Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups
Dan Hockenmaierreview.firstround.com
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Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups
- The key insight here is that Paid Marketing is tricky to grow, at scale, as the primary channel. It’s highly dependent on both against external forces – competition and platform – as well as the leadership team’s psychology when things get unsustainable.
Andrew Chen • How Startups Die From Their Addiction to Paid Marketing at Andrewchen
Step 3: Find a Scalable, Cost-Effective Growth Channel
Even with the right target customers and messaging, you need a repeatable and scalable way to acquire them cost-effectively. This requires running lots of experiments across different channels to find what works. Test:
Even with the right target customers and messaging, you need a repeatable and scalable way to acquire them cost-effectively. This requires running lots of experiments across different channels to find what works. Test:
- Paid acquisition (Google Ads, Facebook, LinkedIn, TikTok, etc.)
- Organic strate
Sean Ellis • Why PMF Alone Won’t Make You a Breakout Success
The first phase of work in scaling up your acquisition of customers should be devoted to achieving two additional types of fit: language/market fit, which is how well the way you describe the benefits of your product resonates with your target audience, and channel/product fit, which describes how effective the marketing channels are that you’ve se
... See moreSean Ellis • Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success
Step 4: Optimize Your Business Model
If you’re struggling to make any channel work at scale, it could be that your pricing or trial model is holding you back. Consider experimenting with:
If you’re struggling to make any channel work at scale, it could be that your pricing or trial model is holding you back. Consider experimenting with:
- Freemium or Trials: Lowering the barrier to entry can increase conversion rates. Zoom, for example, became a breakout success by offering free 40-minute meetings.
Sean Ellis • Why PMF Alone Won’t Make You a Breakout Success
The acquisition will always be tied to growth, but the mantra of “acquire, acquire, acquire” is ill-conceived. With CLV at its center, the new mantra is “acquire, inquire, acquire.” See what I did there? Inquiring into why your customers buy, whether you are reading the story of the data, or asking them directly, will help avoid churn and burn.