growth-loops
growth-loops is a Claude Code skill that identifies and evaluates five types of growth loop mechanisms (Viral, Usage, Collaboration, User-Generated, and Referral) to help products achieve sustainable, product-led traction. Use this skill when designing growth mechanisms, building sustainable viral or referral traction, reducing reliance on paid acquisition, or analyzing how competitor growth strategies function.
git clone --depth 1 https://github.com/phuryn/pm-skills /tmp/growth-loops && cp -r /tmp/growth-loops/pm-go-to-market/skills/growth-loops ~/.claude/skills/growth-loopsSKILL.md
# Growth Loops ## Overview Identify and design growth loops (flywheels) that create sustainable traction. This skill evaluates five proven growth loop mechanisms to reduce reliance on paid acquisition and build product-led growth. ## When to Use - Designing growth mechanisms for a product - Building sustainable viral or referral traction - Reducing reliance on paid acquisition - Analyzing competitor growth strategies - Optimizing product for product-led growth ## The 5 Growth Loop Types ### 1. Viral Loop Product content created by users gets shared on external platforms, bringing new users back to the product. - **Mechanism**: Users create content in-product → Share on social/external platforms → New users discover and signup - **Example**: Figma designs shared as links, Loom videos shared in emails - **Strength**: Exponential user acquisition if content is inherently shareable - **Challenge**: Requires highly shareable output and strong incentive to share ### 2. Usage Loop Users create content or value within the product, then share it, which invites new users or drives re-engagement. - **Mechanism**: User creates → Shares creation → Others consume → Become engaged users - **Example**: Twitter threads, Medium articles, Notion templates shared publicly - **Strength**: Growth tied directly to product usage and network effects - **Challenge**: Requires content creation friction to be very low ### 3. Collaboration Loop Users invite colleagues to co-create or collaborate within the product, expanding the user base within organizations. - **Mechanism**: User creates → Invites colleagues for collaboration → Colleagues discover product value - **Example**: Google Docs invitations, Figma team projects, Slack channels - **Strength**: Deep organizational penetration and high retention - **Challenge**: Works best for collaborative/team-based products ### 4. User-Generated Loop Users discover new content or features through other users' creations, then create and share their own content. - **Mechanism**: User discovers content → Creates similar content → Shares creation → Others discover - **Example**: TikTok, Pinterest, YouTube trends driving creator participation - **Strength**: Creates content flywheel and network effects - **Challenge**: Requires critical mass of quality content to sustain ### 5. Referral Loop Users invite other potential users in exchange for rewards, incentives, or social recognition. - **Mechanism**: User refers → Referred user joins → Referrer gets reward → Shares more referrals - **Example**: Dropbox referral bonus, Uber rider referrals, PayPal signup bonuses - **Strength**: Directly incentivizes acquisition; easy to measure ROI - **Challenge**: Requires valuable incentive without eroding unit economics ## How It Works ### Step 1: Define Product Value Clarify the core value users experience: - Primary action users take in your product - Value created per user action - Network effects present (if any) - Friction points in the experience ### Step 2: Evaluate Loop Fit Assess which growth loops align with your product: - Product type (collaborative, content-based, utility, etc.) - Target user behavior and sharing habits - Network effects already present - Existing user base and engagement ### Step 3: Design Loop Mechanics Create specific loop implementation: - Trigger that initiates sharing or invitations - Incentive for participation (intrinsic or extrinsic) - Ease of sharing mechanism - Conversion rate from invite to activation - Frequency of loop repetition per user ### Step 4: Calculate Loop Coefficient Estimate growth velocity: - Invites/shares per user per cycle - Conversion rate of invites to new users - Net new users per cycle - Time per cycle iteration ### Step 5: Build the Loop Implement the highest-leverage loop first: - Start with the most natural loop for your product - Optimize messaging and friction - Measure loop metrics and conversion rates - Compound results over time ## Input Format Use $ARGUMENTS to pass: - Product description and primary user action - Target user demographics and behavior - Existing sharing/collaboration features - Current growth channels and metrics - Constraints or opportunities ## Output A growth loops analysis including: - Ranked evaluation of all 5 loop types for your product - Recommended primary growth loop with implementation plan - Secondary loops to layer over time - Key metrics and measurement framework - 30-60-90 day implementation roadmap - Potential loop coefficient and growth projections ## Framework Based on growth loops research by Ognjen Bošković. Focuses on compounding user acquisition through built-in, product-native sharing and collaboration mechanisms. ## Tips - Start with one loop and master it before adding complexity - Viral loops compound fastest but take time to build - Collaboration loops create strongest retention and LTV - Measure loop health weekly during optimization phase - Combine loops for multiplicative effect once operating at scale --- ### Further Reading - [Product-Led Growth 101, Part 1/2](https://www.productcompass.pm/p/product-led-growth-101-12) - [OpenAI’s Product Leader Shares 3-Layer Distribution Framework To Win Mind & Market Share in the AI World](https://www.productcompass.pm/p/distribution-framework-ai-products) - [How to Design a Value Proposition Customers Can't Resist?](https://www.productcompass.pm/p/how-to-design-value-proposition-template)
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