Growth hackers are the new VP of Marketing. Here we discuss case studies of growth hacking, conversion funnel, AARRR. We also pull out principles of growth hacking and potential sources of traffic. Youtube video can be found here: https://www.youtube.com/watch?v=rpDxe3W1P7U This presentation was for China Australia Millennial Project in 2015.

1. Introduction to
Growth Hacking
Matthew Ho, Tapmint
China Australia Millennial Project

2. Who am I?
Matthew Ho
•Head of Product / Online Marketer at Tapmint
Team behind Native Tongue
• First winner of Startup Weekend in Australia
• 4 language & word game apps
• 500,000 downloads

3. Over time, all marketing
strategies result in
declining click through
rates
- Andrew Chen (remixed)
Law of Declining Click throughs

4. Growth Hacking
are techniques for
optimising user
growth using cost
effective marketing
channels.
Growth Hacking is the New VP of Marketing

5. “ Growth hackers are a hybrid of marketer
and coder. ”
- Andrew Chen, andrewchen.com
“Growth hacking is a mindset more than a toolset.”
- Dan Martell, Clarity
Noteable Quotes

6. AARRR

7. AARRR from Dave McClure

8. AARRR - Customer lifecycle
Acquisition - How do users find out about it?
Activation - Do users have great 1st experience?
Retention - Do users come back?
Revenue - How do we make money from users?
Referral - Do users tell others?
AARRR!

9. Case Studies

10. My eBay Store

11. Cross post to Gumtree

12. Cross post to Trading post

13. There must
be an easier
way!

14. Case Study 1: airbnb
Craigslist integration
Even though Craigslist had no API!

15. Case Study 1: airbnb
• Realised craigslist was a distribution platform
for airbnb listings
• Could post a listing from Airbnb to Craigslist
• When a craigslist user wanted to enquire about
the property or transact, had to go to Airbnb and
signup
• Required someone technical to implement that
integration

16. Case Study 2: PayPal
BUT they also solved painful
payment problems on eBay
eBay was their main
distribution platform
Paypal used bots that
contacted eBay merchants

17. Case Study 2: PayPal
Principles
1. Piggybacking
2. Simulation of demand - created the
appearance of popularity
3. Solved a problem for eBay platform
It was better than other payment solutions on eBay
Created a self reinforcing behaviour as more
merchants adopted it and consumers wanted it

18. Case Study 3: Angelleak
• Angelleak is a “hot or not” for startup
investors.
• We needed to get a lot of profiles on startup
investors
• The biggest source was Angellist
•No official way to get investor information
• But this didn’t stop us!

19. Case Study 3: Angelleak
The AngelList API doesn't have investor
information
Can't scrape the page search result pages
We created a way to recreate the page and
scrape it

20. Case Study 3: Angellist
Message: Do you have an idea that would
make Angellist better? Want to implement it?
We’re always hiring!

21. Case Study 3: The final result – Angelleak.com
http://angelleak.com (no longer up)

22. Case Study 3: Angelleak leaderboard
http://angelleak.com/leaderboard

23. Case Study 4: How LinkedIn retains users

24. Case Study 4: How LinkedIn retains users

25. Case Study 4: How LinkedIn retains users

26. Case Study 4: How LinkedIn retains users

27. Case Study 5: How Uber gets referrals for new customers

28. Engineering + Marketing
Comes from mind of an engineer &
online marketer tasked with the
problem of acquiring more users.

29. Principles of Growth Hacking
1. AARRR
2. Be one of the first. Create. Experiment. Hack!
3. Piggyback on another platform:
● Where you can solve a problem for that platform
● Underlying users are the same
● Not yet exploited

30. Principles of Growth Hacking
4. Google isn’t the only source of traffic
a. Ebay
b. Pinterest
c. Twitter
d. Facebook
e. Reddit
f. HackerNews
g. Alibaba
h. WeChat
i. Weibo
j. Email
k. Online forums

31. Principles of Growth Hacking
5. It works and then it doesn’t.
● Always be on the lookout for new methods of
growth.
● Only the opportunistic & paranoid survive.

32. Principles of Growth Hacking
6. Look for scaleable, repeatable distribution.
7. Initially do it manually. Then have process automated
by engineering.

33. AARRR!

34. AARRR is based on the conversion funnel model

35. Questions?
Matthew Ho, Native Tongue Apps
Twitter: @inspiredworlds
Blog: http://inspiredworlds.com
Email: hello@tapmint.com

36. Resources
About Matthew Ho
The Law of Shitty Clickthroughs
Growth Hacker is the new VP of Marketing
How Paypal and Reddit faked their way to traction
Stealing Traction: How Youtube, Paypal, StumbleUpon
and AirBNB grew through piggybacking
Willix Halim: My top five “Growth Hacking” techniques
Dave McClure: Startup Metrics for Pirates