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Step 2: Turn your other products into a funnel

Weeks 1–2 · the highest-leverage step if you already have live products · ← Step 1 · Next: Step 3

Goal

Users who already installed something from you (browser extensions, other apps, a free tool) hear about the hero product at the right moment, and leave an email so you can reach them for every future launch.

Full method: strategy-product-as-funnel.

Steps

  • List your live products with weekly active users and who uses them, in growth/audience.md.
  • Match audiences. Only products whose users overlap with the hero product's users get cross-promo. An unrelated audience gives clicks, not users.
  • Write "give → get" for each fitting product: what value the user gets first, the moment they get it, and only then the ask (try the hero product, or leave an email).
  • Add the touchpoints, one or two per product:
  • a small "More from the developer" link or section (popup, settings or about screen),
  • the welcome page after install and the "what's new" page after an update,
  • an email capture with a specific promise ("one email when a new tool ships").
  • Tag the source on every link and every email sign-up, so you can see which product feeds which.
  • Check store rules before shipping: no deceptive ads, no forced interstitials, no pre-ticked consent. See the Chrome Web Store program policies and the App Review Guidelines.
  • Email rules (consent, double opt-in, deliverability): email-list-and-deliverability.

Done when

Every fitting product has a tagged cross-promo link and one capture point, and you can see clicks per product.

Track monthly

New email contacts per product · capture rate (new contacts ÷ active users) · installs of the hero product from cross-promo · unsubscribes.

Common mistakes

  • Asking for an email before the user got any value.
  • Promoting the hero product inside every product regardless of audience.
  • Collecting emails and never writing. One useful email a month keeps the list warm.