How do I calculate a total addressable market (TAM) or market size?

Probably one of the most asked questions when it comes to building out a new feature or product is how big is the total target market? Often at times, market sizing seems like a mystical black art, but I assure you – for the most part, it is very simple. Outside of paying an agency […]

How do I design a logo for my start-up?

At its core, a logo is a tool to help users remember your brand – i.e., a logo is NOT your brand. While how a logo looks is important because it contributes to your brand’s first impression with customers, a disproportionate amount of time is usually dedicated to creating a perfect logo. It’s more important […]

How do you know when you have product-market-fit?

A lot has been written about how to tell when you have product-market-fit. Some of the classic ways is to run a survey asking how people would feel if they could not use your product anymore. As per Sean Ellis, if over 40% of your customers say they would be very disappointed if they could […]

How do I get a job in growth?

Typically, there is no straight path to a job in growth (though that might change in the next few years). However with that said, to succeed in growth you should have Some marketing-chops, but full-funnel thinking will be needed. Comfort with tech (if html or SQL scares you, you may want to reconsider this path) […]

Do cart abandonment emails work?

While conversion rates will vary, cart abandonment emails work best if they are sent within an hour of abandonment. It is also good practice to send another email in a day, and another within a week. You should test the exact timings, as well as remember to cancel the campaign once a purchase has been […]

What is click through rate (CTR)?

CTR stands for click-through rate. It is typically calculated by dividing the number of clicks on a call to action (CTA) divided by the number of impressions (i.e. the number of times that the call to action was presented to the user). It is usually expressed as a percent.

How do you calculate Customer Acquisition Cost (CAC)?

CAC stands for Customer Acquisition Cost and is usually compared to a customers LTV (Life-Time Value for a customer) to understand if a particular acquisition tactic was profitable. Not to be confused with ROAS (Return On Ad Spend which only includes, as the name implies, ad spend), CAC represents all marketing costs involved with an […]

Where can I find photos for my landing page?

Beyond taking the photos yourself, or buying stock photos from places like Getty Images (which can be quite expensive), you can find a strong selection from Unsplash. You can download the photos for free but they ask that you optionally give credit to the photographer in exchange. Be mindful that property and model releases typically […]

How long should I let my test run?

Theoretically you should generally calculate the sample size you need prior to running a test and run it for only that long. No longer. No shorter. Here are some of my favorite tools from Evan Miller. If you didn’t plan ahead, then run the test for at least one buyer-cycle or a reasonable timeframe to […]

How should I organize my growth team?

This is a common question, and the answer is usually on a case-by-case basis. The growth teams I’ve lead were typically a full-stack team consisting of growth, marketing, product, and analytics.  Note that you will likely need design resources as well. They’ll typically prioritize their own backlog – though in some organizations, the prioritization has […]