Hi, my name is Yaroslav, and I'm a Product Marketing Manager at a company called MacPaw. We’re working on a productivity service called Setapp, which works as a subscription-based app store, but I'm not here to talk about my product.

I'm going to be talking about how to build a growth strategy and actually execute it. When you say “growth,” people usually think of money, progress, success, or revenue, but growth is not about any of these. Growth is all about the process.

The good news is that there’s a framework you can apply to build sustainable growth. Products and markets can be unique, but achieving growth isn’t unique at all. It doesn't matter whether you're building a B2B or B2C product; there’s a clear process you have to build and apply to your business, products, and teams.

The playbook I’ll be sharing today is based on my experience, my team's experience, and the products I'm working on. It consists of three key items:

  1. Finding and measuring product-market fit,
  2. Building and scaling functional growth teams, and
  3. Scaling via testing and experiments.

Let’s take a closer look.