The document outlines strategies for user acquisition and growth in startups, emphasizing the importance of speed, creativity, and data-driven marketing. It discusses building a growth engine through systematic planning, learning from others, and leveraging co-branded and social growth tactics. Key principles include maximizing core product value and iterating rapidly for progress.

1. VA L U E > G R O W T H >
E V E RY T H I N G E L S E
U S E R A C Q U I S I T I O N F O R S TA R T U P S

2. T Y L E R W I L L I S
O P E R A T I N G :
R A N G R O W T H A T I N V O LV E R ;
1 M I L L I O N C U S T O M E R S
!
A D V I S O RY:
G R O W T H A T B R A N C H O U T;
2 5 M I L L I O N U S E R S
!
G R O W T H A T H I R E D . C O M ;
$ 2 B I L L I O N I N J O B O F F E R S
!
C U R R E N T LY:
V P, U N I F I E D
A N G E L I N V E S T O R
!
U S E R A C Q . E M A I L L I S T
W I L L I S . T Y L E R @ G M A I L . C O M
S U B J E C T L I N E : G R O W 1 2 3

3. A G E N D A
• VALUE > GROWTH > EVERYTHING ELSE
• System Messaging
• Co-Branded Growth
• Co-Reg Path
• Social Reciprocation
• Speed Wins
• Agile Marketing (Plan, Sprint, Repeat)
• Be Data Driven
1. Do the right thing:
2. Build a growth engine
3. Tricks of the Trade

4. VA L U E > G R O W T H > E V E RY T H I N G
T H E H I P P O C R A T I C O A T H O F G R O W T H :

5. – C H A M AT H
We never talked about K-factor at Facebook once.
Not once. Tell me how I deliver Core Product Value
as often as possible.
A D D VA L U E :

6. S P E E D W I N S .
B U I L D I N G A G R O W T H E N G I N E :

7. L I S T C R E AT I V E O P T I O N S
B U I L D :

8. S P R I N T P L A N N I N G
B U I L D :

9. T E S T Y O U R H Y P O T H E S I S
B U I L D :

10. B E D ATA D R I V E N
B U I L D :

11. D O U B L E D O W N O N W I N S
B U I L D :

12. F O R M U L A S O F G R O W T H
• CREATING VALUE > GROWTH > EVERYTHING ELSE
• CHANNEL POTENTIAL =
audience size + desire for your product + longevity
• CREATIVITY + DATA = MARKETING
• ABILITY * ITERATIONS = PROGRESS
• SPEED IS THE KILLER APP.

13. T R I C K S O F T H E T R A D E
L E A R N F R O M O T H E R S :

14. S Y S T E M M E S S A G I N G
L E A R N :

15. C O - B R A N D E D G R O W T H
L E A R N :

16. C O - R E G PAT H
L E A R N :

17. S O C I A L R E C I P R O C AT I O N
L E A R N :

18. T H A N K Y O U
U S E R A C Q U I S I T I O N F O R
S TA R T U P S
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19. I M A G E C R E D I T S
• Do No Harm, Chamath
• Speed; List Creative Options; Test Hypothesis; Data;
• Tricks; Hired; Co-Brand; Co-Reg; Who’s Viewed