Build your growth engine and scale revenue

The Growth Program gives you access to every playbook, SOP, template, and countless other resources we've used to grow some of the fastest-growing startups out there.

You'll develop a growth strategy, hone in on the 1-2 best channels for your specific company (30+ channels are covered in the program), build your funnel, and implement an experimentation engine to propel long-term growth and learnings.

See the curriculum below for everything you’ll get in the program.

  • Lifetime access to all program content: You’ll get access to over 40 playbooks, 50 step-by-step projects & SOPs, 65 templates, as well as multiple video walk-throughs. All designed to help you produce results immediately.

  • Community of thousands of founders and marketers: Learn with other top growth marketers.

  • Tailored program paths that guide you through the program based on your company stage and product type.

  • Savings on marketing tools: Need Segment, Airtable, Notion, and more? You’ll get discounts on many popular tech tools.

Course curriculum

  • 1

    Growth Program -👋 START HERE

    • Welcome to the Growth Program!

      FREE PREVIEW
    • Choose your Program Path

    • How to work through the program

    • Project: Acquisition Strategy Template

    • Glossary: Learn Marketing Terms

    • Growth Program Deals

  • 2

    Part 1:⭐️ Growth Fundamentals

    • Overview

  • 3

    Growth Principles

    • What Is Growth?

      FREE PREVIEW
    • Why Growth Matters

      FREE PREVIEW
    • Guiding Principles of How to Approach Growth

      FREE PREVIEW
    • Common Growth Myths and Misconceptions

      FREE PREVIEW
    • Glossary: Learn Marketing Terms

      FREE PREVIEW
    • Feedback: Growth Principles

  • 4

    Growth Fundamentals

    • Introduction: Growth Fundamentals

      FREE PREVIEW
    • The Five Fits Framework

      FREE PREVIEW
    • The Growth Funnel and Acquisition Loops

      FREE PREVIEW
    • Growth Process

      FREE PREVIEW
    • Feedback: Growth Fundamentals

  • 5

    Part 2:🧱 Lay Your Growth Foundation

    • Overview

  • 6

    Market and Customer Research

    • Introduction: Market and Customer Research

      FREE PREVIEW
    • Jobs-To-Be-Done (JTBD) Framework

      FREE PREVIEW
    • How to Determine Your Product's Job

      FREE PREVIEW
    • Leveraging Your Market and Customer Research

      FREE PREVIEW
    • How to Apply Customer Research to Your Marketing and Product

      FREE PREVIEW
    • Cheat Sheet

      FREE PREVIEW
    • Project: Customer Personas (Acquisition Strategy Part 1.1)

      FREE PREVIEW
    • Feedback: Market and Customer Research

  • 7

    Competitor Research

    • Introduction

    • Understanding Your Competitors

    • How to Identify the Right Competitors to Study

    • How to Actually Do Competitor Research

    • Cheat Sheet

  • 8

    Value Props & Messaging

    • Introduction: Value Props

      FREE PREVIEW
    • Project: Value Props

      FREE PREVIEW
    • Template: Value Props

    • Template: Completed Example of Value Props

  • 9

    Branding

    • Introduction

    • Why Brand Matters for Growth

    • How to Define Your Brand

    • Examples of Strong Branding

    • Project: Company Story

    • Project: Mission Statement

    • Project: Brand Voice (Acquisition Strategy Part 1.3)

    • Project: Brand Design Checklist

    • Feedback: Branding

  • 10

    Branding – Additional Resources

    • Template: Company Story

    • Template: Mission Statement

    • Template: Brand Voice Adjectives

  • 11

    Revenue and Pricing Models

    • Introduction

    • Pricing: Overview

    • Pricing: What to charge for

    • Pricing: How to charge

    • Pricing: How much to charge

    • Pricing: Bonus tactics

    • Project: Pricing market research

    • Project: Calculate your ARPU and target CAC (Acquisition Strategy Part 1.4)

    • Model-market fit

    • Model-product fit

    • Model-channel fit

    • Feedback: Revenue and Pricing Models

  • 12

    Part 3:🎯 Develop Your Acquisition Strategy

    • Overview

  • 13

    Acquisition Strategy

    • Introduction: Acquisition Strategy

    • The Two Major Customer Acquisition Models

    • Scalable vs. Unscalable Channels

    • Understanding Your Startup's Stage of Growth

    • The Major Acquisition Lanes

    • Project: Pick your Acquisition Lanes (Acquisition Strategy Part 2)

    • How to Identify the Right Acquisition Channel

    • Project: Define your Goals and Constraints (Acquisition Strategy Part 3)

    • How to Evaluate Acquisition Channels

    • Pick Your Primary Acquisition Channel

    • Project: Create Your Acquisition Strategy (Part 4)

    • Feedback: Acquisition Strategy

  • 14

    Acquisition Strategy - Additional Resources

    • Spreadsheet: Acquisition Channels

  • 15

    Part 4:🔨 Building Assets

    • Overview

  • 16

    Onboarding Flow

    • Introduction: Onboarding Flow

    • High-Touch User Onboarding

    • Education, Information, & Service Business Onboarding

    • Ecommerce Onboarding

    • Project: Overhaul Your Onboarding Flow

    • Feedback: Onboarding Flow

  • 17

    Onboarding Flow - Additional Resources

    • Example: Onboarding Flows

    • Example: Completed Onboarding Deliverable

    • Template: Onboarding Deliverable

  • 18

    Landing Pages

    • Introduction: Landing Page Copy

    • Writing the Header of Your Hero Section

    • Writing the Subheader of Your Hero Section

    • Features and Objections Sections

    • Writing the CTAs and Social Proof

    • Ecommerce Landing Pages

    • Project: Write Your Landing Page

    • Feedback: Landing Pages

  • 19

    Landing Pages - Additional Resources

    • Template: Landing Page

    • Checklist: Landing Page Header

  • 20

    Conversion Tracking

    • Introduction: Conversion Tracking

    • Conversion Tracking Tools

    • Overview of Projects

    • Project: Conversion Events

    • Project: Configure GA and Ad Channels

    • Mobile Apps

    • Project: Mobile App

    • Project: Shopify

    • Project: Delegate to engineering

    • Project: Install Hotjar

    • Project: Verify pixels

    • Bonus Project: Analytics Events

    • Feedback: Conversion Tracking

  • 21

    Conversion Tracking – Additional Resources

    • FAQ: Google Analytics 4

    • Questions to Ask When Verifying Ad Channel Setup

    • FAQ: Mobile App Tracking

    • Example: Conversion Event Mappings

    • Example: Analytics Events

    • Template: Conversion Event Mappings

    • Template: UTM Tracking

    • Template: AppsFlyer Code

    • FAQ: Conversion Tracking

    • External Resources

  • 22

    Conversion Tracking – Advanced

    • Installation – Manual, GTM, or Segment

    • Google Tag Manager (GTM)

    • Video: GTM Tracking

    • Project: GTM

    • Template: GTM Engineering Tracking Doc

    • Segment

    • Project: Segment

    • Configuring Destinations on Segment

    • Feedback: Conversion Tracking (Advanced)

  • 23

    Landing Page Design & Development

    • Introduction: Landing Page Design

    • Good Landing Page Design

    • Building Your Landing Page

    • Project: Landing Page Design

    • Video: Conversion Tracking Walkthrough

    • Feedback: Landing Page Design & Development

  • 24

    Ad Copy

    • Introduction: Ad Copy

    • How to Write Compelling Ad Copy

    • Project: Social Ad Copy

    • Feedback: Ad Copy

  • 25

    Ad Copy – Additional Resources

    • Checklist: Ad Copy

    • Template: Ad Copy

    • Template: Ad Copy Spreadsheet

    • Template: Grouped Ad Copy

    • Example: Ad Copy

  • 26

    Ad Creatives

    • Introduction: Ad Creatives

    • Complement Your Copy with the Ideal Creative

    • Ad Design Guidelines

    • Screen Recording Ads

    • Project: Make Ad Creatives

    • Bonus Project: Animoto Ads

    • Feedback: Ad Creatives

  • 27

    Ad Creatives – Additional Resources

    • Template: Ad Creatives

    • Example: Animoto Script

    • Cheat Sheet: Sketch

    • Cheat Sheet: Screenflow

    • External Resources

  • 28

    Email Marketing & Marketing Automation

    • Introduction: Email Marketing

    • Strategy and Types of Emails

    • How to Grow Your List

    • Important Metrics

    • How to Create a Good Email

    • How to Use Segmentation

    • Deliverability Best Practices

    • Automation Tools

    • Project: Email Marketing

    • Feedback: Email Marketing

  • 29

    Part 5:🚀 Launch Channels

    • Overview

  • 30

    Google Ads - Search Ads

    • Introduction: Google Ads

    • Introduction: Search Ads

    • Project: Search Ads

    • Keywords

    • Project: Keywords

    • Quality Score, Bids, and Bid Strategies

    • Search Ads Copy

    • Project: Ad Extensions

    • Project: UTM Tags

    • Project: Search Ads Copy

    • Google Ads Targeting and Structuring

    • Project: Targeting and Structuring

    • Google Ads Audiences

    • Project: Audiences

    • Project: Prepare to Optimize Google Ads

    • Project: Optimize Google Ads

    • Feedback: Google Ads

  • 31

    Google Ads – Additional Resources

    • Search Ads URL Encoding

    • Search Ads Advanced Campaign Structure Examples

    • FAQ: Search Ads

    • Google Ads Account Access

  • 32

    Google Ads – Display Ads

    • Introduction: Display Ads

    • Types of Display Ads and Targeting Options

    • How to Create Quality Display Ads

    • How to Build Your First Campaign

    • Strategies for New Campaigns

    • Project: Display Ads

    • How to Optimize an Existing Campaign

    • Feedback: Google Ads - Display Ads

  • 33

    Google Ads – Shopping Ads

    • Project: Google Merchant Center

    • Introduction: Shopping Ads

    • Shopping Ads Campaign Structure

    • Project: Shopping Ads

    • Feedback: Google Ads - Shopping Ads

  • 34

    Google Ads – YouTube Ads

    • Introduction: YouTube Ads

    • YouTube Video Ad Types

    • How to Create Great Video Ads

    • How to Build Your First Campaign

    • Strategies for New Campaigns

    • How to Scale an Established Account

    • How to Measure Your Ads’ Success

    • Project: YouTube Ads

  • 35

    Amazon Ads

    • Introduction: Amazon Ads

    • Types of Amazon Ads

    • Project: Launch Your First Amazon Ad Campaigns

    • How to Optimize and Scale

    • Moving into Brand and Display Ads

    • How to Track Ad Performance

    • Amazon SEO & Reviews

    • More Amazon Tactics & Tools

    • Feedback: Amazon Ads

  • 36

    Amazon Ads – Additional Resources

    • Template: Amazon Ad Optimization

    • How to Get Initial Amazon Reviews

  • 37

    Facebook and Instagram Ads

    • Introduction

    • Facebook and Instagram Ad Types

    • Facebook and Instagram Targeting

    • Prospecting Campaigns

    • Retargeting Campaigns

    • How to Create Quality Ads for Facebook and Instagram

    • Facebook Ads Account Setup

    • Budget Optimization

    • Project: Generate Audiences and Ad Sets

    • Project: Set up Facebook and Instagram Ads

    • How to Measure and Test Ad Performance

    • Facebook Ad Optimization

    • Feedback: Facebook and Instagram Ads

  • 38

    Facebook and Instagram Ads – Additional Resources

    • Locations, Ages, Genders, and Language Targeting

    • Example Ad Set Targeting

    • Calculating Total Reach when Custom Audiences are Excluded

    • Saving Audiences

  • 39

    Quora Ads

    • Introduction: Quora Ads

    • Project: Quora Ad Copy

    • Project: Quora Ads

    • Feedback: Quora Ads

  • 40

    Quora Ads – Additional Resources

    • Exporting Google Ads Keywords

    • Template: UTM Tags

    • Checklist: Launch Checklist

  • 41

    Pinterest Ads

    • Introduction: Pinterest Ads

    • Pinterest Ad Creatives Best Practices

    • Project: Make Pinterest Ad Creatives

    • Project: Pinterest Ads

    • Feedback: Pinterest Ads

  • 42

    Pinterest Ads – Additional Resources

    • Template: Ad Creatives

    • Checklist: Pinterest Launch

    • Guidelines for One-Top Promoted Pins

  • 43

    TikTok Ads

    • Introduction: TikTok Ads

    • What Products are TikTok Ads Best For?

    • TikTok Ad Types

    • How to Make TikTok Ads that Convert

    • How to Find Great TikTok Creators

    • Strategies for New Campaigns

    • Ad Performance and Optimization

    • How to Scale an Established Account

    • Project: Set up TikTok Ads

    • Feedback: TikTok Ads

  • 44

    Snapchat Ads

    • Introduction: Snapchat Ads

    • Snapchat Ad Types

    • How To Make Snapchat Ads That Convert

    • Strategies For New Campaigns

    • Ad Performance and Optimization

    • How to Scale an Established Account

    • Project: Snapchat Ads

    • Feedback: Snapchat Ads

  • 45

    Snapchat Ads – Additional Resources

    • Checklist: Snapchat Ads Launch

    • Snapchat Creative Guidelines & Specs

    • Template: Simplified Account Structure

  • 46

    LinkedIn Ads

    • LinkedIn Quirks

    • LinkedIn Tactics

    • Project: LinkedIn Ads

    • Feedback: LinkedIn Ads

  • 47

    LinkedIn Ads – Additional Resources

    • Template: LinkedIn Ad Targeting

    • Example: Completed LinkedIn Targeting Template

    • Checklist: LinkedIn Launch

    • External Resources

  • 48

    Apple Search Ads and App Store Optimization

    • Apple Search Ads and App Store Optimization

    • Account Structure and Optimization

    • Project: Apple Search Ads

    • Feedback: Apple Search Ads and App Store Optimization

  • 49

    Bing Ads

    • Project: Bing Ads

    • Feedback: Bing Ads

  • 50

    Twitter Ads

    • Project: Twitter Ads

    • Do Twitter Ads Really Work?

    • Feedback: Twitter Ads

  • 51

    Ad Networks

    • Picking the Right Ad Network

    • Project: Ad Networks

    • Feedback: Ad Networks

  • 52

    Ad Networks - Additional Resources

    • Template: Ad Network List

  • 53

    Influencer Marketing

    • Introduction: Influencer Marketing

    • Context on Influencer Marketing

    • Starting with Influencer Marketing

    • Influencer Marketing on YouTube and TikTok

    • Other Ways to Incentivize Influencers

    • Tracking results

    • What a Job Well Done Looks Like

    • Cheatsheet: Influencer Marketing

    • Feedback: Influencer Marketing

  • 54

    Content Marketing - Part 1

    • Introduction

    • 3 Content Marketing Strategies

    • How to Determine Which Strategy to Use

    • Editorial/SEO

    • Editorial/Virality

    • User-Generated Content

    • Content Distribution

    • Building a Content Marketing Team

    • Feedback: Content Marketing - Part 1

  • 55

    Content Marketing - Part 2

    • Content Writing Guidelines

    • How to Convert with Content

    • Sourcing Article Ideas

    • Project: Determine Your Content Marketing Strategy

    • Project: Content Distribution

    • Feedback: Content Marketing - Part 2

  • 56

    Content Marketing – Additional Resources

    • Content Marketing Scorecard

    • Template: Content Distribution Worksheet

    • Checklist: Content Distribution

    • Template: Content Promotion - Publishers

  • 57

    SEO - Part 1

    • Introduction

    • How Does Google Work?

    • How to Structure Your Website

    • On-Page SEO

    • Technical SEO

    • Off-Page SEO

    • Owned Link Building Activities

    • Acquired Link Building Activities

    • SEO Roadmap

    • Feedback: SEO - Part 1

  • 58

    SEO - Part 2

    • Project: Keyword Research

    • Project: Editorial SEO Research

    • Project: Optimize Blog Content

    • Project: Conduct a Basic SEO Audit

    • Project: Map Out Your Site Architecture

    • Project: Guest Post/HARO Pitch Tracker

    • Feedback: SEO - Part 2

  • 59

    SEO - Additional Resources

    • Clearscope

    • Example: Completed Keyword Research Spreadsheet

    • Template: Keyword Research

  • 60

    Organic Instagram

    • Introduction: Organic Instagram

    • Context on Organic Instagram

    • Getting Started with Organic Instagram

    • The Optimal Posting Strategy (Step 1 of 6)

    • The Optimal Posting Strategy (Steps 2 - 6)

    • Cheatsheet: Organic Instagram

  • 61

    Organic LinkedIn

    • Introduction to Organic LinkedIn

    • Case Study

    • Create a Steady Flow of Leads

    • Post Content That People Engage With

    • Getting Email Addresses

    • Optimizing Your Profile for Follows

  • 62

    Launching on Product Hunt

    • Introduction to Product Hunt

    • How Product Hunt Actually Works

    • How to launch on Product Hunt

  • 63

    Tapping Existing Audiences

    • Introduction

    • Project: Tapping Existing Audiences

    • Feedback: Tapping Existing Audiences

  • 64

    Tapping Existing Audiences– Additional Resources

    • Templates: Initial Email

    • Template: VA Email

    • Template: Tapping Existing Audiences Spreadsheet

  • 65

    Cold Outreach

    • Introduction: Cold Outreach

    • How to Find the Right People

    • How to Find Email Addresses

    • How to Write Emails That Convert

    • Examples of Great Cold Emails

    • Sending Cold Emails

    • Measure and Optimize Results

    • Pre-targeting

    • Project: Cold Outreach

    • Feedback: Cold Outreach

  • 66

    Cold Outreach – Additional Resources

    • Example: Outbound Strategy Document

    • Templates: Cold Email Copy

    • Checklist: Cold Email Review

    • Example: Cold Email Outreach Spreadsheet

    • List of Filler Emails

    • External Resources

  • 67

    Product Virality

    • Introduction: Referrals and Virality

    • Word-of-Mouth Virality

    • Pull Virality

    • Push Virality

    • Incentivized Virality

    • The Referral → Outreach Loop

    • Project: Craft a Referral Strategy

    • Feedback: Referrals

  • 68

    Product Virality - Additional Resources

    • Template: Email asking for a referral

    • Template: Referrals & Virality

  • 69

    Part 6:🧠 Learn & Iterate

    • Overview

  • 70

    Ad Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Feedback: Ad Optimization

  • 71

    Conversion Rate Optimization

    • Introduction: CRO

    • Conversion Fixes

    • How To Read Google Analytics

    • Project: CRO

    • Feedback: Conversion Rate Optimization

  • 72

    Conversion Rate Optimization - Additional Resources

    • Template: Funnel Data

    • Template: CRO Suggestions

  • 73

    A/B Tests

    • Introduction: A/B Tests

    • Micro vs. Macro A/B Testing

    • The Importance of Big Swings

    • Project: Gather Data for Your A/B Hypotheses

    • Project: Choose What to Test on Your Page

    • Project: Propose an A/B Test

    • Project: Set Up A/B Test

    • Feedback: A/B Tests

  • 74

    A/B Tests - Additional Resources

    • How to Find Good Designers and Developers Without Breaking the Bank

    • Sites with Free Stock Images

    • Template: A/B Proposal

    • Example: Finished A/B Proposal

    • How to Find Good Designers (More Ideas)

    • External Resources

  • 75

    Screen Recordings & Heatmaps

    • Project: Screen Recording

    • Introduction: Heatmap Analysis

    • Types of Heatmaps

    • Project: Heatmap Analysis

    • Feedback: Screen Recordings & Heatmaps

  • 76

    Screen Recordings & Heatmaps - Additional Resources

    • Example: Completed Heatmap Analysis

  • 77

    User Surveys

    • Project: User Survey

    • Feedback: User Surveys

  • 78

    User Surveys - Additional Resources

    • Template: Survey Email Outreach

    • Survey Monkey Surveys

    • Example: Survey

    • Example: Survey Insights

  • 79

    Next Steps

    • Keep Growing With Demand Curve

    • Feedback: Post-Course