referral-program

Referral Program Design

Purpose

Design a referral program that turns existing users into an acquisition channel. Define the incentive model, sharing mechanics, copy, and launch plan. Focus on programs that actually get used — not "refer a friend" links that collect dust.

Reads

• brand/audience.md — Personas, what they value, their networks
• brand/positioning.md — Value props, pricing context for incentive sizing
• brand/voice-profile.md — Brand voice for all referral copy

Brand Integration

• audience.md — Incentive type depends on audience. B2B audiences prefer account credits. B2C audiences prefer discounts or free months. Developer audiences prefer swag or extended trials.
• positioning.md — Referral messaging reinforces the brand's positioning angle, not generic 'share with a friend' copy. If positioning is around simplicity, the referral CTA is 'Know someone drowning in complexity?'
• voice-profile.md — All referral copy (dashboard prompts, share text, emails) should match the brand voice. A casual brand writes "Your friend's gonna love this" while a professional brand writes "Share a professional recommendation."

Workflow

Step 1: Choose Referral Model

Evaluate and recommend the right model:

One-Sided (Referrer only gets reward)

• Best for: High-value products, enterprise, low-frequency purchases
• Pros: Simple, lower cost per referral
• Cons: Less motivation for referee to convert
• Example: "Give your friend our link, you get $50 credit"

Two-Sided (Both get reward)

• Best for: SaaS, marketplaces, subscription products
• Pros: Higher conversion (referee has incentive), feels fair
• Cons: Higher cost per referral
• Example: "Give $20, get $20"

Tiered (Rewards increase with referral count)

• Best for: Products with power users, community-driven products
• Pros: Creates referral champions, gamification
• Cons: Complex to communicate, top-heavy rewards
• Example: "1 referral = 1 month free. 5 = premium forever."