Introduction: Acquisition Strategy

In the previous modules, you learned about the foundations of growth and the key frameworks that explain how the most successful startups are able to grow.

You also learned how to conduct and implement customer research, and you identified the key value props that you'll use in all your marketing efforts.

In this module, we'll focus on the most important startup activity: acquiring customers. Your ability to acquire new customers consistently and efficiently is the key to growth—and one of the biggest competitive advantages you can have as a business.

This module will teach you the fundamentals of customer acquisition that apply to all different acquisition channels and business models. You'll learn the exact growth strategy framework we've used to grow some of the top companies in the world.

At the end of this module, you'll know:

• The two major customer acquisition models
• The difference between scalable and unscalable channels and how to leverage each
• How to identify your company's stage of growth and what it means for your customer acquisition strategy
• That there are surprisingly few ways to drive customer acquisition at scale (and you'll learn what those are)
• Our framework for developing growth strategies, and for evaluating and prioritizing acquisition channels

Most importantly, you will leave this module having identified the optimal growth strategy for your startup, as well as the top channels you should begin testing.

Let's get started.