Planning your Growth Hacking Process

GROWTH HACKING
PLANNING THE GROWTH OF YOUR STARTUP

SEBASTIAN SOFFIA HERNÁNDEZ
CEO - CACEROLA GROWTH MARKETING
STARTUPS
ADVERTISEMENT
AGENCIES
7 YEARS 5 YEARS

• ¿WHAT IS GROWTH HACKING?
• MYTHS AROUND GROWTH HACKING
• PLANNING
• NORTH START METRIC (NSM)
• PIRATE METRICS
• GROWTH HACKING MARKETING PROCESS
SCHEDULE

GROWTH HACKING
¿WHAT IS GROWTH HACKING?

A GROWTH HACKER IS SOMEONE
WHOS TRUE NORTH IS GROWTH
- SEAN ELLIS

2010
2012
FIND A GROWTH HACKER FOR
YOUR STARTUP
SEAN ELLIS
ANDREW CHEN
GROWTH HACKER THE NEW
VP OF MARKETING

SEAN ELLIS, CO-FOUNDER OF
GROWTHHACKERS.COM
HE WAS SEARCHING A REPLACEMENT WITH HIS KNOWLEDGE
✓TECHINCAL KNOWLEDGE
✓MARKETING EXPERIMENTATION
✓ANALYTICS
T-SHAPE BACKGROUND

THAT IS HOW THE GROWTH HACKING
JOB SEARCH EXPLODED

EMBLEMATIC CASES OF
GROWTH HACKING
HOTMAIL
The user that create a new account were
part of a viral loop used in the sign of the
hotmail email:
PD: I Love you. Create a free hotmail
account.
AIRBNB
Took advantage a bug in Craiglist to
use their traffic to attract new user
into their platform
P.D.: I LOVE YOU
GET A NEW HOTMAIL ACCOUNT

STIGMATIZED TOO MUCH
ON TACTIC AND THERE IS
NO FOCUS ON PROCESS
FOCUS ON HACKING

Everybody looks here
Instead of here
or what’s here
GROWTH

DONT CREATE SILOS!
MARKETING ENGINEERING SALES SUPPORT

CREATE A PROCESS
AWARENESS AND
PRESENTATION
PHASE
EXPERIENCE
PHASE (PRODUCT)
REVENUE AND
REFERRAL PHASE

IMPLEMENT YOUR GROWTH PROCESS
AARRR METRICS
NORTH START METRIC
(NSM)
IDEAS PLAN
RANK YOUR IDEAS
DESIGN YOUR TESTEXCECUTE
ANALIZE
UMC
WINNER IDEAS
LOSER IDEAS
KNOWLEDGE
BASE

GROWTH HACKING
MYTHS AROUND GROWTH HACKING

1. SEARCHING THE SILVER BULLET
JUST ONE TACTIC IS CAPABLE OF ACHIEVING THE
GROWTH MY BUSINESS NEEDS

HOTMAIL BET HIS GROWTH BASED ON:
PROBLEM: INSTANT COMMUNICATION
PRODUCT MARKET FIT: DIGITAL MAIL FOR A INSTANT AND SECURE COMMUNICATION
CONTENT MARKETING FIT: THEY WERE CLEAR THAT THE USE OF THE EMAIL WAS FULL-FREE
REFERRAL STRATEGY: AN KNOWED EMAIL INVITES YOU TO SIGN UP ON HOTMAIL

2. THE COPY CAT EFFECT
WHAT WORKS WITH OTHERS IS
PROBABLY IS NOT GOING TO WORK FOR
YOU.

YOUR AUDIENCE IS DIFFERENT
YOUR PRODUCT IS DIFFERENT
YOUR BUSINESS MODEL IS DIFFERENT

P.D.: I LOVE YOU
GET A FREE HOTMAIL ACCOUNT

3. THE BIG PLAYER
HOPE THAT ONE PERSON WILL GROW
YOUR BUSINESS

THE FIRST FACEBOOK GROWTH TEAM
LEADER: CHAMATH PALIHAPITIYA
HIRES: BLAKE ROSS, ALEX SCHULTZ, JAVIER OLIVAN, AND OTHERS
RESPONSABLE OF THE 1 BILLION FACEBOOK USERS

4. I GOT A FEELING - GROWTH WITH FAITH
WANTING TO PILOT BLINDLY

AIRBNB CREATED THEIR OWN DATA SCIENCE UNIVERSITY, BECAUSE
THEY UNDERSTAND THAT DATA IS AN ESSENTIAL PART OF A
GROWTH MACHINE

WORK WITH A METRICS DASHBOARD THAT
YOU CAN CHECK HOURLY

5. GROWTH WHEN YOU WANT
GROWTH WITHOUT PRODUCT MARKET FIT

PRODUCT MARKET FIT
MARKET NEEDS A SOLUTION LIKE THIS ONE
YOUR VALUE PROPOSITION SOLVES THIS PROBLEM
YOUR VALUE PROPOSITION NEEDS TO BE AN
AWESOME PRODUCT

VALIDATE FOR DECEPTION
ASK ALL YOUR USER (100%), HOW DISAPPOINTED THEY WOULD
BE IF YOUR SOLUTION DID NOT EXIST ANY MORE
RESULT:
VERY DISSAPOINTED > 40% = PMF

6. GROWTH HACKING IS NOT DIGITAL MARKETING
THE FOCUS IS NOT ONLY IN ACQUISITION

DIGITAL MARKETING
GROWTH IS A SYSTEM
ACQUISITION
ACTIVATION
RETENTION
REFERAL
REVENUE
ACQUISITION
ACTIVATION
RETENTION
REFERAL
REVENUE
LOOP
MARKETING
FOCUS
GROWTH
MARKETING
PRODUCT
SALES

TRUTH ABOUT GROWTH HACKING
THE LINE BETWEEN MARKETING Y PRODUCTO DISAPPEAR
MARKETING IS BECOMING MORE TECHNICAL
DATA IS MORE ACCESIBLE
GROWTH IS MORE ACCELERATED EVERYDAY
YOU CANT GROW IF YOUR PRODUCT, TEXT AND CHANNEL DOESNT FIT WITH THE MARKET

GROWTH HACKING
HOW TO PLAN YOUR GROWTH

STARTUP PHASES
FIRST TRACTION, MAKE
NON SCALABLE STUFFS
HEALTHY TRACTION:
THEY ACCEPT US AND WE
KNOW HOW TO
PROMOTE. ¡LETS ROCK!
IMPLEMENTATION
GROWTH MODEL
BREAK EVERYTHING!
PLAY
LEARN!!!
MAKE NOVELTY THINGS IN
YOUR TRACTION CHANNEL
(BECOME AN EXPERT!!)
AND… LEARN…LEARN…
LEARN!
ORDER YOUR TESTS WITH
PROCESS, SCALE WHAT
WORKS AND NEVER LEFT
TO LEARN!!

TRANSLATE ON:
HAVE A GREAT PRODUCT
IMPLEMENT A GROWTH
SYSTEM
MRM/CLTV/TICKET % HEALTHY
PRODUCT GROWTHMETRICS

1. PRODUCT MARKET FIT
2. CHOOSE AN OBJETIVE
FOR YOUR MARKETING
EFFORTS
3. WHERE YOU WILL FIND
YOUR CUSTOMERS
4. PLAN WHERE ARE YOU
GOOING TO COMMUNICATE
5. MEASURE YOUR
MOVEMENTS
6. CREATE YOUR TEST
PROCESS

HAVE A GREAT PRODUCT THAT PEOPLE
REALLY WANNA USE AND SHARE
PRODUCT

BUSINESS MODEL
SALES FOR SUBSCRIPTIONS - SAAS
PRODUCT/MARKET
A/B TEST ON DIFFERENT SEGMENTS WITH ADS ON
SOCIAL NETWORKS AND SEARCH ENGINES
TEXT/MARKET
FIND THE MORE EFFECTIVE CONCEPTS ON THE
REILABLE SEGMENT
CHANNEL/MARKET
USE PRESS AND INBOUND CONTENT TO CONNECT
WITH OUR AUDIENCE
PIVOT BUSINESS MODEL
WE PIVOT YO A SALES BUSINESS MODEL WITH CLOSED
SALES OF 2.5M USD IN 2017

2.
CHOOSE AN OBJETIVE
FOR YOUR
MARKETING EFFORTS

ASK THIS:
WHERE DO I HAVE FOCUS ALL MY BUSINESS
EFFORTS RIGHT NOW?
METRICS

HOW TO MEASURE THAT CONCRETE ACTION
METRICS
IN MY OWN BUSINESS
2018 Growth my lectors: Growth my subscriptions to 100K in 1 year
2019 Increment visits: Arrive to 1M visits in 1 year
2020 Generate more recurrent sales: Get 20M on recurrent sales in 1 year
2021 Growth my recurrent sales: Arribe to 100M RS in 1 year

DECLARE JUST 1 CLEAR, MEASURABLE,
AND REALISTIC TARGET/OBJETIVE IN THE
YEAR:
FOCUS ON THAT
METRICS

3.
WHERE YOU WILL FIND
YOUR CLIENTS

DEFINE TO YOUR CLIENT
For example for Cacerola GM:
Business in Digital Transformation Process.
Startups validating a Business Idea, searching for Traction or that want to
Growth their Business using the Growth Hacking Marketing Methodology.

GO DEEP
Talk with your clients,
chats, social networks,
check what they prefer,
their connections
CONSTANT NPS AUDIENCE INSIGHT

FOLLOW THEM: ON AND OFF

4.
ORGANIZE WHERE
YOU ARE GOING TO
COMMUNICATE

USER BEHAVIOR
YOUR USERS USE SEARCH ENGINES TO FIND THIS
SOLUTION
CHANNELS TO EXPLORE
SEO, SEM
YOUR ACTUAL USERS ARE MAKING WORD OF
MOUTH OF YOUR SOLUTION
VIRALITY, REFERRALS, COMMUNITIES
TO USE THE PRODUCT USERS MUST CONNECT
WITH OTHER USERS
PRODUCT ITSELF
SEARCH RECOMMENDATIONS OF EXPERTS
GUEST BLOGGING, RRPP, PARTNERSHIPS,
CONTENT, SOCIAL NETWORKS
HIGH LTV VALUE PAID ACQUISITION (SOCIAL NETWORK,
SEARCH ENGINE, OFFLINE)
PRODUCT CHANNEL/ FIT

QUANT BASED MARKETING
CREAT YOUR SHAQ ATTACK EXCEL
GO FROM END TO START

Pirate
Metrics
AARRR
Pirate
Metrics
AARRR
Pirate
Metrics
AARRR
North Start
Metric
(NSM)
ACTIONS RESULTADOS

GROWTH HACKING
NORTH START METRIC

¿WHAT IT IS?
- A UNIQUE METRIC ON PERSUE OF GROWTH
- REFLEX THE GROWTH PATH LOOKED FROM THE VALUE
PROPOSITION
- IS THE WAY THAT LET US MEASURE A SUSTAINABLE
GROWTH USING THE VALUE PROPOSITION OF OUR
BUSINESS
NORTH START METRIC (NSM)

SLACK
• VALUE PROPOSITION: A PRIVATE CHAT
SPACE FOR YOUR BUSINESS
• NSM = MONTHLY/WEEKLY ACTIVE USERS
• GET VALUE = FIRST CHAT/ ACTIVE CHAT
ROOM
NORTH START METRIC

CORNESHOP
• VALUE PROPOSITION: 1 HOUR SHOPPING
DELIVERY
• NSM = WEEKLY/MONTHLY SHOPPING FOR
SHOPPER
• GET VALUE = FIRST DELIVERED SHOP/
WEEKLY RECEIVED SHOP
NORTH START METRIC

SIGN UPS
IT DOESNT DECLARE A VALUE PROPOSITION
BAD NORTH START METRIC
EXAMPLES
ACCUMULATE SALES
AVERAGE
IT DOES NOT CONSIDER NEW USERS

HOW TO DECLARE A GOOD NSM
FIRTS STEP
FIND THE PROPOSITION OF YOUR BUSINESS (THE KEY
BENEFIT)
SECOND STEP
FIND THE METRICS THAT QUANTIFY THAT VALUE
NORTH START METRIC (NSM)

Pirate
Metrics
AARRR
Pirate
Metrics
AARRR
Pirate
Metrics
AARRR
North Start
Metric
(NSM)
ACTIONS RESULTS

Night Booked =
(monthly rent - monthly cancelations)/30
NORTH START METRIC

Night Booked =
(((total monthly visits/monthly searches) * (monthly sign up users *
monthly books accepts for hosts)) - ((monthly canceled users + hosts
monthly cancelled books for hosts + users with referral code)))/30
*fiction calculation
NORTH START METRIC

Total
Visits
Searches
Sign Up
Users
Nights
Booked
ACTIONS RESULTS
Book
accepted
for host
Book
cancelled
for host
Book
cancelled
for user
Books
with a
referral
code

Medium: Total read time.
Quora: number of questions answers.
Netflix: number of subscriptions watching for X hours
monthly content.
Amazon: shops for premium subscriptions.
NORTH START METRIC
sebas@cacerola.cl | Growth Marketer | twitter: @sebasoffia

NSM
FOCUS ON MONTHLY BOOKINGS.
CASO EJEMPLO
DAYBREAKHOTELS
MARKETING
EVERY EFFORT WAS EVALUATED ON THE QUANTITY OF
USERS THAT WE COULD ACQUIRED
COSTS
WE DONT CONSIDER METRICS LIKE PAYMENT MADE
FOR CLIENT.
RETENTION
WE WORK IN ORGANIC CHANNELS, ACTIVATING
PROMOTION SEGMENTATION AND CREATING A
BETTER MOBILE EXPERIENCE.
NSM
DAILY EXPERIENCE BOOKED: NEW PRODUCTS FOR
BUSINESS AND SPAS.

PIRATE METRICS AARRR
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
VIRAL LOOP
Visits that arrive to your website from a promotional
channel.
They like something and made a click on a video, button or
sign up on your website.
They get a great experience and wanna learn more, came
back after a notification or an email or stay longer.
Once that they valued their experience with a high score,
you ask for referrals.
Clients are happy and are disposed to pay for your product
or service.

ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
VIRAL LOOP
SEO
PARTNERSHIP
EMAILING
REFERRALS
PRESS
SOCIAL NETWORKS
TV ADS
INSTAGRAM ADS
SUBSCRIPTION
MADE A SEARCH
SIGN UP
COMPLETE FORM
COMPLETE A COURSE
ASK A QUESTIONARY
BUY AGAIN
INVITES ANOTHER USER
RECOMEND A PLACE
QUALIFIED AN EXPERIENCE
ADD CREDIT CARD
RECIVE A PAYMENT
UPDATE
SUBSCRIPTION

ACQUISITION
BULLEYES
FRAMEWORK
1.
2.
3.
4.
6.
5.
1.
2.
3.
Select 3
Acquisition
channels for the
Traction Process.
Cost per Click
Exit %
CTR made
Stay Time
ACQUISITION
METRICS
FOCUS ON COSTS AND
BEHAVIOR
PIRATE METRICS: AARRR

ACTIVATION
ONBOARDING
ACTIONS
Subscriptions
Sign Ups
Allow Access
Recovery Password
Shopping Process
NPS.
% of Micro-conversion
Conversion Rate.
On Process Drop off.
ACTIVATION
METRICS

RETENTION
RETENTION
METRIC
% of daily likes
Total daily searches
Total of voted answers
Total of watched
pictures
¿Based on the product Use?
¿With the generated
revenue?
¿With the total of
transactions maded?
SELECT A
METRIC
WHAT DOES AN
ACTIVE USER MEAN?

THE KEY METRIC FOR VALIDATE…
WITHOUT USER RETENTION ALL YOUR
ACQUISITION EFFORTS WILL NOT MAKE SENSE
CHAMATH PALIHAPITIYA, FACEBOOK GROWTH MANAGER
RETENTION

REFERRAL
REFERRAL
METRICS
Total of referred users
Active referral
Total of Active coupons
per users
MRR of referrals per
user
EVALUATE THIS
IMPLEMENTATION
COST FOR A NEW
CLIENT
COST FOR A
REFERRAL

REVENUE
REVENUE
METRICS
Total of payments made
Total of pending payments
Total of cancelled
payments
Total of generated refunds
EARN REQUESTS

GROWTH HACKING
THE GROWTH HACKING MARKETING PROCESS

PIRATE METRICS
NORTH START METRIC
(NSM)
IDEAS PLAN
IDEAS RANK
TEST DESIGNEXCECUTE
ANALIZE
NSM
Select your metrics
Implement your Data
EVALUATE
WITH:
IMPACT/
CONFIDENCE/
EASE
Analysis of
Experiments
DocumentsGrowth Hacker
In Charge
Learnings
Automate the
process
WINNER IDEAS
LOSER IDEAS
KNOWLEDGE
BASE

A.IDEAS
FROM DATA AND INTUITION
HIPOTHESIS IDEASRISE
DATA AND INTUITION
HIPOTHESIS

B.IDEAS
AARRR CATEGORIES
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
VIRAL LOOP
- Personalized Blog Posts
- ASO Optimization with A/B test in iTunes and Play Store
- Test with texts and videos on Landing Page
- Integration of ChatBot process for lead qualification
- Notify with optimized offers, after a product evaluation
- Optimize email vended after knowing which pages the user visits
- Request access to contacts phone
- Get Free access for every new successful referral contact
- Integrate a token system that user needs to buy
- Integrate a subscription payment model

83
C.IDEAS
IMPACT CONFIDENCE EASE
WHAT IMPACT IS THIS
IDEA GOING TO
GENERATE IN OUR
GROWTH?
IT IS AN IDEA THAT
LETS YOU REALLY
TRUST TO BE
EXECUTED?
HOW COMPLEX IS THIS
IDEA TO BE
IMPLEMENTED? HOW
MANY RESOURCES WE
NEED?
ICE SCORE

84
D.IDEAS
MVP
MINIMUM VIABLE PRODUCT
✓ FAST EXECUTION
✓ EXISTING TOOLS
✓ INTEGRATE ANALYTICS
EXECUTION

85
E.IDEAS
DATA
ANALYTICAL COMPARISION
START DATE DATA
END DAY DATA TEST
ANALYTICAL COMPARISION
DATA

86
F.IDEAS
WINNERS
KNOWLEDGE BASE IDEAS
LOSERS

DASHBOARD
COMPARATIVE/
PROACTIVE

ASK FOR <<GROWTH IDEAS>>
1. SEARCH facebook.com/cacerolagm
2.
3.

TRAINEE OPORTUNITY
DID YOU WANNA LEARN HOW TO
IMPLEMENT THE GROWTH PROCESS?
LETS TALK
SEBAS@CACEROLA.CL

Q&A TIME
IF YOU DON’T LIKE TO ASK, WRITE AT:
SEBAS@CACEROLA.CL

Planning your Growth Hacking Process

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