Backlog+Pipeline (template)
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FOUNDERS GROWTH MACHINE
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growth.founders.as
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Introduction to Founders Growth Machine
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The chosen metrics and categories is what works for our startup, GoBox.
Through experimentation we have found that a rigid structure (putting things in predefined boxes) works better than a more flexible structure for us. Feel free to change to other metrics or categories as you see fit.

If you are not friends with Google Sheets don’t hesitate to just download the backlog and pipeline as excel sheets
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Three key principles:
1) Keep it simple
2) Apply rigorous discipline
3) Main purpose is to LEARN and become better


You can read the playbook on how to get started here: http://bit.ly/2DadmCZ
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How it works
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Step 1: All ideas in Backlog
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- Place all ideas for marketing experiments in the Backlog
- Define whether the experiment is to help “acquisition”, “awareness” or “other”
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Step 2: Define each experiment on (if acquisition-focused):
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- Channel
- Metric and its prediction
- Estm. outcome in terms customers
- Hours expected to use on the experiment (split into development/design related time and non-development/design related time)
- Expected cost directly related to the experiment
- Gut feeling on the likelihood of success with the experiment
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Step 3: Prepare promotion of idea to Pipeline
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- Promote an experiment to the Pipeline by writing an Experiment Document
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Step 4: Write Experiment Document (see templates)
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- Purpose - why is this experiment relevant?
- Hypothesis - what is expected to be the result of the experiment?
- Experiment design - how will the experiment be executed?
- Resource estimation and probability

- Results
- Learnings
- Action items
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Step 5: Promote idea to Pipeline
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- If still relevant to execute experiment place it in the Pipeline
- Be aware to whether the experiment address “acquisition”, “awareness” or “other”
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Step 6: Track experiments in Pipeline on (if acquisition-focused)
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- CAC - Customer Acquisition Cost
- Conversion rate (%)
- CPC - Cost-per-Click
- Results - in terms of number of customers
- Hours used on the experiment (split into development/design related time and non-development/design related time)
- Actual cost directly related to the experiment
- Previous stated gut feeling on the likelihood of success with the experiment
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Step 7: Update documents continuously
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- When an experiment is finished be disciplined about updating Pipeline and Experiment Documents and discussing results.
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Step 8: Understand WHY!
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- Be rigorous and take the time to understand the results of the experiments performed - no matter whether they were good or bad
- Most important is to LEARN from the experiments!
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CONTACT
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If you have any questions or feedback don’t hesitate to call or mail us.
We would love to chat about your experiences.
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Simon Sylvest
simon@founders.as
+45 31 65 27 64
Janni Pedersen
Janni@founders.as
+45 25 32 41 89
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_BlockspringConfiguration
Intro to Founders Growth Machine
Backlog
Pipeline