Growth hacking on a budget
Wiral is the camera accessory company that uses Growth Hacking systematically to scale their company, with limited marketing resources. Co-founder Emilie Aabakken, says Growth hacking with limited resources calls for creativity and sometimes unconventional techniques. Here are some of them.
The Something Shiny-syndrome
Running around grabbing all the opportunities coming your way is great for a startup, Emilie says, but a scaleup requires a whole other bit of structure.
Her diagnose is that the world of marketing suffers from the Something Shiny-syndrome. You hear about stuff from Pokemon Go to Snapchat, and are told to implement all sorts of new and shiny things into the strategy. But - you simply cannot focus on everything at once. The key to scaling is focusing on a limited amounts marketing efforts, and sticking to them.
Deciding on which efforts to stick to
First they make a list of suggested marketing efforts that may have an impact. Then, they grade efforts on a scale from 1 to 10 based on how much impact they think it will make. Factors like what they are good at and what they can optimize play into the math. Then, they start with the number one thing, and spend most of their days doing just this.
For Wiral, the effort number one was to convert as many visitors as possible into real customers. They hypothesise of what they wanted to test, then test it, analyze it, and launch.
Emilie Aabakken
A guerilla marketer with background from extreme sports and film making. She was in charge of Wiral's Kickstarter campaign in 2017, when they pre-sold products for north of $1,000,000 in less than 4 weeks. Wiral makes camera accessories for the new generation of film makers and has sold and delivered almost 10,000 units to this day and are now a team of 10 people. Before that she spent a decade growing a non-profit organization arranging extreme sports events and festivals and has therefore learned a thing or to about growth hacking with limited resources available.
