designing-growth-loops

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English

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Chinese

Designing Growth Loops

增长循环设计

Scope

适用范围

Covers

Turning a growth goal into a loop-based growth model (micro loops + macro loops)
Designing and documenting loops: viral/referral, content/UGC, SEO, partner/integration, sales-assisted, and paid acquisition loops
Choosing channels using a Customer × Business × Medium fit check
Validating paid loops with unit economics (LTV, CAC, payback) gating
Producing an actionable loop plan: loop map → scorecard → experiments → measurement

When to use

“Design a growth loop / viral loop / referral loop”
“Create a growth flywheel for <product>”
“Map our micro + macro growth loops and prioritize which to build”
“We need new growth loops (not just optimize ads/onboarding)”
“Decide whether a paid acquisition loop is viable”

When NOT to use

You haven’t clarified the ICP/problem or value proposition (use
```
problem-definition
```
).
You’re still establishing PMF and need a PMF signal set (use
```
measuring-product-market-fit
```
).
You only need an experiment list/prioritization, not loop design (use
```
prioritizing-roadmap
```
).
You’re making a one-way-door launch decision (use
```
shipping-products
```
/
```
running-decision-processes
```
).

涵盖内容

将增长目标转化为基于循环的增长模型（微循环 + 宏循环）
设计并记录各类循环：病毒式/推荐式、内容/用户生成内容（UGC）、SEO、合作伙伴/集成、销售辅助以及付费获客循环
通过客户×业务×媒介适配性检查选择渠道
用**单位经济效益（LTV、CAC、投资回收期）**门槛验证付费循环的可行性
生成可执行的循环计划：循环图谱 → 评分卡 → 实验 → 衡量

适用场景

“设计增长循环/病毒循环/推荐循环”
“为<产品>创建增长飞轮”
“梳理我们的微+宏增长循环并确定优先构建的对象”
“我们需要新的增长循环（而不仅仅是优化广告/用户引导）”
“判断付费获客循环是否可行”

不适用场景

尚未明确理想客户画像（ICP）/核心问题或价值主张（请使用
```
problem-definition
```
）。
仍在验证产品市场契合度（PMF）并需要PMF信号集（请使用
```
measuring-product-market-fit
```
）。
仅需要实验列表/优先级排序，不需要循环设计（请使用
```
prioritizing-roadmap
```
）。
正在做单向决策的发布决定（请使用
```
shipping-products
```
/
```
running-decision-processes
```
）。

Inputs

输入要求

Minimum required

Product + target user/ICP (and 1–2 key segments)
Current stage (pre-PMF / early PMF / growth / mature) and current primary growth channel(s)
The core value moment (what users do when they “get value”)
A baseline snapshot of the growth system (best available): acquisition sources, conversion funnel, retention/engagement, referrals/sharing
Constraints: budget, timebox, brand/safety, platform policy, legal/privacy, engineering capacity
For paid loops: rough unit economics (LTV, gross margin, CAC/payback targets) or a proxy

Missing-info strategy

Ask up to 5 questions from references/INTAKE.md, then proceed.
If data is missing, proceed with explicit assumptions and label confidence.
Do not request secrets or PII; prefer aggregated metrics or redacted excerpts.

最低要求

产品 + 目标用户/理想客户画像（ICP）（以及1–2个关键细分群体）
当前阶段（PMF前 / 早期PMF / 增长期 / 成熟期）和当前主要增长渠道
核心价值时刻（用户“感知到价值”时的行为）
增长系统的基准快照（现有最佳数据）：获客来源、转化漏斗、留存/参与度、推荐/分享数据
约束条件：预算、时间限制、品牌/安全要求、平台政策、法律/隐私规定、工程资源
对于付费循环：大致的单位经济效益（LTV、毛利率、CAC/投资回收期目标）或替代指标

缺失信息处理策略

从[references/INTAKE.md]中提出最多5个问题，然后继续推进。
如果数据缺失，基于明确的假设推进，并标注置信度。
不得索要机密信息或个人可识别信息（PII）；优先使用汇总指标或编辑后的摘录。

Outputs (deliverables)

输出成果（交付物）

Produce a Growth Loop Design Pack (Markdown in-chat; or as files if requested) containing:

Context snapshot (goal, ICP/segments, constraints, timebox)
Loop inventory + baseline (current loops and where the system currently gets growth)
Loop map (qualitative model) (micro loops + macro loop; how loops connect)
Loop candidates + mechanism library (platform/channel mechanisms; ethical/policy-compliant)
Loop scorecard + selection (top 1–2 loops to build/scale; optimize vs innovate recommendation)
Measurement plan (loop KPIs, leading indicators, required instrumentation)
Experiment backlog + 30/60/90 plan (tests, sequencing, dependencies, owners if known)
Risks / Open questions / Next steps (always included)

Templates and checklists:

references/TEMPLATES.md
references/CHECKLISTS.md
references/RUBRIC.md
Expanded guidance: references/WORKFLOW.md

生成增长循环设计包（聊天内Markdown格式；或按需提供文件形式），包含：

背景快照（目标、ICP/细分群体、约束条件、时间限制）
循环清单 + 基准数据（现有循环以及当前增长系统的增长来源）
循环图谱（定性模型）（微循环 + 宏循环；各循环的关联方式）
循环候选方案 + 机制库（平台/渠道机制；符合伦理/政策要求）
循环评分卡 + 筛选结果（优先构建/规模化的1–2个循环；优化vs创新建议）
衡量计划（循环KPI、领先指标、所需埋点）
实验待办清单 + 30/60/90计划（测试内容、执行顺序、依赖项、已知负责人）
风险 / 待解决问题 / 下一步行动（必须包含）

模板和检查清单：

[references/TEMPLATES.md]
[references/CHECKLISTS.md]
[references/RUBRIC.md]
扩展指南：[references/WORKFLOW.md]

Workflow (7 steps)

工作流程（7个步骤）

1) Intake + growth goal framing

1) 需求收集 + 增长目标梳理

Inputs: User context; references/INTAKE.md.
Actions: Clarify the growth goal (what metric, by when), the target segment(s), and constraints (budget, brand, platform rules, capacity). Decide whether the priority is innovation (new loop) vs optimization (existing loop).
Outputs: Context snapshot + “decision this work informs.”
Checks: A stakeholder can answer: “Which metric changes by when, and what will we do differently if it doesn’t?”

Inputs: 用户背景；[references/INTAKE.md]。
Actions: 明确增长目标（哪个指标、在何时达成）、目标细分群体以及约束条件（预算、品牌、平台规则、资源）。确定工作优先级是创新（新循环）vs 优化（现有循环）。
Outputs: 背景快照 + “本次工作要支撑的决策”。
Checks: 利益相关者能够回答：“哪个指标会在何时发生变化，如果未达成我们会采取什么不同的行动？”

2) Baseline the current growth system (loops + funnel)

2) 梳理当前增长系统的基准（循环 + 漏斗）

Inputs: Current acquisition sources, funnel, retention, referral/share, unit economics (if any).
Actions: Inventory existing loops (even if weak). Identify the core value moment and the “loop output” that could feed back (invites, content, word-of-mouth, spend, integrations).
Outputs: Loop inventory + baseline table.
Checks: Baseline includes at least one number for each: acquisition volume, activation rate, retention/engagement proxy.

Inputs: 当前获客来源、转化漏斗、留存、推荐/分享数据、单位经济效益（如有）。
Actions: 盘点现有循环（即使效果不佳）。确定核心价值时刻以及可反馈的“循环输出”（邀请、内容、口碑、投入、集成）。
Outputs: 循环清单 + 基准数据表。
Checks: 基准数据至少包含以下各一项数据：获客量、激活率、留存/参与度替代指标。

3) Generate loop candidates (micro + macro)

3) 生成循环候选方案（微循环 + 宏循环）

Inputs: Baseline + constraints.
Actions: Create 6–10 loop hypotheses across categories (viral/referral, content/UGC, SEO, partner/integration, sales, paid). For each, specify: input → action → output → feedback. Include at least one “bigger bet” loop if in a fast-moving category.
Outputs: Loop candidates list + draft mechanism library.
Checks: Each candidate has a plausible “self-reinforcing” feedback path and a likely cycle time.

Inputs: 基准数据 + 约束条件。
Actions: 跨类别生成6–10个循环假设（病毒式/推荐式、内容/UGC、SEO、合作伙伴/集成、销售、付费）。针对每个假设，明确：输入 → 行动 → 输出 → 反馈。如果处于快速变化的领域，至少包含一个“更大胆的赌注”循环。
Outputs: 循环候选方案列表 + 机制库草稿。
Checks: 每个候选方案都有合理的“自我强化”反馈路径和预期周期。

4) Model loops qualitatively (shared understanding)

4) 定性建模循环（达成共识）

Inputs: Loop candidates; stakeholder context.
Actions: Produce a qualitative loop map: micro loops connected into a macro loop. Document assumptions, bottlenecks, and where you expect compounding.
Outputs: Loop map (diagram or table) + bottleneck hypotheses.
Checks: Someone unfamiliar with the product can explain “how we grow” in 60 seconds using the map.

Inputs: 循环候选方案；利益相关者背景。
Actions: 生成定性的循环图谱：将微循环连接成宏循环。记录假设、瓶颈以及预期产生复利效应的环节。
Outputs: 循环图谱（图表或表格） + 瓶颈假设。
Checks: 不熟悉该产品的人可以用60秒时间通过图谱解释“我们如何实现增长”。

5) Quantify + prioritize (scorecard + gates)

5) 量化 + 优先级排序（评分卡 + 门槛）

Inputs: Qual loop map; best-available metrics.
Actions: Estimate loop throughput with simple math (conversion × frequency × invites/content × acceptance). Score loops using a scorecard (impact, confidence, effort, cycle time). Apply gates:
- Paid loops: only proceed if LTV/margin supports CAC/payback targets.
- Channel fit: ensure Customer × Business × Medium alignment.
Outputs: Loop scorecard + top 1–2 loop picks + innovate/optimize split recommendation.
Checks: Each chosen loop has (a) a measurable KPI, (b) a first experiment, and (c) a reason it wins vs alternatives.

Inputs: 定性循环图谱；现有最佳指标。
Actions: 用简单的数学计算（转化率 × 频率 × 邀请/内容 × 接受率）估算循环吞吐量。使用评分卡（影响力、置信度、投入成本、周期）对循环打分。应用门槛：
- 付费循环： 仅当LTV/毛利率支持CAC/投资回收期目标时才推进。
- 渠道适配性： 确保客户×业务×媒介的对齐。
Outputs: 循环评分卡 + 优先选择的1–2个循环 + 创新/优化分配建议。
Checks: 每个选中的循环都具备（a）可衡量的KPI，（b）首个实验，（c）相较于其他方案的胜出理由。

6) Design the measurement plan (metrics + instrumentation)

6) 设计衡量计划（指标 + 埋点）

Inputs: Selected loop(s).
Actions: Define loop KPIs and leading indicators; specify required events/properties and dashboards. Identify instrumentation gaps and the minimum tracking needed to learn.
Outputs: Measurement + instrumentation plan.
Checks: Every experiment metric is traceable to an event definition and a data source.

Inputs: 选中的循环。
Actions: 定义循环KPI和领先指标；明确所需的事件/属性和仪表盘。识别埋点缺口以及学习所需的最低跟踪要求。
Outputs: 衡量 + 埋点计划。
Checks: 每个实验指标都可追溯到事件定义和数据源。

7) Build the experiment plan + quality gate

7) 制定实验计划 + 质量校验

Inputs: Draft pack; references/CHECKLISTS.md and references/RUBRIC.md.
Actions: Create an experiment backlog and 30/60/90 plan (sequencing, dependencies, owners if known). Run the checklist and score with the rubric. Always include Risks / Open questions / Next steps.
Outputs: Final Growth Loop Design Pack.
Checks: Next 2 weeks of work are unblocked and measurable; risks include policy/ethics considerations.

Inputs: 设计包草稿；[references/CHECKLISTS.md]和[references/RUBRIC.md]。
Actions: 创建实验待办清单和30/60/90计划（执行顺序、依赖项、已知负责人）。对照检查清单并使用评分卡打分。必须包含风险 / 待解决问题 / 下一步行动。
Outputs: 最终增长循环设计包。
Checks: 未来2周的工作无阻塞且可衡量；风险包含政策/伦理考量。

Quality gate (required)

质量校验（必填）

Use references/CHECKLISTS.md and references/RUBRIC.md.
Always include: Risks, Open questions, Next steps.

使用[references/CHECKLISTS.md]和[references/RUBRIC.md]。
必须包含：风险、待解决问题、下一步行动。

Examples

示例

Example 1 (B2B SaaS, partner/integration loop):
“Use

designing-growth-loops

. Product: AI onboarding assistant for mid-market HR teams. Goal: +30% WAU in 90 days. Channels today: outbound + partnerships. Output: a Growth Loop Design Pack with an integration/partner loop and a referral loop, including metrics and a 30/60/90 experiment plan.”

Example 2 (B2C, viral/content loop):
“We’re building a mobile photo editor for creators. Goal: grow from 20k to 60k MAU in 8 weeks. Output a loop map, a mechanism library for Instagram/TikTok sharing, and a prioritized experiment backlog.”

Boundary example (not a loop problem):
“Write copy for our landing page headline.”
Response: this is primarily copywriting/positioning, not loop design; clarify the goal and use

copywriting

or a messaging skill instead.

示例1（B2B SaaS，合作伙伴/集成循环）：
“使用

designing-growth-loops

。产品：面向中端市场HR团队的AI入职助手。目标：90天内周活跃用户（WAU）增长30%。当前渠道： outbound + 合作伙伴。输出：包含集成/合作伙伴循环和推荐循环的增长循环设计包，附带指标和30/60/90实验计划。”

示例2（B2C，病毒式/内容循环）：
“我们正在为创作者打造一款移动端照片编辑器。目标：8周内将月活跃用户（MAU）从2万增长到6万。输出循环图谱、适用于Instagram/TikTok分享的机制库，以及优先级排序的实验待办清单。”

边界示例（非循环问题）：
“为我们的着陆页标题撰写文案。”
回应：这主要是文案撰写/定位工作，而非循环设计；请明确目标并使用

copywriting

或相关的文案技能。