Startups are defined by growth. Many entrepreneurs have fever dreams about creating a product that takes the world by storm—the next Google, Facebook or WhatsApp—and investors have similar visions of funding them. Behind product, growth is the single most important thing on which startups should focus. Learn more. 


A primer on paid marketing

Without runaway organic growth, How can you grow your business in a cost-effective manner? How can you acquire customers profitably? Can you scale your customer acquisition and maintain profitability?


Paid marketing: A glossary of terms

The terminology around paid marketing can be as inscrutable as any other insider jargon: LTV, CAC, payback period, conversion rates, channels, churn and the list goes on. The following is a basic glossary of the terms around paid marketing…


A primer on cohort analysis

Knowing how to profitably acquire customers is the crux of growth marketing. To do this effectively, you should break the data down by the channel through which each customer arrived at your product and analyze each channel independently. Without this, there is no way to know where you should focus your attention or deploy more resources. Aggregated growth marketing effectiveness can change due to many different factors, and this ambiguous causation makes it impossible to clearly interpret what a change in average marketing effectiveness really means for your company…


Blended marketing analysis

Knowing how to profitably acquire customers is the crux of growth marketing. To do this effectively, you should break the data down by the channel through which each customer arrived at your product and analyze each channel independently. Without this, there is no way to know where you should focus your attention or deploy more resources. Aggregated growth marketing effectiveness can change due to many different factors, and this ambiguous causation makes it impossible to clearly interpret what a change in average marketing effectiveness really means for your company…

 

 

Recommended reading 

Startup = growth

Paul Graham / September 1, 2012

The only essential thing [for a startup] is growth. Everything else we associate with startups follows from growth…. The good news is, if you get growth, everything else tends to fall into place. Which means you can use growth like a compass to make almost every decision you face.


Retention is the most important thing for growth

Alex Schultz

In this talk, Alex Schultz, vice president of growth at Facebook explains the basics of how to gain sustainable traction. Hear stories from Facebook’s early days acquiring users and learn why growth must be a priority for everyone in a startup’s leadership.


The law of shitty clickthroughs

Andrew Chen

First it works, and then it doesn’t. After months of iterating on different marketing strategies, you finally find something that works. However, the moment you start to scale it, the effectiveness of your marketing grinds to a halt. Sound familiar? Welcome to the Law of Shitty Clickthroughs…


What factors influence DAU/MAU? Nature versus nurture

Andrew Chen

Surprisingly, it can be hard to figure out if you’re at Product/Market Fit or not, and one of the big reasons is that comparable numbers are difficult or impossible to come by. You have to look at comps for products in a similar or equal product category, and sometimes they just aren’t available…