Growth hacking: examining different user acquisition channels for penpal

Abstract

PenPal is a social matching platform that connects users in a more meaningful way via real postcards. In this work project, PenPals search for a valid business model is analyzed following the principles of Lean Startup, Customer Development and Growth Hacking. Identifying the importance of user acquisition for PenPal, the field research examines effective user acquisition tactics through extensive growth hacking experiments in the organic and paid marketing channel.