skyscanner: abandoning conventional wisdom for hypegrowth
TRANSCRIPT
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Some Context
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How do you perform marketing when your product changes 10,000 times a day?*
*Number created for dramatic effect, but it’s a lot.
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We are a Tech Business
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1. People
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Highly Autonomous Teams
https://labs.spotify.com/2014/03/27/spotify-engineering-culture-part-1/
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https://medium.com/@Skyscanner/the-culture-of-growth-squads-in-skyscanner-26653e3590c4#.sdryrwowi
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We organized ourselves into central & regional growth tribes
Central Growth Tribe
EMEA Regional Growth Tribe
AMER Regional Growth Tribe
APAC Regional Growth Tribe
https://medium.com/@Skyscanner/our-tribes-central-growth-and-regional-growth-9a28c41532f1#.ri13oz319
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~8 people or less
Cross Functional
Squads
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Roles within Growth Teams
Product Manager
Experiment Roadmap
Growth Engineer
Implementation of features & products
Growth Marketer
Own acquisition of channel
Growth Analyst
Draw insights from data
Growth Designer
Creative or user experience design and
implementation
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Open and Transparent
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Learn from others
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Competency Framework
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2. Lean startup principles
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Lean Start-up Principles
https://medium.com/@Skyscanner/getting-growth-facilitation-on-point-guide-f4fafb74dac8#.xz9sn5o88
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What does this look like in practice
Idea to MVP in 4 hours.
12x iterations in 2 weeks.
Squad entirely self sufficient.
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3. Agile marketing
https://medium.com/@Skyscanner/developing-a-lean-and-agile-marketing-process-d1822be47671#.pfbmwmrsf
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Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
That is, while there is value in the items on the right, we value the items on the left more.
http://agilemanifesto.org/
Manifesto for agile software development
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Customer satisfaction by early and continuous delivery of valuable software
Welcome changing requirements, even in late development
Working software is delivered frequently (weeks rather than months)
Close, daily cooperation between business people and developers
Projects are built around motivated individuals, who should be trusted
Face-to-face conversation is the best form of communication (co-location)
http://agilemanifesto.org/
Agile principles
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Working software is the principal measure of progress
Sustainable development, able to maintain a constant pace
Continuous attention to technical excellence and good design
Simplicity—the art of maximizing the amount of work not done—is essential
Best architectures, requirements, and designs emerge from self-organizing teams
Regularly, the team reflects on how to become more effective, and adjusts accordingly
http://agilemanifesto.org/
Agile principles
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Validated learning over opinions and conventions
Customer focused collaboration over silos and hierarchy
Adaptive and iterative campaigns over Big-Bang campaigns
The process of customer discovery over static prediction
Flexible vs. rigid planning
Responding to change over following a plan
Many small experiments over a few large betshttp://agilemarketingmanifesto.org/
Agile marketing manifesto
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4. From marketers to growth hackers
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Growth Hacker
A hacker whose sole objective is to grow the number of users of a specific
product, and make every strategic and tactical decision based on growth
Unit 1: What is Growth Hacking?
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1.1 Introduction to Growth Hacking
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What does a growth hacker do?
1 Creates a product or feature people wantScale acquisition and increase activation, retention and referral only after achieving product market fit
2 Embrace free, low cost alternative ways for growthIncorporate virality in distribution channels and products, think about technology based solution, avoid paid advertising
3 Define actionable goals for experimentsUnderstand growth funnels, prioritise experiments, define tracking and analytics, execute experiments and optimize based on results
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AARRR - Acquisition
First point of contact between a user and your product
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AARRR - Activation
User performs a key activity with the product at which we deliver enough value that meets user’s needs
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AARRR- Retention
Users coming back, consistently getting value by having their needs met
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AARRR- Referral
Users share the product or services with others
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AARRR- Revenue
Money we make by meeting users’ needs
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So what’s the impact?
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Plenty of graphs like this
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People
Lean Start-up
Agile
Growth Hacking
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•This Won’t Work for you
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Want to know more?
@SkyscannerGrwth
codevoyagers.com/