Advertisement

Software Startup Education: Gamifying Growth Hacking

  • Kai-Kristian KemellEmail author
  • Polina Feshchenko
  • Joonas Himmanen
  • Abrar Hossain
  • Furqan Jameel
  • Raffaele Luigi Puca
  • Teemu Vitikainen
  • Joni Kultanen
  • Juhani Risku
  • Johannes Impiö
  • Anssi Sorvisto
  • Pekka Abrahamsson
Chapter
  • 96 Downloads

Abstract

Marketing is a vital activity for software startups as they seek high growth. A specific type of digital marketing, growth hacking, in particular has attracted a lot of attention in software startups. Growth hacking is about utilizing low-cost marketing practices and existing platforms to rapidly increase the user count of a service. Though topics related to growth hacking such as marketing on a general level have been extensively studied in the past, growth hacking has not seen much direct interest in the academia thus far. As a result, we currently have few tools to teach growth hacking in startup education. In this chapter, we present two board games intended to serve as an introduction to growth hacking.

Keywords

Growth hacking Startup education Startup gamification Software startup 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Herttua, T., Jakob, E., Nave, S., Gupta, R., Zylka, M.P.: Growth hacking: exploring the meaning of an internet-born digital marketing buzzword. In: Zylka, M., Fuehres, H., Fronzetti Colladon, A., Gloor, P. (eds.) Designing Networks for Innovation and Improvisation, pp. 151–161. Springer, Cham (2016)CrossRefGoogle Scholar
  2. 2.
    Unterkalmsteiner, M., et al.: Software startups – a research agenda. e-Informatica. Softw. Eng. J. 10(1), 89–123 (2016)CrossRefGoogle Scholar
  3. 3.
    Geru, M., Rusu, E., Capatina, A.: Growth hacking practices in a start-up: a case study on thecon.ro. In: Proceedings of the 2014 International Conference on Risk in Contemporary Economy (2014)Google Scholar
  4. 4.
    Happy, A.: How I Create Growth Hacking Plans for Startups for $10,000: + TOP 300 Growth Hacks You Can Put into Practice Right Away. CreateSpace Independent Publishing Platform, Scotts Valley (2016)Google Scholar
  5. 5.
    Patel, S., Wormley, R.: 100 Days of Growth Book – 100 Actionable Tips to Grow Your Startup Faster. E-BookGoogle Scholar
  6. 6.
    Peters, R.: Growth Hacking Techniques, Disruptive Technology – How 40 Companies Made It BIG – Online Growth Hacker Marketing Strategy. Blep, Malden (2014)Google Scholar
  7. 7.
    Berger, J.: Contagious – Why Things Catch On. Simon & Schuster, New York (2013)Google Scholar
  8. 8.
    Berger, J.: How Ideas Spread. The Teaching Company, Chantilly (2014)Google Scholar
  9. 9.
    Berger, J.: The Hidden Forces that Shape Behavior. Simon & Schuster, New York (2016)Google Scholar
  10. 10.
    Covel, S.: Marketing Your Startup – The Inc. Guide to Getting Customers, Gaining Traction, and Growing Your Business. AMACOM, New York (2018)Google Scholar
  11. 11.
    Ellis, S., Brown, M.: Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success. Crown Business, New York (2017)Google Scholar
  12. 12.
    Eyal, N., Hoover, R.: Hooked – How to Build Habit-Forming Products. Penguin, New York (2014)Google Scholar
  13. 13.
    Fong, R., Riddersen, C.: Growth Hacking: Silicon Valley’s Best Kept Secret. Lioncrest (2017)Google Scholar
  14. 14.
    Fried, J., Heinemeier-Hansson, D.: Rework. Crown Business, New York (2010)Google Scholar
  15. 15.
    Holiday, R.: Growth Hacker Marketing – A Primer on the Future of PR, Marketing and Advertising. Portfolio, New York (2013)Google Scholar
  16. 16.
    Linkner, J.: Hacking Innovation. The New Growth Model from the Sinister World of Hackers. Fastpencil, Campbell (2017)Google Scholar
  17. 17.
    Snow, S.: Smartcuts – How Hackers, Innovators, and Icons Accelerate Success. Harper Business, New York (2014)Google Scholar
  18. 18.
    Walsh, R.: The Web Startup Success Guide. Apress, Berlin (2009)CrossRefGoogle Scholar
  19. 19.
    Weinberg, W., Mares, J.: Traction – A Startup Guide to Getting Customers. S-curves, Los Angeles (2014)Google Scholar
  20. 20.
    Wheeler, S., Yeomans, P., Wheeler, D.: The good, the bad, and the wiki: evaluating student-generated content for collaborative learning. Br. J. Educ. Technol. 39(6), 987–995 (2008)CrossRefGoogle Scholar
  21. 21.
    Kemell, K.K., Risku, J., Evensen, A., Abrahamsson, P., Dahl, A.M., Grytten, L.H., Jedryszek, A., Rostrup, P., Nguyen-Duc, A.: Gamifying the escape from the engineering method prison – an innovative board game to teach the essence theory to future project managers and software engineers. In: Proceedings of the 2018 IEEE International Conference on Engineering, Technology and Innovation (ICE/ITMC) (2018).  https://doi.org/10.1109/ICE.2018.8436340
  22. 22.
    Kemell, K.K., Wang, X., Ngueyn-Duc, A., Grendus, J., Tuunanen, T., Abrahamsson, P.: 100+ Metrics for software startups – a multi-vocal literature review. In: Proceedings of the 1st Software-intensive Business Workshop on Start-ups, Platforms and Ecosystems (SiBW 2018), Espoo, December 3rd, 2018 (2018)Google Scholar

Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.University of JyväskyläJyväskyläFinland

Personalised recommendations