"Why Growth Hacking Isn't the Always the Answer," Sprig >> Gagan Biyani [COMMERCISM 2014]

•

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500 Startups

RUSSIAN TO GROW: WHY GROWTH HACKING ISN'T ALWAYS THE ANSWER, Gagan Biyani, Founder & CEO, Sprig

Technology

Word of Mouth Hacking
lessons from building Udemy, Lyft and Sprig
!
@gaganbiyani

My Background
Co-founder and CEO, Sprig
Growth Advisor, Lyft
Co-founder and President, Udemy

Path to a High Growth
1 Find product/market fit
2 Identify primary growth strategies
3 Scale, baby, scale!

Focus breeds Success
Press%14%%
Friend%63%%
Newsle2er/
NextDoor%10%%
Founders%3%%
Other%3%%
Facebook/
Twi2er%7%%
Source: survey to new customers 2/6-2/10. 98 respondents. Question: “How did you hear about us?”

User life cycle
before they buy ﬁrst purchase
referral repeat purchases

User thought cycle
I hate change what is this?
oh dude you should
totally check this out
what was the name
of that app again?

Application to Marketing
advertising conversion
virality retention

Interview Questions
"Tell me a little about yourself" (What do you do for a living? Where do you live?
Where do you work? Roommates/married/kids?)!
!
"Tell me about your dinner habits. What did you eat last night? Last weekend?”!
!
"Tell me about your food delivery experience. What do you think about your
current options?”!
!
"Tell me about your daily life. What do you read? Where do you go when not at
work/home?" (Cafes? Bars? Blogs? Newspapers?)!
!
Explain Sprig.!
!
"What would you think about [ordering Sprig]?" (Positives? Negatives?
Questions?)!
!
"What suggestions do you have as we try to market Sprig to people like you?"

Lyft Los Angeles
20% cheaper than
taxi
reliability
ﬁst bump, pink
mustache
high quality drivers

Traction by week
$0##
$5,000##
$10,000##
$15,000##
$20,000##
$25,000##
$30,000##
0#
500#
1000#
1500#
2000#
2500#
4*Nov# 11*Nov# 18*Nov# 2*Dec# 9*Dec# 16*Dec# 6*Jan# 13*Jan# 20*Jan# 27*Jan# 3*Feb# 10*Feb# 17*Feb# 24*Feb#
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gaganbiyani@gmail.com
@gaganbiyani
Thank You

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"Why Growth Hacking Isn't the Always the Answer," Sprig >> Gagan Biyani [COMMERCISM 2014]

1. Word of Mouth Hacking lessons from building Udemy, Lyft and Sprig ! @gaganbiyani

2. My Background Co-founder and CEO, Sprig Growth Advisor, Lyft Co-founder and President, Udemy

3. Path to a High Growth 1 Find product/market fit 2 Identify primary growth strategies 3 Scale, baby, scale!

4. No more Cheating

5. No more Cheating

6. No more Cheating

7. Customer Experience

8. Focus breeds Success Press%14%% Friend%63%% Newsle2er/ NextDoor%10%% Founders%3%% Other%3%% Facebook/ Twi2er%7%% Source: survey to new customers 2/6-2/10. 98 respondents. Question: “How did you hear about us?”

9. User life cycle before they buy ﬁrst purchase referral repeat purchases

10. User thought cycle I hate change what is this? oh dude you should totally check this out what was the name of that app again?

11. Application to Marketing advertising conversion virality retention

12. Interview Questions "Tell me a little about yourself" (What do you do for a living? Where do you live? Where do you work? Roommates/married/kids?)! ! "Tell me about your dinner habits. What did you eat last night? Last weekend?”! ! "Tell me about your food delivery experience. What do you think about your current options?”! ! "Tell me about your daily life. What do you read? Where do you go when not at work/home?" (Cafes? Bars? Blogs? Newspapers?)! ! Explain Sprig.! ! "What would you think about [ordering Sprig]?" (Positives? Negatives? Questions?)! ! "What suggestions do you have as we try to market Sprig to people like you?"

13. Lyft Los Angeles 20% cheaper than taxi reliability ﬁst bump, pink mustache high quality drivers

14. Traction by week $0## $5,000## $10,000## $15,000## $20,000## $25,000## $30,000## 0# 500# 1000# 1500# 2000# 2500# 4*Nov# 11*Nov# 18*Nov# 2*Dec# 9*Dec# 16*Dec# 6*Jan# 13*Jan# 20*Jan# 27*Jan# 3*Feb# 10*Feb# 17*Feb# 24*Feb# Meals&per&week& Repeat#Customers# New#Customers# Revenue#

15. gaganbiyani@gmail.com @gaganbiyani Thank You

"Why Growth Hacking Isn't the Always the Answer," Sprig >> Gagan Biyani [COMMERCISM 2014]

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