What is activation in lifecycle marketing?

Activation is the first moment a new user experiences the product's core value — the 'aha' event that predicts retention. Defining activation precisely (e.g. '3 messages sent in week 1') is the highest-leverage lifecycle decision because every downstream metric compounds from it.

How do retention curves affect LTV?

LTV is roughly the area under the retention curve multiplied by ARPU. Small lifts in early retention (week 1, week 4) compound massively because they raise the floor of every later cohort. The Lifecycle chapter mini-game lets you literally drag retention curves and see LTV move in real time.

What does the Lifecycle chapter mini-game teach?

You drag cohort retention curves into different shapes — flat tail vs. steep early drop — and watch LTV, payback period, and steady-state revenue update live. It builds intuition for why retention work usually beats acquisition work on a dollar-for-dollar basis.

What is resurrection in lifecycle marketing?

Resurrection is winning back churned users. It's typically cheaper than acquisition (you have data and an existing relationship) but harder than retention (something already broke). A resurrection program is worth building once monthly churn × user base exceeds a few hundred users/month.

Chapter 07 · Lifecycle — Growth Marketing

Growth / A Story

Ch. 07 · Lifecycle

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