These slides are a summary from the Growth Hackers Conference 2013 held in San Francisco in May 2013. They contain tips and tricks for building growth hacking teams from all the speakers in the conference, including growth hackers from Twitter, LinkedIn, Facebook, eBay, YouTube.

1. Growth Hacking
Anil Narasipuram
Growth Hacker, Silicon Valley
Blurring the lines between
marketing, product and
engineering

2. User Thought Cycle

3. User Life Cycle

4. Look familiar?

5. “Sustainable value only
comes from real user
engagement”

6. Key Growth Questions
• Purpose – What need do you solve?
• Inception – How can you make users aware?
• Adoption – How can you teach users to use it?
• Habits - How can we keep them using it?

7. The only metric that really
matters
• How many people are really using your product?
o At the frequency level you expect them (daily, weekly, hourly)
o Where you have confidence that most of them will come back over time
o Where you believe they are comfortable to pay as customers or with
(enough) attention to advertisers

8. 1. Set Growth Goal
2. Understand Drivers
3. Optimize

9. Growth Goal must be
measurable
Not only measurable but measurable quickly

10. Make it a single number

11. Facebook : “10 Friends
in 13 days”

12. To understand growth
drivers work backwards
from your goal

13. Understand the steps
/channels users use to get
to the goal
• Through what pages do users complete tasks?
How do users get to pages / flows?
Are there differences in segments /channels?
• Sign ups – how are users getting to our site? What
pages do they have to go through

14. “Complexity is biggest
barrier to adoption,
not price”

15. Optimize each step /
channel
• Reduce Friction – Make it simpler to do
• Increase Incentive – Give me a better reason to do
it
• Increase Exposure – Ask me to do it more
prominently, more often and in more places

16. Build the right User State
Model

17. Ideal User
• Define ‘Ideal User’
o retains month-over-month
o generates high value actions
o generates revenue
• Find YOUR definition -
logins/month, actions/day, revenue/month
• User state model - optimize for ideal user

18. Align yourself around the
user

19. “Choosing the right
metric matters.
A lot.”

20. “Transition away from
short-term, local
changes to long-
term, sustainable
changes”

21. Company growth culture
• Everyone should be on the growth team
• Culture change starts with great questions
• Growth is about:
o Retention
o Failure
o Patience