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2 resources from Reforge Blog we point founders to, and the questions each answers.

📄 Article
✓ Link checked Free Intermediate

The canonical explanation of why linear funnels break and self-reinforcing growth loops compound, from the team that trains growth leaders at top tech companies.

Growth Loops Are the New Funnels

From Reforge Blog by Brian Balfour & Reforge team ~15 min read

  • Funnels are one-directional and decay; loops feed their own output back into new-user input.
  • Every retained user should generate the next user through content, referral, or reinvested revenue.
  • Designing loops forces you to think about defensibility and compounding, not one-off campaigns.
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Answers What growth metrics should I actually track as an early-stage startup? What is a growth loop and why is it better than a funnel? When does cold outreach stop scaling, and what do I move to next?
📄 Article
✓ Link checked Free Advanced

This warns you against a specific mistake that happens after you correctly anchor on supply: building every feature suppliers ask for until you are running a service tool instead of a marketplace. It matters here because a narrow, well defined supply ICP can tempt you to over serve that one side at the expense of matching them to demand. Read it once supply is defined and you are tempted to keep customizing for them.

The Supply Features Trap Of Marketplaces

From Reforge Blog by Gilad Horev

  • Building every feature your defined supply side requests can quietly turn your marketplace into a service tool
  • Tie supply investment back to marketplace transaction volume, not supplier satisfaction alone
  • A precise ICP does not mean building everything that ICP asks for
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Answers How do I define an ideal customer for a two-sided marketplace where I have to pick two of them?
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