This document outlines 10 chapters on growth hacking. It discusses that growth hacking focuses on scalable growth through a startup mentality of being user-focused, data-driven, agile, and ruthlessly prioritizing what drives growth. Some key aspects covered include identifying the "aha moment" that drives loyalty, understanding growth drivers, and examples from companies like using invites and notifications to drive word-of-mouth growth. The overall document provides an introduction to growth hacking principles and frameworks.

1. Philipp Klöckner

2. CMO, Advisor, Angel Investor
SEO & GROWTH
Foto: Karl Kratz

3. DEMYSTIFYING
GROWTH HACKING

4. CHAPTER ZERO
WHY GROWTH?

5. Venture Capital is financing a bet
on Critical Mass and Network
Effects.

7. CHAPTER ONE
ORIGIN & DEFINITION

8. „A person whose true north
is growth.”
“Everything they do is
scrutinized by its potential
impact on scalable growth.”
Sean Ellis
Source: http://www.startup-marketing.com/where-are-all-the-growth-hackers/

9. “Whenever you hear anyone talk
about ‘growth hacks’ ,
just mentally translate it in your
mind into ‘bullshit’.”
Paul Graham

10. CHAPTER TWO
NO SILVER BULLETS

11. „There are no silver bullets…“

12. 1,01365 = 37,8x
Baby Steps – Lead Bullets

13. CHAPTER THREE
THE GROWTH HACKING MINDSET

14. • User & Product Focus
• Analytical & Data-Driven
• Testing Mentality
• Agility & Speed
• High Degree of Freedom
• Ruthless Prioritization

16. What‘s the fastest growing
structure on Earth?
„

21. • User & Product Focus
• Analytical & Data-Driven
• Testing Mentality
• Agility & Speed
• High Degree of Freedom
• Ruthless Prioritization
= STARTUP MENTALITY

22. Growth Hacking (usually) doesn‘t work in

23. CHAPTER FOUR
GROWTH HACKING vs. MARKETING

24. 10 x
10 x

25. CHAPTER FIVE
FIND YOUR TRUE NORTH METRIC

26. Input Process Output
REAL GROWTH HAPPENS HERE!

28. • Vanity Metrics
• Visits/Sessions
• Clicks
• App Installs
• Growth Metrics
• Sign-Up Conversion
• Retention
• Time Spent in App
• Monthly Active Users (MAU)
• Average Revenue per User (ARPU)

29. CHAPTER SIX
PIRATE METRICS: AARRR!

30. © Dave McClure

31. © Dave McClure

32. CHAPTER SEVEN
UNDERSTAND GROWTH DRIVERS

33. © pip.net (2017)

34. © pip.net (2017)

35. CHAPTER EIGHT
IDENTIFY THE „AHA MOMENT“

36. • Key Interactions that create value for the user
• Core Action that creates Loyalty and Retention
• Data Point that seperates Power-Users from Churning
Users
• Recurring Patterns
• Network Density (x connections in x days)
• Active Contribution (x pieces added)
• Frequency (Returning within timespan x)

37. • Twitter: Following 30 people
• Facebook: Adding 7 friends in 10 days
• Zynga: Day 1 retention
• Dropbox: 1 file upload
• Pinterest: 1st pin
• YouTube: 1st video upload
• Slack: 2,000 Messages
• Zalando: MyFeed curation

40. CHAPTER NINE
YOU CAN‘T GAIN, IF YOU CAN‘T RETAIN…

42. CHAPTER TEN
A FEW EXAMPLES

43. HACKING WORD OF MOUTH
https://medium.com/airbnb-engineering/hacking-word-of-mouth-making-referrals-work-for-airbnb-46468e7790a6

51. ONEPLUS HACKING INVITES

53. ONEPLUS HACKING INVITES

54. Anzahlung
$276.000.000

57. Browser Notifications
#Hashtag

60. CMO, Advisor, Angel Investor
SEO & GROWTH
Foto: Karl Kratz
THE END