GrowthPathik Shah@pathik@hikeapp

Why am Ihere?

hike

0-1M in 8 weeks

1-2M in 2 weeks

We’re now 14 weeks since global launch

hike

Hit #1 on Google Play India

Hit #1 on iOS App Store India

Hit #2 on WP Marketplace India

Start Ups

6

AwesomeProduct

VastDistribution

SmartMarketing

InnovativeBusinessModel

Product: Decides your eventual fate

Distribution: Accelerates it

Product

Core Product Value

User Experience/Design

Product Market Fit

Distribution

“Startup = Growth” - Paul Graham

“Distribution is the biggest problem faced by everyproduct/startup” - Peter Thiel

“Distribution and retention are harder on mobile than onweb” - Fred Wilson

How?

OrganicOnline ads

Social MediaSEO/SEM

Traditional ads

Organic

Mobile ads

Social Media

Appstore gaming

Traditional ads

Web Mobile

Traditional Marketing

Most channels, saturated

The winner is usually the one with deeper pockets

All you can do is come up to par with the competition; youneed to leapfrog ahead of them

Differentiate

Not only your product, but also your growth strategy

Find new, under-explored channels for user acquisition

Build growth/engagement loops into your product

Always aim for hockey-stick growth

Growth Hacking

Product + Marketing + Analytics

Build

MarketMeasure

AARRRC

Acquisition

Activation

Retention

Referral

Revenue

Churn

Traditional Marketing Growth Hacking

Incremental - 10% Moonshot - 10X

Linear Growth Exponential Growth

Unrelated to the product Built into the product

Acquisition Acquisition + Retention

Saturated Under-explored

Increasing CPA at scale Decreasing CPA at scale

Growth

Build virality into the product

Make the product more valuable for the user if theirfriends are on it

Incentivize users to invite their friends through in-apprewards which drive further engagement

Leverage existing networks/channels

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Engagement

Address a real pain-point

Make the product much better than the competition

Listen to users; improve what you have; offer whatyour competitors don’t

Form habits to boost product engagement

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What you need

Single user utility

The “aha” moment

A rapid viral loop

Single User Utility

To retain a new user in a social system with networkeffects until he gets enough friends on board

Increases engagement & retention; reduces churn

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the “aha” moment

Leading indicator of whether a new user will turn intoan engaged user

Find your “aha” moment. Analyze existing engagedusers

Get new users to the “aha” moment as soon as you can

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the “aha” moment

Facebook: 7 friends in 10 days

Twitter: Follow 30 users

Zynga: Come back after 1 day

Dropbox: Upload 1 file

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Viral Loop

The viral loop - the steps a user goes through betweenjoining to inviting the next set of new users.

Once the user hits his “aha” moment, ensure zerofriction to the viral loop

Make it easy to invite and get their friends on board

Artificially accelerate the viral loop through referralrewards

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Registration

New User

“Aha” moment

Single UserUtility

Churn Retention

Referral

The ViralLoop

Induced Virality

ExplosiveGrowth

Hotmail

First to launch web-based email

Email footer: “Get your free email at Hotmail.com”

PayPal

Referral scheme: $10 to referrers/new users

Leveraged eBay’s platform to drive adoption

Dropbox

Referral program > virality > explosive growth

Social media referral program

Embed plugins > visibility > growth

Youtube

Free video hosting

Embed videos > visibility > growth

Enable users to build an audience; attract content

Airbnb

Tackled the marketplace chicken-and-egg problem; createdsupply/demand by spamming Craigslist

Targeted a niche on Craigslist, and made it 10X better

hike - what we do

1. Focus on Growth & Engagement2. Build an amazing product to engage/retain users3. Early adopters; focus on users; act on feedback; improve4. Smart user acquisition5. Amplify referrals through rewards

The best position a startup can be in:

Large networks of engaged users, differentiatedthrough user experience, and defensible through networkeffects. - Fred Wilson, USV

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Awesome Product+

Great Distribution

Rapid Growth+

Great Engagement

hike - what we’re aiming for

2.0Sneak Preview

31st March

Links

http://www.quora.com/Growth-Hackers

http://www.quora.com/Viral-Growth-and-Analytics

http://techcrunch.com/2012/09/07/defining-a-growth-hacker-5-ways-growth-hackers-changed-marketing/

http://techcrunch.com/2012/10/20/defining-a-growth-hacker-growth-is-not-a-marketing-strategy/

http://andrewchen.co/2012/04/27/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/

http://www.growhack.com/2012/12/04/discovering-your-aha-moment/

http://andrewchen.co/2007/07/11/whats-your-viral-loop-understanding-the-engine-of-adoption/

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@pathikpathik@hike.inhike@hikeapp