[Article] Why Focus Is Critical to Growing Your Startup, Until It Isn’t

"By staying focused on one thing, we were able to execute technically and operationally extremely well and grow the business both very successfully and efficiently. When we added pickup functionality four years later, it proved not to be a very valuable addition, and hurt our conversion rate on delivery. 

All markets are eventually saturated, and that means all growth will slow unless you create new products or open up new markets. 

Timing when to work on iteration and growth and when to work on innovation are very important decisions for founders, and getting it right is the key difference to maximizing value and massively under-performing" 

- Casey Winters, growth advisor at Greylock​ 

Reading time: 3 minutes

Growth Resources

[Article] How personalization drives retention and monetization for Stitch Fix​

"Stitch Fix recently filed for an IPO, built on the back of its monthly subscription e-commerce with 2.2 million “active customers” and just under $1B in annual revenue.​ 

In this 3-min read, we're taking a look at Stitch Fix from the perspective of its growth levers, including: 1. The role of data and personalization in onboarding and retention. 2. How their monetization model aligns with their core market dynamics, their product characteristics, and the channels they use to grow. 3. The user psychology behind their subscription upsells.​" 

- Susan Su, Head of Marketing at Reforge

Reading time: 3 minutes

[Article] The Complete Guide to PQLs​ - Chapter 5: Identify Your "Aha!" Moments​​​

"What is the “aha!” moment? What is the giveaway sign of a big spender? When is the *perfect* moment to send an email or tag in your sales team?​. 

1. Pull your raw product usage and graphically determine what features appear to result in a jump in spend. This isn’t science, but it’s a start. You can do this yourself quickly. 

2. Next, find correlations with quick regression analysis. This may take an hour of your time looking over several combinations of product usage data. Again, you can do this yourself without significant budget. 

3. Finally, when you’re sure you have the volume and complexity, look into building a predictive model with data scientists. This will take time to train and refine.​" 

- Jonathan Kim, Founder at Appcues 

Reading time: 13 minutes

[Article] Getting Users Psych'd—User Psychology for Better Onboarding​​​​

"A user just finished your onboarding flow, closed your app and went AWOL. 

Even though you've A/B tested the copy and design of your welcome screen, even though you've determined which 3 core features predict user engagement down the line, and even though you've iterated and tested your onboarding sequence dozens of times—your users aren't sticking around. What's going on?

You're only focusing on half the problem: eliminating friction. Dropbox Growth Engineer, Darius Contractor says the other half is inspiring your users—which is just as difficult. To help product and design teams create a more engaging and stimulating experience he came up with the psych framework." 

- Ty Magnin, Director of Marketing at Appcues​ 

Reading time: 8 minutes

Marketing Resources

[Article] The Definitive Guide To SEO In 2018​​

"This is the ultimate guide to dominating Google’s search results in 2018. And let me be clear about something: This is NOT a lame “SEO in 2018” predictions post. Instead, you’re going see tested strategies that are working right now…and will work even better in 2018. 

So if you’re looking to up your SEO game this year, you’ll love this guide. Let’s dive right in." 

- Brian Dean, Founder of SEO Training Blog​ 

Reading time: 11 minutes

[Article] How to Detect and Fight Back Against Ad Fatigue 

"Paid acquisition is one of the fastest ways to grow — but it's also one of the fastest ways to hit audience saturation because it's that much faster and easier to scale up than organic alternatives. 

The good thing about paid acquisition, however, is that you can get a good idea of where your ceiling is simply by doing “burst” tests. 

In a burst test, you increase spend in a specific audience and channel for a single (or few days) to understand how the variables in your growth strategy perform at that spend level. 

Makes sense, right? In the rest of this post, I'll go over two approaches to fighting audience saturation: the Mongol Horde vs the European Explorer​​." 

- Andrew Krebs-Smith​, Founder at Social Fulcrum​ 

Readind time: 6 minutes

[Podcast] Copy Hackers’ Joanna Wiebe on crafting copy that converts​

"As the co-founder of Copy Hackers and Airstory, she’s helped companies like Wistia, Buffer and Metalab create persuasive, believable and usable copy that converts visitors into customers. She has also (quite literally) written the book on how early-stage startups can get their messaging straight.​ 

Joanna and I sat down to talk about how she built her business from Hacker News, the biggest mistakes startups are making with their email marketing, and why you shouldn’t be afraid to rely on clichés every now and again.​" 

- Geoffrey Keating, Editor at Intercom 

Listening time: 33 minutes

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