Demand Curve

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Growth Strategy & Onboarding

Before getting people to your site, you need to make sure your site will convert well. That's the start of creating growth.

Growth Strategy

A growth strategy is a list of steps at a high level of what you should try sequentially based on what is most likely to succeed.

With growth strategy, you systematically work day-to-day on the things that have the highest impact on your revenue. At it's core a growth strategy is a giant, prioritized to-do list.

A growth strategy lets you test methodically making sure your work is high quality so you can rule things that don't work faster and save time.

There are two parts of a growth strategy
Acquisition Channels - Spending time on positioning, the right channels
Conversion Rate Optimization - Getting people to buy

Press/Virality Marketing
Not consistent, valuable, reliable
Not scalable

Target Audiences

You need to be very specific about who you're selling to. Focus on the people most likely to buy. Not just in their attributes, but in their macro-behaviors and micro-behaviors, over time. We're going to target them in a laser-focused, relentless way.

Attribution - How someone found you

Flipping The Bayesian - If Bayesian is the process of knowing when to update your priors due to new information, flipping the bayesian means based on a desired outcome, what information do you pay attention to based on how much it leads you to your desired outcome.

Ladder of Product Awareness
They're motivated plus they believe your type of solution/product is best
They're motivated to solve the problem but aren't sure which solution is best
They're aware solutions exist but aren't sufficiently motivated to solve the problem
They're experiencing the problem but are unaware solutions exist
They're not experiencing the problem your product solves.

Focus on appealing to 1-4, don't worry about 5

Your ideal audience
Feels the problem
Would pay to solve the problem regularly
Is on the channel you've chosen to reach out to them
Is disenfranchised with a competitor 
And has a need to switch to you. Urgently

Value Props

Ad Copy and Creation

Acquisition Channels

Conversion Rate Optimization

Unstarred

Dunk (exclude from study)

Demand Curve

Review Questions

Todos

Sensemaker