Building a Successful Growth Model: Combining Purpose and Channel Model Fit

Building a Successful Growth Model: Combining Purpose and Channel Model Fit

Introduction:

Creating a growth model that drives success is crucial for any product or company. By understanding the core purpose of the product and ensuring channel model fit, businesses can navigate the challenges of customer acquisition and revenue generation. In this article, we will explore how to build a growth model by combining the concepts of purpose and channel model fit, along with actionable advice to achieve sustainable growth.

Understanding the Core Purpose:

The core purpose of a product lies in solving a problem that users face. Identifying this problem is the first step towards building an effective growth model. Once the problem is defined, the product can be broken down into specific skills or tasks that users need to understand to fully utilize it. This breakdown helps in creating a funnel that guides users from the initial hook to achieving maximum value from the product.

In the adoption phase, the focus should be on the initial steps (1-4) to get users started. As they become more comfortable, features can be added to encourage users to progress towards step 5. For example, in the case of Twitter, the initial hook is the curiosity of knowing "what's happening in their world." The challenge lies in transitioning users from the hook to understanding the purpose of using Twitter regularly.

Channel Model Fit:

To avoid the ARPU-CAC Danger Zone, companies need to ensure channel model fit. Channel model fit refers to aligning the channels used for customer acquisition with the product's pricing and revenue generation strategy. Failure to achieve channel model fit often leads to higher failure rates for companies.

Two critical elements of channel model fit are how the product is charged and the average annual revenue per user (ARPU). Companies need to determine the optimal pricing strategy, whether it's through ads, freemium, transactional models, or others. Additionally, understanding the average revenue generated from each customer per year is essential.

Actionable Advice:

1. Minimize Friction for Low CAC Channels:

When targeting low-cost customer acquisition (CAC) channels, it is crucial to minimize friction for potential customers. High prices create barriers and reduce the effectiveness of these channels. Consider the likelihood of a customer purchasing a product that is priced too high. By reducing friction, businesses can maximize the impact of lower CAC channels.

2. Ensure ARPU Supports Higher CAC Channels:

Channel model fit is not only important at the overall product level but also at the product tier level. When making changes to the pricing or charging model, businesses must consider the impact on channel model fit. Changes in pricing can significantly affect the viability of key channels. Therefore, it is crucial to evaluate the compatibility between ARPU and higher CAC channels.

3. Continuously Evaluate and Adapt:

Building a growth model is an iterative process. It requires continuous evaluation and adaptation to ensure sustained success. Regularly analyze the effectiveness of different channels, pricing strategies, and revenue generation methods. Be open to making changes to maintain channel model fit and optimize growth.

Conclusion:

Building a successful growth model involves understanding the core purpose of the product and aligning it with the channel model fit. By breaking down the product into specific tasks, businesses can guide users through the adoption phase effectively. Additionally, ensuring channel model fit by optimizing pricing strategies and evaluating ARPU is crucial for sustainable growth. By following the actionable advice provided, businesses can navigate the challenges of customer acquisition and revenue generation, ultimately leading to long-term success.