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Growth Hacking 101 
Your First 500,000 Users 
@yongfook
Disclaimer! 
Based on first hand experience growing ! 
a user-base of 500,000 (1.5 years) at previous company! 
and doing customer acquisition consulting! 
! 
Focus is on users with an explicit ARPU!! 
e.g. SaaS, E-commerce, Gaming...! 
Zero-revenue services may not be applicable! 
! 
YMMV etc. 
Growth Hacking 101 by @yongfook
Background 
Director! 
#2 Luxury Flash-Sales Site in Japan! 
US$XX million per year sales! 
Joined at 0, left at ~500,000 
I lived in Japan for about 10 years before moving to Singapore! 
Above company is still going strong and has expanded into China! 
I’m founder of 2 SaaS startups (one active, one not) ! 
a user-generated content recipe site (acquired)! 
and a quirky viral game! 
! 
Currently working on another e-commerce site targeting South East Asia 
Growth Hacking 101 by @yongfook
www.growthhackinghandbook.com 
Now Buy The Book!! 
A handy guide of 100 online 
marketing tactics for your startup, ! 
from quick wins to complex hacks. 
Buy the Book Now
cheap 
Trivia: The artist Michelangelo was 
famously cheap and lived in poor 
conditions, despite being very wealthy
Organic Search 
• Always be creating searchable 
content! 
• Mix of template / basic editorial! 
• Have clear CTAs on your public 
content! 
• sitemap.xml! 
• Previous company = all brands we sold 
had a permanent public page (50% 
algorithmic and 50% editorial), we 
ranked on Google 1st page for some of 
the lesser-known brands. Long Tail.! 
• Hackers! implement your content 
generation strategy early on so you can 
set and somewhat forget.! 
• Spend some time making a few 
Automatic / Template 
“superstar” pieces of content i.e. 
Infographics Editorial 
Ex 
There’s a page like this for every country on DirectRooms 
Growth Hacking 101 by @yongfook
Blog 
• Create shareable content! 
• Top 10 Lists! 
• Interviews! 
• Op-Ed! 
• PICTURES! (e.g. Boston.com)! 
• Create fans who will turn into influencers 
and evangelists for you.! 
• Back-links are goood! 
• Become recognized as an authority in 
your vertical / niche! 
• Don’t write shitty filler posts - the point of 
the blog is to create an audience, not 
just to add content to the site (see 
previous slide for that) 
Mr Porter 
Excellent, authoritative and shareable blog content.! 
Their business is e-commerce. 
Ex 
Growth Hacking 101 by @yongfook
Landing Page 
• Hackers! test like crazy.! 
• Don’t fuck around testing your design 
too much. Test your incentive / value 
proposition and CTA.! 
• Preserve Scent! 
• Get Their Email Address (it’s really all 
you actually need)! 
• Completing the process is the only way 
to leave the landing page. 
Groupon 
Ex 
Different graphic assets depending on entry keyword! 
to preserve scent: this search was for “spa coupon” 
Growth Hacking 101 by @yongfook
Share & 
Embed 
1) Create Something Worth Sharing.! 
2) Empower your users to share/like/recommend content.! 
3) More Users!
Massive APIs 
• Connect with Facebook / Twitter! 
• Reduce friction to entry / sharing! 
• Hackers! Retrofit other large markets to 
work with your site in a way beneficial to 
users.! 
• AirBNB / Craigslist! 
• Don’t forget language APIs - you too can 
be Big In Japan 
Air BNB 
Famously created a “Post to Craigslist” feature 
despite there not being an official API, in order to 
gain initial traction 
Growth Hacking 101 by @yongfook 
Ex
Social Campaign 
• “Retweet this to Win!”! 
• Is this really social? No.! 
• Can’t do it more than once. Boy Who 
Cried Wolf syndrome.! 
• Hackers! There’s A Better Way! 
• Leverage vanity and curiosity! 
• Give User A some dynamic content 
specific to them (e.g. a horoscope) 
and encourage User A to tweet it. ! 
• User B learns about your company 
via learning something funny about 
User A (their friend).! 
• Alternatively! 
• Create content that is innately 
shareable e.g. Will It Blend! 
• Hook into a recent event / topic 
Klout 
Ex 
Some (most?) of Klout’s growth is driven through! 
leveraging user vanity and curiosity:! 
1) Vanity of users sharing their high score! 
2) Curiosity of user’s friends to find out their own score 
Growth Hacking 101 by @yongfook
Viral Scumbag Mechanics?! 
! 
In 2010 I made a game that at a certain point you ! 
had to invite another person in order to progress! 
...it worked incredibly well and it didn’t piss! 
as many people off as I thought it would.! 
At that middle point in the game, most users were! 
happy to spread the word. 10,000+ users in 2 days.
scalable 
Trivia: Mount Fuji in Japan is actually a 
volcano and has been dormant since 1708
Influencers 
Recruited over 30 trend-setting (non-celebrity) bloggers! 
and incentivised blog coverage via VIP events and coupons! 
Hackers! Sweeten the relationship with widgets for their blogs 
Growth Hacking 101 by @yongfook
Member Get Member 
• “Refer a friend and get a $25 coupon!”! 
• Japanese users seemed less 
motivated to refer for cash! 
• Test the incentive, for example “Refer 
5 friends and get free shipping for 3 
months!”! 
• Some incentives work better at 
different stages of the customer 
journey e.g. a newly-activated user / a 
long-term user! 
• Hackers! Remember to test the crap 
out of the HTML email design / 
message itself. Make it beautiful and 
personal. 
Gilt 
All group-buying and private e-commerce sites! 
have an MGM mechanic. It’s a scalable way of ! 
acquiring pre-qualified users - costs will rise! 
linearly with new users acquired 
Ex 
Growth Hacking 101 by @yongfook
Paid Search 
• A reliable portion of our monthly 
growth came from paid search! 
• You need an adwords virtuoso if you 
want to do well in paid search! 
• Doubly so for competitive spaces like 
travel / hotels! 
• Not super-viable for startups without 
much funding: it takes time, it’s 
expensive and needs to be constantly 
tweaked.! 
• Really handy for ad-hoc testing 
though. 
“Singapore Hotels” 
A search for “Singapore Hotels” on Google shows! 
many companies with deep pockets: Agoda, 
booking.com, expedia.com - startups trying to 
compete head to head with these companies in Paid 
Search will simply run out of cash 
Ex 
Growth Hacking 101 by @yongfook
expensive 
Trivia: Archimedes discovered buoyancy, was one of the best 
mathematicians of his time and also built giant, mechanical war machines
Celebrity Blog 
• Bit of a gamble but can be highly 
effective at getting users! 
• Depends on the size of the blog 
ecosystem but in Japan: 10,000++ 
new users from a single post! 
• User quality varies! 
• Can result in re-blogs, conversations! 
• Real Example: Celebrity A (paid) 
wrote about us, then Celebrity B 
(unpaid) checked us out and wrote 
about us organically and 
enthusiastically as we were selling a 
brand that she loves. We ended up 
getting more users via Celebrity B 
than Celebrity A.! 
• Best to do it in a regulated environment 
where there are guidelines. 
Ex 
Famous bloggers such as Xiaxue are no stranger to 
advertorials. Pick your audience wisely however. 
Growth Hacking 101 by @yongfook
Partnerships 
• An incentivised partner sending you 
targeted prospects is supremely 
valuable! 
• High quality users! 
• Try to negotiate a revenue-share, but be 
prepared for other costs like a revenue 
guarantee or an up-front payment.! 
• In addition to rev-share offer them 
something they can’t already get easily 
e.g. build something for them for free, 
give them data.! 
• Hackers! Offer something innovative. 
We put a whole store on their site 
that earned a rev-share, that they 
never had to manage and that 
seamlessly-integrated with the rest of 
their site. 
Ex 
We partnered with a popular fashion destination and 
got banner space, a dedicated page (we put an 
inline-frame store on it), EDMs and more. 
Growth Hacking 101 by @yongfook
www.growthhackinghandbook.com 
Now Buy The Book!! 
A handy guide of 100 online 
marketing tactics for your startup, ! 
from quick wins to complex hacks. 
Buy the Book Now
thanks! 
@yongfook! 
http://yongfook.com

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Growth Hacking 101: Your First 500,000 Users

  • 1. Growth Hacking 101 Your First 500,000 Users @yongfook
  • 2. Disclaimer! Based on first hand experience growing ! a user-base of 500,000 (1.5 years) at previous company! and doing customer acquisition consulting! ! Focus is on users with an explicit ARPU!! e.g. SaaS, E-commerce, Gaming...! Zero-revenue services may not be applicable! ! YMMV etc. Growth Hacking 101 by @yongfook
  • 3. Background Director! #2 Luxury Flash-Sales Site in Japan! US$XX million per year sales! Joined at 0, left at ~500,000 I lived in Japan for about 10 years before moving to Singapore! Above company is still going strong and has expanded into China! I’m founder of 2 SaaS startups (one active, one not) ! a user-generated content recipe site (acquired)! and a quirky viral game! ! Currently working on another e-commerce site targeting South East Asia Growth Hacking 101 by @yongfook
  • 4. www.growthhackinghandbook.com Now Buy The Book!! A handy guide of 100 online marketing tactics for your startup, ! from quick wins to complex hacks. Buy the Book Now
  • 5. cheap Trivia: The artist Michelangelo was famously cheap and lived in poor conditions, despite being very wealthy
  • 6. Organic Search • Always be creating searchable content! • Mix of template / basic editorial! • Have clear CTAs on your public content! • sitemap.xml! • Previous company = all brands we sold had a permanent public page (50% algorithmic and 50% editorial), we ranked on Google 1st page for some of the lesser-known brands. Long Tail.! • Hackers! implement your content generation strategy early on so you can set and somewhat forget.! • Spend some time making a few Automatic / Template “superstar” pieces of content i.e. Infographics Editorial Ex There’s a page like this for every country on DirectRooms Growth Hacking 101 by @yongfook
  • 7. Blog • Create shareable content! • Top 10 Lists! • Interviews! • Op-Ed! • PICTURES! (e.g. Boston.com)! • Create fans who will turn into influencers and evangelists for you.! • Back-links are goood! • Become recognized as an authority in your vertical / niche! • Don’t write shitty filler posts - the point of the blog is to create an audience, not just to add content to the site (see previous slide for that) Mr Porter Excellent, authoritative and shareable blog content.! Their business is e-commerce. Ex Growth Hacking 101 by @yongfook
  • 8. Landing Page • Hackers! test like crazy.! • Don’t fuck around testing your design too much. Test your incentive / value proposition and CTA.! • Preserve Scent! • Get Their Email Address (it’s really all you actually need)! • Completing the process is the only way to leave the landing page. Groupon Ex Different graphic assets depending on entry keyword! to preserve scent: this search was for “spa coupon” Growth Hacking 101 by @yongfook
  • 9. Share & Embed 1) Create Something Worth Sharing.! 2) Empower your users to share/like/recommend content.! 3) More Users!
  • 10. Massive APIs • Connect with Facebook / Twitter! • Reduce friction to entry / sharing! • Hackers! Retrofit other large markets to work with your site in a way beneficial to users.! • AirBNB / Craigslist! • Don’t forget language APIs - you too can be Big In Japan Air BNB Famously created a “Post to Craigslist” feature despite there not being an official API, in order to gain initial traction Growth Hacking 101 by @yongfook Ex
  • 11. Social Campaign • “Retweet this to Win!”! • Is this really social? No.! • Can’t do it more than once. Boy Who Cried Wolf syndrome.! • Hackers! There’s A Better Way! • Leverage vanity and curiosity! • Give User A some dynamic content specific to them (e.g. a horoscope) and encourage User A to tweet it. ! • User B learns about your company via learning something funny about User A (their friend).! • Alternatively! • Create content that is innately shareable e.g. Will It Blend! • Hook into a recent event / topic Klout Ex Some (most?) of Klout’s growth is driven through! leveraging user vanity and curiosity:! 1) Vanity of users sharing their high score! 2) Curiosity of user’s friends to find out their own score Growth Hacking 101 by @yongfook
  • 12. Viral Scumbag Mechanics?! ! In 2010 I made a game that at a certain point you ! had to invite another person in order to progress! ...it worked incredibly well and it didn’t piss! as many people off as I thought it would.! At that middle point in the game, most users were! happy to spread the word. 10,000+ users in 2 days.
  • 13. scalable Trivia: Mount Fuji in Japan is actually a volcano and has been dormant since 1708
  • 14. Influencers Recruited over 30 trend-setting (non-celebrity) bloggers! and incentivised blog coverage via VIP events and coupons! Hackers! Sweeten the relationship with widgets for their blogs Growth Hacking 101 by @yongfook
  • 15. Member Get Member • “Refer a friend and get a $25 coupon!”! • Japanese users seemed less motivated to refer for cash! • Test the incentive, for example “Refer 5 friends and get free shipping for 3 months!”! • Some incentives work better at different stages of the customer journey e.g. a newly-activated user / a long-term user! • Hackers! Remember to test the crap out of the HTML email design / message itself. Make it beautiful and personal. Gilt All group-buying and private e-commerce sites! have an MGM mechanic. It’s a scalable way of ! acquiring pre-qualified users - costs will rise! linearly with new users acquired Ex Growth Hacking 101 by @yongfook
  • 16. Paid Search • A reliable portion of our monthly growth came from paid search! • You need an adwords virtuoso if you want to do well in paid search! • Doubly so for competitive spaces like travel / hotels! • Not super-viable for startups without much funding: it takes time, it’s expensive and needs to be constantly tweaked.! • Really handy for ad-hoc testing though. “Singapore Hotels” A search for “Singapore Hotels” on Google shows! many companies with deep pockets: Agoda, booking.com, expedia.com - startups trying to compete head to head with these companies in Paid Search will simply run out of cash Ex Growth Hacking 101 by @yongfook
  • 17. expensive Trivia: Archimedes discovered buoyancy, was one of the best mathematicians of his time and also built giant, mechanical war machines
  • 18. Celebrity Blog • Bit of a gamble but can be highly effective at getting users! • Depends on the size of the blog ecosystem but in Japan: 10,000++ new users from a single post! • User quality varies! • Can result in re-blogs, conversations! • Real Example: Celebrity A (paid) wrote about us, then Celebrity B (unpaid) checked us out and wrote about us organically and enthusiastically as we were selling a brand that she loves. We ended up getting more users via Celebrity B than Celebrity A.! • Best to do it in a regulated environment where there are guidelines. Ex Famous bloggers such as Xiaxue are no stranger to advertorials. Pick your audience wisely however. Growth Hacking 101 by @yongfook
  • 19. Partnerships • An incentivised partner sending you targeted prospects is supremely valuable! • High quality users! • Try to negotiate a revenue-share, but be prepared for other costs like a revenue guarantee or an up-front payment.! • In addition to rev-share offer them something they can’t already get easily e.g. build something for them for free, give them data.! • Hackers! Offer something innovative. We put a whole store on their site that earned a rev-share, that they never had to manage and that seamlessly-integrated with the rest of their site. Ex We partnered with a popular fashion destination and got banner space, a dedicated page (we put an inline-frame store on it), EDMs and more. Growth Hacking 101 by @yongfook
  • 20. www.growthhackinghandbook.com Now Buy The Book!! A handy guide of 100 online marketing tactics for your startup, ! from quick wins to complex hacks. Buy the Book Now