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Growth Hacking 101The event organizer guide
Startup Weekend Summit France - september 2013
by Willy Braun (@willybraun) & Oussama Ammar (@daedalium)
Growth hacking you said?
But what does that mean?
If you are a marketer that means...
Paid Owned Earned
Growth Hacking
If you are tech guy that means...
* remember x e^x
Convexity*
If you are a designer that means...
* if you are not a designer and want to understand search “Dieter Rams“ (or clic here)
Good design*
If your a CEO thats means
Using money for talent
In short
Growth hacking = always trying new things
Growth hacking = looking for efficiency
Growth hacking = looking for rapid growth
* that doesn’t mean you will work 5 times less
Growth hacking = 80/20*
So you want to scale fast?
Start with things that don’t scalehttp://paulgraham.com/ds.html
Growth Hacking1st step
1 build a hell of a team
understand your participants2
3 connect with influencers
4 build your (kickass) identity
You & your friends =/= TEH dream team
1 Build a hell of a team
Try only people you think you can’t reach
Balance between skills, networks and availability
Balance between seriousness & funkyness
Include in your team potential sponsors (private & public) & the accomodation provider
What are SW participants first fears?
Understand your participants2
What are SW participants motivators?
2 Understand your participants
How did they hear about your event?
2 Understand your participants
How long did they wait before actually buying the ticket?
2 Understand your participants
What made them move?
2 Understand your participants
Can you call at least 5 previous participants right now? Are they coming from different backgrounds?
Are there both students & working guys in your list?
2 Understand your participants
So you contacted lots of great people to speak about your event?
3 Connect with influencers
Oh. You send an e-mail.
3 Connect with influencers
How many actually talked about it?
3 Connect with influencers
Did they think it was special/important/awesome?
3 Connect with influencers
Did they feel pride to talk about it?
3 Connect with influencers
How well do you know them?
3 Connect with influencers
Do you know them personally?
3 Connect with influencers
3 Connect with influencers
Did you share a cup of coffee or a lunch with them?
Do you know what they worry about and what excite them?
3 Connect with influencers
is not your identity
Build your identity4
your identity =
Build your identity4
what you are/what you do
how you tell your story
Build your identity4
Vision
Conviction Justification
Pragmatism
Alright you started with things that didn’t scale...
build a hell of a team
understand your participants
connect with influencers
build your identity
Now let’s do things that DO scale
@willybraun
But before.. follow us!
@daedalium
Contacts at the end of the presentation
Growth Hacking2nd step
AARRR
AARRR
> Acquisition : making people hear about your event
AARRR
> Activation : get the potential attendee email
AARRR
> Revenue : make them pay*
* don’t offer free tickets to lower the noshow rate
AARRR> Referral : make the potential attendees speak about your kickass event
AARRR
> Retention : make them want to come back
Snipers & co> Step 1 : build a community> Step 2 : make them feel guilty in less than 1 hour if they don’t share> Bonus : don’t forget a small discount
ACQUISITION
Partnerships
ACQUISITION
> Offer them visibility/discount/special treatment
Newsjacking“Become the next Jean-Baptiste Rudelle“
ACQUISITION
Emailing
ACTIVATION
Pricing> Your average price is not the public price (A) but your first discount ticket (B)> “this is how it would cost (A), this is what you’ll pay (B)“
REVENUE
Good Pictures Sell
> A/B test and keep the best
ACTIVATION/REVENUE
The feeling of scarcity> Remember: if you want them to join, you need to make them dream of joining it. > The tickets will be available on monday at 11:00PM. After it will be too late.
ACTIVATION/REVENUE
Sheep Powa
34 incredible developers9 amazing designers
> Concrete* numbers
* concrete =/= true
ACTIVATION/REVENUE
Sheep Powa
Thomas, Cathy & John are attending.(If you can’t just use personas)
> Your friends
ACTIVATION/REVENUE
Story > “1039 people use successfully this product with“ is LESS powerful than the story of ONE user
ACTIVATION/REVENUE
Do you enjoy the presentation?
Let’s keep in touch!Clic on the yellow button
What’s the most effective?
“Startup Weekend gathers 100 entrepreneurs“A
What’s the most effective?“Startup Weekend gathers in one event 100 incredible entrepreneurs & change lives“B
What’s the most effective?“I attended Startup Weekend Toulouse in june 2009 and it changed my life. I met my co-founder, quit my job and raised 200K 6 months later“
C
D
“I attended Startup Weekend Toulouse in june 2009 and it changed my life. I met my co-founder, quit my job and raised 200K 6 months later“
What’s the most effective?Yes obviously the most effective one is D.But are you sure your communication doesn’t look like A?
One more thing
Do you want the ultimate secret of growth hacking for an event organiser?
Make an incredible event.
Ressources37 Signals part1 part2 part3
Lean Startup (book) - Eric Ries
Influence (book) - Robert Cialdini
Petit traité de manipulation (livre) - Jouffrois
The 4-Hour Workweek (book) - Tim Ferriss
Newsletters of Francedigitale, The Family & Brocooli
Willy BraunGM @ France Digitale - @willybraun
Director of eBusiness instruction - [email protected]
www.francedigitale.org - www.brocooli.com (subscribe to the newsletters!)
Authors
Oussama AmmarPartner @ The Family - @daedalium
Teacher - Sciences Po [email protected]
www.thefamily.co(subscribe to the newsletter!)
