8. Andy Young // @andyy // andy@500.co
Let’s talk about something REAL
9. Andy Young // @andyy // andy@500.co
Growth Hacking..? Technical Marketing..?
Call it what you want, teams at high-growth companies are
scaling to millions of users without major use of any
traditional mass advertising/marketing approaches.
10. Andy Young // @andyy // andy@500.co
● SEO
● Content Marketing
● Performance Marketing (Paid search & display, retargeting)
● Conversion Optimisation (CRO) & A/B Testing
● User testing & UX
● Viral Loops
● Strategic Pricing
● …
The Growth Hacker’s Toolbox
12. Andy Young // @andyy // andy@500.co
Technical Hacks
AirBnB built on top of Craigslist
13. Andy Young // @andyy // andy@500.co
Product Hacks
Dropbox succeeded with a
Referral Scheme
14. Andy Young // @andyy // andy@500.co
Viral Hacks
Hotmail put
“P.s. I love you. Get your free email at Hotmail.”
in the footer of every email.
15. Andy Young // @andyy // andy@500.co
Partnership Hacks
Uber partnered with Telcos to get their App
promoted/installed on phones
16. Andy Young // @andyy // andy@500.co
What Hacks are NOT
17. Andy Young // @andyy // andy@500.co
There are loads of great tips and hacks out there
Subscribe to 500’s “DISTROSNACK” newsletter!
But following all these cool tips will not itself
bring success.
What Hacks are NOT
18. Andy Young // @andyy // andy@500.co
Things with big impact:
★ Top of funnel
○ How to reach HUGE new audiences in a cost-effective way
★ Middle of funnel
○ Attracting and drawing people deeper into engaging with you
★ Bottom of funnel
○ Close to the $$$ - convert higher % and simply make more money!
Things that WILL make a difference
19. Andy Young // @andyy // andy@500.co
Growth Hacking is finding growth that is:
➔ Measurable
➔ Repeatable
➔ Scalable
Sean Ellis: “Growth Hacking is experiment-driven marketing”
It’s a mindset.
Growth Hacking Truths
20. Andy Young // @andyy // andy@500.co
➔ Pre-launch: test proposition with customers; learn what you should build.
➔ Beta: fix your shitty product until people like it and stick around/give you €€€
➔ Growth: time to scale. So you got here by doing Things That Didn't Scale -
awesome, now it's time to operationalise all that stuff while you explore and
build out new acquisition channels.
➔ Scale: optimise, optimise, optimise; keep on top of changing channel
effectiveness and emerging opportunities; start to compliment your growth
hacking efforts with above-the-line marketing.
Stages of Growth
21. Andy Young // @andyy // andy@500.co
7 Growth Lessons
from the Distro Dojo
22. Andy Young // @andyy // andy@500.co
#1 - nail down your
value proposition
& messaging
23. Andy Young // @andyy // andy@500.co
- 10,000 ft view exercise -
- bit.ly/10kftview -
24. Andy Young // @andyy // andy@500.co
What product/service, for which target market?
Why do our customers love us?
Why do they choose us over the competition?
How do we make money?
What is our primary way to get new customers?
Our business will become a huge, runaway success if…
During the next 3 months we need to focus on…
What ONE target do we want to hit?
10,000 ft view
bit.ly/10kftview
25. Andy Young // @andyy // andy@500.co
#2 - get Product/Market fit
before you try and grow
30. Andy Young // @andyy // andy@500.co
bit.ly/kpi-sheet
31. Andy Young // @andyy // andy@500.co
Not an operational dashboard:
metrics related to growth
1. Identify top-level KPI
2. Add nuance
3. Add drivers
4. Add funnel for these drivers
Template Google Sheet: bit.ly/kpi-sheet
32. Andy Young // @andyy // andy@500.co
#4 - identify Levers
and prioritise your backlog
33. Andy Young // @andyy // andy@500.co
Levers:
things you can push
to get growth
34. Andy Young // @andyy // andy@500.co
Identify your
One Metric That Matters (OMTM)
to get everyone pushing
in the same direction
35. Andy Young // @andyy // andy@500.co
Prioritise using ICE
framework:
-Impact
-Chance of Success
-Effort (time/resources)
36. Andy Young // @andyy // andy@500.co
#5 - drive growth via
experimentation
and learnings
37. Andy Young // @andyy // andy@500.co
“Learning is the essential unit
of progress for startups”
38. Andy Young // @andyy // andy@500.co
Make predictions in advance!
39. Andy Young // @andyy // andy@500.co
#6 - it’s a Mindset
40. Andy Young // @andyy // andy@500.co
The world is constantly changing
(channel efficiency/effectiveness, etc)
Experimentation & learnings
Build a machine
Naturally curious
Motivated by helping the customer achieve their goals
Growth Mindset
41. Andy Young // @andyy // andy@500.co
#7 - maintain discipline with a
Weekly Growth Meeting
42. Andy Young // @andyy // andy@500.co
Agenda
1. Review KPIs
2. What did we learn last week?
3. What experiments are we running this week?
No work is to be done during the meeting!
Weekly Growth Meeting
43. Andy Young // @andyy // andy@500.co
BONUS #8
Talk to your users
44. Andy Young // @andyy // andy@500.co
User testing script - cheers Steve Krug!
www.sensible.com/downloads/test-script.pdf
46. Andy Young // @andyy // andy@500.co
#1 - nail down your value proposition & messaging
#2 - get Product/Market fit before you try and grow
#3 - build a model to understand your business
#4 - identify Levers and prioritise your backlog
#5 - drive growth via experimentation & learnings
#6 - it’s a mindset
#7 - maintain discipline with a weekly growth meeting
Talk to your users!
47. Andy Young // @andyy // andy@500.co
Thanks, & good luck!
48. Andy Young // @andyy // andy@500.co
● 10,000ft view worksheet
● Bryan Balfour: The Scientific Method: How to Design &
Track Viral Growth Experiments
● Dave McClure's Startup Metrics for Pirates
● Eric Ries’s Three Engines of Growth
● My deck on Analytics for Startups
● 500 Startups Accelerator Marketing Hell Week:
videos, templates & goodness
● DISTROSNACK: daily growth hacks
Further references..