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Growth Hacking

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In 1996 co-workers Sabeer Bhat

Jack Smith planned to start Java

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They were afraid

their boss mightread their emails

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They were afraid

their boss mightread their emails

So they bilt a wbased email sy

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!!!and so was bor

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They raised$300,000fro

investors

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Bt "otmail#s lanch wasnimpressive

July August

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Their growth strategy was to by billboand radio ads

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%t &PS: I love you. Get yfree e-mail at Hotmail a

bottom of each e-mail!

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July September

'ithin hors( "otmail#s grtook the shape of a class

hockey stick crve

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July September

They started averaging )(*

new sers a day

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July September November

'ithin 6 months( they wer

to 1 million sers

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July September November January

+ive weeks later( they hit t

million ser mark

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In one case( Bhatia sent anemail to a friend in India

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In one case( Bhatia sent anemail to a friend in India

within 3 wees"otmailhad 300,000sers there

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July September November January March May July Septemb

'hen they sold to icrosoft 1!. years alanch( "otmail had !" millio# users

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July September November January March May July Septemb

'hen they sold to icrosoft 1!. years alanch( "otmail had !" millio# users

%here were o#ly &0 millio#i#ter#et users at the time'

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This story is not an anom

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'hy did thesecompanies scceed

when everyone elsefailed/

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(hat were )oi#) to *over

'hat Is 0rowth "acking/0rowth "acking Best %ractices

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ost startps nd themselves facing the

same +robl

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They bild a prodct that no one ends p sing

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Say yor startp has

a# idea

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2o assemble a teand start bilding

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Si mo#ths later( yo haprodct yo3re happy relea

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'hen that day nally comyo lanch and4

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'hen that day nally comyo lanch and4

#othi#) ha+

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2o get a writeu+ o# %e*hand several thousa#d users

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2o get a writeu+ o# %e*hand several thousa#d users

ut most of them sto+ usi#) it afte

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July September November January March May July Septemb

5othing like the treme#do

viral )rowthyo wereanticipating

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'hat do you do/

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Techrnchof Initiation

'earing 78

of 5ovelty

Trogh of

Sorrow

eleases of

Improvement

rash of

Ineptitde

'iggles of

+alse "ope

The %romised

:and!

2o#re in the trou)h of sorrow( my

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ontining to ship new feais the worst thing yo can

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It componds what the reaproblem was in the rst place(

is that you do#/t #ow what/s

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;nter the growth hacke

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(% is

GrowthHa*i#) 1

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Growth ha*i#) is a setta*ti*s and best +ra*ti*es

dealing with ser growth

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"ow do Iincreasethelife

timevaleofaser/

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Growth ha*i#) is a setta*ti*s and best +ra*ti*es

dealing with ser growth

"owdoIgetmoreofmyserstob

"owdoIredcech

rn/

"owdoI

"ow do I get more se

"owdoImeasrethee8ectivenessofnewfeatr

'hatisor

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iral growth

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iral growth

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anding page optimi"ation

S;7

%rodct managem

;mail marketing

2#alyti*s

Behavioral economics%

7nboarding

=>

:anding page optimi?ation

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ost companies onlytrack threethi#)s

Tra@

even

=ser

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Phase ! Phase " Phase 3 Phase P

Gettra5*

1

Getusers

1P

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Those metrics

are#t very hel+

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Those metrics

are#t very hel+%he ma)i* is what ha++e#s i# b

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The key is to ma+ outthelifecycle for yor prod

%he lea# mareti#) framewo

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278ISI%I9

2%I;2%I9

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S=9

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