Here's a practical exercise to determine your path forward:

Step 1: Assess Your Readiness

Go through the assessment checklist earlier in this guide. How many boxes did you check?

Step 2: Define Your Goals and Constraints

• What's your growth goal over the next 12 months?
• What resources can you dedicate to growth initiatives?
• What's your current user base size?

Step 3: Run the Math

• Assume a realistic K-factor (0.1-0.2 for most products)
• Calculate potential users from viral growth: Current users × K-factor
• Ask: Would this meaningfully impact your goals?

Step 4: Make the Call

• Group 1 (Skip): Focus on other growth channels that offer better returns
• Group 2 (Foundation): Set up basic viral infrastructure while prioritizing channel-led growth
• Group 3 (Invest): Build viral loops as a core part of your growth strategy

Step 5: Choose Your Approach

If you're in Group 2 or 3, pick ONE viral loop type based on:

• Your product's natural sharing behavior
• User motivations (social/utility/financial capital)
• Your resource constraints and timeline

Remember: Even if you're in Group 1 now, you can revisit this in 6-12 months as your product and user base evolve.

The Bottom Line

Virality can be a powerful growth lever when it fits your product and situation. But for most traction-stage founders, it's not the highest-impact use of limited resources.

The key insight: This isn't about checking boxes or following trends. It's about honestly assessing whether viral growth aligns with your product's natural user behavior and your business goals.

If the math doesn't work out, that's valuable information, not a failure. Many successful companies grow through content marketing, paid acquisition, partnerships, or other channels. Focus your energy where you can get the highest return.

If you do have the right conditions for virality, start with one loop type, give it time to compound, and measure quality over quantity.

Remember: People don't share products. They share value. Make sure you're creating something worth sharing first.