DEVELOPMENT OF A DANCE SCHOOL PROMOTION STRATEGY BASED ON THE JOBS-TO-BE-DONE APPROACH AND GROWTH HACKING TOOLS 

Ilyasova Svetlana Alekseevna, Student, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: setoyh@mail.ru
Ryndina Svetlana Valentinovna, Candidate of physical and mathematical sciences, associate professor, sub-department of economic cybernetics, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: svetlanar2004@yandex.ru 

330.4 

10.21685/2309-2874-2019-2-9 

Background. The relevance of the topic is due to the introduction of new approaches to the development of products and services in business practice, in particular the jobs-to-be-done approach, and new data-based digital marketing tools, which include Growth Hacking.
Materials and methods. This article discusses the jobs-to-be-done approach and the Growth Hacking tools on the example of a dance school.
Results. The hypotheses of informing, attracting, activating, retaining, income and virality are formulated to form a strategy for promoting a dance school. Their testing is carried out. Based on the data-driven approach (decision-making based on data), the functionality of Growth Hacking tools has been confirmed.
Conclusions. The widespread use of marketing methods that have already gained popularity reduces their effectiveness due to the great competition in the same channels for the consumer audience. Using the best practices of digital marketing allows fewer resources to achieve greater promotion results. 

“Jobs to be done”, Growth Hacking funnel, awareness, acquisition, activation, retention, revenue, referral, hypothesis, aha moment 

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