Word of Mouth Virality

Engineering Viral Growth: The Science Behind Word-of-Mouth

Yousuf Bhaijee

Word of Mouth Growth Advisor | ex-VP Growth @ Zynga, Disney

Learn the key indicators that determine if your product has the potential for scalable WoM-driven growth.

Identify if your product can scale Word of Mouth (WoM)

Master two proven frameworks—WoM Tipping Points & WoM Coefficient—to quantify and optimize organic acquisition.

Measure and track WoM impact effectively

Discover tactics and real live strategies that have been used to accelerate WoM acquisition.

Accelerate WoM Growth loops

See how WoM can improve growth forecasting.

Learn how to build WoM into your growth model

Is your app getting traction and showing the signs of a product-market fit? Do you have dozens of ideas, features, and marketing tactics to test now? During the course you'll discover the key concepts of product-led and marketing-led growth as well as ready-to-apply tactics that will help you grow your app business. You'll explore all the app marketing channels and PLG mechanisms worth focusing on and prioritize your work on them

Take a structured, full-funnel approach to growing your app's userbase & revenue

<ul><li>You'll examine the performance of your app across the whole funnel to see if it's ready to scale</li><li>You'll build a hierarchy of metrics and break down your goals to find the most impactful levers and growth opportunities</li><li>You'll define how to measure success and calculate the impact of various growth scenarios and marketing activities.</li></ul>

Your app is getting traction, now what?

<ul><li>Plan tactics to not only get a user to download your app but to also become active in it</li><li>What is good retention, how to measure it, and how to keep it moving forward</li><li>Will your product benefit from viral loops? Explore different types of virality, and ways to build them into your product</li></ul>

Activation, retention, virality, and their importance for sustainable app growth

<ul><li>Analyze all revenue-related metrics and find the parts of the revenue funnel with the highest impact</li><li>Plan and prioritize experiments aimed at increasing trial opt-ins, upgrades, renewals, or resurrecting paying customers</li><li>Review your pricing &amp; packaging strategy to make sure users get the value of your paid offer</li></ul>

Improve your app's monetization and LTV:CAC ratio for sustainable growth

<ul><li>Paid user acquisition on mobile: search ads, social media ads, influencer marketing, and others</li><li>Organic acquisition: ASO for AppStore and Google Play</li><li>How to test creatives in the everchanging landscape: the What and the How</li><li>Non-obvious tips for optimizing paid campaigns' performance</li></ul>

How to acquire new users: which channels to focus on

Course syllabus

We'll meet for live workshops at 17.00 - 18.30 CET. We'll go through the material, do light exercises in breakout rooms, and I'll answer all your pressing questions during the Q&amp;A at the end of each workshop.

Five live workshops

Throughout the whole course and after it's over I'll be answering all your questions in our Slack channel.

AMA / Q&A

In between workshops you'll be looking into data, your users' needs, and work on the strategy, tactics, and roadmap for growing your app. I'll be happy to give feedback on your projects!

Weekly projects

Course schedule

Founders (Seed-Series A/B) who want&nbsp;to learn the mechanics and design a winning strategy for scaling the app's revenue and acquisition

Paid UA, ASO, CRM experts trying to break into growth roles, build a holistic approach to marketing, and work closer with product teams

Product Managers who want to understand the value of marketing and approach growth not only through the lens of product features and UX 🚀

Marketing executives turning a mobile app into an extra revenue stream or transitioning from digital marketing into mobile 🎯

Other professionals working in app growth teams and interested in learning about app growth, user acquisition, retention, and monetization

This course is for:

During this course you will:

<ul><li>Break down your growth goals and KPIs into actionable metrics&nbsp;and measure the impact of moving each of them. </li><li>Assess the growth of your app and identify your biggest growth opportunities.</li></ul> Bonus: Templates for funnel analysis, scenario

Decide which parts of the app growth funnel and methods to focus on

<ul><li>Learn the paid and organic strategies to drive efficient user acquisition.</li><li>Apply the best practices, current trends (like UGC), and creative experimentation strategy.</li><li>Learn how to optimize the channels' performance in the post-IDFA era.</li></ul> Bonus: Channel matrix template

Develop your user acquisition strategy and define the marketing channels' mix

<ul><li>Examine the potential of viral and content loops for decreasing your CACs.</li><li>Review the state of your activation and retention to make sure they contribute to user and revenue growth.</li></ul> Bonus: Templates for engineering your product viral and referral loops

Dive into product-led growth and learn how to integrate additional growth loops into your app and power up your user acquisition

<ul><li>Build and prioritize a roadmap of monetization experiments to scale revenue.</li><li>Optimize your paywall, pricing, packaging, and discount strategy to increase conversion rates.</li><li>Apply top tactics for revenue growth.</li></ul> Bonus: Experiment launch and analysis templates, interview guides.

Maximize subscriber conversion, retention, and increase LTVs
 

Apply Product-led & Marketing-led Growth principles. No 'hacks' but a structured approach to growth by creating value for users and business

Ekaterina Gamsriegler

Cohort 7

Cohort 8

Are you stuck trying to move top-level KPIs - but can’t seem to make a lasting impact on the business?&nbsp; Are you trying to find examples of other companies trying similar initiatives - but can’t find proof points or pick the right growth lever to address the business opportunity?&nbsp; Do your current OKRs or goals feel esoteric and bespoke to the product or technology organization – but aren’t understood well by your business stakeholders?&nbsp; Is your team pushing you to move faster and launch – but you’re not confident on the launches having any actual impact?&nbsp; Is your team launching features that executives don’t approve of too late in the cycle – but you don’t know how to change that?&nbsp; Have you been working on it for a while—but still don’t have an actionable plan? Then this course was made for you—and now's the best time to break the patterns and drive revenue for your team and directly contribute to top-line growth. Join product managers from Uber, Google, Meta, Twilio, Tinder, Expedia and more that have taken the course and seen immediate impact in their career.&nbsp; We come across so many Product Managers every day who try hard to make a direct impact on revenue. But they stumble along the way, costing them a ton of time and opportunities.&nbsp; Don’t get us wrong. They are extremely talented. But they lack the guidance, frameworks, and tactics that could have saved them years and made their teams millions of dollars more.&nbsp; Meanwhile, the PMs with the right revenue growth tools, case studies, and frameworks fly right by them. They don’t stay stuck and just “pray” something changes. Just like them, if you had the right tools, case studies, and frameworks in your arsenal a year ago, you would have: ✅ Unlocked the growth levers in your product using real-world case studies as examples.✅ Confidently driven tangible, lasting, and repeatable impact quarter after quarter.&nbsp;✅ Gotten promoted as a result of your direct contribution to company revenues.&nbsp;✅ Built and gotten executive approval for a quarterly roadmap that significantly impacts your business revenue KPIs.✅ Figured out your revenue equation, through the inputs, the outputs, and the interaction of these variables. When you join, you will get access to:🎚️ 8 Growth Levers · 🚀 200+ Experiment Database · 🤖 AI Growth Copilot🎯 Litmus Framework · 🗞️ Newsletter · 📅 Personalized Guidance Each course will include: ↳ Direct access to Gaurav and Kunal ↳ 5.5 hours of live lessons and group feedback over 3 weeks↳ 2 hours of prep-work or assignments↳ 2 hour-long optional office hours↳ Personalized Loom Feedback based on Take-Home Submissions You should not join if:🛑 You are not interested in making roadmap or growth strategy changes in the next quarter🛑 You are not willing to commit at least 7 hours over the 3-week period🛑 You are unable to attend the 3 required live sessions

Your days of feeling stuck trying to move the business ends today. 

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Tuesdays & Thursdays

B2B and Marketplace Product Managers that want to crush their business outcomes

Product Managers who want to learn proven strategies to meet their revenue targets

Mid-Career Product Managers who want to learn better ways to build confidence and gain executive buy-in for a Growth Roadmap

Who is this course for

What you’ll get out of this course

💰 Identify your revenue equation to fully understand all the inputs that drive your business, the outputs you want to prioritize, and how these variables interact.

Deeper understanding of your product and its revenue equation

🤿 Deep dive into 20+ case studies of successful growth experiments to help you identify pitfalls and successes.📋 Get a standardized Litmus template to help you evaluate each product idea.🎚️ Learn 8 Growth Levers that can be applied to your own product.

Evaluate real case studies in live lessons

🤖 The Insider Growth Copilot will help you ideate and iterate using proven experiments from our database.🔁 Receive instant feedback from the Copilot, with your instructors always reviewing.

Use our AI Growth Copilot to evaluate your growth ideas

🎯 Learn the Litmus Framework to adjust your roadmap for making the best bets you can.☑️ Apply key strategies to get buy-in from key stakeholders.&nbsp;

Create a roadmap primed for executive buy-In

🚀 Get access to an exclusive database of 200+ experiments. 🧠 This invaluable resource provides you with a wealth of tested strategies and insights that you can immediately apply to your job.

Gain access to a proven experiment database

💡 Customized guidance and ideas to help you develop your roadmaps.📆 1:1 reviews for your Litmus Roadmap.

Personalized Guidance

Learn and apply 8 growth levers using a proven roadmap framework to boost your product's revenue next quarter with our growth copilot. 

Kunal Thadani

Head of Revenue Product @ Houzz

Gaurav Hardikar

VP Product @ HomeLight


Cohort 3

Cohort 4

Leveraging community as a growth channel requires a nuanced understanding of human behavior, scalable strategies, and a deep commitment to delivering value. This course will teach you how to build, grow, and scale a thriving community-led growth engine that delivers powerful, long term results: Increased Brand Loyalty: Consumers who feel a sense of belonging to a brand community are more likely to remain loyal to the brand over time. Emotional Connection: A strong community fosters emotional attachment, which can increase retention rates as people are less likely to switch to competitors. Influence of Social Proof: Community-driven consumers are much more likely to recommend the brand to others, reinforcing their own commitment and reducing churn. These recommendations also drive much lower marketing costs and higher conversion rates at the consideration phase. Resilience to Negative Experiences: Consumers embedded in a community are more forgiving, as they perceive a deeper relationship beyond mere transactional value. Why learn with me?I've been driving growth through user behavior for over a decade across multiple industries. I've gained critical insights about how to build user-led growth loops, ecosystem engagement and brand affinity.I've road-tested my strategies across multiple operator roles and organizations, and learned how to define what CLG should look like for each business, based on its unique model and goals.In this course, I'll equip you to do the same, for your specific use case. You'll leave this course with: A thorough understanding of CLG as a concept and strategyA wide variety of examples to pull from as you ideate on your own CLG approachSpecific feedback on your existing CLG plans, ideas, and questions

Supercharge your brand’s growth and retention through natural human behavior.

<ul><li>Overview of community-led growth tactics and strategies</li><li>Case studies of successful CLG implementations across B2B and B2C</li></ul>

Foundations of Community-Led Growth


<ul><li>Driving brand loyalty and community engagement</li><li>Psychological frameworks that prompt desired user actions</li></ul>

Leveraging User Psychology for Growth Loops


<ul><li>Community surfaces and types</li><li>Paid vs free community models</li><li>Software tools to support community growth</li></ul>

Implementation Strategies


<ul><li>We'll meet for 15 min to discuss your current problem set live, then you'll do some asynchronous work which I'll provide feedback on to help you make real progress</li></ul>

Your current problem set


What we'll cover:

Fundamentals of Community-Led Growth<ul><li>Overview of CLG tactics and strategies for user acquisition and retention</li><li>Case studies of successful community-led brands</li><li>Measuring success and results</li></ul>

Monday: Live session


Leveraging Psychology for Growth<ul><li>Tactics for brand loyalty and hype creation</li><li>Psychological frameworks for building engaged, sustainable community loops </li><li>Psychological frameworks for encouraging desired user actions</li></ul>

Tuesday: Live session


<ul><li>A 15 minute slot to discuss specific challenges and problem sets to you and your role, 1:1</li></ul>

Wednesday: Office hours


Implementation Strategies<ul><li>Community surfaces and types</li><li>Paid vs. free community models</li><li>Software tools to support community growth</li></ul>

Friday: Live session


<ul><li>Submit your plan or ideas for how to implement CLG in your work</li><li>Receive async feedback, ideas, and suggestions within a week</li></ul>

Week 2: Personalized feedback


Schedule

a marketer tasked with finding new growth channels and paths beyond paid media

a product builder thinking about creating growth loops and driving PLG

a growth owner who wants to harness to power of word of mouth to lower acquisition costs

This course is for you if you're...


You'll leave this course with:

Well-designed ommunity-led growth looks different for every brand and company. We'll review a variety of well-tested strategies across B2B, B2C, and B2B2C models in order to help you define what it could, and should, look like for yours based on your model and goals.

A clear understanding of how to integrate community-led strategies into user acquisition and retention efforts.

By studying a series of psychological frameworks and triggers, we can design our growth efforts to be multitudes more impactful and effective at driving our desired user actions. We'll dive into the ones most relevant to CLG motions, and analyze when and how to implement them.

Practical insights into leveraging psychological triggers to build loyalty and create buzz around your brand.

Community products are generally loss leaders for larger brands, but someties it does make sense to position them as an upsell or paid feature. We'll discuss the pros and cons of each approach, and how that might apply to the problems you're solving.

Actionable frameworks for deciding between paid and free community models.

Having the right tech stack is critical for CLG impact and success. I'll provide recommendations for tools to drive high quality user experience and the measurement and automation tools you'll need to scale sustainably,

A toolkit of recommended software and resources to scale your community initiatives.
 

Following our live sessions, you'll submit your own proposal for how to implement CLG into your work. I'll provide personalized feedback and suggestions to optimize outcomes and set yourself up for long term success.

Tactical feedback on your specific problem set and proposed solutions.

⚡ Get the tools, frameworks, psychological insights, and tactics to sustainably scale your CLG
👉 Create new, high ROI growth loops

Mallory Contois

5x startup operator @ Linkedin, Pinterest, Cameo, Metafy & Mercury

March cohort

Growth leaders and teams are expected to bring impactful results at high speed. However, in that high-paced environment, it's easy to get into a trap of constant local optimization. 👉 What is good for USER is good for BUSINESS. The biggest changes that drove product Growth for companies like Miro, Notion, Figma didn't happen due to local changes. These products combined both components: high-quality user experience and ethical PLG strategies. 📌 Growth teams face many challenges like: — Getting caught in a trap of local optimization and constant A/B testing with no impact?— How do we uncover new growth opportunities to impact Activation, Habit-forming, and Upgrades?— What behavioral principles can help create the most user-friendly and ethical solutions?— Finally, how do we receive a buy-in to implement meaningful product changes and drive Product-led Growth? I've been facing these challenges myself and collecting knowledge for years to address them. 📌 What prepared me to share this knowledge with you: 1.&nbsp;For 6+ years at Miro, I covered all parts of the Growth funnel holistically&nbsp;(Activation, Engagement, Monetisation, Community-led Growth).2. As a part of Growth Leadership at Miro, scaled from 1 Growth team (5 people) to a stream of 15 teams (170+ people).3. As a founder of Growthmates, collected knowledge directly from 20+ leaders from Notion, Canva, Dropbox, and4. As a Growth advisor, helped 10+ B2B and B2C companies in SaaS, Collaboration, Education, AI, and other sectors. 📌 What to expect on this course: ✦ Take an end-to-end look at 3 key Growth flows: Activation, Habit-forming, Upgrades ✦ Apply Behavioural science methods and uncover new opportunities through a user-centric approach ✦ Turn your ideas into roadmap by applying 5-step Growth Flow review and prioritisation framework 🎯 As a result — you will create a diverse roadmap that will translate your ideas into Quick Wins, Meaningful shifts, and Big bets that you can present and get a buy-in. 📕 Resources that you'll get as a part of the course:— 30+ product flows for Onboarding, Adoption, and Upgrade experience from Notion, Canva, Dropbox, and more— User Research Pack for Growth initiatives (Survey templates, Interview guides, and more)— Live time with Kate Syuma on sessions to receive feedback ——— ❗️ This course is NOT about abstract growth strategies. It's about real product examples, behavioral science knowledge, and PRACTICE that you can combine with your real work project. — Products that use only Sales-led model (course is about Product-led Growth)&nbsp;— Too early-stage products in the development phase (course is about your flows to analyse and improve).&nbsp;&nbsp;— If you want t learn deep Data analytics&nbsp;(course is more about Qualitative user-centric approach)

Create your Product-led growth roadmap — from Quick wins to Big bets.

📅 Join on Tuesdays for Live sessions

Bring your real growth challenge with Activation, Habit-forming, or Upgrades, and work on it by applying the frameworks shared in the course.

✏️ Work on your work-related projects during the week

Get feedback directly from me on Q&amp;A parts of live sessions, as well as from a small group of peers who are solving similar challenges — let's learn from each other!

🙌  Get feedback on your work

PMs and Product Designers working on Growth — apply frameworks and feedback to produce a roadmap to immediately take into work

"Growth team of one" — Founders and Product Leaders who drive several parts of growth simultaneously (Activation, Habit-forming, Upgrades)

Growth Marketers, User Researchers, and other Product members who want to deepen their knowledge of PLG practices and Behavioural psychology

You will create a draft of the roadmap and will apply the "3 types of initiatives" framework to articulate the value of Product-led Growth and get stakeholders' buy-in.

Create a diverse growth roadmap to get buy-in

You will get feedback from me directly and like-minded peers on the growth flow you're working on.

Get direct feedback on Growth flows improvements

User-centricity requires understanding how people behave and make decisions. You'll get access to 30 main behavioral principles; we'll practice 3 Behavioral methods — all of which are complemented with real SaaS examples.

Practice key Behavioral psychology principles

You'll practice using my 5-step Growth Framework to take a helicopter view of one of the flows you'd like to excel in —activation, Habit-forming, or paths to Upgrade. After the course, you'll learn how to incorporate this approach into your work.

Take an end-to-end look at 3 key Growth flows: Activation, Habit forming, Upgrade

For your Project work, you will apply this knowledge on 3-5 critical steps of the flows by combining Growth frameworks and Behavioural science.

Uncover new changes to impact Activation, Habit-forming, Upgrades

To inform your roadmap, you'll get 30+ flows of Onboarding, Habit forming, and Upgrade examples from the best B2B and B2C SaaS, learning how they address Activation, Habit-forming, and Upgrade experience.

🎁 Access to 30+ Growth flows visual base with best practices

Combine behavioral science and proven growth strategies to create a diverse roadmap, get buy-in, and drive impact with high quality.

Lightning Lessons

Engineering Viral Growth: The Science Behind Word-of-Mouth