Download - Samira mchater berghs presentation 2015
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Hi Berghs!My name is Samira!
Twitter:@Samajra
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How startupsget shit done
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Team StructureWhy is a great team important to get stuff done?
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Great teams motivatesand handle adversity better.
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My personal view of a great startup team
Founder/CEO
HR, CMO, CCO, CFO, CSO
Advisory board
Office Manager
Developers UX/UI
Growth Team aka SWAT team;Product Owner, Data Scientist, Developer, Marketeer/Copy
Founder/CTO
VP of Growth
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At vionlabs
Very flat organisation
13 employees6 developer teams (The same developer can be in multiple teams)1 Marketing team1 Management team
Founder/CEO Founder/CTO
CMO, CCO, CFO
Data team
R&D
Analytics
Infrastructure
Admin
Office Manager
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Scrum
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Daily stand up meeting
✖Pre-set time every day✖A time-box of 15 minutes✖Stand up✖Answer three questions
- What did I do yesterday?- What am I doing today?- What is blocking me?
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Growth hacking“An iterative customer acquisition and
retention strategy that sits at the intersection of product development and
marketing”
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Growth Hacking was coined by Sean Ellis in 2010.
“A GROWTH HACKER IS APERSON WHOSE
TRUE NORTH IS GROWTH
”
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Why growth hacking?
✖Cheap✖Efficient✖Scalable
40
80120
160
200
240
9
0
9 9 9 9
MPHkm/h
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”Growth hacker is the new VP of marketing”In 2012 Andrew Chen published a blog post
emphasizing that coding and technical chops now were an essential part of being a great
marketer.
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Growth hacker
DeveloperProduct Owner
Data analyst
GH
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Why a Growth team?
✖ They change how decisions are made✖ Better collaboration between Marketing and Developers✖ Focuses on improving existing funnel✖ Back end team tend to work with ownership and delivering
one service (i.e Worlds best search engine✖ Growth team would work with making every user do more
searches every day✖ No growth team is necessary if people aren’t using your
product! You need a user base.
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Lean Startupa method for developing businesses and products
MVPContinous deployment
(all code that is written for an application is immediately deployed into production)
A/B testingPivot
(changing (or even firing) the plan instead of the executive)
Build – Measure – Learn Loop
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PMF
“Product/market fit means being in a good market with a product that can satisfy that
market.”aka
creating a MVP that solves a problem.
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MVPA minimum viable product (MVP) is the the most pared down version of a product that can still be released. An MVP has three key characteristics:
✖It has enough value that people are willing to use it or buy it initially✖It demonstrates enough future benefit to retain early adopters✖It provides a feedback loop to guide future development
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Focus at the right time
Problem/Solution fit ScaleProduct/
Market fit
Growth Hacking
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Growth hacks
✖A/B Tests✖Headline tests✖Landing pages✖Piggyback (Paypal, Airbnb)✖Fake activity on Platform (Quora)✖Private beta list
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Examples of growth✖PS: I love you. Get your free email at Hotmail.
3,000 a day.In 6 months they reached 1 million users.5 weeks later – 2 million users.
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Examples of growth
✖Dropbox went from this..
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Examples of growth✖To this:
Dropbox got 70,000 users overnight just by creating a demo video of the product intended for the Diggaudience.
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Referrals increased the sign ups on Dropbox by 60%!
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Other good examples of growth✖Twitter✖Evernote✖Spotify✖Airbnb
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Other good examples of growth✖Twitter✖Evernote✖Spotify✖Airbnb
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Make sure youtrack the right things!
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Traffic
Revenue
Users?
?
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Customer lifecycle PIRATE METRICSTHE aarrr
ActivationAcquisition Retention
RevenueReferral
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PIRATE METRICSTHE aarrr
Acquisition Users come to your site from different channels
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You visit service XThanks to Twitter
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PIRATE METRICSTHE aarrr
Activation They use your product
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You decide to join service XAfter browsing through
the website
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PIRATE METRICSTHE aarrr
Retention They continue to use it (yay!)
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After a few days…They send you a weekly digest
e-mail for you take part of more information
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PIRATE METRICSTHE aarrr
Referral They like it enough to refer it
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You like the product alot!So you tweet about it to your
friends!
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PIRATE METRICSTHE aarrr
Revenue Money, money, mooooney!
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User generates break even revenue
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Traditional marketing vs growth hacking Make people want the productTraditional media such as print ads, TV and radioConversion funnel rarely determinedTends to forget the lastthree “R:s”More structured with plans
Make a product people wantGathers data, experiment and then determine Cheaper“Execute fast, fix later attitude”
Marketing Product/Tech
MarketingProduct/
Tech