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Build a growth marketing strategy for a startup, focusing on brand awareness, customer acquisition and retention through data-driven tactics and innovative campaigns.
In this project, you'll imagine you are in the role of a Growth Marketer to develop a growth marketing strategy playbook designed for a tech startup. This playbook will outline actionable strategies for customer acquisition, engagement, and retention, as well as brand-building tactics. Under the guidance of an experienced industry expert, you'll explore tools, channels, and techniques to craft a scalable and effective growth strategy. The playbook will serve as a valuable asset for any startup aiming to accelerate its growth while making the most of its resources.
Kick off the project by exploring the basics of growth marketing. Learn about its relevance for startups and discuss the expectations for creating a growth marketing playbook.
Dive into the specifics of the startup environment. Identify key business goals, challenges, and opportunities for growth. Begin researching the target audience and market dynamics.
Define the key stages of the growth funnel: acquisition, activation, retention, revenue, and referral. Understand how each stage contributes to overall growth and identify areas for optimization.
Focus on the most effective acquisition and retention channels for the startup. Explore growth tactics like paid advertising, organic content, email marketing, partnerships, and product-driven growth strategies.
Establish measurable goals for the growth playbook. Learn how to set and track key performance indicators (KPIs) for different growth strategies and evaluate their impact on the funnel.
Begin drafting the growth marketing playbook. Collaboratively structure actionable sections, such as audience research, funnel analysis, channel strategies, and metric tracking, into a cohesive document.
Polish the playbook with feedback and attention to detail. Include visuals, concise summaries, and startup-specific recommendations to ensure it's professional and actionable.
Present the completed playbook to the group in a simulated pitch session. Practice communicating growth strategies and justifying your decisions to a leadership team.
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Mathilde Øllgaard-Ussing is a Business Management Build Fellow at Open Avenues Foundation, where she works with students leading projects in business management.
Mathilde is the Head of Marketing at koodos labs, where she focuses on designing, launching and executing growth marketing strategies alongside her team.
Mathilde has over 5 years of experience in the marketing field. She has previously worked at BeReal (most downloaded app in 2021) and at EF Education First.
She holds a Bachelor degree in Business Management from the University of Warwick.
A fun fact about Mathilde is that she loves to travel - in 2024, she was on a plane every 4 days in average.