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Ants - AARRR Growth Hacking and The single biggest reason why startups succeed

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Ants - The single biggest reason why startups succeed and AARRR Grow Hacking.

Ants | The single biggest reason why startups succeed - Bill Gross

Timing, Team, Ideas, Business Model, Funding - 5 yếu tố tối quan trọng để 1 cty thành công. Trong đó Bill Gross so sánh 200 cty thành công và thất bại trong gần 20 năm (IdeaL ab) cho thấy TIMING (Thời điểm) là tối quan trọng để cty khởi nghiệp thành công.

However, for a startup, we don't need to focus on all of the 5 metrics during the MVP (Minimum Viable Product) phase. The 2 most important metrics we want to monitor and optimize right now are Activation and Retention (Retention is King! - If people like using your product and they return to use it, then you will be successful).

These are the 2 main metrics that will determine whether or not you have built a service that people need. A good Activation tells you that your UVP and landing page is convincing and that you successfully get the user to go through with 1 use cycle post logging in. Good Retention tells you that your MVP actually delivers the UVP to the customers.

If you plan to start charging immediately, then Revenue will be one that we want to monitor as well. Acquisition and Referral are not immediate, but they are the engines to drive new customers to your website, so do keep them in mind when building your MVP.

Important: Before you can get good Activation and Retention, which means that you have proven that your product does indeed delivers the UVP, there is no need to start getting users. The reason is because before you are sure that you have a working solution, the users you get now will leave anyways. You will be depleting your users, and it might also give you bad reviews. Therefore, before we can validate your MVP in a later section, only focus on getting "early adopters" and leave the Growth Hacking for later.

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Ants - AARRR Growth Hacking and The single biggest reason why startups succeed

  1. 1. THE SINGLE BIGGEST REASON WHY STARTUPS SUCCEED & AARRR Source: Bill Gross, TED March 2015, Dave McClure, Master of 500 Hats Ph.D. Dinh Le Dat Co-founder & CEO of ANTS dat@ants.vn
  2. 2. • • • • Vision: ANTS’s vision is to unleash the FULL ECONOMIC POTENTIAL OF DIGITAL media companies. Mission: ANTS – Southeast Asia’s leader in SMART automation digital advertising technology and services About: ANTS is the leading technology-driven integrated internet advertising platform in Vietnam. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
  3. 3. ConfidentialSource: Bill Gross, TED March 2015 Dr. Dinh Le Dat – Co-founder & CEO of ANTS. Expert in Big Data/Data-Driven Marketing at FPT Corporation. • Co-founder, CEO of ANTS – Big Data in Advertising and Data-Driven Marketing Solution (ANTS.vn). • Former Chief Technology Officer at FPT Online Service JSC. • I worked for Boeing-Luxoft Russia, FPT Online Service JSC, FPT Technology Innovation. • 15+ years in Internet Technology and Product EcoSystem experience including Social Network/ Social Media (Banbe.net, Nhacso.net), Online News (VnExpress.net, Ngoisao.net), Games Online (Gate.vn), eCommerce (Sendo.vn) and Online Advertising (ANTS.vn, eClick.vn). • 10+ years in Technical Architect of High Scalability for Web/Mobile & Big Data/Analytics in Digital Content and Online Advertising. • Co-founder, Former CTO of Yola JSC – E-learning Platform (Yola.vn) • Awarded Ph.D. at M.V. Lomonosov Moscow State University with research “METADATA MODEL ONTOLOGY FOR GEOSPATIAL DATA AND SERVICES” (https://www.linkedin.com/in/dinhledat)
  4. 4. ConfidentialSource: Bill Gross, TED March 2015
  5. 5. ConfidentialSource: Bill Gross, TED March 2015
  6. 6. ConfidentialSource: Bill Gross, TED March 2015
  7. 7. ConfidentialSource: Bill Gross, TED March 2015
  8. 8. ConfidentialSource: Bill Gross, TED March 2015
  9. 9. ConfidentialSource: Bill Gross, TED March 2015
  10. 10. ConfidentialSource: Bill Gross, TED March 2015
  11. 11. Acquisition, Activation, Retention, Referral & Revenue.
  12. 12. ConfidentialSource: Dave McClure, Master of 500 Hats • • • • • AARRR!
  13. 13. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com Emails & widgets Campaigns, Contests Biz DevAds, Lead Gen, Subscriptions, etc Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts Blogs, Content System Events & Time- based Features
  14. 14. ConfidentialSource: Dave McClure, Master of 500 Hats Category User Status Conv % Est. Value Acquisition Visit Site (or landing page, or external widget) 100% $.01 Acquisition Doesn't Abandon (views 2+ pages, stays 10+ sec, 2+ clicks) 70% $.05 Activation Happy 1st Visit (views X pages, stays Y sec, Z clicks) 30% $.25 Activation Email/Blog/RSS/Widget Signup (anything that could lead to repeat visit) 5% $1 Activation Acct Signup (includes profile data) 2% $3 Retention Email Open / RSS view -> Clickthru 3% $2 Retention Repeat Visitor (3+ visits in first 30 days) 2% $5 Referral Refer 1+ users who visit site 2% $3 Referral Refer 1+ users who activate 1% $10 Revenue User generates minimum revenue 2% $5 Revenue User generates break-even revenue 1% $25
  15. 15. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com Marketing Channels: • largest-volume (#) • lowest-cost ($) • best-performing (%) 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
  16. 16. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com Activation Criteria: • 10-30+ seconds • 2-3+ page views • 3-5+ clicks • 1 key feature usage Do LOTS of landing page tests & A/B tests - just make lots of dumb guesses & iterate QUICK Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains
  17. 17. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com Automated emails are simple & easy retention feature • lifecycle emails @ +3, +7, +30d • status emails weekly/monthly • event-based emails as they occur Homepage / Landing Page Product Features 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts Blogs, Content System Events & Time- based Features
  18. 18. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com Only encourage users to refer *after* they have “happy” user experience; avg score >= 8 out of 10 Homepage / Landing Page Product Features Emails & widgets Campaigns, Contests 1. ACQUISITION SEO SEM Apps & Widgets Affiliates Email PR Biz Dev Campaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts Blogs, Content System Events & Time- based Features
  19. 19. ConfidentialSource: Dave McClure, Master of 500 Hats Website.com Biz DevAds, Lead Gen, Subscriptions, etc Homepage / Landing Page Product Features This is the part *you* have to figure out… I don’t know jack about your business Emails & widgets Campaigns, Contests 1. ACQUISITION SEOSEM Apps & Widgets Affiliates Email PR Biz DevCampaigns, Contests Direct, Tel, TV Social Networks Blogs Domains Emails & Alerts Blogs, Content System Events & Time- based Features
  20. 20. ConfidentialSource: Dave McClure, Master of 500 Hats • • • • • • • • Qualitative: SurveyMonkey (surveys), CrazyEgg (heatmap), TechSmith Morae / UserVue (ux recording), RobotReplay, TapeFailure. Quantitative: Google Analytics (free), MyBlogLog, ClickTracks, Index Tools, Visual Sciences / Webside Story, Omniture, WebTrends, etc. Comparative: Google Website Optimizer, SiteSpect, Optimost, Offermatica, Vertster, Kefta. Competitive: Quantcast, Compete.com, Alexa, Hitwise, Comscore, Nielsens.
  21. 21. ConfidentialSource: Dave McClure, Master of 500 Hats • • • •
  22. 22. ConfidentialSource: Dave McClure, Master of 500 Hats • • • • • • • • • •
  23. 23. ConfidentialSource: Dave McClure, Master of 500 Hats • • • • • • •
  24. 24. ConfidentialSource: Dave McClure, Master of 500 Hats • • • • • •
  25. 25. ConfidentialSource: Dave McClure, Master of 500 Hats • • • • • •
  26. 26. ConfidentialSource: Lean
  27. 27. ANTS | FPT Corporation / FPT Technology Innovation / FPT Ventures Hotline: +84 91 2323-911 / Office: +84 8 7301-9199 / dat@ants.vn / support@ants.vn AntHill, 24.D6 Villa, Saigon Pearl Villas, 92 Nguyen Huu Canh Str., Ward 22, Binh Thanh Distr., HCMC, Vietnam http://ants.vn | http://fpt.com.vn / http://tech.fpt.com.vn / http://fptventures.vn THANKS FOR WATCHING

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