Introduction to the Funnel
  • Get the most out of this course by setting a goal
  • What is the growth marketing funnel?
  • Example: Walking through Udemy's funnel
  • Exercise: Break down the funnel of your favorite company
  • Where in the funnel should I focus?
  • Using a quantitative growth model
  • Exercise: Create a goal tree for your company
  • Conclusion
  • Sources & Resources
Acquisition: Drive traffic to your product
  • Introduction
  • General acquisition principles
  • Analyzing your existing acquisition channels
  • Channel volume
  • Exercise: Identify your company’s top acquisition channels
  • Channel cost
  • Calculating CAC, LTV, and payback period
  • Exercise: Calculate your CAC, LTV, and payback period
  • Channel performance
  • Channel performance: Spreadsheet walkthrough
  • Segmentation
  • Selecting new acquisition channels
  • Exercise: Brainstorm new acquisition channels to test
  • Conclusion
  • Sources & Resources
Activation: Get users to experience your core value
  • Introduction
  • Defining activation for your business
  • Calculating your activation rate
  • Exercise: Define activation for your business and calculate your activation rate
  • Finding activation opportunities
  • Exercise: Analyze your segmented activation rates. Do you see any opportunities?
  • Improving activation
  • Exercise: Choose one qualitative research method to inform your hypotheses
  • The Funnel Optimization Cycle
  • Conclusion
  • Sources & Resources
Retention: Keep users coming back
  • Introduction
  • Defining retention for your business (and engagement)
  • Calculating retention metrics
  • Exercise: Define retention for your business and calculate your retention rate
  • Finding retention opportunities
  • Exercise: Analyze your segmented retention rates. Do you see any opportunities?
  • Improving retention
  • Conclusion
  • Sources & Resources
Revenue: Make money from your users
  • Introduction
  • Understanding your business model
  • Calculating revenue metrics
  • Exercise: Deconstruct your business model and calculate your key revenue metrics
  • Finding revenue opportunities
  • Exercise: Analyze your segmented revenue metrics
  • Increasing revenue
  • Conclusion
Referral: Amplify your growth with virality
  • Introduction
  • Components of virality
  • Calculating virality
  • Exercise: Calculate your viral coefficient
  • Crafting a killer referral program
  • Exercise: Come up with a referral program for your business
  • Conclusion
Recap & next steps
  • Course recap
  • Thank you!
  • Bonus lecture: Think outside the funnel