Defining your company’s growth using a model helps identify high leverage “inputs” (areas of your business that you have control over) that can amplify compounding growth over time. Additionally, these high impact growth models help you choose which metrics to measure—and set goals against—to get a clear understanding of your growth progress.

We’ll dive into four common models and show how to derive a set of high-signal metrics for each one:

• User generated content (e.g. Yelp, Stack Overflow, Genius)
• Viral invite loop (e.g. Venmo, Snapchat, Zynga)
• Paid acquisition (e.g. Handy, New Relic’s campaigns)
• Two-sided marketplaces (e.g. Uber, Lyft, Airbnb, Segment)

 

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