This Real example of growth hacking will make you understand the growth hackers mindset
Airbnb, a start-up now valued at some $10 billion. Today we know it as a site where, as cofounder Brian Chesky put it, “you can book space anywhere. It can be anything, and it really is anything from a tent to a castle.”6 But in 2007, the business started as a way for the founders to turn the living room of their loft apartment into a little bed-and-breakfast. The founders named it Air bedandbreakfast.com and put out air mattresses on their floor and offered free homemade breakfast to guests. But the founders wanted more. Going back to the drawing board and hoping to capitalize on popular technology and design conferences, the founders repositioned the service as a networking alternative for attendees when hotels were booked up. This was clearly a better market, but the company sensed they could improve the idea further, so they pivoted slightly to target the type of traveler who didn’t want to crash on couches or in hostels but was looking to avoid hotels. This did better still. Finally, based on feedback and usage patterns, they shortened the name to Airbnb and abandoned the breakfast and networking parts of the business, redefining the service as a place for people to rent or book any kind of lodging imaginable (from rooms to apartments to trains, boats, castles, penthouses, and private islands). This was explosive—to the tune of millions of bookings a year in locations all over the world. Airbnb had a good idea in 2007, but the actual value proposition, if we’re being honest, was a little mediocre. The founders could have spent all their time and energy trying to force the “let people crash on your floor and feed them breakfast” angle and creating a small business around it. Instead, they treated their product and service as something malleable and were able to change and improve it until they found its best iteration. They went from a good but fairly impractical idea to an explosive and practical idea, and then as a result, a billion-dollar valuation. This switch was undoubtedly the best marketing decision they ever could have made.
Alaa al telawy
Co-founder @ remoters
Follow on Twitter alaa
Follow on Twitter remoters