Growth Tribe Academy: Growth Hacking 101 Handbook

1. Growth Hacking 45min Power Session Nobody cares about your product or website..

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3. 3 Month Academy growthtri.be/academy 2 Day Crash Course growthtri.be/crashcourse

4. Startups Students 3-month full-time growth hacking academy 3-month full-time growth hacking academy

5. Adult Education Startups Students Corporates 3-month full-time growth hacking academy 3-month full-time growth hacking academy Crash-courses Consulting and Academies

6. The Brain Of A “Growth Hacker” Place your screenshot here

7. Takeru Kobayashi

8. Takeru Kobayashi

9. “ If you’re growing a company today you better learn to eat hot dogs fast...

10. Udemy

11. Paypal Source: ReferralCandy 100k users in the first month! 7-10% daily growth >> 100 million members 1 million march 2000 >> 5 million summer 2000 $10 $10 $10 $10

12. Paypal

13. Famous examples

14. What do these have in common? Creative or Sneaky More than just marketing OPN (Other People’s Network)

15. Why is Growth Hacking Taking Over The World? Place your screenshot here

16. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated

17. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution

18. Startups don’t fail because they lack a product; they fail because they lack customers and a profitable business model. - Steve Blank “Startups focus too much on building product with limited attention to customer interaction, usability, and marketing. This is also a big fail." - Dave McClure "Poor distribution—not product—is the number one cause of failure. " - Peter Thiel

19. 250-3000 Ads per day

20. 110 million developers and growing..

21. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly.

22. Viral Channel Effectiveness

23. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly. 4. Acquiring is easy!! Activation and Retention are frikkin’ hard

24. ouch

25. Retention trumps all...

28. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. Don’t worry...New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are frikkin’ hard 5. Available Data = It’s all about ROI >> Remove waste

29. Why is Growth Hacking Important? 1. Traditional marketing channels are expensive and saturated 2. Most projects focus heavily on product, but the real challenge is with distribution 3. New channels are popping up very rapidly 4. Acquiring is easy!! Activation and Retention are frikkin’ hard 5. It’s all about ROI >> Remove waste 6. It’s not about the tips and tricks. You need a process

30. Pirate Metrics Flowchart OMTM(s) the GROWTH process

31. Read This! Lean Analytics

32. OMTM Pirate Metrics Flowchart Ideate Idea backlog OMTM(s) Hard + Soft data Copy others + Go crazy Systemize or Productize the GROWTH process Experiment Doc Time boxing Design Test Minimum Viable Experiment P.I.E.S or B.R.A.S.S. Rank Prioritization Framework Cross-skilled teams Agile Scrum Execute! Get It Done!!! Learnings Analyze Hard and Soft Data Thanks Brian Balfour

33. Awareness Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data

34. Speed = WIN!

35. Speed = WIN! Growth Hack

36. So WTF is Growth “Hacking”? Place your screenshot here

37. ““Growth hacking is generally a small data-driven and technical group tasked with figuring out how to scale the business.” -Some guy on the internet

38. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING

39. Creative Marketing What Is Growth Hacking? Coding + Automation UX improvement Conversion Rate Optimization

40. “Most big successes have a little bit of evil in them” - Alistair Croll

41. ETHICS GAMESmart or Sneaky?

42. Smart “Cheeky, acceptable… Achieving a goal with limited resources, not harming anyone, bending the rules… but not too much.”

43. Sneaky “Unethical, harmful, sleazy, suspicious, something I wouldn’t be proud telling my kids about.”

44. Nailing the supply side of a marketplace

45. What to do with 100 million emails?

46. Auto-invite friends

47. Protesters and Taxis

48. V2

49. Can you cancel my order?

50. Can you cancel my order?

51. “Most big successes have a little bit of evil in them” - Alistair Croll

52. Creative Marketing What Is Growth Hacking? Coding + Automation Technical Marketing Conversion Rate Optimization

53. Skills

54. 2 Days 30€ Unlimited leads

55. Blockspring Playbook Infinite Leads :D blockspring Clearbit API Email Hunter API

56. “How to come up with these tricks?

57. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Inspiration: @clarabuchanan

58. Experiment based approach

59. Hard data - Conversion Funnels Are people signing up? Are people being activated?

60. Hard data - Retention Charts Are users coming back? What is the impact of our efforts on retained users?

61. Hard data - Regression Analysis What is our CLTV per segment? Constant = 105€ Big businesses are worth +160€ Consumer segment is worth -90€ Customer from Delft is worth +10€

62. Hard data - Behavioural Segmenting What behavioural segments are more valuable? Can we predict their behaviour? ID R F M RFM 40133 5 3 2 532 40135 5 4 3 543 40136 5 3 4 534 40139 5 4 4 544 40141 5 4 5 545 40142 5 4 1 541 40143 5 5 3 553 40145 5 1 3 513 40147 5 4 4 544 40149 5 4 1 541 40151 5 1 2 512 40152 5 1 5 515 Recency, Frequency, Monetary

63. Creative Marketing What Is Growth Hacking? Coding + Automation Data + Testing Lean Marketing Technical Marketing Behavioural Psychology UX improvement Inspiration: @clarabuchanan

64. Soft data why?

65. Behavioural Psychology

66. Creative Marketing What Is Growth Hacking? Coding + Automation Behavioural Psychology Data + Testing Lean Marketing Technical Marketing UX improvement Conversion Rate Optimization Inspiration: @clarabuchanan GROWTH HACKING

67. The skillset of a growth hacker

68. Growth vs. Marketing Place your screenshot here

69. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell Marketing Growth

70. Pirate Funnel Awareness Getting people to visit your website Acquisition Getting them to sign up Activation Users get a great first user experience Retention Making sure users come back Referral Getting users to invite others Revenue Sell, upsell, cross sell

71. “Traction” Book

72. Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales

73. Customer Acquisition Channels Search Engine Marketing (SEM) Search Engine Optimization (SEO) Social Ads Affiliate Marketing Retargeting Offline Ads Events Organization Email Marketing Business Development Speaking Engagements Traditional PR Guerilla PR Existing Platforms Tools Based Marketing Guest Content Marketing Content Marketing Conferences Inherent Virality Artificial Virality Sales

74. Customer Acquisition Channels Social Ads Retargeting Email Marketing Content Marketing

75. growthtri.be/brass2

77. Negative ageing: “Leave quickly or stay long” Motivation or Ability issue?

78. BJ Fogg Model

79. HOMEWORK1. Go to bit.ly/gtusehub and create an account 2. Choose “Create a 5 second test” 3. Take a screenshot or use their “screen capture a webpage” 4. You can do the test in English or any language. 5. Input this information a. Test Instructions: “Imagine that you land on this page” b. Question 1: “What product or service does this website offer?” c. Question 2: “Why is it better than competitors or similar services?” 6. You will get 5 credits to launch a 5 second test to 5 people

80. BJ Fogg Model

81. Cialdini’s Principles of Persuasion

82. BJ Fogg Model

83. Don’t make me think

84. Visual Trick: Zoom Out!

86. Famous wow moments 1-day retention Put at least 1 file in a folder Follow 30+ people 7 friends in 10 days Get someone to buy 3 times = average 11 purchases a year.

87. HOMEWORK 1. Define your WoW moment? What is the moment when a visitor really feels “Wow I see the power in this, I understand what value this is bringing me or what pain it is solving” 2. Count how many steps it takes for a new visitor to reach the WOW moment 3. Brainstorm and wireframe a simpler flow where a new visitor reaches the wow moment in less steps.

88. Small tip…. Flip the WOW Acquisition Activation Retention Referral Revenue Awareness Activation Acquisition Retention Referral Revenue Awareness Flip Acquisition / Activation

89. WOW this is awesome!

91. There Are A Bunch Of Ways To Increase Retention Improve Current Features (Talk to users, usability testing) Work on Onboarding (First User Experience is crucial) Improve Quality of Tool (Smarter, Faster, New features, more stable) Bring Back The Dead Remind users you exist

92. There Are A Bunch Of Ways To Increase Retention Improve Current Features (Talk to users, usability testing) Work on Onboarding (First User Experience is crucial) Improve Quality of Tool (Smarter, Faster, New features, more stable) Bring Back The Dead Habits through HOOKS! Remind users you exist

95. OMTM Hard + Soft data P.I.E.S or B.R.A.S.S. Experiment Doc Time boxing Cross-skilled teams Agile Scrum Pirate Metrics Flowchart OMTM(s) Learnings Systemize or Productize Ideate Idea backlog Rank Prioritization Framework Design Test Minimum Viable Experiment Execute! Get It Done!!! Analyze Hard and Soft Data Copy others + Go crazy the GROWTH process

96. The skillset of a growth hacker

97. The Growth TEAM Head of Growth Process-Driven Analytical Creative Strong Personality T-shaped Soft Skills Developer Fast iterations Build fast fix later Loves data + tracking Creative Growth oriented Executes fast UX/UI Customer empathy Executes fast Front-end code Ship fast Loves testing Conversion Rate Optimizatio n Data Analyst Small data sets Large data sets Back-end knowledge Needle in haystack Data to insights

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100. Twitter @darnocks Linkedin David Arnoux Lets be soshul media friendz