Introduction to Growth Hacking and the Growth Hacking Process

1. Get Ready for a Hockey Stick Style Growth Adventure

2. The Birth of an Idea

3. The Birth of an Idea …and was born

4. But Hotmail’s Launch was Unimpressive Their growth strategy was to buy billboards and radio ads

5. But their Investor had a Better Idea...

6. The Power of Referrals

7. This is Not a One Off Story!

13. Why did they succeed when so many other startups failed?

14. GROWTH HACKING

15. What is Growth Hacking

16. Why Growth Hacking? • Startups tend to have limited resources so they need to be creative to acquire new users and retain them • Traditional marketing channels are expensive and saturated • Most startups focus heavily on product but another real challenge is with distribution

17. It’s not About Tactics What tactics should I use to grow my business? It’s not about TACTICS It’s about PROCESSES

18. Understanding Growth GROWTH = SUM of (1 + 2 + 3 +…)

19. The Growth Hacking Funnel

20. User Acquisition Acquisition = getting people to come to your site

21. Example: AirBnB

22. User Activation Activation = getting people to take the required action, e.g. purchase, sign up

23. Example: AirBnB Listings with high quality photos received 2-3x more bookings  AirBnB invested in professional photography

24. User Retention Retention = getting users to come back to your site

25. User Retention Through Email Marketing

26. Viral Referral Loop Referral = getting active users to refer others

27. AirBnB’s Referral Campaign  Referrals increased bookings by 25% in some markets

28. Revenue Revenue = monetising active users

30. You hear about Quora after a friend posts a question from Quora on Social Media Acquisition @Growthhackasia (Growth Hacking Asia)

31. You are asked to sign up to read the content Acquisition Activation @Growthhackasia (Growth Hacking Asia)

32. You receive weekly digest emails with questions and links back to the site Acquisition Activation Retention @Growthhackasia (Growth Hacking Asia)

33. Once you’re back, Quora encourages you to read related questions Acquisition Activation Retention @Growthhackasia (Growth Hacking Asia)

34. …and share questions through social media Acquisition Activation Referral Retention @Growthhackasia (Growth Hacking Asia)

35. The Growth Hacking Process

36. Rigorous Process of Experimentation

37. Focus on Inputs, not Outputs Example: Activation Rate = Step 1 + Step 2 + Step 3 Output Input Input Input

38. Prioritise your Ideas Probability of Success Impact Resources

39. Run Minimum Viable Test (MVT) For example by using: Landing pages A/B Testing Tools Etc.

40. Understand and Document Test Results Impact (results) Accuracy (how close to hypotheses?) Why?

41. Build it into Your Product (no more MVT) If experiment was successful: Systemize (build into your product) Playbook (if it can’t be systemized, create a manual)

42. Recap: Process of Experimentation

43. Visit Us: http://growthhackingasia.com Say Hello: anna@growthhackingasia.com