I jumped straight into acquisition tactics and kind of forgot to talk about retention, which is probably where the real leverage is.
Start by clarifying the goal and segmenting the subscriber base, then structure your answer around a growth equation (new acquisitions + reactivations + upgrades - churn). Prioritize 2-3 high-impact levers, and for each, outline specific tactics, expected impact, and how you'd measure success.
Pro tip: Anchor your answer in unit economics: show that you'd evaluate each lever by its incremental LTV:CAC ratio, not just raw subscriber growth. This demonstrates business maturity and aligns with Affirm's focus on sustainable growth.
Confirm whether the goal is total subscribers, revenue, or market share, and break the user base into free, trial, and premium segments. This ensures your strategies are targeted and relevant.
Decompose growth into new user acquisition, free-to-premium conversion, reactivation of churned users, and retention/churn reduction. This provides a structured way to identify levers.
Use a framework like RICE or impact/effort to select 2-3 levers with the highest potential. Consider factors like market maturity, competitive landscape, and resource constraints.
For each prioritized lever, propose concrete tactics (e.g., pricing tests, bundled offers, referral programs) and define success metrics. Emphasize experimentation and iteration.
Outline how you'd track progress (e.g., conversion rates, churn, LTV/CAC) and set up a feedback loop to double down on what works and kill what doesn't.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.