growth hacking
DESCRIPTION
Apresentação de William Sertório, nosso UX Designer aqui na Neue Labs, sobre Growth hacking 101 e como funcionam os motores de crescimento para negócios digitais. Os slides fazem parte do Neue T, nosso encontro semanal de aprendizagem e socialização de conteúdos, que traz assuntos de dentro e fora das startups e que acontecem toda sexta-feira. Você pode acompanhar o Neue T ao vivo, sempre às 17h30, pelo nosso canal: http://neuelabs.com/neuet/ E rever as apresentações através do Youtube: https://youtube.com/NeueLabs Todo material é livre para download, cópia e alteraçãoTRANSCRIPT
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neuelabs
Growth Hacking uma introdução
willian sertorio
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Siga a genteneuelabs neuelabs neue-labsneuelabs.com
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Willian Sertório !
UX Designer / Empreendedor
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UX Designer
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Startups
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2009
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!!
Precisamos de usuários!
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Google Adwords +
Landing pages
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4500 usuários/dia
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4500 usuários/dia
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4500 usuários/dia
LTV = US$99
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4500 usuários/dia
LTV = US$99 CPA = US$388
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#fail
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Google Adwords
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Ninguém buscava por este tipo de solução.
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"You don't need to persuade everyone that
you have a great idea, you merely need to persuade
one person. And then make it easy for that
person to share.” !
Seth Godin
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W.O.M
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Dar 1GB > Adwords !
Financeiramente e qualitativamente
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Resultado: !
Em 15 meses, foram de 100.000 usuários para 4 milhões.
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Sean Ellis
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Consultor de marketing especialista em crescimento.
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Desenvolvia sistemas e práticas para startups crescerem no Vale do Silício.
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Bora chamar um cara de marketing?
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E o marketeiro?
Estratégia Planejamento Plano de marketing Mídia Publicidade Pesquisa de
mercado Veículos Posicionamento Segmentação
de mercado
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E o marketeiro?
Estratégia Planejamento
Plano de marketing Mídia
Publicidade Pesquisa de
mercado Veículos
Posicionamento Segmentação
de mercado
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1) Novo tipo de produto: físico > virtual
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2) Novo tipo de distribuição: física > virtual
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Growth hacker ≠
marqueteiro
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Tá, e o "hacker"?
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1) hacker: criativo para enxergar padrões no caos
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2) hacker: aquele que age nos limites da ética e da cidadania
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2013: !
Path + SMS
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US$800.000,00
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Sim Não
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3) hacker no sentido de buscar soluções baseadas em tecnologia
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Tem que ser desenvolvedor?
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“By knowing things that exist, you can know that
which does not exist.” !
Musashi
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Não-desenvolvedores: !
repertório + amigos devs
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Desenvolvedores: !
produto e distribuição
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25.000.000 de usuários
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vídeo
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!!
Embed: !
Navegar fora do site !
Custos de hospedagem
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Embed com um clique
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PARTIU TDS VIRA GROUTH RECKER?
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3 perguntas a se fazer antes de pensar em crescimento
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Em que fase minha startup está?
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Startup Pyramid – Sean Ellis
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Startup Pyramid – Sean Ellis
1) Como você se sentira se não pudesse mais usar o meu produto? !
40%: Muito desapontado
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Startup Pyramid – Sean Ellis
2) Transição: !
Melhorar recursos-chave Modelo de negócio Otimização para escala
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Startup Pyramid – Sean Ellis
Growth!
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Como é o funil da minha startup?
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Métricas AARRR – Dave McLure
Aquisição Ativação Retenção
Receita Recomendação
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Métricas AARRR – Dave McLure
Aquisição Ativação Retenção
Receita Recomendação
%
%
%%
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Qual o motor de crescimento da minha startup?
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Motores de Crescimento – Eric Ries
Modelos de negócio diferentes: padrões de crescimento diferentes
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Motores de Crescimento – Eric Ries
1. Recorrente [Fidelização]
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Motores de Crescimento – Eric Ries
1. Recorrenteaquisição > rotatividade = crescimento
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Motores de Crescimento – Eric Ries
2. Pago [Quanto mais barato o canal, melhor]
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Motores de Crescimento – Eric Ries
2. Pago LTV > CTA = crescimento
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Motores de Crescimento – Eric Ries
3. Viral [Coefieciente viral]
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Motores de Crescimento – Eric Ries
3. Viral Coeficiente viral > 1 = crescimento
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Beleza, e na prática?
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Experimentos orientados a hipóteses e números.
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Planilha de experimentos - Neue Labs
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1º Definir objetivo
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Melhorar ativação.
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Melhorar ativação em 20% dentro de uma semana.
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2º Escreva sua hipótese
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_____________ vai melhorar ativação em 20% dentro de uma semana.
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Trocar a cor do botão para azul vai melhorar ativação em 20% dentro de uma semana.
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3) Documente o aprendizado
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Trocar a cor do botão para azul não melhorou a ativação em 20% em uma semana. Ficamos em 5% apenas.
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4) Defina os próximos passos