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Growth Hacking
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In 1996 co-workers Sabeer Bhat
Jack Smith planned to start Java
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They were afraid
their boss mightread their emails
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They were afraid
their boss mightread their emails
So they bilt a wbased email sy
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!!!and so was bor
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They raised$300,000fro
investors
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Bt "otmail#s lanch wasnimpressive
July August
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Their growth strategy was to by billboand radio ads
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%t &PS: I love you. Get yfree e-mail at Hotmail a
bottom of each e-mail!
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July September
'ithin hors( "otmail#s grtook the shape of a class
hockey stick crve
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July September
They started averaging )(*
new sers a day
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July September November
'ithin 6 months( they wer
to 1 million sers
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July September November January
+ive weeks later( they hit t
million ser mark
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In one case( Bhatia sent anemail to a friend in India
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In one case( Bhatia sent anemail to a friend in India
within 3 wees"otmailhad 300,000sers there
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July September November January March May July Septemb
'hen they sold to icrosoft 1!. years alanch( "otmail had !" millio# users
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July September November January March May July Septemb
'hen they sold to icrosoft 1!. years alanch( "otmail had !" millio# users
%here were o#ly &0 millio#i#ter#et users at the time'
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This story is not an anom
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'hy did thesecompanies scceed
when everyone elsefailed/
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(hat were )oi#) to *over
'hat Is 0rowth "acking/0rowth "acking Best %ractices
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ost startps nd themselves facing the
same +robl
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They bild a prodct that no one ends p sing
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Say yor startp has
a# idea
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2o assemble a teand start bilding
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Si mo#ths later( yo haprodct yo3re happy relea
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'hen that day nally comyo lanch and4
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'hen that day nally comyo lanch and4
#othi#) ha+
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2o get a writeu+ o# %e*hand several thousa#d users
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2o get a writeu+ o# %e*hand several thousa#d users
ut most of them sto+ usi#) it afte
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July September November January March May July Septemb
5othing like the treme#do
viral )rowthyo wereanticipating
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'hat do you do/
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Techrnchof Initiation
'earing 78
of 5ovelty
Trogh of
Sorrow
eleases of
Improvement
rash of
Ineptitde
'iggles of
+alse "ope
The %romised
:and!
2o#re in the trou)h of sorrow( my
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ontining to ship new feais the worst thing yo can
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It componds what the reaproblem was in the rst place(
is that you do#/t #ow what/s
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;nter the growth hacke
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(% is
GrowthHa*i#) 1
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Growth ha*i#) is a setta*ti*s and best +ra*ti*es
dealing with ser growth
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"ow do Iincreasethelife
timevaleofaser/
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Growth ha*i#) is a setta*ti*s and best +ra*ti*es
dealing with ser growth
"owdoIgetmoreofmyserstob
"owdoIredcech
rn/
"owdoI
"ow do I get more se
"owdoImeasrethee8ectivenessofnewfeatr
'hatisor
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iral growth
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iral growth
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anding page optimi"ation
S;7
%rodct managem
;mail marketing
2#alyti*s
Behavioral economics%
7nboarding
=>
:anding page optimi?ation
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ost companies onlytrack threethi#)s
Tra@
even
=ser
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Phase ! Phase " Phase 3 Phase P
Gettra5*
1
Getusers
1P
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Those metrics
are#t very hel+
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Those metrics
are#t very hel+%he ma)i* is what ha++e#s i# b
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The key is to ma+ outthelifecycle for yor prod
%he lea# mareti#) framewo
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278ISI%I9
2%I;2%I9
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S=9
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