Demand Curve Growth MOC
#growth #marketing #business #strategy #startups #brand #branding
# Part 1: Growth Fundamentals
- Growth Principles
- Growth Fundamentals
# Part 2: Lay Your Growth Foundation
# 1. Market and Customer Research
- Sources/Demand Curve/Introduction to Market and Customer Research
- Sources/Demand Curve/JBTD Framework
- Sources/Demand Curve/How to Determine Your Product’s Job
- Sources/Demand Curve/Leveraging Your Market and Customer Research
- Sources/Demand Curve/How to Apply Customer Research to Marketing and Product
# Cheat Sheet
# Step 1: Collect customer and market data
To find out what jobs customers are hiring your product for, use a combination of research methods:
- Interview users to get deeper insights.
- Use surveys to tap into larger audiences.
- Do field research to observe real-life behavior.
- Analyze your current customer data for trends.
- Study your competitors’ products, customers, and reviews. The most important questions your research should answer:
- What is the problem people are hiring your product for?
- How do people decide to solve their problem?
- What criteria do people use to judge different products?
# Step 2: Leverage your research
Three ways to leverage your research findings:
- Create customer personas to help visualize your audience as individuals.
- Use a customer/market profile to summarize your research in one place.
- Map out the customer journey to identify user pain points and behaviors throughout different stages of the buying process.
# Step 3: Improve your marketing and product
Apply your research to your marketing and product using the psych framework.
- Run through each stage of your customer journey map to find negative psych elements that discourage people from moving on.
- Mark where these negative elements happen in the journey.
- Then optimize your marketing and product to reduce them. Not all psych elements are within your control, but using this framework helps to identify those that are.
# 2. Competitor Research
- Sources/Demand Curve/Introduction to Competitor Research
- Sources/Demand Curve/Understanding Your Competitors
- Sources/Demand Curve/How to Identify the Right Competitors to Study
- Sources/Demand Curve/How to Actually Do Competitor Research
# Cheat Sheet
# Step 1: Identify competitors to study
- Ask leads and customers what other companies/products they’ve considered.
- Look through Crunchbase, Product Hunt, and G2.
- Break down your users’ workflow to see what products match each task’s needs.
- See what companies rank highly in Google for your target keywords.
# Step 2: Grade competitors
Judge which competitors are worth researching based on their quality, rigor, and relevance. Here’s how to judge them.
- Quality: High quality companies generally:
- Generate lots of revenue (or have raised a lot of money).
- Have teams that have evolved beyond their founders.
- Have a consistent history of growth.
- Rigor: Filter out competitors that do not meet at least two of these criteria.
- Publicly share their growth experimentation efforts.
- Hire dedicated growth marketers and data scientists.
- Use experimentation software (find this out using BuiltWith).
- Relevance: The best competitors to study, in order of relevance to your company:
- Direct competitors (same problem, customer, and solution)
- Indirect competitors with a different solution (same problem and customer)
- Indirect competitors with a different problem (same solution and customer)
- Indirect competitors with a different customer (same problem and solution)
# Step 3: Collect growth insights
Research competitors’ landing pages, ad channels, and content marketing for growth insights.
- Landing pages
- Study your competitors’ sites for their brand messaging and to see if any A/B tests are being run.
- Ad channels
- Use Ahrefs to find out their paid search keywords and ad landing pages.
- Use BuzzSumo to see which pages have the most social engagement.
- Look at competitors’ Facebook and Instagram ads using Facebook Ads Library.
- View their ads on LinkedIn.
- Content marketing
- Use Ahrefs to find out their organic keywords and the pages with the most backlinks.
- Look up competitors in Google Trends to gauge their brand awareness.
- Look through your competitors’ active social media channels and see how often users post authentic comments.
# 3. Value Props & Messaging
# 4. Branding
- Sources/Demand Curve/Introduction to Branding
- Sources/Demand Curve/Why Brand Matters for Growth
- Sources/Demand Curve/How to Define Your Brand
- Sources/Demand Curve/Examples of Strong Branding
# 5. Revenue and Pricing Models
- Sources/Demand Curve/Introduction to Revenue and Pricing Models
- Sources/Demand Curve/Pricing Overview
- Sources/Demand Curve/What to Charge For
- Sources/Demand Curve/How to Charge
- Sources/Demand Curve/How Much to Charge
- Sources/Demand Curve/Pricing Bonus Tactics
- Demand Curve - Model-market Fit
- Demand Curve - Model-product Fit
- Demand Curve - Model-channel Fit
# Part 3: Develop Your Acquisition Strategy
- “Above the fold” and “below the fold”
- Acceptable CAC (Cost of Acquiring a Customer)
- CPC (Cost Per Click)
- CRO (Conversion Rate Optimization)
- LTV (Lifetime Value)
- Prospecting Ads
- Retargeting Ads
- ARPU (Average Revenue Per User)