1. @agatestudio
Lean Marketing
Andrew
Publishing
Agate Studio

2. Lean Marketing for Startups (and Game)
Adaptation from : http://www.slideshare.net/mattangriffel/growth-hacking

3. GROWTH HACKING: HOTMAIL

15. Startups’ products and game usually facing
similar problem

16. LEAN MARKETING FRAMEWORK
AARRR!

24. Dave McClure’s example conversion metrics

25. A/B Testing

26. PUBLISHING APPLICATION

27. Acquisition
• Ads banner
• Copywriting
• Keyword research
• New channel
• A/B testing
• Targeting
• SEO
• Guerilla marketing
• Social campaign
• Remarketing
• Press release
• Etc…

28. Activation
• Simplify landing page
• Fast loading
• Easy registration / no registration
• Registration bonus
• Facebook connect
• Measure traffic sources quality
• Etc…

29. Retention
• Retention event
– Daily login bonus
• Simplify learning curve
– Tutorial
• Personalization
• Instant Reward
• Chat room
• Engage players in SocMed
• Reward priority players
• Leaderboard
• Etc…

30. Referral
• Referral bonus / member get member
• Share button & incentive
• Share in-game event
• Invite friends
• Etc…

31. Revenue
• Monetization event
• Easy payment channel
• Right item & pricing
• Right monetization model
– Paid download
– In-game monetization
– Free trial
– Etc..
• Etc…

32. Another Tips
• Kill a feature every week
• Activation first, then acquisition
• Measure, measure, and measure
– A/B testing

33. MORE CASE STUDIES

34. Dropbox offered its customers a 150
megabyte storage bonus if they linked their
Dropbox account to their Facebook or Twitter
account. They also created a refer a friend
campaign that would give users 500
megabytes of free storage for each friend they
referred.

35. Spotify drove it's rapid growth by integrating
the software with Facebook. Instagram
followed the same approach.

36. Twitter noticed that it's users were signing up, but
then abandoning the app. Using analytics they
discovered that people were far more likely to use
their account when they followed 5-10 accounts
on the first day. They build a suggestion engine
that would prompt new users to immediately
follow new users that pertained to their interests.
This greatly increased retention.

37. Mint used it's blog to build landing pages on
nearly every personal finance question,
effectively targeting it's ideal market directly.

38. Apple and Blackberry turned their devices into
advertising engines by adding "Sent from my
iPhone" and "Sent from my Blackberry" to
every message sent.

39. Reddit created hundreds of fake user profiles
in it's early days to generate buzz.

40. Pinterest launched as a invite-only service that
was exclusive, driving up demand and building
interest and industry speculation.
Gmail launched as an invite-only service as
well (before Pinterest did of course)

41. Thank You