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@Growthhackasia (Growth Hacking Asia)
Get Ready for a Hockey Stick
Style Growth Adventure
@Growthhackasia (Growth Hacking Asia)
The Birth of an Idea
So they built a web-based email system
2 entrepreneurs were afraid their boss would
read their emails
@Growthhackasia (Growth Hacking Asia)
…and was born
The Birth of an Idea
@Growthhackasia (Growth Hacking Asia)
But Hotmail’s Launch was Unimpressive
Their growth strategy was to buy billboards and radio ads
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But their Investor had a Better Idea...
@Growthhackasia (Growth Hacking Asia)
The Power of Referrals
@Growthhackasia (Growth Hacking Asia)
This is Not a One Off Story!
@Growthhackasia (Growth Hacking Asia)
@Growthhackasia (Growth Hacking Asia)
@Growthhackasia (Growth Hacking Asia)
@Growthhackasia (Growth Hacking Asia)
@Growthhackasia (Growth Hacking Asia)
@Growthhackasia (Growth Hacking Asia)
Why did they succeedwhen so many other startups failed?
@Growthhackasia (Growth Hacking Asia)
@Growthhackasia (Growth Hacking Asia)
What is Growth Hacking
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Why Growth Hacking?
• Startups tend to have limited resources so they need to be creative to acquire new users and retain them
• Traditional marketing channels are expensive and saturated
• Most startups focus heavily on product but another real challenge is with distribution
@Growthhackasia (Growth Hacking Asia)
It’s not About Tactics
What tactics should I use to grow my business?
It’s not about TACTICS
It’s about PROCESSES
@Growthhackasia (Growth Hacking Asia)
Understanding Growth
GROWTH = SUM of (1 + 2 + 3 +…)
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The Growth Hacking Funnel
@Growthhackasia (Growth Hacking Asia)
Acquisition = getting people to come to your site
User Acquisition
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Example: AirBnB
@Growthhackasia (Growth Hacking Asia)
Activation = getting people to take the required action, e.g. purchase, sign up
User Activation
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Example: AirBnB
Listings with high quality photos received 2-3x more bookings AirBnB invested in professional photography
@Growthhackasia (Growth Hacking Asia)
Retention = getting users to come back to your site
User Retention
@Growthhackasia (Growth Hacking Asia)
User Retention Through Email Marketing
@Growthhackasia (Growth Hacking Asia)
Referral = getting active users to refer others
Viral Referral Loop
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Referrals increased bookings by 25% in some markets
AirBnB’s Referral Campaign
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Revenue = monetising active users
Revenue
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@Growthhackasia (Growth Hacking Asia)
AcquisitionYou hear about Quora after a friend posts a question from
Quora on Social Media
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@Growthhackasia (Growth Hacking Asia)
Acquisition
Activation
You are asked to sign up to read the content
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@Growthhackasia (Growth Hacking Asia)
Acquisition
Activation
Retention
You receive weekly digestemails with questions and
links back to the site
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@Growthhackasia (Growth Hacking Asia)
Acquisition
Activation
Retention
Once you’re back, Quoraencourages you to read
related questions
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@Growthhackasia (Growth Hacking Asia)
Acquisition
Activation
Retention
Refe
rral
…and share questions through social media
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@Growthhackasia (Growth Hacking Asia)
The Growth Hacking Process
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Rigorous Process of Experimentation
Brainstorm
Prioritize
TestAnalyze
Systemize/ Playbook
@Growthhackasia (Growth Hacking Asia)
Brainstorm
Focus on Inputs, not Outputs
Example: Activation Rate = Step 1 + Step 2 + Step 3
Output InputInput Input
@Growthhackasia (Growth Hacking Asia)
Prioritise your Ideas
Prioritize
1) Probability of Success
2) Impact
3) Resources
@Growthhackasia (Growth Hacking Asia)
Test
Run Minimum Viable Test (MVT)
For example by using:
1) Landing pages
2) A/B Testing Tools
3) Etc.
@Growthhackasia (Growth Hacking Asia)
Understand and Document Test Results
Analyze
1) Impact (results)
2) Accuracy (how close to hypotheses?)
3) Why?
@Growthhackasia (Growth Hacking Asia)
Build it into Your Product (no more MVT)
Systemize/Playbook
If experiment was successful:
1) Systemize (build into your product)
2) Playbook (if it can’t be systemized, create a manual)
@Growthhackasia (Growth Hacking Asia)
Recap: Process of Experimentation
Brainstorm
Prioritize
TestAnalyze
Systemize or Kill
@Growthhackasia (Growth Hacking Asia)
Visit Us: http://growthhackingasia.comSay Hello: [email protected]
