Pillar · Acquisition
Acquisition. Top of the funnel.
Channels, paid and organic, top-of-funnel growth — how compounding companies bring the first user in the door.
Acquisition · Essay forthcoming
Top of the funnel. Channels, paid and organic, top-of-funnel growth — how compounding companies bring the first user in the door. The full essay for this pillar is being written. In the meantime, the indexed studies and writing below sit underneath it.
Studies
Studies in this pillar. 26 indexed.
№ 01HubSpot's Inbound Marketing Flywheel — HubSpot.6M+monthly blog visitorsHubSpot№ 02Duolingo's TikTok-Fueled Growth — Duolingo.88MMAU (Q4 2023)Duolingo№ 03Airbnb's Craigslist Cross-Posting Hack — Airbnb.10xlisting growth (2009-2011)Airbnb№ 04Canva's Template-Driven SEO Engine — Canva.170M+monthly active usersCanva№ 05LinkedIn's Profile-as-SEO-Page Strategy — LinkedIn.900M+membersLinkedIn№ 06Calendly's Scheduling Link as Growth Loop — Calendly.10M+usersCalendly№ 07Zillow's Zestimate as SEO Moat — Zillow.220M+monthly unique usersZillow№ 08Loom's Shared Video as Acquisition Channel — Loom.25M+usersLoom№ 09Peloton's Content + Community Retention Flywheel — Peloton.92%12-month retention ratePeloton№ 10Twilio's Usage-Based Developer-First Pricing — Twilio.$3.8Brevenue (2023)Twilio№ 11MongoDB's Open-Source to Atlas Cloud Transition — MongoDB.$1.7Brevenue (FY 2024)MongoDB№ 12Morning Brew's Merch-Tiered Referral Program — Morning Brew.4M+subscribersMorning Brew№ 13Harry's Pre-Launch Waitlist Referral Campaign — Harry's.100Kemails in one weekHarry's№ 14Notion's Template Community as SEO Engine — Notion.100M+users (2024)Notion№ 15TikTok's Algorithm-First Growth Model — TikTok.1.5B+monthly active usersTikTok№ 16OpenAI's Token-Based API Pricing — OpenAI.$2B+annual revenue run-rate (2024)OpenAI№ 17Beehiiv's Built-In Referral System for Newsletters — Beehiiv.750K+newsletters on platformBeehiiv№ 18Ramp's Savings Transparency as Viral Engine — Ramp.$30B+annualized transaction volumeRamp№ 19Linear's Opinionated Design as Brand Engine — Linear.10K+companies using LinearLinear№ 20Midjourney's Discord-Only Distribution Strategy — Midjourney.16M+Discord server membersMidjourney№ 21Threads' Instagram Cross-Promotion Launch — Threads.100Msignups in 5 daysThreads№ 22Intercom's Messenger Widget as Acquisition Channel — Intercom.25K+paying customersIntercom№ 23Vercel's 'vercel' Command as Acquisition Hook — Vercel.3.5M+developers using VercelVercel№ 24Supabase's 'Open-Source Firebase' Positioning — Supabase.1M+databases createdSupabase№ 25ChatGPT's Viral Launch Without Marketing — OpenAI.100Musers in 2 monthsOpenAI№ 26Perplexity's Search Replacement Habit Formation — Perplexity.10M+monthly active usersPerplexity
Writing