35. yt@appsocial.ly http://appsocial.ly
Source: Answer by Andy Johns on Quora: What is growth hacking?,” http://qr.ae/1CyWs
Andy Johns, Growth at WealthFront. Growth Strategist in Residence at Greylock Partners. Worked for Growth Team at
Twitter, Facebook, Quora
グロース・ハックとは、起業家は賢いアイディア
や伝統的な方法以外のアプローチを採ることがで
きるという考え方で、特にグロース(成長)のため
に何らかのハックを施すことによって、製品の成
長率を高めたり、製品への適合を促進するために
行う
グロースハックをやめよう
37. yt@appsocial.ly http://appsocial.ly
Source: Steve Blank
Steve Blank, Author of “The 4 Steps to the Epiphany,” Serial Entrepreneur.
グロースハッカーの考え方は良いと思うよ。
少人数チームで顧客開発やリーン・スタートアッ
プをする際には、エンジニアも顧客や市場につ
いて考えなければならないから
グロースハックをやめよう
38. yt@appsocial.ly http://appsocial.ly
Source: “Interview with Gustaf Alströmer,” growthhacker.jp:
Gustaf Alströmer, Product Manager, Growth at Airbnb. Previously worked as Head of Growth at Voxer.
グロース・ハックは、戦術ではなくて戦略の
ことであり、僕は、僕自身のことを(グロース
ハッカーとは呼ばずに)グロースを駆動できる
プロダクトを作る人物ことだと考えている。
グロースハックをやめよう
39. yt@appsocial.ly http://appsocial.ly
Source: James Currier, talk at Growth Hackers Conference.
James Currier, Co-Founder, Ooga Labs
グロースとは、単発の小道具や仕掛けではな
い。そこに、万能の解決策は存在しない。グロー
スとは、アプローチであり、哲学である。
グロースハックをやめよう
40. yt@appsocial.ly http://appsocial.ly
Source: “Interview with Matt Van Horn,” http://growthhacker.jp/post/43715422049/vs
Matt Van Horn, Worked as VP of Business at Path. Co-Founder at Zimride (Lyft). Also worked as Business Development at
Digg, Inc.
PRはブランディングや採用に効果があるけれ
ど、ユーザ獲得への効果は小さい場合が多い。
一方で 真のグロース はプロダクトでの最高の
ユーザ体験の結果であって、これによりアプリ
が自ずとグロースしてくれるようになる
グロースハックをやめよう
63. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
強みの上に構築した方が、弱みを改善するよ
りもずっと簡単だ。
It s easier to build on a strength than to improve a weakness.
Source: Elliot Shmukler
Elliot Shmukler, VP of Product and Growth at Wealthfront, Founder of Growth Team at LinkedIn
64. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
アクティブなユーザにより多くやってもらう方
が、アクティブじゃないユーザに何かをやり始
めさせるのよりもずっと簡単だ。
It s easier to get an active user to do a lot more than to get an inactive user to do anything.
Source: Elliot Shmukler
Elliot Shmukler, VP of Product and Growth at Wealthfront, Founder of Growth Team at LinkedIn
65. founders@appsocial.ly angel.co/appsociallyWHAT GROWTH IS ABOUT
10%ルール:どんなフローのコンバージョン率
も10%の改善は可能。
10% rule: it it equivalently easy to improve any flow s conversion rate by 10%.
Source: Elliot Shmukler
Elliot Shmukler, VP of Product and Growth at Wealthfront, Founder of Growth Team at LinkedIn
118. MVP Canvas
MVP Canvas Version 1.1. Designed and Created by AppSocially in collaboration with RECRUIT Media Technology Labs in 2014.
Date: {MM/DD/YYYY}
https://appsocial.ly hello@appsocial.ly
Hypothesis / Assumption:
{Describe ...}
Engine of Growth:
{Viral, Sticky, Paid}
What to Learn / Goal:
{Describe ...}
IMG
Type of MVP:
{Interview Questions,
Handwritten Wireframes,
Photoshop Wireframes,
Working Demo, etc}
What to Build / How to Validate the Hypothesis with MVP:
{Describe ...}
Criteria of Validation:
{Simple Metric}
Cost of Developing
MVP:
How much does it cost
to learn / validate? {2
Hours, 2 Days, 2 Weeks,
2 Months}, {$ YYY}
Time of Validating
Hypothesis w/ MVP:
How quickly can you
validate / learn? {2
Hours, 2 Days, 2 Weeks,
2 Months}, {$ YYY}
Estimate of Future
Risk/Chance:
How much does this
learning contribute to
growth? {Save $XXX,
Earn $YYY}
Result / What Actually Learned: {Describe ...}
128. hello@appsocial.ly angel.co/appsocially
LEAN Canvas Date: {MM/DD/YYYY}
LEAN Canvas used by Janice Fraser at LUXR
CUSTOMER:
{Describe based on
validation or Assume}
SOLUTION:
{Describe based on
validation or Assume}
ENGINE OF GROWTH:
{VIRAL, STICKY, PAID}
{Describe based on
validation or Assume}
VALUE STREAM
{Describe based on
validation or Assume}
MARKET
STAKEHOLDERS:
{Describe based on
validation or Assume}
DISTRIBUTION:
{Describe based on
validation or Assume}
PROBLEM:
{Describe based on
validation or Assume}
VALUE PROP:
{Describe based on
validation or Assume}
REVENUE:
{Describe based on validation or Assume}
COST:
{Describe based on validation or Assume}
131. hello@appsocial.ly angel.co/appsocially
LEAN Canvas Date: {MM/DD/YYYY}
LEAN Canvas used by Janice Fraser at LUXR
CUSTOMER:
{Describe based on
validation or Assume}
SOLUTION:
{Describe based on
validation or Assume}
ENGINE OF GROWTH:
{VIRAL, STICKY, PAID}
{Describe based on
validation or Assume}
VALUE STREAM
{Describe based on
validation or Assume}
MARKET
STAKEHOLDERS:
{Describe based on
validation or Assume}
DISTRIBUTION:
{Describe based on
validation or Assume}
PROBLEM:
{Describe based on
validation or Assume}
VALUE PROP:
{Describe based on
validation or Assume}
REVENUE:
{Describe based on validation or Assume}
COST:
{Describe based on validation or Assume}
135. hello@appsocial.ly angel.co/appsocially
MVP Canvas
MVP Canvas Version 1.1. Designed and Created by AppSocially in collaboration with RECRUIT Media Technology Labs in 2014.
Date: {MM/DD/YYYY}
Hypothesis / Assumption:
{Describe ...}
Engine of Growth:
{Viral, Sticky, Paid}
What to Learn / Goal:
{Describe ...}
IMG
Type of MVP:
{Interview Questions,
Handwritten Wireframes,
Photoshop Wireframes,
Working Demo, etc}
What to Build / How to Validate the Hypothesis with MVP:
{Describe ...}
Criteria of Validation:
{Simple Metric}
Cost of Developing
MVP:
How much does it cost
to learn / validate? {2
Hours, 2 Days, 2 Weeks,
2 Months}, {$ YYY}
Time of Validating
Hypothesis w/ MVP:
How quickly can you
validate / learn? {2
Hours, 2 Days, 2 Weeks,
2 Months}, {$ YYY}
Estimate of Future
Risk/Chance:
How much does this
learning contribute to
growth? {Save $XXX,
Earn $YYY}
Result / What Actually Learned: {Describe ...}
150. founders@appsocial.ly angel.co/appsociallyRRRAA FOR PRODUCT/GROWTH TEAMS
AARRR
Acquisition
Activation
Retention
Referral
Revenue
Retention
Referral
Activation
Acquisition
P/S Fit
P/M Fit
Transition to
Growth
Growth /
Scale
Customer
Descovery
Customer
Validation
Customer
Creation
Company
Building
RRRAA STARTUP
PYRAMID
GROWTH
STAGES
CUSTOMER
DEVELOPMENT
LEAN
STARTUP
R
Revenue
R
R
R
Value
Growth
Growth Hack
= Observational Science