Quick start guide

This is comprehensive course with a lot of content. For this packaged course, I recommend you follow a weekly cadence.

Week 1: Introduction to Growth

Learn the fundamentals of growth and learn how to incorporate growth at your company the right way. This module includes digging into attribution and event tracking, data, and analysis and includes a review of the tools you’ll need to ensure success. We’ll cover:

• Why startups fail
• How to leverage Growth Led Development
• How to apply the Step Functions of Growth to your business
• Overview and composition of Growth Teams, Key Players, and how to get Organizational buy-in
• Overview of tools and products needed to measure growth
• Overview of how companies like Uber, Upside Business Travel, AirBnB and Dropbox structure growth teams
• ...and a lot more!

Week 2: Activation & Driving Intent

The fastest growing companies actively move users through the customer journey and drive the intended actions they’d like their customers to take. In this module, we’ll cover:

• What Activation is, and how it becomes the basis for solid growth
• How to focus on the metrics that matter and have a well defined process for moving users through the customer journey
• How relentless focus on each step of the activation loop drives compounding growth
• Why focusing on user psychology to create triggers increases conversion rates
• How to put together amazing onboarding and drip campaigns, and how to drive a higher user activation rate
• Case studies and tear downs from companies like Loom, Spotify and others
• ...and a lot more!

Week 3: Building your growth framework

In this module we will build the growth framework that you’ll use to drive your growth strategy, build your growth model on top of, and use as your go-to resource for tests and reporting. We’ll cover:

• How to setup your initial growth dashboard
• The key inputs to your growth model
• A detailed approach to measuring product performance and conversion rates
• A framework for building a growth forecasting model with short, mid, and long term views
• ...and a lot more!

Week 4: Customer Acquisition Strategy

Great growth starts with understanding and owning your key acquisition channels. This module covers how to find the right channels for your company and how to get started with Customer Acquisition. We’ll cover:

• An overview of Awareness and Acquisition strategies
• How to go about Choosing Acquisition Channels, and a review of channel considerations
• When and how to leverage targeting types and audience types for a better ROI
• Finding channel fit
• How to set up your initial Customer Acquisition Cost (CAC) model
• ...and a lot more!

Week 5: Retention - the pillar of growth

Learn why retention is the single biggest driver of success no matter what type of company you are. In this module we’ll cover:

• A deep dive into retention modeling
• How to setup and measure cohorts
• When and how to approach the different stages of lapsed users
• How to battle churn
• ...and a lot more!

Week 6: Experimentation & Growth Process

In this module we’ll dig into experimentation and how to leverage hypothesis driven tests to maximize growth at each step of your customer lifecycle. We’ll cover:

• How to setup and build a proper growth experiment
• When to kill, scale, or hold steady on experiments
• When to run (and not run) A/B tests
• How to prioritize growth tests
• How amazing teams prioritize what they build
• A streamlined process for running growth at any stage of scale
• ...and a lot more!