Development of a Growth Hacking Model for Startups in the Construction and Real Estate Industry (PropTech Sector) in Iran

Abstract

Objective: The primary objective of this study is to develop a growth hacking model for startups operating in the PropTech sector in Iran. Methodology: This study employed a qualitative research method. Data were collected through interviews with experts in the PropTech sector in Iran. Content analysis and coding techniques were used to analyze the data. The sampling was conducted using the snowball technique, resulting in a final sample of 16 participants. Data analysis was performed using MAXQDA software. Findings: The results of the study revealed that the factors influencing growth hacking include environmental, organizational, marketing, human resources, and technological factors. Additionally, growth hacking techniques such as digital marketing, continuous and rapid improvement, and the use of smart marketing technologies were identified as key strategies for the growth of PropTech startups. This model helps businesses navigate their growth trajectory by accurately identifying influential factors and utilizing appropriate techniques. Conclusion: The proposed growth hacking model can serve as an effective tool for accelerating the growth of PropTech startups in Iran. By focusing on key factors and innovative techniques, the model assists businesses in achieving greater success in today's competitive market. It is recommended that this model be further tested in other industries and countries to enhance its generalizability.