Growth Hacking, Disrupt the Business with Mobile!

@AntoninCohen

Manager France, HotelTonight > 6 years growing users and sales for startups in Europe and the US

Hello!

3 years 17 countries 9M downloads

menu

1 Foundation Product/Market Fit 2 Prepare the growth Growth Hacker Funnel 3 Get users The 3 P’s of user acquisition

Let's start by the foundation

The Startup Pyramid from Sean Ellis

Growth

Transition to Growth

Product/Market Fit

Paul Graham @Paulg

Founder of Y Combinator “Make stuff that people want.”

Product Market Fit

4 taps to find & book Search Book Enjoy

Distribute your beta app to a limited audience

as soon as possible

Prepare the growth

Optimize Your Growth Hacker Funnel

Acquisition

Activation

Retention

Revenue

Referral

Launch App Signs up Reach

Level 3 In-App

Purchase

50000

1000 320

16

2% 32% 0,5%

Acquisi(on   Ac(va(on   Reten(on   Revenue  

Improve Activation First

Growth Hacker Funnel Exemple: Mobile Game

The 3 P’s of user acquisition

1 Push Advertising, Promo Swap, Affiliation à You coerce users to come to you

2 Pull Content Marketing à You entice users to come to you

3 Product Referral program à You use your product itself to bring them to you

3 ways to get downloads Defined by Neil Patel

Push Promo Swap

Find companies to promote each other Swap newsletter, tweets, Facebook post, contest…

Pull App Store Optimization

Content Optimize the first 3 lines with strong call to action, keywords, icon, screenshots, social proof Reviews Track every day and ask your friends to contribute! Velocity Push natural downloads with paid downloads on a short period of times to get at the top of the App Store

Pull Get featured

Build a Great App “Make stuff that people want.” Follow the Guidelines Design, Name of the app, Users Acquisition…

Utilize New Platform Features iCloud, Passbook…

Make it Universal iPhone, iPad, EN/FR/ES/DE/IT

Get in touch with Apple / Google

Apple featured HotelTonight iOS7 version

Pull Press Relation

Be  persistent  

Get  involved  

Build  rela(onships  

Create  Press  Kit  

Develop  Story  Angles  

Research  

à Research

The right contact 1. Define what publications your target audience consumes 2. Focus on the journalists who write on your topic. The pattern to guess an email firstname.lastname@domain.com firstnamelastname@domain.com

Gmail plugin Rapportive 1. Start with a list of possible email addresses. 2. Paste those into a new Gmail message. 3. Rapportive will scour the web to pull up social media profiles for accounts linked to that email.

à Story angles & Press Kit Right message to right media Create Press Release dedicated to your target media: high tech, consumer, your niche market…

Inside your Press Kit Press release, icon, screenshots, promocode, links to your social media, video, press page. Old fashioned mail still works Send your press kit with cool goodies to the top journalists & influencers in your target audience.

à Build & Get Involved

Do your PR Spend some times to reach out and create relationships with top journalists. You are the expert: Share content about your company, competitors and market. Follow reporters on Twitter Engage journalists with relevant messages on Twitter. Be visible Write articles and speak at events as much as possible. Journalists are there to cover it, so it is a good opportunity to get noticed!

à Be persistent

Use Gmail plugin Yesware Find out who opens your emails. Create the news Plan a PR push related to your product every quarter. If you don’t have any big news, create informative content for your audience (i.e. survey, statistics). Be current Follow up when the journalist has the highest chance to be interested by your topic (i.e. before holidays for travel app).

Product Referral program

Give away your product Credits, storage, discount, feature, bonus, sample…

Win/Win incentive User shares his user code and get credits when it’s used Promote your referral program Engage your audience and implement social APIs

UBER Referral Program

Product API Integration

Don’t force your user to login They are already connected. Why ask again?

Get activity from social media What my friends are doing on the app? Send activity and invitations to social media What I’m doing on the app? How can I invite my friends? Don’t forget to update! APIs evolve often

Bonus Be curious

Read as more as possible Growth Hacking is a big community with and a lot of tactics you will use tomorrow don’t exist today. Connect and exchange This is why you’re here. Test and try, even if it sounds dirty at first Bad buzz is still a buzz. Optimize all the way Never stop to analyze, optimize and test!

Bonus Cool tool for launch

Bonus Facebook Events Hacks