Getting to traction - Growth Hacking for startups - my presentation from Google Campus. This presnetation covers high level strategy and practical insights on 5 steps to get to traction: - Focus - Delight your customers - Performance marketing - Viral marketing - Hustling

1. You are here
Getting to traction

2. Objective
1. Talk through where to focus!
2. Give practical advice on how to
kick start growth

3. Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!

4. Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!
1. Focus!
!

6. 2. Improving your
unit economics!
!

8. 3. Performance
marketing!
!

10. 4. Viral growth!

12. 5. Hustle!
!

13. Practical advice
Focus
Improving unit economics
Performance marketing
(or Viral growth)
Hustle
____________________
Gets you to traction
+
@nilanp

14. But first
introductions…
@nilanp

15. s
Average price of CHF49 per guest per night
4,000,000 nights…
@nilanp
Vice President
Growth
HouseTrip.com

16. @nilanp

17. Startups
@nilanp

18. Startups Tequila
@nilanp

20. Back to traction

21. Revenue

22. Revenue

23. Revenue

24. Death Zone

25. Revenue

26. What does traction
feel like ?

27. GROWTH

28. Revenue

29. The anatomy of
traction

30. The anatomy of
traction
1. Identified a scalable acquisition
channel!
2. Improved unit economics
support scaling

31. Product - market fit
1. Your earning enough per
customer!
2. To support acquiring customers
in a scalable channel

32. Product - market fit
1. Your earning enough per
customer!
2. To support acquiring customers
in a scalable channel
1. Your earning enough per
customer!
2. To support acquiring customers
in a scalable channel

33. Objective
1. Talk through where to focus!
2. Give practical advice on how to
kick start growth

34. Practical advice
Focus
A great product
Performance marketing
(or Viral growth)
Hustle
____________________
Traction
+
@nilanp

35. Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!

36. Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!
1. Focus!
!

37. Practical advice
Characteristics of
successful founders
@nilanp

38. Practical advice
Characteristics of
successful founders
1. Empathy for the end consumer
2. Belief
3. Knowing when to give up
4. Focus
@nilanp

39. Practical advice
Characteristics of
successful founders
1. Empathy for the end consumer
2. Belief
3. Knowing when to give up
4. Focus
@nilanp

40. Practical advice
Focussing to get to
traction means…
1. Pick one lever
2. Define a prioritising metric
3. Prioritise features and
activities
4. Execute
@nilanp

41. Practical advice
Focus on
1. Getting good unit economics
2. Systemically finding a scalable
acquisition channel
1. Performance marketing
2. Viral
3. Hustling
3. Execute
@nilanp

43. 2. Improving your
unit economics!
!

44. Practical adviceImproving your unit
economics means…
@nilanp

45. Practical advice
…Building a great
product
@nilanp
Improving your unit
economics means…

46. Practical advice
Building a great
product means…
…Delighting your
customers
@nilanp

48. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
What does improving your unit
economics mean ?
@nilanp

49. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
Improve unit economics
1. eCommerce businesses
1. Margin
2. Conversion rate
2. Apps / Freemium
1. Engagement
2. Usage frequency
3. Sign up to premium / added service

50. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
Improve unit economics
1. eCommerce businesses
1. Margin
2. Conversion rate
2. Apps / Freemium
1. Engagement
2. Usage frequency
3. Sign up to premium
Why is this important pre-
traction?

51. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
Improve unit economics
1. eCommerce businesses
1. Margin
2. Conversion rate
2. Apps / Freemium
1. Engagement
2. Usage frequency
3. Sign up to premium
Increase the amount you
can spend to acquire a
customer

52. Practical advice
Building a great
product
… some practical advice on
how to do this
@nilanp

53. Practical advice
Building a great
product
1. Look at cohorts of user behaviour
2. Build micro conversion events
3. Introduce features to transition
users from passive to active
4. Ruthlessly focus on the parts of
the funnel where you can have the
most impact
5. But above all…

54. Practical advice
Focus on single
users
credit: Klinger.io

55. Practical advice
Do this and you
will…
1. Improve your unit economics
2. Earn more per customer
3. Delight your customers
@nilanp

56. 3. Performance
marketing!
!

57. 3. Performance
marketing!
!
(Now you’ve got working unit
economics - focus on traffic)

58. Money in Money
out

59. Money in < Money out

60. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
What’s your objective with performance
marketing ?

61. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
What’s your objective with performance
marketing ?
Find a scalable channel

62. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
What’s a scalable channel ?

63. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
What’s a scalable channel ?
A scalable channel is one that if you focus
on will enable you take at least 20% of
your target market

64. Improve unit
economics
1. eCommerce businesses!
1. Margin!
2. Conversion rate!
2. Apps / Freemium!
1. Engagement!
2. Usage frequency!
3. Sign up to premium
What’s scalable volume ?
1. Impression volume
2. High intent traffic
3. Relevant targeting
Do the maths !

66. The
performance
marketing
landscape

67. Kwaja slide
• Where to focus ?

68. Kwaja slide
• Where to focus ?
Where to start ?

69. What I need…

70. Targeting

71. Intent
Relevance
Google
Everything!
else

72. Practical advice
Performance
marketing in detail
1. Google
2. Facebook
3. Other stuff
@nilanp

73. Google - How it
works

74. Practical advice
When to trial
Google ?
1. When you have a product
with better unit economics
than the incumbent
2. People already search for
your product on Google

75. Practical advice
How to set up your
first campaign
1. When you have a product
with better unit economics
than the incumbent
2. People already search for
your product on Google

76. Practical advice
Google hacks
@nilanp

77. Hacking Google - off
topic
1. On and off topic traffic!
2. Gmail ads

78. Hacking Google - off
topic
1. On and off topic traffic!
2. Gmail ads
Gmail ads

79. Hacking Google
1. On and off topic traffic!
2. Gmail ads
Off topic adsOff topic targeting

80. Hacking Google
1. On and off topic traffic!
2. Gmail ads

81. Hacking Google
1. On and off topic traffic!
2. Gmail ads

82. Practical advice
2. Facebook
@nilanp

83. Practical advice
When to trial
Facebook ?
1. No volume on Google
2. You can target an audience
for your product on
Facebook

84. Practical advice
When to trial
Facebook ?
1. No volume on Google
2. You can develop an
audience for your product
on Facebook

85. Practical advice
Facebook hacks
@nilanp

86. Hacking Facebook
1. Similar audiences!
2. Intent targetting:!

87. Hacking Facebook
1. Similar audiences!
2. Intent targetting:!
Similar audiences

88. Behavioural targeting

89. Practical advice
Content marketing
on facebook
1. Build an audience
2. Engage customers in a
conversation about your product /
industry
3. Promote unique content that ties
hand in glove with your product
4. Support positioning

90. Practical advice
Content marketing
on facebook
1. Build an audience
2. Engage customers in a
conversation about your product /
industry
3. Promote unique content that ties
hand in glove with your product
4. Support positioning
Not always scalable

91. Practical advice
Performance
marketing growth
hacks
1. Google
2. Facebook
3. Other stuff
@nilanp

92. Practical advice
Performance
marketing growth
hacks
1. Google
2. Facebook
3. Other stuff
@nilanp

93. Why u no ?
1. SEO!
2. Email!
3. RTB!
4. Retargetting!
5. Content marketing!
6. Social / instagram

94. Why u no ?
1. SEO!
2. Email!
3. RTB!
4. Retargetting!
5. Content marketing!
6. Social / instagram

95. Why u no ?
1. SEO!
2. Email!
3. RTB!
4. Retargetting!
5. Content marketing!
6. Social / instagram

98. Retargetting
1. Email!
2. Social!

99. Practical advice
Performance
marketing summary
1. Performance marketing can
get you to scale
2. Focus on scalable channels
3. Look for unorthodox routes
to market
@nilanp

100. 4. Viral growth!

101. Practical advice
Pre-requisites
1. Have a great product
2. Have your first 1000
customers
3. Customers are part of high
trust networks with other
target customers
@nilanp

102. Building a viral loop

103. Building a viral loop
Customers find
customers
Conversion to
sign up
Conversion to
repeat / premium

104. Practical advice
Virality
1. Model virality
2. Give away value
3. Identify the right moment
to strike
4. Optimise
@nilanp

105. Practical advice
Modelling virality
Viral co-efficient <1credit: Andrew Chen / Rahul Vohra

106. Practical advice
Modelling virality
Viral co-efficient >1credit: Andrew Chen / Rahul Vohra

107. Practical advice
Modelling virality
Add in carrying capacity
Add in retentioncredit: Andrew Chen / Rahul Vohra

108. Practical advice
Modelling virality
Decrease retention to 50%
credit: Andrew Chen / Rahul Vohra

109. Practical advice
Virality
1. Model virality
2. Give away value
3. Identify the right moment
to strike
4. Optimise
@nilanp

110. Focus!
!
Give away value!
NOT money!

111. Focus!
!
=

112. Focus!
!
=

113. Focus!
!
=

114. Practical advice
Virality
1. Model virality
2. Give away value
3. Identify the right moment
to strike
4. Optimise
@nilanp

115. Practical advice
Model engagement
engagement
time

116. Practical advice
Model engagement
engagement
time

117. Practical advice
Model engagement
engagement
time

118. 5. Model and optimise!
!
Optimise!

119. Practical advice
Virality
1. Modelling virality
2. Give away value
3. Curves of engagement
4. Model and optimise
@nilanp

120. Hustle!
!
5. Hustle!
!

121. 1. Talk to your
customers

122. 1. Talk to your
customers
Talk to
customers!

123. 2. Find more
customers!

124. 2. Find more
customers!
Find more
customers!

125. Guerilla
marketing!

126. 3. Testathon!
4. !

127. 4. UserTest!
!
Conferences!
!

128. Objective
1. Talk through where to focus!
2. Give practical advice on how to
kick start growth

129. Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!

130. Characteristics of
successful founders
1. Empathy for the end consumer!
2. Belief !
3. Knowing when to give up!
4. Focus!
!
1. Focus!
!

132. 2. Improving your
unit economics!
!

134. 3. Performance
marketing!
!

136. 4. Viral growth!

138. 5. Hustle!
!

139. Practical advice
Focus
Improving unit economics
Performance marketing
(or Viral growth)
Hustle
____________________
Traction
+
@nilanp

140. You are here
Getting to traction
@nilanp