@Growthhackasia (Growth Hacking Asia)

PRE-LAUNCH USER

ACQUISITION

BKK Web Meetup @ Launchpad

7th April 2015

by Anna Rehermann (@startupanna)

@Growthhackasia (Growth Hacking Asia)

“Flipping the success rate of Asian startups from 1/10 to 9/10”

@Growthhackasia (Growth Hacking Asia)

• Growth Hacking ServicesGrowth Labs

• Growth Hacking TrainingsGH Academy

• On-demand advice from leading growth

• hackers over the phoneThe Growth Hub

• Monthly events for inspiration and

• experience & knowledge exchangeGH Events

@Growthhackasia (Growth Hacking Asia)

PRE-LAUNCH USER

ACQUISITION

@Growthhackasia (Growth Hacking Asia)

If I build it, they will come…

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Nope, they wont

Nope!

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1. Get to know your customers

• Who are they

• Where can you reach them

• What message can you convert them with

• Are you solving a real problem for them

2. Build early user base: Build a userbase of early adopters

you can launch to

Why Pre-Launch User Acquisition

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STEP 1:

Pre-Launch Signup Page

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Simple Design

Strong message

Clear, contrasting

CTA

Only ask for email

address

Integrated video

but not

interrupting

Incentive for sign

up

Sample Signup Page I

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Signup Page Referral Mechanics

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Simple Design

Appealing image

Clear message

Clear, contrasting

CTA

Only ask for email

address

Incentive for sign

up

Sample Signup Page II

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Signup Page Referral Mechanics

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Signup Page Referral Mechanics

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Recommended Tool – Kickofflabs.com

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STEP 2:

Drive Traffic…Targeted Traffic

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1) Contest

2) Paid Advertising

3) Social Networks

4) Content Marketing

5) Pre-Launch Platforms

6) Offline Community Building

7) PR & Influencer Outreach

Pre-Launch User Acquisition Methods

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CONTESTS

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Contests – Case Study

”Wet Shave Club, a boutique box that delivers a range of wet shave

goodies directly to your door every month.”

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Contests – Case Study

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Contests – Case Study

Duration: 30 Days

Contest Distribution: Twitter, Blogs, Reddit, Facebook, Instagram, Friends

RESULTS

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Contests – Takeaways

Have a compelling and product

related prize

Integrate viral referral mechanics

Post contest engagement drives

sales

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Recommended Tool – Gleam.io

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PAID ADVERTISING

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Paid Advertising

Generate signups

Test pitch or tagline

Test new feature ideas

Test value propositions

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Paid Advertising - Mint

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Paid Advertising - Groupon

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Paid Advertising - Groupon

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SOCIAL NETWORKS

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Social Networks

(competitor followers)

STEP I : Manual Following

Ok Approach Good Approach Best Approach

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Social Networks

STEP II : Interaction

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Social Networks

STEP III : Conversion (Twitter Cards)

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CONTENT MARKETING

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STRATEGY:

Content rich personal finance blog for young professionals

RESULTS:

• Blog became #1 in personal finance. By the time of launch, Mint had more

traffic than all other personal finance sites combined

• 20K+ email addresses collected within 9 months

Content Marketing – Mint.com

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Content Marketing – Mint.com

User Generated Guest Posts

Blogger Interviews

Email Signup after

each post

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Infographics

Content Marketing – Mint.com

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Content Marketing – Mint.com

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PRE-LAUNCH

PLATFORMS

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Pre-Launch Platforms

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Q&A AND FORUM

MARKETING

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Q&A and Forum Marketing

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Quora in Numbers

Approx. 500 views

48.5% conversion from Quora to

page views

50 conversions

20% conversion from page view to

signup

Cost: $0; 30 minutes of searching

and writing

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OFFLINE COMMUNITY

BUILDING

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Offline Community Building

Meetup.com

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PR & INFLUENCER

MARKETING

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PR & Influencer Marketing

Highly Targeted (Raspberry Pi)

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PR & Influencer Marketing

Somewhat Targeted (TheNextWeb)

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PR & Influencer Marketing

“You have to build relationships with bloggers and influencers before you

need them, not when you need them!”

Outreach and Relationship Building

@Growthhackasia (Growth Hacking Asia)

PR & Influencer Marketing

Outreach and Relationship Building

1) Identify Influencers

2) Follow them and add them to your

Twitter lists

3) Set up lists as streams in Hootsuite

4) Reach out to 2-3 influencers per day

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PR & Influencer Marketing

Outreach and Relationship Building

@Growthhackasia (Growth Hacking Asia)

PR & Influencer Marketing

Outreach and Relationship Building

@Growthhackasia (Growth Hacking Asia)

PR & Influencer Marketing

Source: https://blog.gleam.io/prelaunch/

How relevant is the audience

How much traffic are they likely to send

Have you developed and maintained a good relationship

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BUT….

USER ACQUISITION IS

JUST THE BEGINNING

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The Growth Hacking Funnel

Optimize

Optimize

Optimize

Optimize Optimize

RESULT: SUSTAINABLE GROWTH

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Viddy is a social video application that enables its users to

capture, edit, and share videos, photos, and collages with

friends.

Don’t make Viddy’s mistake

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Sole Focus on User Acquisition

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No Activation, No Retention – No Growth

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THANKS

Reach me at:

Email: Anna@growthhackingasia.com

Website: http://growthhackingasia.com

Twitter: @growthhackasia

@startupanna