First, you'll select your program path. A tailored plan that will guide you through the program based on your company stage and product type. There are six paths for startups in the traction stage (you need to acquire your first customers), as well as those in the growth stage (you're ready to pursue high-scale channels).

Then you'll breeze through quick, actionable frameworks to build a solid foundation as a growth leader. You'll reverse engineer how your product actually grows, and learn how to take a systematic and holistic approach to growth.

Most people think growth is all about marketing channels. But real growth happens at a more foundational level. This part of the program ensures your foundation is tightly aligned. You will:

- Intimately understand your market and ideal customer: Get inside their minds and understand how they think, the problems they face, and how your product uniquely serves them.

- Craft product messaging that cuts through the noise: Apply your market and customer research to nail your positioning. We'll take you through our process for developing authentic, concise value props and messaging that converts.

- Develop your brand: Most startups think brand is only for late-stage companies. Not so. You'll learn why investing in brand early can give you a massive advantage over the competition and serves as a critical growth amplifier.

- Optimize your pricing and revenue model: Countless startups are hindering their growth by using the wrong monetization strategy. You'll implement a strategy that perfectly aligns with your customers' needs, product, and marketing channels.

All the pieces are now in place to identify your optimal acquisition strategy. You'll learn how to evaluate and prioritize the best channels based on your specific goals and constraints while ensuring alignment with each component of your growth foundation.

It doesn't matter how great your acquisition strategy is, if you've got serious "leaks" in your funnel, it's going to be an uphill battle. That's why this part of the program helps you:

- Design a seamless onboarding experience to get new users to experience your product's core value.

- Write and design high-converting landing pages to maximize the performance of your acquisition channels.

- Develop your brand: Most startups think brand is only for late-stage companies. Not so. You'll learn why investing in brand early can give you a massive advantage over the competition and serves as a critical growth amplifier.

- Produce professional ad creatives that get clicks—for the right reasons.

- Implement an email marketing system that effortlessly moves leads through your funnel to purchase.

- Set up analytics and conversion tracking so you can accurately assess how your growth engine is performing and identify areas for improvement.

You'll get access to over 30 channel playbooks. Each playbook takes you step by step through the process of building, optimizing, and scaling the channel.

Don't worry, you won't be tackling all of these channels at once. Our goal is to help you identify the 1–2 highest‑ROI channels for you to focus on. But you'll have lifetime access to the playbooks so you can jump back into the program whenever you're ready to test new ones.

Learnings are the fuel that propels your growth engine. The more you understand your customers, the better equipped you'll be to build a product they love, craft messaging that resonates, and uncover new marketing channels to reach them. Channel learnings turn into a competitive advantage. Over time, your "bank" of learnings forms a compounding, defensible moat that enables you to win in the long term.

To generate these learnings, you need an experimentation system. In this part of the program, you'll get our playbooks on using research methods like user surveys, session recordings, and funnel analysis. And you'll follow our experimentation framework to turn insights into testable hypotheses, design growth experiments, and analyze your tests to extract those critical learnings.