Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups
Dan Hockenmaierreview.firstround.com
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Drive Growth by Picking the Right Lane — A Customer Acquisition Playbook for Consumer Startups
Viral growth builds on the power of networks to acquire users, often free of charge. Product-Driven Viral Growth Viral growth is deeply misunderstood—you might read the phrase and think, is this the same thing that happens when a funny video “goes viral”? Or maybe it makes you think of an ad agency organizing a clever stunt to share on social media
... See moreAndrew Chen • The Cold Start Problem: How to Start and Scale Network Effects
...is what approach you use to *acquire customers at scale.*
Meaning, what's your *distribution* insight?
Not just your product insight.
Because if you build something good, often they will not simply come.
Of course, if the Law of Shitty Clickthroughs says that marketing channels decline over time, the other strategy is to embrace new marketing ideas early. Every three to five years, there seems to be a rapid explosion of new media formats and platforms to experiment with.
Andrew Chen • The Cold Start Problem: How to Start and Scale Network Effects
These Data Content Loops help the companies reach the scale where other loops like SEO, brand, and network effects can kick in. Barton’s companies then use this content to own search for their market. This gives them a durable and strong source of free user acquisition, which enables them to own demand.