Growth Newsletter #267

Stockholm-based Lovable turned a simple, powerful idea into a rocket ship: use AI to let anyone build apps or sites just by describing what they want. The approach, vibe coding, became popular this year as a tool for rapid prototyping, paired with software.

Within eight months of launching in late 2023, Lovable attracted 2.3M active users, saw over 10M projects built, and raised a $200M Series A, valuing the company at ≈ $1.8B. They minted a European AI unicorn at unprecedented speed.

By letting you speak your app into existence with vibes only, it basically turns moodboarding into shipping. A founder described it as holding a “magic key” that opens the door to software without developers.

This level of product-market alignment makes customers’ obsession with the product a natural growth lever. Every output becomes a showcase people want to show off. And each user becomes a signal-boosting evangelist.

It’s one of those rare cases where an innovation has so many use cases and so much visual intrigue, the product itself is the growth engine no matter what channel it’s on or who’s looking at it.

The 12-Channel Illusion

On the contrary, some growth gurus were quick to claim Lovable architected their growth through a complex omni-channel strategy:

1. GitHub - Launched as GPT Engineer, got 54K stars
2. Product Hunt - Multiple launches, starting January 2024
3. X/Twitter - Daily posts from CEO Anton Osika​
4. LinkedIn - Professional spin on the same X/Twitter content
5. Discord - 34K+ member community
6. YouTube - 20K+ subscribers, product demos
7. Google Ads - Paid search campaigns
8. Partnerships - Agency deals with commission structures
9. Podcasts - Hit every major tech show (20VC, Lenny's, etc.)
10. Events - Presented at Slush and other startup conferences
11. Reddit - Strategic threads showcasing the product
12. SEO - Blogged about their own growth to attract more growth

Impressive list, but this is more correlation than causation. It's what happens when your viral coefficient (the average number of new users that an existing user generates) is insanely high. Because starting a fire is a littleee easier when your product is a 50-gallon drum of jet fuel.

The Viral Coefficient Driving It All

During Lovable's early hypergrowth from over 20,000 users in late January 2025 to over 500,000 in February, they achieved ~25x user expansion in about a month, implying a peak weekly viral coefficient K ≈ 1.24.

When your viral coefficient is that high, channel selection becomes irrelevant. Post on Product Hunt? Viral. Tweet about it? Viral. Show up at an event? The crowd goes wild.

It's not that Lovable mastered these 12 channels in order to grow. It's that their product is so shareable, user-friendly, visually stunning, and so "holy sh*t look what I made in minutes" that any exposure becomes a growth loop.

Mo’ Money. No Problems.

And if you're still tempted to mimic their strategy, gut check whether you have as much cash on-hand to fuel your growth.

Unlike most startups, Lovable never had to worry about scraping together cash, due to a sizable $7.5M pre-seed followed by an explosion of early revenue traction. Lovable launched on November 21st 2024. By February 2025 (3 months after launch), they had:

• Acquired 30,000 paying customers
• Hit $17M ARR
• Raised a $15M pre-Series A
• Spent $2M to get there (mentioned in an X post from the CEO, Anton Osika)

While Osika doesn’t mention exactly how they spent the $2M, even if only 20% of that $2M went to marketing, that's still $133,000/mo in marketing spend out of the gate. Most startups are trying to stretch out $10k over three months of Meta ads. 🥲

When you have that kind of capital, you can afford to have a presence everywhere at once. You can hire Discord community managers, video content editors, SEO writers, and still have budget left for paid ads.

Why Your Bicycle Can't Handle a Jet Engine

Lovable rides a jet engine fueled by three things:

1. Insane product-market fit that creates outputs people compulsively share
2. Early revenue and venture funding that enables simultaneous channel execution
3. Perfect timing in the AI gold rush where "I built this with AI" still grabs eyeballs

There’s a good chance your startup doesn’t have all of these to the degree Lovable does. Which means copying their channel playbook isn’t particularly useful.

The Actual Takeaways Here

Strip away the hype and oversimplification, and here's what matters:

• Build virality into your product: To the extent your product/service supports it, ask yourself, "Is my product something people actually want to show others? Can we build in network effect dynamics?"
• Be realistic about resources: If you can’t spend $100K+/month on growth, you probably can’t fund a breakneck 12-channel growth strategy.
• Recognize survivorship bias: Remember, for every Lovable, there are 1,000 startups that tried to "be everywhere" and burned out.
• Learn from Lovables individual channel strategies: None of this is meant to knock Lovable. They are clearly very talented marketers and you can still learn from them. Building in public on X might be a great strategy for you.

The Channel Focus Reality Check

In the incredibly likely event your product doesn't have Lovable's inherent virality, here's your channel playbook:

1. Test 3-5 channels with small budgets ($3-5K each)
2. Identify the one with the best unit economics
3. Scale that channel until you hit diminishing returns
4. Only then consider adding channel #2

It’s not as sexy, but a steady, sustainable, scalable growth engine is how the majority of successful startups actually grow (it's also the key focus of the Demand Curve Growth Program).

Bottom Line: Product Over Everything

Lovable's story is seductive (and potentially dangerous) because it suggests you can brute force your way to product-market fit. “Just be everywhere all the time! Master ALL the channels! Growth will surely follow!”

That's bass-ackwards. Lovable earned the right to be everywhere, because their product was everywhere-worthy. They mastered all channels because every channel bowed down to it.

Your job isn't to copy Lovable's channel tactics. It's to build something users love and share as much as Lovable. Until then, a focused channel strategy likely beats cosplaying as a hypergrowth startup.

​Gil Templeton​
Demand Curve Staff Writer

​Kevin DePopas​
​Demand Curve Chief Growth Officer