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+---
+title: Overview
+sidebar: Handbook
+showTitle: true
+---
+
+**The Marketing/Acquisition Team**
+
+Philosophy: Be kind, concise and direct.
+
+
+## Product positioning
+
+An **open source product analytics platform** addresses the lack of choice and control amongst disconnected analytics solutions by offering a **unified platform** with **control** over hosting, pricing, source, data, privacy and security.
+
+**Free PostHog** is positioned to solve product analytics problems for small non-enterprise teams.
+
+**Enterprise PostHog** is positioned to solve product analytics problems for larger teams and enterprises.
+
+**PostHog Cloud** is positioned to service clients who need less control.
+
+**PostHog Self Hosted** is positioned to service clients who need more control.
+
+
+## Target audience
+
+*Innovative technical teams*, more commonly found in startups, who care about:
+
+- a unified product analytics platform
+- open source
+- control: hosting, pricing, source, data, privacy and security
+
+We will expand to non-technical teams when we have achieved technical awareness saturation.
+
+### Goal 1: User acquisition
+
+Increase:
+
+- Open source self hosted installs
+  - Tracked in [AARRR dashboard](https://app.posthog.com/dashboard/2973)
+  - Page views tracked in [Marketing dashboard](https://app.posthog.com/dashboard/2881)
+- Premium self hosted leads
+  - Todo: needs consolidated tracking
+- Free cloud signups
+  - Todo: needs consolidated tracking
+- Premium cloud signups
+  - Todo: needs consolidated tracking
+
+### Goal 2: Community growth
+
+Increase:
+
+- GitHub stars
+  -  Tracked in Orbit
+- GitHub contributors
+  -  Tracked in Orbit
+- GitHub contributions
+  - Todo: needs consolidated tracking
+  - Plugin contributions
+    - Todo: needs consolidated tracking
+
+See [Community](./marketing/community) for community function.
+
+### Requirements
+
+#### Achieve complete tracking
+
+Tracking marketing efforts that contribute to acquisition and growth.
+
+Going beyond marketing, tracking through the funnel to improve targeting.
+
+#### Reduce effort to contribute
+
+Reduce the actions, time or complexity for us and our community to contribute.
+
+#### Reduce acquisition cost
+
+Reduce cost to acquire users and grow our community.
+
+
+## Functions
+
+Functions that contribute more to *Acquisition* than another metrics are owned by Marketing.
+
+Documentation contributes more to *Activation* and *Retention* than *Acquisition*. Marketing is a stakeholder in coverage and completeness.
+
+*Activation* and *Retention* contribute more to *Referral* than *Acquisition*.
+
+- Product marketing:
+  - research: market, competitor
+  - product positioning
+  - buyer personas
+  - messaging: website, careers, channel bios, README.md
+- Content marketing:
+  - [Blog](./marketing/blog): product releases, stories (team, product, customer)
+  - Audio: audio stories, podcast series
+  - [Video](https://www.youtube.com/channel/UCn4mJ4kK5KVSvozJre645LA): video stories, vlog series, showcases, tutorials
+  - [Newsletter](./marketing/newsletter): general, investor
+  - Handbook: team, culture
+- [Community](./marketing/community):
+  - social: Twitter, LinkedIn
+  - discussions: Slack, HN, StartupSchool, Reddit
+  - [onboarding](https://posthog.com/handbook/growth/sales/yc-onboarding): YC startups
+  - events: online, in-person
+  - networking: open source, analytics
+  - sponsorship: open source
+- [Press](./marketing/press):
+  - relationships
+  - announcements
+  - media packs
+- [Paid](./marketing/paid):
+  - search
+  - social
+  - communities
+  - newsletters
+  - websites
+  - podcasts
+  - events
+  - video
+- Technical:
+  - reporting
+  - tracking
+  - tooling
+  - SEO
+- Design:
+  - visual identity
+  - web properties
+  - channels
+
+### Team
+
+Prioritizing hiring for functions based on acquisition success and capacity in relation to other functions.
+
+- Product marketing: currently hiring
+- Content marketing: Mo
+- Community: hiring next
+- Press: 2022
+- Paid: 2022
+- Technical: hiring next
+
+Design provided as a service by the Design team.