# Growth Plan

> Pick channels for the current stage, budget and team; output a 90-day plan with owners, targets and kill criteria. Use when designing 90-day growth plans, GTM strategy, or channel roadmaps.

- Skill: `poorvith-mp/growth-plan` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add poorvith-mp/growth-plan`
- Raw SKILL.md: https://api.skillmd.com/api/skills/poorvith-mp/growth-plan/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: poorvith-mp (https://skillmd.com/u/poorvith-mp)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/poorvith-mp/growth-plan

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# Growth Plan

A growth plan is an executable 90-day operating roadmap that allocates capital, engineering, and creative resources against validated acquisition and retention levers. Strategic growth planning establishes stage-appropriate channel selection, models predictable revenue trajectories, assigns single-owner accountability, and enforces explicit kill criteria for failing initiatives.

## 1. Stage-Appropriate Channel Selection Matrix

Never attempt to execute 10 marketing channels simultaneously. Focus exclusively on 2 core channels matched to company maturity:

| Company Stage | Primary Objective | Priority Channel 1 | Priority Channel 2 | Channels to Avoid |
|---|---|---|---|---|
| **Pre-PMF / Seed ($0 – $20k MRR)** | Founder discovery, message validation | Direct cold outreach & 1-on-1 networking | Founder-led community & social building | Paid ads, programmatic SEO, PR agencies |
| **Early Scale ($20k – $100k MRR)** | Repeatable unit economics, predictable engine | Organic search & content topic clusters | Targeted search ads or outbound cadences | Broad brand sponsorships, TV, billboards |
| **Scaling ($100k+ MRR)** | Market expansion, channel diversification | Paid social / paid search scale | Partner ecosystems & programmatic distribution | Unattributed vanity marketing |

## 2. The 90-Day Execution Roadmap (The 30-60-90 Framework)
Structure growth sprints into 30-day operational blocks:
- **Days 1–30 (Foundation & Instrumentation)**:
  - Finalize tracking schema; verify server-side conversion tags.
  - Run customer interviews; extract voice-of-customer pain vocabulary.
  - Audit existing funnel drop-offs; deploy quick-win onboarding improvements.
- **Days 31–60 (Channel Testing & Creative Velocity)**:
  - Launch 3 distinct creative angles across primary chosen acquisition channel.
  - Run weekly A/B tests on high-impact landing page conversion surfaces.
  - Conduct weekly BVA budget variance reviews.
- **Days 61–90 (Scaling Winners & Enforcing Kill Criteria)**:
  - Double down budget on channels meeting target CAC payback thresholds.
  - Execute pre-defined kill criteria on failing experiments.
  - Synthesize quarterly learnings into the next 90-day growth roadmap.

## 3. Objective & Key Result (OKR) Architecture
Every growth plan must establish 1 overarching Objective and 3 measurable Key Results:
- **Objective**: Establish a predictable self-serve developer acquisition engine in Q4.
- **Key Result 1**: Increase weekly activated signups from 150 to 350.
- **Key Result 2**: Reduce paid acquisition CAC payback period from 14 months to 9 months.
- **Key Result 3**: Publish 12 high-intent technical documentation tutorials generating 15,000 organic visits.

## 4. Mandatory Kill Criteria Protocol
Growth teams fail when they continue funding zombie channels. Every initiative must declare an explicit kill criterion before launch:
- *Example*: "If Paid Search fails to generate qualified demo requests at a CAC below $400 after spending $5,000, we pause the channel entirely and reallocate budget to outbound."

## Critical Rules
1. Every growth initiative must have a single Directly Responsible Individual (DRI), not shared team ownership.
2. Never launch a paid acquisition campaign without a pre-defined spend cap and kill threshold.
3. Review channel metrics weekly against trailing 7-day and 30-day cohort retention.

## Verification Checklist
- [ ] Channels selected strictly aligned with current company stage and ARR baseline.
- [ ] 90-day roadmap divided into 30-day operational execution phases.
- [ ] OKRs define measurable, verifiable metric targets rather than vague activities.
- [ ] Pre-defined kill criteria established for all experimental initiatives.
- [ ] Fully-loaded budget allocated with clear personnel and media spend ceilings.

## Anti-Patterns
- NEVER attempt to execute more than two primary customer acquisition channels simultaneously at early stage.
- NEVER evaluate channel success on top-line vanity impressions rather than paying customers.
- NEVER alter target OKRs midway through a quarter to make underperforming initiatives look successful.