growth-engineering

# Growth Engineering ## PLG (Product-Led Growth) Implementation ### PLG Flywheel ``` User Signs Up (Free) | v Experiences Value (Aha Moment) | v Invites Team/Colleagues | v Team Adopts Product | v Usage Grows -> Hits Limits | v Converts to Paid | v Expands (More Seats/Features) | +---> Refers New Users (loop back) ``` ### PLG Architecture ```typescript interface PLGConfig { freeTier: { features: string[]; limits: Record<string, number>; // { projects: 3, members: 5, storage_gb: 1 } duration: "unlimited" | number; // gun cinsinden veya sinirsiz }; trialTier: { features: string[]; duration_days: number; requires_cc: boolean; }; paidTiers: Array<{ name: string; price_monthly: number; price_annual: number; features: string[]; limits: Record<string, number>; }>; gates: FeatureGate[]; } interface FeatureGate { feature: string; gate_type: "hard" | "soft" | "usage"; free_limit?: number; upgrade_prompt: string; cta: string; } // Feature gate middleware function checkFeatureGate(feature: string) { return async (req: Request, res: Response, next: NextFunction) => { const user = req.user; const gate = gates.find(g => g.feature === feature); if (!gate) return next(); const plan = await getUserPlan(user.id); const usage = await getFeatureUsage(user.id, feature); if (gate.gate_type === "hard" && plan.tier === "free") { return res.status(403).json({ error: "UPGRADE_REQUIRED", message: gate.upgrade_prompt, cta: gate.cta, upgrade_url: `/billing/upgrade?feature=${feature}`, }); } if (gate.gate_type === "usage" && gate.free_limit && usage >= gate.free_limit) { // Soft limit: izin ver ama uyar res.setHeader("X-Usage-Warning", gate.upgrade_prompt); await trackEvent(user.id, "feature_gate_hit", { feature, usage, limit: gate.free_limit }); } next(); }; } ``` ### Aha Moment Definition | Urun Tipi | Aha Moment Ornegi | Metrik | |-----------|-------------------|--------| | Project Management | Ilk task'i tamamlama | task_completed (first) | | Analytics | Ilk dashboard olusturma | dashboard_created (first) | | Communication | Ilk mesaj gonderme | message_sent (first) | | Development Tool | Ilk basarili build | build_succeeded (first) | | Design Tool | Ilk export/share | design_exported (first) | ```typescript interface AhaMoment { event: string; conditions: Record<string, unknown>; time_window_hours: number; // Bu sure icinde olursa "activated" activation_rate_target: number; // %40-60 hedef } const ahaMoment: AhaMoment = { event: "project_created_with_members", conditions: { member_count: { gte: 2 }, tasks_added: { gte: 3 } }, time_window_hours: 72, // Kayittan sonra 72 saat icinde activation_rate_target: 0.50, }; ``` ## Referral System Design ### Referral Architecture ```typescript interface ReferralProgram { id: string; name: string; reward_type: "two_sided" | "referrer_only" | "referee_only"; referrer_reward: Reward; referee_reward: Reward; rules: ReferralRules; } interface Reward { type: "credit" | "discount" | "free_months" | "feature_unlock" | "cash"; amount: number; currency?: string; description: string; } interface ReferralRules { max_referrals_per_user: number; // spam onleme qualification_event: string; // ne zaman odul verilir qualification_window_days: number; // sure siniri anti_fraud: AntiFraudRules; } interface AntiFraudRules { same_ip_block: boolean; email_domain_block: string[]; // disposable email engelle min_activity_threshold: number; // minimum kullanim cooldown_hours: number; // ayni kisi icin bekleme } ``` ### Referral Flow ``` Referrer Referee | | |-- Shares unique link --------> | | |-- Signs up | |-- Completes qualification | | (first purchase / activation) |<-- Notification: Reward! ------| |-- Reward credited |-- Reward credited | | v v Track: referral_completed Track: referred_user_activated ``` ### Referral Schema ```sql CREATE TABLE referrals ( id UUID PRIMARY KEY DEFAULT gen_random_uuid(), referrer_id UUID NOT NULL REFERENCES users(id), referee_id UUID REFERENCES users(id), referral_code VARCHAR(20) UNIQUE NOT NULL, referral_link TEXT NOT NULL, status VARCHAR(20) DEFAULT 'pending', -- pending, signed_up, qualified, rewarded, expired channel VARCHAR(50), -- email, social, direct_link created_at TIMESTAMPTZ DEFAULT NOW(), signed_up_at TIMESTAMPTZ, qualified_at TIMESTAMPTZ, rewarded_at TIMESTAMPTZ, referrer_reward_amount DECIMAL, referee_reward_amount DECIMAL, metadata JSONB DEFAULT '{}' ); CREATE INDEX idx_referrals_referrer ON referrals(referrer_id); CREATE INDEX idx_referrals_code ON referrals(referral_code); CREATE INDEX idx_referrals_status ON referrals(status); -- Referral metrikleri SELECT referrer_id, COUNT(*) AS total_referrals, COUNT(CASE WHEN status = 'signed_up' THEN 1 END) AS signups, COUNT(CASE WHEN status = 'qualified' THEN 1 END) AS qualified, COUNT(CASE WHEN status = 'rewarded' THEN 1 END) AS rewarded, ROUND(100.0 * COUNT(CASE WHEN status = 'qualified' THEN 1 END) / NULLIF(COUNT(CASE WHEN status = 'signed_up' THEN 1 END), 0), 1) AS conversion_rate FROM referrals GROUP BY referrer_id ORDER BY qualified DESC; ``` ## Viral Loops ### Viral Loop Types | Tip | Mekanizma | Ornek | K-Factor Hedef | |-----|-----------|-------|---------------| | Word of Mouth | Organik tavsiye | Slack, Notion | 0.3-0.5 | | Incentivized | Odul ile tavsiye | Dropbox (500MB) | 0.5-0.8 | | Embedded | Urunde gorulme | "Made with X" | 0.2-0.4 | | Collaborative | Birlikte kullanim | Google Docs invite | 0.6-1.0 | | Social Proof | Paylasim/showcase | Spotify Wrapped | 0.3-0.6 | | Content | Icerik uretimi | Canva, Figma links | 0.2-0.4 | ### K-Factor (Viral Coefficient) ```typescript interface ViralMetrics { invites_per_user: number; // ortalama gonderilen davet invite_conversion_rate: number; // davetin kabul orani cycle_time_days: number; // bir loop'un suresi } function calculateKFactor(metrics: ViralMetrics): { kFactor: number; viral: boolean; doublingTimeDays: number | null; } { // K = invites_per_user * conversion_rate const k = metrics.invites_per_user * metrics.invite_conversion_rate; return { kFactor: Math.round(k * 100) / 100, viral: k > 1, // K > 1 = organik buyume doublingTimeDays: k > 1 ? Math.round(metrics.cycle_time_days * Math.log(2) / Math.log(k)) : null, }; } // Ornek: 3 invite * %25 conversion = K=0.75 (viral degil ama katkisi var) // Ornek: 5 invite * %30 conversion = K=1.5 (viral!) ``` ### Viral Loop Implementation ```typescript // "Made with [Product]" badge (embedded viral loop) function generateShareableBadge(projectId: string, userId: string): string { const trackingUrl = `https://app.example.com/r/${encodeBase64(userId)}?ref=badge&project=${projectId}`; return ` <a href="${trackingUrl}" target="_blank" rel="noopener"> <img src="https://app.example.com/badge.svg" alt="Made with Example" width="120" height="28" /> </a> `; } // Collaborative viral loop async function inviteToProject( inviterId: string, projectId: string, emails: string[] ): Promise<InviteResult[]> { const results: InviteResult[] = []; for (const email of emails) { // Rate limit: max 10 invite per project per day const todayInvites = await getInviteCount(inviterId, projectId, "today"); if (todayInvites >= 10) { results.push({ email, status: "rate_limited" }); continue; } const invite = await createInvite({ inviterId, projectId, email }); await sendInviteEmail(email, invite); await trackEvent(inviterId, "invite_sent", { project_id: projectId, invite_id: invite.id, channel: "email", }); results.push({ email, status: "sent", invite_id: invite.id }); } return results; } ``` ## Onboarding Optimization ### Onboarding Checklist Pattern ```typescript interface OnboardingStep { id: string; title: string; description: string; action_type: "auto" | "user_action" | "integration"; completion_event: string; required: boolean; order: number; estimated_minutes: number; help_url?: string; } const onboardingSteps: OnboardingStep[] = [ { id: "profile", title: "Profilini tamamla", description: "Adini ve rol bilgini ekle", action_type: "user_action", completion_event: "profile_completed", required: true, order: 1, estimated_minutes: 1, }, { id: "first_project", title: "Ilk projeyi olustur", description: "Bir proje olusturup calismaya basla", action_type: "user_action", completion_event: "project_created", required: true, order: 2, estimated_minutes: 2, }, { id: "invite_team", title: "Takimini davet et", description: "En az 1 takim arkadasi ekle", action_type: "user_action", completion_event: "team_member_invited", required: false, order: 3, estimated_minutes: 2, }, { id: "integration", title: "Entegrasyon bagla", description: "GitHub, Slack veya Jira bagla", action_type: "integration", completion_event: "integration_connected", required: false, order: 4, estimated_minutes: 3, }, ]; // Onboarding progress tracker async function getOnboardingProgress(userId: string): Promise<{ completed: string[]; remaining: OnboardingStep[]; percentage: number; nextStep: OnboardingStep | null; }> { const completedEvents = await getUserEvents(userId, onboardingSteps.map(s => s.completion_event)); const completed = onboardingSteps .filter(s => completedEvents.includes(s.completion_event)) .map(s => s.id); const remaining = onboardingSteps.filter(s => !completed.includes(s.id)); return { completed, remaining, percentage: Math.round((completed.length / onboardingSteps.length) * 100), nextStep: remaining[0] || null, }; } ``` ### Onboarding Metrics | Metrik | Formul | Hedef | |--------|--------|-------| | Completion Rate | completed_all_steps / started_onboarding | > %60 | | Time to Complete | median(onboarding_end - signup) | < 10 dakika | | Drop-off Point | En cok terk edilen adim | Her adim > %80 | | Activation Rate | aha_moment_reached / signed_up | > %40 | | Time to Value | signup -> first_value_event | < 5 dakika | ### Progressive Onboarding ```typescript // Engagement-based onboarding (her seyi birden gosterme) interface OnboardingTrigger { feature: string; show_after: string; // event sonrasi goster delay_seconds: number; tooltip_position: "top" | "bottom" | "left" | "right"; message: string; dismiss_event: string;