Hacking Growth

by Morgan Brown,Sean Ellis

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  • Four Stages of Growth Team Work

    There are four stages of growth teamwork. First, the newly built team uses its considerable knowledge and skills to: 1) analyze; 2) Ideate (create ideas)/ and experiments; 3) Prioritize, and finally 4) Test. Then the whole process loops back through to analyzing the results of the tests and

  • Stage 4: Testing

    Stage four is Testing. Cross-functional collaboration comes to the forefront in this stage of the growth team meetings. When testing ideas the outcome has to have a 99% statistical confidence level which means the control always wins. If the test doesn’t meet the confidence level or is inconclusive

  • Stage 3: Prioritize!

    After all the ideas are presented then it is time for stage 3: Prioritize. Each idea needs to be scored, by the author of the idea, with an ICE (Impact- how much will the idea improve the focus metric; Confidence- how strongly the author feels it will create (this should be based on evidence, not ju

  • Stage 2: Ideate / Experiment

    The second stage is where the team Ideates on the experiments that could help enhance product acquisition, activation, retention, and/or monetization. Experiments are derived from the ideas that the growth team collaborates on. Each member is required to create an idea based on a specific format. Th

  • Stage 1: Analyze

    Growth teams need to meet once a week, possibly once every two weeks. Scheduling the meetings midweek allows for team members to have a day or two before the meeting to complete tasks, gather data, and be prepared for the meeting. Having one or two workdays after the meeting allows the team to get t

  • Pitfalls to Beware of and Final Thoughts

    The final thoughts on growth hacking are that growth comes from continued experimentation and perseverance. Growth hacking is not just for new start-ups or brand-new products alone. It is for any company or product that wishes to make more of itself. Avoiding growth stalls will be the largest chall

  • Hacking Monetization

    Products need revenue, money, to survive. In Growth Hacking looking at the LTV, or Lifetime Value of consumers helps construct a monetization funnel. Gathering the data that reflects the user’s moves within the product from start to finish draws a monetization funnel that depicts every opportunity f

  • Hacking Retention

    Gaining users (acquisition) is important and retaining them is nearly as priceless. Much like small wins in experiments compound to large growth and achievement in product growth, the compound value of retaining users leads to a continual increase in revenue and growth. According to Brown and Ellis,

  • Hacking Activation

    Activation means consumers using the product. The basic idea is that if the user discovers the aha moment then they will see how the product benefits them and use it and/or keep coming back. To figure out how to get a consumer to get hooked on the product the growth team needs to map every conceivab

  • Hacking Acquisition

    There are two things a company and growth team need to analyze and experiment on in order to acquire consumers: language/market fit and channel/product fit. Getting the consumer to pay attention to the company’s product begins with the language/market fit (after the discovery of the core value and t

  • Is the Product “Must-Have” ?

    No amount of team collaboration, innovation, money, or celebrity endorsements will make the product succeed if it's not something people feel they can’t live without. Obviously, some products are more “must-have” to specific populations- it’s the company’s job to figure out if their product is deman

  • Growth Team Meeting Basics

    There are two types of reporting structures for growth teams: product-led or independent-led growth teams. A growth team will grow and evolve with time and become a highly beneficial entity of the company. First 15 minutes: Metrics review and updates; key positive factors affecting the product; key

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