 Good afternoon everyone. My name is Rahul Singh. So I will just start with my introduction. So basically I am a digital marketing practitioner, a group marketer who specializes in content marketing, social media marketing and have more than 15 years of experience, have worked with various corporates primarily into the banking sector, managing their marketing domains. And last 5 years I have been running a digital agency by the name of Digital Niti, wherein we help businesses to grow their business through digital marketing. So today our talk would be how do you do growth marketing for startups? So how many of you are in the audience are running a startup? Anybody who runs a startup out here? Two people. So three, four. So for a startup the biggest challenge is having limited resource and with that limited resource how do you grow your business? I think people who have their own startup they know they have to grow their business but with a very limited resource. So how do they grow? So there is a term called growth marketing. So what is basically growth marketing? Growth marketing is intelligent data-driven marketing with the aim of acquiring more customers. So basically if you are doing growth marketing your whole idea is to acquire more customers by following a data-driven approach which is iterative in a way wherein a process which we can repeat day in and day out. So that is basically growth marketing wherein how do you acquire more customers who translate into more revenue and gives you retention and revenue. So that is what is meant by growth marketing. So what is the difference between a growth marketing and a digital marketing and how does both differ? So basically a growth marketer thinks about the entire funnel like people who are in marketing they would understand. There is a conceptual funnel wherein you acquire more customers and they in term gives you revenue and which in term gives you profit. So if somebody is doing growth marketing he has to think about the entire funnel not only about acquiring more customers but also about how do you retain customers and how do you ensure that customers become evangelists wherein they start recommending a product to different people and different customers. Whereas a traditional marketer only thinks about top of the funnel. So in traditional marketing what happens? You only think about how do you acquire more customers. But your approach is not that once you have acquired customer how does the customer gives you revenue or how does the customer becomes a loyal fan. So that is the basic difference between a growth marketer as well as the traditional marketer. So why growth marketing is very necessary? See in today's environment it has become too crowded. If you look at any businesses you will have n number of competitors in your business. So you have to do something different in which you stand out among the competitors. So in order to break the noise it has become increasingly important to have a marketing strategy which is creative, iterative and compelling. So that people start recommending your products. A strategy which not only helps you in customer acquisition but is one of the breeding ground for virality. So if you want to grow your business and if you want to stand out among the noise. So the only strategy that you can use is growth marketing which becomes iterative in process and which is creative and which helps you in virality. So in growth marketing we have something called growth hacking funnel like how do we do growth marketing. So there is a terminology which has been coined by a famous venture capitalist called David McLaren who says there is something called pirate funnel or R funnel. So what does a pirate funnel means and how does it look like? So pirate funnel starts with awareness. So if you have a product your first step would be to make people aware about your product. Your second step would be how do you ensure you acquire customer for your product or services. And your third step would be how do you activate those customers. So once you have acquired your customers whether those customers are buying from you or not. So typically if you are doing marketing your traditional marketer stops at these three funnel. Awareness, acquisition and activation. Whereas a growth marketer if you are doing growth marketing you go a step ahead and you think about how do you retain your customers. How do you generate revenue out of those customers and how do you ensure those customers which you have bought in they pass on the referrals to you. So these are the three additional steps which a growth marketers think about. So in awareness says what do you think, how many people you want to reach, how many people you have reached. In the second step how many people are visiting a website. If I am thinking from the website perspective how you have built up a website and how many people are reaching a website. And the third step would be activation. Like once a customer is on your website what is the action that you want that customer to take on a website. If you are a growth marketer you go a step ahead and you think how many people are coming back and buying up from you. From the second time, third time and n number of time. And how many people have started paying. And the last step would be how many people are referring your product and services to the different people. So if you are a growth marketer you have to look at these three funnel additionally apart from the first three. Your retention, revenue and resale. So once you have acquired your customer once you have made activation of your customers how do you ensure you retain your customer. Or you generate revenue out of your customers and how do you ensure you get referral from your customers. So I will share with you three examples of growth marketing which famous companies do to create a virility about their product. You might have heard of Dropbox. How many of you don't know about Dropbox. Who doesn't know about Dropbox. Most of the people know about Dropbox. So Dropbox is basically a cloud based solution. So when Dropbox started their marketing what did they did. They started offering free spaces to people who invited their customers. So abhi aapko nage ka common aap. I am talking about 2007-08. When Dropbox started they were saying you invite your people to sign up with your product and we will offer you additional space. Like they were giving 16 GB additional space. So without spending any money. They have an infrastructure. You place a cloud infrastructure without spending any money. They started acquiring more customers. So this is one example of growth marketing wherein you are not spending money. Whatever the sources you have you are creating a virility among your customers and people are coming and buying from you. So Dropbox is one example which I wanted to share with you. Second was AirBnb. Kim ko pata AirBnb kya hai. So most of the people know AirBnb. So when AirBnb started in San Francisco if I am not wrong. They had a big problem. Their biggest competitor was Craiglist. So Craiglist is like... In India it is just like in US there is a listing website called Craiglist. So what do people do? If they wanted to put their property on rent. So they were going and making a listing on Craiglist. So what AirBnb did. They told their customers you go and visit AirBnb in Craiglist website and see who are posting their listing. So they were approaching and saying ok we also have a similar platform. So wherein you can list your apartment or your flat for free of cost. So initially they started doing manual work. So what they did? They didn't do any promotion. They didn't do any marketing. Just they started using a common sense and some growth hacking techniques wherein They spied upon their competitors and they started approaching their competitors. So initially they were doing manually. Then they wrote codes and coding it through. Whosoever was getting listed in Craiglist was automatically getting listed on AirBnb. So initially what AirBnb did. They utilized this process to growth market them. Now the third example which I wanted to show you is of LinkedIn. So if you go to Google if you wanted to search about somebody Like if you want to search about me say Rahul Singh. You will see people generally write name of the person. So LinkedIn what they did. LinkedIn studied the phenomena of the users. How does the users search on web. So they found people when they are searching for some individual profile or writing names. So what they did in the product. They started showing the public listing of the profile. Like if you have a profile on LinkedIn you will see if somebody searches your name. So your name comes from top. So they started showing the product back and forth. So the customer base they started showing on the Google listing. So this was one strategy which LinkedIn used. Wherein they growth hacked the product. And they started creating virility about their product. So now if you are a startup. How do you ensure with limited budget. You start creating virility. You start reaching more number of people. So the number one strategy. There are many many things which you can do. So there are five things which I can suggest. One is network invitation. Like if you have seen whenever you are signing up with Facebook, Google. You get a problem wherein you are asked. Okay you also ask your people to sign up. So why this thing happens. So if you have a product which requires n number of users. So you can offer to your customers. You invite people to come on our network. So this will create more number of users for your product and customers. You just need to ensure whatever product you have. You have a sign up option wherein he or she can invite people to come and use your product and services. So network invitation is one thing which you as a startup or you as a business can use to your advantage. You don't need to spend any money. You don't need to do n number of resources. You just need to have a prompt wherein you can ask people to sign up for your product or services. Second thing if you are looking for growth marketing which you can do is social sharing. Now what do you mean by social sharing? Everybody here uses Facebook, Instagram. What do we share? We generally share those kind of things which we like. We start sharing those things. So if you have a product and services, so you have to enable your product and services in such a way that it can be shared with different people. So if you have a website, you put in widgets of say Facebook, Instagram. If somebody wants to share about a website, so it reaches to n number of people. So you have to create your product and services wherein it becomes very easy to share. So one example is social sharing. So you enable social sharing in your website so that it can reach more n number of people. The third example would be offering incentives. Like as I shared a dropbox example, you have to incentivize your people. So if you are from service-way business, it becomes very easy. Because in service-way business, your input cost is limited. So if you are a coach or if you are getting some teaching classes as my friend who was sharing the earlier slide. So if you have any class, you offer them one to one free class. So you don't need to spend more money. What you are doing? You are just providing an incentive to your customer to invite more n number of people. So that is one strategy which you can use to invite more n number of people and grow your business. Now fourth is my personal favorite organic word of mouth. So the best marketing is organic marketing or word of mouth marketing. If somebody likes your product and services, he or she will definitely recommend it to your other people. So you have to ensure your product is very simple. Whatever is your product, their messaging should be very simple. What problem they are solving? The customer's problem is solved in front of you. That's it. If you are messaging and your product or services is solving the need of the customers, your customer will start speaking good about your product. Like you watch a movie. I will give you one example. We go and watch a movie. So what we generally do? You don't get the money from the producer or the actor that the movie is good. What we generally do? We come and say no, this movie is very good. You go and watch it. So same you have to build your product or services in such a way that people start speaking about your product or services. How do you ensure? The only way you can ensure is you have to build very simple products. Easy to understand wherein people can know what problem your product or services is solving. So this is one strategy which you can do. The last strategy is building a community around your product. You are sitting in a word camp with yourself. So now what camp is what? What camp is basically a community and even driven by community. We have like-minded people shared in this room, speaking, talking, sharing about our experiences. So you as a business owner also need to build a community around your product. You don't need to sell anything. You just need to create awareness about your product. How is that product helping your customers? If you are into a service business, you have to say WordPress. This word camp is all about how WordPress is helping people. So we have different developers, we have marketing people, we have hosting companies. So all ecosystems are coming under one roof. So if you have a business, you also have to ensure that you build a community around your product. Once you build a community around your product, once people understand what is your product all about how is it helping people, they will automatically come and buy product from you. They will automatically come and buy services from you. So you should start building communities. Communities are free of cost. If you are a small-time businessman, make a whatsapp group. Whatsapp group, you start sharing some tips of the day. If you are a coach, if you have a product, you make a group and say how the product is helping people. So you might not get immediate results. You might not get people coming and buying product from you, coming and buying services from you. But what you can, what will happen? People can come to know about your product and services. So that is one thing which you can do. So these are the five ways in which without spending money. So in the opening remarks I said growth marketing or growth hack is something in which you don't need to spend too much of money. So these are the five ways, again I will share the deck. So network invitation, social sharing, incentives, organic word-of-mouth and building a community around your brand. These are the five ways which are proven, wherein you don't need to spend money. This is repetitive and this is scalable. So it doesn't require you to spend money with limited resource. You can create a brand about your product, you can reach to more number of people. So that's it. That's what a short thing about how you can grow your startup if you want to do growth marketing. Now you'll be ready to take questions or you can ask questions around by thing I'm ready to take. Yes, it's similar to affiliate marketing. So affiliate marketing is basically what, you have a services in place, you don't need to put any extra input after costing to fix that. So you start offering incentives to your customers. So that's how you can build. So why do you think people switch? If you are a startup, why do you think people switch? For the money. So as a startup, you have to show a vision of your employees. As in if you are seeing, as you rightly said, in startup you have limited resource, you cannot offer higher salary. So people keep hopping from one place to another space. So if you look at all the unicorns, jitne bhi unicorn sabhi hai, one common strategy is they have used two retained employees or ESOPs. So you have to also start sharing your vision with them. Unko yeh vision dikhana ki, deko aaj haosakta apne chote hai. We are just starting off. So five years, six years, ten years, down the line if I become big. So this is the percent of ownership which I am willing to share with you. Apun ka base chalri chota rakho. And share some ownership with them. So that unko yeh nahalage ki, chalo aaj meri ko come salary mila hai. And if I go to some other organization, they will offer me bigger salary. So you look at any unicorns. One uniform strategy which they do to retain implies is offering ESOPs. So if you offer ESOP, agar apne structure utni organization agar nahi hai, then you start incentivizing people. You have small amount of say, fixed salary agar chote organizations. Base chalri chote rakho, uska incentivize jade rakho. You do this milestone and you achieve more. So that is one thing I can recommend. Which is again a proven framework.