Par Antonin Cohen, Manager France @ HotelTonight.com lors du Growth Hacking Paris meetup — http://www.meetup.com/GrowthHackingParis

2. Hello!
@AntoninCohen
Manager France, HotelTonight
> 6 years growing users and sales for
startups in Europe and the US

3. 3 years
17 countries
9M downloads

4. 1 Foundation
menu
Product/Market Fit
2 Prepare the growth
Growth Hacker Funnel
3 Get users
The 3 P’s of user
acquisition

5. Let's start by the foundation

6. Growth
Transition to
Growth
Product/Market Fit
The Startup Pyramid
from Sean Ellis

7. Product
Market Fit
Paul Graham @Paulg
Founder of Y Combinator
“Make stuff that people want.”

8. 4 taps to find & book
Search
Book
Enjoy

9. Distribute your beta app
to a limited audience
as soon as possible

12. Prepare the growth

13. Optimize
Your Growth Hacker Funnel
Acquisition
Activation
Referral
Retention
Revenue

14. 50000
Growth Hacker Funnel
Exemple: Mobile Game
Improve
Activation First
2%
32%
1000
Launch
App
Acquisi(on
Signs up
Ac(va(on
0,5%
320
Reach
Level 3
Reten(on
16
In-App
Purchase
Revenue

18. The 3 P’s of
user acquisition

19. 3 ways to get downloads
Defined by Neil Patel
1 Push
Advertising, Promo Swap, Affiliation
à You coerce users to come to you
2 Pull Content Marketing
à You entice users to come to you
3 Product Referral program
à You use your product itself to bring
them to you

20. Push Promo Swap
Find companies to promote each other
Swap newsletter, tweets, Facebook post, contest…

21. Pull App Store Optimization
Content
Optimize the first 3 lines with strong call to action, keywords,
icon, screenshots, social proof
Reviews
Track every day and ask your friends to contribute!
Velocity
Push natural downloads with paid downloads on a short
period of times to get at the top of the App Store

22. Pull Get featured
Build a Great App
“Make stuff that people want.”
Follow the Guidelines
Design, Name of the app, Users Acquisition…
Utilize New Platform Features
iCloud, Passbook…
Make it Universal
iPhone, iPad, EN/FR/ES/DE/IT
Get in touch with Apple / Google

23. Apple featured
HotelTonight iOS7 version

24. Pull Press Relation
Research
Develop
Story
Angles
Create
Press
Kit
Build
rela(onships
Get
involved
Be
persistent

25. à Research
The right contact
1. Define what publications your target audience consumes
2. Focus on the journalists who write on your topic.
The pattern to guess an email
firstname.lastname@domain.com
firstnamelastname@domain.com
Gmail plugin Rapportive
1. Start with a list of possible email addresses.
2. Paste those into a new Gmail message.
3. Rapportive will scour the web to pull up social media profiles
for accounts linked to that email.

26. à Story angles & Press Kit
Right message to right media
Create Press Release dedicated to your target media: high
tech, consumer, your niche market…
Inside your Press Kit
Press release, icon, screenshots, promocode, links to
your social media, video, press page.
Old fashioned mail still works
Send your press kit with cool goodies to the top
journalists & influencers in your target audience.

27. à Build & Get Involved
Do your PR
Spend some times to reach out and create relationships with
top journalists. You are the expert: Share content about your
company, competitors and market.
Follow reporters on Twitter
Engage journalists with relevant messages on Twitter.
Be visible
Write articles and speak at events as much as possible.
Journalists are there to cover it, so it is a good opportunity to
get noticed!

28. à Be persistent
Use Gmail plugin Yesware
Find out who opens your emails.
Create the news
Plan a PR push related to your product every quarter. If you
don’t have any big news, create informative content for your
audience (i.e. survey, statistics).
Be current
Follow up when the journalist has the highest chance to be
interested by your topic (i.e. before holidays for travel app).

29. Product Referral program
Give away your product
Credits, storage, discount, feature, bonus, sample…
Win/Win incentive
User shares his user code and get credits when it’s used
Promote your referral program
Engage your audience and implement social APIs

30. UBER Referral Program

31. Product API Integration
Don’t force your user to login
They are already connected. Why ask again?
Get activity from social media
What my friends are doing on the app?
Send activity and invitations to social media
What I’m doing on the app? How can I invite my friends?
Don’t forget to update!
APIs evolve often

32. Bonus Be curious
Read as more as possible
Growth Hacking is a big community with and a lot of tactics
you will use tomorrow don’t exist today.
Connect and exchange
This is why you’re here.
Test and try, even if it sounds dirty at first
Bad buzz is still a buzz.
Optimize all the way
Never stop to analyze, optimize and test!

33. Bonus Cool tool for launch

34. Bonus Facebook Events Hacks