Growth hacking workshop | Let's get started 2016

GROWTH HACKINGWORKSHOP | LET'S GET STARTED 2016

Frido van Driem | Head of Startup School @fridovandriem

WORKSHOP | LET'S GET STARTED 2016

OBJECTIVES

▸ Principles of growth hacking

▸ Model of growth hacking

▸ Process of growth hacking

▸ Tools


GROWTH HACKING?


AIRBNB | NIGHTS BOOKED IN MILLIONS

0

2,5

5

7,5

10

2008 2009 2010 2011 2012


AIRBNB TODAY


AIRBNB EARLY DAYS


EXPERIMENT | CRAIGSLIST


ROOMS POSTED ON CRAIGSLIST


GROWTH HACKING IS NOT ONE FANCY TRICK


PRINCIPLES OF GROWTH HACKING

▸ Have an awesome product

▸ It’s a team effort

▸ It’s a process

▸ Focus on what works for your company


WHAT WORKS FOR OTHERS WON’T WORK FOR YOU

YOUR PRODUCT IS DIFFERENT



YOUR BUSINESS MODEL IS DIFFERENT



YOUR DISTRIBUTION IS DIFFERENT

MODEL AND PROCESS OF GROWTH HACKING


GROWTH MODEL | AARRR FRAMEWORK

ACQUISITION

ACTIVATION

RETENTION

REFERRAL

REVENUE

How do users find us?

How are users activated?

Do users come back?

How do you make money?

Do users tell others?


OPTIMISE THE GROWTH ENGINE THROUGH EXPERIMENTS


BUILD A GOOD CHASSIS FOR YOUR GROWTH ENGINE


STEP 1. KNOW WHERE YOU ARE GOING! SET A GOAL!


AFTER GOAL IS SET TIME TO STEP ON THE PEDEL!


RUN CONTINUOUS EXPERIMENTS TO IMPROVE THE CAR

GROWTH IS EXPERIMENT DRIVEN MARKETING

6. SYSTEMIZE

1.BRAINSTORM

2.PRIORITIZE

3. TEST

4. IMPLEMENT

5. ANALYZE


GROWTH IS THE SUM OF ALL SUCCESSFUL EXPERIMENTS

THE ONLY TO WIN IS TO LEARN FASTER THAN ANYONE ELSE

Eric Ries



1. BRAIN STORM TO GENERATE EXPERIMENTS

▸ Observe

▸ Dive into the data

▸ “How are others doing it?”

▸ Question

▸ “Question brainstorming. Why? What is…How about this?”

▸ Associate

▸ “Connect the dots between unrelated things”

▸ Network

▸ “Join groups / ask fellow growth hackers for idea’s


2. PRIORITIZE

▸ PROBALITY

▸ LOW (20%) | MEDIUM (50%) | HIGH (80%)

▸ IMPACT

▸ “Comes from your hypothesis. Take into account long lasting effects”

▸ RESOURCES

▸ “Take into the actions that needs to be done by the company”


3. TEST

What is the minimum viable test to understand our hypothesises?


4. IMPLEMENT


5. ANALYZE

▸ IMPACT

▸ Results of the experiment

▸ ACCURACY

▸ How far or close are you from your hypothesis

▸ WHY

▸ “Why do you see the results that you did?”


6. SYSTEMISE

▸ PRODUCTIZE

▸ Improve the product as much as possible with technology and engineering

▸ PLAYBOOK

▸ For steps that can’t be done by technology.. create a manual

CIRCLE IS COMPLETE!

6. SYSTEMIZE

1.BRAINSTORM

2.PRIORITIZE

3. TEST

4. IMPLEMENT

5. ANALYZE

DON’T FORGET… WRITE DOWN ALL YOUR LEARNINGS


BUT WHAT CAN YOU DO TOMORROW?

Here are some amazing tools you can use directly


ACQUISITION TOOLEmailhunter

Find email addresses where you need them. Get email addresses on LinkedIn profiles or any website in one click.

EMAIL HUNTER


ACTIVATION TOOLHotjar

See where the bottlenecks are on your website. This tools lets you track how customers navigate on your website.


RETENTION TOOLZopim

Chat with your customers on your website. Get direct feedback and insights in the needs of your customers.


REFERRAL TOOLAmbassador

Lets you build an amazing referral campagne. Use this to get customers as word of mouth is very powerful.

TOOL CHEATSHEETAcquisition:

Sumome:

Similarweb

Ghostery

SpyFu

Adespresso

Activation: MixPanel

KISSMetrics

Typeform

CrazyEgg

Optimal Sort

Retention:

LiveChat Intercom Zopim

Referral:

Ambassador

Amplifinity

ReferralCandy

Revenue:

Marketizator Convert


CHECK LIST

▸ Define the long term strategy of the firm

▸ Define short term strategy of the firm

▸ Fill out AARRR Model

▸ Define OMTM per segment of AARRR Model

▸ Funnel analysis

▸ Based on finding define goal for coming 3 months + resources needed

▸ Create backlog and create experiment doc

▸ Write 3 Experiments in the document

▸ Put it down in backlog

IN GROWTH WE TRUSTTHANKS!

Frido van Driem | Head of Startup School @fridovandriem

[email protected]

mailto:[email protected]

Education

Growth hacking workshop | Let's get started 2016