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@AlexJubienMobile Strategist
ThinkMobile.fr
Pioneer of mobile 12 years ago
Apps & Mobile Startups expert
Previously Head of Mobile at Viadeo
Previously Head of Mobile at Deezer
Mobile Strategist, Speaker, Lecturer, Trainer, Startups Coach & Advisor
And also, in 2005/2006, I screwed up my startup
But since, a lot of theory appeared…
What is a Start Up?
Standard company
Linear growth
Revenue / users
Time
Startups
Airbnb & Uber
Exponential Growth
Revenue / users
StartUp
Time
Goals
Product / Market fit Gr
owth
Revenue / users
Time
C’est quoi le Product / Market fit ?
https://www.youtube.com/watch?v=WkoYtenAZMs
Goals
Revenue / users
Grow
th
Time
Product / Market fit
Methodologies
Lean Startup / Customer
Development Grow
th H
acki
ng
Revenue / users
Time
Growth Hacking?
& PSYCHOLOGY
Growth Hacking
Hotmail
• Founded in 1996 by Sabeer Bhatia & Jack Smith,
immediate Product / Market fit
• Raised 300 K$, spending in billboard & radio ads
• Was growing slowly (10K users)
• Investor Timothy Draper came with an idea…
PS: I love you
6 months => 1 million users
Warning: it does not last forever
Most Growth Hacks ‘Expire’ Over Time
mainly due to
overuse / abuse
But expired growth hacks still can be used creatively
Warning: it does not last forever
YouTube embed
YouTube embed
• Let people easily embed videos
• Made it the best way to share
• Every embed is sort of an ad for YouTube
• Supply side hack: used Craigslist to source
listings and emailed the home owners
/
• Demand side hack = button
« also publish on Craigslist »
• Links on Craigslist were pointing
back to Airbnb
/
• Users LOVE it - Product / Market fit
• 0 to 100K users in 2 years
• To acquire 1 user by paid channels, it
costs 200$ to 400$
Yourself, how did you discover Dropbox?
/ referral
• 100K users to 4 million in
15 months
#FrenchTech
PR = Press Relation
PR = Page Rank
6
(went up to 8!)
PRs + SEO
Artists, albums, playlists, tracks, …
PRs + SEO
Artists, albums, playlists, tracks, …
Download Deezer
Launch App
Social2App
App Store
App
acqu
isition
retention
Viral Loop
App Store
App
acqu
isition
retention
Get your users advertising for you
?
• 2 billions searches on Google per day
• Hot topics for young people - it’s always on
• What if you could predict the trend and
create content on the fly to match it?
• Page Rank 6
So, how did you discover
LeBonCoin?
Virality Is All About Word Of Mouth
• Hard to generate artificially
• Sharing on social networks = digital version of WoM
• Mutual benefit for sharer and viewer
• How psychology behind WoM works
AARRR
Rallying cry
AAR R R III...
AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates
AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
How do users find us?
Do users have a great 1st experience?
Do users come back?
How do we make money?
Do users tell others?
REFERRAL
ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope
Growth: Spread The Love
• Acquisition is not (just) about buying users!
• Organic: Spend 0, Get Some
• Paid: Spend 1, Get 1
• Growth hacked: Spend 1, Get Many!
Action
Measure it
• 1 sentence
• 1 conversion rate
• Or maybe 2 for each
But we don’t have data!
• 1st, define what you need
• Try to find a way to measure it
• If no data or if not feasible to use it
=> Data don’t talk - people do
Listen
So far, are you enjoying
this talk?
Would you
recommend it?
1-‐Acquisition People who visited the SPN event page 100 %
2-‐Activation People who registered on Eventbrite People who actually came up
? ?
3-‐RetentionPeople that are still here / mid talk (some may have run away already!)
People ready to come next time?
4-‐Referral People who would recommend it ?
5-‐Revenue Who’s gonna pay me a drink? :-‐)
To listen, you need to ask 1st
(Example from ASO world - App Store Optimization)
Stop Begging For Ratings & Reviews
The right way to ask users to review your app
ASO: Hack Ratings
ASO: Hack Ratings
The right way to ask users to review your app
LeKiosk use case
!!!
Native Prompts
Ratings
And Sharings!
25% 75%
And on the web?
How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
NPS - Net Promoter Score
• Please rate our service from 1 to 10 • How likely are you to recommend our service to your peers? 1 (never) -10 (very likely)
Ask people that are likely to recommend you to effectively do it!
(rating, sharing, testimonial, referral…)
‘Listen’ tools
• Symmetric bonuses - « Give 10£, Get 10£ »
• Streamline and optimize the whole flow
• Choose the right moment to push it
Referral Program
Slides - Optimize your referral flow
Landing Pages
Apps’ landing pages
Tonight
KissMetrics
• Great tool (analytics)
• Great blog - link
• Great Slideshare - link
• A beginner’s guide to landing pages - link
Tools
A/B Testing
http://fr.slideshare.net/_TheFamily/growth-‐hacking-‐paris-‐21/
http://fr.slideshare.net/_TheFamily/growth-‐hacking-‐paris-‐21/
http://fr.slideshare.net/_TheFamily/growth-‐hacking-‐paris-‐21/
Hack Expectation
Coming Soon
• Collect leads / email addresses
• You’ll email them at launch
People Want What They Can’t HaveScarce access and curiosity can make it viral
Invite people for earlier access
Invite only!
Elements of a viral launch page
Inbound Marketing and Email
Content Is King
Content
• Create value / solve problem for your users
• Mix of your content and curated content
• Blog / SEO
• FB-Twitter-Linkedin-G+ & Slideshare
• Email / Newsletter
• Your visitors might never come back
• Convert them into subscribers
• Email Marketing Guide - link
• Content upgrade - link
Build your email listPopups, Exit popup
Automation & Tools
Automation tools
Social media
GrowthTools.io
GrowthTools.io
Resources
Books
Communities / sources
• GrowthHackers.com
• GrowthHacking.fr
• GrowthTribe.io
• Deux.io
• Meetup Growth Hacking Paris
Read
• Growth Hacking - mindset, framework and tools - slides
• Growth Hacking Quick Wins - slides
• 21 user activation hacks you need to know - article
• 29 B2B Growth Hacks - The ultimate list
• The ultimate growth hacking sourcebook
So, did you like this talk?
Feedback (just send me an email)
Share (useful for others!)
Could be better… Definitely!
ThinkMobile Newsletter (Mobile, Innovation, Startups)
ajubien @AlexJubien
Alex JubienMobile Strategist
ThinkMobile.fr
