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/