Attaining success through growth hacking : Case: MyChat Social Chat App from MySQUAR
Le, Minh Quan; Ha, Khanh Gia (2016)
Le, Minh Quan
Ha, Khanh Gia
Lahden ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121520582
https://urn.fi/URN:NBN:fi:amk-2016121520582
Tiivistelmä
Over the past years, app industry has many times witnessed the incredible: app startups achieving unprecedented growth rate with little to no resources. The one held accountable for such success was growth hacking - a new practice that embraces both marketing and product development.
The case company, MySQUAR PTE LTD, is an international app startup dedicated for Myanmar. The company has developed and released many apps in the market, among which stands MyChat, its flagship social chat app. At the end of 2016, MYSQUAR is going to release a new version of MyChat, which is referred to as MyChat 2.0. The company therefore needs a plan that can secure the success of the launch while laying foundation for future growth.
The main objective of this thesis is to assist the case company in formulating a launch strategy for MyChat 2.0 by providing (1) insights into the theory of growth hacking, (2) examples of its practices, and (3) an implementation plan constructed based on the findings. For that, this thesis adopts a deductive research approach, employs a qualitative research method, and collects both primary and secondary data.
This thesis is divided into three main parts: theory, practice and implementation. First, the authors study theoretical basics of growth hacking as well as analysis tool. Second, the authors look into the practices that the historical cases have utilized to growth hack, and that are viable for the case company. Third, the authors analyze the app MyChat, and then incorporate earlier findings into the results to formulate an implementation plan which the company can undertake to launch MyChat 2.0.
The case company, MySQUAR PTE LTD, is an international app startup dedicated for Myanmar. The company has developed and released many apps in the market, among which stands MyChat, its flagship social chat app. At the end of 2016, MYSQUAR is going to release a new version of MyChat, which is referred to as MyChat 2.0. The company therefore needs a plan that can secure the success of the launch while laying foundation for future growth.
The main objective of this thesis is to assist the case company in formulating a launch strategy for MyChat 2.0 by providing (1) insights into the theory of growth hacking, (2) examples of its practices, and (3) an implementation plan constructed based on the findings. For that, this thesis adopts a deductive research approach, employs a qualitative research method, and collects both primary and secondary data.
This thesis is divided into three main parts: theory, practice and implementation. First, the authors study theoretical basics of growth hacking as well as analysis tool. Second, the authors look into the practices that the historical cases have utilized to growth hack, and that are viable for the case company. Third, the authors analyze the app MyChat, and then incorporate earlier findings into the results to formulate an implementation plan which the company can undertake to launch MyChat 2.0.