The Scientific Method:
How to Design and Track Growth Experiments
@jacksonlindauer
Background & Context
• Began with Lean Startup
– Steve Blank, Eric Ries
– Lean Startup Machine
• Running experiments with teams
– Workshop/training model
– Follow-on engagements
• Focus on systems
– #GEW at Kauffman Foundation
– Internal metrics at Fordham Foundry
@jacksonlindauer
Agenda
• Definitions Jargon Communication
• Where growth comes in
• Scientific Method for Startups
– Formulating Hypotheses & Assumptions
• Design & Implement Systems of Experimentation
– Create your Growth Playbook
• Customer Acquisition Channels
@jacksonlindauer
Definitions
Hypothesis – falsifiable supposition made on the basis of limited information, as a starting point for further investigation
vs.
Assumption – something believed to be true, without proof
Experiment – controlled procedure carried out to test hypotheses
vs.
Planning – a detailed proposal for achieving something
@jacksonlindauer
What is growth hacking?
A strategy that seeks measurable, repeatable, and sustainable growth as
the result of continuous experimentation
@jacksonlindauer
What is growth hacking?
“Growth hacking is…
just GET USERS!”
-Gary Vaynerchuk
@jacksonlindauer
JargonMethodologies
• Lean Startup
• Design Thinking
• Agile Development
Buzz Words/Phrases
• Growth hacking
• Pivots
• MVP’s
@jacksonlindauer
Ultimately…
We want to practice disciplined entrepreneurship. That means setting intention to our vision, fleshing out underlying assumptions, tracking our activities effectively, and making the smart business-related decision.
@jacksonlindauer
Where growth comes in…
@jacksonlindauer
The Startup Pyramid by Sean Ellis
Where growth comes in…
@jacksonlindauer
1. Problem-Solution fit2.Product-Market fit3.Scale Growth
“Why Growth Hacking Could Be Killing Your Startup”-Ramli John
Hypothesis Formation
I believe __specific action__ will result in __measurable outcome __
by _set_ date
@jacksonlindauer
Identifying Assumptions
@jacksonlindauer
Implicit Explicit
WHY??? Because…
• Assumption 1:
• Assumption 2:
• Assumption 3:
Creating your Growth Playbook
What you’ll need
• Team buy-in
• Shared vocabulary
• Structure
• Consistency
@jacksonlindauer
Creating your Growth Playbook
What it entails
1. Brainstorm backlog of ideas
2. Prioritize as a team
3. Create hypotheses and assumptions
4. Set SMART goals
5. Track, analyze, feedback loop
@jacksonlindauer
Experiments Need a Home
• Create an Experimentation Strategy folder
• Store and prioritize backlog of ideas
• Track current experiments
– Utilize Experiment Docs to stay organized
@jacksonlindauer
Experiments Business Activities
• Create sprints that work for your teams
– Daily vs. weekly?
– Aligned with dev. sprints?
• Share learnings, challenges, feedback
• Hold each other accountable
• Reward validation with autonomy/action
@jacksonlindauer
Customer Acquisition Channels
• Thought/market leadership
– Content (E-Books), white papers, blog posts
• Where your audience is
– Larger channels work well for conversion #’s
• Where your audience will be
– Don’t be afraid on non-traditional channels
– Less-saturated; lots of early adopters
@jacksonlindauer
Relevant Reads
@jacksonlindauer
Hooked
@nireyal
Talking to Humans
@giffco with @rimalovski
Traction
@jwmares with @yegg
Sources
• Brian Balfour (VP, Growth @ Hubspot) @bbalfour
• Sean Ellis (Founder @ Qualaroo) @seanellis
• Ramli John (Founder @ Growth Huddle) @ramlijohn
• Melissa Perri (Founder @ ProdUX Labs) @lissijean
• Gary Vaynerchuk (Founder @ Vayner Media) @garyvee
• Eric Ries (Author @ The Lean Startup) @ericries
• Justin Mares (Author @ Traction Book) @jwmares
@jacksonlindauer
Contact
@jacksonlindauer
• Email [email protected]
• Tweet @JacksonLindauer
• Help sohelpful.me/jacksonlindauer
