---
name: growth-engineering-a466ba0f4cf0
description: "Growth engineering - PLG, referral, viral loops, onboarding optimization."
---

# Growth Engineering

## PLG (Product-Led Growth) Implementation

### PLG Flywheel

```
User Signs Up (Free)
    |
    v
Experiences Value (Aha Moment)
    |
    v
Invites Team/Colleagues
    |
    v
Team Adopts Product
    |
    v
Usage Grows -> Hits Limits
    |
    v
Converts to Paid
    |
    v
Expands (More Seats/Features)
    |
    +---> Refers New Users (loop back)
```

### PLG Architecture

```typescript
interface PLGConfig {
  freeTier: {
    features: string[];
    limits: Record<string, number>;        // { projects: 3, members: 5, storage_gb: 1 }
    duration: "unlimited" | number;         // gun cinsinden veya sinirsiz
  };
  trialTier: {
    features: string[];
    duration_days: number;
    requires_cc: boolean;
  };
  paidTiers: Array<{
    name: string;
    price_monthly: number;
    price_annual: number;
    features: string[];
    limits: Record<string, number>;
  }>;
  gates: FeatureGate[];
}

interface FeatureGate {
  feature: string;
  gate_type: "hard" | "soft" | "usage";
  free_limit?: number;
  upgrade_prompt: string;
  cta: string;
}

// Feature gate middleware
function checkFeatureGate(feature: string) {
  return async (req: Request, res: Response, next: NextFunction) => {
    const user = req.user;
    const gate = gates.find(g => g.feature === feature);

    if (!gate) return next();

    const plan = await getUserPlan(user.id);
    const usage = await getFeatureUsage(user.id, feature);

    if (gate.gate_type === "hard" && plan.tier === "free") {
      return res.status(403).json({
        error: "UPGRADE_REQUIRED",
        message: gate.upgrade_prompt,
        cta: gate.cta,
        upgrade_url: `/billing/upgrade?feature=${feature}`,
      });
    }

    if (gate.gate_type === "usage" && gate.free_limit && usage >= gate.free_limit) {
      // Soft limit: izin ver ama uyar
      res.setHeader("X-Usage-Warning", gate.upgrade_prompt);
      await trackEvent(user.id, "feature_gate_hit", { feature, usage, limit: gate.free_limit });
    }

    next();
  };
}
```

### Aha Moment Definition

| Urun Tipi | Aha Moment Ornegi | Metrik |
|-----------|-------------------|--------|
| Project Management | Ilk task'i tamamlama | task_completed (first) |
| Analytics | Ilk dashboard olusturma | dashboard_created (first) |
| Communication | Ilk mesaj gonderme | message_sent (first) |
| Development Tool | Ilk basarili build | build_succeeded (first) |
| Design Tool | Ilk export/share | design_exported (first) |

```typescript
interface AhaMoment {
  event: string;
  conditions: Record<string, unknown>;
  time_window_hours: number;             // Bu sure icinde olursa "activated"
  activation_rate_target: number;        // %40-60 hedef
}

const ahaMoment: AhaMoment = {
  event: "project_created_with_members",
  conditions: { member_count: { gte: 2 }, tasks_added: { gte: 3 } },
  time_window_hours: 72,                 // Kayittan sonra 72 saat icinde
  activation_rate_target: 0.50,
};
```

## Referral System Design

### Referral Architecture

```typescript
interface ReferralProgram {
  id: string;
  name: string;
  reward_type: "two_sided" | "referrer_only" | "referee_only";
  referrer_reward: Reward;
  referee_reward: Reward;
  rules: ReferralRules;
}

interface Reward {
  type: "credit" | "discount" | "free_months" | "feature_unlock" | "cash";
  amount: number;
  currency?: string;
  description: string;
}

interface ReferralRules {
  max_referrals_per_user: number;        // spam onleme
  qualification_event: string;            // ne zaman odul verilir
  qualification_window_days: number;      // sure siniri
  anti_fraud: AntiFraudRules;
}

interface AntiFraudRules {
  same_ip_block: boolean;
  email_domain_block: string[];           // disposable email engelle
  min_activity_threshold: number;         // minimum kullanim
  cooldown_hours: number;                 // ayni kisi icin bekleme
}
```

### Referral Flow

```
Referrer                          Referee
   |                                |
   |-- Shares unique link --------> |
   |                                |-- Signs up
   |                                |-- Completes qualification
   |                                |     (first purchase / activation)
   |<-- Notification: Reward! ------|
   |-- Reward credited              |-- Reward credited
   |                                |
   v                                v
Track: referral_completed       Track: referred_user_activated
```

### Referral Schema

```sql
CREATE TABLE referrals (
  id UUID PRIMARY KEY DEFAULT gen_random_uuid(),
  referrer_id UUID NOT NULL REFERENCES users(id),
  referee_id UUID REFERENCES users(id),
  referral_code VARCHAR(20) UNIQUE NOT NULL,
  referral_link TEXT NOT NULL,
  status VARCHAR(20) DEFAULT 'pending',  -- pending, signed_up, qualified, rewarded, expired
  channel VARCHAR(50),                    -- email, social, direct_link
  created_at TIMESTAMPTZ DEFAULT NOW(),
  signed_up_at TIMESTAMPTZ,
  qualified_at TIMESTAMPTZ,
  rewarded_at TIMESTAMPTZ,
  referrer_reward_amount DECIMAL,
  referee_reward_amount DECIMAL,
  metadata JSONB DEFAULT '{}'
);

CREATE INDEX idx_referrals_referrer ON referrals(referrer_id);
CREATE INDEX idx_referrals_code ON referrals(referral_code);
CREATE INDEX idx_referrals_status ON referrals(status);

-- Referral metrikleri
SELECT
  referrer_id,
  COUNT(*) AS total_referrals,
  COUNT(CASE WHEN status = 'signed_up' THEN 1 END) AS signups,
  COUNT(CASE WHEN status = 'qualified' THEN 1 END) AS qualified,
  COUNT(CASE WHEN status = 'rewarded' THEN 1 END) AS rewarded,
  ROUND(100.0 * COUNT(CASE WHEN status = 'qualified' THEN 1 END) /
    NULLIF(COUNT(CASE WHEN status = 'signed_up' THEN 1 END), 0), 1) AS conversion_rate
FROM referrals
GROUP BY referrer_id
ORDER BY qualified DESC;
```

## Viral Loops

### Viral Loop Types

| Tip | Mekanizma | Ornek | K-Factor Hedef |
|-----|-----------|-------|---------------|
| Word of Mouth | Organik tavsiye | Slack, Notion | 0.3-0.5 |
| Incentivized | Odul ile tavsiye | Dropbox (500MB) | 0.5-0.8 |
| Embedded | Urunde gorulme | "Made with X" | 0.2-0.4 |
| Collaborative | Birlikte kullanim | Google Docs invite | 0.6-1.0 |
| Social Proof | Paylasim/showcase | Spotify Wrapped | 0.3-0.6 |
| Content | Icerik uretimi | Canva, Figma links | 0.2-0.4 |

### K-Factor (Viral Coefficient)

```typescript
interface ViralMetrics {
  invites_per_user: number;       // ortalama gonderilen davet
  invite_conversion_rate: number; // davetin kabul orani
  cycle_time_days: number;        // bir loop'un suresi
}

function calculateKFactor(metrics: ViralMetrics): {
  kFactor: number;
  viral: boolean;
  doublingTimeDays: number | null;
} {
  // K = invites_per_user * conversion_rate
  const k = metrics.invites_per_user * metrics.invite_conversion_rate;

  return {
    kFactor: Math.round(k * 100) / 100,
    viral: k > 1,     // K > 1 = organik buyume
    doublingTimeDays: k > 1
      ? Math.round(metrics.cycle_time_days * Math.log(2) / Math.log(k))
      : null,
  };
}

// Ornek: 3 invite * %25 conversion = K=0.75 (viral degil ama katkisi var)
// Ornek: 5 invite * %30 conversion = K=1.5 (viral!)
```

### Viral Loop Implementation

```typescript
// "Made with [Product]" badge (embedded viral loop)
function generateShareableBadge(projectId: string, userId: string): string {
  const trackingUrl = `https://app.example.com/r/${encodeBase64(userId)}?ref=badge&project=${projectId}`;
  return `
    <a href="${trackingUrl}" target="_blank" rel="noopener">
      <img src="https://app.example.com/badge.svg" alt="Made with Example" width="120" height="28" />
    </a>
  `;
}

// Collaborative viral loop
async function inviteToProject(
  inviterId: string,
  projectId: string,
  emails: string[]
): Promise<InviteResult[]> {
  const results: InviteResult[] = [];

  for (const email of emails) {
    // Rate limit: max 10 invite per project per day
    const todayInvites = await getInviteCount(inviterId, projectId, "today");
    if (todayInvites >= 10) {
      results.push({ email, status: "rate_limited" });
      continue;
    }

    const invite = await createInvite({ inviterId, projectId, email });
    await sendInviteEmail(email, invite);
    await trackEvent(inviterId, "invite_sent", {
      project_id: projectId,
      invite_id: invite.id,
      channel: "email",
    });
    results.push({ email, status: "sent", invite_id: invite.id });
  }

  return results;
}
```

## Onboarding Optimization

### Onboarding Checklist Pattern

```typescript
interface OnboardingStep {
  id: string;
  title: string;
  description: string;
  action_type: "auto" | "user_action" | "integration";
  completion_event: string;
  required: boolean;
  order: number;
  estimated_minutes: number;
  help_url?: string;
}

const onboardingSteps: OnboardingStep[] = [
  {
    id: "profile",
    title: "Profilini tamamla",
    description: "Adini ve rol bilgini ekle",
    action_type: "user_action",
    completion_event: "profile_completed",
    required: true,
    order: 1,
    estimated_minutes: 1,
  },
  {
    id: "first_project",
    title: "Ilk projeyi olustur",
    description: "Bir proje olusturup calismaya basla",
    action_type: "user_action",
    completion_event: "project_created",
    required: true,
    order: 2,
    estimated_minutes: 2,
  },
  {
    id: "invite_team",
    title: "Takimini davet et",
    description: "En az 1 takim arkadasi ekle",
    action_type: "user_action",
    completion_event: "team_member_invited",
    required: false,
    order: 3,
    estimated_minutes: 2,
  },
  {
    id: "integration",
    title: "Entegrasyon bagla",
    description: "GitHub, Slack veya Jira bagla",
    action_type: "integration",
    completion_event: "integration_connected",
    required: false,
    order: 4,
    estimated_minutes: 3,
  },
];

// Onboarding progress tracker
async function getOnboardingProgress(userId: string): Promise<{
  completed: string[];
  remaining: OnboardingStep[];
  percentage: number;
  nextStep: OnboardingStep | null;
}> {
  const completedEvents = await getUserEvents(userId, onboardingSteps.map(s => s.completion_event));
  const completed = onboardingSteps
    .filter(s => completedEvents.includes(s.completion_event))
    .map(s => s.id);
  const remaining = onboardingSteps.filter(s => !completed.includes(s.id));

  return {
    completed,
    remaining,
    percentage: Math.round((completed.length / onboardingSteps.length) * 100),
    nextStep: remaining[0] || null,
  };
}
```

### Onboarding Metrics

| Metrik | Formul | Hedef |
|--------|--------|-------|
| Completion Rate | completed_all_steps / started_onboarding | > %60 |
| Time to Complete | median(onboarding_end - signup) | < 10 dakika |
| Drop-off Point | En cok terk edilen adim | Her adim > %80 |
| Activation Rate | aha_moment_reached / signed_up | > %40 |
| Time to Value | signup -> first_value_event | < 5 dakika |

### Progressive Onboarding

```typescript
// Engagement-based onboarding (her seyi birden gosterme)
interface OnboardingTrigger {
  feature: string;
  show_after: string;           // event sonrasi goster
  delay_seconds: number;
  tooltip_position: "top" | "bottom" | "left" | "right";
  message: string;
  dismiss_event: string;
}

const progressiveHints: OnboardingTrigger[] = [
  {
    feature: "keyboard_shortcuts",
    show_after: "third_task_created",
    delay_seconds: 2,
    tooltip_position: "bottom",
    message: "Pro tip: Ctrl+K ile hizli komut menusunu acabilirsin",
    dismiss_event: "shortcut_hint_dismissed",
  },
  {
    feature: "automation",
    show_after: "tenth_task_completed",
    delay_seconds: 5,
    tooltip_position: "right",
    message: "Bu tekrarlayan gorevi otomatiklestirmek ister misin?",
    dismiss_event: "automation_hint_dismissed",
  },
];
```

## Activation Metrics

### Activation Funnel

```
Signup --> Setup --> Aha Moment --> Habit
  |         |          |            |
  v         v          v            v
100%      ~70%       ~40%         ~20%
```

### Activation Definition Framework

```typescript
interface ActivationCriteria {
  name: string;
  events: Array<{
    event: string;
    count: number;             // minimum kac kez
    within_days: number;       // kac gun icinde
  }>;
  logic: "AND" | "OR";        // tum kriterler mi, herhangi biri mi
}

const activationDefinitions: ActivationCriteria[] = [
  {
    name: "basic_activation",
    events: [
      { event: "project_created", count: 1, within_days: 3 },
      { event: "task_created", count: 3, within_days: 7 },
    ],
    logic: "AND",
  },
  {
    name: "team_activation",
    events: [
      { event: "team_member_invited", count: 1, within_days: 7 },
      { event: "collaborative_action", count: 5, within_days: 14 },
    ],
    logic: "AND",
  },
];

// Hangi activation definition en iyi retention ile korelasyon gosteriyor?
// -> A/B test et, D30 retention ile karsilastir
```

## Freemium Model Design

### Freemium Strategies

| Strateji | Sinir Tipi | Ornek |
|----------|-----------|-------|
| Feature-limited | Bazi ozellikler locked | Slack (mesaj gecmisi), GitHub (private repo) |
| Usage-limited | Kullanim siniri | Dropbox (2GB), Vercel (100GB bandwidth) |
| Seat-limited | Kullanici sayisi | Notion (10 guest), Linear (10 members) |
| Time-limited (trial) | Sure siniri | 14 gun full access |
| Support-limited | Destek seviyesi | Community vs Priority support |

### Pricing Page Optimization

```typescript
interface PricingExperiment {
  name: string;
  hypothesis: string;
  variants: Array<{
    id: string;
    change: string;
    expected_impact: string;
  }>;
  primary_metric: string;
}

const pricingExperiments: PricingExperiment[] = [
  {
    name: "anchor_pricing",
    hypothesis: "Enterprise plani one koymak, Pro plan conversion'i %15 arttirir",
    variants: [
      { id: "control", change: "Free -> Pro -> Enterprise", expected_impact: "baseline" },
      { id: "treatment", change: "Enterprise -> Pro -> Free (reverse)", expected_impact: "+15% Pro conversion" },
    ],
    primary_metric: "plan_upgrade_rate",
  },
  {
    name: "annual_discount",
    hypothesis: "%20 yerine 2 ay bedava demek, annual conversion'i %10 arttirir",
    variants: [
      { id: "control", change: "Save 20%", expected_impact: "baseline" },
      { id: "treatment", change: "2 months free", expected_impact: "+10% annual" },
    ],
    primary_metric: "annual_plan_rate",
  },
];
```

## Growth Experiments Framework

### Experiment Lifecycle

```
Idea -> Prioritize (ICE) -> Design -> Implement -> Run -> Analyze -> Learn
```

### ICE Scoring

```typescript
interface GrowthExperiment {
  id: string;
  name: string;
  hypothesis: string;
  impact: number;              // 1-10: basarili olursa ne kadar etki
  confidence: number;          // 1-10: basarili olma ihtimali
  ease: number;                // 1-10: ne kadar kolay implement
  ice_score: number;           // (impact + confidence + ease) / 3
  primary_metric: string;
  status: "backlog" | "designing" | "running" | "analyzing" | "completed";
  results?: ExperimentResult;
}

function prioritizeExperiments(experiments: GrowthExperiment[]): GrowthExperiment[] {
  return experiments
    .map(e => ({
      ...e,
      ice_score: (e.impact + e.confidence + e.ease) / 3,
    }))
    .sort((a, b) => b.ice_score - a.ice_score);
}
```

### Experiment Tracking Template

```typescript
interface ExperimentResult {
  experiment_id: string;
  start_date: string;
  end_date: string;
  sample_size: { control: number; treatment: number };
  primary_metric: {
    control_value: number;
    treatment_value: number;
    lift: number;                        // %
    p_value: number;
    significant: boolean;
  };
  secondary_metrics: Array<{
    name: string;
    lift: number;
    significant: boolean;
  }>;
  decision: "ship" | "iterate" | "kill";
  learnings: string[];
}
```

## Notification Strategies

### Notification Framework

```typescript
interface NotificationConfig {
  type: "push" | "email" | "in_app" | "sms";
  trigger: string;                       // event name
  template: string;
  delay_minutes: number;
  frequency_cap: {
    max_per_day: number;
    max_per_week: number;
  };
  segment: string;                       // user segment
  priority: "critical" | "high" | "medium" | "low";
}

const notificationSchedule: NotificationConfig[] = [
  // Onboarding sequence
  {
    type: "email",
    trigger: "user_signed_up",
    template: "welcome_email",
    delay_minutes: 0,
    frequency_cap: { max_per_day: 1, max_per_week: 3 },
    segment: "new_users",
    priority: "high",
  },
  {
    type: "email",
    trigger: "onboarding_incomplete_24h",
    template: "complete_setup_nudge",
    delay_minutes: 24 * 60,
    frequency_cap: { max_per_day: 1, max_per_week: 2 },
    segment: "incomplete_onboarding",
    priority: "medium",
  },
  // Re-engagement
  {
    type: "email",
    trigger: "inactive_7_days",
    template: "we_miss_you",
    delay_minutes: 0,
    frequency_cap: { max_per_day: 1, max_per_week: 1 },
    segment: "churning",
    priority: "medium",
  },
  // Expansion
  {
    type: "in_app",
    trigger: "usage_limit_80_percent",
    template: "upgrade_nudge",
    delay_minutes: 0,
    frequency_cap: { max_per_day: 1, max_per_week: 2 },
    segment: "high_usage_free",
    priority: "high",
  },
];
```

## User Engagement Hooks

### Engagement Loop Patterns

| Pattern | Mekanizma | Ornek |
|---------|-----------|-------|
| Variable Reward | Beklenmedik oduller | LinkedIn: "X viewed your profile" |
| Investment | Kullanici emek harcayor | Pinterest: pin boards |
| Social Proof | Baskalari kullaniyor | "1000+ team already uses..." |
| Progress | Ilerleme gosterimi | Duolingo streak |
| Commitment | Kucuk adimlar -> buyuk adimlar | Free trial -> paid |
| Loss Aversion | Kaybetme korkusu | "Your streak will reset!" |
| FOMO | Kacirma korkusu | "Limited time offer" |

### Streak System

```typescript
interface StreakConfig {
  activity_event: string;
  period: "daily" | "weekly";
  milestones: Array<{
    days: number;
    reward: string;
    badge?: string;
  }>;
  grace_period_hours: number;     // streak kurtarma suresi
  freeze_available: boolean;       // streak dondurma hakki
}

const streakConfig: StreakConfig = {
  activity_event: "daily_active",
  period: "daily",
  milestones: [
    { days: 3, reward: "Nice start!", badge: "streak_3" },
    { days: 7, reward: "1 week streak!", badge: "streak_7" },
    { days: 30, reward: "Monthly warrior!", badge: "streak_30" },
    { days: 100, reward: "Centurion!", badge: "streak_100" },
  ],
  grace_period_hours: 12,
  freeze_available: true,
};
```

## Anti-Patterns

| Anti-Pattern | Dogru Yol |
|-------------|-----------|
| Feature gating cok agresif | Deger gorsun, sonra gate koy |
| Spam notification | Frequency cap + unsubscribe kolay |
| Karisik onboarding | Max 5 adim, progressive disclosure |
| Referral odulunu geciktirmek | Aninda ver, sonra qualify et |
| K-Factor'u ignore etmek | Her feature'da viral loop dusun |
| Tek seferlik onboarding | Devam eden egitim (progressive) |
| Agresif upgrade prompt | Deger gordukleri anda goster |
| Tum kullanicilara ayni deneyim | Segment-based kisiselllestirme |


---
Source attribution: vibeeval
Original project: https://github.com/vibeeval/vibecosystem/blob/3b763b1fb288f57bfa3cce76ef18184b96461a78/skills/growth-engineering/SKILL.md
License: MIT
License information: https://opensource.org/license/mit
Original upstream instructions; downloaded from Mega AI Hub.

## Upstream license notice

MIT License

Copyright (c) 2026 vibeeval

Permission is hereby granted, free of charge, to any person obtaining a copy
of this software and associated documentation files (the "Software"), to deal
in the Software without restriction, including without limitation the rights
to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
copies of the Software, and to permit persons to whom the Software is
furnished to do so, subject to the following conditions:

The above copyright notice and this permission notice shall be included in all
copies or substantial portions of the Software.

THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
SOFTWARE.



# Mega AI Hub resource metadata

Creator / publisher: vibeeval
Original project: https://github.com/vibeeval/vibecosystem/blob/3b763b1fb288f57bfa3cce76ef18184b96461a78/skills/growth-engineering/SKILL.md
Attribution basis: Source repository record

Fields of work: Marketing, Sales
Roles: Customer Success Manager, Growth Marketer, Marketing Analyst, Product Marketer, Sales Development Rep (SDR)
Specialties: API
Tools: Tool not specified
Country applicability: Country not specified
Classification basis: Source catalog labels
Instruction SHA-256: 672f737613d2dedf537e922e18d3988d1c2177eb2cb9248f453444efb8b0662d