 .       
 

 


 ,  - Airbnb          , Pinterest  -,      , LinkedIn    -    , Facebook    MySpace,  Uber      , ,        ,  - Yellow Cabs.           ?   ,    ,     ,      ,   .           .     ,          ,    ,  IBM, WalMart  Microsoft,    , ,   ,     GrowthHackers.com.         ,      ,      scrum  .     ,     ,   :   , ,   ,        .     ,         ,       ,            ,    .      , ,   ,               , ,       .





 ,  

 .       



 2017 by Sean Ellis and Philip Morgan Brown

  , 2018.


* * *




   


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    ,        ,      ,     . -,    ,     ,       ,       .      ,        ,      .     LogMeIn  Uproar,       ,   ,       Xobni;    Dropbox;    Eventbrite;    Lookout                      .        Polaris Partners     True Ventures, -,            GrowthHackers.com.

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       ,  ,  ,  .       , , ,    ,      .  ,    ,   :    ,    .    ,   ,      ,     ,         ,     . ,    ,   ,      ,   .      .  , ,  ,   .   ,              .  , mon ange.

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      GrowthHackers.com,  -     1,8    .      2010       .        Fortune 100,     New York Times, Wall Street Journal, WIRED, Fast Company, Inc.com  TechCrunch.






    ,     GrowthHackers.com.      ,   SXSW, TechWeek, HubSpot  .










  2008   ()   Dropbox  ,     ,      .        ,       ,        .       ,         ,    ,      - YCombinator      .

        Digg   젖       5000  75 000   ,   ,      [1 - Eric Ries, How Dropbox Started as a Minimum Viable Product, TechCrunch, October 19, 2011, techcrunch.com/2011/10/19/dropbox-minimal-viable-product/.].   ,      ,   ,          .   .   .  , Mozy,       ,  , Carbonite,    $48    $1,2  ,    .    ,  Microsoft  Google,      .  Dropbox         ?

  ,       ,     .           -    Xobni, ,       ,        ,    Dropbox.       ,  ,       ,   Dropbox, ,     .         - Uproar,           5,2         1999 ,        Sony, Microsoft  Yahoo   -[2 -         LogMeIn, ,   Uproar,       ,         .       ,         GoToMyPC.   ?        ,    ,      :    ,    ,  ,      ,          ,   .].       LogMeIn  ,   Uproar.        ,         GoToMyPC.   ?     ,     ,    , :      ,    ,      ,         ,   .

         ; 1994       ,           ,      ,    .      -,       Uproar,               堖    .      ,        ࠖ   ,    ,  -,   .   ,    ,      (  Saatchi  Ogilvy),      Uproar     ,       .          ,     ,          ࠖ ,   ,   ,  .           -,  Yahoo! , ,   .    , ,     ,        .   Sony, Yahoo! Microsoft   ,    ,    ,  Uproar,     ,      .  ,     .

           ,    -   Uproar    ,         ,  Uproar    ,     .    ,           ,       -    ;       .      Uproar,    $0,50    ,    .     ,      -   ,         .      Uproar,         ,          .

  ,   ,           ,     .   Uproar   ;        40 000 ,  Uproar     ,       .           ,    YouTube,    ,      ,      YouTube   ,  -   .

    Uproar        ࠖ LogMeIn.         ,                . ,       ,    ,      ,   ,   ,         젖      LogMeIn                GoToMyPC.       $10 000         .              ,     젖    ,     ,   .      -,     .

 ,     ,  ,     .        ,       젖     LogMeIn.   ,        .          :   ,    .    -           ,   .    ,         ,  ,     ,    蠖   ,  LogMeIn      .        ,        .          .       ,   ,    .     .   ,       ,   ,     .        ,    堖         ,        ,       10 000%.    ,     .

        ,  ,        ,        ,        (    ),           .   ,        ,       .

, Uproar  LogMeIn    ,   -       ,    .  , Hotmail       -蠖     ,     : P.S.     Hotmail (P.S. Get Your Free Email at Hotmail)     ,   ,     ,    [3 - Steve Jurvetson and Tim Draper, Viral Marketing: Viral Marketing Phenomenon Explained, January 1, 1997, DFJ blog, accessed September 13, 2016, dfj.com/news/article _26.shtml.].     PayPal    ,       -頖    eBay.   ,    PayPal         ,   AutoLink ,     PayPal,  ,       .            PayPal  eBay      [4 - Eric M. Jackson, The PayPal Wars: Battles with eBay, the Media, the Mafia, and the Rest of Planet Earth (WND Books: 2012), 3540.].  LinkedIn,           ,      2003 ,                   (   Outlook),     [5 - Josh Elman, 3 Growth Hacks: The Secrets to Driving Massive User Growth, filmed August 2013; posted on YouTube August 2013, youtube.com/watch?v = AaMqCWOfA1o.].              ,         .

   ,     ,      ,         ,    ,      ,       .  ,   ,        ,               ,         蠖       .                ,         (Hacking growth).

     LogMeIn         .       ,      Dropbox,         .            ,   ,      (        ).     :    ,      Dropbox?   :     ,     ,   (     )   .     (    ,   ,    ,    ,      ,         ).           ,  ,   40%  ,    ,     ,      ,      40%,       (-  ). ,   ,     :    ,   ,        .

     ,      ࠖ   .              .            . -     ,          ;        ,     젖    ,    .

        ࠖ    Dropbox.     ,          .     ,       .  ,   ,    ,      ,               .      ,      :   ,  堖   ,    .

 ,   Dropbox     ,  ,            ?         ,   ,  ,       ,  ,       PayPal.    PayPal  ,     $10       ,       (    ,    $6070), Dropbox       ,     [6 - Conversation with Elon Musk, online video clip, Khan Academy, April 17, 2013. Accessed September 13, 2016.].    :     - , - ,   ,    ?    Dropbox      S3 - Amazon,     ,         ( ).   PayPal  ,       ,    250      ,     ,    250     .    250      ࠖ   ,     .

     ,         ,     60%.  ,     ,      ;       ,          ,           ,    ,     .  ,     ,           .         , ,  ,   , ,    , ,       .         ,    2010   Dropbox     2,8   ,     100 000      4 000 000  .     14       :  ,  ,      ,                 2009 [7 - LeanStartup.co, Dropbox @ Startup Lessons Learned Conference 2010, July 2, 2014, youtube.com/watch?v = y9hg-mUx8sE.].

     ,    ,         ⠖        ,      ,  ,    ,     .        ,        .   2007   Facebook       ( ),       (    -  ), -,    .    ,   - Facebook Platform and Ads    ,            ,     .  Facebook,       70 ,    ,   ,     .            .          ,  ,       ,    ,            [8 - Douglas MacMillan, Chasing Facebooks Next Billion Users, Bloomberg.com, July 26, 2012, bloomberg.com/news/articles/2012-07-25/chasing-facebooks-next-billion-users.].

       ,                .      70  Facebook     ,    ,    頖      .          蠖  .    ,              ࠖ   .            ,    Facebook           ().    ,     ,      Facebook:     ,   20  ,   10      .    ,           .       ,     ,     [9 -     :     Facebook    500 ?. Quora, May 13, 2012; accessed September 13, 2016, quora.com/What- are- some- decisions- taken- by- the- Growth- team- at- Facebook- that- helped- Facebook- reach- 500- million- users;  , 12  2010 ,   :   Facebook   -   ? Quora website, accessed September 13, 2016, quora.com/What- was- the- process- Facebook- went- about- getting- their- website- translated- into- different languages.].

     Facebook      (     ).     Facebook,     ,   Quora, Uber, Asana  Twitter,     .             Eventbrite  Lookout,   ,  LinkedIn, Airbnb  Yelp,  ,    .

,  ,  Airbnb.       ,      ,    .        ,   - ,      2008 ,           ,      (    ,            ,     ).     ,    ,        . , ,           ,        .    ,               Airbnb      Craigslist,  ,   -       ,    Airbnb.

   ,    .   Craigslist     Airbnb ( - )    ,     Craigslist     ,          .   ,     Craigslist,        ,    ,     Craigslist    ,   .    ,    Uber,   [10 -       -  (. .). .]:   ,   .   ,     ,   ,       ,      .    :   :         蠖    .       ,        Craigslist[11 - Andrew Chen, Growth Hacker Is the New VP Marketing, @andrewchen (blog), accessed September 13, 2016, andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/.].

   ,   Airbnb    Craigslist,        Airbnb,       (       ).    ,     ,        [12 -      (),     (),     ,     (),  . . .],      ,   ,    Craigslist,    [13 - Michael Carney, Brian Chesky: I Lived on Capn McCains and Obama Os Got Airbnb Out of Debt, January 10, 2013. Pando (blog), accessed September 13, 2016, pando.com/2013/01/10/brian-chesky-i-lived-on-capn-mccains-and-obama-os-got-airbnb-out-of-debt/; Chen, Growth Hacker Is the New VP Marketing; Dave Gooden, How Airbnb Became a Billion Dollar Company, Dave Gooden (blog), June 31, 2011, accessed September 13, 2016, davegooden.com/2011/05/how-airbnb-became-a-billion-dollar-company/; Rishi Shah, Airbnb Leverages Craigslist in a Really Cool Way, GettingMoreAwesome (blog), November 24, 2010, gettingmoreawesome.com/2010/11/24/airbnb-leverages-craigslist-in-a-really-cool-way/.].    Craigslist   , Airbnb    ,        .       ,           .

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  ()      ,          ,  , .    ( ,      ),   (  ),   - Facebook 1 Hacker Way   ,        ,        (, growth hacking).

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 ,   ,       Dropbox, Uproar, LogMeIn       ,       GrowthHackers.com     Qualaroo,    ,         .       ,          ,  Facebook, Evernote, LinkedIn, Yelp, Pinterest, HubSpot, Stripe, Etsy, BitTorrent  Upworthy,      ,         ,  WalMart, IBM  Microsoft.         -    ,        ,             -.

    , ,     ,      -,     ,   .




  


   ,            ,      ,    ࠖ   ,    .   Harvard Business Review,   , ,  87% ,    ,     ,    ,       74%      ,     .  ,   ,      ,             ,     -.           -         ,        :        [14 - Matthew S. Olson, Derek van Bever, and Seth Verry, When Growth Stalls, Harvard Business Review, March 2008.].      .   ,      ,    .           .   ,      ,        .                     ,    ⠖           .

   ࠖ                 ,  ,    ,          .         ,        ,      蠖       .

  ,       ,       ,         ,       젖        .       ,          ,     .  LinkedIn,  ,     15   120     ,     :  ;      ;  ;  ;    [15 - Aatif Awan, Lessons Learned from Growing LinkedIn to 400m Members, GrowthHackers.com video of talk, February 18, 2016, https://growthhackers.com/videos/gh-conference-16-aatif-awan-head-of-growth-linkedin-lessons-learned-from-growing-linkedin-to-400m-members (https://growthhackers.com/videos/gh-conference-16-aatif-awan-head-of-growth-linkedin-lessons-learned-from-growing-linkedin-to-400m-members).].  Uber         ,   ,     [16 - Amir Efrati, The People Who Matter at Uber, The Information (blog), August 30, 2016, theinformation.com/the-people-who-matter-at-uber.].

          ࠖ      ,              .         ,         .         ,               .    ,          , ,   -,           .

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         ࠖ      .       ,     .

,      ,   IBM  WalMart,        .  -         -,          ,    .  ,    ,            ,                            .

        ,                .          ,              ,      ,   .   General Electric    ,       ,       ,  ,     [17 - General Electric 2013 Annual Report, 6.].   -       ,     PTC,    Harvard Business Review,                蠖   (  )          .  ,         ,  ,       .    ,    ࠖ   ( )  [18 - Michael Porter and James E. Heppelmann, How Smart, Connected Products Are Transforming Competition, Harvard Business Review, October 2015.].

  ,       ,        ,       ,    Tesla Motors.        ,     ,    (,    )   ,       .  ,          ,    .       ,       Facebook  Uber  ,         ࠖ    ,            [19 - Fred Lambert, Tesla Is Building a New Growth Team From Scratch Ahead of the Model 3 Launch, Hires from Facebook and Uber, Electrek (blog), May 9, 2016, electrek.co/2016/05/09/tesla-growth-team-model-3-launch-hires-facebook-uber/.].




 ,  


        ࠖ     .                -.    -,     ,      ,          ,        .         蠖 .     ,     ,       .

           .   -,       , -, ,                .      ,       . ,     ,        ,    ,     .         ,         ,       (      ),     .        ,     ,          ,      .       ,             ,   ,   ,           .

 ,  ,           -  .   ,                ,        ,         ,   ,    .       ࠖ   .   -   Facebook  ,       ,       ,            ,  .            [ ][20 - http://original.livestream.com/f8industry/video?clipId=pla_a093cf1f-2d34-4e74-8377-9e54bc65d8e9 (http://original.livestream.com/f8industry/video?clipId=pla_a093cf1f-2d34-4e74-8377-9e54bc65d8e9)].




 


,       ࠖ    ,         ,  -.       ,   ,   ,          ,      .            ⠖   ,   . -        ,             .    ,                ,    .     ,         ,        .

      ,    ,   - (,   ),  -           ,          .




  .


   .

   ,     (https://www.litres.ru/morgan-braun/vzryvnoy-rost-kak-sovremennye-bystrorastuschie-kompanii-sover/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Eric Ries, How Dropbox Started as a Minimum Viable Product, TechCrunch, October 19, 2011, techcrunch.com/2011/10/19/dropbox-minimal-viable-product/.




2


        LogMeIn, ,   Uproar,       ,         .       ,         GoToMyPC.   ?        ,    ,      :    ,    ,  ,      ,          ,   .




3


Steve Jurvetson and Tim Draper, Viral Marketing: Viral Marketing Phenomenon Explained, January 1, 1997, DFJ blog, accessed September 13, 2016, dfj.com/news/article _26.shtml.




4


Eric M. Jackson, The PayPal Wars: Battles with eBay, the Media, the Mafia, and the Rest of Planet Earth (WND Books: 2012), 3540.




5


Josh Elman, 3 Growth Hacks: The Secrets to Driving Massive User Growth, filmed August 2013; posted on YouTube August 2013, youtube.com/watch?v = AaMqCWOfA1o.




6


Conversation with Elon Musk, online video clip, Khan Academy, April 17, 2013. Accessed September 13, 2016.




7


LeanStartup.co, Dropbox @ Startup Lessons Learned Conference 2010, July 2, 2014, youtube.com/watch?v = y9hg-mUx8sE.




8


Douglas MacMillan, Chasing Facebooks Next Billion Users, Bloomberg.com, July 26, 2012, bloomberg.com/news/articles/2012-07-25/chasing-facebooks-next-billion-users.




9


    :     Facebook    500 ?. Quora, May 13, 2012; accessed September 13, 2016, quora.com/What- are- some- decisions- taken- by- the- Growth- team- at- Facebook- that- helped- Facebook- reach- 500- million- users;  , 12  2010 ,   :   Facebook   -   ? Quora website, accessed September 13, 2016, quora.com/What- was- the- process- Facebook- went- about- getting- their- website- translated- into- different languages.




10


      -  (. .). .




11


Andrew Chen, Growth Hacker Is the New VP Marketing, @andrewchen (blog), accessed September 13, 2016, andrewchen.co/how-to-be-a-growth-hacker-an-airbnbcraigslist-case-study/.




12


     (),     (),     ,     (),  . . .




13


Michael Carney, Brian Chesky: I Lived on Capn McCains and Obama Os Got Airbnb Out of Debt, January 10, 2013. Pando (blog), accessed September 13, 2016, pando.com/2013/01/10/brian-chesky-i-lived-on-capn-mccains-and-obama-os-got-airbnb-out-of-debt/; Chen, Growth Hacker Is the New VP Marketing; Dave Gooden, How Airbnb Became a Billion Dollar Company, Dave Gooden (blog), June 31, 2011, accessed September 13, 2016, davegooden.com/2011/05/how-airbnb-became-a-billion-dollar-company/; Rishi Shah, Airbnb Leverages Craigslist in a Really Cool Way, GettingMoreAwesome (blog), November 24, 2010, gettingmoreawesome.com/2010/11/24/airbnb-leverages-craigslist-in-a-really-cool-way/.




14


Matthew S. Olson, Derek van Bever, and Seth Verry, When Growth Stalls, Harvard Business Review, March 2008.




15


Aatif Awan, Lessons Learned from Growing LinkedIn to 400m Members, GrowthHackers.com video of talk, February 18, 2016, https://growthhackers.com/videos/gh-conference-16-aatif-awan-head-of-growth-linkedin-lessons-learned-from-growing-linkedin-to-400m-members (https://growthhackers.com/videos/gh-conference-16-aatif-awan-head-of-growth-linkedin-lessons-learned-from-growing-linkedin-to-400m-members).




16


Amir Efrati, The People Who Matter at Uber, The Information (blog), August 30, 2016, theinformation.com/the-people-who-matter-at-uber.




17


General Electric 2013 Annual Report, 6.




18


Michael Porter and James E. Heppelmann, How Smart, Connected Products Are Transforming Competition, Harvard Business Review, October 2015.




19


Fred Lambert, Tesla Is Building a New Growth Team From Scratch Ahead of the Model 3 Launch, Hires from Facebook and Uber, Electrek (blog), May 9, 2016, electrek.co/2016/05/09/tesla-growth-team-model-3-launch-hires-facebook-uber/.




20


http://original.livestream.com/f8industry/video?clipId=pla_a093cf1f-2d34-4e74-8377-9e54bc65d8e9 (http://original.livestream.com/f8industry/video?clipId=pla_a093cf1f-2d34-4e74-8377-9e54bc65d8e9)


