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

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

3. Audience
● Startup founders
● Product managers
● Entrepreneurs

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

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

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

7. A growth hacker is a
person whose true
north is growth

8. 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

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

10. Famous Growth Models

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

16. How to create growth model
● Identify product main value
● Identify product deeper value
● Help your customers create more value
● Buy virality & pay with your product value
● Give your value to existing ecosystems & use them as humus
● Help your customers get deeper value

17. Example #1

18. Identify product main
value

19. Product Main Value
● Hotmail: Free easy messaging
● YouTube: Share videos with interested - Watch interesting videos
● Early Facebook: Get in touch & Meet
● Dropbox: Accessible everywhere information storage
● Twitter: Real time information

20. Identify product
deeper value

21. Identify product deeper value
● Hotmail: Connection
● YouTube: Glory-Fun
● Dropbox: Comfort
● Twitter: Awareness

22. Help your customers
create more value

23. Help customers create more value
● Youtube - get more video views
● Facebook - get more friends to be connected with
● Airbnb - get more customers for hosts
● Remove bottlenecks
● Multi-level value chanking
● Business Models Experiments

24. Buy virality & pay with
your product value

25. Buy virality & pay with your product value
● Dropbox - more free storage
● Amazon Prime - Trial
● Uber - Discounts & Location Discounts
● Mailchimp, Tilda - Freemium & Brand logo

26. Help your customer
get deeper value

27. Help your customers get deeper value
● Twitter: Twitter Walls
● Facebook: Short Urls
● Fashion Shops: Brand Packages

28. Brand
Growth Hacking
Great Product
(Word-of-Mouth)
PR

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

31. Product Growth vs Retention
● Improve product: Metrics
● Gamification
● Business Model updating

32. AAARRR
● Awareness
● Acquisition
● Activation
● Retention
● Revenue
● Referral

33. 2 Growth Advice for your product
● Shoot me an email at rchayka@gmail.com
● Winner will get 30-mins consulting session
● Other will get 2 growth advices for your product

34. 20% discount for Product Management School
● UA Online Product Management School
○ Start - August, 6
○ 2 months program
● Shoot me an email at rchayka@gmail.com
● Winner will get 50% discount for school
● Others will get 20% discount

35. Questions ?

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