@agatestudio

Lean Marketing

Andrew

Publishing

Agate Studio

Lean Marketing for Startups (and Game) Adaptation from : http://www.slideshare.net/mattangriffel/growth-hacking

GROWTH HACKING: HOTMAIL

Startups’ products and game usually facing

similar problem

LEAN MARKETING FRAMEWORK

AARRR!

Dave McClure’s example conversion metrics

A/B Testing

PUBLISHING APPLICATION

Acquisition

• Ads banner

• Copywriting

• Keyword research

• New channel

• A/B testing

• Targeting

• SEO

• Guerilla marketing

• Social campaign

• Remarketing

• Press release

• Etc…

Activation

• Simplify landing page

• Fast loading

• Easy registration / no registration

• Registration bonus

• Facebook connect

• Measure traffic sources quality

• Etc…

Retention

• Retention event – Daily login bonus

• Simplify learning curve – Tutorial

• Personalization

• Instant Reward

• Chat room

• Engage players in SocMed

• Reward priority players

• Leaderboard

• Etc…

Referral

• Referral bonus / member get member

• Share button & incentive

• Share in-game event

• Invite friends

• Etc…

Revenue

• Monetization event

• Easy payment channel

• Right item & pricing

• Right monetization model

– Paid download

– In-game monetization

– Free trial

– Etc..

• Etc…

Another Tips

• Kill a feature every week

• Activation first, then acquisition

• Measure, measure, and measure

– A/B testing

MORE CASE STUDIES

Dropbox offered its customers a 150

megabyte storage bonus if they linked their

Dropbox account to their Facebook or Twitter

account. They also created a refer a friend

campaign that would give users 500

megabytes of free storage for each friend they

referred.

Spotify drove it's rapid growth by integrating

the software with Facebook. Instagram

followed the same approach.

Twitter noticed that it's users were signing up, but then abandoning the app. Using analytics they

discovered that people were far more likely to use their account when they followed 5-10 accounts on the first day. They build a suggestion engine

that would prompt new users to immediately follow new users that pertained to their interests.

This greatly increased retention.

Mint used it's blog to build landing pages on

nearly every personal finance question,

effectively targeting it's ideal market directly.

Apple and Blackberry turned their devices into

advertising engines by adding "Sent from my

iPhone" and "Sent from my Blackberry" to

every message sent.

Reddit created hundreds of fake user profiles

in it's early days to generate buzz.

Pinterest launched as a invite-only service that

was exclusive, driving up demand and building

interest and industry speculation.

Gmail launched as an invite-only service as

well (before Pinterest did of course)

Thank You