Growth hacking - How marketing and product development has to work together for grwoth
-
Upload
ryan-lou -
Category
Technology
-
view
395 -
download
0
description
Transcript of Growth hacking - How marketing and product development has to work together for grwoth
![Page 1: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/1.jpg)
I’ve got a product idea, now what? Ryan Lou
Founder, Krawst Tweet: @RyanLou
![Page 2: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/2.jpg)
How to become an instant hit?
Innovate in a new space / use word of mouth
![Page 3: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/3.jpg)
How to become an instant hit?
Surprise people with a price point ($347)
![Page 4: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/4.jpg)
How to become an instant hit?
Amaze people with something unexpected
![Page 5: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/5.jpg)
How to become an instant hit?
Meet a criNcal TOUCHpoint / underserved market
![Page 6: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/6.jpg)
How to become an instant hit?
Be influenNal to start with
![Page 7: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/7.jpg)
OR
![Page 8: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/8.jpg)
Most important lessons
• Only scale growth once you have something to grow • Focus on your core experience first • Constantly improve your product
![Page 9: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/9.jpg)
About me: Ryan Lou
• Involved in startups since 2007 • 3 years markeNng in the US • Lone founder (mostly) • Self-‐taught programming (Python / Django)
• Startup Chile (2012) • Volunteer docent at SG Zoo
Meet people in a new city through discovering places / acNviNes
![Page 10: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/10.jpg)
A weekend project
Playlists+ • Discover indie music • Youtube playlists • Play and forget • Users suggest songs to
add to playlist
hap://music.krawst.com
CollaboraNon with @shuq
![Page 11: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/11.jpg)
Delivering Product Value
![Page 12: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/12.jpg)
What is markeNng?
hap://www.youtube.com/watch?v=lAl28d6tbko
![Page 13: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/13.jpg)
It’s not magic
Data
Marketing
Product
![Page 14: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/14.jpg)
QuesNon: How many Nmes (globally) do people ‘Google’ Google each month?
![Page 15: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/15.jpg)
First things First
Globally 923 MILLION people search the term “Google” on
Google each month
![Page 16: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/16.jpg)
First things First
Globally 923 MILLION people search the term “Google” on
Google each month
What happens when they search for you?
![Page 17: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/17.jpg)
What’s the ONE CORE ACTIVITY of your product?
How can you get people there as fast as possible?
![Page 18: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/18.jpg)
1 Core acNvity: Discover new indie arNsts
![Page 19: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/19.jpg)
Growth Technique: Focus on the metrics that count (RetenNon First)
![Page 20: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/20.jpg)
Early focus was on geFng any individual to 7 friends in 10 days.
![Page 21: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/21.jpg)
Get users to 5-‐10 twiNer accounts in their first day on twiNer.
![Page 22: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/22.jpg)
Goal: Get users to listen to the first 3 songs in any of the playlists
Lessons learned: 1) Must first be playable
![Page 23: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/23.jpg)
Goal: Get users to listen to the first 3 songs in any of the playlists
![Page 24: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/24.jpg)
What the site looks on mobile.
![Page 25: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/25.jpg)
Goal: Get users to listen to 3 songs
Lessons learned: 1) Must first be playable 2) Cater to different user preferences
![Page 26: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/26.jpg)
Goal: Get users to listen to the first 3 songs in any of the playlists
Lessons learned: 1) Must first be playable 2) Cater to different user preferences 3) User experience >>> Design elements
![Page 27: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/27.jpg)
NL Form Jquery plugin
<opNon><select> to <div> but slowed down playlist change
![Page 28: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/28.jpg)
Do people back come to see random pictures?
![Page 29: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/29.jpg)
Minimum Viable Product?
What’s missing? Song Ntle, playlist view, share buaons, USER ACCOUNTS
![Page 30: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/30.jpg)
Growth Technique: Clearly define who you’re targeNng
![Page 31: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/31.jpg)
Find your honey hole
Step 1: Follow someone on Twiaer
Step 2: Link to landing page in profile
Step 3: Collect email addresses
![Page 32: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/32.jpg)
![Page 33: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/33.jpg)
ArNsts you’ll never find on Playlists+
![Page 34: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/34.jpg)
Growth Technique: Leverage Super Plauorms
![Page 35: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/35.jpg)
![Page 36: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/36.jpg)
AirBnB
![Page 37: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/37.jpg)
AirBnB
![Page 38: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/38.jpg)
Pitching journalists
Source: hap://www.slideshare.net/adamsmith1/from-‐zero-‐to-‐a-‐million-‐users-‐dropbox-‐and-‐xobni-‐lessons-‐learned?from_search=6
![Page 39: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/39.jpg)
Tips for pitching the press
1) Pick the right publicaNon 2) Pitch only 1 feature
3) Focus the story on specifics
hap://www.growhack.com/2012/10/17/how-‐brandyourself-‐unexpectedly-‐got-‐60k-‐users-‐in-‐60-‐hours/
![Page 40: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/40.jpg)
Keith Rabois, the Former COO of Square
• First grow based on real value
• Growth hacking is an observaNonal science
• Feature design is the new markeNng
![Page 41: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/41.jpg)
“Nothing works beaer than improving your product.” — Joel Spolsky, Stack Exchange
![Page 42: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/42.jpg)
“Nothing works beaer than improving your product.” — Joel Spolsky, Stack Exchange
But first: When you start a project, make sure you finish it, even if no one uses it.
![Page 43: Growth hacking - How marketing and product development has to work together for grwoth](https://reader033.fdocuments.in/reader033/viewer/2022042613/554bcda6b4c9058f6c8b48ce/html5/thumbnails/43.jpg)
I’ve got a product idea, now what? Ryan Lou
Founder, Krawst Tweet: @RyanLou