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How i smashed our indiegogo in 2 days
Elia Mörling for Growth Hack Talks24/9 2015
@TRIBALING ELIA@TRIBALING.COM
LINKEDIN.COM/IN/EMORLING
ALEXANDRIA STOCKHOLM BJÄRKA-SÄBY3
LIVES
elia mörling
World’s first smartwatch with wireless data storage
From scratch
HypergrowthGrowth
Traction
Productmarket fit
Problemsolution fit
I worry about my privacy in the cloud
84%
I like the idea of having a private cloud that only I can access
97%
I like the idea of having a private cloud that I can wear on the go
97%
i want to wear it on my wrist
85%
conditions★ 16 bootstrappers from Sweden, mainly engineers
★Growth Hacking with 1 week sprints
★Minimal budget for a video production and PR-agency
★ At the time - a non existent smartwatch market
Tribal marketing
tribal commonalities
SYMBOLS
LANGUAGE
INFLUENCERS STORIES
PLACES
EXPERIENCES
VALUES &BELIEFS
Mindset: building a growth engine
AARRRACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
How can we attract more
people?
BIG 5
How do we get more people to do something?
How do we get more people to
come back?
How do we get more to share about
us?
How do we sell more?
ACQUISITIONACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
EXPERIMENT: TRIBES
Early tech adopters
Wearable tech
Fashion tech
Graphic designers
Travelers
Data privacy
Kickstarters
EXPERIMENT: MESSAGES
Data security Kickstarters
EXPERIMENT: TRIBES
Early tech adopters
Wearable tech
Fashion tech
Graphic designers
Travelers
Data privacy
Kickstarters
EXPERIMENT: CHANNELS
EXPERIMENT: CHANNELS
X X
EXPERIMENT: 3D CHALLENGE
56 designs, 1967 votes
ACTIVATIONACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
ACTIVATION
Sign up form Surveys
ACTIVATIONSurvey examples ★Need★Features★Name★Logo★Product design★Crowdfunding video★Crowdfunding page
RETENTIONACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
RETENTIONNewsletter Social CRM
REFERRALACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
REFERRAL1K Gleam contestants 1.6M reach on Thunderclap
100 T-shirts
REVENUEACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
REVENUE
EXPERIMENT: SEGMENTED EMAILS
EXPERIMENT: OLD BACKERSKUFF LIMA MBLOK
1000 old backers were contacted10 backers~$2500 revenue
EXPERIMENT: COMMUNITY DEALS
12,5% conversion rate
>$5000
Results★ $60K in 2 days★ $100K and 159% funded★ 400 backers from 45 countries★ 25% backers from our own community★ 3K e-mails
learnings
crowdfundingtribe
learnings★ Tribefunding: connecting with existing tribes, and building your own★ Referral campaigns are super effective★ Make sure to hit your funding target early, because success breeds success★ Media coverage for crowdfunding is a challenge★ Test everything!
current situation
★ Production of ReVault★ Seeking investments to ramp up★ Building strategical partnerships
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