

The Basics of Growth Marketing: User Acquisition
27 snips Mar 30, 2022
Andrew Chen, a general partner at Andreessen Horowitz and author of The Cold Start Problem, teams up with Jeff Jordan, also a general partner and experienced in scaling companies from OpenTable to Disney. They dive into how growth marketing has evolved, focusing on user acquisition strategies after achieving product-market fit. The duo analyzes the balance between paid and organic marketing, the significance of customer lifetime value (LTV) versus acquisition costs (CAC), and the mechanics of network effects in sustainable growth.
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Growth Requires Strategy
- Businesses don't grow themselves; entrepreneurs must actively drive growth.
- Growth isn't magical; it requires a deep understanding of acquisition, engagement, and retention.
Go Beyond Vanity Metrics
- Don't just look at top-level metrics like MAU (monthly active users).
- Go deeper and understand the drivers like new customer acquisition and costs.
Analyze Acquisition Sources
- Understand your acquisition sources, differentiating between organic and paid.
- Relying heavily on paid acquisition can be a sign of underlying issues.