1.
GROWTH HACKING
How to double benefits of startup without money ?
Presentation by Lucas Kacem

2.
F u n H a c k s | M a r c e l i n e A n d e r s o n
LUCAS
KACEM
CEO DIGITAL UNICORN
EXPERIENCE
FAVORITE QUOTE
I graduated from a French University ( Université de NICE Sophia
ANTIPOLIS ) and got a License degree in IT and Management.
During my time at university,I launched my first startup Ujob.
Then I continued to create a new one in Vietnam.
'Growth hacking is the future of marketing." Ryan Holiday

3.
TODAY'S
PRESENTATION
DISCUSSION POINTS
Growth Hacking Basics
How to integrate it into your marketing strategy
What traditional product/services companies can
do to leverage it
Growth Hacking Bot
L u c a s K a c e m D e v D a y 2 0 1 0

4.
WHAT IS THE MAIN POINT ?

5.
Where did growth hacking get its
start?
Sean Ellis
Dropbox, Eventbrite, LogMeIn, and
Lookout

6.
DEFINITION
WHAT IS GROWTH HACKING ?
Growth hacking is a process of rapid
experimenting across marketing funnel,
product development, sales segments,
and other areas of the business to
identify the most efficient ways to grow
a business.
A growth hacking team is made up of
marketers, developers, engineers and
product managers that specifically focus
on building and engaging the user base
of a business

7.
WHAT IS THE
GROWTH
HACKER
MISSION?
BASIC FACTS
The end Goal of every Growth Hacker is to build
a sefl-perpetuating marketing machine that
reaches millions by itsefl. - Aaron Ginn

8.
Core Tenants of Growth Hacking
D E E P T I E S T O
P R O D U C T
Having the best
product.
V I R A L I T Y
Virality is the key
Making your product
go viral means
growing your own
business.
A N A L Y T I C S
Analyze metrics to
define a data-
driven product
strategy,
C O M P A N Y
C U L T U R E &
M I N D S E T
Constantly
Growing
"Fake it untill you
make it."
Try and Try and Try
again

9.
PRODUCT
“Traditionally, marketing has focused on
external methods to attract users and
gain momentum around a product.
Growth hacking takes a more internal
approach by merging creative and
technical abilities to create user-growth
mechanisms within the product
itself.” - Greg Tseng

10.
VIRALITY
RULES
THE MOST IMPORTANT RULES
Make it easy for other to spread your
product
R U L E 1
Provoke a desire in people to spread it
R U L E 2
Seek ways to spread without money
R U L E 3

11.
ANALYTICS

12.
FUNNEL
PROCESS
FRAMEWORK AARRR
AARRR stands for Acquisition, Activation,
Retention, Referral and Revenue and is pretty
much the bee’s knees when it comes to
understanding your customers, their journey and
optimizing your funnel as well as setting some
valuable and actionable metric goals for your
startup.
F u n H a c k s | M a r c e l i n e A n d e r s o n

13.
ACQUISITION
WHERE ARE OUR USERS /
CUSTOMERS COMING FROM?
Three fundamental questions you want to be
asking yourself about your acquisition:
What channel is driving the most traffic (#)?
What channel is driving the most valuable traffic,
in other words, performs best (%) in terms of
customer conversion?
What channel has the lowest customer acquisition
cost ($), i.e. cost per customer converted?
F u n H a c k s | M a r c e l i n e A n d e r s o n

14.
ACTIVATION
HOW GOOD IS THE USER’S /
CUSTOMER’S FIRST EXPERIENCE?
Twitter realized that once you followed 30 people
you were more likely to come back so they suggest
popular accounts when you sign up. Dropbox saw
that users who uploaded at least one file were
much more likely to use Dropbox again and so, you
guessed it, they encourage you to upload a file
during signup.
F u n H a c k s | M a r c e l i n e A n d e r s o n

15.
RETENTION
HOW MANY OF YOUR CUSTOMERS
ARE YOU RETAINING AND WHY ARE
YOU LOSING THE OTHERS?
Customer Acquisition Rate > Customer Churn Rate
= Growth
Customer Churn Rate > Customer Acquisition Rate
= Burning a lot of money
F u n H a c k s | M a r c e l i n e A n d e r s o n

16.
REFERRAL
HOW CAN YOU TURN YOUR
CUSTOMERS INTO YOUR
ADVOCATES?
The absolute best way to drive growth is through
referral. Why would you spend large sums of
money on marketing to people’s deaf ears if you
can just have people they trust rave about your
product to them.
To really drive referrals you need to have a
systematic process in place that incentivizes and
generates them on a consistent basis.
F u n H a c k s | M a r c e l i n e A n d e r s o n

17.
REFERRAL
F u n H a c k s | M a r c e l i n e A n d e r s o n

18.
REFERRAL
F u n H a c k s | M a r c e l i n e A n d e r s o n

19.
REFERRAL
F u n H a c k s | M a r c e l i n e A n d e r s o n

20.
REVENUE
HOW CAN YOU INCREASE
REVENUE?
If you’ve optimized according to the four AARR
metrics before, revenue should already be flowing
in nicely. And no matter what anyone tells you,
revenue and figuring out a monetization plan is
important for any startup.
Even Facebook and Instagram, companies that
started out as pure social, non-monetary
platforms, are only successful today because of
the huge advertising business behind them.
F u n H a c k s | M a r c e l i n e A n d e r s o n

21.
MINDSET
Growth Hacking is the mindset behind finding
clever, original or inventive ways in order to plant
growth on a product or service, through the use of
data, technology and sometimes a system's
weakness exploitation.
F u n H a c k s | M a r c e l i n e A n d e r s o n

22.
CHARACTERISTICS OF
A GROWTH HACKER
P A S S I O N A T E A B O U T D A T A
C U R I O U S A B O U T E V E R Y T H I N G
I N F I N I T E L Y C R E A T I V E
C O N S I S T E N T L Y O B S E S S I V E
L I V E I N T H E U S E R E X P E R I E N C E ( U X )

23.
GETTING VISITOR
0 TO 10 0000
I N B O U N D M A R K E T I N G P R O D U C TO U T B O U N D M A R K E T I N G

24.
INBOUND
MARKETING
(PULL)
• Blogs or Guest Blogs
• Podcasts
• Video
• eBooks, Guides, Whitepapers
• Visual Assets e.g Infographies
• SEO
• Social Media
• LOPA ( Leverage Other People's
Audiences) - Bot Instagram/AirBnB
F u n H a c k s | M a r c e l i n e A n d e r s o n

25.
SEO - WHAT IS IT ?
Search engine optimization (SEO) is the process of
affecting the online visibility of a website or a web
page in a web search engine's unpaid results, often
referred to as "natural", "organic", or "earned" results.
In general, the earlier (or higher ranked on the search
results page), and more frequently a website appears in
the search results list, the more visitors it will receive
from the search engine's users; these visitors can then
be converted into customers.

26.
FINAL WORDS
V E R N O N H O W A R D
SEO
6 IMPORTANT
SEO TIPS
• URL Structure
• Page Titles
• Keywords
• Meta Descriptions
• H1 Tags
• Alt Text
F u n H a c k s | M a r c e l i n e A n d e r s o n

27.
OUTBOUND
MARKETING
(PUSH)
• PR
• Purchased Ads, Ad Words, Display Ads,
Social Ads, Retargeting , Facebook ads
• Promo Swaps
• Email Marketing
• Webinars
• Contests
F u n H a c k s | M a r c e l i n e A n d e r s o n

28.
PRODUCT
• Network Invitations ( Linkedin )
- Phone Contacts
- Email Contacts
- Social Contacts
• Social Sharing
• API Integrations ( Zapier )
• Link your product ( Hotmail, Apple - Referral )
• Incentives ( Dropbox, Transferwise )
• Organic
F u n H a c k s | M a r c e l i n e A n d e r s o n

29.
PRODUCT
Network Invitations ( Linkedin )

30.
PRODUCT
Network Invitations ( Linkedin )

31.
PRODUCT
Social Sharing

32.
PRODUCT
API Integrations ( Zapier )

33.
PRODUCT
Link your product ( Hotmail - Apple )

34.
PRODUCT
Incentives ( Transferwise )
F u n H a c k s | M a r c e l i n e A n d e r s o n

35.
PRODUCT
Organic ( Product works so nice ! )
F u n H a c k s | M a r c e l i n e A n d e r s o n

36.
F u n H a c k s | M a r c e l i n e A n d e r s o n
VIRAL
COEFFICENT OR
THE K VALUE
[K] > 1 MEANS YOU ARE GROWING
VIRALLY

37.
A/B TESTING
UX DESIGN - PRODUCT FIRST

38.
A/B TESTING
WHAT CAN BE TEST ?
• Product Features
• CTA's
• Content
• Copy
• Visual Media
• Site Navigation
• Forms
• Ads
• Emails
• Pricing

39.
CONVERSION
OPTIMIZATION
TOOLS
Split incoming traffic randomly and evenly
between variations
Set control mechanisms (cookies) to insure each
visitor in the experiment sees same variation
Track the goal conversion rates for each
variation
Report on tests
Show statistical significance of test results so
you know when a test is complete

40.
ANALYTICS
TOOLS
• General Analytics
• Event/People Based Analytics
F u n H a c k s | M a r c e l i n e A n d e r s o n

41.
I have not failed 10,000
times. I have successfully
found 10,000 ways that
won’t work – Thomas. A.
Edison
FINAL WORDS
T H O M A S . A . E D I S O N

42.
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