Kairos MBA Masterclass·06:47

Case Study, Part 2: Referral, the Full-Funnel Snapshot with Metrics, and Brand X's Growth Loop

Chandrika Growth trainer - India Growth Lead at Canva, formerly growth and marketing at Flipkart; ISB MBA

The short version

Referral levers: codes for loyal customers and community (testimonials, ratings and reviews). Full snapshot for brand X with channels and metrics per stage: brand health, traffic, CPM; installs/CPI, sign-ups; wishlists, carts, DAU/WAU/MAU; transactions, GMV, CAC, ROAS; 1/3/6-month retention; referral redemptions and community growth (0:00-0:04).
Brand X loop: ad -> sign-up -> browse (input); first purchase, recommendations, discounts, lifecycle prompts (action); purchase and delivery satisfaction (output) feeding the next cycle. The funnel sets the strategy; the loop keeps it optimised (0:04-0:06).

At a glance, three clicks deep

Skim here first: the closed row is the glance, open is the study card with the key points and timestamps, and the ↓ link drops to that concept's full write-up below.

01The full-funnel snapshot: channels and metrics per stage, with GMV, CAC and ROASChannels + metrics per stage;›

Channels + metrics per stage; GMV, CAC, ROAS defined.

Referral and snapshot (0:00-0:04)

↓ Full write-up of this concept

02Brand X's growth loopAd -> buy -> satisfied -> buy again.›

Ad -> buy -> satisfied -> buy again.

Loop (0:04-0:06)

↓ Full write-up of this concept

The concepts in full

The full-funnel snapshot: channels and metrics per stage, with GMV, CAC and ROAS

Spend one dollar, the customer spends five: ROAS of 5. The snapshot puts a number like that on every stage.

Referral: referral codes for loyal customers; community via testimonials, ratings and reviews. Snapshot: Awareness - paid, organic, owned; brand health scores, traffic, impressions, CPM. Acquisition - paid and owned; installs/CPI, sign-ups, browse sessions, product-page views. Activation - wishlists, add-to-cart, checkouts, DAU/WAU/MAU. Revenue - owned channels, lifecycle promos, UX; transactions, GMV (total value of orders), CAC (cost to acquire a customer, awareness to purchase), ROAS (revenue / ad spend). Retention - 1-, 3-, 6-month retention, monthly visits per user. Referral - redemptions, incremental growth, community size (Telegram, Facebook).

Why it matters

A one-slide operating dashboard for a consumer brand.

This idea elsewherecontinuesDefining Success expands the metrics

Brand X's growth loop

A satisfied delivery is the input for the next purchase. That is the whole loop.

Input: sees an ad, signs up, browses. Actions: first purchase, then recommendations, relevant discounts, lifecycle prompts (push, email). Output: purchase and satisfaction on delivery, which re-enters as a returning buyer. The funnel sets the initial strategy; the loop keeps optimising it.

Why it matters

Closes the case study with the loop applied to the fictional brand.

Tools referenced

Tool	Coverage	Moment	Context
Telegram	mentioned		Community
Facebook	mentioned

Session materials

Archived locally on V: — click to open. Companion pages link to the LMS.

lms

Growth Funnel Case Study- Part 2

companion page on the platform

Action items

Resources mentioned

Resources

docLesson page on the platform

Extraction notes

This page was built from an auto-generated transcript, which garbles product and people's names. Those were corrected silently in everything above and logged here for transparency. The warnings flag claims that were true on the recording day but change fast.

Transcript corrections applied

The transcript says	The trainer actually means
pilot funnel / private funnel / a 3 r 3 funnel	pirate funnel (AAARRR)
group team(s) / growth 3 themes	growth team(s)
leap loop / growth group	growth loop
Mintra	Myntra
Forex / Next	brand X (the case-study brand)

True on recording day — verify before relying

Indian-market examples (Netflix and Spotify India pricing, UPI, Myntra, Flipkart) are recollections from an unstated 2023-24 recording date; the frameworks are evergreen