growth

# 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:**
| Metric | Benchmark |
|--------|-----------|
| Time to First Value | < 15 min |
| Activation Rate | > 40% |
| Day 1 Retention | > 50% |
| Week 1 Retention | > 25% |
| NPS | > 40 |

### 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:**
| Type | Example |
|------|---------|
| Question | "Want to know why your app isn't growing?" |
| Contradiction | "Everyone