Onboarding project | growthx

📄

Onboarding project | growthx

GrowthX Club is an exclusive, invite-only community tailored for ambitious founders and growth leaders in the tech and internet sectors. It offers a structured and immersive learning experience, and a curated community designed to help its members tackle growth challenges, enhance their skills, and it also offers support to accelerate their careers.

As an exclusive benefit within the GrowthX membership, Outcomes offers additional value by equipping members with tailored resources and support. This feature amplifies the core benefits of the GrowthX Club, ensuring that members meet their professional goals.

The more the members use Outcomes (a product of GrowthX), the more the core value proposition for GrowthX increases.

This assignment covers:

Who is signing up? (ICP)
Why are they signing up? (What are the jobs they are hiring the product to do? - JTBD framework)
What are they trying to do? (Onboarding tear down & customer journey map)
Activation metrics

Ideal customer profile (ICP)

who are active users? use - core action / time

Criteria	User 1	User 2	User 3	User 4	User 5
Name	Hemant Saini	Abhijit Mohapatra	Shrada Pujar	Gauri Lagu	Manasvi Sharma
Age	30	35	28	27-30	30
Gender	Tier 2 city, Male	Tier 1 city, male	Tier 1 city, female	Tier 1 city, female	Tier 3 city, female
Annual Income	9.5 LPA	24+ LPA	25+ LPA	10LPA	Career break
Work Profile	Product Manager	Growth and Monetization Manager	Founder's office	Marketing	Previously sales role
Marital Status	Married	Married	Married	Unmarried	Married
Where do they spend their time? [Social Media]	LinkedIn, YouTube, Twitter, Facebook	LinkedIn, Twitter, Instagram	LinkedIn, Twitter	LinkedIn, Twitter, Facebook, YT	LinkedIn, Twitter, Facebook, YT
Technology Adoption	Moderate - High	High	High	High	High
Feature that they value	ELEVATE, profile review, career sound boarding and POW building support	ELEVATE	ELEVATE, profile review, 1:1 career sound boarding	ELEVATE, profile review, career sound boarding and POW Building support	ELEVATE, profile review, career sound boarding and POW Building support
Perceived Value of Brand	High	Moderate - high	Moderate - High	High	High
Primary career goal	Crack a breakout role	Thrive in my career	Get promoted	Transition to a different function	Crack a role after career break
Goals for the next 3 months	Upskill, network, apply for roles and then crack a good role in an established org with a higher pay.	Do better in my current org, manage my responsibilities, establish myself well in the org and create impact.	Create impact, crack a promotion and gain a hike in salary.	Upskill, network, build proof of work, apply for jobs and crack a product role.	Upskill, put myself out in the job market, network with people, establish my professional profile, build POW and crack a role.
Pain point	Limited opportunities, lower income bracket, and the need to break into a higher-paying role in a more established organization. Not able to get shortlisted or crack interviews.	Wants to upskill and be able to solve problems better in his role. Difficult to prioritize the time required to engage fully with GrowthX resources like ELEVATE or live sessions due to his demanding job responsibilities.	Struggling to find tailored guidance that aligns with her specific goal of achieving a promotion. Does not know how to crack a promotion.	Struggles with finding the right Proof of Work (PoW) projects that clearly demonstrate her potential in product management roles. Doesn't have the right network around her to guide her.	Building the right skill set and proof of work. Overcoming biases or updating outdated skills. She may also find it difficult to reconnect with a professional network.
Solution/ benefit sought	Tailor PoW to showcase skills and experiences relevant to breakout roles. Interview Preparation Facilitate connections with industry professionals and mentors.	Access to content focused on advancing skills and knowledge. Assistance in building a strong personal brand and online presence. Pair with mentors who can provide guidance and support for career advancement.	Create a personalized action plan for achieving promotion goals. Identify and develop key skills needed for higher roles.	Provide guides and resources for transitioning to the desired function. Develop PoW that highlights transferable skills and relevant experiences. Connect with professionals in the target function for insights and advice.	Help with crafting impactful resumes that address the career break. Prepare for interviews with strategies to address career gaps confidently. Offer resources to update skills and knowledge relevant to the desired role. Build POW.
Frequency of use case	4 times/ week	Less than 2 times/ week	2 times/ week	4 times/ week	4 times/ week

GrowthX experience

	ICP 1	ICP 2	ICP 3	ICP 4	ICP 5
Where did you first hear about GrowthX?	I first heard about GrowthX through a LinkedIn post from a career coach who recommended it for accelerating career transitions.	Discovered GrowthX through a colleague who was also looking to enhance their career. They spoke highly of its resources for professional development	Friend referred me to it	AP's LinkedIn profile	AP's LinkedIn and an ex-colleague mentioned it when I was looking for jobs and trying to upskill.
How was the onboarding experience?	Not very smooth. I was a little overwhelmed and did not explore everything until a month later	I got an idea of what all there that I can use to advance in career. Didn't explore them immediately though, didn't have much motivated at that point to explore them.	Not very smooth. I was a little overwhelmed and I almost missed setting up an account on Slack. Took some time to settle in.	I got a good idea of what’s available. Seemed very interesting and I was happy I made the payment. Checked out a bunch of things on the website, it was a little confusing though.	The onboarding was helpful in getting me oriented. I appreciated the step-by-step guide, though I wish there had been more interactive elements.
How was the first immersion live session?	The first immersion live session was insightful. Opened me to new ways of thinking	It was great, didn't realize how 4 hours went by. I was fully immersed.	It was great! Loved that I was learning alongside so many other people.	Opened me up to new ways of thinking and solving Acq problems. It was great	The session was very informative and interactive. I found it useful for discussing challenges with peers post session as well.
What is the most used feature on the platform?	The Outcomes Job board and ELEVATE crack interview videos.	ELEVATE videos and the Slack channels.	ELEVATE and planning to enroll in CRAFT	Outcomes, 1:1 interactions with outcomes team and mock interviews	Outcomes, ELEVATE and mock interviews

User goals and JTBD

Job	ICP 1	ICP 2	ICP 3	ICP 4	ICP 5
Functional	To acquire the necessary skills and network to land a high-impact role in a top startup or growth company.	To do better in current role, have a framework to solving problems.	To crack a promotion	Bridge the skill gap, tackle interviews and transition.	To crack a role after career break to get started again.
Personal	To gain confidence and clarity in their career direction by learning from peers and mentors within the community.	To achieve job satisfaction by mastering their role.	To advance their career, achieve a higher status within the organization, and take on more responsibility and influence.	To feel confident knowing they have the knowledge and skills needed to succeed.	To overcome the personal and professional challenges of returning to the workforce, gaining a sense of accomplishment and security.
Financial	To secure a role that offers significant growth in compensation and benefits	To potentially earn bonuses, and raises.	To increase their earnings through a promotion.	Exceeds their previous compensation.	To achieve financial stability by re-entering the workforce.
Social	His peers are in better roles and moving ahead in career. He wants to climb up the ladder as well.	Gain reputation within the company	To gain recognition as a leader within their organization and industry	Establish themself as a PM, gain that reputation and build a career in product roles.	Regain their professional identity.

User research to validate these goals

Insights from user calling:

Users	Primary goal	Secondary goal # 1	Secondary goal # 2
ICP 1	To acquire the necessary skills and network to land a high-impact role in a top startup or growth company.	To secure a role that offers significant growth in compensation and benefits	His peers are in better roles and moving ahead in career. He wants to climb up the ladder as well.
ICP 2	To do better in current role, have a framework to solving problems.	To potentially earn bonuses, and raises.
ICP 3	To crack a promotion	To increase their earnings through a promotion.	To advance their career, achieve a higher status within the organization, and take on more responsibility and influence.
ICP 4	Bridge the skill gap, tackle interviews and transition.	Exceeds their previous compensation.
ICP 5	To crack a role after career break to get started again.	To achieve financial stability by re-entering the workforce.	To overcome the personal and professional challenges of returning to the workforce, gaining a sense of accomplishment and security.

Hypothesis from the JTBD table is validated for all the users - their core goals and job they are hiring the product for lie largely under the functional and financial goals mentioned in the JTBD table.

If the user fails to meet one of the goals, will they still hire outcomes? - Yes

Customer journey for a user at GrowthX

Awareness

Users typically discover GrowthX through Founder branding (AP's LinkedIn), referrals, social media, or organic search intent. The community is known for having the top 1% talent, this makes it more attractive.

Process to become a member

Interested individuals must apply for membership. This involves filling out an application form and participating in a Zoom interview with the membership curation team, which assesses the applicant's background and goals. The team seeks to ensure that the applicant aligns with the community’s focus on growth and technology

Membership Acceptance

After the Jamming session, applicants receive a decision. If accepted, they proceed to pay the membership fee, which currently stands at ₹75000 plus taxes. There's also an option to pay through a three-month no-cost EMI plan.

Onboarding

Once payment is done, member gets access to the platform, all the learning resources available and the Slack community. This initial exposure allows them to see the potential for growth and learning available to them.

Members are introduced to the success stories of existing members, which helps them visualize what they can achieve. Seeing tangible outcomes from others fosters a sense of possibility and motivation.

As members explore various programs such as CRAFTs and Foundations, they recognize the structured approach GrowthX takes towards skill development and problem-solving, enhancing their understanding of what they can learn.

They also come across the Outcomes section where they notice that it offers support based on goal (crack a role, get promoted, transition, negotiation, mock interview practice, career sound boarding and profile review).

They hit their first AHA moment after onboarding.

Learning

4 weeks immersion program starts where the member attends live sessions every Sunday along with other members part of the cohort (170-200+ members), submits assignment after everyday live session and get evaluated for that. Post the 4 weeks, selected members get to work on Capstone project and the top ones will get a chance to present it during Demo Day.
GrowthX emphasizes practical, actionable insights that can lead to immediate improvements in their respective roles or businesses

Community aspect

Members are encouraged to engage with one another through Slack channels, and offline events. This community aspect allows for making lasting connections, sharing insights, sound boarding, and collaboration on projects, enhancing the overall learning experience

Outcomes

The Outcomes section provides tailored support based on individual goals. This personalized approach helps members realize that they are not only part of a community but also have access to resources that directly address their unique challenges and aspirations.

The AHA moments for GrowthX Club members primarily occur during onboarding, through structured learning experiences, and throughout ongoing engagement with the community. These moments are crucial for fostering a sense of belonging, motivation, and personal growth within the club.

Onboarding Tear down with improvements suggested

For the purpose of this assignment, the onboarding journey to GrowthX and then the onboarding to Outcomes pillar of GrowthX is specifically focused upon.

Find the detailed onboarding tear down to Outcomes alone here -

Onboarding Teardown.pdf

Activation Metrics

Step 2 → After this, mention in detail all the metrics you'd be tracking and why are you tracking them?

1. Attending the jamming session (In the first week after signup)

This is a strong activation metric. Attending a mandatory onboarding session indicates that the user is engaged and interested in becoming an active member of the community. It sets the stage for their involvement and helps in building contact with potential customers.

2. Attending first session of the immersion

Participating in the first live session within the first week allows users to experience the community and learning environment firsthand. It is crucial for setting expectations and fostering a sense of belonging, which can significantly impact retention.

3. Submitting the first assignment part of the immersion program

Completing the first project signifies that the user is not only consuming content but also applying it, which is a key indicator of engagement. This milestone can boost their confidence and increase their likelihood of continued participation.

4. Completing immersion

his is a critical metric for full activation. Completing the immersion program ensures that users have engaged deeply with the content and community, unlocking access to advanced resources and benefits. This completion is likely to translate to higher retention and continued engagement.

Metrics to track

Completion Rate of onboarding tasks

Retention rates for day 1, 7, week 4, and Day 30

Assignment submission percentage

Time to first value (TTFV)

Feedback from activated users

CRAFTs sign up

Activation Metrics for Outcomes

1. Onboarding to Outcomes

This metric tracks the percentage of members who complete the goal-setting process during onboarding. It indicates how many members are committed to engaging with the Outcomes program and have set clear objectives for their journey. A higher completion rate signals successful onboarding and sets members on the path to engaging with outcomes resources.

2. Watched at Least 90 Minutes of ELEVATE Video Content

his tracks the percentage of members who have watched at least 90 minutes of video content on ELEVATE. It's a direct indicator of their commitment to learning and engaging with the program's educational materials. Reaching this threshold suggests that members are finding value in the content and are likely to continue consuming more, increasing their chances of achieving their set goals.