tribe Philosophy
Growth = rapid testing +
the right toolset, skillset &
mindset

7. Growth Hacking Transformation Pyramid
MINDSET =
(Organisational Change a.k.a
“transformation, Leadership
alignment)
PROCESS =
(Agile, Experimentation, Removing
9 Blockers)
PEOPLE =
(Team composition, Skills
Training,
Experiment design, strategy)
TACTICS
(Implementation, strategy, tools,
best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS

8. The Mindset Of A “Growth Hacker”
Place your screenshot here

9. Takeru Kobayashi

10. Takeru Kobayashi

11. “
If you’re growing a company today you
better learn to eat hot dogs fast...

12. Growth Hacking Famous Examples

13. Creative
Marketing
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
GROWTH
TEAMS

14. Why Are Growth Teams Taking Over The World?
Place your screenshot here

15. Why is growth hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated

17. Why is growth hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution

18. Startups don’t fail because they lack
a product; they fail because they lack
customers and a profitable business
model. - Steve Blank
“Startups focus too much on building product
with limited attention to customer interaction,
usability, and marketing. This is also a big fail."
- Dave McClure
"Poor distribution—not
product—is the number one
cause of failure. " - Peter Thiel

19. 250-5000 Ads per day

20. betalist.com

21. Why is growth hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels and tech are popping up exponentially

22. Viral Channel Effectiveness

26. Sentient.ai

27. Growth Tribe Philosophy
More channels + tech
=
More opportunities

28. Why is growth hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial

29. Growth Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Marketing
Teams
Growth
Teams

30. Growth Hacking Transformation Pyramid
MINDSET =
(Organisational Readiness a.k.a
“transformation, Leadership
alignment)
PROCESS =
(Agile, Experimentation, Removing
9 Blockers)
PEOPLE =
(Team composition, Skills
Training,
Experiment design, strategy)
TACTICS =
(Implementation, strategy, tools,
best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS

39. Video: grow.ac/grows

56. Skills
(Team can’t
execute)
Main blockers

58. Uncertainty?
(Are we allowed to
do this?)
Politics/Egos
(Stepping on
people’s toes)
I.T.
(No support, time
or mindset)
Branding
(This is not aligned
with our brand
values)
Agencies
(Data is external)
Legal Risk Compliance Governance
Main blockers
Guidelines
Skills
(Team can’t
execute)

59. Growth Marketing Transformation Pyramid
MINDSET =
(Organisational Readiness a.k.a
“transformation, Leadership
alignment)
PROCESS =
(Agile, Experimentation, Removing
9 Blockers)
PEOPLE =
(Team composition, Skills
Training,
Experiment design, strategy)
TACTICS =
(Implementation, strategy, tools,
best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS

60. The skillset of a the growth marketer

61. Head of Growth
Process-Driven
Analytical
Creative
Strong Personality
T-shaped
Soft Skills
Developer
Fast iterations
Build fast fix later
Loves data +
tracking
Creative
Growth oriented
Executes fast
UX/UI
Customer
empathy
Executes fast
Front-end code
Ship fast
Loves testing
Conversion
Rate
Optimization
Data Analyst
Small data sets
Large data sets
Back-end
knowledge
Needle in
haystack
Data to insights

62. Growth Marketing Transformation Pyramid
MINDSET =
(Organisational Readiness a.k.a
“transformation, Leadership
alignment)
PROCESS =
(Agile, Experimentation, Removing
9 Blockers)
PEOPLE =
(Team composition, Skills
Training,
Experiment design, strategy)
TACTICS =
(Implementation, strategy, tools,
best practices, implementation)
MINDSET
PROCESS
PEOPLE
TACTICS

64. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

65. ouch
Source: Andrew Chen’s Blog

66. Negative aging: “Leave quick or stay long”
97% of people just left

68. You have 5 seconds to answer..
What does this
website do or
offer?
Why is it better
than the
competition or
similar
services?

71. 15%

75. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

76. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

77. Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

78. Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

79. Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

80. Growth Tribe Philosophy
It’s never been a more scary
and exciting time to grow
companies

82. Questions?
Part-time or In-house courses:
www.growthtribe.io