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57 sections · 17 chapters

The simulator takes you through every step of growing a business — and through all the hidden risks and nuances along the way.

Criteria for product readiness for growth

Chapters
1 Criteria for product/market fit
2 Criteria for product/channels fit
3 Determining the boundaries and size of the product’s target market
By the end of this block you’ll be able to
— Assess whether the product is ready for scaling and aggressive growth
— Determine what to focus on to create the foundation for growth
— Identify key variables that determine product growth

Introduction to Product Growth Models

Chapters
4 Growth is a function of product/market fit, product/channels fit, and market dynamics
5 The history of Facebook Messenger becoming a standalone app
6 North Star Metric. Breaking down the North Star Metric into its component parts
7 Using a growth model and data to determine the causes of growth slowdown
8 Qualitative and quantitative product growth models
By the end of this block you’ll be able to
— Identify key variables and levers that affect product growth
— Create a qualitative growth model
— Create a quantitative growth model in Google Sheets or Excel
— Convey to the team and stakeholders in simple terms how the growth of the product works
— Work with the growth model and data to determine the reasons for the slowdown in growth

Fundamental principles of growth. Added value and the problem solved by the product

Chapters
9 JTBD in the context of product growth
10 Added value and its impact on key elements of the growth model
11 Fundamental principles of product growth, or why metrics are not enough
By the end of this block you’ll be able to
— See in practice the fundamental principles that determine product growth
— Apply the JTBD framework in the context of product growth
— Determine the added value of your product in comparison to direct and indirect competitors
— Measure added value and understand how it affects all key elements of the growth model
— Connect the qualitative and quantitative characteristics of the product within the growth model

Growth loops: the laws of scalable user acquisition channels

Chapters
12 The levers and hidden risks of paid growth channels
13 Building a new product growth model
14 Determining bottlenecks using the growth model
15 Different types of growth loops and their levers
By the end of this block you’ll be able to
— Identify potential user acquisition channels for your product
— Find channels that can provide predictable and sustainable growth at scale
— Identify levers of influence on different growth channels and predict their bottlenecks, limitations, and risks
— Distinguish between linear channels for attracting users and growth loops
— Proactively identify bottlenecks in the growth model and take them into account when forming growth plans

Defensibility of growth models

Chapters
16 Defensibility risks and protection mechanisms of the growth model
By the end of this block you’ll be able to
— Identify the key defensibility risks of the growth model at the product, channel, and market levels
— Select the most appropriate protection and risk mitigation mechanisms at each level of the growth model

Forming a product strategy

Chapters
17 Company growth levels. Forming a product and growth strategy
By the end of this block you’ll be able to
— Determine the most effective areas where the team’s efforts will affect product growth
— Form a strategy and action plan based on a deep understanding of the product growth model
— Build a team structure that will be most effective for your product, market, and current stage of development
— See growth potential beyond a particular product

Case studies of leading companies

In each section, we will analyze how the studied frameworks and concepts apply to some of the largest and most successful companies, including Netflix, Microsoft, Google, Airbnb, Dropbox, and Amazon.

What you won’t find in the Simulator

The Simulator won’t give you “growth hacks” or “silver bullets” that guarantee rapid growth and success. The goal is to give a systematic understanding of how growth works and how it can be influenced. For example, one possible scenario is that you will learn that your product has reached saturation in the target market and its future growth might depend on going beyond its current state.

We also won’t cover things such as how to launch or manage Facebook Ads campaigns. The mix of growth channels constantly changes, but the principles of product growth remain the same. We will focus on studying these principles.

Afterword

You’ll learn what unexpected consequences your decisions led to.

…though not only your decisions.