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TTRUMPPSS 
19 
CHANNELS 
FOR GROWTH 
EEVVEERYYTTHIING
Traction Trumps Everything 
A startup is a company designed to 
grow fast...The only essential thing is 
growth. Everything else we associate 
with startups follows from growth. 
– Paul Graham 
‘‘ ‘‘ 
Get 
‘‘ 
‘‘ 
Traction is growth. The pursuit of 
traction is what defines a startup. 
– Traction Book
Most Startups End in Failure 
Almost every failed startup 
has a product. 
What failed startups don’t 
have are enough customers. 
– Traction Book 
Get 
‘‘ 
‘‘
You Need a Traction Strategy 
The #1 reason that we pass on 
entrepreneurs we’d otherwise 
like to back, is their focusing on 
product to the exclusion of 
everything else. 
– Marc Andreessen 
Get 
‘‘ 
‘‘
Find Your Traction Channel 
If you can get even a single 
distribution channel to work, you 
have a great business. 
If you try for several but don’t 
nail one, you’re finished. So it’s worth 
thinking really hard about finding the 
single best distribution channel. 
– Peter Thiel 
Get 
‘‘ 
‘‘
You Need To Give Traction 
Attention 
The biggest mistake startups make when 
trying to get traction is failing to pursue 
traction in parallel with product development. 
Traction and product development are of equal 
importance and should each get about half your 
attention. This is what we call the 50% RULE: 
Get 
‘‘ 
Spend 50% of your time on product 
and 50% on traction. 
– Traction Book 
‘‘
Startups Get Traction Through 
19 Different Channels 
We interviewed more 
than forty successful 
founders to educate 
you on these 
channels. 
Get 
40+ Interviews
Viral Marketing 
Get your users to market 
for you. 
Companies that have used this channel successfully: 
Get 
CHANNEL 01
Public Relations (PR) 
Get your name out there 
via traditional media. 
Companies that have used this channel successfully: 
Get 
CHANNEL 02
Unconventional PR 
Do stunts and treat your 
customers outrageously well, 
and word will spread. 
Companies that have used this channel successfully: 
Get 
CHANNEL 03
Search Engine Marketing 
Reach hundreds of millions of 
people by advertising on 
search engines. 
Companies that have used this channel successfully: 
Get 
CHANNEL 04
Social and Display Ads 
Advertise on social media 
and websites to reach millions 
of potential customers. 
Companies that have used this channel successfully: 
Get 
CHANNEL 05
CHANNEL 06 
Reach customers offline 
via TV, Radio and Print 
advertising. 
Companies that have used this channel successfully: 
Get 
Offline Ads
CHANNEL 07 
Search Engine 
Optimization (SEO) 
Get to the top of search engines. 
Companies that have used this channel successfully: 
Get
Content Marketing 
Use your blog to educate and 
reach customers. 
Companies that have used this channel successfully: 
Get 
CHANNEL 08
Email Marketing 
Reach and convert 
your prospects with 
targeted emails. 
Companies that have used this channel successfully: 
Get 
CHANNEL 09
Engineering as Marketing 
Use engineering resources 
to build tools that acquire 
customers. 
Companies that have used this channel successfully: 
Get 
CHANNEL 10
Targeting Blogs 
Target popular blogs to reach 
new audiences. 
Companies that have used this channel successfully: 
Get 
CHANNEL 11
Business Development 
Use partnerships to acquire 
millions of customers. 
Companies that have used this channel successfully: 
Get 
CHANNEL 12
CHANNEL 13 
Sell your product to enterprises 
and other customers. 
Companies that have used this channel successfully: 
Get 
Sales
Affiliate Programs 
Get affiliates to sell your 
product for you. 
Companies that have used this channel successfully: 
Get 
CHANNEL 14
Existing Platforms 
Tie your growth to a larger 
platform like Facebook, 
Pinterest or the App Store. 
Companies that have used this channel successfully: 
Get 
CHANNEL 15
Trade Shows 
Get customers and partners 
by participating in industry 
trade shows. 
Companies that have used this channel successfully: 
Get 
CHANNEL 16
Offline Events 
Create an event to bring 
customers to you. 
Companies that have used this channel successfully: 
Get 
CHANNEL 17
Speaking Engagements 
Give speeches to groups of 
potential customers. 
Companies that have used this channel successfully: 
Get 
CHANNEL 18
Community Building 
Build a community around your 
company or product. 
Companies that have used this channel successfully: 
Get 
CHANNEL 19
19 Traction Channels: 
Viral Marketing 
Public Relations (PR) 
Unconventional PR 
Search Engine Marketing (SEM) 
Social and Display Ads 
Offline Ads 
Search Engine Optimization (SEO) 
Content Marketing 
Email Marketing 
Engineering as Marketing 
Get 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
Target Market Blogs 
Business Development (BD) 
Sales 
Affiliate Programs 
Existing Platforms 
Trade Shows 
Offline Events 
Speaking Engagements 
Community Building 
11 
12 
13 
14 
15 
16 
17 
18 
19
Traction Book provides startup 
founders and employees with the 
framework successful companies 
have used to find their distribution 
channels and get traction. 
We developed this framework with the help of the founders behind 
several of the biggest companies and organizations in the world: 
Jimmy Wales Alexis Ohanian Paul English Alex Pachikov 
Get
A STARTUP GUIDE TO 
GETTING CUSTOMERS 
Get the Book! 
GET THE BOOK 
Learn The Actionable Framework 
You Can Use to Get Traction

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19 Ways Growth Hackers Acquire Customers

  • 1. TTRUMPPSS 19 CHANNELS FOR GROWTH EEVVEERYYTTHIING
  • 2. Traction Trumps Everything A startup is a company designed to grow fast...The only essential thing is growth. Everything else we associate with startups follows from growth. – Paul Graham ‘‘ ‘‘ Get ‘‘ ‘‘ Traction is growth. The pursuit of traction is what defines a startup. – Traction Book
  • 3. Most Startups End in Failure Almost every failed startup has a product. What failed startups don’t have are enough customers. – Traction Book Get ‘‘ ‘‘
  • 4. You Need a Traction Strategy The #1 reason that we pass on entrepreneurs we’d otherwise like to back, is their focusing on product to the exclusion of everything else. – Marc Andreessen Get ‘‘ ‘‘
  • 5. Find Your Traction Channel If you can get even a single distribution channel to work, you have a great business. If you try for several but don’t nail one, you’re finished. So it’s worth thinking really hard about finding the single best distribution channel. – Peter Thiel Get ‘‘ ‘‘
  • 6. You Need To Give Traction Attention The biggest mistake startups make when trying to get traction is failing to pursue traction in parallel with product development. Traction and product development are of equal importance and should each get about half your attention. This is what we call the 50% RULE: Get ‘‘ Spend 50% of your time on product and 50% on traction. – Traction Book ‘‘
  • 7. Startups Get Traction Through 19 Different Channels We interviewed more than forty successful founders to educate you on these channels. Get 40+ Interviews
  • 8. Viral Marketing Get your users to market for you. Companies that have used this channel successfully: Get CHANNEL 01
  • 9. Public Relations (PR) Get your name out there via traditional media. Companies that have used this channel successfully: Get CHANNEL 02
  • 10. Unconventional PR Do stunts and treat your customers outrageously well, and word will spread. Companies that have used this channel successfully: Get CHANNEL 03
  • 11. Search Engine Marketing Reach hundreds of millions of people by advertising on search engines. Companies that have used this channel successfully: Get CHANNEL 04
  • 12. Social and Display Ads Advertise on social media and websites to reach millions of potential customers. Companies that have used this channel successfully: Get CHANNEL 05
  • 13. CHANNEL 06 Reach customers offline via TV, Radio and Print advertising. Companies that have used this channel successfully: Get Offline Ads
  • 14. CHANNEL 07 Search Engine Optimization (SEO) Get to the top of search engines. Companies that have used this channel successfully: Get
  • 15. Content Marketing Use your blog to educate and reach customers. Companies that have used this channel successfully: Get CHANNEL 08
  • 16. Email Marketing Reach and convert your prospects with targeted emails. Companies that have used this channel successfully: Get CHANNEL 09
  • 17. Engineering as Marketing Use engineering resources to build tools that acquire customers. Companies that have used this channel successfully: Get CHANNEL 10
  • 18. Targeting Blogs Target popular blogs to reach new audiences. Companies that have used this channel successfully: Get CHANNEL 11
  • 19. Business Development Use partnerships to acquire millions of customers. Companies that have used this channel successfully: Get CHANNEL 12
  • 20. CHANNEL 13 Sell your product to enterprises and other customers. Companies that have used this channel successfully: Get Sales
  • 21. Affiliate Programs Get affiliates to sell your product for you. Companies that have used this channel successfully: Get CHANNEL 14
  • 22. Existing Platforms Tie your growth to a larger platform like Facebook, Pinterest or the App Store. Companies that have used this channel successfully: Get CHANNEL 15
  • 23. Trade Shows Get customers and partners by participating in industry trade shows. Companies that have used this channel successfully: Get CHANNEL 16
  • 24. Offline Events Create an event to bring customers to you. Companies that have used this channel successfully: Get CHANNEL 17
  • 25. Speaking Engagements Give speeches to groups of potential customers. Companies that have used this channel successfully: Get CHANNEL 18
  • 26. Community Building Build a community around your company or product. Companies that have used this channel successfully: Get CHANNEL 19
  • 27. 19 Traction Channels: Viral Marketing Public Relations (PR) Unconventional PR Search Engine Marketing (SEM) Social and Display Ads Offline Ads Search Engine Optimization (SEO) Content Marketing Email Marketing Engineering as Marketing Get 1 2 3 4 5 6 7 8 9 10 Target Market Blogs Business Development (BD) Sales Affiliate Programs Existing Platforms Trade Shows Offline Events Speaking Engagements Community Building 11 12 13 14 15 16 17 18 19
  • 28. Traction Book provides startup founders and employees with the framework successful companies have used to find their distribution channels and get traction. We developed this framework with the help of the founders behind several of the biggest companies and organizations in the world: Jimmy Wales Alexis Ohanian Paul English Alex Pachikov Get
  • 29. A STARTUP GUIDE TO GETTING CUSTOMERS Get the Book! GET THE BOOK Learn The Actionable Framework You Can Use to Get Traction