★ A growth engine consists of interconnected recurring activities measured by key performance indicators (KPIs) across the customer journey (acquisition, activation, retention, referral, revenue). ★ Growth hacking follows a routine of hacking experiments, measuring their impact on KPIs, and learning to continuously improve the growth engine through minimal risk experiments. ★ The routine involves selecting focus areas based on prior performance, brainstorming experiments, running experiments, and analyzing their impact to refine future experiments.

1. Growth hackingElia Mörling for Hyper Island 12/2
@tribaling
elia@tribaling.com

2. @TRIBALING
ELIA@TRIBALING.COM
LINKEDIN.COM/IN/EMORLING
let’s be friends

3. ALEXANDRIA
STOCKHOLM
BJÄRKA-SÄBY3
LIVES
ELIA MÖRLING

5. underwater
networks
crowdsourcing
apps
app store
for the web
wearable
private cloud
STARTUPS

6. Tribaling.com

7. INTRO

8. Tools
Craftmanship
Network

9. THESYSTEM

10. 100 000
LIKES

11. ★ Framework for building a growth engine
★ Growth hacking method for improving the engine
★ Growth hacking routine
★ Unique insights about growth hacking, that required
20 years crash-and-burn
what to expect

12. STARTUPS LEADING
THE WAY

13. build it
& they will come
source: http://www.terminally-incoherent.com/blog/2013/11/04/what-happens-to-
nuclear-power-plants-during-a-zombie-apocalypse/

14. almost every failed startup has a
product. what failed startups don’t
have are enough customers
Gabriel WEINBERG
justin mares

16. HOW COULD THEY BEAT US
TO IT IN 6 MONTHS?
source: http://dealbreaker.com/2012/01/bonus-watch-12-goldman-sachs-morgan-stanley/

17. runway
burn
rate

18. NO TIME FOR MONKEY
BUSINESS

19. in the absence of big budgets,
startups learned how to hack the
system
MICAH BALDWIN, mentor at techstars and 500 startups

20. THE GROWTH HACKER

25. GROWTH HACKING

26. validated learning
source: http://www.allbusinessideas.net/what-is-risk-management/

27. HACK
MEASURELEARN

28. HACK
MEASURELEARN
experiment
KPIpivot/preserve

29. HACK
MEASURE
experiment
KPI
hypothesis
baseline
analysis
LEARN
pivot/preserve

30. Scalable
Measurable
Achievable
Repeatable
Toxic
smart growth hacks

31. ★ We can constantly improve our growth engine
★ We can experiment, and still minimize risk
★ Focus on what matters the most, so that we spend
our time and money wisely
★ A routine that can be practiced and taught
growth hacking perks

32. THE GROWTH ENGINE

33. a system of
interconnected recurring activities

34. growth engine

35. CUSTOMER JOURNEYHEAR ABOUT
SIGN UP
COME BACK
SHARE
BUY

36. CUSTOMER STATEHEAR ABOUT
aware
interest
SIGN UP
desire
trust
COME BACK
satisfied
SHARE
passionate
BUY
convinced

37. startup framework
for founders
aarrr

38. ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
AARRR

39. ACTIVATION
RETENTION
REFERRAL
REVENUE
ACQUISITION
X
X
X
TRADITIONAL

40. ACQUISITION
# visitors
ACTIVATION
# signups
RETENTION
# returning
REFERRAL
# referred
REVENUE
# $$$
KPI

41. 4. VIRAL
LOOP
2. MVP
3. CONVERSION
1. SEGMENT
3.FUNNEL
3. CHANNELS

42. ★ How do we create awareness and interest in our
product? (Acquisition)
★ How do we build trust and desire, so that they give us
permission to contact them again? (Activation)
★ How do we get them to come back? (Retention)
★ How do we get them to share about us? (Referral)
★ How can we earn more money? (Revenue)
5 questions

43. ★ Interconnected measured recurring activities that help
us grow
★ Constant improvements through hack, measure, learn
★ Escalates our learning
★ Efficient time and money spending
★ Bridging strategy and tactics
growth engine perks

44. 3 SWEET SPOTS

45. ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
CAC < LTV

46. ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
BRAND COMMUNITY

47. ACQUISITION
ACTIVATION
RETENTION
REFERRAL
REVENUE
VIRAL LOOP
1
2

48. THE GROWTH HACKING
ROUTINE

49. ACQUISITION
10000 visitors
(+1000)
ACTIVATION
300 signups (+30)
RETENTION
1200 returning
(+20)
REFERRAL
50 referred (-25)
REVENUE
$1 00 000 (+ $10 000)
1. HOW DID WE PERFORM?

50. 2. WHYfacebook ads
prod e-mails
ACQUISITION
10000 visitors
(+1000)
ACTIVATION
300 signups (+30)
RETENTION
1200 returning
(+20)
REFERRAL
50 referred (-25)
REVENUE
$1 00 000 (+ $10 000)

51. 3. EXPERIMENTS TO KEEPfacebook ads
ACQUISITION
10000 visitors
(+1000)
ACTIVATION
300 signups (+30)
RETENTION
1200 returning
(+20)
REFERRAL
50 referred (-25)
REVENUE
$1 00 000 (+ $10 000)

52. 4. SELECT FOCUS
ACQUISITION
10000 visitors
(+1000)
ACTIVATION
300 signups (+30)
RETENTION
1200 returning
(+20)
REFERRAL
50 referred (-25)
REVENUE
$1 00 000 (+ $10 000)

53. 4. EXPERIMENTS TO RUN
leaderboard
win-win
invitation
ACQUISITION
10000 visitors
(+1000)
ACTIVATION
300 signups (+30)
RETENTION
1200 returning
(+20)
REFERRAL
50 referred (-25)
REVENUE
$1 00 000 (+ $10 000)

54. ★ A growth engine is a series of interconnected recurring
measured activities that help us grow sustainably
★ Growth hacking uses hack-measure-learn to
continuously improve our growth engine with minimal
time, effort and risk
summary

55. i want your feedback
@TRIBALING
ELIA@TRIBALING.COM