Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups

Invest in product, and build something customers love,  Define your ideal buyer persona,  Come up with your acquisition strategy // build your flywheel,  Determine your payment model,  Drive towards efficiency

companies grow primarily through four possible Growth Engines:

1) Performance marketing: FB, AdWords, TV, etc.2) Virality: Word-of-mouth, referrals, inviting friends, etc.3) Content: SEO, shareable videos, or newsletters, etc.4) Sales: Outbound (and inbound) salespeople

Success comes with an inevitable problem: market saturation. New products initially grow just by adding more customers—to grow a network, add more nodes. Eventually this stops working because nearly everyone in the target market has joined the network, and there are not enough potential customers left. From here, the focus has to shift from adding ... See more