PM413
Introduction to Product-Led Growth (PLG)
Faculty
Anil Ravindrakumar
Growth Lead at FREE NOW
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Growth does not happen in silos, at least sustainable growth doesn't. Building a great product does not automatically ensure growth. This course aims to get students to adopt a growth mindset, where they will learn to constantly experiment and iterate to maximize the value of the product to the end user. students will learn about tools, mental models, and processes to discover (and validate) growth opportunities by identifying points of leverage (product, marketing, and engineering). The content will focus only on B2C apps.
Learning highlights
- How does a product grow?
- How to define growth metrics?
- How to identify and evaluate a growth opportunity?
- How to define a Minimum Viable Test (MVT) to validate the opportunity?
- How do you align individuals and teams to scale the opportunity?
Course outline
15 classes
Introduction
Growth mindset
Defining Retention - Part 1
Defining core action, habit loops.
Defining Retention - Part 2
Cohort analysis
Onboarding and Activation - Part 1
Sign-up flow and setup moment
Onboarding and Activation - Part 2
Designing the “Aha moment”
Acquisition - Part 1
Introduction to different channels.
Acquisition - Part 2
Understanding CLV
Experimentation - Part 1
Defining hypotheses, sources of opportunity.
Experimentation - Part 2
MVT, prioritization
Experimentation - Part 3
A/B test, incrementality.
Experimentation - Part 4
Communicating results and iteration.
Stakeholder management
Aligning on growth strategy.
Session 13
Project presentation.
Session 14
Project presentation.
Session 15
Feedback sessions.
Course materials
Books
Media
Prerequisites
Students must have a digital product idea. For those students who do not have a product idea, a random digital product will be assigned.
Methodology
We will use a combination of lectures, guest lectures, in-class discussion, group work, and assignments that will lead to a final project presentation. Students’ own existing product/business ideas will form the basis of the final project presentation.
Grading
Anil is leading the growth team at FreeNow, a mobility service provider formed as a joint venture between BMW and Daimler Mobility in Hamburg, Germany. The growth team is responsible for constantly experimenting and iterating initiatives to unlock growth. Prior to his move to product, Anil started his career in performance marketing at an app marketing agency in Berlin, and later went on to build and lead the mobile marketing team at Quandoo, a restaurant reservation platform operating in over 11 countries.
In addition, he served on the board of Bonfaremo, an independent NGO supporting schools in Kenya and Tanzania.His responsibility included finding sponsors in Germany for some of the school children. He has a passion for marketplace businesses, social entrepreneurship, and in his spare time likes to play the drums.
See full profileApply for this course
Introduction to Product-Led Growth (PLG)
by Anil Ravindrakumar
Total hours
45 Hours
Dates
Jul 10 - Jul 28, 2023
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.