Getting to traction - Growth Hacking for startups - my presentation from Google Campus

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You are here Getting to traction

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Getting to traction - Growth Hacking for startups - my presentation from Google Campus. This presnetation covers high level strategy and practical insights on 5 steps to get to traction: - Focus - Delight your customers - Performance marketing - Viral marketing - Hustling

Transcript of Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Page 1: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

You are here

Getting to traction

Page 2: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Objective1. Talk through where to focus!2. Give practical advice on how to

kick start growth

Page 3: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Characteristics of successful founders

1. Empathy for the end consumer!2. Belief !3. Knowing when to give up!4. Focus!

!

Page 4: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Characteristics of successful founders

1. Empathy for the end consumer!2. Belief !3. Knowing when to give up!4. Focus!

!

1. Focus!!

Page 5: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 6: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

2. Improving your unit economics!

!

Page 7: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 8: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

3. Performance marketing!

!

Page 9: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 10: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

4. Viral growth!

Page 11: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 12: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

5. Hustle!!

Page 13: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceFocus Improving unit economics Performance marketing (or Viral growth) Hustle ____________________ Gets you to traction

+

@nilanp

Page 14: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

But first introductions…

@nilanp

Page 15: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

sAverage price of CHF49 per guest per night

4,000,000 nights…

@nilanp Vice President Growth HouseTrip.com

Page 16: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

@nilanp

Page 17: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Startups

@nilanp

Page 18: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Startups Tequila

@nilanp

Page 19: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 20: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Back to traction

Page 21: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Revenue

Page 22: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Revenue

Page 23: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Revenue

Page 24: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Death Zone

Page 25: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Revenue

Page 26: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

What does traction feel like ?

Page 27: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

GROWTH

Page 28: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Revenue

Page 29: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

The anatomy of traction

Page 30: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

The anatomy of traction

1. Identified a scalable acquisition channel!

2. Improved unit economics support scaling

Page 31: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Product - market fit

1. Your earning enough per customer!

2. To support acquiring customers in a scalable channel

Page 32: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Product - market fit

1. Your earning enough per customer!

2. To support acquiring customers in a scalable channel

1. Your earning enough per customer!

2. To support acquiring customers in a scalable channel

Page 33: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Objective

1. Talk through where to focus!2. Give practical advice on how to

kick start growth

Page 34: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceFocus A great product Performance marketing (or Viral growth) Hustle ____________________ Traction

+

@nilanp

Page 35: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Characteristics of successful founders

1. Empathy for the end consumer!2. Belief !3. Knowing when to give up!4. Focus!

!

Page 36: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Characteristics of successful founders

1. Empathy for the end consumer!2. Belief !3. Knowing when to give up!4. Focus!

!

1. Focus!!

Page 37: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceCharacteristics of

successful founders

@nilanp

Page 38: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceCharacteristics of

successful founders

1. Empathy for the end consumer 2. Belief 3. Knowing when to give up 4. Focus

@nilanp

Page 39: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceCharacteristics of

successful founders

1. Empathy for the end consumer 2. Belief 3. Knowing when to give up 4. Focus

@nilanp

Page 40: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceFocussing to get to traction means…

1. Pick one lever 2. Define a prioritising metric 3. Prioritise features and

activities 4. Execute

@nilanp

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Practical adviceFocus on

1. Getting good unit economics 2. Systemically finding a scalable

acquisition channel 1. Performance marketing 2. Viral 3. Hustling

3. Execute

@nilanp

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Page 43: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

2. Improving your unit economics!

!

Page 44: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceImproving your unit economics means…

@nilanp

Page 45: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical advice

…Building a great product

@nilanp

Improving your unit economics means…

Page 46: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceBuilding a great product means…

…Delighting your customers

@nilanp

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Page 48: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

What does improving your unit economics mean ?

@nilanp

Page 49: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

Improve unit economics1. eCommerce businesses

1. Margin 2. Conversion rate

2. Apps / Freemium 1. Engagement 2. Usage frequency 3. Sign up to premium / added service

Page 50: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

Improve unit economics1. eCommerce businesses

1. Margin 2. Conversion rate

2. Apps / Freemium 1. Engagement 2. Usage frequency 3. Sign up to premium

Why is this important pre-traction?

Page 51: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

Improve unit economics1. eCommerce businesses

1. Margin 2. Conversion rate

2. Apps / Freemium 1. Engagement 2. Usage frequency 3. Sign up to premium

Increase the amount you can spend to acquire a

customer

Page 52: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceBuilding a great

product

… some practical advice on how to do this

@nilanp

Page 53: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceBuilding a great

product1. Look at cohorts of user behaviour 2. Build micro conversion events 3. Introduce features to transition

users from passive to active 4. Ruthlessly focus on the parts of

the funnel where you can have the most impact

5. But above all…

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Practical adviceFocus on single

userscredit: Klinger.io

Page 55: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceDo this and you

will…

1. Improve your unit economics 2. Earn more per customer 3. Delight your customers

@nilanp

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3. Performance marketing!

!

Page 57: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

3. Performance marketing!

!(Now you’ve got working unit economics - focus on traffic)

Page 58: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Money in Money out

Page 59: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Money in < Money out

Page 60: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

What’s your objective with performance marketing ?

Page 61: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

What’s your objective with performance marketing ?

Find a scalable channel

Page 62: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

What’s a scalable channel ?

Page 63: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

What’s a scalable channel ?

A scalable channel is one that if you focus on will enable you take at least 20% of your target market

Page 64: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Improve unit economics

1. eCommerce businesses!1. Margin!2. Conversion rate!

2. Apps / Freemium!1. Engagement!2. Usage frequency!3. Sign up to premium

What’s scalable volume ?

1. Impression volume 2. High intent traffic 3. Relevant targeting

Do the maths !

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Page 66: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

The performance marketing landscape

Page 67: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Kwaja slide

• Where to focus ?

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Kwaja slide

• Where to focus ?Where to start ?

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What I need…

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Targeting

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Intent

Relevance

Google Everything!else

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Practical advicePerformance

marketing in detail

1. Google 2. Facebook 3. Other stuff

@nilanp

Page 73: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Google - How it works

Page 74: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceWhen to trial

Google ?

1. When you have a product with better unit economics than the incumbent

2. People already search for your product on Google

Page 75: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceHow to set up your

first campaign

1. When you have a product with better unit economics than the incumbent

2. People already search for your product on Google

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Practical adviceGoogle hacks

@nilanp

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Hacking Google - off topic

1. On and off topic traffic!2. Gmail ads

Page 78: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Hacking Google - off topic

1. On and off topic traffic!2. Gmail ads

Gmail ads

Page 79: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Hacking Google

1. On and off topic traffic!2. Gmail ads

Off topic adsOff topic targeting

Page 80: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Hacking Google

1. On and off topic traffic!2. Gmail ads

Page 81: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Hacking Google

1. On and off topic traffic!2. Gmail ads

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Practical advice2. Facebook

@nilanp

Page 83: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceWhen to trial Facebook ?

1. No volume on Google 2. You can target an audience

for your product on Facebook

Page 84: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceWhen to trial Facebook ?

1. No volume on Google 2. You can develop an

audience for your product on Facebook

Page 85: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceFacebook hacks

@nilanp

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Hacking Facebook

1. Similar audiences!2. Intent targetting:!

Page 87: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Hacking Facebook

1. Similar audiences!2. Intent targetting:!

Similar audiences

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Behavioural targeting

Page 89: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceContent marketing

on facebook1. Build an audience 2. Engage customers in a

conversation about your product / industry

3. Promote unique content that ties hand in glove with your product

4. Support positioning

Page 90: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceContent marketing

on facebook1. Build an audience 2. Engage customers in a

conversation about your product / industry

3. Promote unique content that ties hand in glove with your product

4. Support positioning

Not always scalable

Page 91: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical advice

Performance marketing growth

hacks

1. Google 2. Facebook 3. Other stuff

@nilanp

Page 92: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical advice

Performance marketing growth

hacks

1. Google 2. Facebook 3. Other stuff

@nilanp

Page 93: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Why u no ?1. SEO!2. Email!3. RTB!4. Retargetting!5. Content marketing!6. Social / instagram

Page 94: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Why u no ?1. SEO!2. Email!3. RTB!4. Retargetting!5. Content marketing!6. Social / instagram

Page 95: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Why u no ?1. SEO!2. Email!3. RTB!4. Retargetting!5. Content marketing!6. Social / instagram

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Page 97: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 98: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Retargetting

1. Email!2. Social!

Page 99: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical advicePerformance

marketing summary

1. Performance marketing can get you to scale

2. Focus on scalable channels 3. Look for unorthodox routes

to market@nilanp

Page 100: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

4. Viral growth!

Page 101: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical advicePre-requisites

1. Have a great product 2. Have your first 1000

customers 3. Customers are part of high

trust networks with other target customers

@nilanp

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Building a viral loop

Page 103: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Building a viral loop

Customers find customers

Conversion to sign up

Conversion to repeat / premium

Page 104: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceVirality

1. Model virality 2. Give away value 3. Identify the right moment

to strike 4. Optimise

@nilanp

Page 105: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModelling virality

Viral co-efficient <1credit: Andrew Chen / Rahul Vohra

Page 106: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModelling virality

Viral co-efficient >1credit: Andrew Chen / Rahul Vohra

Page 107: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModelling virality

Add in carrying capacity Add in retentioncredit: Andrew Chen / Rahul Vohra

Page 108: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModelling virality

Decrease retention to 50%credit: Andrew Chen / Rahul Vohra

Page 109: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceVirality

1. Model virality 2. Give away value 3. Identify the right moment

to strike 4. Optimise

@nilanp

Page 110: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Focus!!

Give away value!NOT money!

Page 111: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Focus!!

=

Page 112: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Focus!!

=

Page 113: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Focus!!

=

Page 114: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceVirality

1. Model virality 2. Give away value 3. Identify the right moment

to strike 4. Optimise

@nilanp

Page 115: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModel engagement

engagement

time

Page 116: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModel engagement

engagement

time

Page 117: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceModel engagement

engagement

time

Page 118: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

5. Model and optimise!!

Optimise!

Page 119: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceVirality

1. Modelling virality 2. Give away value 3. Curves of engagement 4. Model and optimise

@nilanp

Page 120: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Hustle!!

5. Hustle!!

Page 121: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

1. Talk to your customers

Page 122: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

1. Talk to your customers

Talk to customers!

Page 123: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

2. Find more customers!

Page 124: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

2. Find more customers!

Find more customers!

Page 125: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Guerilla marketing!

Page 126: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

3. Testathon!4. !

Page 127: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

4. UserTest!!

Conferences!!

Page 128: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Objective1. Talk through where to focus!2. Give practical advice on how to

kick start growth

Page 129: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Characteristics of successful founders

1. Empathy for the end consumer!2. Belief !3. Knowing when to give up!4. Focus!

!

Page 130: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Characteristics of successful founders

1. Empathy for the end consumer!2. Belief !3. Knowing when to give up!4. Focus!

!

1. Focus!!

Page 131: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 132: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

2. Improving your unit economics!

!

Page 133: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 134: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

3. Performance marketing!

!

Page 135: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 136: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

4. Viral growth!

Page 137: Getting to traction - Growth Hacking for startups - my presentation from Google Campus
Page 138: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

5. Hustle!!

Page 139: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

Practical adviceFocus Improving unit economics Performance marketing (or Viral growth) Hustle ____________________ Traction

+

@nilanp

Page 140: Getting to traction - Growth Hacking for startups - my presentation from Google Campus

You are here

Getting to traction

@nilanp