Strategy & Growth terms

A short, memorable phrase that captures a brand's identity or main promise.

The defined group a marketing effort is designed to reach and influence.

The specific group of customers a business decides to focus its marketing on.

Running small experiments, measuring results, and applying what you learn.

The awareness stage where people first discover a brand or problem.

The total revenue possible if a product captured its entire relevant market.

The direct revenues and costs tied to a single unit, such as one customer or order.

Encouraging a customer to buy a higher tier or larger version of a product.

A cycle where each user invites others who then invite more, spreading use.

Content or campaigns designed to spread rapidly as people share them with others.

Encouraging customers to talk about and recommend a brand to others.