Growth Marketing Accelerator: Program Management Guide

1. Program Introduction & Benefits

This 4-month intensive training program is designed to equip entrepreneurs and startup teams with the actionable frameworks, data-driven mindset, and execution skills necessary to build a scalable growth marketing engine. The program moves beyond theory, focusing on the application of proven methodologies like Lean Startup and the AARRR funnel through hands-on projects, enabling participants to launch, test, and optimize channel strategies with limited resources.

Strategic Benefits for Entrepreneurs & Startups:

• Actionable Strategy Development: Transition from marketing uncertainty to a validated, multi-channel growth playbook tailored to your specific business and customer journey.
• Data-Driven Decision Making: Cultivate a metrics-first mindset, learning to use cohort analysis, KPIs, and experiment frameworks (ICE) to prioritize efforts and prove ROI.
• Cost-Effective Experimentation: Master zero/low-cost acquisition tactics and rapid testing cycles to achieve traction without significant upfront ad spend or hiring.
• Peer Network & Collaborative Learning: Leverage the 70-20-10 model, gaining insights and accountability through structured peer feedback, workshops, and shared challenges.
• De-Risked Scaling Pathway: Systematically progress from foundational analysis to execution and optimization, building towards a scalable plan with clear forecasting to attract further investment or internal buy-in.

2. Program Expansion Strategy

Evaluation: This is a Training Program, not a Mentorship or Coaching program. The primary goal is to create growth marketing foundations and channel strategy. While the project-based and peer-learning components are strong, a supplemental structured Mentorship layer would significantly enhance outcomes by providing personalized guidance, accountability, and real-world experience.

Proposed Mentorship Addition:

• Value Added: Entrepreneurs often struggle with applying generic frameworks to their unique context. Adding mentors—experienced growth marketers or successful founders—provides tailored problem-solving, helps navigate execution roadblocks, and offers industry-specific insights that accelerate learning and application. This directly addresses challenges like "Overwhelm from Channel Overload" and "Lack of Data-Driven Mindset."
• Implementation Note: Integrate a 1:1 mentor matching component. Mentors commit to bi-weekly 30-minute check-ins with their assigned participant(s) for the program duration. Focus these sessions on reviewing experiment dashboards, refining the growth playbook, and strategic advice. This layer complements the core training without redesigning the entire program structure.

3. Implementation Roadmap

Launch Phase Checklist

1. Program Design Finalization: Structure the 16-week curriculum around the 4 Actionable Content Pillars, aligning workshops and assignments with the 4 Key Milestones.
2. Participant Onboarding: Recruit cohort (10-20 ideal). Conduct pre-program surveys to baseline KPIs, business stage, and growth challenges. Onboard via a kickoff webinar explaining the 70-20-10 model, milestone expectations, and tool access.
3. Mentor Recruitment & Training: Recruit 5-10 qualified mentors. Provide a concise training module on the program's frameworks (AARRR, ICE) and their advisory role.
4. Content & Platform Setup: Load all core curriculum (video lessons, templates, playbooks) into the chosen LMS. Set up communication channels (e.g., in Internal Social Network).
5. Kickoff: Officially launch with an interactive session focusing on "Growth Foundations & Frameworks" and initial playbook drafting.

Tracking & Operations

• Weekly Cadence: Deliver core content modules via the LMS. Host a live workshop or Q&A session related to the weekly topic.
• Bi-Weekly Cadence: Facilitate peer review sessions for project deliverables. Trigger reminders for mentor/mentee check-ins.
• Milestone Reviews: At the end of each month, host a "Progress Sprint" where participants present their milestone deliverable (e.g., playbook draft, experiment dashboard) for structured peer and facilitator feedback.
• Communication Hub: Use an Internal Social Network for daily cohort communication, resource sharing, and community building, fostering the 20% peer learning component.

Success Measurement

• Quantitative KPIs:
  • Participant Completion Rate: Target >85%.
  • Experiment Velocity: Average of 5+ documented A/B tests run per participant.
  • Business Impact: >70% of participants report acquiring 10+ new customers or 2x traffic growth.
  • Program NPS: Measure >70 at program conclusion.
• Qualitative KPIs & Feedback:
  • Deliverable Quality: Score final growth playbooks using a rubric (feasibility, data-integration, projection clarity) target >8/10 average.
  • Mentor Feedback Surveys: Gather insights on participant progress and program alignment.
  • Post-Program Cohort Analysis: Survey participants 3 months post-graduation on sustained implementation of strategies.

4. Approved Tools List

• LMS (Learning Management System): Primary Tool. This is non-negotiable for a structured, 4-month training program. It will host all video content, written modules, templates (playbooks, experiment logs), and quizzes. It enables structured progression tracking, milestone submission, and centralized content access.
• Internal Social Network: Secondary Tool. Critical for fostering the community and peer-learning (20% of the 70-20-10 model) essential for entrepreneurs. It will serve as the main forum for Q&A, cohort interaction, informal feedback, and networking, creating a supportive ecosystem.
• Onboarding Platform: Supplementary Tool. To be used specifically for the initial participant and mentor onboarding sequence. It can efficiently deliver welcome information, tool logins, pre-work surveys, and schedule integration, ensuring a smooth, professional start.

Justification: Mentorship/Coaching Software is not selected as the primary driver, though its features could be replicated within the LMS and Social Network for the supplemental mentorship layer. ERG and Personality Test tools are not aligned with the core technical and strategic goals of this program.

5. Resource & Content Library

General Program Content

• Module 1: Growth Foundations
  • Video: "From Traditional to Growth Marketing: The Mindset Shift"
  • Guide: "Mapping Your AARRR Funnel: A Step-by-Step Template"
  • Workshop: "Defining Your North Star Metric & Key KPIs"
  • Template: "Growth Playbook v1.0 - Goals & Funnel Map"
• Module 2: Acquisition Channels
  • Video Library: "Deep Dives on SEO, Paid Social, and Referral Loops"
  • Guide: "The NPOT/ICE Framework: Prioritizing Your Channel Mix"
  • Template: "Channel Experiment Log & Budget Tracker"
  • Case Study: "How Startup X Scaled with Zero-Cost Acquisition"
• Module 3: Experimentation & Optimization
  • Video: "Designing statistically valid A/B Tests on a Budget"
  • Workshop: "Building a Cohort Analysis Dashboard in Spreadsheets"
  • Guide: "Optimizing Conversion Funnels: From Activation to Retention"
  • Template: "Experiment Results Summary & Scale Decision Matrix"
• Module 4: Scaling & Execution
  • Video: "Building Your First Growth Team: Roles & Processes"
  • Guide: "From Experiments to Forecast: Modeling Revenue Impact"
  • Template: "Final Growth Playbook v2.0 - Integrated Strategy"
  • Workshop: "Pitching Your Growth Plan to Investors/Executives"

Supplemental Mentoring Content Table

To support mentors in providing effective guidance for this technical program, the following soft-skills and procedural content is recommended.

Content Title	Format	Purpose
Mentor Guide: The GROW Model for Growth Conversations	PDF Guide	Provides a simple coaching framework (Goal, Reality, Options, Will) to structure bi-weekly check-ins, keeping them focused and actionable.
Giving Feedback on Data & Experiments	Short Video	Guides mentors on how to critique experiment design and data interpretation constructively, fostering a data-driven mindset in mentees.
Active Listening for Technical Founders	Article/Checklist	Helps mentors identify unstated challenges or assumptions behind a founder's strategic questions, leading to more insightful advice.
Mentor Onboarding: Program Frameworks Refresher	Micro-learning Module	A quick recap of the AARRR and ICE frameworks used in the core program, ensuring mentor alignment with the taught methodologies.
Navigating Founder Urgency vs. Strategic Patience	Case Study & Discussion Points	Equips mentors to help entrepreneurs balance the need for quick wins with the discipline of validated learning.