Ross Chayka. Growth Hacking. http://lembs.com

1. Growth Hacking
Ross Chayka
linkedin.com/in/rchayka
fb.com/rostyslav.chayka

2. Audience
● Startup founders
● Product managers
● Entrepreneurs

3. About me
● Ross Chayka
● Lviv Startup Club - Founder & CEO
● Lemberg Tech Business School - Founder & CEO
● Associated Coach Practitioner by RCG

4. About you
● City
● Startup / Product / Service
● Growth challenge

5. Agenda
● Why 3CAC < CLV game is not productive?
● What is your product power?
● How to use your product power to grow?
● How to achieve virality?
● Growth vs Marketing vs Brand vs PR
● 5 steps to your growth model
● Q&A

6. Online master-class code of conduct
● Duration - 2 hours
● Video ON, Audio OFF
● Registration with NAME
● One person speaking
● Question in chat or raise your hand or show sign

7. TOP reasons for growth hacking
● User base flattered or decrease (Retention <= Acquisition)
● Marketing budget growth (CAC *3 > CLV)
● You lose your most valuable customers (CLV decline)
● You spend most of your time & focus on acquisition (CMO/Sale >= CEO)
● You can not stop marketing / sales

8. Growth Hacking NOT working
● You do not know your customers (personas, numbers)
● You do not know their problems (pains, motivation)
● You do not have users to experiments
● You do not want to change your product
● You do not want experiments with you business model

9. Product Growth Mantra
● Know your customers
● Know your value for them
● Build great product that people love
● Use your strength
● Experiment with your features, business models, communications channels,
onboarding
● Buy virality among your customers and pay with your value

10. Famous Growth Models
● Hotmail
● Facebook
● Airbnb

11. Hotmail
● Sent with hotmail, create your own account
● Value: Convenient email client

12. Facebook
● Exclusivity
● Invite Loop
● Optimization & Measurement
● Reducing Friction
● Engage early, engage often
● Value: Recognition, Connections

13. Airbnb
● Post it on CraigList feature
● Airbnb Social Connections
● Value: cheap price, social interactions, make money

14. How to create growth model
● Identify product main value
● Identify what is more for customer in this value
● Help users get more value and achieve deep goals

15. Identify product main value
● What type of people are your customers?
● Why are they using/buying your product ?

16. What is more in your product value
● Deep goals your customers are looking for ?
● How could you close these goals with your product ?

17. Help customers get more value
● Remove bottlenecks
● Multi-level value chanking
● Business Models Experiments
● Virality
● Gamification
● Marketing cashback

18. #0. Remove bottlenecks
● UI / UX
● Missing information
● Usability

19. #1. Multi-level value chanking
● Content
● Lead Magnets
● Trials
● Freemium
● Test drives

20. #2. Business Model Experiments
● 2-side business models - customers do not understand problem-solution
● Revenue share - customers do not understand why invest
● Freemium - value for customers not clear
● Trial - customer understand value only with time

21. #3. Virality
● k = i * c
○ i = number of invites
○ C = conversion rate
● k > 1

22. #4. Gamification
● How could you catch your user attention ?
● Game as greatest value

23. #5. Marketing cashback
● Sell dollars with discounts
● Marketing price
● Time price

24. Metrics
● Retention
○ Social Media: 80% returning visitors every month
○ eCommerce: 20%-30% returning visitors every month
● North Star Metric
○ Fb: monthly active users
○ WhatsApp: Send button clicks
○ Airbnb: nights booked
● Virality

25. Brand
Growth Hacking
Great Product
PR

26. Case studies
● Facebook
● Airbnb

27. Facebook
● December 2006: 12m
● April 2007: 20m
● July 2007: 30m
● October 2007: 50m

29. Questions ?

30. Feedback
● What do you understand?
● What would you like to get more ?
● Public feedback:
○ Name, Position
○ 3-4 sentences feedback
○ link to photo

31. Next masterclass: Startup Fundraising
● Bring 2 friend to next master class
● What do you want to get:
○ Full list of active UA angel investors
○ Pitch deck templates
○ SAFE template
○ Full list of startup incubators

32. Contacts
linkedin.com/in/rchayka
fb.com/rostyslav.chayka
rchayka@gmail.com