Welcome to the Growth Program!

You're probably here because:

• You're a founder or marketer looking to get more users and customers for your product
• You don't want to read textbooks on marketing theory
• You want actionable, tactical advice on how to get more customers today

You're in the right place.

Everything in the Growth Program has been attempted, documented, and validated by the Demand Curve team, our agency, or our network of vetted marketing experts.

We've worked with thousands of startups across every industry and documented proven growth tactics along the way. Everyone from the earliest of early-stage companies, all the way up to Microsoft.

You do not need to know anything about marketing to get value

In fact, we won't assume anything.

The tactics and strategies you'll learn are designed so that:

• Beginners with zero marketing experience will be able to execute them.
• Experienced marketers can learn the advanced tactics we use to optimize the growth of our high-velocity customers.

You'll learn critical growth strategies and tactics that will help you drive growth well beyond your time in this program.

We’ve broken the program into six major parts:

1. Growth fundamentals
2. Lay your growth foundation
3. Develop your acquisition strategy
4. Building assets
5. Launch
6. Learn & iterate

Why do we start with fundamentals and the foundation?

Investing in growth (like Facebook Ads) can be a huge waste of time and money if you send people to an unoptimized website. It's like filling up a leaky bucket.

We start with the foundation by plugging the holes in it.

Let’s take a closer look at each one below.‌

Part 0: Walkthrough of the Growth Program

This is not your typical course, so Neal (co-founder of Demand Curve) will give you a quick overview of the program in the next lesson.

Part 1: ⭐️ Growth fundamentals

Before you work on scaling your growth channels, we'll teach you the core theory.

Don't worry—this will not feel like a university lecture—you'll learn just the core fundamentals you need to be dangerous.

You'll start by learning how to think about growth—and why growth is important.

Then, you'll internalize key growth concepts and frameworks. We'll explain how companies grow—and how to structure your company so that it can grow.

This will set you up for success.

After you read this section, you'll realize that growth is a process—and you'll already be ahead of 90% of founders and marketers who jump from tactic to tactic.

While these first few chapters are largely self-directed and heavy on theory, they are vital in order to succeed in this program.

The rest of the program is very tactical and project-focused.

Part 2: 🧱 Lay your growth foundation

Now, we'll help you build your own growth foundation.

In this section, you will get to work driving direct value for your business by:

• Conducting customer, market, and competitor research so you know exactly what you're building, who you're building for, and how to position your product.
• Creating value props so you can communicate your value to prospective customers. This will guide all of your product messaging and copywriting.
  • The right message and story can make all the difference.
• Crafting your brand. You'll learn why investing in branding is a major (and often overlooked) growth lever.
• Develop (or hone) your pricing and revenue model.

If you feel you've already nailed certain aspects of this foundation already (such as brand or pricing), feel free to skip it. This program is all about driving direct value to your business, not making you do needless busy work.

By the end of this section, you'll have everything you need to create a customer acquisition strategy.

Part 3: 🎯 Develop your acquisition strategy

Now for the fun part.

Time to create your strategy on how you'll actually acquire more customers.

We'll show you how to create an optimal growth strategy—prioritized based on your specific resources and constraints.

Then, you'll set up and launch your top channel(s).

This section covers acquisition channels in depth. For each channel, we'll cover:

• How the channel works
• The types of companies the channel works for
• Channel strategy
• How to build and launch the channel
• How to analyze your results and iterate

Part 4: 🔨 Building assets

Before you actually launch and test channels, you need to build (or improve) your funnel and marketing assets.

In this phase, you'll:

• Create and optimize landing pages and onboarding flows.
• Write and design ad creatives.
• Set up a solid analytics system to ensure you can properly measure and assess channel performance.
• Build an email marketing engine that works on your behalf, 24/7.

Part 5 & 6: 🚀 Launch, learn and iterate

The moment you've been waiting for—it's time to launch your channel(s)!

You'll now hopefully start acquiring users—but perhaps more importantly, you'll start gathering data on what works and what doesn't.

You'll use the modules in "Part 6" of your path (discussed in the next lesson) to learn from users and optimize your growth efforts so that you can grow more efficiently.

Next, you'll select your Program Path, which will guide you through the rest of the course!