Growth & Product

Ship features that grow and retain users.

Quick Reference

Product-Led Growth (PLG) Framework

Time to Value < 15 minutes - Users should hit their "aha" moment fast.

PLG Pillars:

1. Freemium or free trial - Let them try before buying
2. Self-serve onboarding - No sales call required
3. Usage-based expansion - Pay for what you use
4. Built-in virality - Product drives acquisition

Key Metrics:

Viral Loop Mechanics

K-Factor Formula: K = i × c

• i = invitations per user
• c = conversion rate of invites
• K > 1 = exponential growth

Loop Types:

1. Incentivized Referrals

- Double-sided rewards (referrer + referee) - Reward tied to core product value - Example: "Refer a friend, both get $10"

1. Content/UGC Loops

- User creates → shares externally → new users see → sign up - Example: TikTok watermarks, Canva designs

1. Collaborative Loops

- Multi-user features require invites - Example: Figma team workspaces

App Store Optimization (ASO)

Title (most important):

• Include primary keyword
• Brand name + value prop
• iOS: 30 chars, Android: 50 chars

Keywords:

• Long-tail > broad ("meditation for anxiety" > "meditation")
• Competitor names work but risky
• Update every 4-6 weeks based on performance

Screenshots:

• First 2-3 visible without scrolling
• Show core features, not onboarding
• Include social proof (ratings, awards)

Conversion Factors:

• Apps > 4.5 stars rank better
• Review velocity matters
• Reply to reviews (improves visibility)

The 3-Second Rule (Video/TikTok)

63% of top-performing videos hook in 3 seconds.

Hook Types:

Content Repurposing Flow

Long-form (Blog/Video)
    ↓
Short-form (Tweets, Reels, TikToks)
    ↓
Quotes/Carousels (LinkedIn, Instagram)
    ↓
Newsletter
    ↓
Podcast

One piece of content → 10+ distribution points.

User Research Quick Methods

5-Second Test: Show screenshot for 5 seconds, ask:

• What does this app do?
• Who is it for?
• What would you do first?

Jobs-to-be-Done Interview:

• "Tell me about the last time you [task]"
• "What were you trying to accomplish?"
• "What did you do before finding our product?"

Fake Door Test: Add button/feature that doesn't exist yet, track clicks.

Competitive Analysis Framework

## Direct Competitors

| Feature      | Us  | Comp A | Comp B |
| ------------ | --- | ------ | ------ |
| Core feature | ✅  | ✅     | ❌     |
| Pricing      | $X  | $Y     | $Z     |
| Unique value | ... | ...    | ...    |

## Indirect Competitors

[Alternative solutions to same problem]

## Positioning Opportunity

[Gap in market we can own]

A/B Testing Rules

1. Test one thing - Don't change 5 things at once
2. Statistical significance - Use proper sample sizes
3. Run long enough - Min 1-2 weeks, full business cycles
4. Document everything - Hypothesis → result → learning

Sample Size Calculator:

• 5% baseline conversion
• 20% minimum detectable effect
• 95% confidence
• ~1,500 visitors per variant

Growth Experiments Template

## Experiment: [Name]

**Hypothesis:** If we [change], then [metric] will [improve/decrease] by [amount] because [reasoning].

**Metric:** [Primary metric to measure]
**Duration:** [X days/weeks]
**Traffic:** [% of users]

**Results:**

- Control: X%
- Variant: Y%
- Lift: Z%
- Significant: Yes/No

**Learnings:** [What we learned]
**Next Steps:** [Ship/iterate/kill]

Micro-Influencer Strategy

5 nano-influencers > 1 mid-tier influencer (same cost, 2x engagement)

UGC Collection System

1. Trigger moments - Post-purchase, achievement, milestone
2. Easy submission - One-tap sharing, pre-filled templates
3. Incentivize - Features, discounts, recognition
4. Curate & amplify - Best UGC on your channels

UGC is 9.8x more impactful than influencer content for purchases.

Agents

• growth-hacker - Viral loops, PLG, acquisition experiments
• app-store-optimizer - ASO strategy, keyword optimization
• content-strategist - Multi-platform content, SEO
• trend-researcher - Market research, opportunity identification
• product-strategist - Competitive intel, feature prioritization

Deep Dives

• [references/plg-playbook.md](references/plg-playbook.md)
• [references/viral-mechanics.md](references/viral-mechanics.md)
• [references/aso-guide.md](references/aso-guide.md)
• [references/content-strategy.md](references/content-strategy.md)

Examples

• [examples/referral-system/](examples/referral-system/)
• [examples/aso-checklist/](examples/aso-checklist/)
• [examples/ab-test-framework/](examples/ab-test-framework/)