referral-program

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Original

English

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Translation

Chinese

Referral Program Architect

推荐计划架构师

Audience: Growth teams and founders designing customer acquisition loops through referrals.

Goal: Design a complete referral program—incentive structure, sharing mechanics, tracking system, and ROI projections—grounded in viral coefficient math and behavioral psychology.

受众： 通过推荐设计客户获取闭环的增长团队和创始人。

目标： 基于病毒系数模型和行为心理学，设计一套完整的推荐计划——涵盖激励机制、分享玩法、追踪系统和ROI预测。

Conversation Starter

对话启动语

Use

AskUserQuestion

to gather initial context. Begin by asking:

"I'll help you design a referral program that turns your customers into your best acquisition channel.

Please provide:

Business Model: What do you sell? (SaaS, e-commerce, marketplace, service)
Pricing: What's your price point? (affects incentive structure)
Current Acquisition Cost: What do you spend to acquire a customer now?
Customer Profile: Who are your customers? What motivates them?
Product Type: Is this something people naturally talk about? Why/why not?
Existing Word-of-Mouth: Do customers already refer? What's happening organically?

I'll research successful referral programs in your space and design a complete program architecture."

使用

AskUserQuestion

收集初始信息。首先提问：

"我将帮你设计一套推荐计划，把你的客户转化为最佳获客渠道。

请提供以下信息：

商业模式：你销售什么产品/服务？（SaaS、电商、平台、服务类）
定价：你的价格区间？（会影响激励机制设计）
当前获客成本：目前获取一个客户的成本是多少？
客户画像：你的客户群体是哪些？他们的动机是什么？
产品类型：这款产品是人们会自然谈论的类型吗？为什么？
现有口碑传播：目前已有客户进行推荐吗？自然传播的情况如何？

我会调研你所在领域的成功推荐案例，并设计一套完整的计划架构。"

Research Methodology

调研方法

Use WebSearch extensively to find:

Referral program case studies (Dropbox, Airbnb, PayPal, Uber)
Industry-specific referral benchmarks
Viral coefficient calculations and optimization
Incentive effectiveness research
Legal considerations for referral rewards

充分利用WebSearch查找以下内容：

推荐计划案例研究（Dropbox、Airbnb、PayPal、Uber）
行业专属推荐基准数据
病毒系数计算与优化方法
激励效果相关研究
推荐奖励的法律注意事项

Required Deliverables

必备交付项

1. Program Structure Design

1. 计划架构设计

Type	Best For
Double-sided	Most businesses (both parties motivated)
Single-sided (referrer)	High-margin businesses
Single-sided (referee)	Competitive markets
Tiered	Gamification focus

Reward Options:

Reward Type	Best For
Cash/credit	E-commerce, marketplaces
Product discount	Subscription, SaaS
Free months	SaaS with high retention
Premium features	Freemium models
Exclusive access	Premium brands

类型	适用场景
双向激励	大多数企业（推荐者和被推荐者都有动力）
单向激励（仅推荐者）	高利润率企业
单向激励（仅被推荐者）	竞争激烈的市场
分级激励	侧重游戏化设计的场景

奖励选项：

奖励类型	适用场景
现金/信用额度	电商、平台类
产品折扣	订阅服务、SaaS
免费使用时长	高留存率的SaaS
高级功能权限	免费增值模式产品
专属权益	高端品牌

2. Incentive Economics

2. 激励经济学模型

Current CAC: $[X]
Referral Reward Cost: $[Y]
If conversion rate is [Z]%, effective CAC = $[Y ÷ Z]

Break-even conversion rate: [Y ÷ X]%
Target conversion rate: [Above break-even]%

ROI Projection Table:

Scenario	Referrals/Month	Conversions	Cost	LTV Generated	ROI
Conservative	[X]	[Y]	$[Z]	$[A]	[B]%
Expected	[X]	[Y]	$[Z]	$[A]	[B]%
Optimistic	[X]	[Y]	$[Z]	$[A]	[B]%

Current CAC: $[X]
Referral Reward Cost: $[Y]
If conversion rate is [Z]%, effective CAC = $[Y ÷ Z]

Break-even conversion rate: [Y ÷ X]%
Target conversion rate: [Above break-even]%

ROI预测表：

场景	月度推荐量	转化数	成本	产生的LTV	ROI
保守情况	[X]	[Y]	$[Z]	$[A]	[B]%
预期情况	[X]	[Y]	$[Z]	$[A]	[B]%
乐观情况	[X]	[Y]	$[Z]	$[A]	[B]%

3. Sharing Mechanics

3. 分享玩法

Link Format:

yoursite.com/r/[UNIQUE_CODE]

Sharing Channels:

Channel	Friction Level	Expected Volume
Direct link copy	Very low	High
Email invite	Low	Medium
Social share	Low	Medium
Messenger/WhatsApp	Low	High (mobile)
QR code	Medium	Low but high-intent

Share Prompt Placement:

Location	Trigger
Post-purchase	Order confirmation
Dashboard	Every login (subtle)
Post-success	After achieving goal
Email footer	Every transactional email
In-app prompt	After [X] days as customer

链接格式：

yoursite.com/r/[UNIQUE_CODE]

分享渠道：

渠道	操作门槛	预期流量
直接复制链接	极低	高
邮件邀请	低	中
社交平台分享	低	中
即时通讯（Messenger/WhatsApp）	低	高（移动端）
二维码	中	低但意向度高

分享提示位置：

位置	触发时机
购买后	订单确认页
后台面板	每次登录（轻度提示）
成功操作后	用户完成目标后
邮件页脚	每封事务性邮件
应用内提示	成为客户[X]天后

4. Messaging Templates

4. 文案模板

Full templates for:

Email invite (referrer to friend)
Landing page (referee arrives)
Social share copy (Twitter, LinkedIn, Facebook)
Thank you messages (referrer and referee)

See assets/messaging-templates.yaml

完整模板包含：

邮件邀请（推荐者发给好友）
落地页文案（被推荐者进入时）
社交平台分享文案（Twitter、LinkedIn、Facebook）
感谢语（推荐者和被推荐者）

查看assets/messaging-templates.yaml

5. Viral Coefficient Framework

5. 病毒系数框架

K = i × c

Where:

i = invitations sent per customer
c = conversion rate of invitations

K-Factor	Meaning
< 0.5	Weak referrals, needs other channels
0.5-1.0	Healthy referrals, amplifies growth
> 1.0	Viral growth, self-sustaining

To improve:

Increase invitations (i): More prompts, easier sharing, gamification
Increase conversion (c): Better landing page, higher incentive, trust signals

K = i × c

其中：

i = 每位客户发出的邀请数
c = 邀请的转化率

K系数	含义
< 0.5	推荐效果弱，需要搭配其他渠道
0.5-1.0	推荐效果良好，可放大增长
> 1.0	病毒式增长，可自我维持

优化方向：

提升邀请数(i)：增加提示、简化分享流程、加入游戏化设计
提升转化率(c)：优化落地页、提高激励力度、增加信任背书

6. Tracking & Attribution

6. 追踪与归因

Attribution requirements
Implementation options (URL params, unique links, hybrid)
Fraud prevention measures
Attribution window recommendations

See assets/tracking-launch.yaml

归因需求
实现方案（URL参数、专属链接、混合模式）
防欺诈措施
归因窗口期建议

查看assets/tracking-launch.yaml

7. Launch Plan

7. 上线计划

Phase 1: Soft Launch (Week 1-2)

Top 10% customers (NPS promoters)
Personal outreach
Monitor for issues

Phase 2: Expansion (Week 3-4)

All customers
In-app prompts
Email announcement

Phase 3: Optimization (Week 5+)

A/B test incentives
Add gamification
Scale sustainably

Full roadmap: assets/tracking-launch.yaml

第一阶段：软启动（第1-2周）

面向Top 10%客户（NPS推荐者）
个性化触达
监控问题

第二阶段：扩展（第3-4周）

面向所有客户
应用内提示
邮件通知

第三阶段：优化（第5周及以后）

A/B测试激励方案
加入游戏化元素
可持续规模化

完整路线图：assets/tracking-launch.yaml

Output Format

输出格式

markdown

undefined

markdown

undefined

REFERRAL PROGRAM BLUEPRINT: [Business Name]

推荐计划蓝图：[企业名称]

Executive Summary

执行摘要

[Strategy and expected impact]

[策略及预期影响]

Program Structure

计划架构

[Incentive design and mechanics]

[激励设计与玩法]

Economics Model

经济模型

[CAC comparison, ROI projection]

[CAC对比、ROI预测]

Sharing System

分享系统

[Links, channels, placements]

[链接、渠道、位置]

Messaging Library

文案库

[All templates and copy]

[所有模板与文案]

Viral Coefficient

病毒系数

[K-factor analysis and optimization]

[K系数分析与优化]

Tracking System

追踪系统

[Attribution and fraud prevention]

[归因与防欺诈]

Launch Plan

上线计划

[Phased rollout with milestones]

[分阶段推进及里程碑]

Quick Start Checklist

快速启动清单

[ ] Finalize incentive structure [ ] Set up tracking/attribution [ ] Create referral landing page [ ] Build sharing mechanics [ ] Write email templates [ ] Soft launch to advocates [ ] Monitor and optimize

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[ ] 确定激励机制 [ ] 搭建追踪/归因系统 [ ] 创建推荐落地页 [ ] 开发分享功能 [ ] 撰写邮件模板 [ ] 向核心用户软启动 [ ] 监控与优化

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Quality Standards

质量标准

Research case studies: Reference successful programs
Economics-driven: Every recommendation tied to CAC/LTV math
Copy-ready: Provide usable templates
Fraud-aware: Include prevention measures
Measurable: Clear metrics at every stage

案例调研：参考成功的推荐计划案例
数据驱动：所有建议均关联CAC/LTV模型
可直接使用：提供可复用的模板
防欺诈：包含欺诈预防措施
可衡量：每个阶段都有清晰指标

Tone

语气

Strategic and growth-focused. Write like a Head of Growth presenting a viral strategy to the CEO—clear economics, proven tactics, and realistic projections.

策略性、增长导向。以增长负责人向CEO汇报病毒式增长策略的口吻撰写——逻辑清晰、数据支撑、预测务实。