This document summarizes a presentation on growth hacking. It discusses why growth hacking is important due to expensive traditional marketing channels and startups' focus on products over distribution. Growth hacking uses low-cost experiments and data-driven approaches. The presentation covers growth hacking skills and frameworks like the pirate funnel and BJ Fogg model. It emphasizes acquiring, activating, retaining and generating revenue from customers through techniques like onboarding, habit-forming hooks, and improving the user experience.

1. Growth “Hacking” 1hr Power Session
David Arnoux
Head of Growth
www.growthtribe.io

2. Startups
3-month full-time growth hacking
academy
Students
3-month full-time growth hacking
academy

3. HIGH GROWTH / HIGH POTENTIAL STARTUP

6. Adult Education
Startups
Students
3-month full-time growth hacking
academy
3-month full-time growth hacking
academy
Crash-courses
APPLY NOW
GET YOUR TICKET
HERE

8. Adult Education
Startups
Students
Corporates
3-month full-time growth hacking
academy
3-month full-time growth hacking
academy
Crash-courses
Consulting and Academies

9. Tools
Process
Corporate Growth Hacking Pyramid
Mindset
Change
Start here..

11. What’s On The Menu?
THEORY
EXERCISES
THEORY

12. The Brain Of A “Growth Hacker”
Place your screenshot here

13. Takeru Kobayashi

14. Takeru Kobayashi

15. “
If you’re growing a company today you
better learn to eat hot dogs fast...

16. Udemy

17. Paypal
Source: ReferralCandy
100k users in the first month!
7-10% daily growth >> 100 million members
1 million march 2000 >> 5 million summer 2000
$10 $10
$10
$10

18. Paypal
Paypal
please

19. Famous examples

20. What do these have in common?
Creative
or
Sneaky
More than just
marketing
OPN
(Other People’s
Network)

21. Why is Growth Hacking
Taking Over The World?
Place your screenshot here

22. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated

24. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution

25. Startups don’t fail because they lack
a product; they fail because they lack
customers and a profitable business
model. - Steve Blank
“Startups focus too much on building product
with limited attention to customer interaction,
usability, and marketing. This is also a big fail."
- Dave McClure
"Poor distribution—not
product—is the number one
cause of failure. " - Peter Thiel

26. 250-3000 Ads per day

27. betalist.com

28. 110 million developers and growing..

29. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. Don’t worry...New channels are popping up very rapidly.

31. Viral Channel Effectiveness

32. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. Don’t worry...New channels are popping up very rapidly.
4. Acquiring is easy!! Activation and Retention are key

33. ouch
Source: Andrew Chen’s Blog

34. Retention trumps all...

35. Retention trumps all...

36. Retention trumps all...

37. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. Don’t worry...New channels are popping up very rapidly
4. Acquiring is easy!! Activation and Retention are key
5. Available Data = It’s all about ROI >> Remove waste

39. Source: Rob Moffat

40. Why is Growth Hacking Important?
1. Traditional marketing channels are expensive and saturated
2. Most projects focus heavily on product, but the real challenge is with
distribution
3. New channels are popping up very rapidly
4. Acquiring is easy!! Activation and Retention are key
5. It’s all about ROI >> Remove waste
6. It’s not about the tips and tricks. You need a process

42. Growth Process
Adaptable
(Across all companies
cultures and
departments)
Expandable
(Can grow along with
the company)
Easy to
implement
(Minimal learning curve)

43. Pirate Metrics
Flowchart
OMTM(s)
the GROWTH
process

44. Read This! Lean Analytics

45. OMTM
Pirate Metrics
Flowchart
Ideate
Idea backlog
OMTM(s)
Hard + Soft data
Copy others + Go crazy
Systemize
or
Productize
the GROWTH
process
Experiment Doc
Time boxing
Design Test
Minimum Viable Experiment
P.I.E.S
or
B.R.A.S.S.
Rank
Prioritization Framework
Cross-skilled teams
Agile Scrum
Execute!
Get It Done!!!
Learnings
Analyze
Hard and Soft Data

46. Awareness
Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data

47. Speed = WIN!

48. Speed = WIN!
Growth Hack

49. So WTF is Growth “Hacking”?
Place your screenshot here

50. ““Growth hacking is generally a small data-
driven and technical group tasked with
figuring out how to scale the business.”
-Some guy on the internet

51. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
GROWTH
HACKING

52. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
UX improvement
Conversion
Rate
Optimization
GROWTH
HACKING

53. “Most big successes have a little bit of evil
in them” - Alistair Croll

54. ETHICS GAME
Smart or Sneaky?

55. Smart
“Cheeky, acceptable… Achieving a goal with limited
resources, not harming anyone, bending the rules… but not
too much.”

56. Sneaky
“Unethical, harmful, sleazy, suspicious, something I wouldn’t
be proud telling my kids about.”

57. Nailing the supply side of a marketplace

58. What to do with 100 million emails?

59. Auto-invite friends

60. Protesters and Taxis

61. V2

62. Can you cancel my order?

63. Can you cancel my order?

64. “Most big successes have a little bit of evil
in them” - Alistair Croll

65. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Technical
Marketing
Conversion
Rate
Optimization
GROWTH
HACKING

66. Skills

67. 2 Days
30€
Unlimited leads

68. Blockspring Playbook
Infinite
Leads :D
blockspring Clearbit API
Email Hunter API

69. EXERCISE
1. Go to: http://growthtri.be/tnwattendees
2. Copy that URL
3. Go to: magic.import.io
4. Paste the URL
5. Export as CSV…
6. You have a lead list…
7. Homework
a. Use clearbit.com to gather rich data on these leads
b. Guess emails using www.emailhunter.co

71. “
How to come up with these tricks?

72. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
GROWTH
HACKING

73. Marketing Budget vs. Growth Budget
$$$$$
$ $
$
$
start end Iterative learning

74. Experiment based approach

75. Hard data - Conversion Funnels
Are people signing up?
Are people being activated?

76. Hard data - Retention Charts
Are users coming back?
What is the impact of our efforts on retained users?

77. Hard data - Regression Analysis
What is our CLTV per segment?
Constant = 105€
Big businesses are worth +160€
Consumer segment is worth -90€
Customer from Delft is worth +10€

78. Hard data - Behavioural Segmenting
What behavioural segments are more valuable?
Can we predict their behaviour?
Recency, Frequency, Monetary

79. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Data +
Testing
Lean
Marketing
Technical
Marketing
Behavioural
Psychology
UX improvement
Inspiration: @clarabuchanan
GROWTH
HACKING

80. Soft data
why?

81. Behavioural Psychology

82. AB Testing
vs. =
+732%

83. Creative
Marketing
What Is Growth Hacking?
Coding +
Automation
Behavioural
Psychology
Data +
Testing
Lean
Marketing
Technical
Marketing
UX improvement
Conversion
Rate
Optimization
Inspiration: @clarabuchanan
GROWTH
HACKING

84. Growth vs. Marketing vs. Product
Place your screenshot here

85. Growth vs. Marketing vs. Product
GROWTH MARKETING PRODUCT
MINDSET Experiments Campaigns Build
OBJECTIVES
Acquisition,
Activation,
Retention, Revenue,
Referral
Awareness,
Acquisition
Core Functionalities
(Usage metrics +
NPS)
TEAM COMPO
Multi-disciplinary
(Marketing, Dev,
Analyst, UX)
Marketers
Products Owners
and Developers
PROCESS
Data driven
experiments
Campaigns Agile and Waterfall
Source: 90% Brian Balfour

86. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell
Marketing
Growth

87. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

88. “Traction” Book

89. Customer Acquisition Channels
Search Engine
Marketing
(SEM)
Search Engine
Optimization
(SEO)
Social Ads
Affiliate
Marketing
Retargeting
Offline Ads
Events
Organization
Email
Marketing
Business
Development
Speaking
Engagements
Traditional PR Guerilla PR
Existing
Platforms
Tools Based
Marketing
Guest Content
Marketing
Content
Marketing
Conferences Inherent Virality Artificial Virality Sales

90. Customer Acquisition Channels
Search Engine
Marketing
(SEM)
Search Engine
Optimization
(SEO)
Social Ads
Affiliate
Marketing
Retargeting
Offline Ads
Events
Organization
Email
Marketing
Business
Development
Speaking
Engagements
Traditional PR Guerilla PR
Existing
Platforms
Tools Based
Marketing
Guest Content
Marketing
Content
Marketing
Conferences Inherent Virality Artificial Virality Sales

91. Customer Acquisition Channels
Social Ads Retargeting
Email
Marketing
Content
Marketing

92. growthtri.be/brass2

93. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

94. BJ Fogg Model

97. EXERCISE1. Go to bit.ly/gtusehub and create an account
2. Choose “Create a 5 second test”
3. Take a screenshot or use their “screen capture a webpage”
4. You can do the test in English or any language.
5. Input this information
a. Test Instructions: “Imagine that you land on this page”
b. Question 1: “What product or service does this website offer?”
c. Question 2: “Why is it better than competitors or similar services?”
6. You will get 5 credits to launch a 5 second test to 5 people

98. BJ Fogg Model

99. Cialdini’s Principles of Persuasion

100. BJ Fogg Model

101. Don’t make me think

104. Visual Trick: Zoom Out!

106. vs
15.000 visitors to experiment
30% increase in signups
How much did that design agency
cost?
+30% = 10000’s€ increase revenue

107. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

108. Famous wow moments
1-day retention
Put at least 1 file in a folder
Follow 30+ people
7 friends in 10 days
Get someone to buy 3 times
= average 11 purchases a year.

109. HOMEWORK
1. Define your WoW moment? What is the moment when a visitor really feels
“Wow I see the power in this, I understand what value this is bringing me or
what pain it is solving”
2. Count how many steps it takes for a new visitor to reach the WOW moment
3. Brainstorm and wireframe a simpler flow where a new visitor reaches the
wow moment in less steps.

110. Small tip…. Flip the WOW
Acquisition
Activation
Retention
Referral
Revenue
Awareness
Activation
Acquisition
Retention
Referral
Revenue
Awareness
Flip Acquisition /
Activation

114. WOW this is
awesome!

116. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

117. There Are A Bunch Of Ways To Increase Retention
Improve
Current
Features
(Talk to users, usability
testing)
Work on
Onboarding
(First User Experience is
crucial)
Improve Quality
of Tool
(Smarter, Faster, New
features, more stable)
Bring Back The
Dead
Remind users
you exist

118. Source: Andrew Chen’s blog

119. There Are A Bunch Of Ways To Increase Retention
Improve
Current
Features
(Talk to users, usability
testing)
Work on
Onboarding
(First User Experience is
crucial)
Improve Quality
of Tool
(Smarter, Faster, New
features, more stable)
Bring Back The
Dead
Habits through
HOOKS!
Remind users
you exist

121. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

122. Pirate Funnel
Awareness
Getting people to visit your website
Acquisition
Getting them to sign up
Activation
Users get a great first user experience
Retention
Making sure users come back
Referral
Getting users to invite others
Revenue
Sell, upsell, cross sell

123. OMTM
Hard + Soft data
P.I.E.S
or
B.R.A.S.S.
Experiment Doc
Time boxing
Cross-skilled teams
Agile Scrum
Pirate Metrics
Flowchart
OMTM(s)
Learnings
Systemize
or
Productize Ideate
Idea backlog
Rank
Prioritization Framework
Design Test
Minimum Viable Experiment
Execute!
Get It Done!!!
Analyze
Hard and Soft Data
Copy others + Go crazy
the GROWTH
process

124. The skillset of a growth hacker

127. HOMEWORK
1. Go to bit.ly/AutoEvaluation (careful the URL is case-sensitive)
2. File>Make a copy
3. Take our Growth Hacking auto-evaluation test.
4. You can also use this tool in the future if you’re thinking of hiring a growth
hacker and/or head of growth.

128. The Growth TEAM
Head of Growth
Process-Driven
Analytical
Creative
Strong Personality
T-shaped
Soft Skills
Developer
Fast iterations
Build fast fix later
Loves data +
tracking
Creative
Growth oriented
Executes fast
UX/UI
Customer
empathy
Executes fast
Front-end code
Ship fast
Loves testing
Conversion
Rate
Optimization
Data Analyst
Small data sets
Large data sets
Back-end
knowledge
Needle in
haystack
Data to insights

129. Read these!!!

130. Tools Tools Tools

131. Join Us HERE!

132. 3 Month Academy
growthtri.be/academy
Evening Course
growthtri.be/part
2 Day Crash Course
growthtri.be/crashcourse

133. Twitter
@darnocks
Linkedin
David Arnoux