growth hacking done the right way - our experience building 10+ companies - free templates included
TRANSCRIPT
THE GROWTH MACHINE Doing growth hacking the right way - including free resources and templates -
based on hands-on execution from growing 10+ companies
Uber got their first 10.000 drives mostly from early adopter advocacy in the tech
crowds of San Francisco
Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience
Airbnb hustled their first $30k by designing politically themed cereal
boxes
Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience
What works for them will not work for you…
Uber got their first 10.000 drives mostly from early adopter advocacy in the tech
crowds of San Francisco
Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience
Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience
What works for them will not work for you…
Airbnb hustled their first $30k by designing politically themed cereal
boxes
Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience
Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience
What works for them will not work for you…
Uber got their first 10.000 drives mostly from early adopter advocacy in the tech
crowds of San Francisco
Airbnb hustled their first $30k by designing politically themed cereal
boxes
THIS IS BULLSHIT
In 1948 Brownie Wise invented the Tupperware Party to distribute the product
It was the first growth hack
The way your customers meet your product is part of your product
“Your audience is different Your product is different
Your customer journey is different
Your BUSINESS is different”
Brian Balfour
This is a story about PROCESS
This is a story about PROCESS
Why?
The number one reason that we pass on entrepreneurs we’d otherwise like to back is that they focus on product to the exclusion of everything else... Many entrepreneurs who build great products simply don’t have a good distribution strategy. Even worse is when they insist that they don’t need one, or call no distribution strategy a “viral marketing strategy”.
– Marc Andreesen
“
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All Growth Machine tools are free to download
Download the Growth Machine template
Companies using the Founders Growth Machine
Our story
In the process of building 10+
companies we did several experiments
Complication
Many opportunities Lack of insights So much noise
Outcome
No prioritization No awareness of impact vs. costs
No learning
NOT ABLE TO SEE ANYTHING
We needed a structure We needed a process
to provide us the tactics
We needed a GROWTH MACHINE
Founders Growth Machine - the process for finding your silver bullet -
Backlog Experiment doc Pipeline
The Backlog - to quickly list, score and prioritize experiments -
Backlog Experiment doc Pipeline
1 2 3
List all good ideas for innovative experiments
Quickly define each activity on expected result, time to be used and costs
Distinguish between acquisition, awareness and other activities
The Backlog - to quickly list, score and prioritize experiments -
Structured according to AARRR funnel
The Backlog - to quickly list, score and prioritize experiments -
1 2 3
List all good ideas for innovative experiments
Quickly define each activity on expected result, time to be used and costs
Distinguish between acquisition, awareness and other activities
The Experiment Document - to document experiments and learnings -
Backlog Experiment doc Pipeline
Describetheac.vityyouwouldliketopromote–keepitsimple!
1
The Experiment Document - to document experiments and learnings -
Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
Describetheac.vityyouwouldliketopromote–keepitsimple!
1
2
The Experiment Document - to document experiments and learnings -
Quicklyandsimplydescribepurpose,hypothesis,experimentdesign
Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
Describetheac.vityyouwouldliketopromote–keepitsimple!
1
2
The Experiment Document - to document experiments and learnings -
Quicklyandsimplydescribepurpose,hypothesis,experimentdesign
3 Takeadvantageofwri3ngthingsdownbeforedoinganythingelse
Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps
Completed before
experiment
Completed after
experiment
Describetheac.vityyouwouldliketopromote–keepitsimple!
1
2
3
The Experiment Document - to document experiments and learnings -
Quicklyandsimplydescribepurpose,hypothesis,experimentdesign
Takeadvantageofwri3ngthingsdownbeforedoinganythingelse
Backlog Experiment doc Pipeline
The Pipeline - to track and get overview of experiments -
1 2 3
Place all your promoted experiments in the Pipeline
Quickly define each activity on expected result, time to be used and costs
Distinguish between acquisition, awareness and other activities
The Pipeline - to track and get overview of experiments -
The tools mentioned above are all free at
growth.founders.as
Download the Growth Machine template
Companies using the Founders Growth Machine
How to apply the Growth Machine
Epiphany of a new growth hack
Put it in the
Backlog.
Fill out step 1-6
in the experimen
t doc.
Discuss steps 1-6
at the weekly
meeting.
Promote to
Pipeline, start exp.
Reflect on WHY.
Note down
learnings.
Present findings at
the growth
meeting.
1
2
3
4 5
6
7
What we got out of it
More structure Better visibility Improved learning
A simple and structured
overview of our marketing
experiments
Better tracking of performance by comparing initial hypothesis with actual results
Better understanding of
what works and not - and WHY
BUT…
A TOOL IS ONLY AS GOOD AS THE PERSON APPLYING IT
Learning & Impact over
Activity & Ideas RIGOROUS DISCIPLINE
Main Purpose is to Learn & Become better
It’s a MINDSET
A TOOL IS ONLY AS GOOD AS THE PERSON APPLYING IT
Learning & Impact over
Activity & Ideas RIGOROUS DISCIPLINE
Main Purpose is to Learn & Become better
All resources mentioned in this presentation are available for free
growth.founders.as
Download the Growth Machine template for free
Companies using the Founders Growth Machine