The document outlines the journey and methodology of growth hacking, detailing key concepts such as product market fit, customer personas, and business goals. It highlights the importance of lean startup principles, metrics tracking, and various marketing strategies to scale businesses. Multiple tools and analytics techniques for measuring growth and optimizing marketing strategies are also discussed.

1. GROWTH!
HACKING !
Anirudh Narayan

2. Anirudh Narayan
Growth Hacker, Shutterstock!
• Managed a monthly marketing budget of $25,000
• Scaled two marketing channels that increased ARR by $100,000
!
Growth Manager (Americas & Africa), Lean Startup Machine!
• Led expansion of business in 50 cities in Americas and Africa
• Provided lean startup training to ESPN & TLC
• Mentored over 350 aspiring entrepreneurs in lean startup methodology
!
Director of Operations, Krossover!
• Part of founding team (5th member) that went on to raise $7,000,000 in funding
• Led a team of 25 sports analysts
!
Business Consultant:
Engineer:
Growth Hacker | Digital Nomad | Data Nerd

3. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

4. GROWTH HACKING
“Growth hacking is a marketing technique that uses creativity, analytical
thinking and metrics to increase revenue and gain traction for your
business. ”

5. “GROWTH HACKING IS SEXY”
NOT

6. You’re this guy

7. WHO IS A GROWTH HACKER?
Source: @Twoodo, @darnocks

8. GROWTH HACKING
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!
#growthhackingLATAM

9. JOURNEY OF A STARTUP
Source: Paul Graham. Enhanced: Trevor Owens

10. JOURNEY
Idea ! User FlowsConcierge
Exploration!
Pre-Sell
(Pitch)
AlphaPrototype
Beta
Scale
Lean Startup: Idea to Product Market Fit
GrowthHacking:ProductMarketFittoScale
Customer
Personas
Lean Canvas
#growthhackingLATAM

11. GROWTH HACKING
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

12. PRODUCT MARKET FIT

13. PRODUCT MARKET FIT
!
!
How would you feel if you could no longer use this product?!
!
A. Very disappointed!
B. Somewhat disappointed!
C. Not disappointed!
D. N/A or I no longer use your product
!
IF > 40% MARK
!
OPTIMIZE & SCALE
!
IF < 40% MARK
!
CUSTOMER DEVELOPMENT!
!
!
Source: Sean Ellis, CEO Qualaroo, Ex-Marketer at Dropbox.!
!
!

14. PRODUCT MARKET FIT
!
ACHIEVED PRODUCT MARKET FIT ( > 40% )!
!
!
I) Passionate Users:!
!
Why did you sign up for the product originally?!
What is the primary benefit you receive from the product?!
Why is that benefit important to you?!
How do you describe the product when you’re recommending it to friends?
!
II) New Visitors:
!
III) Abandoned before purchase:
!
!

15. PRODUCT MARKET FIT
NPS = %PROMOTERS - %DETRACTORS
IV) What is the likelihood that you would recommend this product (Scale: 1-10
ACHIEVED PRODUCT MARKET FIT ( > 40% )!

16. !
Customers: !
!
How do they use the product
!
What’s the primary benefit they received from the product.
!
Change messaging
!
PRODUCT MARKET FIT
NEED TO ACHIEVE PRODUCT MARKET FIT ( < 40% )!

17. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

18. CUSTOMERS PERSONA EXAMPLE

19. How to build customer personas?
Tools to use to build personas
CUSTOMERS PERSONA TEMPLATE

20. WHERE CAN I FIND THEM?

21. WORKSHOP!
!
CUSTOMER PERSONAS

22. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

23. Lean Canvas

24. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

25. Business Goals
!
• Revenue!
!
• Objectives & Key Results (OKR’s
!
• Growth Metrics

26. SAAS PRODUCTS (Software As a Service)!
!
Annual Revenue = Function {Ec, Nc, C, Cu,Cd
!
• Existing Customers (Ec)!
• New Customers (Nc)!
• Churn (C)!
• Customers Upgraded (Cu)!
• Customers Downgraded (Cd)!
!
Business Goals: Revenue

27. SAAS PRODUCTS (Software As a Service)!
!
• Total users = 20 million!
• Free users = 18 million!
• Paying users = 2 million (10% of total users), Subscription: $9/month!
• Annual Revenue 2015 = (2 million * $10 * 12 months) = $240 million!
!
• GOAL: Annual Revenue 2016 : $300 million!
• Increase Revenue by $60 million i.e. $ 5 million by month 1!
• Increase number of users by the end of the year by 500,000!
• Increase paying users from 2 million to 2.5 million.!
!
POSSIBILITIES:!
• Existing Customers (Ec)!
• New Customers (Nc) (Add a total of 5 million total users)!
• Churn (C) (Net adds)!
• Customers Upgraded (Cu) (Can we get 500,000 users from our existing 18 million)!
• Customers Downgraded (Cd)!
Business Goals: Revenue

28. !
E-COMMERCE PRODUCTS!
!
Annual Revenue = Function {Se, Cr, Bs
!
• Sessions (Se)!
• Conversion Rate (Cr
• Average Basket Size (Bs
!
Business Goals: Revenue

29. Objective: Business Goals.!
!
Results: !
• Growth
• Engagement
• Revenue
• Performance
• Quality
!
Personal Growth and Company Goals.!
!
Business Goals: OKR’s

30. Objective:
!
Key Results:!
• Improve avg. number of votes in each city from 250 to 400.
• Increase number of tickets being sold in insider from 12 to 15
• Increase avg. number of attendees to workshops from 45 to 50
!
Objective:
!
Key Results:
• Increase per day views to 1,000
• Total monthly uniques 45,000
!
!
Business Goals: OKR’s

31. !
• Cost Per Lead (CPL), Cost Per Acquisition (CPA)!
!
• Churn Rate!
!
• Bounce Rate!
!
• Conversion %!
!
• Daily Active Users (DAU), Monthly Active Users (MAU)!
!
• Annual Recurring Revenue(ARR), Monthly Recurring Revenue(MRR) !
!
• Life Time Value (3 CPA < LTV)
Business Goals: Growth Metrics

32. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

33. ACQUISITION
ACTIVATION
RETENTION
REFERRAL!
REVENUE!
Viral Loop
INTRODUCTION TO LEAN ANALYTICS

34. LEAN ANALYTICS
• Acquisition [Bounce Rates, Number of Visitors, Emails]!
!
• Activation [Logins, Accounts Created, Demo, Free Trials]!
!
• Retention [Number of Active users, Inactive Users]!
!
• Referral [Number of users signing up through referral]!
!
• Revenue [Paid users, monthly/ Annual]!

35. LEAN ANALYTICS
ACQUISITION
ACTIVATION
RETENTION
REFERRAL!
REVENUE!
Viral Loop

36. ACQUISITION
!
• Marketing Channels (Paid/Unpaid)!
!
• High Converting Landing Page!
!
• Exit Intent
#growthhackingLATAM

37. MARKETING CHANNELS
Free Marketing Channels!
!
• Social Channels (Twitter, FB,
LinkedIn, Quora, Instagram,
Pinterest)
• Email
• Cross Promotions
• Meetups & Events
• Community Building
• Blogging/Creation of content
• Guest blogging
• Youtube
• Word of Mouth
• SEO
Paid Marketing Channels!
!
• SEM
• Paid Social (Twitter,
LinkedIn, Facebook)
• Online Display Ads
• Offline Advertising
• Public relations
• B.D, Sales, Trade Shows
• Retargeting
• Content Amplification
• Affiliate Marketing
• TV & Radio Ads
• Platform Integration

38. LEAN ANALYTICS: ACQUISITION
Optimized Landing Page

39. LEAN ANALYTICS: ACQUISITION
Optimized Landing Page

40. LEAN ANALYTICS: ACQUISITION
Optimized Landing Page

41. TOOLS
HIGH CONVERTING LANDING PAGE
#growthhackingLATAM

42. LEAN ANALYTICS: ACQUISITION
Exit Overlay
Hubspot

43. QuickMVP
LEAN ANALYTICS: ACQUISITION
Exit Overlay

44. ACQUISITION: EXIT INTENT
Skillfeed

45. TOOLS!
ACQUISITION: EXIT INTENT

46. LEAN ANALYTICS
ACQUISITION
ACTIVATION
RETENTION
REFERRAL!
REVENUE!
Viral Loop
#growthhackingLATAM

47. LEAN ANALYTICS: ACTIVATION
1
2
LIVING SOCIAL
Reducing Friction!

48. LEAN ANALYTICS: ACTIVATION
Reducing Friction!
LIVING SOCIAL
3
4

49. LEAN ANALYTICS: ACTIVATION
5
6
Reducing Friction!

50. LEAN ANALYTICS: ACTIVATION
Reducing Friction!

51. LEAN ANALYTICS: ACTIVATION
Drip Campaigns!
Source: Zapier !

52. LEAN ANALYTICS
ACQUISITION
ACTIVATION
RETENTION
REFERRAL!
REVENUE!
Viral Loop

53. LEAN ANALYTICS: RETENTION
Email Strategy | LinkedIn!
TYPES OF EMAILS!
!
1. People are looking at your profile
2. You got a message, reply
3. Waiting for your response
4. See someone’s connections
5. Congratulate someone for their job
6. Is celebrating work anniversary
7. New announcement in the group
8. Someone has endorsed you
9. Happy Birthday
10. Someone from your gmail contacts joined, connect with them?
11. Job Related Tips
12. Looking for candidates like you
13. Special Announcement Emails

54. LEAN ANALYTICS: RETENTION
Competition + Ranking + Levels!

55. LEAN ANALYTICS: RETENTION
New Content!

56. LEAN ANALYTICS
ACQUISITION
ACTIVATION
RETENTION
REFERRAL!
REVENUE!
Viral Loop
#growthhackingLATAM

57. LEAN ANALYTICS: REFERRAL
Incentivize referrals for goodies!

58. LEAN ANALYTICS: REFERRAL
Incentivize referrals for goodies!

59. LEAN ANALYTICS
ACQUISITION
ACTIVATION
RETENTION
REFERRAL!
REVENUE!
Viral Loop
#growthhackingLATAM

60. LEAN ANALYTICS: REVENUE
Pricing Hacks
Use congruent language Use small font size
Remove comma Separate shipping + handling
Source: www.nickkolenda.com

61. LEAN ANALYTICS: REVENUE
Monetizing most actively used feature

62. LEAN ANALYTICS: REVENUE
Annual versus monthly | More than 1 price

63. GROWTH HACKING
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

64. TRACKING TOOLS
1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• A/B Testing!
• Overall website behavior!
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools

65. TRACKING TOOLS
6. Acquisition Tools!
SEM/SEO
Redirecting Platform!
Content Marketing!
Social!
7. Sales Tracking!
8. Retention Tools!

66. 1. Product Analysis!
• Conversion Analysis !
• Heat Maps & Live Interaction!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
TRACKING TOOLS

67. PRODUCT ANALYSIS: CONVERSION ANALYSIS

68. MIXPANEL: FUNNEL ANALYSIS

69. MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS

70. MIXPANEL: INDIVIDUAL CUSTOMER ANALYSIS

71. MIXPANEL: RETENTION ANALYSIS
#growthhackingLATAM

72. MIXPANEL: A/B TESTING
#growthhackingLATAM

73. CONVERSION ANALYSIS: MIXPANEL
Features!
Conversion Analysis!
Individual Customer Analysis!
Retention Analysis!
Notifications!
Surveys!
A/B Testing

74. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
TRACKING TOOLS

75. INSPECTLET: HEAT MAPS
Eye Tracking heat maps
Mouse Click heat maps

76. INSPECTLET: HEAT MAPS

77. INSPECTLET: LIVE INTERACTION

78. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
• Overall website behavior
2. Website Behavior!
3. Product Management Tools!
4. Project Management Tools!
5. Social Tracking (Bitly, ClickToTweet)!
6. Customer Development Tools
TRACKING TOOLS

79. A/B TESTING
Comparing 2 versions of a web page to see which
one performs better

80. EXAMPLES OF A/B TEST

81. Twitter Ads
EXAMPLES OF A/B TEST

82. EXAMPLES OF A/B TEST
Emails

83. A/B TESTING
#growthhackingLATAM
1. Landing Page Messaging!
2. Button Colors!
3. Sign Up Forms!
4. Images

84. A/B TESTING
#growthhackingLATAM

85. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
#growthhackingLATAM
TRACKING TOOLS

86. PRODUCT ANALYSIS: GOOGLE ANALYTICS
#growthhackingLATAM

87. #growthhackingLATAM
PRODUCT ANALYSIS: GOOGLE ANALYTICS

88. #growthhackingLATAM
Tracking:!
!
Funnel Analysis | Page Depth Analysis!
Bounce Rate, Time Spent, Exit Rates!
Demographic Information!
E-commerce Conversion Rates!
Source, Medium & Channel Analysis
PRODUCT ANALYSIS: GOOGLE ANALYTICS

89. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
TRACKING TOOLS

90. PRODUCT MANAGEMENT
PIVOTAL TRACKER

91. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
#growthhackingLATAM
TRACKING TOOLS

92. PROJECT MANAGEMENT
#growthhackingLATAM

93. PROJECT MANAGEMENT

94. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
TRACKING TOOLS

95. SOCIAL TRACKING
#growthhackingLATAM

96. 1. Product Analysis!
• Conversion Analysis!
• Heat Maps & Live Interaction!
• Landing Page!
• A/B Testing!
• Overall website behavior
2. Product Management Tools!
3. Project Management Tools!
4. Social Tracking (Bitly, ClickToTweet)!
5. Customer Development Tools
TRACKING TOOLS

97. CUSTOMER DEVELOPMENT TOOLS

98. 6. Acquisition Tools!
SEM/SEO
Redirecting Platform!
Content Marketing!
Social!
7. Sales Tracking!
8. Retention Tools!
#growthhackingLATAM
TRACKING TOOLS

99. TRACKING TOOLS: PAID MARKETING
!
!
Search Engine Marketing
!
!
Search Engine Optimization

100. 6. Acquisition Tools!
SEM/SEO
Retargeting Platform!
Content Marketing!
Social!
7. Sales Tracking!
8. Retention Tools!
TRACKING TOOLS

101. ACQUISITION: RETARGETING PLATFORM
HANDY PLATED

102. 6. Acquisition Tools!
SEM/SEO
Redirecting Platform!
Content Marketing!
Social!
7. Sales Tracking!
8. Retention Tools!
#growthhackingLATAM
TRACKING TOOLS

103. ACQUISITION TOOLS: CONTENT MARKETING

104. 6. Acquisition Tools!
SEM/SEO
Redirecting Platform!
Content Marketing!
Social!
7. Sales Tracking!
8. Retention Tools
TRACKING TOOLS

105. TRACKING TOOLS: SOCIAL
SOCIAL ANALYTICS

106. 6. Acquisition Tools!
SEM/SEO
Retargeting Platform!
Content Marketing!
Social!
7. Sales Tracking!
8. Retention Tools!
TRACKING TOOLS

107. SALES TRACKING TOOLS
#growthhackingLATAM

108. 6. Acquisition Tools!
SEM/SEO
Redirecting Platform!
Content Marketing!
Social!
Exit Intent!
7. Sales Tracking!
8. Retention Tools
TRACKING TOOLS

109. RETENTION TOOLS

110. TRACKING TOOLS
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

111. GROWTH HACKING CYCLE

112. STEP 1: ANALYZE CURRENT DATA

113. STEP 2: IF DATA MISSING, COLLECT DATA

114. STEP 3: IDENTIFY AREAS OF IMPROVEMENT

115. STEP 4: DECIDE METRIC

116. STEP 5: SETUP AND RUN EXPERIMENT!

117. STEP 5: ANALYZE RESULTS!

118. STEP 6: Pivot or Persevere

119. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

120. CASE STUDY: SKILLFEED

121. • What is Skillfeed?
• Competitor Analysis
• User Personas
• Defined Business Model & Metrics
• Defined Funnel
• Tools Used
• Analyzed Data
1. Top 25 countries conversion rates
2. Exit Reasons
3. Video Viewing Data
4. Demographic & Interest
5. Marketing Channel Data
6. Content consumed within platform
7. Churn, LTV, Net Adds, Annual v/s Monthly
8. Email Open Rates & Conversions
!
• Experiments Run
SKILLFEED: CASE STUDY

122. WHAT IS SKILLFEED?

123. CASE STUDY: COMPETITORS

124. CASE STUDY: CUSTOMER PERSONAS

125. CASE STUDY: CUSTOMER PERSONAS
#growthhackingLATAM

126. CASE STUDY: BUSINESS GOALS & OKR’S
Annual Revenue (SAAS
!
• Browse Accounts (Give email but not credit card)
• Free Trials (Credit card)
• Existing Paying Customers (Ec)
• New Paying Customers (Nc)
• Net Adds
• Churn (C)
• Life Time Value
#growthhackingLATAM

127. CASE STUDY: FUNNEL ANALYSIS
ACQUISITION (Email Address)
ACTIVATION (Free Trials)
RETENTION (Retained Paid Users)
REFERRAL (# of people
being referred)
REVENUE !
(Monthly/Annual)
#growthhackingLATAM

128. CASE STUDY: TOOLS USED
#growthhackingLATAM

129. CASE STUDY: ANALYZED DATA
Analyzed Data: !
!
1. Top 25 countries conversion rates
2. Exit Reasons
3. Video Viewing Data (Month & Subject)
4. Demographic & Interest
5. Marketing Channel Data
6. Content consumed within platform
7. Churn, LTV, Net Adds, Annual v/s Monthly
8. Email Open Rates & Conversions
#growthhackingLATAM

130. CASE STUDY: ANALYZED DATA
Analyzed Data: Top 25 countries conversion rates
#growthhackingLATAM

131. CASE STUDY: ANALYZED DATA
Analyzed Data: Exit Reasons
#growthhackingLATAM

132. CASE STUDY: ANALYZED DATA
Analyzed Data: Video Viewing Data (Month)
#growthhackingLATAM

133. CASE STUDY: ANALYZED DATA
Analyzed Data: Video Viewing Data (Subject)
#growthhackingLATAM

134. CASE STUDY: ANALYZED DATA
Analyzed Data: Demographic & Interest
#growthhackingLATAM

135. CASE STUDY: ANALYZED DATA
Analyzed Data: Marketing Channel Data

136. CASE STUDY: ANALYZED DATA
Analyzed Data: Churn, LTV, Net Adds, Annual v/s Monthly
#growthhackingLATAM
Refer Excel

137. CASE STUDY: ANALYZED DATA
Analyzed Data: Funnel
#growthhackingLATAM

138. AREAS TO FOCUS
#growthhackingLATAM
Analyzed Data: !
!
1. Reduce Churn
2. Reduce Cost Per Acquisition
3. Improve quality of content on platform
4. Make product more goal oriented
5. Discover new marketing channels
6. Improve conversion (Browse —> Free Trial)

139. ACTION !
PLAN

140. PRIORITIZE ENHANCEMENTS
Pivotal Tracker

141. CASE STUDY: EXPERIMENTS RUN
1) Extending Free Trial (7 days v/s 30 days v/s 60 days)
No time right now

142. CASE STUDY: EXPERIMENTS RUN
2) Activating browse account users with drip campaigns
Increasing conversion from browse to free trial

143. CASE STUDY: EXPERIMENTS RUN
3) New Marketing Channels
Podcast
Display Ads
Social Ads
Google: Sponsored Promotions + SEM

144. CASE STUDY: EXPERIMENTS RUN
3) New Marketing Channels: Twitter (A/B Tests)
Pick Up Marketing Skills > Become a skilled marketer

145. CASE STUDY: EXPERIMENTS RUN
3) New Marketing Channels: Facebook (A/B Tests)
Be an Entrepreneur > Learn Entrepreneurship

146. CASE STUDY: EXPERIMENTS RUN
!
4) Increasing conversions : Exit Overlay (Bounce Exchange)
+13% conversion for 65,000 Tutorials (Left version)

147. + 9% conversion with Type B (Left Rail)
EXAMPLE OF GROWTH HACKS: SKILLFEED
Type A Type B
5) Left Rail With Bounce Exchange

148. CASE STUDY: EXPERIMENTS RUN
6) Old Design v/s New Design (Bounce Exchange)
#growthhackingLATAM
2X conversions with Type A
Type A Type B

149. CASE STUDY: EXPERIMENTS RUN
7) Creating New Taxonomy

150. CASE STUDY: EXPERIMENTS RUN
8) Improving Curation of Videos

151. CASE STUDY: EXPERIMENTS RUN
9) Selling Through Instructors

152. CASE STUDY: EXPERIMENTS RUN
10) Affiliate Marketing

153. CASE STUDY: EXPERIMENTS RUN
11) Cross Promotion With Other Products

154. CASE STUDY: EXPERIMENTS RUN
12) Making Product More Goal Oriented (Emails)

155. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

156. PRODUCT PLAN
Impact versus Technical Ease

157. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

158. A GREAT GROWTH HACKER
• Is Data Driven!
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• Understands Technology!
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• Customer Centric!
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• T-Shape to V-Shape!
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• Creative!
!
#growthhackingLATAM

159. GROWTH HACKING
#growthhackingLATAM
1. What is Growth hacking?!
2. Journey of a Startup!
3. Identifying Product Market Fit!
4. Building Customer Personas (Workshop)!
5. Lean Canvas!
6. Business Goals!
7. Lean Analytics (AARRR)!
8. Tracking Tools !
9. Growth Hacking Cycle!
10. Case Study!
11. Product Plan!
12. What makes a good growth hacker?!
13. Setting a growth culture!

160. SETTING A GROWTH CULTURE
• Testing Thursdays!
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• Analyze Wednesdays!
!
• Empower Individuals Within Company!
!
• Invite Customers
#growthhackingLATAM

161. THANK YOU
!
• Twitter:
!
• Email:
!
• Course:
#growthhackingLATAM