Growth Hacking for 2017Fracking

Suneet Bhatt Co-Founder, Anaiya and Jaan

Chief Growth Officer, Help Scout

Five Things to Think About(before you can take all that other Growth advice)

Suneet Bhatt Co-Founder, Anaiya and Jaan

Chief Growth Officer, Help Scout

“mama-say-mama-sa-mama-coosa” advice

too high to get over

too low to get under

Thing 1: Practical Growth (aka Keeping it Real)

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Thing 2: Customer Experience (aka Many Eggs, Many Baskets)

Thing 3: 99 Metrics, 100% Clarity (aka Shania Twain it Up)

99

99Luft Balloons?

99Problems?

99Wayne Gretzky?

99Growth Metrics

Total Unique Visitors New Unique Visitors

Total Subscribers New Subscribers Inbound Leads

Marketing Site Visitors Free Plan Signups

Trial Signups (Overall/Plus / Standard) Sales Pipeline > 50%

Evaluator to Trial Signup % (Overall/Plus/Standard) Evaluator to Free Signup % Free to Paid Conversions

Free to Paid Conversion %Trial to Paid Conversions

Trial to Paid Conversion % Beginning of Month MRR

New MRR (Plus/Standard/Free) New MRR (Direct/Customer Dev Total/Inbound/Outbound/% Engaged)

Expansion Revenue (Total/Plus/Standard/Free) Compression Revenue (Total/Plus/Standard/Free)

Inactive Revenue (Plus) Inactive Users (Plus)

Revenue Churn (Downgrades to Free/Plus/Standard) Revenue Churn (Cancelled/Plus/Standard/Free)

Total Unique Visitors New Unique Visitors

Total Subscribers New Subscribers Inbound Leads

Marketing Site Visitors Free Plan Signups

Trial Signups (Overall/Plus / Standard) Sales Pipeline > 50%

Evaluator to Trial Signup % (Overall/Plus/Standard) Evaluator to Free Signup %

Free to Paid Conversions & %Trial to Paid Conversions & %

Beginning of Month MRR New MRR (Plus/Standard/Free)

New MRR (Direct/Customer Dev Total/Inbound/Outbound/% Engaged) Expansion Revenue (Total/Plus/Standard/Free)

Compression Revenue (Total/Plus/Standard/Free) Inactive Revenue (Plus)

Inactive Users (Plus) Revenue Churn (Downgrades to Free/Plus/Standard)

Revenue Churn (Cancelled/Plus/Standard/Free) Churn % of MRR Net MRR Churn

Delinquent Payments/Credits/Refunds/Promos New New MRR

MRR End of Month New Prepaid Revenue

Prepaid Revenue Applied Outstanding Total Prepaid Revenue New Prepay Applied

Prepay Applied Total MRR/Cash/Growth/Budget/Traction Against Budget

Active Customers (Paid & Free) Paying Customers

New Paying Customers (Plus/Standard/Free) Company Churn (Cancelled & Downgrade: Free/Standard/Plus

Churn % Growth

New Free Customers New Paying Customer ARPC/Existing Customer ARPC

Marketing Spend Growth Salaries

Cost Per Trial/Acquisition Cash Beginning of Month

Financing Net Income/Loss

Cash Balance and Burn

945Core Metrics

Diagnostic or Context

Wi-Fi(ve)?

Brief Fade Away from Black

Tightening our Legs in a More Balanced Way

Uniques Evaluators Trialers Engagers Customers

Tightening our Legs in a More Balanced Way

Uniques Evaluators Trialers Engagers Customers

Felt Coasters

Fade Back to Black

945Core Metrics

Diagnostic or Context

-75% Marketing Spend

-20% Staff

+33% Unique Visitors

+30% Marketing Site Visitors

+50% Trials

+25% M-o-M Growth

+40% Churn Reduction

100% ClarityOwnershipAccountability…

100% ClarityOwnershipAccountability…and credit.

To be honest? I’m a liar.

Quantityuality

Thing 4: Guiding Principles (aka Luda, MJ, and Fukuyama)

Point of Conversion

(Moon)walk it back

Next

:

I got woes, In different ratios,,,

And then

Mr. GROWBOT

whereuat?

Thing 5: Moment of Truth (aka Dickens meet Silverstein)

It was the best of times, It was the worst of times, It was the age of wisdom,

It was the age of foolishness, It was the epoch of incredulity,

It was the season of light It was the season of darkness,

It was the spring of hope, it was the winter of dispair.

Build

Commercialize

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In Summary…

1) Keep it Real2) Place Many Eggs in Many Baskets

3) Shania Twain it Up 4) Remember Ludacris, MJ, Fukuyama, and Mr Robot5) Read Dickens and Silverstein, Don’t Live Them

One Last Thing…

“Any woman can be a mother, but it takes a

special one to be married to your father.”

- Me (to my kids)