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An Intro to Growth Hacking

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Presentation from Swedish Growth Hackers Meetup 23/4.
+ Let’s talk growth
+ Growth engines
+ Growth hacking
+ Growth sweet spots

Published in: Marketing
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An Intro to Growth Hacking

  1. 1. growth hacking Elia Mörling Swedish Growth Hackers Meetup 23/4 @TRIBALING ELIA@TRIBALING.COM LINKEDIN.COM/IN/EMORLING
  2. 2. Help crowdfund the growth Hacker deck HTTP://GROWTHHACKERDECK.COM/
  3. 3. The world’s first wearable private cloud REVAULT.IO
  4. 4. overview • Let’s talk growth • Growth engines • Growth hacking • Growth sweet spots
  5. 5. LET’S TALK GROWTH
  6. 6. build it & they will come source: http://www.terminally-incoherent.com/blog/2013/11/04/what-
  7. 7. Gabriel Weinberg
 Justin Mares almost every failed startup has a product. what failed startups don’t have are enough customers
  8. 8. QUICK FIX
  9. 9. SYSTEM
  10. 10. SYSTEM ★ Improvable ★ Repeatable ★ Teachable ★ Sustainable
  11. 11. MICAH BALDWIN, mentor at techstars and 500 startups in the absence of big budgets, startups learned how to hack the system
  12. 12. growth curve
  13. 13. startup growth curve
  14. 14. what do you need to do growth hacking?
  15. 15. Tidala great product
  16. 16. Tidal not because you say, but because your users doa great product
  17. 17. in ebb, not flow
  18. 18. the 4 hour chef 300,000 downloads in the first week 85,000 visits to Amazon book page
  19. 19. moving the needle Hyper
 growthGrowth Traction Product
 market fit Discovery
  20. 20. starting small Hyper
 growthGrowth Traction Product
 market fit Discovery
  21. 21. growing big Hyper
 growthGrowth Traction Product
 market fit Discovery
  22. 22. mind the trap Hyper
 growthGrowth Traction Product
 market fit Discovery X X
  23. 23. growth hacking • Growth is seldom a hockey stick • Never slap lipstick on a pig • Adjust your growth tactics to your growth stage
  24. 24. THE GROWTH ENGINE
  25. 25. a system of 
 interconnected recurring activities
  26. 26. startup framework for founders aarrr
  27. 27. CUSTOMER JOURNEY HEAR ABOUT
  28. 28. BEFRIEND CUSTOMER JOURNEY HEAR ABOUT
  29. 29. BEFRIEND CUSTOMER JOURNEY HEAR ABOUT COME BACK
  30. 30. BEFRIEND CUSTOMER JOURNEY HEAR ABOUT COME BACK SHARE
  31. 31. BEFRIEND CUSTOMER JOURNEY HEAR ABOUT COME BACK SHARE BUY
  32. 32. CUSTOMER STATE HEAR ABOUT
 aware
 interest BEFRIEND
 desire
 trust COME BACK
 satisfied SHARE
 passionate BUY
 convinced
  33. 33. AARRR ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
  34. 34. THE BIG 5 ★ How do we create awareness and interest? (Acquisition) ★ How do we build trust and desire, so that we can build relationships? (Activation) ★ How do we get them to come back? (Retention) ★ How do we get them to share about us? (Referral) ★ How can we earn more money? (Revenue)
  35. 35. acquisitionthe growth hacking card deck
  36. 36. retentionthe growth hacking card deck
  37. 37. referralthe growth hacking card deck
  38. 38. ACQUISITION
 # visitors ACTIVATION
 # list members RETENTION
 # returning REFERRAL
 # referred REVENUE
 # $$$ KPI
  39. 39. LANDING PAGE PRODUCT VIRAL LOOP CONVERSION THE PARTS SEGMENTATION
 CHANNELS
 MESSAGING FU N N EL
  40. 40. Growth engine perks ★ Interconnected recurring activities that help us grow ★ Constant improvements through hack, measure, learn ★ Escalates our learning ★ Efficient time and money spending ★ Bridging strategy and tactics
  41. 41. THE GROWTH HACKING ROUTINE
  42. 42. what do devs do when faced with a large task?
  43. 43. break it down
  44. 44. sprints 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w
  45. 45. HACK MEASURELEARN
  46. 46. HACK MEASURE experiment KPI hypothesis baseline analysis LEARN pivot/preserve
  47. 47. agile growth development 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w
  48. 48. What happens on each orange line? 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w
  49. 49. recurring growth hacking meeting
  50. 50. ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE 1. MONITOR +25 referrals -100 returning users +10 customers +50 signups +1000 visitors
  51. 51. 2.analyze +1000 visitors
  52. 52. 3. preserve? +1000 visitors
  53. 53. ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE 4. SELECT FOCUS +1 ambassadörer -10 återkommande +3 kunder +5 signups +100 besökare
  54. 54. 5. design hacks
  55. 55. meeting agenda 1.Monitor KPI 2.Analyze 3.Preserve? 4.Select focus 5.Design hacks
  56. 56. growth hacking perks ★ We can constantly improve our growth engine ★ We can experiment, and still minimize risk ★ Focus on what matters the most, so that we spend our time and money wisely ★ A routine that can be practiced and taught
  57. 57. summary ★ A growth engine is a series of interconnected recurring measured activities that help us grow sustainably ★ Growth hacking uses hack-measure-learn to continuously improve our growth engine with minimal time, effort and risk
  58. 58. SWEET SPOTS
  59. 59. CAC < LTV ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
  60. 60. BRAND COMMUNITY ACQUISITION ACTIVATION RETENTION REFERRAL REVENUE
  61. 61. VIRAL LOOP 1 2 ACTIVATION RETENTION REVENUE REFERRAL ACQUISITION
  62. 62. www.growthhacker.tv Communities www.growthhackers.com Facebook group
  63. 63. podcasts the growth hacking podcast the call to action podcast growth onion I love marketing
  64. 64. books Contagious Growth engines Traction Lean customer development
  65. 65. HTTP://GROWTHHACKERDECK.COM/
  66. 66. let’s be friends @TRIBALING ELIA@TRIBALING.COM

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