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Note that this template has been presented first in this article and subsequently updated and released in this article.
It comes along with the Growth Model Canvas Draft 0.1.
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Growth Model Template SourceBoundaryless SRL, Creators of The Platform Design ToolkitVideo Explainer
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Growth Model Template License
Creative Commons Share Alike
Note that we're assuming that the content originally shared on Segments blog post available here was shared in the public domain
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CohortsMonth 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10Month 11Month 12Month 13
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Active users200339555876129118772703387055257882112251597822733
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Baseline 3 months retention for Users 50%50%50%50%50%50%50%50%50%50%50%50%50%
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Loss of users from -3 months Cohort70108161242347494705100114252024
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Paying Users200200207224257309387503671914126217602471
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Existing "providers"10142029436392135197286413595856
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LTV/CAC/PAYBACKExisting Users who haven't paid0139348652103415682316336748546968996314218
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% of Existing Users Convert to Paying5%5%5%5%5%5%5%5%5%5%5%5%
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New Paying Users0717335278116168243348498711
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Average LTV per User€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000€ 3.000
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% of LTV invested in Customer Acquisition50%50%50%50%50%50%50%50%50%50%50%50%
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New Total Budget available for Customer acquisition€ 0€ 10.500€ 25.500€ 49.500€ 78.000€ 117.000€ 174.000€ 252.000€ 364.500€ 522.000€ 747.000€ 1.066.500
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Channel Name% of total budget invested in Channel60%60%60%60%60%60%60%60%60%60%60%60%
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SalesAverage CAC per User per Channel€ 200€ 200€ 200€ 200€ 200€ 200€ 200€ 200€ 200€ 200€ 200€ 200
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New users acquired via Channel032771492343515227561094156622413200
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Channel Name% of total budget invested in Channel5%5%5%5%5%5%5%5%5%5%5%5%
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MarketingNew Spend€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0
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Average CAC per User per Channel€ 250€ 250€ 250€ 250€ 250€ 250€ 250€ 250€ 250€ 250€ 250€ 250
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New users acquired via Channel025101623355073104149213
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Channel Name% of total budget invested in Channel10%10%10%10%10%10%10%10%10%10%10%10%
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Paid AdsNew Spend€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0€ 0
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Average CAC per User per Channel€ 340€ 340€ 340€ 340€ 340€ 340€ 340€ 340€ 340€ 340€ 340€ 340
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New users acquired via Channel0381523345174107154220314
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Channel Name% of total budget invested in Channel5%5%5%5%5%5%5%5%5%5%5%5%
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InfluencersNew Spend€ 0€ 910€ 2.210€ 4.290€ 6.760€ 10.140€ 15.080€ 21.840€ 31.590€ 45.240€ 64.740€ 92.430
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Average CAC per User per Channel€ 400€ 400€ 400€ 400€ 400€ 400€ 400€ 400€ 400€ 400€ 400€ 400
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New users acquired via Channel013610152232466593133
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VIRAL and User Generated Content Growth Loops

User actions related acquisition (UGC and Virality)

(2) in picture		% of Existing Users Generating Content2%2%2%2%2%2%2%2%2%2%2%2%
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Existing Users Generating Content47111826385477111158225320
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New Content Items Generated per Existing User111111111111
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New Content Items Generated47111826385477111158225320
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Total Content Items 4112239651031572343455027271046
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New Visitors per Content Item303030303030303030303030
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Total New Visitors1203236561182195630824704702610341150702180531392
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% of Visitors Sign Up4%4%4%4%4%4%4%4%4%4%4%4%
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RCF factor1,21,21,21,21,21,21,21,21,21,21,21,2
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Total New Users from UGC5132647781231882814146038721256
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% of Existing Users Inviting Friends5%5%5%5%5%5%5%5%5%5%5%5%
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Existing Users Generating a Viral loop101728446594135194276394561799
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Average # of Viral loops Per User202020202020202020202020
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Total New Invitees2003395558761291187727033870552578821122515978
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% of Invitees Convert to Users5%5%5%5%5%5%5%5%5%5%5%5%
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K factor111111111111
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Total New Users from Viral loops101728446594135194276394561799
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Organic acquisition% of LTV invested in Content Marketing and SEO3%3%3%3%3%3%3%3%3%3%3%3%
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New Content Marketing and SEO spend€ 0€ 546€ 1.326€ 2.574€ 4.056€ 6.084€ 9.048€ 13.104€ 18.954€ 27.144€ 38.844€ 55.458
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Baseline Organic Visitors300033003465363838204011421244224643487651195375
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Content Marketing and SEO growth impact Month Over Month10%5%5%5%5%5%5%5%5%5%5%5%
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% of Organic Visitors Sign Up3%3%3%3%3%3%3%3%3%3%3%3%
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Total New Users from Organic acquisition9099104109115120126133139146154161
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Marketplace/Platform Flywheel effect Growth Loop

General value perceived improves through network effects, direct or cross-side network effects…)

(3) in picture		Users GROWTH DYNAMICS
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Provider-to-user Cross-Side Effect
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New users per provider333333333333
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New users Total from Provider-to-user Cross-Side Effect3042608712918927640559185812391785
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Users Same-Side Effect
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New users per Existing users0,020,020,020,020,020,020,020,020,020,020,020,02
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New users Total from Users Same-Side Effect47111826385477111158225320
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Providers GROWTH DYNAMICS
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User-to-provider Cross-Side Effect
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New providers per user 0,010,010,010,010,010,010,010,010,010,010,010,01
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New providers Total from User-to-provider Cross-Side Effect2369131927395579112160
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Provider Same-Side Effect
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New providers per Existing provider 0,170,170,170,170,170,170,170,170,170,170,170,17
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New providers from Provider Same-Side Effect 22357111623334970101
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Total New users139216321484694987140920022850404857548180
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Total New providers469142029436289127182261
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