Is it better for Superhuman to focus on acquiring new users or increasing engagement of existing ones?

Introduction

The trade-off question at hand is whether Superhuman should focus on acquiring new users or increasing engagement of existing ones. This scenario involves balancing growth strategies for a premium email client known for its speed and efficiency. I'll analyze this trade-off by examining the product context, potential impacts, key metrics, and experimental approaches to inform a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking Superhuman is at a growth stage where both user acquisition and engagement are crucial. Could you provide more context on the current user base size and growth rate?

Why it matters: Helps determine if we've reached critical mass for focusing on engagement. Expected answer: Moderate user base with steady growth. Impact on approach: Balanced strategy between acquisition and engagement.

• Business Context: Based on Superhuman's premium pricing model, I assume retention is a key driver of revenue. How does our current churn rate compare to industry standards?

Why it matters: Influences whether we should prioritize retention over acquisition. Expected answer: Lower than average churn due to high-quality product. Impact on approach: Might lean towards engagement if churn is already low.

• User Impact: Considering Superhuman's target audience of professionals and power users, I'm curious about our user segmentation. Do we see significant differences in engagement patterns across user segments?

Why it matters: Helps identify which user groups to focus on for engagement efforts. Expected answer: Variations in engagement across job roles or industries. Impact on approach: Tailored engagement strategies for different segments.

• Technical: Given Superhuman's focus on speed and efficiency, I'm wondering about our current technical capacity. Are there any scalability concerns that might impact our ability to onboard new users rapidly?

Why it matters: Determines if we have technical limitations for aggressive user acquisition. Expected answer: Robust infrastructure with some room for growth. Impact on approach: Could influence the pace of acquisition efforts.

• Resource: Considering the potential shift in focus, I'm curious about our current team structure. How are our product and marketing resources currently allocated between acquisition and engagement initiatives?

Why it matters: Helps understand the effort required to shift focus. Expected answer: Slightly more resources on acquisition currently. Impact on approach: Might require team restructuring for a significant strategy shift.