Growth Loops & North Star Metric: SaleHay

Business Game Classification

Transaction Game — SaleHay's value scales with the number of successful referral-driven transactions (leads, sign-ups, purchases) processed through the platform between Brands (ORGs), Affiliates (CTVs), and End Customers.

North Star Metric

Monthly Successful Referrals (MSR) — The total number of verified, attributed conversions (leads or sales) driven through SaleHay affiliate links per month, across all ORGs.

Validation Against 7 Criteria

#	Criterion	Pass?	Reasoning
1	Easy to Understand	✅	"How many successful referrals did the platform generate this month?" — anyone gets it.
2	Customer-Centric	✅	Measures value delivered to both Brands (new customers) and Affiliates (earned commissions).
3	Sustainable Value	✅	Indicates healthy, repeating affiliate activity — not one-off spikes.
4	Vision Alignment	✅	Directly tracks platform adoption toward becoming SEA's affiliate infrastructure.
5	Quantitative	✅	Countable. Tracked via conversion pixels & API events.
6	Actionable	✅	Teams can improve it by onboarding more ORGs, activating more CTVs, or improving tracking accuracy.
7	Leading Indicator	✅	More referrals → more commissions paid → higher ORG retention → more revenue.

Input Metrics (Leading Indicators)

Input Metric	Definition	How It Drives NSM
Active ORGs	# of ORGs with ≥1 active affiliate link in the last 30 days	More active ORGs = more surface area for referrals
Active CTVs per ORG	Average # of affiliates generating ≥1 click per ORG	More active CTVs = more link distribution = more conversions
Click-to-Conversion Rate	% of affiliate link clicks that result in a verified conversion	Higher quality tracking & landing pages = more referrals per click
Payout Completion Rate	% of earned commissions paid out within 7 days	Faster payouts → higher CTV trust → more active CTVs
ORG Activation Rate	% of new ORGs that create their first affiliate link within 7 days of signup	Faster activation = faster time-to-first-referral

Growth Loops Analysis

Loop 1: Referral Loop (PRIMARY — Implement First)

Brand creates ORG portal on SaleHay
    → Invites 50-500 existing customers/partners as Affiliates
    → Each Affiliate gets unique tracking link
    → Affiliates share links on Zalo, Facebook, TikTok
    → End Customers convert (buy/sign up)
    → Affiliate earns commission, Brand gets new customer
    → Affiliate shares more (earning more)
    → Brand sees ROI, invites MORE affiliates
    ↻ LOOP REPEATS

Fit Score: 9/10 — This IS the core product. The entire SaleHay value prop IS a managed referral loop.
Loop Coefficient Estimate: If each ORG invites 100 CTVs, and each CTV brings 5 conversions/month, and 2% of end customers become CTVs themselves → K-factor ≈ 0.1 (slow but steady organic expansion).
Key Lever: Payout speed. The faster CTVs get paid, the more they share.

Loop 2: Viral Loop (SECONDARY — Layer at Scale)

Brand's Affiliate Portal shows "Powered by SaleHay"
    → Affiliate (who is also a small business owner) sees the tool
    → Thinks: "I need this for MY business too"
    → Signs up as a new ORG
    → Creates their OWN affiliate program
    ↻ LOOP REPEATS (B2B2B virality)

Fit Score: 7/10 — Classic "Powered by" strategy (like Calendly, Typeform). Works because CTVs are entrepreneurial by nature.
Loop Coefficient Estimate: If 1% of all active CTVs become new ORGs → With 10,000 CTVs, that's 100 new ORGs/year organically.
Key Lever: The Affiliate Portal must be impressively good-looking and branded, making CTVs think "I want this for my business."

Loop 3: Collaboration Loop (TERTIARY — Enterprise Upsell)

Brand Admin invites Sales Manager to co-manage affiliates
    → Sales Manager invites Regional Leads
    → Regional Leads manage local CTV clusters
    → Multi-seat usage drives Enterprise tier subscription
    ↻ LOOP REPEATS (land-and-expand within org)

Fit Score: 5/10 — Works mainly for larger ORGs with franchise/multi-branch structures.
Key Lever: Role-based access control (Admin, Manager, Viewer) must be seamless.

Loop 4: Usage Loop — Not Primary Fit

Fit Score: 3/10 — SaleHay is infrastructure, not a content platform. Users don't create "shareable content" inside the product.

Loop 5: User-Generated Loop — Not Applicable

Fit Score: 2/10 — No UGC mechanism inherent to the product.

Ranked Summary

Rank	Loop Type	Fit	Priority	Timeline
1	Referral Loop	9/10	PRIMARY	Day 1 (already built into product)
2	Viral Loop ("Powered by SaleHay")	7/10	SECONDARY	Month 3-6 (optimize portal branding)
3	Collaboration Loop (Multi-seat)	5/10	TERTIARY	Month 6-12 (Enterprise tier)
4	Usage Loop	3/10	Skip	—
5	User-Generated Loop	2/10	Skip	—

30-60-90 Day Implementation Roadmap

Phase	Actions	Target Metric
Day 1-30	Optimize CTV onboarding flow. Reduce time-to-first-link to <5 minutes. Implement instant payout notifications via Zalo.	ORG Activation Rate > 60%
Day 31-60	Add "Powered by SaleHay" branding on all Affiliate Portals. Create a landing page specifically for CTVs who want to become ORGs.	Track B2B2B conversion rate
Day 61-90	Launch multi-seat roles for Enterprise ORGs. Create an ORG-to-ORG referral incentive program (refer another business, get 1 free month).	Active ORGs growth MoM > 15%

Growth Loops & North Star Metric: SaleHay ​

Business Game Classification ​

North Star Metric ​

Validation Against 7 Criteria ​

Input Metrics (Leading Indicators) ​

Growth Loops Analysis ​

Loop 1: Referral Loop (PRIMARY — Implement First) ​

Loop 2: Viral Loop (SECONDARY — Layer at Scale) ​

Loop 3: Collaboration Loop (TERTIARY — Enterprise Upsell) ​

Loop 4: Usage Loop — Not Primary Fit ​

Loop 5: User-Generated Loop — Not Applicable ​

Ranked Summary ​

30-60-90 Day Implementation Roadmap ​