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Andy Young // @andyy // andyyoung.co
7 Growth Lessonsfrom Silicon Valley
and why they don’t call it “Growth Hacking”..
Andy Young@andyy
Andy Young // @andyy // andyyoung.co
Hi, I’m Andy!@andyy
#fb
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Andy Young // @andyy // andyyoung.co
● Typically growing our active customer/user base● Growing whatever drives value in our business● Not necessarily growing revenue $$$
● Growing whatever’s most strategically important to us right now
What do we mean by Growth?
Andy Young // @andyy // andyyoung.co
Growth Hacking..? Technical Marketing..?
Call it what you want, teams at high-growth companies
are scaling to millions of users without major use of
traditional mass advertising/marketing techniques.
Andy Young // @andyy // andyyoung.co
Viral Growth
Hotmail put“P.s. I love you. Get your free email at Hotmail.”
in the footer of every email.
Andy Young // @andyy // andyyoung.co
Companies are achieving scale in new ways:
● Modern, data-driven online marketing channels● Growth channels embedded within the product
Common Theme
Andy Young // @andyy // andyyoung.co
Companies are achieving scale in new ways:
● Modern, data-driven online marketing channels● Growth channels embedded within the product
“The best startups grow super fast not because of traditional marketing or online marketing, but because they tune the product to drive growth”
- Casey Winters, Pinterest/Greylock
Common Theme
Andy Young // @andyy // andyyoung.co
● SEO● Content Marketing● Performance Marketing (Paid search & display, retargeting)● Conversion Optimisation (CRO) & A/B Testing● User testing & UX● Viral Loops● Strategic Pricing● …
The Growth Toolbox
Andy Young // @andyy // andyyoung.co
What Growth is NOTThere are loads of great tips and hacks out there
Subscribe to 500’s “DISTROSNACK” newsletter!
But following all these cool tips will not itself bring success.
Andy Young // @andyy // andyyoung.co
Things with big impact:
● Top of funnel○ How to reach HUGE new audiences in a cost-effective way
● Middle of funnel○ Attracting and drawing people deeper into engaging with you
● Bottom of funnel○ Close to the $$$ - convert higher % and simply make more money!
Things that WILL make a difference
Andy Young // @andyy // andyyoung.co
Growth Marketing is finding growth that is:
● Measurable● Predictable● Repeatable & Scalable
Growth is a mindset, and a process.
Growth Truths
Andy Young // @andyy // andyyoung.co
- 10,000 ft view exercise -
- bit.ly/10kftview -
Andy Young // @andyy // andyyoung.co
� What product/service, for which target market?
� Why do our customers love us? Why do they choose us over the competition?
� How do we make money?
� What is our primary way to get new customers?
� Our business will become a huge, runaway success if…
� During the next 3 months we need to focus on…
� What ONE target do we want to hit?
10,000 ft viewbit.ly
/10kftvi
ew
Andy Young // @andyy // andyyoung.co
Early stage Growth stage
Goal Product/Market fitScalable, repeatable, predictable growth
Metric Engagement Growth rate
Primary Data Qualitative Quantitative
Growth Strategy Hustle
Build a growth machine
Andy Young // @andyy // andyyoung.cobit.ly/
kpi-sheet
Andy Young // @andyy // andyyoung.co
Not an operational dashboard:metrics related to growth
1. Identify top-level KPI2. Add nuance3. Add drivers
4. Add funnel for these drivers
Template Google Sheet: bit.ly/kpi-sheet
Andy Young // @andyy // andyyoung.co
Identify yourOne Metric That Matters (OMTM)to get everyone pushingin the same direction
Andy Young // @andyy // andyyoung.co
Prioritise using ICE framework:
-Impact-Chance of Success-Effort (time/resources)
Andy Young // @andyy // andyyoung.co
The world is constantly changing
(channel efficiency/effectiveness, etc)
Experimentation & learnings
Build a machine
Naturally curious
Motivated by helping the customer achieve their goals
Growth Mindset
Andy Young // @andyy // andyyoung.co
Agenda
1. Review KPIs2. What did we learn last week?
3. What experiments are we running this week?
No work is to be done during the meeting!
Weekly Growth Meeting
Andy Young // @andyy // andyyoung.co
User testing script - cheers Steve Krug!www.sensible.com/downloads/test-script.pdf
Andy Young // @andyy // andyyoung.co
Brian Balfour Andrew Chen Sarah Tavel Casey Winters
Reforge Uber Greylock Greylock
coelevate.com andrewchen.co @sarahtavelon Medium
caseyaccidental.com
Who to follow
Andy Young // @andyy // andyyoung.co
● 10,000ft view worksheet● Bryan Balfour: The Scientific Method: How to Design &
Track Viral Growth Experiments● Dave McClure's Startup Metrics for Pirates● Eric Ries’s Three Engines of Growth● My deck on Analytics for Startups● 500 Startups Accelerator Marketing Hell Week:
videos, templates & goodness● DISTROSNACK: daily growth hacks
Further references..
Andy Young // @andyy // andyyoung.co
#1 - nail down your value proposition & messaging
#2 - get Product/Market fit before you try and grow
#3 - build a model to understand your business
#4 - identify Levers and prioritise your backlog
#5 - drive growth via experimentation & learnings
#6 - it’s a mindset
#7 - maintain discipline with a weekly growth meeting
Talk to your users!