Acq section 4- If your product is in early scaling stage

Depending on the stage of your product—PMF, Early Scaling, or Mature Scaling—your approach to acquisition will differ. Here's how to tailor your strategy if your product is in early scaling stage.

In this stage, your product has successfully moved beyond the initial stages of product development and market validation and is now focused on scaling its operations. The company may be looking to expand its market reach, either geographically or by targeting new customer segments and would be willing to experiment within different channels or new channels.

Channel Selection Framework

Focus:

Expand market reach through new channels and segments.

Your Job:

1. Run 3 Experiments across these channels: Organic, Paid, Content Loops, Referrals, Product Integrations, and Partnerships.
2. Find White Space: Analyse your company’s acquisition channels and find that whitespace within these channels where you can experiment.

For example, in organic channels, find that keyword or use case search where your current SEO is not optimising on & where you think your brand had the right to win and build out content accordingly. Take Sleepy Owl, for instance, excelling in "buy coffee" searches but missing out on high rankings for "flavored coffee” which your prioritised ICP is interested in. Address this gap by creating targeted articles on this search case with relevant headlines that can be published to enhance Sleepy Owl's visibility in searches for flavored coffee, capturing the interest of the prioritized ICP.

Another example could be, potential product integrations / changes in existing referral or partner program flows which could help acquisition. You will need to make a detailed flow here. Refer to the section on “How to detail out acquisition channels?” given below.