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Country Manager Satit Chivangkur
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Flipping The Success Rates of Asian Startups From
1/10 – 9/10
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Growth Labs
GH Academy
The Growth Hub
GH Events
Growth Hacking Services
Growth Hack Trainings
On demand advice from leading growth hackers over the phone
Monthly events for inspiration by sharing experience and knowledge.
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PRE-LAUNCH USERACQUISITION
Workshop
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“If I built it, they will come”
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We’re Here!
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Why Pre-Launch User Acquisition?
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Growth Concept
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Growth Graph
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The Fastest Growing B2B SaaS Business (Maybe) Ever
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Growth in Stats
Tiny SpeckGame 4 Years
Slack2012 2013 2014
December June February Start Launched Beta Launched App
15,000 Users Daily
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Growth in Stats
Slack
2014February
Launched App
15,000 Users Daily
2014August
171,000 Users Daily
2014November
285,000 Users Daily
2015February
500,000 Users Daily
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Research
Product Market Fit
70-80% Said they used Nothing 30% Said they used HipChat/Campfire/IRC
Available Chat ApplicationsEmail Line Whatsapp SMS Hangouts Campfire IRC HipChat
Solved Consumer ProblemsMarket Education Product Training
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Define Market Space & Identify User Pain
How They Did It
Early Adopters Solves Problems Buyer Personas
Nailed Product ExperienceQuick & Quality Feedback
Used Freemium Model to Fuel WOMWord of Mouth Viral Mechanism
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Slack Growth Graph
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Get To Know Your Customers
Why New User Acquisition?
Who they areWhere can you reach them
What message can you convert them withAre you solving a real problem for them?
Build Database of Early AdoptersFast FeedbackWork Out Bugs
Get Insightful Testimonials
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Step I
Step IITask Time!
Let’s Get Your Business Rollin’!
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Pre Launch Sign Up PageStep 1
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5 Elements
Unique Selling Proposition
The Hero Shot
Benefits
Social Proof
Call To Action
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Sample Signup Page I
Simple Design
Strong message
Clear, contrasting CTA
Only ask for email address
Integrated video but not interrupting
Incentive for sign up
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Signup Referral Mechanics
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Sample Signup Page II
Simple Design
Appealing image
Clear message
Clear, contrasting CTA
Only ask for email address
Incentive for sign up
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Referral Mechanics
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Referral Mechanics
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Task
Time!
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I’m Attending Weddingful on the 27th!
Details? So small I can’t see
What?
??
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What do you do?
Who is this for?
Recommend moving to after sign up page
Add privacy policy
Page looks nice! Unique
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Would you like help with your landing pages?
Don’t have to repeat it.
Yes, Please help me with my landing pages!
Loving the landing page!
Good headline. Identifies why I’m here in the first place.
Love the easy to read benefits
Social Proof
Nice contrasted form
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How about making it super clear?
Fresh!
Massive CTA
Nice big discounts
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Too much of something isn’t good. Could just make list.
Bold to emphasize Clear,
Clean Page
Social proof
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Benefits: How does this benefit the visitor. Make more about connecting. Non-profits in particular rely on emotional and human connections.
Make page shorter, test 2 columns.
Title is informative. straight to point. Leads to action
Free and state how much value you are getting.
Know what you are getting.
Would test moving to under CTA
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Cool icons Minimalist design / spacious
One Action
Send?.. Are u serious!? How about “Be First”, “Gimme Gimme”
Would love more contrast. Light blue is over powered by the icons
CTA Hard to read
Maybe use social Logos?
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Clear simple headline
Actionable tied CTA
Benefits? Functions?
Excuse to dodge
Cute noticeable Icons
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How Our Minds Work
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Tunnel Vision Effect Hijack Visitors Eyes Directional Cues
Encapsulation
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I Dare You to Click on Anything But The Moon
Contrast and Color
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Arrows Pathways Line of Sight
Direction Ques
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Lead Your User Use Frequent Objects
Pathways
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Natural Instincts Curiosity
Suggestive Power of the Eye
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Connection
Images of Attractive People
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Blank Space Focus
White Space
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Recommended Tool
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Drive TrafficStep 2
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New User Acquisition
Contest
QA Forum Marketing
PR & Influencer Outreach
Offline Community building
Pre Launch Platforms
Content MarketingSocial Networks
Paid Advertising
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Contest
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Case Study
”Wet Shave Club, a boutique box that delivers a range of wet shave goodies directly to your door every month.”
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Case Study
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Case Study
Duration: 30 Days
Contest Distribution: Twitter, Blogs, Reddit, Facebook,
Instagram, Friends
RESULTS
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Case Study - Takeaways
Have a compelling and product related prize
Integrate viral referral mechanics
Post contest engagement drives sales
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Recommended Tool
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Paid Advertising
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Why Paid Advertising?
Generate signups
Test Pitch or Tagline
Test New Feature Ideas
Test Value Propositions
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Case Study – Mint.comCase Study
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Case Study – Mint.com
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Paid Advertising1
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Paid Advertising2
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Paid Advertising3
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Paid Advertising4
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Paid Advertising5
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Paid Advertising6
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Case Study - Groupon
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Key Takeaways
Use Paid Channels to:
Test FeaturesA/B Test
Track Cost/Conversions & OptimizeUse Highly Targeted Keyowords
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Social Media
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Social Networks
(competitor followers)
STEP I : Manual Following
Ok Approach Good Approach Best Approach
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Social Networks
STEP II : Interaction
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Post Tips
Post Every Day! (Normal Tweets)
Treat Lead-Gen Tweets Differently
Minimize Hashtags
Don’t Be Boring!
Space Out Link and Image in Lead-Gen Tweets!
Find Out What Makes your Tweets Tick and Optimize
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Social Automation
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Content
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Case Study
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Strategy
Content Marketing – Mint.com
Build content rich personal finance blog targeted at young professionals
Results20 – 30k+ Email List
Became #1 Financial Blog. More Traffic than all Financial blogs combined by time of launch.Cost Per Acquisition < $1
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How They Did ItUser Generated Guest Posts
Blogger Interviews
Email Signup after each post
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Infographics
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Guest Posts
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PRE-LAUNCH PLATFORMS
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Prelaunch Platform
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Prelaunch Platform
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Prelaunch Platform
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Q&A FORUM MARKETING
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Quora for Business
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Approx. 500 views
48.5% conversion from Quora to page views
20% conversion from page view to signup
50 conversions
30 minutes of searching and writing
Cost: $0
Results
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Quora
Ask & Answer Questions
Answer & Ask Questions
Ask People to Answer Questions
Vote on answers
Find Topics
Private message
Thank People Who Answer or Ask
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Strengthen Customer Experience
Research on Competitors
Connect with Press
Embrace Long Term Dialogue
Expand Your NetworkEstablish Expertise
Shorten the Learning Curve
Connect with Influencers
Mine for Hot Topics
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OFFLINE COMMUNITY BUILDING
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OFFLINE COMMUNITY BUILDINGMEETUP.COM
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PR & INFLUENCER MARKETING
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www.raspberrypi.org/
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“Hack your startup outreach with tools like @ahrefs @compete & @similarweb to see where competitors had success”
Competitor Research Tools
www.woorank.com
www.spyonweb.comwww.alexa.com
siteanalytics.compete.com
marketing.grader.comwww.simplymeasured.com
adwords.google.com/KeywordPlanner
www.thesearchmonitor.com
www.ispionage.com
www.quicksprout.com www.spyfu.com
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“You have to build relationships with bloggers and influencers before you
need them, not when you need them!”
Outreach and Relationship Building
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Examples
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Example
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PR & INFLUENCER MARKETING
How relevant is the audience
How much traffic are they likely to send
Have you developed and maintained a good relationship
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UTM Parameters
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UTM Parameters
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That’s Just the First Part!End of User Acquisition
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Optimize
Optimize
Optimize
Optimize Optimize
RESULT: SUSTAINABLE GROWTH
Pirate Metrics
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Don’t make Viddy’s mistake
Viddy is a social video application that enables its users to capture, edit, and share videos, photos, and collages
with friends.
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Sole Focus on User Acquisition
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No Activation, No Retention – No Growth
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Thank YouQuestions?
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BackgroundJob? Career Path? Family?
IdentifiersDemeanor? Communication preferences?
Demographicm/f? age/ income? location?
Persona Name-
ChallengesPrimary/secondary challenge
What can we do?… to help out persona achieve goals?...… to help personas overcome their challenge?...
GoalsPrimary/Secondary Goals
Common ObjectivesWhy wouldn’t they buy your product or service?
Real QuotesAbout goals, Challenges etc.
Elevator PitchSell your persona on your solution!
Marketing MessageHow should you describe your solution to your persona?
WHO WHAT
WHY HOW
1 2
43
5 6
7
8
9
10
11
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New User Acquisition
Contest
QA Forum Marketing
PR & Influencer Outreach
Offline Community building
Pre Launch Platforms
Content MarketingSocial Networks
Paid Advertising