The document discusses growth hacking, which is an experimental approach to marketing technology startups. It focuses on testing all available growth levers like user-get-user programs, leveraging massive platforms, optimizing onboarding, and using product features to drive growth. The key aspects of growth hacking are running experiments to understand what drives growth, prioritizing tests, analyzing results, and optimizing based on insights. Dropbox is given as an example of a company that used growth hacking techniques like a referral program to grow to 300 million users without traditional marketing.

1. Growth Hacking
The Human Operating System for
Marketing Technology
@seanellis
Sean Ellis
Aug 20th 2014
CEO of Qualaroo,
GrowthHackers.com
Twitter @seanellis

2. Startups Are Desperate
• Aggressive targets, tight resources
• Traditional approach not realistic
• Had to think of something else…
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3. Growth Hacking
• Experiment with all available growth levers
• Understand what’s drives growth, test to improve
• Heavy focus on product and optimization
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4. Potential Growth Levers
• User-get-user
• Massive platforms
• Onboarding
• Product
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5. Engineer User-Get-User
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6. Leverage Massive Platforms
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7. Onboarding: Optimize for Habits
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8. Distribute Via Product Levers
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9. The Growth Team
• Multi-disciplinary
• Cross functional
• Evangelize growth culture
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“Growth team” complements existing marketing team

10. @seanellis
Growth Hacking is Experiment
Driven Marketing

11. Goal: Increase Units of Gratification
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12. Experimentation Process
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1. Ideas
2.Prioritize
3.Test4.Analyze
5.Optimize

13. Inspiration for Ideas
• Knowledge Sharing, Voice of Customer, Referral Data…
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14. Insights Help Prioritization
• Quantitative/Qualitative insights
• Understand what’s driving growth,
double down.
• Prioritize high potential, high
probability, low effort
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15. Dropbox Example
• Freemium reduced allowable CPA
• Natural advantages to grow with
collaboration and sharing
• Catalyze sharing with double sided
referral program
• Optimize conversions on sharing loops
• 300 million users with no traditional
marketing
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16. 10 Other Growth Engine Breakdowns
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17. Questions?
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Thank You.
Sean Ellis
CEO of Qualaroo
& GrowthHackers.com
Twitter: @seanellis