growth

name	growth
description	Product growth and product-market fit. Use when: - Testing if you have PMF - Designing activation flows - Thinking about retention - Planning acquisition channels

Growth Principles

Product-Market Fit (PMF)

Sean Ellis Test

Ask users: "How would you feel if you could no longer use this product?"

• Very disappointed = Must-have user
• Somewhat disappointed = Nice-to-have
• Not disappointed = Not a fit

Threshold: 40%+ "Very disappointed" = Strong PMF

###快速验证

• Can move from 7% to 40% in 2 weeks
• Focus on must-have users, ignore "somewhat disappointed"

###PMF Signals

• Users spontaneously refer others
• Retention cohorts show healthy curves
• "Ah-ha" moment is clear and repeatable

Growth Funnel

Acquisition → Activation → Retention → Referral
   (Get)      (First)      (Keep)      (Spread)

1. Acquisition

• How do users discover you?
• Channels: Organic, Paid, Referral, Partnership

2. Activation

• First-time user experience
• Key: Speed to value — get them to the "ah-ha" moment fast
• Set correct expectations before they start

3. Retention

• Do users keep coming back?
• Measure: Day 1/7/30 retention cohorts

4. Referral

• Do users tell others?
• Viral coefficient > 1 = Organic growth engine

Growth Levers

Lever	Description
Onboarding	First-time experience quality
Pricing	Perceived value vs cost
Activation	Time to first value
Retention	Habit formation
Referral	Social proof loops

North Star Metric

Find the one metric that represents customer value:

• Notion: Weekly active contributors
• Facebook: Daily active users
• Slack: Messages sent

Test: "If we improve X, does the business grow?"

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Sources

• Sean Ellis (Hacking Growth)
• Brian Balfour
• Lenny's Podcast growth episodes