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Before product/market fit startups hack to validate. After product/market fit startups hack to grow. Real growth hacking is NOT the new marketing. It is the intersection between product, marketing and data. When you place Product/Tech into this "equation" your startup will have a myriad of way to ignite and drive growth. In the age of social, the right growth strategy with the right product-market fit will lead to massive scale through viral loops. (Aaron Ginn).
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@andreehuk
same fashion ≠
different results
@andreehuk
“whenever i followed another person’s advise i lost money” {jim rogers}
@andreehuk
what is growth hacking?
@andreehuk
the new marketing
@andreehuk
the intersection between product, marketing and data
!
“in the age of social, the right growth strategy with the right product-market fit will lead to
massive scale through viral loops” {aaron ginn}
@andreehuk
example airbnb
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# of guests
example airbnb
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example twitter
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“We dug in and tried to learn what the “aha” moment was for a new user and then rebuilt our entire new user
experience to engineer that more quickly” {josh elman, joined twitter in oct 2009}
example twitter
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example twitter
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example reddit
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what is growth for you? bpmf or apmf?
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“product-market fit is the only thing that matters”
{marc andreessen}
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before product/market fit hack to validate
!
after product/market fit hack to grow
@andreehuk
“growth hackers make products that are easily understood beyond a niche tech crowd”
{bronson taylor}
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simplify, simplify, simplify
@andreehuk
simplify, simplify, simplify
@andreehuk
simplify, simplify, simplify
@andreehuk
old new
simplify, simplify, simplify
This is focused and simple
@andreehuk
tracking on mobile
@andreehuk
ios cuts the cord between acquisition and install
!
android doesn’t, yeah
tracking on mobile
@andreehuk
tracking on mobile
cookie {ios}
unique identifier
device fingerprint
{web > app}
referrer url
{android}
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tracking on mobile
other app has sdk of ad network
!ad network is
integrated with 3rd party tracking
tool
your app w/ 3rd tracking tracking sdk
ad
app download
3rd party tools
@andreehuk
tracking on mobile mobileapptracking.com
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tracking on mobile adjust.io
@andreehuk
growth hacking bpmf
@andreehuk
single-player utility !
hack 1
single-player utility
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single-player utility
@andreehuk
single-player utility
@andreehuk
• get value out on your own • solves chicken-egg problem • its scalable • after they became hooked integrate smart viral loops
learnings single-player utility
@andreehuk
how to tackle content v0.1 !
hack 2
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www.posing.es
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1234567
8
9
how to tackle content v0.1
when they started
@andreehuk
new
1
2
how to tackle content v0.1
This is restrictive
This is focused and simple
@andreehuk
• keep the core features as accessible as possible • avoid/mind restrictive features
learnings tackle content v0.1
@andreehuk
how to ‘fake’ or ignite activity? !
hack 3
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spur activity
Aw’sm party? Well…
@andreehuk
A
Sorry mate, no buddies
how to ignite activity?
Empty party
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b + c do not know each other
user a
user b non-user c
invites invites
how to ignite activity?
@andreehuk
user c
user b
become friendssigns up
non-user c
how to ignite activity?
@andreehuk
alive and kickin’
@andreehuk
A
Sorry mate, no buddies
how to ignite activity?
alive and kickin’
@andreehuk
• non-trustful connections can get your product to the next milestone • make it appear like the party is in full swing
learnings ignite activity
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tackle content v0.2 !
hack 4
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existing users
tackle content v0.2
already have a bunch of ‘friends’
new users?w/ time+cash: onboarding flow like twitter
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tackle content v0.2
signs up
list @user @user @user @user @user @user
user
@andreehuk
growth hacking apmf yeaaah, luv’ that
@andreehuk
aw’sm invitations !
hack 5
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aw’sm invitations
user d
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aw’sm invitations
Andree
Password
possible only w/ android
@andreehuk
• “pre-fill” the sign up experience • create an end-to-end invite loop
learnings aw’sm invitations
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walkthrough testing !
hack 6
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walkthrough testing
text version 2
Sign up now
adword version 1 text version 1
Sign up now
adword version 2
normal on the web
@andreehuk
walkthrough testing
not done on mobile, why?
@andreehuk
walkthrough testing
Welcome!
Going out tonight?Dinner with friends?
Whatever the activity, this is your new event!
< Swipe
P O S I N GCreate an event and add photos…
Invite friends on POSINGLIFE, via WhatsApp or Email…
Create the event. Then add photos or invite friends or simply share it
with others.
version a
version b
soft-coded
tracked w/ android
responsive website
@andreehuk
• mobile can be as flexible as the web • make the onboarding experience consistent • test holistically on web & mobile
learnings walkthrough testing
@andreehuk
give to get !
hack 7
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tracking on mobile
user a
sms email
non-users
else…
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tracking on mobile
iphone android
are set up as publisher on MAT, w/ separate id’s
@andreehuk
tracking on mobile
http://hastrk1.com/serve?action=click&publisher_id=5433 &site_id_ios=4759&site_id_android=4760&site_id_web=5112
&inviter={phone}&invitee={email,phone#}
publisher_id=5433 !
site_id_ios=4759 site_id_android=4760
site_id_web=5112 !
inviter={phone} invitee={email,phone#}
app of inviter, e.g. iphone app !what app to download depending on invitee device !inviter and invitee details for callback to our server
@andreehuk
growth hacking for mobile yeaaah, luv’ that
points to consider
@andreehuk
points to consider
• can track every sort of event, e.g. btn’s, $ • KISS • the most important metric first • the fewer the better • start with android, then move to ios • data sent cannot be removed • reduce chaos • keep testing & prod versions separate • trigger tracking where the data itself changed • trigger tracking after event happened
www.startupdodgeball.net worldwide
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appendix
@andreehuk
NPS of around 30-40 !
ask how likely are you to recommend my aw’sm product to a friend?
@andreehuk
NPS of about 35-45
@andreehuk
NPS of about 35-45
