growth hacking done the right way - our experience building 10+ companies - free templates included

THE GROWTH MACHINE Doing growth hacking the right way - including free resources and templates -

based on hands-on execution from growing 10+ companies

Uber got their first 10.000 drives mostly from early adopter advocacy in the tech

crowds of San Francisco

Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience

Airbnb hustled their first $30k by designing politically themed cereal

boxes

Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience

What works for them will not work for you…

Uber got their first 10.000 drives mostly from early adopter advocacy in the tech

crowds of San Francisco

Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience

Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience

What works for them will not work for you…

Airbnb hustled their first $30k by designing politically themed cereal

boxes

Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience

Dropbox got 70.000 users overnight by creating a 2 min video intended for a Digg audience

What works for them will not work for you…

Uber got their first 10.000 drives mostly from early adopter advocacy in the tech

crowds of San Francisco

Airbnb hustled their first $30k by designing politically themed cereal

boxes

THIS IS BULLSHIT

In 1948 Brownie Wise invented the Tupperware Party to distribute the product

It was the first growth hack

The way your customers meet your product is part of your product

“Your audience is different Your product is different

Your customer journey is different

Your BUSINESS is different”

Brian Balfour

This is a story about PROCESS

This is a story about PROCESS

Why?

The number one reason that we pass on entrepreneurs we’d otherwise like to back is that they focus on product to the exclusion of everything else... Many entrepreneurs who build great products simply don’t have a good distribution strategy. Even worse is when they insist that they don’t need one, or call no distribution strategy a “viral marketing strategy”.

– Marc Andreesen

“

”

All Growth Machine tools are free to download

Download the Growth Machine template

Companies using the Founders Growth Machine

Our story

In the process of building 10+

companies we did several experiments

Complication

Many opportunities Lack of insights So much noise

Outcome

No prioritization No awareness of impact vs. costs

No learning

NOT ABLE TO SEE ANYTHING

We needed a structure We needed a process

to provide us the tactics

We needed a GROWTH MACHINE

Founders Growth Machine - the process for finding your silver bullet -

Backlog Experiment doc Pipeline

The Backlog - to quickly list, score and prioritize experiments -

Backlog Experiment doc Pipeline

1 2 3

List all good ideas for innovative experiments

Quickly define each activity on expected result, time to be used and costs

Distinguish between acquisition, awareness and other activities

The Backlog - to quickly list, score and prioritize experiments -

Structured according to AARRR funnel

The Backlog - to quickly list, score and prioritize experiments -

1 2 3

List all good ideas for innovative experiments

Quickly define each activity on expected result, time to be used and costs

Distinguish between acquisition, awareness and other activities

The Experiment Document - to document experiments and learnings -

Backlog Experiment doc Pipeline

Describetheac.vityyouwouldliketopromote–keepitsimple!

1

The Experiment Document - to document experiments and learnings -

Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps

Describetheac.vityyouwouldliketopromote–keepitsimple!

1

2

The Experiment Document - to document experiments and learnings -

Quicklyandsimplydescribepurpose,hypothesis,experimentdesign

Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps

Describetheac.vityyouwouldliketopromote–keepitsimple!

1

2

The Experiment Document - to document experiments and learnings -

Quicklyandsimplydescribepurpose,hypothesis,experimentdesign

3 Takeadvantageofwri3ngthingsdownbeforedoinganythingelse

Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps

Structure: 1. Objective 2. Hypothesis 3. Experiment design 1. Expected results 2. Expected costs 3. Gut feeling score (1-5) 1. Results 2. Learnings (why) 3. Next steps

Completed before

experiment

Completed after

experiment

Describetheac.vityyouwouldliketopromote–keepitsimple!

1

2

3

The Experiment Document - to document experiments and learnings -

Quicklyandsimplydescribepurpose,hypothesis,experimentdesign

Takeadvantageofwri3ngthingsdownbeforedoinganythingelse

Backlog Experiment doc Pipeline

The Pipeline - to track and get overview of experiments -

1 2 3

Place all your promoted experiments in the Pipeline

Quickly define each activity on expected result, time to be used and costs

Distinguish between acquisition, awareness and other activities

The Pipeline - to track and get overview of experiments -

The tools mentioned above are all free at

growth.founders.as

Download the Growth Machine template

Companies using the Founders Growth Machine

How to apply the Growth Machine

Epiphany of a new growth hack

Put it in the

Backlog.

Fill out step 1-6

in the experimen

t doc.

Discuss steps 1-6

at the weekly

meeting.

Promote to

Pipeline, start exp.

Reflect on WHY.

Note down

learnings.

Present findings at

the growth

meeting.

1

2

3

4 5

6

7

What we got out of it

More structure Better visibility Improved learning

A simple and structured

overview of our marketing

experiments

Better tracking of performance by comparing initial hypothesis with actual results

Better understanding of

what works and not - and WHY

BUT…

A TOOL IS ONLY AS GOOD AS THE PERSON APPLYING IT

Learning & Impact over

Activity & Ideas RIGOROUS DISCIPLINE

Main Purpose is to Learn & Become better

It’s a MINDSET

A TOOL IS ONLY AS GOOD AS THE PERSON APPLYING IT

Learning & Impact over

Activity & Ideas RIGOROUS DISCIPLINE

Main Purpose is to Learn & Become better

All resources mentioned in this presentation are available for free

growth.founders.as

Download the Growth Machine template for free

Companies using the Founders Growth Machine