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The Growth-Hacking process

The Growth-Hacking process gives you a clear template and approach how to plan and execute the growth of your business.

Structures your growth process

Gives you clear guidance using the North Star metric and the OMTM

Provides the necessary tools to help you implement the growth-hacking process

What the download contains

  • The Growth-Hacking process
  • How to define the OMTM & North Star Metric using eCommerce examples
  • The UNITE Growth Hacking Experiment Backlog with examples (Excel template)
  • The Pirate Metrics Funnel with examples
  • The UNITE Innovation Approach | Overview, to help you understand the context in which you would growth hack
What People Are Saying

Why we use it:

Like the rest of the process we’ve outlined in the UNITE innovation framework, growth-hacking is a process of rapid experimentation across both marketing and product development to identify the most efficient ways to grow a business. The process itself is easy to follow; in addition, we offer the tools to help you implement it.


You won’t be surprised that Stage 4 involves building, measuring, and learning as well! Your MVP is set up in a simple way because it is a temporary experiment. As we move on and build a real business, we need to find ways to build your real business as effectively and efficiently as possible. The primary focus of growth-hacking is two-fold: lowering Customer Acquisition Costs (CAC) and creating long-term customer loyalty (thus increasing the long-term value of a customer—a concept known as Customer Lifetime Value, or CLV).

As you can see in the graphic, that process has several steps. The prerequisite is that you have already indeed achieved Solution/Market fit or else you wouldn’t have moved on to Stage 4. After this, you’ll want to define your market segment and then use the Pirate Funnel to identify customer acquisition and retention bottlenecks. After this, it’s on to the G.R.O.W.S process, in which you optimize towards your goal by gathering ideas, ranking them, outlining experiments, working through those experiments, and studying the results, before you start over with a new goal.

What is the goal of the model?

Efficient and effective scaling. Growth hacking is not just scaling more of the same. It is a process of optimizing your business through focused, real-world tests. Use our growth-hacking model to help guide that process.



Related tools
& models

The following tools and models support the one you are exploring. If you’re ready to go further, check them out. Download the models below and continue your journey …

Related tools & models


The following tools and models support the one you are exploring. If you’re ready to go further, check them out., download the models below and continue your journey …


Related categories

Explore the other models in the category you started with or take a look at these related categories. There is no right way to use these tools. Follow the path that works best for you and your team.

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The Origin of this Model:
» How to Create Innovation «

How to Create Innovation is a practical, comprehensive, OpenSource guide for successful corporate innovation. The UNITE initiative and movement, spearheaded by Stefan F. Dieffenbacher and Caroline Hüttinger and supported by a diverse team of industry leaders and innovation researchers, aims to spark a revolution in global innovation and transformation.


How to CREATE INNOVATION is a workbook for students, innovators, designers, and government and corporate leaders who appreciate and are curious about emerging technologies and the accelerating pace of innovation. It challenges the status quo and supports the development of the mindset, beliefs and strategies necessary for the next stage of business evolution. Leverage the UNITE innovation framework to conceptualize and build the future of your business.

Benefit from Digital
Leaderships’ experience

Digital Leadership is a strategy-execution firm built on strong and innovative values. We support our customers in strategizing, building and securing their future through the creation of fully digitally enabled, and extraordinarily successful, products and businesses. Our agile, lean, fast-track business setup, coupled with access to an extensive pool of highly specialized and trusted resources (customized for each customer’s journey), allows for ideating and building in an effective and meaningful way.

Shared goals are the cornerstone of our customer approach. To date, our team has successfully led 74 projects with numerous global players across all industry sectors, ranging from $50,000 projects to $100 million ones. But helping our customers’ build their futures is not enough. We are committed to changing the world through the sharing of powerful innovation and transformation practices. Join the UNITE movement and help us start an innovation revolution.
Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership

»We build digital winners.
It's what we are made for. Let's create winning digital businesses – together. And, at the same time, let’s create a world worth living in.«


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