The Art and Science of Selling and

Growth Hacking

@yellif

Hacker

“A hacker is someone who seeks and exploits weaknesses in a computer

system or computer network.”

Wikipedia

“The hacker culture is a subculture of individuals who enjoy the intellectual

challenge of creatively overcoming and circumventing limitations of software systems to achieve novel and clever

outcomes.”Wikipedia

“The hacker culture is a subculture of individuals who enjoy the intellectual

challenge of creatively overcoming and circumventing limitations of software systems to achieve novel and clever

outcomes.”Wikipedia

Hack =

To cut or chop with repeated and irregular blows

Wikipedia

Life Hacking Culture Hacking

Flow Hacking Social Hacking

Growth Hacking

Life Hacking Culture Hacking

Flow Hacking Social Hacking

Growth Hacking

Life Hacking Culture Hacking

Flow Hacking Social Hacking

Growth Hacking

Life Hacking Culture Hacking

Flow Hacking Social Hacking

Growth Hacking

Life Hacking Culture Hacking

Flow Hacking Social Hacking

Growth Hacking

Hacking = A State Mind

Always looking for ways to make thing better

Openness to new ideas Curiosity to learn and teach

Not being afraid to fail Collaborative mindset

Life Hacking Culture Hacking

Flow Hacking Social Hacking

Growth Hacking

“Growth hacking is a marketing technique developed by technology

startups which uses creativity, analytical thinking, and social metrics to

sell products and gain exposure.”

Wikipedia

“What growth hackers do is focus on the “who” and “where more

scientifically, in a more measurable way. Whereas marketing was once brand based, with growth hacking it

becomes metric and ROI driven.”

Ryan Holiday Author

“The goal of every growth hacker is to build a self perpetuating marketing

machine that reaches millions by itself”

Aaron Ginn Silicon Valley Technologist

According to Sean Ellis you need to be:

A problem Solver Empathetic Analytical

Data-driven thinker Basic coder

Obessed learner

“Could you put a message on the bottom of everyone’s screen?”

Tim Draper American Venture Capital Investor

“Let’s be honest, a traditional marketer would not even be close to imagining this integration

- there’s too many technical details needed for it to happen. As a result, it could only come out

of the mind f an engineer tasked with the problem of acquiring more users on Craigslist”

Andrew Chen Author

The process of growth Hacking

The Startup Growth PyramidInventor of Growth Hacking Sean Ellis created this pyramid.

1. Product/Market Fit

• How do you know if people really want your product

• Ask them this question with the following rating scale:

• At least 40% of existing users saying „very disappointed“

The Startup Growth Pyramid: Product/Market Fit

How do you reach a Product/Market fit?

1. Do I have a problem worth solving?

2. Who are my (early) adopters?

3. What is my unfair advantage/solution?

4. Build an MVP, test your main assumptions

5. Qualitative learning + metric analysis

“When you are Before Product fit, focus obsessively on getting to product/market fit. Do whatever is required to get to product/market fit. Including

changing out people, rewriting your product, moving into a different market, telling customers no when you don’t want to, telling customers yes when you

don’t want to… whatever is required”

Marc Andreessen Entrepreneur & Software engineer

The Startup Growth Pyramid: Growth Preparation

1. Promise: Highlight the benefits described by your “must have”

users (those that say they would be very disappointed without

your product).

2. Economics: Implement the business model that allows you to

profitably acquire the most users.

3. Optimize: Streamline a repeatable, scalable customer acquisition

process by testing multiple approaches and tracking to improve the

right metrics.

The Startup Growth Pyramid: Growth

3. Growth

• Optimize your conversion rate

• Improve scalable customer acquisition

• Business model is validated

If all these are achieved, it is time to scale and invest!

Don‘t forget: Still go and test, test, test & track the right metrics!

Or Ask Your Customers:

What is it that brought you to this product? What is holding you back from referring

others? What’s missing? What’s Golden?

WORKSHOP Spend 8 minutes working through

your own business and working out what your customers would say

Acquisition sources & Tactics

Analysis of 56 milllion website visits:

70% of traffic comes from Google (50 times more traffic than Facebook is generating)

Desktop computer largest revenue driver (74% of revenues)

Tablet and mobile market growing -> your website needs to be responsive

Analysis of Website Traffic

• SEO (Search Engine Optimization) • SEM (Google Ads) • Facebook Marketing & Open Graph • Virality • Youtube • Blog & Podcasts • Content (ebooks, webinars etc.) • Influencers/Bloggers • Partnerships

• Affiliate marketing • PR (Press Relation) • Startup Contests • Events • Deal sites • Online Contests • Deal Sites • Web Scraping • Email Marketing

Acquisition Sources Overview

Acquisition Sources: Search Engine Marketing (SEM)

• In KeyWord Planner, select keywords depending on competition and bid

• Create your campaigns and ads

• Set your budget, taking into account your margin by product/service

• Analyze the data

• Optimize your campaign

• Be careful! You can loose a lot of money on Adwords – pay an expert or invest in

yourself to become one

• SEM will probably represent 30% of your traffic

Acquisition Sources: Facebook Marketing

• Check out: www.facebook.com/ads

• You can create an Ad to send people to your website & track conversions

• Integrate the SEO Facebook Open graph meta tags to all of your pages!

• Facebook marketing is very efficient as it is targeted at people with a very

specific demographic and personal profile

Acquisition Sources: Content (ebooks, webinars etc)

• A perfect way to build your authority

• Could be a call-to-action on your website. Example:

• „Sign up to receive 5% off“

• A good way to have some qualitative backlinks

• Backlinks are good for Search Engine Optimization

75 890 2 486

8 Influencers

Influencer Marketing

1,892,213

Outcome:*** Reached #1 in Swedish App store ***

*** CPD reduced by 50% ***

+Social shopping app

Influencer marketing platform

=

Influencer Marketing

Exclusivity

Social Sharing

Refer a friend

Targeting niche audiences

Bring unique aspects of brand to life

Newsletters are the new blogs

Tools and Metrics

Growth Hacking

The Cash Addiction Model

10.000 people reached

100 clicks to your website

2 conversions

Margin = 120$

Click-through rate. Example: 1%

Conversion rate. Example 2%

Margin per conversion. Example: $120*50% = 60$

You make money if Cost per click (CPC) Is below $ 1.20

• Simple calculation model to show how much can be spent for generating leads and converting

customers

Growth Hacking

Key Performance Indicators (KPIs)CAC – Customer Acquisition Cost

Conversion Rates

Repeat visitor Ratio (RVR)

CLV – Customer Lifetime Value

K-factor (virality factor)

CAC = Marketing Costs / Number of Customers acquired

CR = Number of conversions / number of visitors

RVR = % of users with X + visits in Y days after first visit

CLV = MR * GMR * Lifespan MR – Avrg. Monthly Revenue per Customer

GMR – Avrg. Growth Margin Rate per Customer Lifespan – months customers on avrg stay

K = i * conversion percentage I = avrg. Number of invites sent by one customer

Example of using these tools

Create a landing page about a product or an opportunity that you may have discovered

• Google Analytics – analyzes how users find you, where they are from etc. etc.

• Unbounce – offers great abilities to test several versions of a website/app

simultaneously

• Survey Monkey – Use Forms or questionnaires to find out more critical data about

your customers

• Colibri - shows you where your customers are engaging online so that you can insert

yourself into relevant conversations.

WORKSHOP Where do you think the growth

hacking opportunities are in your business?

WORKSHOP Plotting your customer journeys

HOMEWORK

What can we learn from the way that kickstarter works?

Present a growth hack for your business

What? Why?

How are you going to measure it?

Customer retention

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