Channels Of Growth A Growth Marketing Framework For Dominating Channel N Building Better Products – Koby Conrad

Their referral system helped build on this virality. You didn’t just get $5 for referring a friend; you got a free stock, and that free stock had a chance of being worth hundreds of dollars. A form of gambling and wild returns that would make you tell all of your friends about this crazy thing that happened on Robinhood was intentionally built into the product. And it was all built around their core channel of virality, specifically on social media. They weren’t figuring out how to get financial advisors to start recommending their product; they weren’t trying to partner with banks to give out Robinhood to their members, and they weren’t running tons of ads or trying to rank organically on Google for “best financial app.”

Doubling down on their core channel of virality took them to tens of millions of users and a multi-billion dollar IPO. Their own virality is also what causes their most major problems. Products built on top of virality have a tendency to have real problems at scale. What was once shocking & engaging eventually becomes boring.

You can only hear so many stories about someone losing their life savings or becoming an options millionaire before you start to tune out and realize that for the average person, a boring Vanguard with 13% returns might be your best bet. Because they are such a viral product, every time they make a mistake, the effects of it are exponentially large. If Wells Fargo has a data leak, there’s going to be some news articles about it, but ultimately they are going to be just fine.

If Robinhood doesn’t let you sell your GameStop shares fast enough, it causes major user backlash and for them to lose billions in valuation. Even my mom, who has never used Robinhood in her life, started begging me to uninstall the app because she didn’t trust it after the GameStop issues. Hopefully, nobody will tell her about the amount of money I’m putting into seed stage startups right now. So much of Robinhood’s success and failure depends on their virality.

What happens if Reddit decides to ban r/wallstreetbets? What if there become gambling laws around variable referral programs? What if users simply become bored after five years of hearing the same stories around Robinhood and decide to move on to more stable forms of investing? Owning and succeeding within their core channel is live or die, and so it is with almost all companies and products. There’s almost always just a couple of major ways for a product to grow, especially to billion-dollar scale.

Learning to maximize and own those core channels is one of the most fundamental tasks a company needs to accomplish in order to dominate its industry. 1 1kitap1.1 com/en 1.com/en p1.com/en 1kitap1.com/en Chapter 6 – Discovering your channels Product Market Fit whispers, “build it and they will come.”

Chapter 1 – All users come from channels Chapter 2 – There are a fixed number of channels that exist Chapter 3 – Channels are rigid, you must build product to fit channel Chapter 4 – Channels change over time Chapter 5 – The power law of channel distribution Chapter 6 – Discovering your channels Chapter 7 – How to scale channels Chapter 8 – Building for Product Channel Fit Chapter 9 – Creating defensibility within channels Chapter 10 – Hiring humans around your channel, product, and users Chapter 11 – This book, as a case study 1 1kitap1.1 com/en 1 1.com/en p1.com/en 1kitap1.com/en Introduction – Channels After four long years, a stereotypical unicorn founder emerges from a cave in New Zealand.

After quitting their high-paying corporate job, joining a prestigious startup accelerator, and then spending almost half a decade wandering in the dark… They have finally found it, the elusive Product Market Fit. Their magical product has literally 0% churn, the Superhuman PMF survey says 90% of users would be VERY disappointed if they could no longer use it; there’s even positive revenue cohorts that would make Shopify blush. So the startup founder thinks to him/her/themselves…

Why aren’t we growing faster? The market is HUGE! Users love my product! So why is it going to take 10+ years to hit $100M of revenue at this current rate of growth? Why are competitors entering the market so quickly? Why is Amazon looking at me like a piece of meat? The High Growth Handbook written by Elad Gil teaches us that to obtain true scale, there are three problems we must solve in a specific order. 1. We must build a product with product market fit.

2. We must solve for distribution. 3. We must build “everything else.” This book (and my entire obsessive career) is dedicated to problem #2, solving for distribution. It’s dedicated to discovering your channels of growth, to optimizing & maximizing them as quickly as possible. It’s dedicated to moving faster, to obtaining dominant market share not within a tiny niche but within a HUGE market.

This is a short excerpt from the opening of “” by Unknown, quoted for review and introduction purposes. All rights belong to the copyright holders.

Book Information

• Unique ID: b57d6935219c4fcf
• File Extension: .pdf
• File Size: 933,162 bytes (0.89 MB)
• Title: –
• Author: Unknown
• Pages: 56
• Language: English (en)

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• Estimated Reading Time: 76.15 minutes
• Total Words: 15,230
• Total Characters: 88,705
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