This document discusses growth hacking, which involves experimenting with all available growth levers to understand what drives growth and optimize accordingly. It focuses on non-traditional marketing approaches for startups with tight budgets and aggressive growth targets. Potential growth levers include engineered user-get-user programs, leveraging massive platforms, optimizing onboarding, and using product features to boost distribution. The goal is to increase "units of gratification" through an experimentation process of ideating, prioritizing, testing, analyzing, and optimizing ideas.

1. Growth Hacking
The Human Operating System for
Marketing Technology
@seanellis
Sean Ellis
Aug 20th 2014
CEO of Qualaroo,
GrowthHackers.com
Twitter @seanellis

2. Origin: Desperate Startups
• Aggressive targets, tight resources
• Traditional approach not realistic
• Had to think of something else…
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3. Growth Hacking
• Experiment with all available growth levers
• Understand what’s driving growth, test to improve
• Heavy focus on product and optimization
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4. Potential Growth Levers
• Engineered user-get-user
• Massive platforms
• Onboarding
• Product
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5. Engineer User-Get-User
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6. Leverage Massive Platforms
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7. Onboarding: Optimize for Habits
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8. Distribute Via Product Levers
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9. The Growth Team
“Growth team” complements existing marketing team
• Multi-disciplinary
• Cross functional
• Evangelize growth culture
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10. Growth Hacking is Experiment
Driven Marketing
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11. Goal: Increase Units of Gratification
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12. Experimentation Process
1. Ideas
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2.Prioritize
5.Optimize
4.Analyze 3.Test

13. Inspiration for Ideas
• Knowledge Sharing, Voice of Customer, Referral Data…
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14. Insights Help Prioritization
• Quantitative/Qualitative insights
• Understand what’s driving growth,
double down.
• Prioritize high potential, high
probability, low effort
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15. Dropbox Example
• Freemium reduced allowable CPA
• Natural advantages to grow with
collaboration and sharing
• Catalyze sharing with double sided
referral program
• Optimize conversions on sharing loops
• 300 million users with no traditional
marketing
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16. 10 Other Growth Engine Breakdowns
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Download on Kindle

17. Questions?
Thank You.
Sean Ellis
CEO of Qualaroo
& GrowthHackers.com
Twitter: @seanellis
@seanellis