https://cdn.sanity.io/files/btop3zhg/production/6cdd8502a5fd...

Closest thing I could find poking around.

Here is an example of one of their core growth plan items from the strategy above:

"Social Media Campaigns, Organic and Paid Driving key messages around digital hygiene, decentralisation, and security on social media platforms to raise awareness."

The whole pdf is basically a collection of the remedial "go-to" SaaS growth blog posts everyone thinking about startups read: make content, build a community, turn your community into advocates, write about things people care about etc etc.

Given I've done this stuff for some 20+ years now, here is what is missing and frankly what most folks miss/don't want to admit:

This document basically has no ICP, who is the ideal customer? What is their persona? Who specifically are they, like, super specifically! You can't start with "oh anyone who wants anon-privacy first msg'ing!" That would have been like me at digitalocean saying "oh it's for anyone who needs a VM" - you can't execute a series of steps with that, you can't boil the ocean so to speak, we had to work through communities one at a time, we did: rails, node, php, devops/config management, in that order, split up over quarters and years, maybe it looked like we just...did developers, but we didn't, we slowly worked our way through all the developer communities slightly tailoring towards them while keeping things general enough.

The biggest problem here tho is the classic vitamin vs. aspirin problem. They're selling "better privacy" and "decentralization" - these are vitamins for the vast majority of people - they're things people say they care about in surveys but don't actually switch apps for. The 85% of adults who "want to do more to protect their privacy" aren't switching off WhatsApp. Are they the most secure messenger, or are they a token ecosystem with staking? Those attract fundamentally different people with different motivations...so just bolting them together creates confusion.

Folks need to stop thinking "we're going to do marketing" = "we're going to build a business" marketing, go to market, growth.. these are tiny components of overall business strategy. </rant>

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