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Building a durable growth funnel doesn’t just scale your business: it also signals to investors that a team can move directionally, which is a major confidence builder.
“Acquisition, activation and retention are critical,” writes Jonathan Martinez, TC+’s in-house growth expert. “While referral and monetization are also quite important, they won’t make or break a startup.”
He says early-stage teams should push well beyond “vanity metrics” like click-throughs and conversions to develop advanced metrics that are specific to the business they’re building.
For this article, he broke down onboarding and activation processes at several startups, including Postmates, Zoom, Uber and Canva, to show how they shaped messaging that push users deeper into their funnels.
It’s complex work, but don’t be intimidated — a growth analyst or data scientist contractor can easily set up the dashboards you’ll need to run experiments, set goals and track day-to-day progress.
“This isn’t meant to be a teardown of each specific startup, but rather a holistic look into what leading companies are doing, their mindsets when it comes to growth and how to replicate these actions in your own startup,” says Martinez.
Thanks very much for reading,
Walter Thompson
Editorial Manager, TechCrunch+
@yourprotagonist
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