The document provides an overview of growth hacking fundamentals. It begins by defining growth hacking as a process-driven approach focused on rapid experimentation to drive product growth, rather than just tactics or user acquisition. It discusses when growth hacking is most applicable and examples of common growth drivers like user acquisition, activation, referral, and retention. The document concludes by outlining the typical growth hacking process of identifying metrics to optimize, developing hypotheses, running experiments, analyzing results, and systematizing learnings.
2. AGENDA
1. What is Growth Hacking?
a. Growth Hacking Misconceptions
b. Growth Hacking - The Real Deal
2. When to Growth Hack?
3. Examples of Growth Drivers
4. How to get started with the Growth Hacking Process?
6. GROWTH HACKING MISCONCEPTIONS & THE REAL DEAL
Misconceptions:
● Growth Hacking = Digital Marketing
● Copying “Growth Hacks” Works
● Growth Hacking Is About Tactics - Finding a Silver Bullet
● Growth Hacking = User Acquisition
What It Really Is:
● Product as Growth Driver
● Experimentation & Rapid Testing
● Process Driven Approach
9. “How this startup grew from 250 to 5,000 users in 24 hours with this simple
growth hack”
Some of the top posts in growthhackers.com:
● How we Figured Out What Makes People Love Ghost 1,000% More
● 15 Twitter Hacks That Will Turn You Into a Twitter Ninja
● 10 Brilliant Marketing Stunts That Put Startups On The Map Read
● The 3 hacks that got SpringSled 138,790 users in less than 40 days
● How to Gather 100,000 Emails in One Week (Includes Successful Templates,
Code, Everything You Need)
GROWTH HACKING MISCONCEPTIONS
12. “Growth Hacks” can’t be duplicated, there are too many variables:
● Different audiences
● Different contexts
● Different products
● Different user experiences
● Different motivations
● Different times
● Etc.
COPYING GROWTH HACKS
32. Viddy is a social video application that enables its users to capture,
edit, and share videos, photos, and collages with friends.
EXAMPLE: VIDDY
33. EXAMPLE: VIDDY
‘The Instagram For Video’
Celebrity users like Mark Zuckerberg, Justin Bieber, Snoop Dogg, and T-Pain
Funding
Raised $30 million in May 2012
Valued at $370 million
Investors like Twitter co-founder Biz Stone, Shakira, and Jay-Z's Roc Nation
40. The Aha! moment
Many leading tech companies have promoted “aha moments”—the instant a
user understands the value of their product—as a key to growth.
Credit: Chamath Palihapitiya and Facebook’s “aha moment”
41. → Facebook’s ”5 friends in 10 days” insight
PRODUCT AS GROWTH DRIVER
44. HIGH TEMPO TESTING
→ Growthhackers.com grew from 90,000 MAU to 152,000 MAU in eleven weeks without
spending a dollar on advertising or increasing the size of their growth team
HOW?
● Including all stakeholders (interns, community members, developers, growth team,
etc.) in ideation brainstorming
● Kicking off 3 experiments per week
EXPERIMENTATION AND RAPID TESTING
55. GROWTH STAGES - GROWTH
Problem-Solution Fit Product-Market Fit ScaleGrowth
● Identify repeatable, scalable user acquisition channels
● Identify your must-have user experience and maximise % of users that gets there
● Develop viral loops
● Set up retention mechanics
● Focus on 1 metric and optimise 1 stage of the funnel at a time
56. 1) User Acquisition
○ Platform Integrations
○ Embeds
○ Powered by
○ Free Tools
○ SEO (Landing Pages)
○ Affiliate Programs and Partnerships
2) Activation
○ Data Driven Growth
3) Referral
● Virality
4) Retention
● Community
GROWTH DRIVERS
82. DATA DRIVEN GROWTH
ChenLi Wang, who runs growth at Dropbox, has noted that the best indicator of
whether someone will continue using Dropbox is when they put at least one file
in one Dropbox folder.
93. HOW TO GET STARTED WITH THE
GROWTH HACKING PROCESS?
4
94. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve and develop OKRs
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
96. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
97. FOUNDATION 1: IDENTIFY METRIC TO IMPROVE
Example: Hello Bar Funnel
→ Low installation rate
98. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
99. FOUNDATION 2: COLLECT DATA
Example: Hello Bar
Identify the Problem - Why don’t people install?
100. FOUNDATION 2: COLLECT DATA
Example: Hello Bar
Identify the Problem - Why don’t people install?
104. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
105. 1) Test 2 different value propositions
2) Offer more installation options
3) Redesign the Hello Bar
4) …..
BRAINSTORM IDEAS
106. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
108. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
109. STEP 4: RUN THE EXPERIMENT
Example: Hello Bar
New Work Flow
114. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas
117. GROWTH HACKING PROCESS
Focus on one metric at a time and optimize it through a process of experimentation.
Step 3: Develop Hypotheses
Step 4: Run the Experiment
Step 5: Analyse Results
Step 6: Systemise and Repeat
Foundation 1: Identify metric to
improve
Foundation 2: Collect qualitative and
quantitative data to understand the
reason behind the bad performance
Step 1: Brainstorm ideas how to
improve the metric
Step 2: Prioritize the Ideas