The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.

1. •GrowthleadersI'mdeeplygratefultofortheirideas
orforadvancingmythinkinginspecificareas:
•CreateYourBusinessModel:AshMaurya'sLean
Canvas(http://leanstack.com/LeanCanvas.pdf),which
isadaptedfromAlexOsterwalder's
BusinessModelGeneration.com
•Product/MarketFit:MarcAndreessen,SeanEllis
•Most•MostValuableCustomers:SeanEllis&Qualaroo
•EarlyBehaviorofMostValuableCustomers:Josh
Elman,NabeelHyatt
•Aha!Moment:ChamathPalihapitiya
•Virality:CarlaWhite
•OptimizeConversionFunnel:TimAsh,Marketing
Experiments,TedCooper.com,SeanEllis
•Con•ContentMarketing&SocialMedia:KISSmetrics
•User&SocialNetworks/AppStores:KISSmetrics
•ActionableAnalytics+Research:AvinashKaushik,
DaveMcClure,BrianAu,SeanEllis
•G•Growthleaderswhohaveinformedmyoverallthinking:
SteveBlank,EricRies,JimJorgensen,AndrewChen,
BronsonTaylor&GrowthHacker.TV,ErinTurner&Gagan
BiyaniandtheirGrowthHackersConference.com,Rand
Fishkin,RobWalling,Unbounce,HubSpot,Udemy,
HeatherForsythe,ScottHauswirth,AngeliqueVega,Alex
Reynolds&myentirecareergroup.
@MarkAndersen
MarketingandGrowth
Executive,Online&Mobile
www.linkedin.com/in/markdandersen MarkAndersen@CareerNav.com
Cohortanalysis
Usertesting
•Qualitativetestingjustas
importantasquantitative
•Gaininsightintotraffic
abandoningyoursitethrough
onsitesurveys(Qualaroo.com)
••Learnwherethefrictionpoints
areinformsorpages
(UserTesting.com)
•Conductfocusgroups,
one-on-oneinterviewsin-person
oroverthephone
•Analyzinggroupsof
customersovertime
•Cohortscanbebymonth
joined,productbought,
acquisitionchanneletc.;goal
istoidentifyhighestretention
rate
••Afteridentifyingmost
valuablecustomers,engineer
product&onboardingto
continuouslyimprovetheir
experience
•Virality:usersspreadingyourproducttoasmanyothers
aspossible;notasimportantasretention
•Viralcycletime:howlongittakesuserstoconvert
othersintheirnetwork
•Viralcoefficient(KValue):#ofnewuserseachexist-
ingusersuccessfullyconverts.WhenKValueis>1you
haveviralgrowth
•LifetimeNetValuebyacquisitionchannel=Lifetimerev-
enue-CustomerAcquisitionCost(CAC)
•Acquisition:gettingvisitorstoyour
site/app
•Activation:userswhosignup,haveused
theproductatleastonce&becomepaying
customers(ifthat'syourmodel)
••Engagement:%ofcustomerswhoare
activelyusingyourproduct(perday,per
month...),whichfeaturestheyinteractwith
••Retention:retainingmonetizable
customers;docohortanalysistocompare
retentionrates;increasingretentionisavital
KPI&akeyleverinincreasingLifetimeNet
Value
KeyPerformanceIndicators(KPIs)
OptimizeYourProductRoadmap,MarketingandKeyPerformanceIndicators(KPIs)
Anengagement
metricidentifying
theearlybehavior
ofyourmost
valuable
customers.It's
mostpredictiveof
futufuturesuccess
Thefirsttimeanew
userexperiences
thebenefitsofyour
coreproductvalue
Whenpeople
spreadyour
producttoas
manyotherpeople
aspossible
Optimizethe
conversionrateof
visitorsinyour
marketingfunnel
bydoingA/B
testing
Createawesome
educational&
entertainingcontent
topullinprospects.
Usesocialmediato
amplifycontent
reach&build
communitiescommunities
Amplifyinvitations,
contentsharing,
useractivity,
notifications&
growth
Testadsonad
networks,social
networks,directly
withpublishers,
in-apponmobile
CuCustomerswho
clearedyour
product/marketfit
hurdles&with
highestLifetime
NetValue;do
cohortanalysisto
identify&identify&grow
"Theon"Theonlythingthat
mattersisgettingto
product/market
fit...beinginagood
marketwitha
productthatcan
satisfythat
mamarket."
(Andreessen)
Strategicallythink
throughthe
buildingblocksof
yourbusiness
PurposeToDo
Acquisition
spend
$ $ $ $ $ $$$$ $$$$ $$$$$$
Valuefor
customers
orgrowth
phase?
Value Value Value Value Value Growth Growth Growth GrowthValue&growth
Cohort
analysis,
usertesting
orKPIs
mostlyused?
•Facebook:get
newusersto7
friendsinthefirst
10days
••Identifythe
unique,early
behaviorofyour
mostvaluable
customers&build
thatuser
experiencefor
eveveryone(Elman)
•Evaluateyour
product&
onboardingtoget
userstotheirAha!
momentasearly&
oftenaspossible
••Dousertesting
tofigureoutwhere
thefrictionisin
youronboarding
flow&optimize
throughA/B
testing
•Thegreater
yourcoreproduct
value,themore
likelyyourproduct
willgoviral
••Buildsharing
with&invitingof
friendsintoyour
product
••Useemail&
socialnetworksto
spread:Twitter,
LinkedIn...
••Positive
word-of-mouthis
key.Trackyour
NetPromoter
Score
•Optimizingyour
funnelisagreat
waytoincrease
LifetimeNetValue.
Thisshouldbedone
beforeaccelerating
acquisition
spendingspending
•Useanalyticsto
findfrictionpoints
wherepeople
abandonyour
funnel.Identify
whytheyabandon
throughuser
tetesting&online
exitsurveys
•Publicrelations
••Blog,
enewsletters,
webinars,
infographics,
whitepapers,
ebooks,video,
podcasts
••SEO
•Opt-inemail
•Publicspeaking
••Build
communitieson
socialnetworks
relevanttoyour
users:Facebook,
LinkedIn...
•Userssend
invitations&share
contentviatheir
email,phone&
socialnetworks
••APIintegrations
publishuseractivity
&notifications.
Zyngauses
Facebook'sAPI.B2B
APIs:LinkedIn,
Yammer
••SellonAppleʼs
AppStore,Google
Play,AppExchange
•SearchEngine
Marketing(SEM)
•Affiliate
marketing
••Besureyour
acquisition
channelsareat
positiveLifetime
NetValuebefore
acceleratingspend
•Whatistheir
userexperience?
•Whatbenefits
aremostimportant
tothem?
•Whatistheir
onboardingpath?
••Howdidthey
discoveryour
product?
•Whatisthe
mostvaluable
positioning?(Ellis)
•Wouldatleast
40%ofyourusers
be"verydisappoint-
ed"ifyourproduct
wastakenaway?
(Ellis)UseSurvey.io
todetermineifyour
pproductis
must-have
•Haveyou
clearedengage-
mentandretention
hurdles?
•Haveyou
clearedyourNet
PromoterScore
(NPS)hurdle?
•Try
BusinessModelGene
ration.comorthe
adaptedLean
Canvas:
•Problem
•Solution
••Uniquevalue
proposition
•Unfair
advantage
•Customer
segments
•Keymetrics
••Channels
•Coststructure
•Revenuestreams
Content
Marketing&
Social
Media
Online/
Mobile
Advertising
User&
Social
Networks/
AppStores
Product/
MarketFit
Early
Behaviorof
MostValuable
Customers
CreateYour
Business
Model
Most
Valuable
Customers
Aha!
Moment
Virality
Optimize
Conversion
Funnel
Beforeaccelerating
acquisitionspending,
achieve
•Product/MarketFit
•Conversionfunneloptimization
•Acquisitionatpositive
LifetimeNetValueLifetimeNetValueMostimportant
stepincreating
customervalue
Total
Customer
Value
GROWTHHACKINGROADMAP
MaximizetheGrowthofYourMostValuableCustomers