Post on 22-Nov-2014
description
Growth hackingElia Mörling for Hyper Island 23/10
the growth hacking deck
#HYPERGROWTH workshop with hyper island students
#HYPERGROWTH workshop with hyper island students
#HYPERGROWTH workshop with hyper island students
1. why growth
build it & they will come
source: http://www.terminally-incoherent.com/blog/2013/11/04/what-happens-to-nuclear-power-plants-during-a-zombie-apocalypse/
HOW COULD THEY BEAT US TO IT IN 6 MONTHS?
source: http://dealbreaker.com/2012/01/bonus-watch-12-goldman-sachs-morgan-stanley/
in the absence of big budgets, startups learned how to hack the system to build their companies. MICAH BALDWIN, founder of graphicly and mentor at techstars and 500 startups
runway
burn rate
validated learning
source: http://www.allbusinessideas.net/what-is-risk-management/
”when in doubt, run experiments - in a specific market - to harvest data”erik starckfounder of startup studio , hackernytt, the frank family
THE GROWTH MYTH
Press Wearing off of novelty
Trough of sorrow
Profitable &!sustainable
Wiggles of!false hope
THE TRUTH
source: http://www.avc.com/a_vc/2012/03/the-startup-curve.html
Promised!land
keys to success?
profitable !repeatable!
scalable!doable
almost every failed startup has a product. what failed startups don’t have are enough customers Gabriel WEINBERG justin mares
2. segmentation
”Segment or die”Mikael Uusitalo Founder of centipede solutions
TRIBAL SEGMENTATION
Data: eCairn
TRIBAL PERKS
SOCCER TRIBE
SYMBOLS
LANGUAGE
INFLUENCERS STORIES
PLACES
EXPERIENCES
VALUES!BELIEFS
”start small and monopolize” PETER THIEL
tesla motors
volumental
3. A framework for growth
CUSTOMER JOURNEYHEAR ABOUT
SIGN UP
COME BACK
SHARE
BUY
CUSTOMER STATEHEAR ABOUT
aware
SIGN UPtrust
COME BACKsatisfied
SHAREpassionate
BUYconvinced
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
AARRR
ACTIVATION
RETENTION
REFERRAL
REVENUE
ACQUISITION X
X X
TRADITIONAL
ACQUISITION# visitors
ACTIVATION# signups
RETENTION# returning
REFERRAL# referred
REVENUE# $$$
KPI
4. VIRAL LOOP
2. MVP3. CONVERSION
1. SEGMENT
3. FUNNEL
3. CHANNELS
4. the growth hacking routine
”understand your business model, many streams make a river, and stay in constant beta”Thomas Björk Program Manager, Digital Data Strategist at Hyper Island
ACQUISITION100 visitors (+10)
ACTIVATION10 signups (-5)
RETENTION200 returning (+20)
REFERRAL5 referred (-5)
REVENUE$1000 (+100)
1. HOW DID WE PERFORM?
ACQUISITION100 visitors (+10)
ACTIVATION10 signups (-5)
RETENTION200 returning (+20)
REFERRAL5 referred (-5)
REVENUE$1000 (+100)
2. WHYfacebook ads
prod e-mails
ACQUISITION100 visitors (+10)
ACTIVATION10 signups (-5)
RETENTION200 returning (+20)
REFERRAL5 referred (-5)
REVENUE$1000 (+100)
3. EXPERIMENTS TO KEEP
ACQUISITION100 visitors (+10)
ACTIVATION10 signups (-5)
RETENTION200 returning (+20)
REFERRAL5 referred (-5)
REVENUE$1000 (+100)
4. SELECT FOCUS
ACQUISITION100 visitors (+10)
ACTIVATION10 signups (-5)
RETENTION200 returning (+20)
REFERRAL5 referred (-5)
REVENUE$1000 (+100)
4. EXPERIMENTS TO RUNleaderboard
5. stages of growth
”You don’t need a growth hacker if the product is crap. if it’s great users will want to recommend it.” Nicolas Fogelholm Co-Founder Tulos Helsinki Oy
DISCOVERY
Discovery
PRODUCT MARKET FIT
TRACTION
GROWTH
HYPER GROWTH
LEARNING
HypergrowthGrowth
Traction
Productmarket fit
Discovery
LEARN
LEARN
LEARN
doubledown
fullthrottle
CLARITY
CLARITY
MINIMUM VIABLE BUSINESS
LTV>CPA
MOVING THE NEEDLE
HypergrowthGrowth
Traction
Productmarket fit
Discovery
WHEN TO THROTTLE
HypergrowthGrowth
Traction
Productmarket fit
Discovery
X
STARTING SMALL
HypergrowthGrowth
Traction
Productmarket fit
Discovery
GROWTH MACHINE
HypergrowthGrowth
Traction
Productmarket fit
Discovery
THE SHORT-CUT TRAP
HypergrowthGrowth
Traction
Productmarket fit
Discovery
X X
”forget long term relations, you will mostly experience failures, but it’s worth it when you succeed in the end”JESPER åström superdrive, For Sure, APPLR, Hyper Island
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