How to Get Users and Grow

Alströmer argues that growth is central to startups, but pushing it too early can waste effort when a product has not yet found product-market fit. He suggests identifying the metric that represents customer value and measuring repeat use at the product’s natural frequency. For example, Airbnb bookings may be annual, while Facebook use may be daily.

Alströmer distinguishes product growth, which improves the product funnel, from performance marketing and brand marketing. He recommends focusing on translation, authentication, onboarding, and purchase conversion, then choosing channels based on how customers discover and use the product. Examples include SEO for infrequent needs such as buying a house, referrals when users already share, and sales when a target customer list can be made.

Alströmer describes Airbnb referrals as engineered word of mouth, with $20 in travel credit for the referrer and $40 for the new user. The team measured the referral funnel from program exposure through invites, sign-ups, and first bookings, finding that few active users initially saw the program. Small design choices also mattered: the invite email used a clear benefit, a deadline, and the referrer’s identity as social proof.

Alströmer says changes in a metric after launch do not prove that a feature caused them; seasonality and other events can affect results. A/B tests compare versions at the same time to estimate the difference. At Airbnb, a redesigned share sheet increased shares by 40%, and changing an invitation button produced a 14% increase in sign-ups.