A proven system for finding and pulling your growth levers
I don't guess at growth. I use a disciplined, test-and-learn process built for businesses that care about revenue, not vanity metrics.
Six principles behind every growth plan
Growth isn't a single campaign or a lucky viral moment. It's a repeatable discipline.
Start with a must-have
Growth only sticks when customers truly value what you offer. Before scaling, we make sure your product resonates and pinpoint the moment customers "get it."
Rally around one metric
We pick a North Star Metric that best captures the value customers get from you, so every test and decision points in the same direction.
Grow the whole funnel
Traffic is only one lever. We look across acquisition, activation, retention, revenue and referral to find where small changes create the biggest lift.
Test, don’t guess
Opinions are hypotheses until proven. Ideas get tested with real customers, and the data decides what we scale.
Speed compounds
A steady, high-tempo rhythm of experiments means more learning, faster. Small wins stack into big results over time.
Growth is a team sport
The biggest gains happen when marketing, sales and product work from the same playbook. I help get everyone aligned and moving together.
Understand what drives your growth
Before running a single test, we build a clear picture of your customers, your numbers and the levers that matter most.
Must-have check
Customer surveys and interviews reveal how much people value what you offer, who loves it most and why.
Customer insightsNorth Star Metric
We choose the one metric that best reflects the value you deliver and ties directly to revenue.
Your North StarGrowth equation
Your revenue is broken into its parts, like traffic, conversion, order value and repeat rate, so every lever is visible.
Growth modelData check
I audit your analytics and tracking so we can trust the numbers and measure every experiment.
Tracking planAnalyze, ideate, prioritize, test. Repeat.
This is the engine. Each cycle turns data into ideas, ideas into experiments and experiments into learning you can build on.
Analyze
Dig into the data and customer feedback to find where growth is stuck and where your best customers come from.
OpportunitiesIdeate
Generate a wide range of test ideas across the funnel, from you, your team and what the data suggests.
Idea backlogPrioritize
Score every idea for Impact, Confidence and Ease (ICE) so the highest-value tests go first.
Ranked testsTest
Launch focused experiments, measure the results against clear goals, and scale the winners.
Proven winsLearnings feed the next cycle, reviewed in a weekly growth meeting
Every idea earns its spot
Good ideas are never the problem. Choosing the right ones is. Each test idea gets a simple 1–10 score on three questions, and the highest scores run first.
| Test idea | I | C | E | Score |
|---|---|---|---|---|
| Add client results to the pricing pageConversion | 7 | 8 | 9 | 8.0 |
| Rewrite onboarding emails around the aha momentActivation | 8 | 7 | 6 | 7.0 |
| Launch a customer referral incentiveReferral | 7 | 5 | 5 | 5.7 |
| Test a new paid search campaignAcquisition | 6 | 5 | 4 | 5.0 |
What the first 90 days look like
Start where it makes sense for you. Each stage builds on the one before it.
Foundation
- Must-have check and customer insights
- North Star Metric and growth equation
- Analytics and tracking audit
Included in the Growth Audit
Plan and prioritize
- First round of analysis and ideation
- ICE-scored test backlog
- 90-day roadmap with owners and KPIs
Included in the 90-Day Growth Roadmap
Run the cycle
- Weekly growth meetings
- A steady cadence of experiments
- Monthly revenue reporting
Included as your Fractional Growth Lead
My process comes from years of hands-on experience, from early-stage startups to helping grow a company from $100M to $500M in revenue.
Good to know
Isn't growth hacking just for tech startups?
No. The core ideas of understanding your customers, picking one metric, testing ideas quickly and scaling what works apply to service businesses, B2B companies and ecommerce too. I've used them across SaaS, fitness, equestrian, crypto and cybersecurity.
How many experiments will we run?
It depends on your traffic, budget and team capacity. The goal is a steady, sustainable tempo, because more tests mean more learning. We'll set a realistic cadence together.
What happens when a test fails?
A test that doesn't win still teaches us something about your customers. Every result, good or bad, feeds the next round of ideas.
Do I need a big team?
No. Growth works best when marketing, sales and product share ownership, but that can be just a few people. I'll help set up the roles and meeting rhythm that fit your team.
How fast will I see results?
Some quick wins often show up in the first few cycles, but the real payoff comes from compounding learning over time. That's why we track progress against your North Star from day one.
See which levers I'd pull first for your business.
Get a free growth plan with your top growth levers and the first steps I'd take.
Get Your Free Growth Plan →Free, no obligation.
Your free growth plan includes
- A review of your website, funnel and channels
- Your top 3 growth levers, ranked by revenue impact
- Recommended first steps you can act on right away
- A short call to walk through it together
