Date post: | 22-Jan-2018 |
Category: |
Marketing |
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Hi Berghs!My name is Samira!
Twitter:@Samajra
How startupsget shit done
Team StructureWhy is a great team important to get stuff done?
Great teams motivatesand handle adversity better.
My personal view of a great startup team
Founder/CEO
HR, CMO, CCO, CFO, CSO
Advisory board
Office Manager
Developers UX/UI
Growth Team aka SWAT team;Product Owner, Data Scientist, Developer, Marketeer/Copy
Founder/CTO
VP of Growth
At vionlabs
Very flat organisation
13 employees6 developer teams (The same developer can be in multiple teams)1 Marketing team1 Management team
Founder/CEO Founder/CTO
CMO, CCO, CFO
Data team
R&D
Analytics
Infrastructure
Admin
Office Manager
Scrum
Daily stand up meeting
✖Pre-set time every day✖A time-box of 15 minutes✖Stand up✖Answer three questions
- What did I do yesterday?- What am I doing today?- What is blocking me?
Growth hacking“An iterative customer acquisition and
retention strategy that sits at the intersection of product development and
marketing”
Growth Hacking was coined by Sean Ellis in 2010.
“A GROWTH HACKER IS APERSON WHOSE
TRUE NORTH IS GROWTH
”
Why growth hacking?
✖Cheap✖Efficient✖Scalable
40
80120
160
200
240
9
0
9 9 9 9
MPHkm/h
”Growth hacker is the new VP of marketing”In 2012 Andrew Chen published a blog post
emphasizing that coding and technical chops now were an essential part of being a great
marketer.
Growth hacker
DeveloperProduct Owner
Data analyst
GH
Why a Growth team?
✖ They change how decisions are made✖ Better collaboration between Marketing and Developers✖ Focuses on improving existing funnel✖ Back end team tend to work with ownership and delivering
one service (i.e Worlds best search engine✖ Growth team would work with making every user do more
searches every day✖ No growth team is necessary if people aren’t using your
product! You need a user base.
Lean Startupa method for developing businesses and products
MVPContinous deployment
(all code that is written for an application is immediately deployed into production)
A/B testingPivot
(changing (or even firing) the plan instead of the executive)
Build – Measure – Learn Loop
PMF
“Product/market fit means being in a good market with a product that can satisfy that
market.”aka
creating a MVP that solves a problem.
MVPA minimum viable product (MVP) is the the most pared down version of a product that can still be released. An MVP has three key characteristics:
✖It has enough value that people are willing to use it or buy it initially✖It demonstrates enough future benefit to retain early adopters✖It provides a feedback loop to guide future development
Focus at the right time
Problem/Solution fit ScaleProduct/
Market fit
Growth Hacking
Growth hacks
✖A/B Tests✖Headline tests✖Landing pages✖Piggyback (Paypal, Airbnb)✖Fake activity on Platform (Quora)✖Private beta list
Examples of growth✖PS: I love you. Get your free email at Hotmail.
3,000 a day.In 6 months they reached 1 million users.5 weeks later – 2 million users.
Examples of growth
✖Dropbox went from this..
Examples of growth✖To this:
Dropbox got 70,000 users overnight just by creating a demo video of the product intended for the Diggaudience.
Referrals increased the sign ups on Dropbox by 60%!
Other good examples of growth✖Twitter✖Evernote✖Spotify✖Airbnb
Other good examples of growth✖Twitter✖Evernote✖Spotify✖Airbnb
Make sure youtrack the right things!
Traffic
Revenue
Users?
?
Customer lifecycle PIRATE METRICSTHE aarrr
ActivationAcquisition Retention
RevenueReferral
PIRATE METRICSTHE aarrr
Acquisition Users come to your site from different channels
You visit service XThanks to Twitter
PIRATE METRICSTHE aarrr
Activation They use your product
You decide to join service XAfter browsing through
the website
PIRATE METRICSTHE aarrr
Retention They continue to use it (yay!)
After a few days…They send you a weekly digest
e-mail for you take part of more information
PIRATE METRICSTHE aarrr
Referral They like it enough to refer it
You like the product alot!So you tweet about it to your
friends!
PIRATE METRICSTHE aarrr
Revenue Money, money, mooooney!
User generates break even revenue
Traditional marketing vs growth hacking Make people want the productTraditional media such as print ads, TV and radioConversion funnel rarely determinedTends to forget the lastthree “R:s”More structured with plans
Make a product people wantGathers data, experiment and then determine Cheaper“Execute fast, fix later attitude”
Marketing Product/Tech
MarketingProduct/
Tech