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

Since this essay is targeting at startups, I’m going to mostly focus on the first few stages of the framework and the skills that it implies for your new hire. If you look at each stage, they roughly imply a different set of problems you are trying to face – first, finding product/market fit and building the initial “atomic network” — a stable set ... See more

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

There isn’t nearly enough emphasis on repeatability . As you move your way up through the different levels of product-market fit, what you’re really unlocking is repeatability — across demand generation, product development, customer satisfaction and unit economics. A startup hasn’t reached the upper levels of product-market fit until it has develo... See more

The second most consistent pattern across these companies was an inseparable alignment between the product roadmap and the growth engine. Surviving in B2C is all about finding an efficient (aka cheap) growth channel.