Slides to the growth hacking workshop I gave for Runway, the accelerator in San Francisco. These abridged slides accompany my Growth Hacking infographic. We focused on startup strategies, getting to product-market fit, Aha! moment, growth marketing, SEO, and the analytics you should be focused on.

1. Growth Hacking: Runway
Maximize the Growth of Your Most Valuable Customers
Mark Andersen
May 4, 2015

2. • Start in your smallest segment possible,
monopolize it & then expand ("competition is for
losers":Thiel)
• How is your product unique & better?
• Do things that don't scale: build out an awesome
experience before coding it
• Live user testing/customer support: quantitative &
qualitative; focus on finding the big problem
Growth Strategy

3. • "Product/market fit means being in a good market with a product that can satisfy that market":
Marc Andreessen
• "Make something people want": Paul Graham (Y Combinator)
• "Make insanely great products": Steve Jobs
• "A great brand is a promise of benefit that's persuasive and unique": David Ogilvy
How do you know if you have it?
• Would at least 40% of your customers say they'd be "very disappointed" without your product
(Survey.io)
• Clearing Net Promoter Score (NPS), retention and lifetime net value hurdles
• Word of mouth is one of your biggest acquisition channels; virality (K value > 1)
Product/Market Fit

4. • How are you measuring your product/market fit?
• Are you clearly communicating your unique, compelling value
proposition?
• Who are your most valuable customers?
• What early behavior are your most valuable customers doing
that's most predictive of success?
• How quickly are you getting your users to their aha! moment?
• How can you build virality inherently into your product?
Product & Marketing Questions

5. Marketing: Personas & Customer Journey Maps,
WOM, User Groups
• Create personas & then a customer journey map (storyboards) for every
key persona showing their key experiences
• Word of mouth (WOM), PR & invite flows are excellent forms of acquisition.
WOM is always the easiest & cheapest growth.
• AirBnB turns their users into their own distribution networks: through the
click of a button you can post your listing to Facebook, Twitter, LinkedIn...

6. Content Marketing & Social Media
Online petitions: CREDO Mobile's 275,000 Likes on FB

7. Marketing: Content Marketing & SEO
Identify your most valuable customers & create content they crave:
Credo Mobile example, Salesforce, HubSpot, KISS Metrics..
•Inbound links from high authority sites, page rank
•Site architecture: title & description tags, anchor text, descriptive
URLs, "Mobilegeddon"
•Link-rich, transactional keyword-focused content pages: setup
persona-based keyword groups targeting your most valuable users
•Keyword research is key: (1) What do people search for that's related
to your site; (2) How many people search for it; (3) How many other
people are ranking for it; (4) How valuable is it for you?

8. Analytics
• Net Promoter Score
• Retention
• Lifetime net value
Growth Metrics (ignore total registrations)
• active users
• activity levels
• cohort retention
• revenue