The is a presentation I recently gave on Growth Hacking for start ups for the Start up Leadership Program, Bangalore chapter.

1. Growth Hacking :
Start-up Leadership Program, Bangalore
June 2016

2. + =
Adrian M Odgers Makeitso Project Scale & Growth

4. What is growth
hacking and
where did it
come from?

5. Growth hacking was coined by
Sean Ellis in 2010, to help him
hire replacements for
himself……
ppsssttt..he was the guy that
was in charge of Dropbox’s
growth and boy did they grow

6. That being said Growth hacking has been around
for a long long long time…..
We will have a little competition later on to see who
can name some of the earliest growth hacks

7. Growth hacking is a
set of tactics and best practices
for driving growth

8. Growth

9. Growth
Blogging
Podcasting
Whitepapers
Infographics
SEO
Landing pages
Behavioural
Distribution
Deal sites
Analytics
Push / Pull
Ads
Product
Product lifecycle

10. So how do you drive growth?

11. There is no magic bullet, damn it, if only…
That being said the key is….
wait for it!!!!!

12. 1. Define your objectives & actionable goals
2. Establish your personas and really
understand your audience
3. Map out your product lifecycle
4. Define tactics, align them to your product
lifecycle and customer personas and
experiment, analyse, optimise, repeat

13. The Pirate
Approach
Thanks Dave Mcclure
AARRR
1

14. !
!
1. Aquisition
Users come to your site from
various channels

15. !
!
2. Activation
Users enjoy their first visit

16. !
!
3. Retention
Users come back

17. 4. Referal
Users like the product enough to
refer friends

18. 5. Revenue
Users do something that allows
you to make money

19. The Growth
Hacker funnel
2
Thanks Neil Patel &
Bronson Taylor

20. 1. Get visitors
Users land on your site

21. 2. Activate Members
This is where the hard work starts
by turning visitors into members
and members into regular users

22. 3. Retain Users
This is where you keep providing
value to your regular users so
they keep coming back

23. What is a
growth hackers job?

24. To have a single minded focus on how to
move users from one state to the next to
drive growth

25. They use their knowledge of products and
distribution to find ingenious technology-
based ways (pushing the bounds of what
is expected) to drive growth

26. Not every growth hack
will work for your company

27. Growth hackers
experiment a lot

28. You often need to perform 15 – 20 tests in
order to find 1 – 2 major improvements

29. How to run
growth hacking
experiments?

30. There is no 100% right
way but there are a
couple different ways you
can do it:
• A/B testing
• Multi variant testing
• Running tactical tests

31. Let’s go into a little more
detail regarding how to
run A/B testing

32. Divide users into control
and test groups

33. Run your hack on the test
group and measure the
difference between the
two groups
This is called A/B testing

34. How do you measure
your growth hacks?

35. Conversion rate
# of people who do something
# of people who could have
Measure conversion at each
step

36. How does it work
with marketing?

37. As Growth hacking is defined as tactics to drive user
behavior and growth, it can be combined directly into your
overarching marketing plan through aligning it with:
• Campaigns
• Activities
• Tactical initiatives

38. Time for the competition!

39. In 1956 President Eisenhower enacted the Federal
Highway Act of 1956

40. This authorised the creation of 41,000 miles of
highways linking America at a cost of $25 Billion USD

41. So Ronald got to thinking……..Millions of Americans
driving on highways that don’t go through major cities…
Those guys are going to need to eat!

42. They started building MacDonald's next to highway exit’s

43. And sometimes on top of highways hhmmmmm

44. The results speak for themselves

45. In 1996 co-workers Sabeer Bhatia and Jack Smith
planned to start a company called JavaSoft

46. But they were afraid their boss would catch them, so
they built a web-based email system and Hotmail was
born

47. They raised $300,000 but their launch was
unimpressive as their growth strategy was to buy
billboards and radio ads, the same old stuff

48. But someone had a better idea

49. Put ‘PS: I love you. Get your free e-mail at Hotmail’
at the bottom of each e-mail

50. Within hours, Hotmail’s growth took the shape of a
classic hockey stick curve

51. They started averaging 3000 new users a day
Within 6 month they were up to
1,000,000 users

52. In one case, Bhatia sent one email to a friend in India

53. Within 3 weeks Hotmail had
300,000 users in India

54. When they sold to Microsoft 1.5
years after launch, Hotmail had
8.5 million users
(There were only 70 million internet users at the time)

55. Thank You
FOR YOUR TIME!
PREPARED BY
MAKEITSO PROJECT
Adrian M Odgers / Chief Digital Officer
Mobile : +91 9980622001
adrianmodgers@gmail.com

56. • Dave McClure – Start up metric for pirates
• Mattan Griffel – Growth Hacking: How startups growth from 0 to millions of
users
• Neil Patel & Bronson Taylor – The Definitive guide to growth hacking
References – a big thank you to