Acquisition project | GrowthX

📄

Acquisition project | GrowthX

Elevator Pitch

Hi there, we'll take this one step at a time!

If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.

This is not the only format, we would love to see you scope out a great format for your product!

Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding.

Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

this is great and i think deadline should be c

product market fit is nice and i think this will revolutionaise the world and i hope this is great as compare to what we had earlier l

The 3 growth stages and what you’re probably doing wrong

Reflecting on your product’s stage and next move gives you what most growth teams miss: clarity.
Let’s unlock that now.

Enter your product name –

1. Which stage is your product at-

PMF – Your product is just coming to life, and you’re figuring out if it really solves a problem people care about
Early scaling – You’ve found something that works; now you’re exploring how to grow it with consistency and structure.
Mature scaling – You know what works, and now you want to grow more efficiently

💡 Not sure which stage your product is in?

Stage	User base	Key signals to identify	Questions you might be thinking of
Exiting Product-Market Fit (PMF) Stage	Small but engaged	High retention from early users Organic growth (word of mouth, social buzz) Early users showing willingness to pay (WTP)	"Are we solving a real problem for a specific set of users?”
Exiting Early Scaling Stage	Growing steadily	Clear value proposition delivering consistently Organic growth isn’t enough to hit the business goals anymore Saturated one or two channels Strong word of mouth continues The percentage of users who keep using your product regularly stays steady.	“We know the product works. Can we now grow systematically?”
Mature Scaling Stage	Large and diversified	One or more proven channels Unit economics under control Need for new segments to sustain growth	“We’ve found what works. Can we double down and scale profitably?”

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2. Based on the stage of your product, what's the next best move for acquiring users?

Get early users through cheap, fast, feedback-rich channels
Run structured experiments on different channels
Double down on your best-performing channels

Nice work!

This simple reflection sets you apart.

Even if you're still figuring it out, you're now asking the right questions:

Where is my product, really?
Am I focusing on the right kind of acquisition?
What do I need to stop or double down on?

Next up?

Now that you know when to focus, let's find out where to focus – the best acquisition channels for your product.

Understand the user

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

hello this is great and I love it

Understanding your ICP

(There are separate tables for both B2C and B2B products, put down your your ICP’s in a Table Format, use this as a reference.
This table makes it super clear for anyone to understand who your users are and what differentiates them)

B2C Table

Criteria	User 1	User 2
Name
Age
Demographics
(refer the table below)
Need
Pain Point
Solution
Behaviour
(refer the table below)
Perceived Value of Brand
Marketing Pitch
Goals
Frequency of use case
Average Spend on the product
Value Accessibility to product
Value Experience of the product
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!

B2B Table:

Criteria	ICP1	ICP2
Name
Company Size
Location
Funding Raised
Industry Domain
Stage of the company
Organization Structure
Decision Maker
Decision Blocker
Frequency of use case
Products used
in workplace
Organisational
Goals
Preferred Outreach Channels
Conversion Time
GMV
Growth of company
Motivation
Organization Influence
Tools Utilized in workspace
Decision Time
Note: This is not an exhaustive list, you know your product better, add/remove as per the context!

We have multiple users of a product, and not all of them can be our ICP for whom we make our strategies; we need to prioritise.
(use this ICP prioritization table)

Criteria	ICP 1	ICP 2
Adoption Curve	High	High
Appetite to Pay	Low	High
Frequency of Use Case	Medium	Low
Distribution Potential	High	High
TAM

Understand the product

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)

Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

Is that it? What should I actually put here?

Understand the market

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

Unclear on what needs to be there

If your product is in early scaling stage

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

Channel Name	Cost	Flexibility	Effort	Speed	Scale
Organic
Paid Ads
Referral Program
Product Integration
Content Loops

Detailing Organic Research

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Detailing Content loops

Content Loop

(Keep it simple and get the basics right)

Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

Detailing Paid Advertising

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Detailing Product integrations

(Understand, where does organic intent for your product begins?)

Step 1 → Identify complementary products used by your ICP
Step 2 → Use the selection framework and compare the potential integrations it in a tabular form.

Channel Name
Integration Partner 1
Integration Partner 2
Integration Partner 3

Step 3 → Collaborate with necessary stakeholders
Step 4 → Map the customer journey
Step 3 → Design the wireframe with the new integration
Step 3 → Run pilot tests before launching
Step 3 → Measure post-integration metrics

Detailing Referral / Partner program

(For B2B companies, if referral does not make sense you'll take a crack at a partner program for your product)

Step 1 → Flesh out the referral/partner program
Step 2 → Draw raw frames on a piece of paper to get the gist.

(Don't spend a lot of time on design. This is for you to communicate how the referral hook will look)

we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!

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