3.1 First 1,000 Users Strategy3.2 Growth Loop Mechanics3.3 Referral Engine3.4 Influencer Strategy3.5 Digital Acquisition Engine3.5.A Paid Acquisition — Ad Testing Framework and CAC Ladder3.5.B WOM Engineering System — Full Operational Manual3.6 8-Stage Growth Funnel3.6.A Growth Funnel — Drop-off Analysis and Debugging3.7 CAC Model & Budget3.8 Cohort Analysis & Retention Model
CAC Trajectory (Month 1 → Month 3)
| Metric | Month 1 (Apr) | Month 2 (May) | Month 3 (Jun) | Driver |
|---|---|---|---|---|
| Total Budget | $16,000 | $16,000 | $16,000 | Fixed monthly allocation |
| Est. Installs | 1,500–2,500 | 4,000–6,000 | 8,000–10,000 | Referral flywheel + organic |
| Blended CAC (install) | $15–25 | $10–18 | $8–15 | Referral & organic scaling |
| CAC (event attendee) | N/A (Phase 1) | N/A (Phase 2) | $35–60 | Phase 3 only |
| CAC (paying user) | $80–150 | $55–100 | $40–75 | Premium upsell improving |
| Referral % of installs | 10–15% | 20–30% | 30–40% | Referral programme compounding |
Why CAC Improves Over Time
Referral Compounding: As the referral programme gains momentum, organic installs increase as a % of total. Each referred user costs $0 in paid acquisition.
Brand Awareness Growth: PR coverage, influencer content, and WOM reduce the paid media required to drive installs. Organic search and direct traffic increase.
Content Engine Scaling: Organic content (TikTok, Instagram) compounds over time. Posts from Month 1 continue driving installs in Month 3 at zero marginal cost.
Revenue Scenarios (Month 3 — post-PMF)
| Scenario | MRR | Users | Premium CVR | ARPPU |
|---|---|---|---|---|
| Conservative | $4,320 | 3,000 | 8% | $18 |
| Base Case | $13,200 | 5,000 | 12% | $22 |
| Optimistic | $31,200 | 8,000 | 15% | $26 |