Growth Hacking.

Reply Xchange 2015 talk about Growth Hacking.

Transcript

1. Growth Hacking. @sebastian_nell
2. What is Growth Hacking?
3. „Growth hacking is like big data; everyone talks about it, nobody knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it.” Sebastian Nell, Director Strategy & Innovation, Triplesense Reply
4. Starbucks
5. Starbucks
6. What growth hacking is not.
7. Hyper Growth!
8. Sean Ellis Startup Pyramid Growth Product / Market Fit Product / Problem Fit Transition to Growth 0  
9. Product First. Growth Product / Market Fit Product / Problem Fit Transition to Growth 0   Hack 2 Validate
10. Growth Second. Growth Product / Market Fit Product / Problem Fit Transition to Growth 0   Hack 2 Grow
11. The right Mindset. Growth Product / Market Fit Product / Problem Fit Transition to Growth 0   Love  Data  and  don’t  believe  in   assump3ons   Know  your  customer   Be  curious  and  naughty   Move  fast  and  make  your   hands  dirty   Develop  a  growth  culture  
12. Takeaways You can not add growth on top of a product as an afterthought. You have to build a product that has a real value to customers. You have to leave your inside-the-building comfort zone and stop believing you know anything if you can’t prove it with data. Growth Hacker’s live in the intersection of data, product and marketing… (It’s technology paired with creativity).
13. Applied Growth Hacking
14. „Gentlemen, we have run out of money; Now we have to think.“ Winston Churchill, Prime Minister of the United Kingdom.
15. PS: I LOVE YOU. GET YOUR FREE E-MAIL AT HOTMAIL  
16. Hotmail
17. Dropbox
18. Airbnb Photographers
19. Airbnb Photographers
20. Mailbox
21. Salvation Army (Norway)
22. Takeaways Not one person alone comes up with growth ideas. Build growth hacking teams. (e.g. Product, Marketing, Tech, Sales) For 1 successful growth hack, there are plenty of failed ones and that’s awesome! Aim for a win-win situations, they convert best. Not all growth hacks are digital, think outside of comfort zones.
23. Go Go Growth Hacking.
24. When to use growth hacking? What we want to achieve with growth hacking is moving users/the product from one state to the other!
25. Dave McClure AARRR Metrics Growth Product / Market Fit Product / Problem Fit Transition to Growth 0   ACQUISITION ACTIVATION REVENUE RETENTION REFERRAL How and in which channels do we reach potential customer? Do we offer the right product? Do we offer them the best customer experience? How do we best make money? Do users come back? How loyal are they? Do customers tell others about us?
26. Our Process Data gathering & building Insights Ideation & Identification of Growth Hacks Backlog building & prioritization of impact, probability and resources Build & Run Experiments – Measure & Learn Repeat, Repeat, Repeat
27. Experiment Report Background What are you trying to achieve? => Give Context. What are you trying to learn? Falsifiable Hypothesis Your list of statements on the expected outcome of the experiment. Use this format: [Specific repeatable action] will [expected measurable outcome] => Quantify your goals Experiment Scope How long will the experiment last? => Define the maximum time/ effort spent on this experiment Minimum Build Plan List the build plan step by step to get your measurement and experiment. => What needs to be done? (define scope, MVP!) Results Enter the data. => Actual data you measured based on your hypothesis Validated Learning Summarize your learning from the experiment. => Validated? Invalidated? Inconclusive? + Why? Next Action What’s the next experiment? => What will you do next based on your learning? Experiment Definition Result Analysis
28. Hack – Measure - Learn
29. „In god we trust, all others must bring data. “ William Edwards Deming, a renowned American statistician.
30. Takeaways Use multiple methods to gain better insights(data), and make them measureable When you identified a potential Growth Hack, be very specific about what you expect will happen Create a process that fits into your organization Follow the resources provided in this presentation and become a growth hacker to help change the way we build products
31. Resources to check out
32. Resources Growth Hacking http://www.quicksprout.com/the-definitive-guide-to-growth-hacking/ http://www.quora.com/What-is-growth-hacking https://growthhackers.com/ http://www.startup-marketing.com/ Customer Development: http://steveblank.com/ https://twitter.com/sgblank Lean Startup: http://theleanstartup.com/ https://twitter.com/ericries http://spark59.com/ https://twitter.com/ashmaurya
33. „It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.“ Charles Darwin, English naturalist and geologist, best known for his contributions to evolutionary theory.
34. Thank you. @sebastian_nell
35. Image Credits Slide 4 : http://www.eater.com/2011/1/17/6701687/starbucks-to-launch-a-31-oz-big-gulp-of-coffee-the-trenta Slide 6 : http://kansascity.legalexaminer.com/wp-content/uploads/sites/73/2015/02/Silver-Bullet.jpg Slide 7 : http://1wkf705fg6e2aisrw22uhig6.wpengine.netdna-cdn.com/files/2013/09/UOiOtakn8ds-600x350.jpg Slide 14: http://cdn.images.express.co.uk/img/dynamic/1/590x/06n25churchill-382089.jpg Slide 16: http://www.smartinsights.com/wp-content/uploads/2013/02/Hotmail-Growth.png Slide 17: http://cdn.makeuseof.com/wp-content/uploads/2013/03/get-free-dropbox-space.png?99eb8a Slide 18: https://growthhackers.com/wp-content/uploads/2014/09/airbnb-photographers-chart.png Slide 19: http://qph.is.quoracdn.net/main-qimg-b8f31dbce320bd40b7c554efb3e2d453?convert_to_webp=true Slide 20: http://static1.businessinsider.com/image/5113f564eab8ea6006000007-640-960/photo-35.png Slide 21: original source unknown Slide 29: http://kunststoffreport.de/wp-content/uploads/2010/03/deming.jpg