{"id":"2468a75c-1da8-4622-a485-3ddf610277a2","shortId":"vu7BdC","kind":"skill","title":"referral-program","tagline":"You are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.","description":"# Referral & Affiliate Programs\n\nYou are an expert in viral growth and referral marketing with access to referral program data and third-party tools. Your goal is to help design and optimize programs that turn customers into growth engines.\n\n## Before Starting\n\nGather this context (ask if not provided):\n\n### 1. Program Type\n- Are you building a customer referral program, affiliate program, or both?\n- Is this B2B or B2C?\n- What's the average customer value (LTV)?\n- What's your current CAC from other channels?\n\n### 2. Current State\n- Do you have an existing referral/affiliate program?\n- What's your current referral rate (% of customers who refer)?\n- What incentives have you tried?\n- Do you have customer NPS or satisfaction data?\n\n### 3. Product Fit\n- Is your product shareable? (Does using it involve others?)\n- Does your product have network effects?\n- Do customers naturally talk about your product?\n- What triggers word-of-mouth currently?\n\n### 4. Resources\n- What tools/platforms do you use or consider?\n- What's your budget for referral incentives?\n- Do you have engineering resources for custom implementation?\n\n---\n\n## Referral vs. Affiliate: When to Use Each\n\n### Customer Referral Programs\n\n**Best for:**\n- Existing customers recommending to their network\n- Products with natural word-of-mouth\n- Building authentic social proof\n- Lower-ticket or self-serve products\n\n**Characteristics:**\n- Referrer is an existing customer\n- Motivation: Rewards + helping friends\n- Typically one-time or limited rewards\n- Tracked via unique links or codes\n- Higher trust, lower volume\n\n### Affiliate Programs\n\n**Best for:**\n- Reaching audiences you don't have access to\n- Content creators, influencers, bloggers\n- Products with clear value proposition\n- Higher-ticket products that justify commissions\n\n**Characteristics:**\n- Affiliates may not be customers\n- Motivation: Revenue/commission\n- Ongoing commission relationship\n- Requires more management\n- Higher volume, variable trust\n\n### Hybrid Approach\n\nMany successful programs combine both:\n- Referral program for customers (simple, small rewards)\n- Affiliate program for partners (larger commissions, more structure)\n\n---\n\n## Referral Program Design\n\n### The Referral Loop\n\n```\n┌─────────────────────────────────────────────────────┐\n│                                                     │\n│  ┌──────────┐    ┌──────────┐    ┌──────────┐     │\n│  │ Trigger  │───▶│  Share   │───▶│ Convert  │     │\n│  │ Moment   │    │  Action  │    │ Referred │     │\n│  └──────────┘    └──────────┘    └──────────┘     │\n│       ▲                               │            │\n│       │                               │            │\n│       └───────────────────────────────┘            │\n│                  Reward                            │\n└─────────────────────────────────────────────────────┘\n```\n\n### Step 1: Identify Trigger Moments\n\nWhen are customers most likely to refer?\n\n**High-intent moments:**\n- Right after first \"aha\" moment\n- After achieving a milestone\n- After receiving exceptional support\n- After renewing or upgrading\n- When they tell you they love the product\n\n**Natural sharing moments:**\n- When the product involves collaboration\n- When they're asked \"what tool do you use?\"\n- When they share results publicly\n- When they complete something shareable\n\n### Step 2: Design the Share Mechanism\n\n**Methods ranked by effectiveness:**\n\n1. **In-product sharing** — Highest conversion, feels native\n2. **Personalized link** — Easy to track, works everywhere\n3. **Email invitation** — Direct, personal, higher intent\n4. **Social sharing** — Broadest reach, lowest conversion\n5. **Referral code** — Memorable, works offline\n\n**Best practice:** Offer multiple sharing options, lead with the highest-converting method.\n\n### Step 3: Choose Incentive Structure\n\n**Single-sided rewards** (referrer only):\n- Simpler to explain\n- Works for high-value products\n- Risk: Referred may feel no urgency\n\n**Double-sided rewards** (both parties):\n- Higher conversion rates\n- Creates win-win framing\n- Standard for most programs\n\n**Tiered rewards:**\n- Increases engagement over time\n- Gamifies the referral process\n- More complex to communicate\n\n### Incentive Types\n\n| Type | Pros | Cons | Best For |\n|------|------|------|----------|\n| Cash/credit | Universally valued | Feels transactional | Marketplaces, fintech |\n| Product credit | Drives usage | Only valuable if they'll use it | SaaS, subscriptions |\n| Free months | Clear value | May attract freebie-seekers | Subscription products |\n| Feature unlock | Low cost to you | Only works for gated features | Freemium products |\n| Swag/gifts | Memorable, shareable | Logistics complexity | Brand-focused companies |\n| Charity donation | Feel-good | Lower personal motivation | Mission-driven brands |\n\n### Incentive Sizing Framework\n\n**Calculate your maximum incentive:**\n```\nMax Referral Reward = (Customer LTV × Gross Margin) - Target CAC\n```\n\n**Example:**\n- LTV: $1,200\n- Gross margin: 70%\n- Target CAC: $200\n- Max reward: ($1,200 × 0.70) - $200 = $640\n\n**Typical referral rewards:**\n- B2C: $10-50 or 10-25% of first purchase\n- B2B SaaS: $50-500 or 1-3 months free\n- Enterprise: Higher, often custom\n\n---\n\n## Referral Program Examples\n\n### Dropbox (Classic)\n\n**Program:** Give 500MB storage, get 500MB storage\n**Why it worked:**\n- Reward directly tied to product value\n- Low friction (just an email)\n- Both parties benefit equally\n- Gamified with progress tracking\n\n### Uber/Lyft\n\n**Program:** Give $10 ride credit, get $10 when they ride\n**Why it worked:**\n- Immediate, clear value\n- Double-sided incentive\n- Easy to share (code/link)\n- Triggered at natural moments\n\n### Morning Brew\n\n**Program:** Tiered rewards for subscriber referrals\n- 3 referrals: Newsletter stickers\n- 5 referrals: T-shirt\n- 10 referrals: Mug\n- 25 referrals: Hoodie\n\n**Why it worked:**\n- Gamification drives ongoing engagement\n- Physical rewards are shareable (more referrals)\n- Low cost relative to subscriber value\n- Built status/identity\n\n### Notion\n\n**Program:** $10 credit per referral (education)\n**Why it worked:**\n- Targeted high-sharing audience (students)\n- Product naturally spreads in teams\n- Credit keeps users engaged\n\n---\n\n## Affiliate Program Design\n\n### Commission Structures\n\n**Percentage of sale:**\n- Standard: 10-30% of first sale or first year\n- Works for: E-commerce, SaaS with clear pricing\n- Example: \"Earn 25% of every sale you refer\"\n\n**Flat fee per action:**\n- Standard: $5-500 depending on value\n- Works for: Lead gen, trials, freemium\n- Example: \"$50 for every qualified demo\"\n\n**Recurring commission:**\n- Standard: 10-25% of recurring revenue\n- Works for: Subscription products\n- Example: \"20% of subscription for 12 months\"\n\n**Tiered commission:**\n- Works for: Motivating high performers\n- Example: \"20% for 1-10 sales, 25% for 11-25, 30% for 26+\"\n\n### Cookie Duration\n\nHow long after click does affiliate get credit?\n\n| Duration | Use Case |\n|----------|----------|\n| 24 hours | High-volume, low-consideration purchases |\n| 7-14 days | Standard e-commerce |\n| 30 days | Standard SaaS/B2B |\n| 60-90 days | Long sales cycles, enterprise |\n| Lifetime | Premium affiliate relationships |\n\n### Affiliate Recruitment\n\n**Where to find affiliates:**\n- Existing customers who create content\n- Industry bloggers and reviewers\n- YouTubers in your niche\n- Newsletter writers\n- Complementary tool companies\n- Consultants and agencies\n\n**Outreach template:**\n```\nSubject: Partnership opportunity — [Your Product]\n\nHi [Name],\n\nI've been following your content on [topic] — particularly [specific piece] — and think there could be a great fit for a partnership.\n\n[Your Product] helps [audience] [achieve outcome], and I think your audience would find it valuable.\n\nWe offer [commission structure] for partners, plus [additional benefits: early access, co-marketing, etc.].\n\nWould you be open to learning more?\n\n[Your name]\n```\n\n### Affiliate Enablement\n\nProvide affiliates with:\n- [ ] Unique tracking links/codes\n- [ ] Product overview and key benefits\n- [ ] Target audience description\n- [ ] Comparison to competitors\n- [ ] Creative assets (logos, banners, images)\n- [ ] Sample copy and talking points\n- [ ] Case studies and testimonials\n- [ ] Demo access or free account\n- [ ] FAQ and objection handling\n- [ ] Payment terms and schedule\n\n---\n\n## Viral Coefficient & Modeling\n\n### Key Metrics\n\n**Viral coefficient (K-factor):**\n```\nK = Invitations × Conversion Rate\n\nK > 1 = Viral growth (each user brings more than 1 new user)\nK < 1 = Amplified growth (referrals supplement other acquisition)\n```\n\n**Example:**\n- Average customer sends 3 invitations\n- 15% of invitations convert\n- K = 3 × 0.15 = 0.45\n\n**Referral rate:**\n```\nReferral Rate = (Customers who refer) / (Total customers)\n```\n\nBenchmarks:\n- Good: 10-25% of customers refer\n- Great: 25-50%\n- Exceptional: 50%+\n\n**Referrals per referrer:**\n```\nHow many successful referrals does each referring customer generate?\n```\n\nBenchmarks:\n- Average: 1-2 referrals per referrer\n- Good: 2-5\n- Exceptional: 5+\n\n### Calculating Referral Program ROI\n\n```\nReferral Program ROI = (Revenue from referred customers - Program costs) / Program costs\n\nProgram costs = Rewards paid + Tool costs + Management time\n```\n\n**Track separately:**\n- Cost per referred customer (CAC via referral)\n- LTV of referred customers (often higher than average)\n- Payback period for referral rewards\n\n---\n\n## Program Optimization\n\n### Improving Referral Rate\n\n**If few customers are referring:**\n- Ask at better moments (after wins, not randomly)\n- Simplify the sharing process\n- Test different incentive types\n- Make the referral prominent in product\n- Remind via email campaigns\n- Reduce friction in the flow\n\n**If referrals aren't converting:**\n- Improve the landing experience for referred users\n- Strengthen the incentive for new users\n- Test different messaging on referral pages\n- Ensure the referrer's endorsement is visible\n- Shorten the path to value\n\n### A/B Tests to Run\n\n**Incentive tests:**\n- Reward amount (10% higher, 20% higher)\n- Reward type (credit vs. cash vs. free months)\n- Single vs. double-sided\n- Immediate vs. delayed reward\n\n**Messaging tests:**\n- How you describe the program\n- CTA copy on share buttons\n- Email subject lines for referral invites\n- Landing page copy for referred users\n\n**Placement tests:**\n- Where the referral prompt appears\n- When it appears (trigger timing)\n- How prominent it is\n- In-app vs. email prompts\n\n### Common Problems & Fixes\n\n| Problem | Likely Cause | Fix |\n|---------|--------------|-----|\n| Low awareness | Program not visible | Add prominent in-app prompts |\n| Low share rate | Too much friction | Simplify to one click |\n| Low conversion | Weak landing page | Optimize referred user experience |\n| Fraud/abuse | Gaming the system | Add verification, limits |\n| One-time referrers | No ongoing motivation | Add tiered/gamified rewards |\n\n---\n\n## Fraud Prevention\n\n### Common Referral Fraud\n\n- Self-referrals (creating fake accounts)\n- Referral rings (groups referring each other)\n- Coupon sites posting referral codes\n- Fake email addresses\n- VPN/device spoofing\n\n### Prevention Measures\n\n**Technical:**\n- Email verification required\n- Device fingerprinting\n- IP address monitoring\n- Delayed reward payout (after activation)\n- Minimum activity threshold\n\n**Policy:**\n- Clear terms of service\n- Maximum referrals per period\n- Reward clawback for refunds/chargebacks\n- Manual review for suspicious patterns\n\n**Structural:**\n- Require referred user to take meaningful action\n- Cap lifetime rewards\n- Pay rewards in product credit (less attractive to fraudsters)\n\n---\n\n## Tools & Platforms\n\n### Referral Program Tools\n\n**Full-featured platforms:**\n- ReferralCandy — E-commerce focused\n- Ambassador — Enterprise referral programs\n- Friendbuy — E-commerce and subscription\n- GrowSurf — SaaS and tech companies\n- Viral Loops — Template-based campaigns\n\n**Built-in options:**\n- Stripe (basic referral tracking)\n- HubSpot (CRM-integrated)\n- Segment (tracking and analytics)\n\n### Affiliate Program Tools\n\n**Affiliate networks:**\n- ShareASale — Large merchant network\n- Impact — Enterprise partnerships\n- PartnerStack — SaaS focused\n- Tapfiliate — Simple SaaS affiliate tracking\n- FirstPromoter — SaaS affiliate management\n\n**Self-hosted:**\n- Rewardful — Stripe-integrated affiliates\n- Refersion — E-commerce affiliates\n\n### Choosing a Tool\n\nConsider:\n- Integration with your payment system\n- Fraud detection capabilities\n- Payout management\n- Reporting and analytics\n- Customization options\n- Price vs. program scale\n\n---\n\n## Email Sequences for Referral Programs\n\n### Referral Program Launch\n\n**Email 1: Announcement**\n```\nSubject: You can now earn [reward] for sharing [Product]\n\nBody:\nWe just launched our referral program!\n\nShare [Product] with friends and earn [reward] for each person who signs up. They get [their reward] too.\n\n[Unique referral link]\n\nHere's how it works:\n1. Share your link\n2. Friend signs up\n3. You both get [reward]\n\n[CTA: Share now]\n```\n\n### Referral Nurture Sequence\n\n**After signup (if they haven't referred):**\n- Day 7: Remind about referral program\n- Day 30: \"Know anyone who'd benefit?\"\n- Day 60: Success story + referral prompt\n- After milestone: \"You just [achievement] — know others who'd want this?\"\n\n### Re-engagement for Past Referrers\n\n```\nSubject: Your friends are loving [Product]\n\nBody:\nRemember when you referred [Name]? They've [achievement/milestone].\n\nKnow anyone else who'd benefit? You'll earn [reward] for each friend who joins.\n\n[Referral link]\n```\n\n---\n\n## Measuring Success\n\n### Dashboard Metrics\n\n**Program health:**\n- Active referrers (referred someone in last 30 days)\n- Total referrals (invites sent)\n- Referral conversion rate\n- Rewards earned/paid\n\n**Business impact:**\n- % of new customers from referrals\n- CAC via referral vs. other channels\n- LTV of referred customers\n- Referral program ROI\n\n### Cohort Analysis\n\nTrack referred customers separately:\n- Do they convert faster?\n- Do they have higher LTV?\n- Do they refer others at higher rates?\n- Do they churn less?\n\nTypical findings:\n- Referred customers have 16-25% higher LTV\n- Referred customers have 18-37% lower churn\n- Referred customers refer others at 2-3x rate\n\n---\n\n## Launch Checklist\n\n### Before Launch\n\n- [ ] Define program goals and success metrics\n- [ ] Design incentive structure\n- [ ] Build or configure referral tool\n- [ ] Create referral landing page\n- [ ] Design email templates\n- [ ] Set up tracking and attribution\n- [ ] Define fraud prevention rules\n- [ ] Create terms and conditions\n- [ ] Test complete referral flow\n- [ ] Plan launch announcement\n\n### Launch\n\n- [ ] Announce to existing customers (email)\n- [ ] Add in-app referral prompts\n- [ ] Update website with program details\n- [ ] Brief support team on program\n- [ ] Monitor for fraud/issues\n- [ ] Track initial metrics\n\n### Post-Launch (First 30 Days)\n\n- [ ] Review conversion funnel\n- [ ] Identify top referrers\n- [ ] Gather feedback on program\n- [ ] Fix any friction points\n- [ ] Plan first optimizations\n- [ ] Send reminder emails to non-referrers\n\n---\n\n## Questions to Ask\n\nIf you need more context:\n1. What type of program are you building (referral, affiliate, or both)?\n2. What's your customer LTV and current CAC?\n3. Do you have an existing program, or starting from scratch?\n4. What tools/platforms are you using or considering?\n5. What's your budget for rewards/commissions?\n6. Is your product naturally shareable (involves others, visible results)?\n\n---\n\n## Related Skills\n\n- **launch-strategy**: For launching referral program effectively\n- **email-sequence**: For referral nurture campaigns\n- **marketing-psychology**: For understanding referral motivation\n- **analytics-tracking**: For tracking referral attribution\n- **pricing-strategy**: For structuring rewards relative to LTV\n\n## When to Use\nThis skill is applicable to execute the workflow or actions described in the overview.\n\n## Limitations\n- Use this skill only when the task clearly matches the scope described above.\n- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.\n- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are 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'run':1304 'saa':567,660,826,1539,1578,1582,1586 'saas/b2b':931 'safeti':2131 'sale':811,817,835,891,936 'sampl':1064 'satisfact':153 'scale':1624 'schedul':1085 'scope':2102 'scratch':2008 'seeker':577 'segment':1561 'self':245,1436,1590 'self-host':1589 'self-referr':1435 'self-serv':244 'send':1123,1962 'sent':1789 'separ':1203,1820 'sequenc':1626,1696,2046 'serv':246 'servic':1480 'set':1891 'share':350,398,416,428,438,460,475,729,792,1244,1340,1395,1643,1652,1679,1692 'shareabl':161,423,595,768,2029 'shareasal':1570 'shirt':751 'shorten':1296 'side':491,512,725,1325 'sign':1663,1684 'signup':1698 'simpl':332,1581 'simpler':495 'simplifi':1242,1400 'singl':490,1321 'single-sid':489 'site':1448 'size':615 'skill':2035,2078,2094 'skill-referral-program' 'small':333 'social':238,459 'someon':1781 'someth':422 'source-sickn33' 'specif':988,2116 'spoof':1456 'spread':797 'standard':524,812,842,862,924,930 'start':80,2006 'state':124 'status/identity':778 'step':356,424,484 'sticker':746 'stop':2122 'storag':680,683 'stori':1720 'strategi':2038,2067 'strengthen':1277 'stripe':1553,1594 'stripe-integr':1593 'structur':342,488,808,1019,1494,1878,2069 'student':794 'studi':1070 'subject':972,1343,1636,1740 'subscrib':741,775 'subscript':568,578,870,875,1537 'substitut':2112 'success':324,1160,1719,1773,1874,2134 'supplement':1117 'support':384,1929 'suspici':1492 'swag/gifts':593 'system':1416,1610 't-shirt':749 'take':1499 'talk':176,1067 'tapfili':1580 'target':628,637,789,1053 'task':2098 'team':799,1930 'tech':1541 'technic':1459 'tell':391 'templat':971,1546,1890 'template-bas':1545 'term':1083,1478,1901 'test':1246,1283,1302,1306,1331,1355,1904,2118 'testimoni':1072 'think':991,1009 'third':22,61 'third-parti':21,60 'threshold':1475 'ticket':242,298 'tie':689 'tier':528,738,879 'tiered/gamified':1428 'time':261,533,1201,1365,1422 'tool':24,63,410,965,1198,1514,1518,1567,1604,1883 'tools/platforms':190,2011 'top':1949 'topic':986 'topic-agent-skills' 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