The document outlines an introductory course on growth hacking led by Maxime Pico, focusing on lean startup methodologies, business models, and key concepts such as minimum viable products (MVPs) and cohort analysis. It emphasizes the importance of understanding users and utilizing analytics for iterative development toward product-market fit. Additionally, the text presents real-world examples and case studies to illustrate the principles of growth hacking and the transition from startups to established businesses.

1. Growth Hacking
part 1
Maxime Pico
Startup guide and STARTUP42 Managing Director
maxime@startup42.org — @maximepico

2. Maxime Pico
Startup guide
&
STARTUP42 Managing Director
Skills :
- Coding, Maths & Algo
- Broad knowledge of startup
methodologies
- Asking the right questions
Contact info:
maxime@startup42.org — @maximepico

3. from hackers to founders

4. 51
5
200
12.2M€
11
2
1
startups
failed
exits
jobs
raised
Y Combinator
TechStars NY
alumni+

5. in this 6h “course”
1. Growth Hacking Theory part 1 :
lean startup + growth hacking (3h)
2. Growth Hacking Theory part 2 :
methodologies and tools (3h)

6. this morning
1. What is a startup?
2. Lean Startups
3. Business Models
4. MVPs
5. Growth Hacking
6. Growth Hackers
7. Talk to your users
8. Understand your
product
9. Cohort analysis

7. What is a startup?

8. “Startup” ?
?
?
?
?
?
?
?
?

10. where was the lean startup born?

11. Steve Blank
The godfather of
Lean Startup

12. 34 years entrepreneur
8 companies
4 IPOs

13. « Startups are not smaller versions of big
companies »
- Steve Blank

14. « Large companies execute known business
models »
- Steve Blank

15. « Startups search for unknown business
models »
- Steve Blank

16. « A startup is a temporary organisation used
to search for a repeatable and scalable
business model »
- Steve Blank

17. In 2005, Steve Blank
publishes
The Startup Owner’s
Manual
A step by step guide
summing up his
discoveries

18. Lean Startups

19. Eric Ries
The father of
Lean Startup

22. 22
the feedback loop
IDEA
BUILD
PRODUCTDATA
LEARN
MEASURE

23. In 2011, Eric Ries
publishes
The Lean Startup
compiling all the
lessons available on his
blog

24. Business Models

25. Meanwhile, in the Swiss Alpes…

26. Alexander
Osterwalder
Author of the Business
Model Generation

27. “Business Plan” ?
?
?
?
?
?
?
?
?

28. Business Plan

29. Business Model

30. In 2008, Alexander Osterwalder
and Yves Pigneur publish
Business Model Generation
suggesting a new approach to
business modelling co-created
by more that 470 people from all
around the world

32. The Holy Spirit of Lean Startup

33. startup horror
stories…

35. « Webvan was founded in 1996 by Louis Borders, who also co-
founded the Borders bookstore in 1971. Venture capitalists, who
invested more than $396 million, encouraged it to rapidly build its
own infrastructure to deliver groceries in a number of cities. In
2001, Webvan shut down with a reported cumulative revenue of
$395,000 and cumulative net losses of more than $50 million »

36. What
the !@#
happened?
??

37. 37
startups search and pivot
Startup Transition Large
Corporation
Searching for a business model
Searching for:
• product/market fit
• a repeatable sales process

38. 38
startups search, companies execute
Startup Transition Large
Corporation
Execution of a business model
Execution:
• profitability, repeatability, scalability
• processes

39. start with a lot of small wins

40. first step: lean canvas

41. second step: business model canvas

42. IDEA
BUILD
PRODUCTDATA
LEARN
MEASURE
third step: “buil - measure - learn”

43. MVPs

44. IDEA
BUILD
PRODUCTDATA
LEARN
MEASURE

45. The MVP is the product with
the highest return in terms of
investment/risk
minimum viable product (MVP)

46. “Founded in 2011, this company gathered more that 40 million
dollars to build their product.
They spent many months locked in their buildings, working
and perfecting a beautiful first version without a single bug.
Just one week after their launch, the app had lost 90% of its
initial users”
COLOR

50. And what about marketing?

51. Growth Hacking

52. “Growth Hacking”?
?
?
?
?
?
?
?
?

53. 53
Why is it new?
A new definition of the product

54. 54
why is it new?
New acquisition channels

55. the classic
AirBnB, case study
more crazy stories in their
mixergy interview

56. why is it great?
1. The knew about APIs before it was cool —> they have a
good tech culture
2. They create value for the product
3. They go and get customers where they already are
4. They are creatives
5. They are technical
6. They are ready to do anything

57. 57
what is growth hacking?
Growth = Product + Marketing

58. Growth Hackers

59. « A growth hacker is a person whose true
north is growth »
- Sean Ellis

60. who is the growth
hacker?
Technical + Analytic +
Créative

61. Talk to your users
+
Understand your product
+
Try LOTS of things
you want to do the same?

62. Talk to your users

63. 63
Make them talk… literally!

64. Run interviews in a customer development fashion

65. Make them talk… through data!

66. 66

67. 67

68. 68

69. 69

70. Make them talk… through customer support!

71. The goal is to understand their
habits and problems
talk to your users

72. Understand your product
aka
The power of analytics

73. “Analytics is the measurement of movement towards
your business goals”
“In a startup, the purpose of analytics is to iterate to
product/market fit before money runs out”

74. 74
I have to kids, knowing that at least one is
a girl
understanding data can be hard

75. 75
what are the chances that the other one is
also a girl?
understanding data can be hard

76. 76
BB
(25%)
GB
(25%)
BG
(25%)
GG
(25%)
understanding data can be hard

77. 77
BB
(0%)
GB
(33%)
BG
(33%)
GG
(33%)
understanding data can be hard

78. 78
someone who knows his sh*t

79. 79
what is a good metric?
Understandable
Comparative
Comparative
A rate or a ratio
Behavioural

80. 80
always add quantitative data
“unstructured, anecdotical, revealing, hard
to aggregate, often too positive or
reassuring”

81. 81
try to predict the future
Lagging vs Leading

82. 82
try to predict the future
Correlation vs Causalité

83. 83
try to have superpowers!
Leading
+
Causal

84. Cohort analysis

85. 85
cohort analysis 1/2
January February March April May
Revenue/customer €5,00 €4,50 €4,33 €4,25 €4,50
Startup n°1

86. 86
January February March April May
Revenue/customer
arrived in Jan
€5,00 €3,00 €2,00 €1,00 €0,50
cohort analysis 1/2
Startup n°2

87. 87
January February March April May
Revenue/customer
arrived in Jan
€5,00 €3,00 €2,00 €1,00 €0,50
Revenue/customer
arrived in Feb
€6,00 €4,00 €2,00 €1,00
cohort analysis 1/2
Startup n°2

88. 88
January February March April May
Revenue/customer
arrived in Jan
€5,00 €3,00 €2,00 €1,00 €0,50
Revenue/customer
arrived in Feb
€6,00 €4,00 €2,00 €1,00
Revenue/customer
arrived in Mar
€7,00 €6,00 €5,00
cohort analysis 1/2
Startup n°2

89. 89
January February March April May
Revenue/customer
arrived in Jan
€5,00 €3,00 €2,00 €1,00 €0,50
Revenue/customer
arrived in Feb
€6,00 €4,00 €2,00 €1,00
Revenue/customer
arrived in Mar
€7,00 €6,00 €5,00
Revenue/customer
arrived in April
€8,00 €7,00
cohort analysis 1/2
Startup n°2

90. 90
January February March April May
Revenue/customer
arrived in Jan
€5,00 €3,00 €2,00 €1,00 €0,50
Revenue/customer
arrived in Feb
€6,00 €4,00 €2,00 €1,00
Revenue/customer
arrived in Mar
€7,00 €6,00 €5,00
Revenue/customer
arrived in April
€8,00 €7,00
Revenue/customer
arrived in May
€9,00
cohort analysis 1/2
Startup n°2

91. 91
January February March April May
Number of new
visitors
1000 1000 1000 1000 1000
Total visitors 1000 2000 3000 4000 5000
Revenue/customer €5,00 €4,50 €4,33 €4,25 €4,50
Revenue/customer
arrived in Jan
€5,00 €3,00 €2,00 €1,00 €0,50
Revenue/customer
arrived in Feb
€6,00 €4,00 €2,00 €1,00
Revenue/customer
arrived in Mar
€7,00 €6,00 €5,00
Revenue/customer
arrived in April
€8,00 €7,00
Revenue/customer
arrived in May
€9,00
cohort analysis 1/2

92. 92
cohort analysis 2/2

93. 93
cohort analysis 1/2

94. Methodology
+
Techniques
+
Tools
try lots of things

95. That was theory…
What’s left: Methodology + Techniques + Tools