the tactics and strategy of growth by tyler willis
TRANSCRIPT
T H E TA C T I C S A N D S T R AT E G Y O F G R O W T H
G R O W T H H A C K PA R I S
J O H N R A M E Y
Founder, Chairman, & former CEO of isocket.
Raised $18M from top investors. Youngest Founder to raise VC in 2009.
Named by White House as one of the top US entrepreneurs under 30.
Tweets @jpramey
T Y L E R W I L L I S
O P E R A T I N G : R A N G R O W T H A T I N V O LV E R ; 1 M I L L I O N C U S T O M E R S !A D V I S O R Y: G R O W T H A T B R A N C H O U T; 2 5 M I L L I O N U S E R S !G R O W T H A T H I R E D . C O M ; $ 2 B I L L I O N I N J O B O F F E R S !C U R R E N T LY: V P, U N I F I E D A N G E L I N V E S T O R !U S E R A C Q . E M A I L L I S T W I L L I S . T Y L E R @ G M A I L . C O M S U B J E C T L I N E : G R O W 1 2 3
G R O W T H I N M A R K E T P L A C E S
A F O U N D E R / C E O ’ S P E R S P E C T I V E
VA L U E > G R O W T H > E V E R Y T H I N G E L S E
U S E R A C Q U I S I T I O N F O R S TA R T U P S
A G E N D A
• VALUE > GROWTH > EVERYTHING ELSE
• System Messaging
• Co-Branded Growth
• Co-Reg Path
• Social Reciprocation
• Speed Wins
• Agile Marketing (Plan, Sprint, Repeat)
• Be Data Driven
1. Do the right thing:
2. Build a growth engine
3. Tricks of the Trade
VA L U E > G R O W T H > E V E R Y T H I N GT H E H I P P O C R A T I C O A T H O F G R O W T H :
– C H A M AT H
We never talked about K-factor at Facebook once. Not once. Tell me how I deliver Core Product Value
as often as possible.
A D D VA L U E :
S P E E D W I N S .B U I L D I N G A G R O W T H E N G I N E :
L I S T C R E AT I V E O P T I O N SB U I L D :
S P R I N T P L A N N I N GB U I L D :
T E S T Y O U R H Y P O T H E S I SB U I L D :
B E D ATA D R I V E NB U I L D :
D O U B L E D O W N O N W I N SB U I L D :
F O R M U L A S O F G R O W T H
• CREATING VALUE > GROWTH > EVERYTHING ELSE
• CHANNEL POTENTIAL = audience size + desire for your product + longevity
• CREATIVITY + DATA = MARKETING
• ABILITY * ITERATIONS = PROGRESS
• SPEED IS THE KILLER APP.
T R I C K S O F T H E T R A D EL E A R N F R O M O T H E R S :
S Y S T E M M E S S A G I N GL E A R N :
C O - B R A N D E D G R O W T HL E A R N :
C O - R E G PAT HL E A R N :
S O C I A L R E C I P R O C AT I O NL E A R N :
T H A N K Y O U
U S E R A C Q U I S I T I O N F O R S TA R T U P S
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I M A G E C R E D I T S
• Do No Harm, Chamath
• Speed; List Creative Options; Test Hypothesis; Data;
• Tricks; Hired; Co-Brand; Co-Reg; Who’s Viewed