Do you love growth hacking? Do you organize events? Do you have difficulties to market your event? Here is the ultimate guide. By Willy Braun (GM @ France Digitale) & Oussama Ammar (Partner @ The Family)

1. Growth Hacking 101
The event organizer guide
Startup Weekend Summit France
- september 2013
by Willy Braun (@willybraun) & Oussama Ammar (@daedalium)

2. Growth hacking you said?

3. But what does that
mean?

4. If you are a marketer that means...

5. Paid Owned Earned
Growth Hacking

6. If you are tech guy that means...

7. * remember x e^x
Convexity*

8. If you are a designer that means...

9. * if you are not a designer and want to understand search “Dieter Rams“ (or clic here)
Good design*

10. If your a CEO thats means

11. Using money for talent

12. In short

13. Growth hacking = always trying new things

14. Growth hacking = looking for efficiency

15. Growth hacking = looking for rapid growth

16. * that doesn’t mean you will work 5 times less
Growth hacking = 80/20*

17. So you want to scale fast?

18. Start with things that don’t scale
http://paulgraham.com/ds.html

19. Growth Hacking
1st step

20. 1 build a hell of a team
understand your participants2
3 connect with influencers
4 build your (kickass) identity

21. You & your friends =/= TEH dream team
1 Build a hell of a team
Try only people you think you can’t reach
Balance between skills, networks and availability
Balance between seriousness & funkyness
Include in your team potential sponsors
(private & public) & the accomodation provider

22. What are SW participants first fears?
Understand your participants2

23. What are SW participants motivators?
2 Understand your participants

24. How did they hear about your event?
2 Understand your participants

25. How long did they wait before actually buying the ticket?
2 Understand your participants

26. What made them move?
2 Understand your participants

27. Can you call at least 5 previous participants right now?
Are they coming from different backgrounds?
Are there both students & working guys in your list?
2 Understand your participants

28. So you contacted lots of great people to speak about
your event?
3 Connect with influencers

29. Oh. You send an e-mail.
3 Connect with influencers

30. How many actually talked about it?
3 Connect with influencers

31. Did they think it was special/important/awesome?
3 Connect with influencers

32. Did they feel pride to talk about it?
3 Connect with influencers

33. How well do you know them?
3 Connect with influencers

34. Do you know them personally?
3 Connect with influencers

35. 3 Connect with influencers
Did you share a cup of coffee or a lunch with them?

36. Do you know what they worry about and what
excite them?
3 Connect with influencers

37. is not your identity
Build your identity4

38. your identity =
Build your identity4
what you are/what you do
how you tell your story

39. Build your identity4
Vision
Conviction Justification
Pragmatism

40. Alright you started with things that
didn’t scale...
build a hell of a team
understand your participants
connect with influencers
build your identity

41. Now let’s do things that DO scale

42. @willybraun
But before.. follow us!
@daedalium
Contacts at the end of the presentation

43. Growth Hacking
2nd step

44. AARRR

45. AARRR
> Acquisition : making people hear about your event

46. AARRR
> Activation : get the potential attendee email

47. AARRR
> Revenue : make them pay*
* don’t offer free tickets to lower the noshow rate

48. AARRR
> Referral : make the potential attendees speak
about your kickass event

49. AARRR
> Retention : make them want to come back

50. Snipers & co
> Step 1 : build a community
> Step 2 : make them feel guilty in less than 1 hour
if they don’t share
> Bonus : don’t forget a small discount
ACQUISITION

51. Partnerships
ACQUISITION
> Offer them visibility/discount/special treatment

52. Newsjacking
“Become the next Jean-Baptiste Rudelle“
ACQUISITION

53. Emailing
ACTIVATION

54. Pricing
> Your average price is not the public price (A)
but your first discount ticket (B)
> “this is how it would cost (A), this is what you’ll
pay (B)“
REVENUE

55. Good Pictures Sell
> A/B test and keep the best
ACTIVATION/REVENUE

56. The feeling of scarcity
> Remember: if you want them to join, you need
to make them dream of joining it.
> The tickets will be available on monday at
11:00PM. After it will be too late.
ACTIVATION/REVENUE

57. Sheep Powa
34 incredible developers
9 amazing designers
> Concrete* numbers
* concrete =/= true
ACTIVATION/REVENUE

58. Sheep Powa
Thomas, Cathy & John are
attending.
(If you can’t just use personas)
> Your friends
ACTIVATION/REVENUE

59. Story
> “1039 people use successfully this product with“
is LESS powerful than the story of ONE user
ACTIVATION/REVENUE

60. Do you enjoy the
presentation?
Let’s keep in touch!
Clic on the yellow button

61. What’s the most effective?
“Startup Weekend gathers 100 entrepreneurs“A

62. What’s the most effective?
“Startup Weekend gathers in one event 100
incredible entrepreneurs & change lives“B

63. What’s the most effective?
“I attended Startup Weekend Toulouse in june
2009 and it changed my life. I met my co-
founder, quit my job and raised 200K 6 months
later“
C

64. D
“I attended Startup Weekend Toulouse in june 2009
and it changed my life. I met my co-founder, quit my
job and raised 200K 6 months later“

65. What’s the most effective?
Yes obviously the most effective one is D.
But are you sure your communication doesn’t
look like A?

66. One more thing

67. Do you want the ultimate
secret of growth hacking for
an event organiser?

68. Make an incredible event.

69. Ressources
37 Signals part1 part2 part3
Lean Startup (book) - Eric Ries
Influence (book) - Robert Cialdini
Petit traité de manipulation (livre) - Jouffrois
The 4-Hour Workweek (book) - Tim Ferriss
Newsletters of Francedigitale, The Family & Brocooli

70. Willy Braun
GM @ France Digitale - @willybraun
Director of eBusiness instruction - WebschoolFactory
willy@francedigitale.org
www.francedigitale.org - www.brocooli.com
(subscribe to the newsletters!)
Authors
Oussama Ammar
Partner @ The Family - @daedalium
Teacher - Sciences Po Paris
oussama@thefamily.co
www.thefamily.co
(subscribe to the newsletter!)