What you get with the Growth Program

Master customer acquisition. We'll help you run experiments, get results, and optimize. Get our help along the way.

  • Your growth advisor works with you to create a custom growth strategy for your business. Your program experience is tailored to your strategy.

  • Access to a dedicated growth instructor for 6 months.

  • Get lifetime access to all course content.

  • Lifetime access to our private Slack community.

  • 6 months of growth advisor access.

  • 6 months of live workshop access.

  • Flexible payment plans.

  • 7-day refund policy. No questions asked.

Course curriculum

  • 1

    Growth Program - START HERE

  • 5

    Value Props

  • 6

    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

    • How to Identify the Right Acquisition Channel

    • Pick Your Primary Acquisition Channel

    • Project: Create Your Acquisition Strategy

    • Submit Project: Create Your Acquisition Strategy

    • Feedback: Acquisition Strategy

    • Discussion: Acquisition Strategy

  • 7

    Acquisition Strategy - Additional Resources

    • Glossary: Learn Marketing Terms

    • Bonus Project: How to Steal from Competitors

    • Template: Competitor Report

    • Example: Finished Competitor Report

    • Spreadsheet: Acquisition Channels

  • 8

    Onboarding Flow

    • Introduction: Onboarding Flow

    • High-Touch User Onboarding

    • Education, Information, & Service Business Onboarding

    • Ecommerce Onboarding

    • Project: Overhaul Your Onboarding Flow

    • Feedback: Onboarding Flow

    • Discussion: Onboarding Flow

  • 9

    Onboarding Flow - Additional Resources

    • Example: Onboarding Flows

    • Example: Completed Onboarding Deliverable

    • Template: Onboarding Deliverable

  • 10

    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

    • Discussion: Landing Pages

  • 11

    Landing Pages - Additional Resources

    • Template: Landing Page

    • Checklist: Landing Page Header

  • 12

    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

    • Discussion: Conversion Tracking

  • 13

    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

  • 14

    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)

  • 15

    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

    • Discussion: Landing Pages

  • 16

    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

    • Discussion: A/B Tests

  • 17

    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

  • 18

    Ad Copy

    • Introduction: Ad Copy

    • How to Write Compelling Ad Copy

    • Project: Social Ad Copy

    • Feedback: Ad Copy

    • Discussion: Ad Copy

  • 19

    Ad Copy – Additional Resources

    • Checklist: Ad Copy

    • Template: Ad Copy

    • Template: Ad Copy Spreadsheet

    • Template: Grouped Ad Copy

    • Example: Ad Copy

  • 20

    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

    • Discussion: Ad Creatives

  • 21

    Ad Creatives – Additional Resources

    • Template: Ad Creatives

    • Example: Animoto Script

    • Cheat Sheet: Sketch

    • Cheat Sheet: Screenflow

    • External Resources

  • 22

    Ad Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Feedback: Ad Optimization

    • Discussion: Ad Optimization

  • 23

    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

    • Discussion: Google Ads

  • 24

    Google Ads – Additional Resources

    • Search Ads URL Encoding

    • Search Ads Advanced Campaign Structure Examples

    • FAQ: Search Ads

    • Google Ads Account Access

  • 25

    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

    • Discussion: Google Ads

    • Feedback: Google Ads - Display Ads

  • 26

    Google Ads – Shopping Ads

    • Project: Google Merchant Center

    • Introduction: Shopping Ads

    • Shopping Ads Campaign Structure

    • Project: Shopping Ads

    • Feedback: Google Ads - Shopping Ads

    • Discussion: Google Ads

  • 27

    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

    • Discussion: Google Ads

  • 28

    Amazon Ads

    • Introduction: Amazon Ads

    • Amazon Quirks

    • Amazon Ads Approach

    • Project: Amazon Ads

    • Project: Manual Amazon Ad Optimization

    • Project: Winning Keywords

    • Project: Automatic Amazon Ad Optimization

    • Feedback: Amazon Ads

    • Discussion: Amazon Ads

  • 29

    Amazon Ads – Additional Resources

    • Amazon Ads Account Access

    • Template: Amazon Ad Optimization

    • How to Get Initial Amazon Reviews

  • 30

    Facebook and Instagram Ads

    • Introduction: Facebook and Instagram Ads

    • Major Variables to a Facebook Ad

    • Alternative Facebook Ad Types

    • Differences between Facebook and Instagram

    • How Facebook Identifies Who to Show your Ads to

    • FAQ: Facebook and Instagram Ads

    • Project: Generating Audiences and Ad Sets

    • Project: Set up Facebook and Instagram Ads

    • Project: Setting Up Facebook Metrics

    • Bonus Project: Animoto Ads

    • Feedback: Facebook & Instagram Ads

    • Discussion: Facebook and Instagram Ads

  • 31

    Facebook and Instagram Ads – Additional Resources

    • Example Ad Set Targeting

    • Example: Ad Log

    • Retargeting

    • Direct Audiences and Lookalikes

    • Locations, Ages, Genders, and Language Targeting

    • Calculating Total Reach when Custom Audiences are Excluded

    • Video: Facebook Ad Optimization

    • Saving Audiences

  • 32

    Quora Ads

    • Introduction: Quora Ads

    • Project: Quora Ad Copy

    • Project: Quora Ads

    • Feedback: Quora Ads

    • Discussion: Quora Ads

  • 33

    Quora Ads – Additional Resources

    • Exporting Google Ads Keywords

    • Template: UTM Tags

    • Checklist: Launch Checklist

  • 34

    Pinterest Ads

    • Introduction: Pinterest Ads

    • Pinterest Ad Creatives Best Practices

    • Project: Make Pinterest Ad Creatives

    • Project: Pinterest Ads

    • Feedback: Pinterest Ads

    • Discussion: Pinterest Ads

  • 35

    Pinterest Ads – Additional Resources

    • Template: Ad Creatives

    • Checklist: Pinterest Launch

    • Guidelines for One-Top Promoted Pins

  • 36

    Snapchat Ads

    • Introduction: Snapchat Ads

    • Project: Snapchat Ads

    • Feedback: Snapchat Ads

    • Discussion: Snapchat Ads

  • 37

    Snapchat Ads – Additional Resources

    • Checklist: Snapchat Ads Launch

    • Snapchat Creative Guidelines & Specs

  • 38

    LinkedIn Ads

    • LinkedIn Quirks

    • LinkedIn Tactics

    • Project: LinkedIn Ads

    • Feedback: LinkedIn Ads

    • Discussion: LinkedIn Ads

  • 39

    LinkedIn Ads – Additional Resources

    • Template: LinkedIn Ad Targeting

    • Example: Completed LinkedIn Targeting Template

    • Checklist: LinkedIn Launch

    • External Resources

  • 40

    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

    • Discussion: App Store Optimization

  • 41

    Bing Ads

    • Project: Bing Ads

    • Feedback: Bing Ads

    • Discussion: Bing Ads

  • 42

    Twitter Ads

    • Project: Twitter Ads

    • Do Twitter Ads Really Work?

    • Feedback: Twitter Ads

    • Discussion: Twitter Ads

  • 43

    Ad Networks

    • Picking the Right Ad Network

    • Project: Ad Networks

    • Feedback: Ad Networks

    • Discussion: Ad Networks

  • 44

    Ad Networks - Additional Resources

    • Template: Ad Network List

  • 45

    Direct Sponsorship, Conferences, and Offline Meetups

    • Introduction: Direct Sponsorship

    • Project: Direct Sponsorship

    • Feedback: Direct Sponsorship, Conferences, and Offline Meetups

    • Discussion: Direct Sponsorship

  • 46

    Direct Sponsorship, Conferences, and Offline Meetups – Additional Resources

    • Templates: Initial Email

    • Template: VA Email

    • Template: Direct Sponsorship Spreadsheet

  • 47

    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

    • Discussion: Influencer Marketing

  • 48

    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

    • Discussion: Content Marketing

  • 49

    Content Marketing (Part II)

    • Content Writing Guidelines

    • How to Convert with Content

    • Sourcing Article Ideas

    • Setting Up Your Blog

    • SEO Do’s and Dont’s

    • Project: Content

    • Project: Keyword Research

    • Project: SEOify Your Blog Posts

    • Project: Fix Up Your Existing Blog

    • Feedback: Content Marketing (Part II)

    • Discussion: Content Marketing (Part II)

  • 50

    Content Marketing – Additional Resources

    • Clearscope

    • Example: Completed Keyword Research Spreadsheet

    • Template: Keyword Research

    • Checklist: Content Distribution

    • Template: Content Promotion - Publishers

  • 51

    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

  • 52

    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

    • Discussion: Cold Outreach

  • 53

    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

  • 54

    Referrals

    • Introduction: Referrals and Virality

    • Word-of-Mouth Virality

    • Inherent Virality

    • Artificial Virality

    • The Referral → Outreach Loop

    • Project: Craft a Referral Strategy

    • Feedback: Referrals

    • Discussion: Referrals

  • 55

    Referrals - Additional Resources

    • Template: Email asking for a referral

    • Template: Referrals & Virality

    • Spreadsheet: Referral Ideas Comparison

  • 56

    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

    • Discussion: Email Marketing

  • 57

    Screen Recordings & Heatmaps

    • Project: Screen Recording

    • Introduction: Heatmap Analysis

    • Types of Heatmaps

    • Project: Heatmap Analysis

    • Feedback: Screen Recordings & Heatmaps

    • Discussion: Screen Recordings

  • 58

    Screen Recordings & Heatmaps - Additional Resources

    • Example: Completed Heatmap Analysis

  • 59

    Conversion Rate Optimization

    • Introduction: CRO

    • Conversion Fixes

    • How To Read Google Analytics

    • Project: CRO

    • Feedback: Conversion Rate Optimization

    • Discussion: Conversion Rate Optimization

  • 60

    Conversion Rate Optimization - Additional Resources

    • Template: Funnel Data

    • Template: CRO Suggestions

  • 61

    User Surveys

    • Project: User Survey

    • Feedback: User Surveys

    • Discussion: User Surveys

  • 62

    User Surveys - Additional Resources

    • Template: Survey Email Outreach

    • Survey Monkey Surveys

    • Example: Survey

    • Example: Survey Insights

  • 63

    Deals

    • Resources: Deals

  • 64

    Next Steps

    • Keep Growing With Demand Curve

    • Feedback: Post-Course