The Growth Equation

Growth is arguably the defining character of a startup, but finding early stage growth is surprisingly hard. Especially when the majority of advice comes from well-established companies with deep pockets and their own dedicated growth teams. So what's an early stage founder to do? That's where The Growth Equation steps in. To act as your definitive guide to early stage growth. I've worked with countless founders in my role as a startup advisor and VC. While every startup is different, the challenges they face are remarkably similar. How do you land your first 10/100/1,000 users? How do you perfect your Go to Market strategy? How do you create a Growth Engine that will power you to your first million in revenue and beyond? And how do you do it all while searching for Product-Market Fit? I begin the book by highlighting the seven key factors I've found have an outsized effect on growth. These form the arguments of what I'm calling The Growth Equation. The equation itself is pretty simple. Maybe even bordering on obvious. However it's what you do with the information that matters. Using the concepts of loops and funnels the book looks at every stage of the growth journey, from how to acquire, onboard and activate new customers; to how to embed your product in their day-to-day workflow and keep them coming back for more. During this process we look at whether you should take a Sales-Led, Marketing-Led or Product-Led approach to growth; how to price your product effectively; how you shape your team; and how to use concepts like Behavioral Science and PLG to drive growth. While the book is designed to be read from cover to cover, plenty of founders have found it useful jumping straight to the topics which are bothering them the most. Trying to figure out your launch strategy? There's a whole chapter on GTM. Struggling with outbound sales, content marketing or product positioning? We've got in-depth sections on all these topics. Maybe you're struggling with activation, engagement and churn? We've got you covered. In fact whatever growth challenge you're facing, this book should have something for you. Now It's worth saying that none of the concepts in this book are groundbreakingly new, so I'm not claiming to have invented some infallible new system (much to my accountants disappointment). In fact all these insights are available online if you want to go hunting for them. However as author and investor Jake Knapp explains "Sure, you could sign up for a dozen different newsletters, listen to a bunch of podcasts, and hire a head of growth. Or you could buy this book." That's what the Growth Equation is really about. It's your one stop shop for all things growth. Or as one reviewer said "It's like having a startup coach in your pocket." My hope is that this will be the only book you need to reach your first $1M in revenue and beyond; for a fraction of the cost of a dedicated coach. So what are you waiting for?