Building a Growth Framework Towards a $100 Million Product — Brian Balfour

• Core Value Prop. What was the core value prop of the product? How did it tie to the core problem?


• Hook. How could the core value prop be expressed in the simplest terms?


• Time To Value. How quickly could we get the target audience to experience value.


• Stickiness. How and why will customers stick around? What are the natural retention mechanisms of the

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Start with the market, then look at the product. The problem your company exists to solve lies within your market and target audience, not within your product.

“Products are built to fit with channels. Channels do not mold to products. The reason for this is that you do not define the rules of the channel. You define your product, but the channel defines the rules of the channel."

• Category. What category of products does the customer put you in?


• Who. Who is the target audience within the category? There are always multiple personas within a single category, so this breaks it down further.


• Problems. What problems does your target audience have related to the category?


• Motivations. What are the motivations behind those problems?

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“Every business lives on the ARPU ↔ CAC Spectrum. On far left you have businesses that have low ARPU and as a result have to use low CAC channels to drive customers. On the far right you have businesses that have high ARPU and as a result are able to use high CAC channels. The middle is the danger zone where your ARPU is too high and presents to mu... See more