Master Growth Hacking by Apurva Chamaria notes the secrets of success and the role of creativity, smart data analysis, and agility that is required for growth hacking. Emerging as the preferred mode of growth for start-ups and entrepreneurs in India, growth hacking is a blend of coding, data intelligence, and marketing. The book includes interviews from the founders of Zomato, Hotmail, ShopClues, UrbanClap, Paisabazaar, WittyFeed, UpGrad and many more brands.
Here is a sneak-peek of a few of the best growth hacking brands as listed in the book:
The founder of Hotmail, Sabeer Bhatia, incorporated a simple strategy of including a tag line in at the end of each users’ outgoing mail – ‘PS: I love you. Get your free email a Hotmail’, clicking on which would direct the users to a user-acquisition landing page where they could set up their Hotmail account.
The founder of WhatsApp Jan Koum adopted a plan which was different from what most similar applications would use. Instead of bombarding the users with targeted advertisements, he charged each user a dollar for downloading the application and relied on established telecom infrastructure with internet access, making it the most popular messaging application.
The co-founders Deepinder Goyal and Pankaj Chaddah, focused extensively on below the line (BTL) marketing, thereby making stickers and tent cards in restaurants, strengthening their online communities, as well as building organic social media. This also resulted in their being able to scale rapidly due to their zero customer acquisition cost.
The web -and app-based platform launched for hiring home and local services, follows the principle of making a personality for itself which represents virality. By creating digital ad films which touched the popular topics of women empowerment and social awareness, they were successful in reaching a larger demographic.
Vinay Singhal, the co-founder and CEO of WittyFeed recounts one of the very first instances of growth hacking. When they were faced with the trouble of generating traffic for their website, they came up with Viral9 to manage that traffic and avoid complacency.
Full of riveting stories, Master Growth Hacking lets you learn from the pioneers of the field in India.