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Tuesday, July 12, 2016

Sean Ellis on how growth hacking will outlive the hype

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Sean Ellis on how growth hacking will outlive the hype
If you haven’t been living under a rock somewhere in Silicon Valley, you’ve heard plenty of people champion the ideas of “growth” and “growth hacking”. After all, there’s no success in tech if graphs aren’t up and to the right. But we’ve reached a point where companies are so focused on that idea of “growth” that it’s lost all meaning, so we have to ask:
Is growth hacking played out?
Sean Ellis doesn’t think so. The first marketer at Dropbox and now founder and CEO of GrowthHackers.com coined the term “growth hacking” seven years ago to describe a new way to do marketing. Tired of jargon-laden marketingspeak, Sean wanted to clear the clutter and figure out a framework for growth that was both testable and scaleable.
“The definition of growth hacking was actually based more on the definition of what growth hacking is not,” says Sean.
But let’s be real here: “growth hacking”, or anything-hacking, really, sounds cheap. It is itself becoming a victim of jargon, thanks to its most enthusiastic fans. A quick glance at r/entrepreneurs, or even GrowthHackers.com, reveals countless well-meaning “quick tips” and listicles that have resulted in “growth hacking” fatigue.
Sean Ellis knows this. He’s spent the better part of a decade getting literal-minded techies to love the idea of growth, and he still believes there’s more promise in the practice. He believes growth remains as important to a company as engineering, product design, or product/market fit. But not everyone realizes that.
“You can’t get educated until you realize you’re uneducated,” Sean tells me on a sunny late afternoon in SoMa. He’s such an easygoing guy that it’s easy to forget that he’s led successful early marketing teams at LogMeIn, Eventbrite and, most notably, at Dropbox. His job today is to help tech reconsider growth hacking.  
“I think that the definition of growth hacking in people’s heads needs to change,” Sean says. “I think right now, outside of marketing and growth teams, the perception of growth is that it’s the ‘bad’ of companies. It’s the Ginsu knifecommercials; it’s the cheesy and spammy stuff that you add on top of a beautiful product.”
This is not mere rebranding for growth hacking; this is a refocusing of the relationship between product and growth, where product creates the market potential and growth fulfills that potential.
Building a culture of experimentation (and being accountable for the results of those experiments) is the most crucial element when building a company focused on growth.
Let’s look into that. Are we in a post-marketing plan world? What does it really mean to get an entire company to think like a growth hacker?
Growth marketing needs to change CTT

What people get wrong about growth hacking

“Growth hacking is about running smart experiments to drive growth within your business. Marketing is about experimentation to move growth as well,” says Sean. “The problem is that marketing is also about a lot of other things.”
Traditional marketing is focused on driving brand awareness. It uses more qualitative metrics to measure success. Growth hacking (also called “growth marketing”) differs from traditional marketing by creating a company-wide culture of experimentation to move both key qualitative and quantitative business metrics.
Despite the way growth hacking has infused into Silicon Valley culture, most engineers don’t trust marketers, and for good reason. Traditional marketers in tech tended to be unable to tie their efforts back to the bottom line, and so engineers were just supposed to trust that marketing worked. That’s antithetical to being data-driven, of course, as witnessed from the failures of the big Silicon Valley marketing spends of days past.
“Most of the things that most traditional marketers do are not really scrutinized by their impact on growth,” Sean admits.
Startups have to think about product and growth of that product all the time. “Startups basically have to identify the right customers, acquire those customers, get them using the product in the right way, and figure out how to do that a whole bunch of times,” says Sean.
Tech tends to have a “product first, marketing later (when we have to)” mindset, or at least operates with the belief that a great product is undeniable, and so marketing shouldn’t be necessary.
Growth hacking actually works to bridge that gap between marketing and product by fulfilling the promise in the marketplace that a product creates.
According to Sean, product without growth has no impact on the problem that its founders initially set out to solve. It’s not until an effective product has rapid growth that the business actually makes a dent in the problem. Simply put:
Product + growth = impact
When a company starts to think about the importance of impact, it’s a lot easier for the entire team to rally around growth. And growth accelerates when the team starts to experiment.
In order to get an entire organization to experiment and see the value in experimentation, says Sean, every employee needs to not only question the way things are done, but also prove that successful systems can only take you so far. You have to break a model in order to reach higher goals.
If you're not running experiments you're not growing CTT

From hype to experimentation

Growth starts with experimentation. Because, here’s the thing: you just don’t know how people are going to react to changes in the product, and so you must test your assumptions.
Experimentation means finding and actually measuring what your customers love,” says Sean. You can make educated guesses, but to get real growth those guesses need to be proven out on real users.
“It’s asking, how do I apply my experimentation against the best opportunities in market? The motivations that drive people to try the product and keep using the product? How would we map all of that out and where do we focus those efforts?
“The biggest difference between companies that are growing or not is the ones that are running experiments tend to be growing.”
“At the very least, we must hold ourselves accountable to the number of experiments we run each week so that we’re not in ‘paralysis by analysis.’ We must actually do the things that are going to improve the results.”
How many experiments? Just start somewhere, anywhere. It’s harder to go from no experiments to even three per week; it’s much easier to tweak bad experiments into good.
“It’s not a big leap to start doing it well,” Sean says. “You do develop muscle memory and get smarter about how to do these things over time, but ultimately you never get smart enough to know the answers in advance on experiments.”
High growth companies prioritize experimentation CTT

The biggest experiment, ever

One of the biggest experiments Sean ever ran was as the founder and CEO ofQualaroo, a customer surveying SaaS startup. He asked the board of directors to make a bet on expanding market presence by significantly improving the free version in their freemium platform.
This was a model that he’d seen work many times before; people could use their customer surveys for free if they retained the “Powered by Qualaroo” badge. In this way, every survey that popped up across the internet was an ad for the company.
“Our interpretation of the growth model was that the ‘Powered by Qualaroo’ branding was the main thing that was driving growth within the product.
“We reasoned that the more times that that was out across the web, that meant more ‘ads’ being run so, if we made the free version a lot better, that would lead to a much bigger footprint. We thought we’d reduce our overall conversion to premium, but would be on a much better, stronger growth trajectory because of increased demand for the free version. Talk about a big bet!
“It turns out that better free version didn’t significantly increase overall demand for Qualaroo.  It did however reduce the number of people that wanted to pay for the premium version (free was good enough for most of them).
“We could’ve considered that a total failure, but we went the other direction and we said, ‘What did we just learn from that failed experiment?’ We learned there’s very little price sensitivity on this product, and very little price sensitivity is a good thing! We killed the free version completely.
“We really started investing in product a lot more, kept raising the price over time, and completely re-engineered the product and made it something that validated that premium price. Pricing became our most important growth lever in that business. That was the discovery that we got off of the failed experiment.”
With more testing comes the opportunity for more discovery and more optimization, and more ways to reveal opportunities from “failures.”
“I’ve written many blog posts around the importance of freemium,” Sean explains with a chuckle. “It was awesome for Dropbox. It was awesome for LogMeIn. But I think the key to any of this is that the prevailing wisdom does not apply in any of these things. Each business is unique. That’s why you have to understand the needs of the market, how they’re going to respond to things.
“The better you understand your growth model, the easier it is
to come up with the right experiments to run to improve your key metrics.”
“Anybody who understands growth well knows that you probably should put around 50% of your product development resources into onboarding on an ongoing basis,” says Sean, fully aware how shocking 50% is to an engineer or an engineering-minded founder.
“If customers ultimately don’t have a good first experience with your product, there is no second experience.” It’s hard to argue with that, but many in an org will be skeptical. This isn’t easy because growth isn’t always the default mindset.
If you’re the first growth marketer at a company, there are ways to get buy-in and to avoid the most common growth pitfalls, without going through a trial-by-fire like Sean did. 
dots
Sean Ellis on outliving the growth hype CTT
Next week, we’ll share Part Two of our profile on Sean Ellis, focusing on how Sean sees the future of growth, why paid customer acquisition never works, and how growth marketers can get buy-in from everyone at their company. To make sure you get it first, sign up below for The Signal’s newsletter!
Photographs are courtesy of Sean Ellis, GrowthHackers.com and DTTSP/Kim Wouters
AUTHOR

Jennifer Carney

Writer of things, interviewer of literal and figurative rock stars.




Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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