Introduction to Acquisition

Congratulations and welcome to your first project!

The why behind doing this project?

After learning a structured approach to distribution, it's time to take action! Think of it like learning a new workout routine—you can’t just read about it; you need to work the muscles to see results. This project is your opportunity to practice your distribution skills and build the strategy needed to grow any product, anywhere.

Key outcomes from your Acquisition project:

1. Understand your users, product and market:

Get clear on what your product does, the market you’re in, and who your users are. This helps you know where to focus your efforts.

2. Check product readiness and choose the right channels:

You will be able to figure out if your product is ready for growth, and choose the channels that will work best for your stage (early, scaling, or mature).

3. Develop your channel strategy:

Plan how to use your chosen channels to acquire customers and grow your product effectively.

Plan your week

After the session and as you read through this brief, you might feel a bit overwhelmed—and that’s totally okay! By spending 2-3 hours each day and taking it one step at a time, this process will become much smoother. Here's a plan to help you go about your project:

Day	Goal
Monday	1. Read the project brief twice before coming onto the briefing call. 2. On the call you will work on a smaller product problem with your peers so you can jumpstart your assignment journey. 3. Choose the product you will work on.
Tuesday	1. Start reaching out to users and potential users. 2. Start conducting user calls 3. Start researching about the product and the market.
	1. Continue market and product research- Understand what are the substitute products. What are the points of differentiation, parity & weakness compared to substitute products? 2. Identify ideal customer profiles for the product. Choose 2 ICPs to focus on and dive deeper into understanding their needs and behaviors. 3. Understand where these users spend time and money and frequency of usage. Explore the reasons and motivation behind. \| \|
Thursday	Use the channel decision framework to arrive at the top channels to acquire. Scope out at least one channel in depth.
Friday	Scope out the second channel in depth.
Saturday	Scope out the third channel in depth Document everything that you have built on the platform. Hit that submit button before 7 pm Saturday.

How to decide the product for this project?

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We have seen this over and over again across 2,500+ acquisition projects that members have built - they build exponential muscle only when they are able to have right product context.

Also, think about it - if you apply what you build in your full-time role, you are directly impacting your company’s distribution strategy the next Monday morning - how powerful is that?

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