Focus sur le GROWTH HACKING

Kezaco ?

wikipedia-logo_1Selon Wikipédia, le terme Growth hacking veut littéralement dire “bidouiller la croissance”.

La définition simple de ce terme serait : Ensemble de techniques de marketing permettant d’accélérer rapidement et significativement la croissance d’une start-up.

Concept importé des États-Unis, le mot apparaît en 2010, son créateur est Sean Ellis, le fondateur de https://growthhackers.com/. Le growth hacker tente d’optimiser les metrics AARRR (L’acquisition, l’activation, la retention, le referral et bien sûr le revenu) par tous les moyens, en mettant en place des expériences jusqu’à ce qu’il trouve la ou les pistes qui permettent de faire grossir sa start-up et puis les automatise/les systématise.

Le Growth Hacking est utilisé, notamment, par les entreprises de e-services suivantes Airbnb, Facebook, Dropbox, Groupon, Instagram, LinkedIn, Pinterest, Twitter, Udemy, YouTube, etc.

 

Pour aller plus loin…

Nous avons sélectionné pour vous quelques documents pour approfondir le sujet.

 

In moving from execution to optimization in your marketing journey, Anita Newton says it is time to think like a data scientist. Learn how growth hacking can turn your business into a customer acquisition machine.

 

 

Nos ressources

La bibliothèque vous propose une sélection d’ouvrages sur le sujet.

business-books-of-2015-7-day-startup-growth-hacker-marketing-by-ryan-holidayGROWTH HACKER MARKETING de Ryan Holiday disponible à la cote 4-602 HOL

Growth hackers believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions. Ryan Holiday explains the new rules and provides valuable examples and case studies for aspiring growth hackers.

 

 

galaxy

THE GROWTH HACKER’S GUIDE TO THE GALAXY: 100 PROVEN GROWTH HACKS FOR THE DIGITAL MARKETER de Mark Hayes et Jeff Goldenberg disponible à la cote 4-602 HAY

What you will learn : 1. The Most Effective Tools, Software, and Technology in the Galaxy for Digital and Startup Marketers, 2. 100 Must-Know Growth Hacks to Take your Business to the Next Level, 3. Insider Info from Leading Startups Showcasing the Best Growth Hacks Ever Conceived

 

ultimate-question-2-0THE ULTIMATE QUESTION 2.0: HOW NET PROMOTER COMPANIES THRIVE IN A CUSTOMER-DRIVEN WORLD de Fred Reichheld disponible à la cote 4-62 REI

Authors explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results. Reichheld defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success, presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers

 

 

 

 

 

 

 

 

 

 

 

 

 

Advertisements

Start-up creation: best practices

start-up

The HEC Paris Librarians have selected some valuable resources on the best practices regarding start-up creation.

                                                                                                                                                                                                       

———————————————————————————————————                                                                                      

How to build a start-up

Devenir entrepreneur du changement / Ticket for change. – MOOC HEC

Ce cours est conçu pour accompagner toutes les personnes qui veulent avoir un impact positif dans la société, mais qui ne savent pas comment agir. Quel que soit votre âge ou votre formation académique, ce cours vous aidera à trouver la voie qui vous correspond pour faire bouger les lignes ! Vous apprendrez comment passer de l’envie à l’idée, et de l’idée à l’action.

Conseils pour la création d’entreprise / Incubateur HEC.Blog

Le blog de l’incubateur HEC propose des articles sur l’entrepreneuriat, classés par grands thèmes : Conseils pour créer son entreprise, L’incubateur d’HEC, Les entrepreneurs et HEC, Sensibilisation à l’entrepreneuriat …

Comment les entrepreneurs perçoivent l’efficacité des structures d’accompagnement ?/ Arlotto Jacques, Sahut Jean-Michel, Teulon Frédéric. Gestion 2000. nov/dec2012, Vol. 29 Issue 6, p31-43. 13p. (Hec Paris authentification needed) – Article

This article examines the performance of incubators from the entrepreneurs’ perspective which have been coached by this sort of structure. The results demonstrate the social utility of incubators in France. In fact, they encourage potential entrepreneurs to both venture creation and to contribute to the success of the incubated firms. Entrepreneurs’ expectations vis-à-vis incubators are clearly targeting functional services and infrastructure. The services provided by incubators and perceived by entrepreneurs depends considerably on its director’s work quality, who also acts as a coach manager in most incubators. This may account for much difference in perceived performance between incubators. Finally, the incubators’ services could be more sophisticated and focus largely on assistance to find investors.  

Cet article s’interroge sur la performance des structures d’accompagnement du point de vue des entrepreneurs hébergés. Les résultats montrent l’utilité sociale des incubateurs en France. En effet, ils incitent à la fois les entrepreneurs potentiels à passer à l’acte de création, mais concourent également aux succès des firmes incubées. Les attentes des entrepreneurs vis-à-vis des incubateurs sont clairement ciblées au niveau des services fonctionnels et des infrastructures. La qualité des services fournis par les incubateurs et perçue par les entrepreneurs est largement dépendante de la qualité du travail de son directeur qui joue également le rôle de chargé d’affaires dans la plupart des incubateurs. Cela peut expliquer des écarts importants de performance perçue entre les incubateurs. Enfin, les services des incubateurs pourraient être plus développés et davantage axés sur l’aide à la recherche d’investisseurs. ——————————————————————————————————–

Creation and evolution of a start-up business plan

The startup revolution is about to surge again/ Butler David, Tischler Linda. Fast Company. Feb2015, Issue 192, p44-48. 3p. (Hec Paris authentification needed) – Article

The article is taken from a forthcoming book by David Butler and Linda Tischler in which the author discusses the similarity between entrepreneurs and surfers and says that entrepreneurs need to look forward to the next wave of opportunity to grow. The article discusses the dot-com boom of the late 1990s and early 2000s and its subsequent meltdown which brought startup companies into focus. According to the article, the first wave of growth was moving from dot-com companies to startups which made entrepreneurs like Mark Zuckerberg successful. The second wave was about building an ecosystem of global startups and the need for starting and scaling the business. The article also refers to the next wave which would involve building scale-ups between big companies and startups.

Why the Lean StartUp Changes Everything / Steve Blank. Harvard Business Review. May2013, Vol. 91 Issue 5. (Hec Paris authentification needed) – Article

In the past few years, a new methodology for launching companies, called “the lean start-up,” has begun to replace the old regimen. Traditionally, a venture’s founders would write a business plan, complete with a five-year forecast, use it to raise money, and then go into “stealth mode” to develop their offerings, all without getting much feedback from the people they intended to sell to. Lean start-ups, in contrast, begin by searching for a business model. They test, revise, and discard hypotheses, continually gathering customer feedback and rapidly iterating on and reengineering their products. This strategy greatly reduces the chances that start-ups will spend a lot of time and money launching products that no one actually will pay for…

La performance économique et sociale des start-ups numériques en France. Baromètre 2014 / Ernst & Young – Report

Ce 3ème baromètre annuel, réalisé en partenariat avec France Digitale analyse la performance économique et sociale des start-up numériques en France financées par le capital-risque dans le domaine du digital. Dans le cadre de ce baromètre, EY a interrogé 116 start-up sur leurs données portant sur la période 2012 – 2013. ——————————————————————————————————–

What are the mistakes to avoid?

That’s gotta hurt/Parch Lorie A. Entrepreneur. Apr2014, Vol. 42 Issue 4, p84-91. 6p. (Hec Paris authentification needed) – Article

The article offers information on how business owners can avoid the six most common spending mistakes when launching a startup. Topics include the problems caused by hiring the wrong employees, how poor pricing models impact profitability, and the importance of having the correct technology needed to run a business. The author also recommends hiring a business attorney. ——————————————————————————————————–

How start-up funding works?

Startup Funding Will Go On, Even After the Music Stops / Dan Primack. Fortune. 5/19/2014, Vol. 169 Issue 7. (Hec Paris authentification needed) – Article

The author offers opinions on venture capital and new business enterprise finance. Noting that there was a higher total of venture capital invested in new business enterprises in the first quarter of 2014 than since the collapse of the dotcom stock market bubble in 2001, the author states that although stock prices will inevitably decline, new business enterprises will still be able to obtain financing from venture capital funds.

Forum Netexplo 2015  / en vidéos – Vidéos

Netexplo est l’observatoire Mondial et Indépendant de l’Innovation Numérique. Le forum Nextexplo a pour but de récompenser les initiatives les plus prometteuses de l’année : présentation des 10 lauréats.

L’entrepreneuriat pour changer le monde/ Interview de Vincent Ricordeau sur le crowdfunding. Vidéo

Sur la plateforme Paris CCI-Paris Ile-de-France, Vincent Ricordeau, co-fondateur de Kiss Kiss Bank Bank  présente les différents modes de crowdfunding.

MoneyTree Report /PWC and the National Venture Capital Association – Website

The MoneyTree Report is the definitive source of information on emerging companies that receive financing and the venture capital firms that provide. ——————————————————————————————————–

Before building your start-up read the best books on this issue at the Library! For students and staff: Use this link to display the bibliography of the 5 recommended books to borrow or read online via the Library subscriptions.

urgent businessmodelslaudon_.inddthestartstartup