The document discusses lean marketing and growth hacking for startups. It notes that startups often focus on getting traffic and users quickly but fail to convert visitors into active users. It recommends mapping the user journey from visitors to active users to paid customers. The document then outlines strategies for acquisition, activation, retention, referral, and revenue using growth hacking techniques at each stage to move users through the funnel. These include reducing barriers, adding value for users, and building stickiness to keep users engaged from initial discovery through recurring purchases.

1. A start up wet dream.
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

2. •
•
•
•
•
•
Everyone gets you
Everyone loves you and wants to
make babies with you
Everyone asks if they can refer
friends to you
Everyone thinks of you first, everyday
Everyone pays you top dollar for zero
marketing spend
Everyone points to you as the
definitive customer lifetime model
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

3. The reality is
No one knows you
No one has the time to listen to you explain
what you do
• No one cares about you...yet
• No one wants to buy what you sell...yet
•
•
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

4. Think - Simple - Focused - Flexible
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

5. The Lean Marketing Funnel & Growth Hacking
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

6. The start up mind set is often a sprint
Get Traffic - Get Users - Profit
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

7. But when it bottlenecks at converting traffic into
users...
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

8. ...that is how you end up in Nousersville!
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

9. One of the most common start up problems:
Plenty of people pass through but no one stays
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

10. Map your flow
From visitors to active users
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

11. Understand the different user states (What do they need)Your job is to
get users from one state to the nextUse growth hack events as stage
kickers
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

12. It might look like this
Get Profits
Growth
Hack Event
Get Users
Growth
Hack Event
Get Traffic
Growth
Hack Event
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

13. Using AARRR with Growth Hack
Acquisition
Activation
Retention
Referral
Revenue
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

14. Acquisition (generating traffic)
Do a growth hack around ‘Discovery’
Who are your target users? If there is more than one user type, remember different fish
require different bait!
How will people find you and tell other people about you?
Design features, pages and content with sharing in mind.
What is their route back to you?
Can you cluster with partner technologies?
Channel strategy - media, message, viral,
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

15. Activation
If your not getting enough activations you don’t need more traffic. You need to Growth
Hack around converting visitors to active users.
Low or no barrier to experience / trial
Sign up (Getting the visitor to follow your lead to the sign up page)
The trade off (Their email address for...)
What is currency to the user? What can you give them that costs you nothing but they
would value?
How many touches before they bite?
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

16. Retention
Completeness tools (Helps you discover user commitment like Linkedin progress, Counter
in Dropbox etc.)
Help users get the most out of your features
Reason to stay put (Stickiness within the core product)
Stick with core metrics for now, measure visitors / activations / revenues
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

17. Referral
Build a referral hack - Inside or outside the core product? (Dropbox Free space for, Zoho
mail, Evernote)
Create repeat user value (The more you use it the more you get from it)
Clusters with other platforms and partners
WOM
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

18. Revenue
Subscription / Licensing
Business Development
Lead generation
Advertising
Up selling / Cross selling
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

19. Final words
Hire a growth hacker or build a growth team focused on achieving clear goals
Growth teams are across the business functions
Try and shortcut the funnel (Faster, cheaper, greater revenue potential). If you can go from
acquisition to revenue in less steps than your competition you'll boss the market
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.

20. Thoughts on Lean Marketing and Growth Hacking.
@outofthepark_
© Copyright. All designs, ideas, layouts and documentation are copyright of Out of the Park Ltd. All rights reserved.