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”

2. Content/UGC Loops

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

3. 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/viral-mechanics.md
• references/aso-guide.md
• references/content-strategy.md

Examples

• examples/referral-system/
• examples/aso-checklist/
• examples/ab-test-framework/