The document presents the 2017 update to the mobile growth stack framework, addressing its evolution and key changes since the previous year. It covers aspects such as app store optimization, growth auditing, and different marketing strategies including influencer and lifecycle marketing. The document also invites feedback for further improvements to the framework.

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The 2017 Mobile Growth Stack
An update to the Mobile Growth Stack framework to reflect changes in the past year.

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THE 2017 MOBILE GROWTH STACK
Agenda:
● What is the ‘Mobile Growth Stack’ ?
● Quick history: evolution of the stack
● 2017 Mobile Growth Stack
● Overview of 2017 updates to the stack
● Help us improve the stack?
ANDY CARVELL
@andy_carvell
PARTNER

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PHITURE IS PRONOUNCED ‘FEATURE’ :)
Joidy
Seed stage
Pre-launch ASO
HERE WeGo
10M+ downloads
Growth Audit
Goodgame Studios
Top 40 Grossing
ASO Workshop
Clue
Top 5 Health apps
Growth Audit
Opera
100M+ downloads
Growth Audit
Onefootball
5M+ downloads
Growth processes
SoundCloud
100M+ downloads
Retention + UA
● Growth Audits for startups & investors
● Setting up + coaching growth teams
● Competitive/Market research
● App Store Optimization (ASO)
● Lifecycle marketing and activity notifications
● Vendor selection Mobile Marketing Automation tools
● And more...
Moritz Daan
Andy Carvell

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The original version of the Mobile Growth Stack was refreshingly simple:

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First published version (Dec 2014):

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How Gram Games use
the stack...

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It also provided inspiration for a
Greylock Partners portfolio
event...

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As seen on the wall of the growth
team’s room at Healthtap this week...

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The second edition
was adapted (with our
permission) by Google
for their Playtime
2016 events
With attribution :-D

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THE 2017 MOBILE GROWTH STACK
LUCK

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PRODUCT IS AT THE CORE OF ENGAGEMENT &
RETENTION

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LEVERAGING INFLUENCERS

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LEVERAGING INFLUENCERS
Influencer Platforms...Influencer Marketing

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CONVERSION OPTIMIZATION = CORE ACTIVITY

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VIRALITY & CONTENT INDEXING CAN DRIVE
RE-ENGAGEMENT AS WELL AS ACQUISITION

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NEW & UPDATED CHANNELS

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MESSENGER PLATFORMS + APP STREAMING =
DISTRUPTION?
Source = shttp://www.kpcb.com/internetSource trends

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CHATBOTS.. JUST ANOTHER CHANNEL OR MORE
DISRUPTIVE?
Source =https://www.visionmobile.com/blog/2016/05/beyond-chatbot-messaging-quadrant

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TECH LAYER: ENABLERS

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ENABLING TECH: AN ALTERNATE VERSION

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BUT MPARTICLE ALREADY DID THAT BETTER :)

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AUDITING GROWTH EFFORTS USING THE STACK

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THANKS!
Help us improve the mobile growth stack?
Questions, suggestions, comments, challenges?
www.mobilegrowthstack.com
@growth_stack
@andy_carvell
andy.carvell@phiture.com