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.
The definitive version of this chapter was published as a scientific paper in: Kemell, KK., Feshchenko, P., Himmanen, J., Hossain, A., Jameel, F., Puca, R.L., Vitikainen, T., Kultanen, J., Risku, J., Impiö, J., Sorvisto, A., Abrahamsson, P.: Software startup education: gamifying growth hacking. In IWSiB 2019 Proceedings of the 2nd ACM SIGSOFT International Workshop on Software-Intensive Business: Start-ups, Platforms, and Ecosystems, pp. 25–30, Tallinn, Estonia, August 26 (2019). https://doi.org/10.1145/3340481.3342734.
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Kemell, KK. et al. (2020). Software Startup Education: Gamifying Growth Hacking. In: Nguyen-Duc, A., Münch, J., Prikladnicki, R., Wang, X., Abrahamsson, P. (eds) Fundamentals of Software Startups. Springer, Cham. https://doi.org/10.1007/978-3-030-35983-6_16
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