A simple introduction to the emerging mindset of Growth Hacking - A more creative and effectual way to do revenue driving, Web traffic generation.

1. bill@kaleidico.com

2. Assumptions that will kill your business
• Growth isn’t important
• I have enough customers
• My product is done (perfected)
• Referrals will sustain any business

3. All businesses have a
natural decay rate

4. Sustained growth is the only
defensible competitive strategy.

5. Growth Hacking:
Energizing your marketing with an insatiable
intensity for growth--traffic, users, and revenue.

6. Objective:
Create a sustainable business with sufficient
users to confidently maintain product to
market fit.

7. 3 Growth Levers
1. Product
2. Traffic
3. User Intent

11. The first number is
probably overwhelming

13. • No lead capture mechanism
(don’t laugh - it’s the most
common problem)
• No incentive or value
proposition
• Asking for too much
information
COMMON LEAD
ACQUISITION
PROBLEMS

14. • Nothing to buy (don’t laugh - see #1
problem in lead acquisition)
• Forget to tell leads what to do next.
Be VERY direct.
• Path to first Aha! is to complex or
takes too long. Develop for instant Wow.
COMMON CUSTOMER
ACQUISITION PROBLEMS

15. • Most Products Suck (especially at first)
• You’re not talking to users - ALL the time
• Product is missing viral loops - features
that generate referral sign-ups
• Product is missing features that drive up
DAU/MAU (Daily Active Users/Monthly
Active Users) ratio
COMMON PRODUCT
PROBLEMS

16. • Retention rate
• DAU/MAU
• Survey (do you deliver an Aha! moment?)
IS YOUR PRODUCT
WORKING, FOR GROWTH?

17. TRAFFIC, LOTS OF TRAFFIC

18. Get (economically) efficient traffic...
And lots of it!

19. SYSTEMATICALLY
HARVEST CHANNELS
ALREADY HOSTING YOUR
TARGET CUSTOMERS

20. Facebook
Google AdWords
Hacker News
YouTube
Email
POPULAR CHANNELS FOR
SPAWNING VIRAL TRAFFIC

21. What Do Consumers Want?

23. • Customer development...before the build
• Follow a leader to learn. Build something
that already works, with a distinct
differentiator
• Let customer data inform your product and
marketing tactics

24. TALK TO USERS...
ALL THE TIME
• Survey
• Beta test
• Loyalty groups
• Social media
• Face-to-face

27. VIRAL LOOPS
Users gain value by pulling others into the
product
Linkedin - closer to access
Dropbox - more storage space
Farmville - faster rewards

28. VIRAL LOOP STRATEGIES
Margin Viral Loop - User gives something to a
friend that only cost the company a fraction of it’s
face value. (e.g., Dropbox)
Savings Viral Loop - User and friend both get a
coupon. Only a fraction redeem - % breakage rate.
(e.g., Zappos)
Goal Viral Loop - User has a goal (friends
participate together, a social cause) encouraging
them to share. (e.g., Living Social, $1 goes to...)

29. Growth Hacking
Product - MVP is good enough - maybe too much
Traffic - Tap into existing distribution networks
Customer - Always Be Talking to Users
Viral Loops - Build it into the product

30. Talk More About
Growth Hacking
Bill Rice
bill.rice@kaleidico.com
@billrice
Kaleidico
www.Kaleidico.com
@kaleidico