Path to Traditional Pub - BookFest 2024 presentation - 03-23-2024.pdf
Growth hacking done the right way - our experience building 10+ companies - free templates included
1. THE GROWTH MACHINE
Doing growth hacking the right way
- including free resources and templates -
based on hands-on execution from growing 10+ companies
2. Uber got their first 10.000 drives mostly
from early adopter advocacy in the tech
crowds of San Francisco
Dropbox got 70.000 users overnight by
creating a 2 min video intended for a
Digg audience
Airbnb hustled their first $30k by
designing politically themed cereal
boxes
Dropbox got 70.000 users overnight by creating a
2 min video intended for a Digg audience
What works
for them will
not work for
you…
3. Uber got their first 10.000 drives mostly
from early adopter advocacy in the tech
crowds of San Francisco
Dropbox got 70.000 users overnight by
creating a 2 min video intended for a
Digg audience
Dropbox got 70.000 users overnight by creating a
2 min video intended for a Digg audience
What works
for them will
not work for
you…
Airbnb hustled their first $30k by
designing politically themed cereal
boxes
4. Dropbox got 70.000 users overnight by
creating a 2 min video intended for a
Digg audience
Dropbox got 70.000 users overnight by creating a
2 min video intended for a Digg audience
What works
for them will
not work for
you…
Uber got their first 10.000 drives mostly
from early adopter advocacy in the tech
crowds of San Francisco
Airbnb hustled their first $30k by
designing politically themed cereal
boxes
19. The number one reason that we pass on
entrepreneurs we’d otherwise like to back
is that they focus on product to the
exclusion of everything else...
Many entrepreneurs who build great
products simply don’t have a good
distribution strategy. Even worse is
when they insist that they don’t need one,
or call no distribution strategy a “viral
marketing strategy”.
– Marc Andreesen
“
”
20. All Growth Machine tools are free to download
Download the Growth Machine template
Companies using the Founders Growth Machine
29. Founders Growth Machine
- the process for finding your silver bullet -
Backlog
Experiment doc
Pipeline
30. The Backlog
- to quickly list, score and prioritize experiments -
Backlog
Experiment doc
Pipeline
31. 1 2 3
List all good ideas
for innovative
experiments
Quickly define
each activity on
expected result,
time to be used
and costs
Distinguish
between
acquisition,
awareness and
other activities
The Backlog
- to quickly list, score and prioritize experiments -
32. Structured according to AARRR funnel
The Backlog
- to quickly list, score and prioritize experiments -
1 2 3
List all good ideas
for innovative
experiments
Quickly define
each activity on
expected result,
time to be used
and costs
Distinguish
between
acquisition,
awareness and
other activities
36. Describe the ac.vity you would
like to promote – keep it simple!
1
2
The Experiment Document
- to document experiments and learnings -
Quickly and simply describe
purpose, hypothesis, experiment
design
3
Take advantage of wri3ng things
down before doing anything else
Structure:
1. Objective
2. Hypothesis
3. Experiment design
1. Expected results
2. Expected costs
3. Gut feeling score (1-5)
1. Results
2. Learnings (why)
3. Next steps
37. Structure:
1. Objective
2. Hypothesis
3. Experiment design
1. Expected results
2. Expected costs
3. Gut feeling score (1-5)
1. Results
2. Learnings (why)
3. Next steps
Completed
before
experiment
Completed
after
experiment
Describe the ac.vity you would
like to promote – keep it simple!
1
2
3
The Experiment Document
- to document experiments and learnings -
Quickly and simply describe
purpose, hypothesis, experiment
design
Take advantage of wri3ng things
down before doing anything else
38. Backlog
Experiment doc
Pipeline
The Pipeline
- to track and get overview of experiments -
39. 1 2 3
Place all your
promoted
experiments in the
Pipeline
Quickly define
each activity on
expected result,
time to be used
and costs
Distinguish
between
acquisition,
awareness and
other activities
The Pipeline
- to track and get overview of experiments -
40. The tools mentioned above are all free at
growth.founders.as
Download the Growth Machine template
Companies using the Founders Growth Machine
41. How to apply the Growth Machine
Epiphany
of a new
growth
hack
Put it in
the
Backlog.
Fill out
step 1-6
in the
experimen
t doc.
Discuss
steps 1-6
at the
weekly
meeting.
Promote
to
Pipeline,
start exp.
Reflect
on WHY.
Note
down
learnings.
Present
findings at
the
growth
meeting.
1
2
3
45
6
7
42. What we got out of it
More structure
Better visibility
Improved learning
A simple and
structured
overview of our
marketing
experiments
Better tracking of
performance by
comparing initial
hypothesis with
actual results
Better
understanding of
what works and not
- and WHY
44. A TOOL IS ONLY AS GOOD AS THE
PERSON APPLYING IT
Learning & Impact
over
Activity & Ideas
RIGOROUS
DISCIPLINE
Main Purpose is to
Learn & Become better
45. It’s a MINDSET
A TOOL IS ONLY AS GOOD AS THE
PERSON APPLYING IT
Learning & Impact
over
Activity & Ideas
RIGOROUS
DISCIPLINE
Main Purpose is to
Learn & Become better
46. All resources mentioned in this presentation are available for free
growth.founders.as
Download the Growth Machine template for free
Companies using the Founders Growth Machine