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Orientation · 10 min

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You don't need to know marketing to ship a product that gets used. You need a vocabulary, a roadmap, and the discipline to send things. This page is the 10-minute version.

Glossary — 12 terms to know

Skim now, refer back later.

PMF
Product-Market Fit
The point where your product satisfies real demand. Practically: your users would be very disappointed if your product disappeared. Don't scale marketing before you have it.
MVP
Minimum Viable Product
The smallest version of your product that solves the core problem for one user. Ship it sooner than you think.
ICP
Ideal Customer Profile
A specific description of the user you'd most want. "Indie iOS devs in the US, 25–40, ship side projects" beats "developers."
GTM
Go-To-Market
Your launch and distribution plan. "GTM strategy" = how the right people will find and try your product.
AARRR
Acquisition / Activation / Retention / Revenue / Referral
Dave McClure's funnel. Diagnose where you're leaking users by measuring each stage.
NSM
North-Star Metric
The single number that best represents value delivered. Examples: weekly active conversations (Slack), nights booked (Airbnb).
CAC
Customer Acquisition Cost
How much it costs (ads + content + tools) to get one paying customer. CAC < LTV is the basic survival math.
LTV
Lifetime Value
Total revenue from a customer before they churn. LTV / CAC > 3 is the rough healthy ratio for SaaS.
Churn
Churn rate
% of users who leave per period. 5% monthly = you replace your whole user base every ~20 months. Mobile churn is usually worse — measure it.
Activation
Activation
The user reaching the moment where they feel value for the first time. Define yours precisely — e.g., "first photo edit completed."
ASO
App Store Optimization
Optimizing your App Store / Play Store listing (keywords, screenshots, video, ratings) so people who search find you and tap install.
MoM
Month-over-Month growth
(This month − last month) / last month. 10–20% MoM compounds dramatically. <5% MoM and you're stalling.

5-step roadmap

Do these in order. Don't skip — each one feeds the next.

  1. 1

    Read the launch playbook

    Open /guides/promote-mobile-app — 5 phases, ~20 minutes to read. It's the spine for everything that follows.

    Open the playbook
  2. 2

    Write your ICP and copy

    Use the AI Skills page. Run icp-writer first (so you know who you're talking to), then app-store-copy, ph-launch-kit, launch-tweet-thread, cold-outreach-email.

    Browse skills
  3. 3

    Set up the scheduler

    Connect your IG (Creator/Business) and X accounts. Doesn't matter if you only post twice a week — consistency is the win.

    Open scheduler
  4. 4

    Launch

    Pick a date 2–4 weeks out. Use the playbook's launch-day checklist. Don't wait for "perfect." Perfect kills more launches than bugs do.

    Launch-day checklist
  5. 5

    Measure and adjust

    Pick your North-Star Metric (see glossary). Track it weekly. Read /guides/analytics for what actually matters vs. vanity metrics.

    Read the analytics guide