Growth Hacking & the AARRR Framework
The distribution was built into the product's normal use.
The business case
One Line at the Bottom of Every Email — Hotmail · United States · 1996. Hotmail launched free web-based email in 1996 with very little money for marketing. The founders, Sabeer Bhatia and Jack Smith, considered billboards and radio.
Why it matters
The distribution was built into the product's normal use. Hotmail did not run a campaign. They identified an action users already performed constantly — sending email — and attached distribution to it. This is the essential idea behind what later became called growth hacking: instead of marketing alongside the product, build the growth mechanism into the product itself. The question to ask of your own venture is simple. What do customers already do, and what could travel with it?
What you will be able to do afterwards
- The AARRR framework and what each stage measures
- How to design and run a growth experiment
- Viral loops and network effects
32 screens, audio-narrated, with a quiz at the end.