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Adult Education
Startups
Students3-month full-time growth hacking
academy
3-month full-time growth hacking academy
Crash-courses
Adult Education
Startups
Students
Corporates
3-month full-time growth hacking academy
3-month full-time growth hacking academy
Crash-courses
Consulting and Academies
Tools
Process + People
Growth Hacking Transformation Pyramid
MindsetChange
Start here..
Kees van Nunen
Paypal
Source: ReferralCandy
100k users in the first month!
7-10% daily growth >> 100 million members
1 million march 2000 >> 5 million summer 2000
$10 $10
$10
$10
What do these have in common?
Rapid Experimentation
More than just
marketingOPN
(Other People’s Network)
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank
“Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure
"Poor distribution—not product—is the number one cause of failure. " - Peter Thiel
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial
Why is Growth Hacking Important?
1. Traditional marketing channels are increasingly expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up exponentially
4. Acquisition is trivial. Activation and Retention are crucial.
5. Available Tools + Data = It’s all about ROI and Speed >> Remove waste
Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up very rapidly
4. Acquiring is easy!! Activation and Retention are key
5. It’s all about ROI >> Remove waste
6. Growth hacking allows to reduce product and market risk for new
products
Market Product
Exploration(Searching)
Validation(Yes/No)
Who is our customer?What are their pains?What are the “jobs to be done”?Is our target audience too vague?How do we find them?
How can we solve this problem?How important is design?What is our MVP?Which features are the most important?How to prioritize?
How do we trigger them?Will they sign up?Are they willing to pay?How much will they pay?How do we convince them to buy?What is our customer acquisition cost?Can we scale marketing?
Is this solution working?Is it a motivation or usability issue?Are people using it correctly?Which solution is better?How should we optimize this part of the funnel?What do people like / dislike?Why do they do that?
Market Product
Exploration(Searching)
Validation(Yes/No)
Who is our customer?What are their biggest pains?What are the “jobs to be done”?Is our target audience too vague?How do we find them?
How can we solve this problem?How important is design?What is our MVP?Which features are the most important?How to prioritize?
How do we trigger them?Will they sign up?Are they willing to pay?How much will they pay?How do we convince them to buy?What is our customer acquisition cost?Can we scale marketing?
Is this solution working?Is it a motivation or usability issue?Are people using it correctly?Which solution is better?How should we optimize this part of the funnel?What do people like / dislike?Why do they do that?
Market Product
Exploration(Searching)
Validation(Yes/No)
Who is our customer?What are their biggest pains?What are the “jobs to be done”?Is our target audience too vague?How do we find them?
How can we solve this problem?How important is design?What is our MVP?Which features are the most important?How to prioritize?
How do we trigger them?Will they sign up?Are they willing to pay?How much will they pay?How do we convince them to buy?What is our customer acquisition cost?Can we scale marketing?
Is this solution working?Is it a motivation or usability issue?Are people using it correctly?Which solution is better?How should we optimize this part of the funnel?What do people like / dislike?Why do they do that?
Growth Process
Adaptable(Across all companies
cultures and departments)
Expandable(Can grow along with
the company)
Easy to implement
(Minimal learning curve)
OMTM
Pirate Metrics
OMTM(s)
IdeateIdea backlog
Hard + Soft data Copy others + Go crazy
Systemizeor
Productize
the GROWTH process
Experiment DocTime boxing
Design TestMinimum Viable Experiment
P.I.E.SorB.R.A.S.S.
RankPrioritization Framework
Cross-skilled teamsAgile Scrum
Execute!Get It Done!!!
Learnings
AnalyzeHard and Soft Data
Awareness
IdeateIdea backlog
RankPrioritization Framework
Design TestMinimum Viable Experiment
Execute!Get It Done!!!
AnalyzeHard and Soft Data
“ “Growth hacking is generally a small
data-driven and technical group tasked with figuring out how to scale the business.”
-Some guy on the internet
CreativeMarketing
What Is Growth Hacking?
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
Inspiration: @clarabuchanan
GROWTHHACKING
What Is Growth Hacking?
Coding +Automation
CreativeMarketing
UX improvement
Conversion Rate Optimization
CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Technical Marketing
Conversion Rate Optimization
GROWTHHACKING
CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Data +Testing
LeanMarketing
Technical Marketing
GROWTHHACKING
Hard data - Retention Charts
Are users coming back?What is the impact of our efforts on retained users?
CreativeMarketing
What Is Growth Hacking?
Coding +Automation
Data +Testing
LeanMarketing
Technical Marketing
BehaviouralPsychology
UX improvement
Inspiration: @clarabuchanan
GROWTHHACKING
CreativeMarketing
What Is Growth Hacking?
Coding +Automation
BehaviouralPsychology
Data +Testing
LeanMarketing
Technical Marketing
UX improvement
Conversion Rate Optimization
Inspiration: @clarabuchanan
GROWTHHACKING
AB Testing
vs. =
Clicks on Signup (notify
me/register)
PVs
Clicks
on
"sign
up"
Conver
sion
Rate
myT 66000 550 0.83%
V2 29190 1780 6.10%
732
%
+732%
Growth vs. Marketing vs. Product
GROWTH MARKETING PRODUCT
MINDSET Experiments Campaigns Build
OBJECTIVESAcquisition, Activation,
Retention, Revenue, Referral
Awareness, Acquisition
Core Functionalities (Usage metrics +
NPS)
TEAM COMPOMulti-disciplinary (Marketing, Dev,
Analyst, UX)Marketers Products Owners
and Developers
PROCESS Data driven experiments Campaigns Agile and Waterfall
Source: 90% Brian Balfour
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Marketing
Growth
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
You have 5 seconds to answer..
What does this website do or
offer?
Why is it better than the
competition or similar
services?
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Famous wow moments
Put at least 1 file in a folder
Follow 30+ people
7 friends in 10 days
Get someone to buy 3 times
= average 11 purchases a year.
Small tip….
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition / Activation
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
Pirate Funnel
AwarenessGetting people to visit your website
AcquisitionGetting them to sign up
ActivationUsers get a great first user experience
RetentionMaking sure users come back
ReferralGetting users to invite others
RevenueSell, upsell, cross sell
OMTM
Hard + Soft data
P.I.E.SorB.R.A.S.S.
Experiment DocTime boxing
Cross-skilled teamsAgile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemizeor
Productize IdeateIdea backlog
RankPrioritization Framework
Design TestMinimum Viable Experiment
Execute!Get It Done!!!
AnalyzeHard and Soft Data
Copy others + Go crazy
the GROWTH process
The Growth TEAM
Head of Growth
Process-DrivenAnalyticalCreative
Strong PersonalityT-shapedSoft Skills
Developer
Fast iterationsBuild fast fix later
Loves data + trackingCreative
Growth orientedExecutes fast
UX/UI
Customer empathy
Executes fastFront-end code
Ship fastLoves testing
Conversion Rate Optimization
Data Analyst
Small data setsLarge data sets
Back-end knowledgeNeedle in haystack
Data to insights