First lesson as a visiting professor for the ESCP European Business school covering some of the basics of Growth Hacking and building on some of the topics covered in our new book, Creative Super Powers. You can pledge for our new book here - https://unbound.com/books/creative-super-powers

1. The Art and Science
of Selling and
Growth Hacking

2. @yellif

3. Hacker

4. “A hacker is someone who seeks and
exploits weaknesses in a computer
system or computer network.”
Wikipedia

8. “The hacker culture is a subculture of
individuals who enjoy the intellectual
challenge of creatively overcoming and
circumventing limitations of software
systems to achieve novel and clever
outcomes.”
Wikipedia

9. “The hacker culture is a subculture of
individuals who enjoy the intellectual
challenge of creatively overcoming and
circumventing limitations of software
systems to achieve novel and clever
outcomes.”
Wikipedia

10. Hack
=
To cut or chop with repeated and
irregular blows
Wikipedia

12. Life Hacking
Culture Hacking
Flow Hacking
Social Hacking
Growth Hacking

13. Life Hacking
Culture Hacking
Flow Hacking
Social Hacking
Growth Hacking

16. Life Hacking
Culture Hacking
Flow Hacking
Social Hacking
Growth Hacking

21. Life Hacking
Culture Hacking
Flow Hacking
Social Hacking
Growth Hacking

23. Life Hacking
Culture Hacking
Flow Hacking
Social Hacking
Growth Hacking

25. Hacking = A State Mind

26. Always looking for ways to make
thing better
Openness to new ideas
Curiosity to learn and teach
Not being afraid to fail
Collaborative mindset

27. Life Hacking
Culture Hacking
Flow Hacking
Social Hacking
Growth Hacking

28. “Growth hacking is a marketing
technique developed by technology
startups which uses creativity,
analytical thinking, and social metrics to
sell products and gain exposure.”
Wikipedia

29. “What growth hackers do is focus on
the “who” and “where more
scientifically, in a more measurable
way. Whereas marketing was once
brand based, with growth hacking it
becomes metric and ROI driven.”
Ryan Holiday
Author

30. “The goal of every growth hacker is to
build a self perpetuating marketing
machine that reaches millions by
itself”
Aaron Ginn
Silicon Valley Technologist

31. According to Sean Ellis you need to be:
A problem Solver
Empathetic
Analytical
Data-driven thinker
Basic coder
Obessed learner

33. “Could you put a message on the
bottom of everyone’s screen?”
Tim Draper
American Venture Capital Investor

42. “Let’s be honest, a traditional marketer would
not even be close to imagining this integration
- there’s too many technical details needed for
it to happen. As a result, it could only come out
of the mind f an engineer tasked with the
problem of acquiring more users on Craigslist”
Andrew Chen
Author

44. The process of growth Hacking

46. The Startup Growth Pyramid
Inventor of Growth Hacking Sean Ellis created this pyramid.
1. Product/Market Fit
• How do you know if people really want your product
• Ask them this question with the following rating scale:
• At least 40% of existing users saying „very disappointed“

47. The Startup Growth Pyramid: Product/Market Fit
How do you reach a Product/Market fit?
1. Do I have a problem worth solving?
2. Who are my (early) adopters?
3. What is my unfair advantage/solution?
4. Build an MVP, test your main assumptions
5. Qualitative learning + metric analysis

48. “When you are Before Product fit, focus obsessively
on getting to product/market fit. Do whatever is
required to get to product/market fit. Including
changing out people, rewriting your product, moving
into a different market, telling customers no when
you don’t want to, telling customers yes when you
don’t want to… whatever is required”
Marc Andreessen
Entrepreneur & Software engineer

49. The Startup Growth Pyramid: Growth Preparation
1. Promise: Highlight the benefits described by your “must have”
users (those that say they would be very disappointed without
your product).
2. Economics: Implement the business model that allows you to
profitably acquire the most users.
3. Optimize: Streamline a repeatable, scalable customer acquisition
process by testing multiple approaches and tracking to improve the
right metrics.

50. The Startup Growth Pyramid: Growth
3. Growth
• Optimize your conversion rate
• Improve scalable customer acquisition
• Business model is validated
If all these are achieved, it is time to scale and invest!
Don‘t forget: Still go and test, test, test & track the right metrics!

52. Or Ask Your Customers:
What is it that brought you to this product?
What is holding you back from referring
others?
What’s missing?
What’s Golden?

53. WORKSHOP
Spend 8 minutes working through
your own business and working out
what your customers would say

55. Acquisition sources
& Tactics

56. Analysis of 56 milllion website visits:
70% of traffic comes from Google (50 times more traffic than Facebook is generating)
Desktop computer largest revenue driver (74% of revenues)
Tablet and mobile market growing -> your website needs to be responsive
Analysis of Website Traffic

57. • SEO (Search Engine Optimization)
• SEM (Google Ads)
• Facebook Marketing & Open Graph
• Virality
• Youtube
• Blog & Podcasts
• Content (ebooks, webinars etc.)
• Influencers/Bloggers
• Partnerships
• Affiliate marketing
• PR (Press Relation)
• Startup Contests
• Events
• Deal sites
• Online Contests
• Deal Sites
• Web Scraping
• Email Marketing
Acquisition Sources Overview

58. Acquisition Sources: Search Engine Marketing (SEM)
• In KeyWord Planner, select keywords depending on competition and bid
• Create your campaigns and ads
• Set your budget, taking into account your margin by product/service
• Analyze the data
• Optimize your campaign
• Be careful! You can loose a lot of money on Adwords – pay an expert or invest in
yourself to become one
• SEM will probably represent 30% of your traffic

60. Acquisition Sources: Facebook Marketing
• Check out: www.facebook.com/ads
• You can create an Ad to send people to your website & track conversions
• Integrate the SEO Facebook Open graph meta tags to all of your pages!
• Facebook marketing is very efficient as it is targeted at people with a very
specific demographic and personal profile

61. Acquisition Sources: Content (ebooks, webinars
etc)
• A perfect way to build your authority
• Could be a call-to-action on your website. Example:
• „Sign up to receive 5% off“
• A good way to have some qualitative backlinks
• Backlinks are good for Search Engine Optimization

62. 75 890
2 486
8 Influencers
Influencer Marketing
1,892,213
Outcome:
*** Reached #1 in Swedish App store ***
*** CPD reduced by 50% ***
+
Social shopping app
Influencer marketing platform
=

63. Influencer Marketing

64. Exclusivity

65. Social Sharing

66. Refer a friend

67. Targeting niche audiences

68. Bring unique aspects of brand to life

70. Newsletters are the new blogs

71. Tools and Metrics

72. Growth Hacking
The Cash Addiction Model
10.000 people reached
100 clicks to your website
2 conversions
Margin = 120$
Click-through rate. Example: 1%
Conversion rate. Example 2%
Margin per conversion. Example: $120*50% = 60$
You make money if
Cost per click (CPC)
Is below $ 1.20
• Simple calculation model to show how much can be spent for generating leads and converting
customers

73. Growth Hacking
Key Performance Indicators (KPIs)
CAC – Customer
Acquisition Cost
Conversion Rates
Repeat visitor Ratio
(RVR)
CLV – Customer
Lifetime Value
K-factor (virality
factor)
CAC = Marketing Costs / Number of
Customers acquired
CR = Number of conversions /
number of visitors
RVR = % of users with X + visits in
Y days after first visit
CLV = MR * GMR * Lifespan
MR – Avrg. Monthly Revenue per Customer
GMR – Avrg. Growth Margin Rate per Customer
Lifespan – months customers on avrg stay
K = i * conversion percentage
I = avrg. Number of invites sent by one customer

75. Example of using these tools
Create a landing page about a product or an opportunity that you may have discovered
• Google Analytics – analyzes how users find you, where they are from etc. etc.
• Unbounce – offers great abilities to test several versions of a website/app
simultaneously
• Survey Monkey – Use Forms or questionnaires to find out more critical data about
your customers
• Colibri - shows you where your customers are engaging online so that you can insert
yourself into relevant conversations.

77. WORKSHOP
Where do you think the growth
hacking opportunities are in your
business?

85. WORKSHOP
Plotting your customer journeys

86. HOMEWORK

88. What can we learn from the
way that kickstarter works?

89. Present a growth hack for
your business
What?
Why?
How are you going to measure it?

90. Customer retention

91. Search “Creative Super Powers Unbound”
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