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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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Existing Users100014602078290935224197491756436557774693391153414508
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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 Cohort50073010391455176120992459282132783873
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Paying Users200240301390516666843104712771541185122252690
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Existing "providers"100127163211276358461589746938117514681833
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Marketing / Sales Growth Loop

User conversions into paid, capital invested into driving marketing or sales based acquisition

(1) in picture		Existing Users who haven't paid80012201777251930063531407445965280620574889309
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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 Users406189126150177204230264310374465
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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 acquisition50%50%50%50%50%50%50%50%50%50%50%50%
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New Marketing/Sales Spend€ 46.000€ 70.150€ 102.350€ 144.900€ 172.500€ 203.550€ 234.600€ 264.500€ 303.600€ 356.500€ 430.100€ 534.750
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Average CAC per User€ 700€ 700€ 700€ 700€ 700€ 700€ 700€ 700€ 700€ 700€ 700€ 700
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New users acquired via Marketing/Sales 66100146207246291335378434509614764
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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 Content2029,241,5658,1870,4483,9498,34112,85131,13154,92186,77230,685
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New Content Items Generated per Existing User111111111111
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New Content Items Generated2029,241,5658,1870,4483,9498,34112,85131,13154,92186,77230,685
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Total Content Items 2029,241,5658,1870,4483,9498,34112,85131,13154,92186,77230,685
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New Visitors per Content Item303030303030303030303030
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Total New Visitors6008761246,81745,42113,22518,22950,23385,53933,94647,65603,16920,55
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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 UGC2435,0449,87269,81684,528100,728118,008135,42157,356185,904224,124276,822
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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 loop5073103,9145,45176,1209,85245,85282,125327,825387,3466,925576,7125
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Average # of Viral loops Per User202020202020202020202020
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Total New Invitees10001460207829093522419749175642,56556,577469338,511534,25
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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 loops5073103,9145,45176,1209,85245,85282,125327,825387,3466,925576,7125
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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 Effect3003814896338281074138317672238281435254404
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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 Effect2029,241,5658,1870,4483,9498,34112,85131,13154,92186,77230,685
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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 Effect1014,620,7829,0935,2241,9749,1756,42565,56577,4693,385115,3425
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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 1721,5927,7135,8746,9260,8678,37100,13126,82159,46199,75249,56
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Total New users460618831111314051759218026753288405150176252
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Total New providers2736486582103128157192237293365
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Simplified Assumption: user loss only affects free users

Trajectory is either:
Free > Free
Free > Paying
Free > Loss

Definitions

Reach Conversion factor (UGC)

RCF = civ * cr

civ = the number of visitors generated by one content item

cr = the average conversion rate of visitors reached by the content item

K factor (virality)

K = i * c

i= The number of viral loops sent per user

c= The average conversion rate of each invite

Original Inspiration for this file was coming from Segments blog post available here: https://segment.com/academy/grow-using-data/identify-your-companys-growth-model/
In the inspiration post you can find alternative templates
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