As Marc Andreessen says, startups fail for two primary reasons: either they try to grow when they're not ready to, or they're not aggressive enough when they're finally to grow. In this presentation Morgan Brown walks through the Startup Pyramid framework to show how startups can gain traction and drive sustainable growth.
The document provides 29 tips for growth hacking and quick wins that companies should be testing, but often aren't. Some of the key tips include measuring customer happiness with Net Promoter Score, creating more targeted landing pages, using paid ads to test headlines and images, removing distracting links from landing pages, and testing different calls to action copy. It encourages testing unconventional approaches to improve conversions and growth.
The document discusses the lean analytics cycle of metrics, hypothesis, experiment, and act. It provides examples of how Hello Bar used this process to improve their installation rate. They found a low installation rate in metrics, hypothesized that more options would increase installations, tested this in an experiment, and achieved a 40% increase. Through dozens of experiments, their rate increased by 89%. The document encourages analyzing metrics to find opportunities, forming hypotheses through research, rigorously testing hypotheses, and making data-driven decisions.
This document discusses growth hacking strategies used by early internet companies like Hotmail to achieve rapid growth. It defines growth hacking as a set of tactics and best practices for acquiring, activating, and retaining users. Some key tactics discussed include viral growth, A/B testing landing pages, optimizing the user lifecycle funnel, and identifying bottlenecks. The document provides examples of notable growth hacks from companies like Dropbox, Path, and Eventbrite.
Lean Analytics: Using Data to Build a Better Business FasterLean Startup Co.
This document summarizes key points from a Lean Analytics conference presentation. It discusses lean startup principles like iterating based on data and customer feedback rather than following a predefined plan. It provides examples of how startup ideas and business models can change based on learning. Metrics that matter at different stages are discussed, like activation rate for stickiness and viral coefficient for growth. The importance of focusing on one key metric at a time is emphasized. Baselines for growth rates, engagement, and churn are provided as guidelines for startups.
SaaS Marketing Plan: 5 Ways to Get your B2B App to Sell ItselfLincoln Murphy
Your B2B SaaS app will not sell itself unless it is designed to do so. This is a guide to getting your B2B SaaS to 'sell itself' was created by noted SaaS Marketing expert and Growth Hacker Lincoln Murphy of Sixteen Ventures.
This guide is full of actionable, unique, and thought-provoking ideas - Growth Hacks if you will - that are designed to allow your product to sell itself.
From attracting the right audience and driving user engagement, to making it easy to buy and easy to share through orchestrated virality, this guide covers all aspects of what's necessary to drive growth with SaaS companies of any stage and serving any market.
Whether you have a self-service sales model or one that requires outside sales reps to drive business, the tips and techniques contained in this guide and the source blog post will help you achieve your goals of efficiently scaling your sales process.
30 Marketing growth hack cards taken from the recent blog posts of the smartest cookies in the industry. Crazy, sneaky, happy and weird marketing hacks.
128 High Converting Growth Hacks - the most epic growth hacking listHelvijs Smoteks
Because of nothing much to do - we read 2 105 publications and articles. Result? The most comprehensive growth hacking list up to date.
All the growth hacks divided in easy to view AARRR sections - for pirates and growth hackers.
Building a Repeatable, Scalable & Profitable Growth ProcessDavid Skok
The document discusses optimizing the sales funnel for SaaS startups. It emphasizes the importance of understanding the buyer's perspective and journey. The key points covered are:
1) The sales funnel should be designed around the buyer's process, not the vendor's solutions. It is important to understand buyer personas and map the funnel steps to their evaluation process.
2) Friction points in the funnel like long delays or steps requiring other people can drastically reduce conversion. These points should be identified and removed or simplified when possible.
3) The goal is to create a "wow moment" or motivation for the buyer to continue engaging as early as possible. This may require redesigning trial experiences to quickly
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
Presentation describing how Cost of Customer Acquisition (CAC) and Monetization (LTV) are they key elements to get right for a successful business model. Also describes the latest techniques for reducing CAC, including Inbound Marketing, and the author's own methodology: Building a Sales & Marketing Machine.
There are seven key stages in a startup’s evolution from $0m to $50m in revenue. Understanding where you are in that evolution, and how to act at each stage is critical for success, as what is appropriate at one stage is not appropriate at another stage. David will lay out the roadmap, and detail the keys to success at each stage. The talk is aimed at technical/product founders plus their sales, marketing & product executives who are responsible for the go-to-market strategy for their company.
Growth hacking is a marketing technique used by startups that focuses on creativity, data analysis, and social metrics to gain customers and exposure. It involves rapidly testing ideas through prototypes and measuring results to iterate quickly. Some key aspects of growth hacking include having an awesome product, thinking creatively, understanding viral growth loops, seeking major changes not just improvements, and being prepared to fail many times. Successful growth hacking examples include LinkedIn allowing public profiles to boost search engine results, YouTube making it easy to embed videos, and Airbnb contacting people with listings on Craigslist. Qualities of a good growth hacker include problem-solving skills, ambition, understanding users, discipline, coding ability, and bravery in testing bold ideas.
Growth Hacking Fundamentals @ Echelon Jakarta (by Growth Hacking Asia)Growth Hacking Asia
The document provides an overview of growth hacking fundamentals. It begins by defining growth hacking as a process-driven approach focused on rapid experimentation to drive product growth, rather than just tactics or user acquisition. It discusses when growth hacking is most applicable and examples of common growth drivers like user acquisition, activation, referral, and retention. The document concludes by outlining the typical growth hacking process of identifying metrics to optimize, developing hypotheses, running experiments, analyzing results, and systematizing learnings.
Growth hacking is a set of tactics and best practices used to optimize user growth and movement through the user lifecycle stages of acquisition, activation, retention, referral, and revenue. The document outlines Hotmail's viral growth strategy of adding "PS: I love you" messages to emails, discusses mapping the user journey and measuring conversions at each stage, and provides examples of growth hacking tactics like incentivizing referrals and optimizing landing pages through A/B testing.
The Science behind Viral Marketing is a look at the key factors that drive growth in viral marketing. (Hint, the most important factor is not the one everyone expects.) It also looks at what is needed to get virality to work, and how to create and optimize viral marketing campaigns or viral products.
One part of the presntation shows the key formulae behind viral marketing.
Suitable for marketers or for product designers.
Aatif Awan, Head of Growth LinkedIn - Growth Hacking is Dead. Long Live Growth. Traction Conf
LinkedIn's Head of Growth, Aatif Awan discusses how to think about Growth from first principles instead of worrying about Growth Hacking. He shares insights from growing LinkedIn to 380 million professionals that can help you create the right Growth culture, team and processes. Visit: http://tractionconf.io
Outbound prospecting for highly targeted lead flowDavid Skok
This presentation described how and when outbound prospecting (Cold Calling 2.0) can work to provide a predictable flow of leads from highly targeted prospects.
Dan Olsen, The Lean Product Playbook , @danolsen
Room: C260
Everyone working on a new product is trying to achieve the same goal: product-market fit. Although product-market fit is one of the most important Lean Startup concepts, it’s also the least well defined. Dan Olsen shares the top advice from his book The Lean Product Playbook, including the Product-Market Fit Pyramid: an actionable model that breaks product-market fit down into 5 key elements. Dan also explains the Lean Product Process, a 6-step methodology with practical guidance on how to achieve product-market fit, illustrated with a real-world case study.
Dave McClure gave a talk about reinventing venture capital through 500 Startups' model of making many small investments. He discussed how technology has lowered the costs of starting companies and how platforms provide access to large customer bases. 500 Startups makes over 100 investments per year and aims to have a portfolio size of over 100 companies to increase chances of finding unicorns. Their strategy is to make many small "bets" and double down on the most promising companies. McClure also proposed training 500 new VCs through programs with Stanford to expand access to startup funding.
Building a sustainable business and product is hard work. Growing your user base is even harder. Markets and opportunities are changing on a daily basis; you have to stay focused and constantly improve your tactics in a rapidly-changing world in order to succeed.
The tactics that worked even a few short years ago are now obsolete. Iterative sprints leveraging mobile, social and location-based approaches and powered by data and insights, are required in order to thrive. Through rapid experimentation, you can find yourself in a healthy loop of building, testing, measuring, learning, refining and improving.
The Beginner’s Guide to Growth Hacking illustrates over two dozen insights that will help you grow your user base, keep them engaged and ultimately grow your revenues.
Introduction to Growth Hacking:
- Principles
- Examples (from US and from #FrenchTech)
- Theory
- AARRR / Metrics
- Tools
- Must read stuff
And plenty other things!
When WhatsApp sold to Facebook for $19 Billion people were stunned. What makes this messaging app worth $19 billion? We dove deep into WhatsApp's growth engine to understand how its grown so fast and what makes it so valuable to Facebook.
Vincent provides growth marketing services and has experience growing websites and apps organically. He has expertise in content marketing, social media, and user acquisition channels. In the document, Vincent outlines growth hacking strategies for various digital marketing channels like Facebook, Instagram, Twitter, YouTube and others. He emphasizes the importance of defining the ideal user, testing content, and focusing acquisition efforts on the most effective channels.
Growth hacking: how to use analytics to create kickass marketing strategiesEveline Smet
Know your customer, map your conversion funnel, identify what you are going to optimize and set KPI's, track everything that you do in Google Analytics and never stop testing.
A major convergence is happening on the web that could disrupt the traditional rules of business and it's no surprise it's being driven by data. With cloud hosting available for pennies on the dollar, over 10,000+ APIs in 2015 available to the public and an estimated 60% of internet traffic compromised of bots, getting data is easier (and cheaper) than ever before. This environment is an ideal opportunity for savvy startups, agencies and businesses looking to take advantage of the wealth of data available. The barrier to entry has been removed and those who act quickly will capitalize, compete and even disrupt in ways we can only imagine. In this presentation, find out the best APIs, processes and technology that you can leverage to get an unfair advantage over your competition in 2015 and beyond.
Busting the Myth of Growth Hacking MagicSean Ellis
These are Sean Ellis's slides from Hubspot's 2014 Inbound Conference. The slides explain that growth hacking is not about silver bullets, but rather a rigorous process of generating ideas for experiments, prioritizing experiments, testing and analyzing them. The slides highlight key areas of exploration for generating your growth hacking ideas.
[Elite Camp 2016] Stacey MacNaught - Nobody Pays the Bills in "Social Shares"...CXL
Content marketing has a tendency to be a bit of a "fluffy" term, too frequently measured against things like "shares." Nobody pays the bills in shares. In this talk, Stacey will be talking about content marketing that delivers against tangible marketing goals. Stacey will share tactics her team are using to come up with content ideas that deliver relevant (converting!) traffic and tips for executing the ideas for maximum impact.
GROWTH HACKING Neil Patel Join the KISSmetrics team! kissmetrics.com/careers
@neilpatel
“Growth is important, and most great companies take it seriously.” Adam Nash HTTP://KISS.LY/ANASHNOTES
WHO ARE YOUR Customers? HTTP://KISS.LY/SMBANALYSIS
HOW DO YOU REACH YOUR Customers? HTTP://KISS.LY/KISSBLUEGLASSLA2012
CHANNELS GET CROWDED Fast!
Google AdWords Cost per acquisition: $233$388 For a $99 product. Fail. HTTP://KISS.LY/DREWDROPBOX
Distribution Hacks
Five strategies for distribution: Integrations, Work Emails, Embeds, Powered By, Free Stuff
Integrations
Shopify has 30,000+ businesses
Salesforce has 100,000+ businesses
Box has 120,000+ businesses
37signals has 150,000+ businesses
Yammer has 200,000+ businesses
Constant Contact has 400,000+ businesses
Github has 1,900,000+ people
MailChimp has 2,000,000+ people
Google Apps has 4,000,000+ businesses
FreshBooks has 4,500,000+ people
Google Analytics has 30,000,000+ accounts
Evernote has 30,000,000+ people
Dropbox has 50,000,000+ people
How to optimize integrations. Integrations make your product better. Measure your conversions and revenue. Discover valuable integrations. Ask users about integrations. Make your partner pages awesome
Work Emails HTTP://PODIO.COM
Work Emails HTTP://YAMMER.COM
How to optimize “Work Emails” Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions
Embeds HTTP://KISS.LY/YTEMBED
Embeds HTTP://KISS.LY/SSEMBEDS
How to optimize embeds Why should people embed? Make it as easy as possible to embed. Track how well your embeds convert. Test relevant call to actions. Optimize for search but don’t obsess
Powered By
How to optimize “Powered By” What are you Powering? Test the copy of your call to action. Test and optimize your landing pages. Track views, clicks, conversions and LTV Measure individual effectiveness
Free Stuff HTTP://GRADER.COM
Free Stuff HTTP://NEWRELIC.COM/ASI
Free Stuff HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/
How to optimize free tools. Map to customer decision making. Think about what you can repurpose. Educate your prospects. Test your ideas minimally (ghetto). Measure and optimize revenue
FIGURE OUT WHAT’S BEST FOR Your Product
YOU HAVE No Excuses
We’re hiring. Join our team! kissmetrics.com/careers Neil Patel npatel@kissmetrics.com
Growth Hacking for Corporates (www.wepullthetrigger.com)Trigger
Growth hacking is not only a startup trend, but also for corporates. Dive in to some of the fundamentals that corporates need to adopt to maximise the benefits of growth hacking and discover four things only a growth hacker can do (things a traditional marketer never will have the skills or guts to do). Hiring a growth hacker is one of the first steps for unlocking your growth!
Growth Hacking, Growth Marketing, Technical Marketing... whatever you want to call it. I presented this deck at 2016's Digital Elite Camp in Tallinn, Estonia. In my talk, I covered the definition of growth hacking, or technical marketing (if you're sick of hearing that word), went through all the attributes that technical marketing is compiled of and shared some low hanging fruit so that your company or startup reaches growth as quickly as possible.
Marketers should be held to the same level of quality as developers. That's why we must teach more technical growth skills.
Check out growthtribe.io for crash courses, no-bullshit workshops and a free email course.
This document provides an introduction to growth hacking, which is acquiring and retaining customers by discovering repeatable and scalable growth levers starting from the product and guided by data. It discusses the rise of the growth hacker role and analyzes growth hacking trends on Google. It explores how growth hacking differs from traditional marketing and focuses on product-channel fit over coverage and control. The document outlines the growth hacking process of guided experimentation and importance of actionable goals. It provides case studies on acquisition, activation, retention and revenue hacks from companies like Hotmail, Skype, Dropbox, Spotify, AirBnB, Foursquare, LinkedIn, Zappos, Groupon and Booking.com. It concludes with advice
Choosing a startup name is an important decision that will impact how people connect with the brand and the company's ability to get funding and recognition. The best way to choose a name is to brainstorm with others and come up with something short, simple, relevant, memorable and verb-able. After settling on a name, companies should secure the matching domain name and make sure the name properly conveys the brand.
This document discusses growth hacking strategies and examples. It defines growth hacking as leveraging non-traditional marketing tactics to unlock exponential growth. Examples discussed include Airbnb integrating with Craigslist, BranchOut using Facebook integration, and LivingSocial growing their Facebook app virally. The document advocates obsessing over data, thinking creatively, being curious, and getting hands-on with product and code. It provides categories of growth hacks like platform integrations, viral growth, and analytics-driven insights.
31 growth hacking resources for startup marketers covering newsletters, podcasts, books, communities, and blogs. Bonus Twitter list of growth hackers to follow included.
Rand Fishkin's presentation on the Fermi Paradox and how great filters relate to marketing activities. Presented at Conductor C3, Seattle Interactive Conference, and others.
This list is more or less a curation of tips I've surfaced from my reading or research and from what I've observed from being around some incredible investors and successful entrepreneurs. Note, this advice is geared towards ideation through product-market fit level startups, but the life tips are universally applicable I would say.
When possible, I tried to make the tip "actionable", which I define as something that's able to be done;
or an action having practical value.
So, in no particular order, I give you the Startup and Life Tips for Entrepreneurs: a Journal of Thoughts...
An immersive workshop at General Assembly, SF. I typically teach this workshop at General Assembly, San Francisco. To see a list of my upcoming classes, visit https://generalassemb.ly/instructors/seth-familian/4813
I also teach this workshop as a private lunch-and-learn or half-day immersive session for corporate clients. To learn more about pricing and availability, please contact me at http://familian1.com
This presentation goes in depth into the funnel (and growth loops). It was presented as part of a workshop for Skillful. It covers acquisition, activation, retention, referral, and revenue and goes in depth on examples of each.
The document discusses the importance of market validation for startups. It notes that 90% of startups fail due to not finding the right market and customers, rather than due to bad products. It emphasizes that market research is different from market validation. Successful startups structure their process around customer development to test their assumptions and hit product-market fit milestones. The document recommends that startups stop selling, start listening to potential customer segments, and let customers identify their own problems in order to develop repeatable sales and scale their companies effectively.
This document provides guidance on preparing a startup for high growth. It discusses focusing efforts on identifying the core value the product offers and testing ways to help more people experience that value. Examples are given of startups that achieved certain growth metrics like user replies or course completions. Common mistakes that can dampen growth like a lack of focus, premature scaling, and prioritizing excitement over effectiveness are also covered. Tools and resources are recommended for areas like acquisition, activation, retention, and analytics to help measure and improve growth.
Martin Wrobel provides advice on how startups can acquire their first customers. He discusses the importance of customer acquisition and validation. Some key points include focusing on an ideal customer profile, understanding the customer journey, testing sales channels, and ensuring customer lifetime value exceeds customer acquisition costs. The presentation covers principles of customer-centricity, sales versus marketing, and using data to optimize acquisition strategies over time.
Growth marketing for corporates - Intro session - ING innovation leadersGrowth Tribe
A recent talk give by Growth Tribe to the heads of innovation at ING... the talk covers growth hacking for corporates, growth marketing for corporates and how growth marketing fits within a digital transformation strategy,
Slides from my session at Emerce Etravel... Modern markets are noisy. In our rush to launch products we tend to forget that customers don’t buy what they don’t understand. From working with hundreds of startups there are 5 lessons I learned to build the right product features within their target market. We’ll discuss positioning, founders blindess, designing fast UX and how to use all this to grow your product.
This document discusses customer development and business models for startups. It defines different types of startups, including small businesses, social startups, sustaining/disruptive innovation within large companies, and scalable startups. The key aspects of a business model are defined using the business model canvas framework. Customer development is presented as the process startups use to search for an unknown business model, involving customer discovery, validation, and pivoting if needed based on feedback. The minimum viable product and agile development are discussed as ways to test hypotheses. An example pivot from a robotic weeding startup is provided.
The Art and Science of Selling and Growth HackingDaniele Fiandaca
First lesson as a visiting professor for the ESCP European Business school covering some of the basics of Growth Hacking and building on some of the topics covered in our new book, Creative Super Powers.
You can pledge for our new book here - https://unbound.com/books/creative-super-powers
This document summarizes key concepts from the Lean Startup and Customer Development methodologies. It discusses discovering customer problems and validating solutions through minimum viable products and pivoting based on metrics and feedback. Key steps include defining the customer problem/solution, finding early adopters, developing an MVP, achieving product/market fit, and scaling the business. Metrics like acquisition, activation, retention and referral are important to track progress. The goal is to spend money efficiently by testing hypotheses through customer interaction and validated learning.
This document provides information about building a startup and lean startup methodology. It includes:
1) An overview of the Lean Startup Dublin Meetup group which discusses topics like lean startup, agile, and crowdfunding.
2) Details of a new Lean Startup for Enterprise Meetup group focused on topics for growing enterprises.
3) An explanation of the Lean Launchpad program which helps entrepreneurs increase their chances of success.
4) A description of the importance of observing customers and associating to gain insights through unexpected connections.
Word of mouth marketing (WOMM) involves creating positive conversations about brands and products to gain new customers. It is based on customer satisfaction and two-way communication. The goal is to identify brand advocates and give customers tools to share their experiences. Marketers can amplify word of mouth by launching campaigns, but organic word of mouth from satisfied customers is the most effective. Common WOMM strategies include viral marketing, buzz marketing, and influencer marketing. Marketers should provide value to customers and make it easy for positive experiences to be shared.
Startup and Unicorn: What is product/market fit? Victor Lee
This document discusses product/market fit and how to measure it. Product/market fit means having a product that satisfies customer needs in a specific market. It can be measured through leading indicator surveys, net promoter scores, retention curves, and the "trifecta" of growth, retention, and meaningful usage. Achieving product/market fit should be the top priority for a startup as it focuses efforts and indicates future growth. The document provides benchmarks and recommends focusing energy on achieving product/market fit above all else.
SalesConf - Uncovering a Treasure Trove of Sales Opportunities using Customer...Lincoln Murphy
This slide deck is from a presentation on accelerating the sales cycle by leveraging Customer Success data - Lincoln Murphy was the presenter - at SalesConf 2014 in San Francisco, CA.
Startup Seminars - Sales and growing your business CityStarters
Sinead Macmanus provides tips on generating sales and growth for startups. The document discusses 4 key areas needed to sell: 1) A defined product people want, 2) A revenue model, 3) A pipeline of customers, and 4) A sales process to convert leads to customers. For acquiring customers, the document recommends both paid strategies like search advertising, and unpaid strategies like content marketing, guest blogging, email marketing, and doing things that don't scale like manually recruiting early users. The importance of testing hypotheses with a minimum viable product and analyzing conversion funnels is also emphasized.
Using Social Media to Attract & Retain CustomersErik Harbison
Social media can be used to attract and retain customers for small businesses. The summary outlines:
1. Getting started with social media requires understanding your audience, setting objectives and goals, and mastering one social channel before expanding.
2. Low-cost tactics to attract customers include asking questions to drive engagement, using educational videos and images, and retargeting website visitors with ads.
3. Customer retention involves providing support through demos, how-to's and responding to comments, as well as surprising and delighting customers through personalized experiences.
Introduction and workshop to develop student team concepts into business model hypotheses. Focused on value proposition design, customer segments, and the rest of the Business Model Canvas.
Growth hacking growth marketing talk at emerce eday 2016Growth Tribe
A talk about growth hacking, growth marketing, 5 second tests and how to build growth within organizations. This talk was given at the Emerce Eday summit in 2016
Your Annual Marketing Department ToolkitBrad Lloyd
The document provides an overview of various marketing tasks and strategies that can help grow a business easier, faster and smarter. It discusses 54 different annual marketing tasks including sending postcards, newsletters, and reactivation campaigns. It also covers topics like lead generation, content marketing, sales funnels, copywriting, referrals, and sales scripts. The overall message is that implementing the right combination of marketing strategies can help attract more customers, increase profits and free up time for business owners.
The Talent Institute - Grow Better Products, FasterMeasureWorks
Slides for my workshop at Talent Institute about how performance & UX are key to conversion optimization. About positioning, web performance, user experience, lean analytics, complete web monitoring and sales hacks...
This presentation is from the KNOW series, featuring Josh Lysne, Eric Piela and Tony Franklin. Topics included social media, engage marketing and online media.
Similar to Unlocking Growth: Building a sustainable growth engine with the new rules of marketing. (20)
Focusing on the right aggressive growth goals can dramatically increase your company's overall growth rate, moving your team from random ideation to creative problem solving. In these slides, Sean explains how to set and achieve high impact growth goals. You’ll learn how to determine the ideal target and time frame for each growth goal and how to rally your team around a proven growth hacking process for achieving the goals.
Product Driven Growth from Lean Product MeetupSean Ellis
The competition for acquiring customers gets more intense every year. These slides show the four requirements for creating an agile growth organization needed to realize your company's full growth potential.
Building a Company-Wide Growth Culture: SaaStr Annual 2016Sean Ellis
Growth is getting harder for SaaS business. Over the last 10 years, 3X more dollars chase the attention of every US Internet user and the channels for acquiring customers are in constant flux. The solution is a coordinated full company growth effort. These slides show how to drive broad participation and execute in a weekly cadence of testing and learning.
SaaSFest 2015: Accelerating Organic Growth Through High Tempo TestingSean Ellis
The key to sustainable growth is strong organic growth. These slides show you how to maximize organic growth. Then they should you how to pour fuel on the first through high tempo testing - outlining the team and process needed to executing testing at a high velocity.
Scaling Authentic Growth - How Product and Marketing Work Together to Drive G...Sean Ellis
This document discusses how product and marketing teams can work together to drive organic growth. It emphasizes the importance of having a "must have" product, compelling messaging, and users who proudly share the product. The key is to validate product-market fit, understand core user needs, and optimize the user experience based on testing. This involves setting up a core growth team to rapidly test ideas across acquisition, activation, retention, and more. The goal is to build an effective testing process that generates learning to continually improve growth.
Building the Ultimate Full Company Growth TeamSean Ellis
The goal of any company with a valuable product is to scale adoption by qualified customers. This generally requires establishing a "north star metric" and managing growth against that metric. These slides show how you can build a core growth team that coordinates the efforts of the full company to drive sustainable growth. It is important that every idea be treated as a test. The more tests you run the more learning you gain for growing the company. But running a lot of tests requires a process that is explained in the slides.
Product Meets Growth - How Product Teams Are Key To Driving Sustainable GrowthSean Ellis
The document discusses how product teams can drive sustainable growth through testing. It emphasizes that having the right team and process in place is key. The growth team's role is to ideate many testing ideas across customer acquisition, activation, retention etc. They prioritize the backlog and launch weekly tests. Every test provides learning that is captured and shared to optimize the product based on data. Having the right growth team, testing workflow and meetings helps accelerate the testing tempo for continuous improvement.
Agile Marketing Meetup: Moving Beyond the Marketing Plan So You Remain RelevantSean Ellis
Annual marketing plans can't keep up with the rapidly changing landscape of digital marketing acquisition channels and tactics. To remain relevant, CMOs and marketing teams need to completely rethink their marketing/growth approach. This presentation highlights the agile process that today's fastest growing companies are adopting - from building the right team to executing an agile marketing process.
High Tempo Testing is about setting a weekly testing goal and finding a way to hit it. This requires a process, which is shared in these slides. The slides show how the right process can help you overcome the challenges of high tempo testing and hit your growth goals.
Growth Hacking with Data: How to Find Big Growth with Deep Data DivesSean Ellis
Twitter, Airbnb, HotelTonight and Facebook all used insights found deep within their data to unlock big growth opportunities. Join us as Colin Zima, Chief Analytics Officer at Looker, and Sean Ellis, CEO of Qualaroo, reverse engineer five data-driven growth wins and shows you how you can apply this same level of thinking and analysis to find growth for your company.
Growth Hacking: The Human Operating System for Martech (Marketing Technology)Sean Ellis
This document discusses growth hacking, which involves experimenting with all available growth levers to understand what drives growth and optimize accordingly. It focuses on non-traditional marketing approaches for startups with tight budgets and aggressive growth targets. Potential growth levers include engineered user-get-user programs, leveraging massive platforms, optimizing onboarding, and using product features to boost distribution. The goal is to increase "units of gratification" through an experimentation process of ideating, prioritizing, testing, analyzing, and optimizing ideas.
Finding the one growth metric that mattersSean Ellis
From social media to website analytics, there are literally hundreds of things you could track, measure and try to improve. But what is the one metric that if improved would mean a big win for your business?
This deck will help you hone in on the metrics that really matter to your business. You’ll get their insights on the tools and strategies you need to find, prioritize and grow the numbers that will result in big wins for your business.
Grow with CRO - 7 Ways CRO is a Growth Driver for Your BusinessSean Ellis
This presentation, from the Conversion Conference in Chicago, highlights seven ways that conversion rate optimization (CRO) helps online businesses growth, including actionable tips to get the most out of your CRO efforts.
Six Growth Hacks to Get More Conversions from Your Content MarketingSean Ellis
Neil Patel and Sean Ellis share 6 growth hacks for making your content marketing convert into real sales. These slides explain how to effectively use free tools to drive conversions, and find quick optimizations to immediately improve the performance of your content marketing.
Startup Marketing Conference - Stacking the Odds for Authentic, Sustainable G...Sean Ellis
Startups require a very different marketing approach than established companies. This slide deck from the first marketer at Dropbox, LogMeIn, Lookout and others explains how you prioritize your marketing efforts in a startup. It starts by give you a way to determine startup’s growth potential or if it's even growable at all. It then explains why stacking the odds is critical for reaching your startup’s growth potential and tells you how to stack the odds for growth. Finally it shares a case study explaining how a startup overcame growth frustrations to become worth more than one billion dollars today.
The Biggest Growth Opportunity is Right Under Your NoseSean Ellis
These slides were used for a webinar about driving growth by improving the conversion performance of your website. The slides focus on identifying why someone visits your website and uncovering the key issues that prevent conversions. The webinar was presented by Qualaroo CEO Sean Ellis and UserTesting CEO Darrell Benatar about
The document discusses marketing strategies for startups, including focusing obsessively on achieving product-market fit, analyzing customer retention rates to determine whether to iterate the product or focus on retention, using an open-ended question followed by narrowing options to learn customers' must-have features, and using a hook and promise framework to improve habits, loyalty, referrals and sales.
The document discusses how startups can achieve authentic growth by stacking the odds in their favor. It recommends identifying the must-have experience (MHX) that is essential for users, optimizing marketing at both the macro and micro level to improve delivery of the MHX, and using lifecycle management to enhance engagement, encourage sharing, and drive sales over time. The goal is to maximize the percentage of users that achieve the MHX through optimizing hooks, promises, and reducing friction points, while also improving loyalty, referrals, and sales.
Berkeley-Columbia Executive MBA Program (Steve Blank)Sean Ellis
This document discusses the importance of customer development and product/market fit for startups. It advises startups to focus on acquiring the right customers, optimizing their marketing efforts, and understanding user needs in the early stages. It emphasizes achieving product/market fit before focusing on growth, and outlines steps like testing channels, optimizing funnels, and improving customer lifetime value and retention to enable scalable and profitable growth. The goal is to help startups progress from the critical early stages through growth to a potential IPO.
TRAINING OUTLINES
Build Dashboard and Admin Panel for the Client
Adding Auto Pagination Script to control content on the PHP result page
Upload and Publish Files, Images and Video Dynamically
Configure a payment gateways API for accepting online payment
Embedding Google and Social Media APIs like Google Direction Maps, Charts
Adding Ajax to generate elastic search and auto suggestion list
Enabled Refine Search like Colors, Size, Price for a e-commerce website
Write Mails and Alert Notification Scripts for Users
SMS Integrations for Payment, OTP and account confirmation
Various verifications, captcha and approval ways to automate account
User Controls like Login, Signup, Manage Profile, Logout, Get Password etc
Collecting and displaying data from SQL using Joins and procedures
Enabling dynamic data ready for the JSON So we could parse it for other APIs
Manage a Hosting account, Uploading Backup and SQL, Cpanel Management
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16. Find your metric
that matters
“x people did x searches in past week”
“y people visited my site x times last month”
“z users send n messages via my app each day”
Source: Josh Elman
25. A/B test combos
Messaging Flows
Hooks based on
intent/pain
Promise based on
MHX
Clear description
of solution
Flows that reduce
friction
Flows that frontload
MHX
26. Language market fit
What is this thing you’ve built to your users?
Store your photos Share your photos
Find a date Help people find a
date
31. “Growth is about taking your product and
optimizing it to create compound interest.
There are very few (if any) silver bullets when
it comes to growth.”
– Andy Johns
33. “Growth hacking: A cool-sounding euphemism
for making the doer feel good about using the
same old sleazy marketing tricks.”
– David Heinemeier Hansen
34. “Growth hacking is a recognition that when you focus
on understanding your users and how they discover
and adopt your products, you can build features that
help you acquire and retain more users, rather than
just spending marketing dollars.”
– Josh Elman
35. Don’t delegate growth
to a ‘hacker’
Original vision on customer need
Don’t abdicate fate to a marketer
Growth as an organizational priority
36. Growth = fx (Probability of Success, Impact,
Resources Required)
Source: Brian Balfour
37. Right marketing mix
for you?
What are you optimizing for? (Learning, volume,
cost)
What are your constraints? (Time, money,
audience, legal)
Source: Brian Balfour
42. Growth EnginesCase Studies of How Today's Most Successful
Startups Unlock Extraordinary Growth
DOWNLOAD ON AMAZON.COM
Editor's Notes
My name is Morgan Brown, and I run marketing for Inman News.
What we’re going to focus on today is how to unlock growth and grow your business. How to acquire users, activate, retain and monetize them.
Startups have two major failures:
1) They spend too much time trying to grow when they’re not ready for it.
2) They’re not aggressive enough when the business is ready to scale
So it’s my job today to help you avoid making those mistakes.
Here’s the basic reality of startup failure. Most startups have created a competency in developing a product. But they fail because they can’t grow—they can’t attract a growing user base. That can happen for many reasons, maybe you built something that people didn’t want, or couldn’t find a way to reach them.
Either way, typically your problem is not in bringing something into this world, it’s getting people to use it. That’s what we’re going to tackle today.
Sean developed a concept or model for growth called the start up pyramid. It provides a framework for thinking about how to grow and scale a startup.
The goal of every startup is to gain enough traction to scale to the next round of funding, IPO, etc. The riskiest part, and hardest part is getting that early traction.
The Startup Marketing Pyramid gives you a set of milestones as you move toward being ready to scale growth.
The way the pyramid works is you start at the bottom and work your way to the top. As you pass each milestone/stage, you are closer to being ready to scale
If you’re building a network effects business, the model is a bit different, which I’ll address at the end of this section, but the core components are still important, the order is just reversed.
So let’s start at the bottom
The first goal of any startup is to get to product market fit first. (PMF)
Who here wants to give a definition?
At it’s core, product/market fit is when a large group of people want/need your product. It’s essential to them on a regular basis.
It’s when you can’t keep your product in stock, or you can’t add servers fast enough to keep up with capacity.
Product/market fit represents that tipping point of when your product goes from nice-to-have to a must-have
A startup’s life can be separated between Before PMF and After PMF
Before PMF you’re searching / after PMF you’re focused on scaling
Who is your large audience and what is the big problem you’re solving?
For a startup, you should be focused on just one thing—getting to product/market fit. Nothing else matters. Because without it, you can’t drive sustainable, lasting growth.
Sure you can throw a bunch of money at your product, or tap into a viral channel, but that growth is unsustainable, and can crash and burn just a quickly as it took off.
So before you do anything, get to product market fit
Prioritization is so key—ask yourself if what you’re doing every day is getting you toward this goal.
To figure out if you have PMF, you simply ask.
Ask your users: How would you feel if you could no longer use the product. You want to send this question to active users of your product. It’s up to you to define what that state is.
You give them four options here:
Very Disappointed
Somewhat Disappointed
Not Disappointed (it really isn’t that useful)
N/A — I no longer use (product name)
The magic number you’re going for with this question is 40%. If you have 40%, it’s likely you have a product that’s a must have for a segment of your users, and you can proceed up the pyramid with a focus on acquiring more people who consider your product a must-have.
This question is going to single-handedly tell you how valuable your product is to your audience, and how much of a must-have it is for them. I’ll give you a couple of ideas on how to ask this question of your users in a second. But a couple of notes: 1) this is a terrifying question to ask, what if they say it’s useless?! 2) 40% is more of a guideline than an absolute. You can get a 40% response and still fail to gain traction, but it does give you a solid understanding if you’re creating something that people love.
But what if you don’t get 40%...
You can use survey.io to get the answer to that question and a lot more helpful data.
Simply fill out a few fields and you have a survey ready to send to your customer base (or a segment, as you define it)
Survey.io also gives you a lot of other great info to help you with customer development and finding PMF
ID most important new user channels by asking users how they discovered you
What competition you face—by asking what alternative they’d use
Primary benefit of the service to help you position your product more effectively
Get an idea of your word of mouth potential by asking if people have referred others
What could be better to help determine gaps in your core offering
So here’s a to-do — go back and run survey.io once you get some initial users.
26-39% is the kind of grey zone. You have something that a decent chunk of your customers can’t live without, but not an overwhelming amount. So at this point you want to try to reposition your company and value prop, and retarget it to more of your must have users.
You want to look for commonality among the 26-39% group and see if you can either 1) find what they love about the product to inform how you reposition it, and 2) retarget the product to new users who represent a particular subset of your user base.
Circle of Moms is a good example of this. They started out as Circle of Friends on Facebook and grew massively through that viral channel. But realized that moms were far more active than other users. Based on that feedback, they pivoted to Circle of Moms, and while they’re initial numbers dropped, they created a vibrant community of moms that was eventually sold to Sugar Inc.
Only after you hit FMF is it time to transition to growth. Remember, most startups make the mistake of trying to grow before they’re ready.
Spend your time and resources finding customers who love what you’re building. Once you have signal that you’ve built something that people love—then transition to growth.
Once you have product/market fit the next thing to do is to ‘stack the odds’ for growth. Stacking the odds is all about capitalizing on growth opportunities by making sure your funnel delivers as many people to your must have experience as possible, and that you can measure and tune your business.
The keys to the stacking the odds stage include:
Instrumenting your product–user accounting
Position on key differentiated value
Implement business model
Reduce friction
And finally, increasing exposure
The steps in the stacking the odds phase are: instrument your product, activate your users through conversion rate optimization, and then accelerate and increase exposure to drive scale.
This part will start to get uncomfortable, after iterating at low burn to find PMF, you’re going to start spending some money
By accelerating speed now, long term burn will come down – less head wind. Leaders accrue benefits, WOM, etc
Will be really hard and uncomfortable after low burn phase and VC praise
You’re also going to have to shift resources to first run (FUE) and growth experiments, and away from feature development, to help find the growth channels that will work
You can’t fly a plane without a dashboard, and you can’t grow a startup that’s not instrumented either—you’re literally flying blind, and you won’t know what’s working, what’s not working and why.
Many people don’t want to make the investment up front on analytics. Or they just want to use Google Analytics, because it’s free.
With so many good, low cost tools out there these days, not having your analytics nailed is inexcusable.
You want to be able to track all of the above, and the best way to do that is to track at the people or event level on a cohort basis. To do that you’ll want to use something like KISSmetrics or Mixpanel. If you use a service like segment.io, you are able to move your events around between services and find the one that works best for you without data lock in.
While some of the newer advancements in GA let you do some cohort analysis, I’ve found that these other tools are more efficient and robust in seeing groups of users over time.
You can also store some of this in your user table, but as long as you’re using one of the analytics packages I recommend, you don’t need to add this step.
You has analytics set up? What are you using?
It’s important to track metrics at all phases of the funnel. This is Dave McClure’s Pirate Metrics—AARRR!—and they give you a complete look at your user base throughout the funnel. The important thing to know about the pirate metrics is that you want to track them week over week if possible, so that you can see how your funnel changes over time.
If you’re just capturing it in a vacuum it won’t give you a look at how your business is changing.
The best analytics are ratios, not absolutes. Ratios give you an idea of change, context. So your metrics should be mostly ratios. This will keep you from getting trapped by vanity metrics.
Speaking of vanity metrics, there are a lot of things that you could track. But just because you can, doesn’t mean you should. What you need to find are the metrics that really tell you the health of your business. And they help you determine which of your users are regulars, or have been activated.
You determine these metrics by looking at your users and finding the most successful ones. Then trying to get as many of those users to that point. A couple of examples from my past. At TurnHere we knew a video had to be produced within 30 days of order, or it likely wouldn’t be made. At ScoreBig we knew that as soon as you made your first offer, you were likely to make another within 45 days. At Qualaroo we know that if you add an intent survey and an exit survey that you’re most likely to buy.
So look at the data and figure out what it is that activates your users and is critical to your success. If you don’t have data yet, make some assumptions about what it is that activates your users and then start measuring. Everyone should have a metric that matters.
Facebook – 10 friends in 7 days
Twitter – 7 visits in a month
LinkedIn – profile views over page views
Once you have your company instrumented it’s time to really dial in your value delivery engine.
Why call it a value delivery engine instead of a funnel? For a couple of reasons:
1) The most sustainable growth is the creation and delivery of utility or value. The more value you deliver to more people, the bigger you grow. You can almost think of growth in terms of units of utility delivered. The more units of value you deliver to more people, the more you grow.
2) Funnels are one way—your funnel hopefully has a powerful word of mouth modifier on it that is additive to the top of the funnel. The more value you deliver, the greater your word of mouth tailwind will be. The more crappy your product, the less powerful WOM is.
Here’s what your value delivery engine looks like—this is the core to creating growth:
Build a must-have product that people love
Understand what the aha moment is for your users—what is the thing that helps them truly ‘get’ the value of what you’ve created
Start at the very top of the funnel with the right hook and promise that draws your audience in
Then optimize each flow to deliver that must have experience
A couple of notes:
You probably have more than one funnel or flow that delivers the must have experience
You may have more than one must have experience
For example, Dropbox has a couple of flows—file storage vs. file sharing. Two very different value propositions and aha moments. One was all about ease of backup, OSX integration, storage and files anywhere. The other was collaboration and sharing.
Each flow had to be optimized on its own, with it’s own Hook/Promise and funnel optimization to get users to their MHX.
Sean says that when they tried to introduce other value props in those funnels conversion took a hit, so they needed to focus on optimizing each of those on their own.
Once someone got to that MHX, could they introduce the other value props of the product.
Take a few minutes and draw this for yourself—let’s get someone up here to draw it with me.
So how do you do this?
Must understand your MHX, and do everything you can to get people there seamlessly
Start with macro optimizations. The big things that can move the needle
Then move on to additional optimizations by segmenting and personalizing the experience on the user level
Let’s take a look at all of these now.
The hook/promise and first user experience are at the very top of the funnel, but once in it, you want to optimize the funnel to feed your engine.
The idea at every step of the way is to help more of the right people get to your must have experience.
Conversion optimization isn’t a research-driven or ad hoc activity to get one-time answers.
CRO can be your biggest growth lever when used properly. You want to start early, so that you can find wins and establish a culture of testing and learning.
Setting up a successful optimization process relies on three key elements.
Guessing is expensive.
Get early wins to drive culture of data as core to growth.
Remember the goal of your funnel work—it’s to get people to the must have experience.
You want as many of the right people to get to the experience as possible.
You have to go beyond the page level optimization to look at the entire funnel to see if your conversions are improving ultimate metrics or not.
Conversion Rate = Desire - Friction
High Desire, High Friction = Frustration
Low Desire, Low Friction = Apathy
With limited traffic, time and resources you need to prioritize what you test—you want to get the most out of your efforts as possible. That’s why you want to use insights to inform your testing strategy.
KingsPoint ecommerce case study story
So how to prioritize? Look at insights for clues, then use PIE framework, as advocated by Wider Funnel:
P—Potential for impact and wins
I—Importance of the page or flow
E—Ease of experiment implementation
If you’re not sure where to start with testing, we recommend scripting your first 10 tests:
4 on messaging
4 on front-loading aha’s/MHX
2 large design tests
But start with a why for every test—why are we doing this, what are we hoping to learn, etc. I made some spreadsheets on GrowthHackers.com that you can find and use to track the tests you want to run, etc.
The language changes what your users and your team thinks about the product.
Compare these products and how you perceive them.
Not just your users but your team as well!
Coleman Walsh talked about mental models in your UX class as ways people think about things, but we store those ideas as words, so the language is critical.
Potential inputs for ideas: customers (ask via survey or in interviews), original product idea, key problem you hope to solve
Make sure they are wildly different so that when you test them the similar ones don’t split the vote.
You’ll want to test these to see which resonates the best among users
Time to write them yourself!
Enhance engagement
Encourage sharing
Reduce churn
Negative churn
Drive sales
Circle of Moms example
User accounting
For example—start off with your visitors vs. your regulars or engaged vs. the rest of your user base for communicating.
Even with this simple segmentation you can talk differently to your segments and make your communications more relevant to them.
There are lots of tools to do this, such as Intercom.io from right here in Dublin, to customer.io, GetVero, etc. The idea is to find ways to make your message and experience as relevant as possible to your different user types so that you can maximize the value of your user base.
For example:
Inactive: reactivate
Active: deeper engagement
Regulars: referral
Once you have product/market fit and have stacked the odds you are now ready to grow
This gives you the best odds for scalable, sustainable growth
When you do things in this order, you are able to leverage growth opportunities.
Now time for growth hacking? Yes.
When you think about growth, don’t just think about acquisition. It’s the one that comes to the top of mind, but there are actually four types of growth
Topline—new user acquisition
Activated—users who’ve become users of your product, have experienced the MHX and are active
Retained—users who you’ve retained through reduced churn, etc.
Monetized—users you’ve monetized via cross-sells, upsells, etc.
While topline growth is of course important, retention and monetization growth helps really grow the business at a sustainable level, as you create long term users who are adding a lot of value to your revenue growth, which is critical for the busines as well.
Growth hacking has been twisted into a bunch of things by a lot of people.
It’s because it sounds sexy, but in reality growth hacking is lots of hard work.
There are rarely silver bullets—things that you just find that done right unlock a ton of opportunity. They are out there, but they are rare, and most of the time growth comes through ongoing, compounding efforts.
Traditional marketing and growth channels are hyper-competitive
Companies are resource constrained and can’t effectively compete
Startups best bet are to leverage asymmetries in the market
Because growth hacking is such a buzz word, and gets thrown around everywhere, there is a lot of backlash against what some perceive to be just sleazy tricks or ploys to skirt the rules to drive growth.
Many argue that AirBnB’s growth hack of Craigslist was “unethical” and black hat. In their case, they actually were doing two things:
Let AirBnB users auto-post their listings to the rentals section of Craigslist
Hired people to spam people listing their properties on Craigslist to list them back on AirBnB as well
Part 1 is a smart growth hack, part 2 is black hat tactics
I like what Josh Elman says about growth hacking, and would just add that in addition to features you can also add and optimize channels that make your growth smarter, not more expensive.
The notion of a growth hacker is dangerous too, as it creates this expectation of one mythical person who can come in and grow your business.
While a head of growth is important, growth is a team sport, and needs the CEO to be actively involved for success.
Growth has to be a priority. People ask all the time about hiring a growth lead, and when you ask them what everyone else at the company is working on, they say new features.
That’s a red flag. You cannot bolt wings on to a Humvee and expect it to fly. Airplanes fly, they are built from the ground up to fly. The same goes for your product. You need people from many disciplines to help drive growth, and you as a leader must make it a priority.
There are lots of things you could do to grow. James Currier, who we heard from earlier, says there are about 18 different ways to monetize a base, and many more ways to grow your business in the other types of growth.
Lots of channels to test and features to build. But you have to prioritize and make your bets. How?
Understand this formula. Growth is a function of the probability of success of your growth effort, the potential impact and the resources required to build it.
You want this function to be high probability, high impact if it works, and one that doesn’t take a ton of resources until you have a good grasp on if it will actually work for you
So what’s right for you? Where do you place your bets?
It comes down to what are you optimizing for and what are your constraints?
Brand new market or switching from something else?
Best context for reaching them?
Anyone actively seeking it?
Use data and customer development to ID potential sources
There are three main areas of acquisition, Viral or instrumented virality
Word of Mouth
Paid advertising
One last thing on growth hacks to get your mind around and thinking about opportunities:
Platform integrations: Facebook, Twitter, LinkedIn, Shopify, Google Docs, Google Analytics, Salesforce, Magento, Chrome, etc. all have millions of users you can leverage to get distribution
Powered by: the power of the widget as we discussed with YouTube, SlideShare, Qualaroo, etc.
Instrumented virality: dropbox and other viral referral programs (ScoreBig)
Data driven hacks: Circle of Friends > Circle of Moms
Igniting Word of Mouth: especially important for mobile, raise your phone up for Shazam or shake for Urban Spoon
Tactics get saturated
Metrics-driven marketers pile in
User fatigue
Stay on top of emerging tactics