Build your growth engine in 6 weeks

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

  • Learn how to grow. You’ll understand exactly how your product grows, define a north star, and identify your key growth levers.

  • Nail your positioning. Conduct customer and competitor research, hone your positioning, and write value props that convert. Then write highly effective landing pages, content, and ads persuading your ideal customer to buy from you.

  • Build your growth strategy. Choose a growth channel that enables you to consistently and predictably reach and acquire your best-fit customers.

  • Build a high-converting funnel. You’ll create acquisition loops that continuously converts, activates, and monetizes new customers.

  • Launch, experiment, and optimize. Properly test your primary acquisition channel and iterate until you’re profitably acquiring customers.

Course curriculum

  • 1

    Growth Program - START HERE

    • Welcome to the course!

      FREE PREVIEW
    • How to work through the program

    • Project: Acquisition Strategy Template

  • 2

    Growth Principles

    • What Is Growth?

      FREE PREVIEW
    • Why Trust Demand Curve with Your Growth?

      FREE PREVIEW
    • Why Growth Matters

      FREE PREVIEW
    • Guiding Principles of How to Approach Growth

      FREE PREVIEW
    • Common Growth Myths and Misconceptions

      FREE PREVIEW
    • Project: Tell Us About Your Company

      FREE PREVIEW
    • Glossary: Learn Marketing Terms

      FREE PREVIEW
    • Feedback: Growth Principles

    • Discussion: Growth Principles

  • 3

    Growth Fundamentals

    • Introduction: Growth Fundamentals

      FREE PREVIEW
    • The Five Fits Framework

      FREE PREVIEW
    • Project: Define your Five Fits (Acquisition Strategy Part 1)

    • The Growth Funnel and Acquisition Loops

      FREE PREVIEW
    • Growth Process

      FREE PREVIEW
    • Feedback: Growth Fundamentals

    • Discussion: Growth Fundamentals

  • 4

    Market and Customer Research

    • Introduction

      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 2)

      FREE PREVIEW
    • Feedback: Market and Customer Research

    • Discussion: Market and Customer Research

  • 5

    Competitor Research

    • Introduction

    • Understanding Your Competitors

    • How to Identify the Right Competitors to Study

    • How to Actually Do Competitor Research

    • Cheat Sheet

  • 6

    Value Props

    • Introduction: Value Props

      FREE PREVIEW
    • Project: Value Props

      FREE PREVIEW
    • Submit Project: Value Props

    • Template: Value Props

    • Discussion: Value Props

  • 7

    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 3)

    • How to Identify the Right Acquisition Channel

    • Project: Define your Goals and Constraints (Acquisition Strategy Part 4)

    • Pick Your Primary Acquisition Channel

    • Project: Create Your Acquisition Strategy (Part 5)

    • Submit Project: Create Your Acquisition Strategy

    • Feedback: Acquisition Strategy

    • Discussion: Acquisition Strategy

  • 8

    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

  • 9

    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

  • 10

    Onboarding Flow - Additional Resources

    • Example: Onboarding Flows

    • Example: Completed Onboarding Deliverable

    • Template: Onboarding Deliverable

  • 11

    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

  • 12

    Landing Pages - Additional Resources

    • Template: Landing Page

    • Checklist: Landing Page Header

  • 13

    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

  • 14

    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

  • 15

    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)

  • 16

    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

  • 17

    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

  • 18

    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

  • 19

    Ad Copy

    • Introduction: Ad Copy

    • How to Write Compelling Ad Copy

    • Project: Social Ad Copy

    • Feedback: Ad Copy

    • Discussion: Ad Copy

  • 20

    Ad Copy – Additional Resources

    • Checklist: Ad Copy

    • Template: Ad Copy

    • Template: Ad Copy Spreadsheet

    • Template: Grouped Ad Copy

    • Example: Ad Copy

  • 21

    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

  • 22

    Ad Creatives – Additional Resources

    • Template: Ad Creatives

    • Example: Animoto Script

    • Cheat Sheet: Sketch

    • Cheat Sheet: Screenflow

    • External Resources

  • 23

    Ad Optimization

    • Project: How to Read Ad Results and Optimize Ads

    • Feedback: Ad Optimization

    • Discussion: Ad Optimization

  • 24

    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

  • 25

    Google Ads – Additional Resources

    • Search Ads URL Encoding

    • Search Ads Advanced Campaign Structure Examples

    • FAQ: Search Ads

    • Google Ads Account Access

  • 26

    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

  • 27

    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

  • 28

    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

  • 29

    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

  • 30

    Amazon Ads – Additional Resources

    • Amazon Ads Account Access

    • Template: Amazon Ad Optimization

    • How to Get Initial Amazon Reviews

  • 31

    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: Set up Facebook and Instagram Ads

    • Project: Generating Audiences and Ad Sets

    • Project: Setting Up Facebook Metrics

    • Bonus Project: Animoto Ads

    • Feedback: Facebook & Instagram Ads

    • Discussion: Facebook and Instagram Ads

  • 32

    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

  • 33

    Quora Ads

    • Introduction: Quora Ads

    • Project: Quora Ad Copy

    • Project: Quora Ads

    • Feedback: Quora Ads

    • Discussion: Quora Ads

  • 34

    Quora Ads – Additional Resources

    • Exporting Google Ads Keywords

    • Template: UTM Tags

    • Checklist: Launch Checklist

  • 35

    Pinterest Ads

    • Introduction: Pinterest Ads

    • Pinterest Ad Creatives Best Practices

    • Project: Make Pinterest Ad Creatives

    • Project: Pinterest Ads

    • Feedback: Pinterest Ads

    • Discussion: Pinterest Ads

  • 36

    Pinterest Ads – Additional Resources

    • Template: Ad Creatives

    • Checklist: Pinterest Launch

    • Guidelines for One-Top Promoted Pins

  • 37

    Snapchat Ads

    • Introduction: Snapchat Ads

    • Project: Snapchat Ads

    • Feedback: Snapchat Ads

    • Discussion: Snapchat Ads

  • 38

    Snapchat Ads – Additional Resources

    • Checklist: Snapchat Ads Launch

    • Snapchat Creative Guidelines & Specs

  • 39

    LinkedIn Ads

    • LinkedIn Quirks

    • LinkedIn Tactics

    • Project: LinkedIn Ads

    • Feedback: LinkedIn Ads

    • Discussion: LinkedIn Ads

  • 40

    LinkedIn Ads – Additional Resources

    • Template: LinkedIn Ad Targeting

    • Example: Completed LinkedIn Targeting Template

    • Checklist: LinkedIn Launch

    • External Resources

  • 41

    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

  • 42

    Bing Ads

    • Project: Bing Ads

    • Feedback: Bing Ads

    • Discussion: Bing Ads

  • 43

    Twitter Ads

    • Project: Twitter Ads

    • Do Twitter Ads Really Work?

    • Feedback: Twitter Ads

    • Discussion: Twitter Ads

  • 44

    Ad Networks

    • Picking the Right Ad Network

    • Project: Ad Networks

    • Feedback: Ad Networks

    • Discussion: Ad Networks

  • 45

    Ad Networks - Additional Resources

    • Template: Ad Network List

  • 46

    Direct Sponsorship, Conferences, and Offline Meetups

    • Introduction: Direct Sponsorship

    • Project: Direct Sponsorship

    • Feedback: Direct Sponsorship, Conferences, and Offline Meetups

    • Discussion: Direct Sponsorship

  • 47

    Direct Sponsorship, Conferences, and Offline Meetups – Additional Resources

    • Templates: Initial Email

    • Template: VA Email

    • Template: Direct Sponsorship Spreadsheet

  • 48

    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

  • 49

    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

  • 50

    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: Determine Your Content Marketing Strategy

    • Project: Keyword Research

    • Project: Editorial SEO Research

    • Project: SEOify Your Blog Posts

    • Project: Fix Up Your Existing Blog

    • Project: Content Distribution

    • Feedback: Content Marketing (Part II)

    • Discussion: Content Marketing (Part II)

  • 51

    Content Marketing – Additional Resources

    • Clearscope

    • Example: Completed Keyword Research Spreadsheet

    • Template: Keyword Research

    • Checklist: Content Distribution

    • Template: Content Promotion - Publishers

  • 52

    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

  • 53

    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

  • 54

    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

  • 55

    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

  • 56

    Referrals - Additional Resources

    • Template: Email asking for a referral

    • Template: Referrals & Virality

    • Spreadsheet: Referral Ideas Comparison

  • 57

    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

  • 58

    Screen Recordings & Heatmaps

    • Project: Screen Recording

    • Introduction: Heatmap Analysis

    • Types of Heatmaps

    • Project: Heatmap Analysis

    • Feedback: Screen Recordings & Heatmaps

    • Discussion: Screen Recordings

  • 59

    Screen Recordings & Heatmaps - Additional Resources

    • Example: Completed Heatmap Analysis

  • 60

    Conversion Rate Optimization

    • Introduction: CRO

    • Conversion Fixes

    • How To Read Google Analytics

    • Project: CRO

    • Feedback: Conversion Rate Optimization

    • Discussion: Conversion Rate Optimization

  • 61

    Conversion Rate Optimization - Additional Resources

    • Template: Funnel Data

    • Template: CRO Suggestions

  • 62

    User Surveys

    • Project: User Survey

    • Feedback: User Surveys

    • Discussion: User Surveys

  • 63

    User Surveys - Additional Resources

    • Template: Survey Email Outreach

    • Survey Monkey Surveys

    • Example: Survey

    • Example: Survey Insights

  • 64

    Deals

    • Resources: Deals

  • 65

    Next Steps

    • Keep Growing With Demand Curve

    • Feedback: Post-Course