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‘Growth Hacking’ Helps Startups Boost Their Users
Strategy Includes Data-Driven Experiments and Online Tactics
The file-sharing service Dropbox spent almost nothing on advertising, but it offered free storage space whenever its users invited their friends to join.
Airbnb, a service that lets people rent their homes to travelers, initially didn’t bother with traditional ads. Instead it tapped an existing user base on Craigslist, adding a "Post to Craigslist" feature for homeowners to automatically cross-post listings, driving traffic back to Airbnb.
Both have many millions of users today, and they are held up as examples of successful "growth hacking"–a cross between marketing and coding that’s intended to sharply increase a nascent business’s user base.
By
Sarah E. Needleman and
Khadeeja Safdar
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