Presentation from Swedish Growth Hackers Meetup 23/4. + Let’s talk growth + Growth engines + Growth hacking + Growth sweet spots

1. growth hacking
Elia Mörling
Swedish Growth Hackers Meetup 23/4
@TRIBALING
ELIA@TRIBALING.COM
LINKEDIN.COM/IN/EMORLING

2. Help crowdfund the
growth Hacker deck
HTTP://GROWTHHACKERDECK.COM/

3. The world’s first wearable private cloud
REVAULT.IO

4. overview
• Let’s talk growth
• Growth engines
• Growth hacking
• Growth sweet spots

5. LET’S TALK
GROWTH

6. build it
& they will come
source: http://www.terminally-incoherent.com/blog/2013/11/04/what-

7. Gabriel Weinberg
Justin Mares
almost every failed startup has a
product. what failed startups don’t
have are enough customers

8. QUICK FIX

10. SYSTEM

11. SYSTEM
★ Improvable
★ Repeatable
★ Teachable
★ Sustainable

12. MICAH BALDWIN, mentor at techstars and 500 startups
in the absence of big budgets,
startups learned how to hack the system

13. growth curve

14. startup growth curve

15. what do you need
to do growth hacking?

16. Tidala great product

17. Tidal not because you
say, but because your
users doa great product

18. in ebb, not flow

19. the 4 hour chef
300,000 downloads in the first week
85,000 visits to Amazon book page

20. moving the needle
Hyper
growthGrowth
Traction
Product
market fit
Discovery

21. starting small
Hyper
growthGrowth
Traction
Product
market fit
Discovery

22. growing big
Hyper
growthGrowth
Traction
Product
market fit
Discovery

23. mind the trap
Hyper
growthGrowth
Traction
Product
market fit
Discovery
X
X

25. growth hacking
• Growth is seldom a hockey stick
• Never slap lipstick on a pig
• Adjust your growth tactics to your growth stage

26. THE GROWTH
ENGINE

27. a system of
interconnected recurring activities

28. startup framework
for founders
aarrr

29. CUSTOMER JOURNEY
HEAR ABOUT

30. BEFRIEND
CUSTOMER JOURNEY
HEAR ABOUT

31. BEFRIEND
CUSTOMER JOURNEY
HEAR ABOUT
COME BACK

32. BEFRIEND
CUSTOMER JOURNEY
HEAR ABOUT
COME BACK
SHARE

33. BEFRIEND
CUSTOMER JOURNEY
HEAR ABOUT
COME BACK
SHARE
BUY

34. CUSTOMER STATE
HEAR ABOUT
aware
interest
BEFRIEND
desire
trust
COME BACK
satisfied
SHARE
passionate
BUY
convinced

35. AARRR
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

36. THE BIG 5
★ How do we create awareness and interest?
(Acquisition)
★ How do we build trust and desire, so that we can
build relationships? (Activation)
★ How do we get them to come back? (Retention)
★ How do we get them to share about us? (Referral)
★ How can we earn more money? (Revenue)

37. acquisitionthe growth hacking card deck

38. retentionthe growth hacking card deck

39. referralthe growth hacking card deck

40. ACQUISITION
# visitors
ACTIVATION
# list members
RETENTION
# returning
REFERRAL
# referred
REVENUE
# $$$
KPI

41. LANDING
PAGE
PRODUCT
VIRAL LOOP
CONVERSION
THE PARTS
SEGMENTATION
CHANNELS
MESSAGING
FU
N
N
EL

42. Growth engine perks
★ Interconnected recurring activities that help us
grow
★ Constant improvements through hack, measure,
learn
★ Escalates our learning
★ Efficient time and money spending
★ Bridging strategy and tactics

43. THE GROWTH
HACKING ROUTINE

44. what do devs do when
faced with a large task?

46. break it down

48. sprints
2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w

50. HACK
MEASURELEARN

51. HACK
MEASURE
experiment
KPI
hypothesis
baseline
analysis
LEARN
pivot/preserve

52. agile growth development
2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w

53. What happens on each orange line?
2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w 2w

54. recurring growth
hacking meeting

55. ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
1. MONITOR
+25 referrals
-100 returning
users
+10 customers
+50 signups
+1000 visitors

56. 2.analyze
+1000 visitors

57. 3. preserve?
+1000 visitors

58. ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
4. SELECT FOCUS
+1 ambassadörer
-10 återkommande
+3 kunder
+5 signups
+100 besökare

59. 5. design hacks

60. meeting agenda
1.Monitor KPI
2.Analyze
3.Preserve?
4.Select focus
5.Design hacks

61. growth hacking perks
★ We can constantly improve our growth engine
★ We can experiment, and still minimize risk
★ Focus on what matters the most, so that we spend
our time and money wisely
★ A routine that can be practiced and taught

62. summary
★ A growth engine is a series of interconnected
recurring measured activities that help us grow
sustainably
★ Growth hacking uses hack-measure-learn to
continuously improve our growth engine with
minimal time, effort and risk

63. SWEET SPOTS

64. CAC < LTV
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

65. BRAND COMMUNITY
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

66. VIRAL LOOP
1
2
ACTIVATION
RETENTION
REVENUE
REFERRAL
ACQUISITION

67. www.growthhacker.tv
Communities
www.growthhackers.com
Facebook group

68. podcasts
the growth hacking podcast
the call to action podcast
growth onion
I love marketing

69. books
Contagious
Growth engines
Traction
Lean customer development

70. HTTP://GROWTHHACKERDECK.COM/

71. let’s be friends
@TRIBALING
ELIA@TRIBALING.COM