Software Startup Education : Gamifying Growth Hacking
Kemell, Kai-Kristian; Feshchenko, Polina; Himmanen, Joonas; Hossain, Abrar; Jameel, Furqan; Puca, Raffaele Luigi; Vitikainen, Teemu; Kultanen, Joni; Risku, Juhani; Impiö, Johannes; Sorvisto, Anssi et al. (2020). Software Startup Education : Gamifying Growth Hacking. In Nguyen-Duc, Anh; Münch, Jürgen; Prikladnick, Rafael; Wang, Xiaofeng; Abrahamsson, Pekka (Eds.) Fundamentals of Software Startups : Essential Engineering and Business Aspects (pp. 269-277). Cham: Springer. DOI: 10.1007/978-3-030-35983-6_16
Embargoed until: 2022-03-01Request copy from author
© 2020 Springer
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.