Presentation for Growth Hack Talks 2015.

1. How i smashed our
indiegogo in 2 days
Elia Mörling for Growth Hack Talks
24/9 2015
@TRIBALING
ELIA@TRIBALING.COM
LINKEDIN.COM/IN/EMORLING

2. ALEXANDRIA
STOCKHOLM
BJÄRKA-SÄBY3
LIVES
elia mörling

4. World’s first smartwatch with wireless data storage

5. From scratch
Hyper
growthGrowth
Traction
Product
market fit
Problem
solution fit

6. I worry about my privacy
in the cloud
84%

7. I like the idea of having a private
cloud that only I can access
97%

8. I like the idea of having a private
cloud that I can wear on the go
97%

9. i want to wear it on my
wrist
85%

10. conditions
★ 16 bootstrappers from Sweden, mainly engineers
★ Growth Hacking with 1 week sprints
★ Minimal budget for a video production and PR-
agency
★ At the time - a non existent smartwatch market

11. Tribal marketing

12. tribal commonalities
SYMBOLS
LANGUAGE
INFLUENCERS STORIES
PLACES
EXPERIENCES
VALUES &
BELIEFS

14. Mindset:
building a growth engine

15. AARRR
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

16. How can we
attract more
people?
BIG 5
How do we get
more people to
do something?
How do we
get more
people to
come back?
How do we
get more to
share about
us?
How do we
sell more?

17. ACQUISITION
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

18. EXPERIMENT: TRIBES
Early tech adopters
Wearable tech
Fashion tech
Graphic designers
Travelers
Data privacy
Kickstarters

19. EXPERIMENT: MESSAGES
Data security Kickstarters

20. EXPERIMENT: TRIBES
Early tech adopters
Wearable tech
Fashion tech
Graphic designers
Travelers
Data privacy
Kickstarters

21. EXPERIMENT: CHANNELS

22. EXPERIMENT: CHANNELS
X X

23. EXPERIMENT: 3D CHALLENGE
56 designs, 1967 votes

24. ACTIVATION
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

25. ACTIVATION
Sign up form Surveys

26. ACTIVATION
Survey examples
★Need
★Features
★Name
★Logo
★Product design
★Crowdfunding video
★Crowdfunding page

27. RETENTION
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

28. RETENTION
Newsletter Social CRM

29. REFERRAL
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

30. REFERRAL1K Gleam contestants 1.6M reach on Thunderclap
100 T-shirts

31. REVENUE
ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE

32. REVENUE

33. EXPERIMENT: SEGMENTED
EMAILS

34. EXPERIMENT: OLD BACKERS
KUFF LIMA MBLOK
1000 old backers were contacted
10 backers
~$2500 revenue

35. EXPERIMENT: COMMUNITY
DEALS
12,5% conversion rate
>$5000

36. Results
★ $60K in 2 days
★ $100K and 159%
funded
★ 400 backers from 45
countries
★ 25% backers from our
own community
★ 3K e-mails

37. learnings
crowdfunding
tribe

38. learnings
★ Tribefunding: connecting with existing tribes,
and building your own
★ Referral campaigns are super effective
★ Make sure to hit your funding target early,
because success breeds success
★ Media coverage for crowdfunding is a
challenge
★ Test everything!

39. current situation
★ Production of ReVault
★ Seeking investments to ramp up
★ Building strategical partnerships

40. HTTP://GROWTHHACKERDECK.COM/

41. THANKS FOR LISTENING!
@TRIBALING
ELIA@TRIBALING.COM