Traction Program Syllabus
Welcome to the program! If you’re looking for traction, you’re in the right place.
This is a unique program. While there's a ton of content out there around building MVPs, product-market fit, and scaling growth, it's difficult to find good, quality resources on traction.
We define traction as getting your first 50-1,000 customers (depending on your business and pricing models) so you can validate your product and build a foundation for real growth.
And we're proud to say that this is one of the only programs built specifically for traction.
We want you to get the most out of the program. You can use this syllabus to explore our curriculum and determine if the program is a fit for you.
What you can expect from the Traction Program
You'll use the content to go to market and get your first customers.
We've grown thousands of startups. We've taken our top learnings and used them to design a program for traction-stage startups.
You need customers. You likely don’t have the cash to hire a great growth marketer. And you also don’t want to dig through mountains of subpar, unactionable content online. You need traction—you don’t need a PhD in marketing theory.
So we created the program as the proven, affordable way for founders to get traction.
You'll quickly learn what traction is, and what most people don't know about it.
Then learn the six core principles that will help you build your strategy to get customers.
- Focus is key
- Growth = learning
- Execute the basics well
- Test fewer channels for more growth
- Take big swings
- Leverage compounds
Market, customer, and competitor research
You'll conduct fast, accurate research to learn exactly who your customers are, and what they want.
Create detailed, accurate customer personas.
Map out the customer journey to identify user pain points and behaviors throughout different stages of the buying process.
Study competitors to identify growth opportunities.
Positioning and value props
Taking what you know about your ideal customer, you'll craft compelling messaging that conveys how you're uniquely able to solve their problems—in a desirable way.
Most marketing problems are really positioning problems. You'll take all of your learnings from market, customer, and competitor research, and position your product as the solution to your target market's problem. Positioning that sets up your foundation for serious growth.
Little known fact: there are concrete methods you can use to get your first 1,000 customers. Lots of people tactic hop without success. But we created a systematic way for you to tap into low or no-cost channels. Use it to build a strategy and get your first customers.
You'll learn about scalable and unscalable channels.
Then you'll build a strategy. We'll take you through our strategy framework to help you evaluate and prioritize traction channels, and hone in on the best ones for your specific product, target market, and goals.
Build your funnel
Use your new value props and strategy to create all of your marketing and growth assets—no copywriting, marketing, or design skills necessary.
- Landing page copy: Write copy and design pages that convert. You'll use our proven framework that we've used to grow thousands of top startups.
- Onboarding flows: Build onboarding flows that activate your new customers.
- Product marketing and sales assets: Create high-converting ads, creatives, and sales emails.
- Full funnel tracking and analytics: Get detailed insight into how your channels and funnel are performing.
Set up your traction channels
You have a strategy, you have your assets, now it's time to execute channels. Our step-by-step playbooks and projects will help you do the work to build and launch your traction channels.
Here's a breakdown of the traction channels we cover.
- Cold Outreach
- Tap existing audiences
- Influencer Marketing
- Organic Instagram
- Organic LinkedIn
- Product Hunt
- Facebook and Instagram ads
- Google Ads
- Apple search ads
Launch and optimize
Now that you have a flow of traffic coming to your site, you'll optimize your funnel so more of them become paying customers.
Optimize both your traction channels and your site through our testing process. Use your conversion tracking data, screen recordings, and heatmaps to iterate and improve conversion.
What you'll achieve with the program
Validate your product
Validate your product by getting your first customers. Use early feedback to improve your product and get product-market fit as quickly and affordably as possible.
Walk away with a crystal clear understanding of your market and customer.
Optimize your funnel
Build a high-converting funnel. Leave with an optimized site, compelling messaging, and a seamless onboarding flow.
Launch traction channels
Generate revenue that you can pump back into growth.
Build a foundation for growth
Use your momentum to secure funding, build your team, and set your company up for the next phases of growth.
Ready to get traction?
Who is the Traction Program for?
We built this program for busy, early-stage founders willing to execute on their own to get their first customers.
Who's not a fit?
People who are looking for a growth "MBA"
Aspiring entrepreneurs still in the idea stage
Startups that already have traction and need to build a scalable growth engine (see our Growth Program instead)
Those looking to level up as marketers but aren't actively working on startup traction (see our live courses instead)
Thousands of startups have gone through our programs. Here’s what they’re saying:
We're Demand Curve
We are practitioners. Not retired marketers or educators who’ve researched but never actually been on the battlefield.
Our team brings expertise from leading growth at top companies like Grammarly, Webflow, and Airbnb. At Demand Curve, we've worked with thousands of startups across every industry (Perfect Keto, Clearbit, Zendesk to name a few), so we know exactly what growth and marketing tactics are working now.
And we run Bell Curve, our world-class agency that works with top startups like Outschool and Segment.
With the Traction Program, you get the same playbooks, templates, and SOPs that top agencies use to grow their startups.
We've helped companies like these (and 1000's of others) get traction and accelerate growth.
Ready to grow?
Go to market and acquire your first customers. The program offers:
Lifetime access to all program content: You’ll get access to 20+ playbooks and step-by-step projects, 30+ templates, as well as multiple video walk-throughs.
Community of 1,000 founders and marketers: Learn with other top growth marketers.
6 months of live workshops: Optional deep-dive workshops to help you work through different parts of the program.
Savings on marketing tools: Need Segment, Airtable, Notion, and more? You’ll get discounts on many popular tech tools.