Growth Hackers
Sean Ellis, who coined the term growth hacking in 2010, runs growthhackers.com, which he says draws about a million visitors per quarter plus roughly 400,000 social followers. He is launching a book with Crown Business and monetizing the brand through bundled book sales, a $300 growth course, and a conference. The interview covers his past growth work at Dropbox and LogMeIn and his sale of the Kuala-related customer insights business, but it discloses no revenue figures for Growth Hackers itself.
- •Growth Hackers' reach appears to rest on a large existing audience, roughly a million people per quarter plus 400,000 social followers, which gives the brand distribution before any product sale.
- •Bundling the book with higher-priced products like the $300 course and $1,000 conference turns a low-cost asset into a conversion lever across the business.
- •Sean's credibility as the originator of the term growth hacking gives the brand a founder-led authority that is hard for competitors to copy.
- •Pairing the book launch with community and event channels lets one piece of content feed several revenue streams at once.
- 1.Build a steady, free content and community audience first, then measure its size as the base for every paid product.
- 2.Bundle a low-cost book or guide with higher-priced courses or tickets so buyers receive both for one price.
- 3.Use bulk sales to companies and podcast appearances to concentrate early book sales in the launch week.
- 4.Test paid bundled ads against the course funnel and track the cost per sale of each bundle.
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