Aha moments are those magic moments when a user understands the value of your product, and is therefore more likely to become a loyal customer.  By understanding your product’s Aha moments you can optimise your product, marketing and onboarding experience to ensure that more people become loyal and sticky, thus reducing churn and improving growth. 

Attribution is essential to ensure that marketing is a revenue driver instead of a cost centre.  Even basic attribution data can immediately show you which channels in your marketing mix are working, allowing you to double down there, and which channels you should either improve or pause.  It’s also essential to give you a good sense of what you’re getting for your spend in different channels, allowing you to compare the number of leads / customers, cost per acquisition, and even lifetime value, from different channels. 

At its most basic customer economics means understanding what you can afford to pay to acquire each new customer, and what you can expect each customer to spend with your business. Get your customer economics right and you’re setting up your startup for long term success and profitability, get it wrong and you’re looking at failing very fast indeed.

Given tight resources and fierce competition generally start-ups need to focus on one key segment and win it. By targeting just one segment you can better focus your product, messaging and marketing strategy on the needs of that segment, giving yourself a better chance of success.

Pricing is one of the toughest decisions for many startup founders. Often it feels like complete guesswork but it doesn’t have to be this way. There is a systematic way to choose a price and maximise profits for your startup.

Improving your conversion rate with CRO, or conversion rate optimisation, can help you to improve the return on investment (ROI) of your overall acquisition spend, by making it easier for each user acquired to achieve the desired goal.

For viral to work best marketing and product need to work together and encapsulate sharing in all aspects of the product from the very beginning. Viral isn’t something you can easily add retroactively, so to take best advantage of this powerful marketing channel think about it early and often and make it a part of your product’s DNA.

AB testing, also known as split testing, brings some science to the practice of marketing. Essentially AB testing involves making small incremental changes, one at a time, so that you can see what impact these changes will have on conversion, click through rates, sales or other targets.