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Product-Led Growth: How to Build a Product That Sells Itself
“Product-Led Growth is about helping your customers experience the ongoing value your product provides...and this book shows you how it’s done.” - Nir Eyal, Author of “Hooked” and “Indistractible”
“As captivating as a good novel, Product-Led Growth is an absolute must-read for SaaS business owners.” - Omar Zenhom, CEO, WebinarNinja
“Why did I just blow $300K promoting a whitepaper?”
That’s the hard question I asked myself but couldn’t answer—after all, we were just following the same old SaaS playbook. Sure, sales cycles were long and acquisition was expensive, but that’s how everybody grew their companies.
But after I helped launch a freemium product that went from 0-100K users in less than 12 months, I realized the traditional way of selling software was deeply flawed.
Hi, I’m Wes Bush, founder of ProductLed.com. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers.
But what does it mean to be “product-led”? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it?
You’ll find answers to all of these questions inside this book. In addition, I’ll also show
How to save 3-6 months of development and hundreds of thousands of dollars by launching a free trial in 24 hours—and why you should do it (Ch. 10)
Which HUGE mistake ProfitWell's Patrick Campbell says can "kill your growth and set you up for long-term failure"...and how to avoid making it (Ch. 8)
How to turn more users into customers with the simple framework I invented—that already drives brands millions in revenue (Ch. 13)
Why you can't ever stop your churn, but how you can (almost) wipe it out (Ch. 15)
The 4-letter decision framework that will help you nail the right go-to-market strategy and growth model for your SaaS (Ch. 2)
Which of the 4 most common SaaS pricing strategies is the ONLY one with long-term viability (Ch. 9)
What the "Triple-A" sprint cycle is and how to use it to build a sustainable growth process—in just 1 month (Ch. 12)
How to stop paying customers from slipping away (Ch. 15)
The 3 apocalyptic "tidal waves" that are coming for SaaS companies—and what you MUST do to survive them (Ch. 1)
How to make free trial and freemium users hunger to upgrade to paid (Ch. 9)
The single biggest cause of leaky funnels and how to fix it, fast (Ch. 10)
Which 7 people you need in your “tiger team” to run a successful product-led growth team (Ch. 11)
The #1 thing to improve right now to maximize your customer lifetime value (Ch. 14)
Product-Led Growth also comes packed with “do this, not that” real-life examples from the industry’s biggest brands—as well as a collection of high-converting email scripts you can customize and send out immediately to turn more users into customers.
“As captivating as a good novel, Product-Led Growth is an absolute must-read for SaaS business owners.” - Omar Zenhom, CEO, WebinarNinja
“Why did I just blow $300K promoting a whitepaper?”
That’s the hard question I asked myself but couldn’t answer—after all, we were just following the same old SaaS playbook. Sure, sales cycles were long and acquisition was expensive, but that’s how everybody grew their companies.
But after I helped launch a freemium product that went from 0-100K users in less than 12 months, I realized the traditional way of selling software was deeply flawed.
Hi, I’m Wes Bush, founder of ProductLed.com. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers.
But what does it mean to be “product-led”? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it?
You’ll find answers to all of these questions inside this book. In addition, I’ll also show
How to save 3-6 months of development and hundreds of thousands of dollars by launching a free trial in 24 hours—and why you should do it (Ch. 10)
Which HUGE mistake ProfitWell's Patrick Campbell says can "kill your growth and set you up for long-term failure"...and how to avoid making it (Ch. 8)
How to turn more users into customers with the simple framework I invented—that already drives brands millions in revenue (Ch. 13)
Why you can't ever stop your churn, but how you can (almost) wipe it out (Ch. 15)
The 4-letter decision framework that will help you nail the right go-to-market strategy and growth model for your SaaS (Ch. 2)
Which of the 4 most common SaaS pricing strategies is the ONLY one with long-term viability (Ch. 9)
What the "Triple-A" sprint cycle is and how to use it to build a sustainable growth process—in just 1 month (Ch. 12)
How to stop paying customers from slipping away (Ch. 15)
The 3 apocalyptic "tidal waves" that are coming for SaaS companies—and what you MUST do to survive them (Ch. 1)
How to make free trial and freemium users hunger to upgrade to paid (Ch. 9)
The single biggest cause of leaky funnels and how to fix it, fast (Ch. 10)
Which 7 people you need in your “tiger team” to run a successful product-led growth team (Ch. 11)
The #1 thing to improve right now to maximize your customer lifetime value (Ch. 14)
Product-Led Growth also comes packed with “do this, not that” real-life examples from the industry’s biggest brands—as well as a collection of high-converting email scripts you can customize and send out immediately to turn more users into customers.
238 pages, Kindle Edition
Published May 28, 2019
855 people are currently reading
3658 people want to read
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Displaying 1 - 30 of 135 reviews
November 25, 2021
Strongly recommended if you're running a SaaS company! This is a short, 3-4 hour read. The author talks about how to make product-led growth work, tactically. Some useful takeaways were:
1. If you start with a freemium or free trial product, you can make it easy for people to experience the value of the product and radically lower your customer-acquisition cost + increase brand awareness
2. This has its risks and can be hard, though. “Freemium is like a Samurai sword: unless you’re a master at using it, you can cut your arm off.” Freemium only works if your TAM big enough and if you can walk the thin line between giving too much and too little away
3. To create a successful product-led business, you need a quick time-to-value. New users need to be able to experience a key outcome in your product quickly and without any assistance.
4. Reducing unnecessary friction in onboarding is critical for product-led growth to work. Ditto for any steps in your product usage that aren't absolutely needed for the user to realize value
5. To execute 4, you need to a) understand your value, b) communicate your value to users, and c) deliver on that value
6. Your users don't just use your product for functional outcomes. They also use it for emotional outcomes (using this makes me feel smart) and social outcomes (my boss loved the presentation I gave via this product)
7. You ideally want to understand all 3 outcomes of using your product, and align them to a value metric. A value metric is the way you measure value exchange in your product
8. Founders often fall into the trap of doing user-based pricing without thinking about it too much. It can work, but it's a bad idea to use it as a default. You can often leave too much value on the table. Make sure you consider the alternatives
There were also plenty of nuts-and-bolts takeaways (like how exactly to reduce friction in a product, how exactly to think about pricing etc). Strongly recommended if you're thinking about shifting to a self-serve SaaS!
1. If you start with a freemium or free trial product, you can make it easy for people to experience the value of the product and radically lower your customer-acquisition cost + increase brand awareness
2. This has its risks and can be hard, though. “Freemium is like a Samurai sword: unless you’re a master at using it, you can cut your arm off.” Freemium only works if your TAM big enough and if you can walk the thin line between giving too much and too little away
3. To create a successful product-led business, you need a quick time-to-value. New users need to be able to experience a key outcome in your product quickly and without any assistance.
4. Reducing unnecessary friction in onboarding is critical for product-led growth to work. Ditto for any steps in your product usage that aren't absolutely needed for the user to realize value
5. To execute 4, you need to a) understand your value, b) communicate your value to users, and c) deliver on that value
6. Your users don't just use your product for functional outcomes. They also use it for emotional outcomes (using this makes me feel smart) and social outcomes (my boss loved the presentation I gave via this product)
7. You ideally want to understand all 3 outcomes of using your product, and align them to a value metric. A value metric is the way you measure value exchange in your product
8. Founders often fall into the trap of doing user-based pricing without thinking about it too much. It can work, but it's a bad idea to use it as a default. You can often leave too much value on the table. Make sure you consider the alternatives
There were also plenty of nuts-and-bolts takeaways (like how exactly to reduce friction in a product, how exactly to think about pricing etc). Strongly recommended if you're thinking about shifting to a self-serve SaaS!
July 4, 2020
I have 15 years experience in SaaS and always thought that product, actually, can sell itself. I hoped Product-led approach would be a cool accumulation of proven facts and practices why this indeed can work. Unfortunately, the book did not deliver anything new.
There are some good quotes you can highlight, but in terms of real information you'll find frameworks for kids, few stories to prove the point and almost zero statistics. Plus you will find some self-promotion. That a perfect sign of a bullshit literature.
How to really implement product-led approach? Well, there are some things:
1. Web site aligned with the product value proposition
2. Good onboarding flow
3. ...
4. PROFIT!
I am not kidding you, that is it. Any person with 2+ years of experience in low touch SaaS marketing knows that.
Overall, the main idea is good. The book is bad. No depth.
There are some good quotes you can highlight, but in terms of real information you'll find frameworks for kids, few stories to prove the point and almost zero statistics. Plus you will find some self-promotion. That a perfect sign of a bullshit literature.
How to really implement product-led approach? Well, there are some things:
1. Web site aligned with the product value proposition
2. Good onboarding flow
3. ...
4. PROFIT!
I am not kidding you, that is it. Any person with 2+ years of experience in low touch SaaS marketing knows that.
Overall, the main idea is good. The book is bad. No depth.
December 5, 2019
There aren't many books that dig into the meat of how to have a product that markets itself, which is why it was great to read something that brought up important questions throughout the customer lifecycle. It's a quick and clean read that will prompt your team to think hard about how you position yourselves and follow through on that promise.
That said, my hesitation with it is around it as a stand alone book. I felt like an editor could have taken a knife to it and the content could have come across in a couple pointed blog posts. There were a lot of redundancies with graphics and content that left me feeling like I couldn't be trusted to read the whole book, that I hadn't been paying attention. If we're getting real into it, there is a Venn diagram used that is definitely not a proper Venn diagram.
While it could have been more concise and the graphics could have been more pointed, it does provide good frameworks and I appreciated the perspectives included. Thank you, Wes! Looking forward to the next one.
That said, my hesitation with it is around it as a stand alone book. I felt like an editor could have taken a knife to it and the content could have come across in a couple pointed blog posts. There were a lot of redundancies with graphics and content that left me feeling like I couldn't be trusted to read the whole book, that I hadn't been paying attention. If we're getting real into it, there is a Venn diagram used that is definitely not a proper Venn diagram.
While it could have been more concise and the graphics could have been more pointed, it does provide good frameworks and I appreciated the perspectives included. Thank you, Wes! Looking forward to the next one.
May 28, 2023
Small but significant guide to manage your SaaS startup. Welcome letters, acquisition in B2B, rebill emails, etc. a lot of templates and good advices
Now i don’t need info about this industry, so 3 out of 5
Now i don’t need info about this industry, so 3 out of 5
July 18, 2019
A while ago I was faced with a challenge to improve trial-to-paid conversion rates in our SaaS product. When looking for answers, I came across the product-led-growth approach that was touched upon in the innumerous resources made by Wes (free email course, podcasts, articles, product-led summit). Even before the book was out, it was clear that this was the direction to follow if we wanted to continue building a value-filled business. The book is a great all-in-one resource that has helped us improve our business and marketing strategy immensely. Highly recommended!
June 17, 2019
A must-read book for SaaS founders, especially if you have a self-serve SaaS. Wes has provided a blueprint for creating a complete product-led growth strategy. The book includes both top-level strategic frameworks and tactics like onboarding, product adoption and churn reduction example email sequences.
March 23, 2023
Quite a useful book for those of us not well-versed in Product-Led Growth strategies for consumer/SaaS products.
In short, Product-Led Growth is about letting your customers experience the value of your product on their own and letting the product sell itself, thereby flipping the traditional “sales-led” model on its head.
Per the author, to make PLG work for you it is crucial to understand your market conditions, competitive positioning, your ideal users, and the value you propose to offer. These factors determine your go-to-market and sales strategies, which must be aligned to produce results.
You also want to optimize your time-to-value, that is, how quickly users experience the value in your product, while reducing the gap between the perceived and experienced value. This means removing friction and unnecessary steps from the onboarding process. Don’t overpromise, and set the right expectations.
Definitely a book I will keep coming back to review my notes, as it will prove very useful in a current project.
Recommended!
In short, Product-Led Growth is about letting your customers experience the value of your product on their own and letting the product sell itself, thereby flipping the traditional “sales-led” model on its head.
Per the author, to make PLG work for you it is crucial to understand your market conditions, competitive positioning, your ideal users, and the value you propose to offer. These factors determine your go-to-market and sales strategies, which must be aligned to produce results.
You also want to optimize your time-to-value, that is, how quickly users experience the value in your product, while reducing the gap between the perceived and experienced value. This means removing friction and unnecessary steps from the onboarding process. Don’t overpromise, and set the right expectations.
Definitely a book I will keep coming back to review my notes, as it will prove very useful in a current project.
Recommended!
January 2, 2021
This is a great, easy read for anyone who works at a SaaS technology company — though it will especially resonate with PMs/PMMs.
While there are a lot of great ideas in the book with tactical key takeaways, I found myself nodding along to the concepts presented, rather than deeply reflecting on the content. This may only serve to corroborate preexisting notions of the way in which technology companies should go to market.
Still, there are a few good nuggets in here and I can see myself referring back to it from time to time.
While there are a lot of great ideas in the book with tactical key takeaways, I found myself nodding along to the concepts presented, rather than deeply reflecting on the content. This may only serve to corroborate preexisting notions of the way in which technology companies should go to market.
Still, there are a few good nuggets in here and I can see myself referring back to it from time to time.
February 27, 2021
Interesting book to show the strength and trade offs of product led vs sales led.
A lot of very strong insights on how to optimize the different steps of building a truly self-selling product that I’ll be definitely going back to over the next few months!
A lot of very strong insights on how to optimize the different steps of building a truly self-selling product that I’ll be definitely going back to over the next few months!
December 20, 2020
If you are seeking the map to hidden treasure: start here.
Wes Bush offers incredible insights gained by working with numerous companies and a step-by-step how to guide on building better product from straight-lining your onboarding, shopping your own service, welcoming your customers, measuring your churn and growing revenues.
Sales-led growth pushes your product on others. In product-led growth the product and experience instead pull customers into the product with freemium offers, better customers experiences, easier paths to success, and more realized value. It is ultimately VALUE that customers get from the product that keeps engagement high and churn low at this point–the product truly sells itself.
Wes Bush offers incredible insights gained by working with numerous companies and a step-by-step how to guide on building better product from straight-lining your onboarding, shopping your own service, welcoming your customers, measuring your churn and growing revenues.
Sales-led growth pushes your product on others. In product-led growth the product and experience instead pull customers into the product with freemium offers, better customers experiences, easier paths to success, and more realized value. It is ultimately VALUE that customers get from the product that keeps engagement high and churn low at this point–the product truly sells itself.
January 11, 2022
Product Led Growth - Wes Bush
Really good and hands-on book about product, highly recommended for all product and growth professionals.
Some thoughts about the book / quotes:
- Initially thought that there are too many quotes from Profitwell... I was thinking why didn't they just co-author the book?.
- Good, detailed description on SaaS product strategies.
- The book has a very useful description of onboarding strategies and user metrics.
Really good and hands-on book about product, highly recommended for all product and growth professionals.
Some thoughts about the book / quotes:
- Initially thought that there are too many quotes from Profitwell... I was thinking why didn't they just co-author the book?.
- Good, detailed description on SaaS product strategies.
- The book has a very useful description of onboarding strategies and user metrics.
April 1, 2022
A refreshing overview of the main objectives in a product-led company vs. a sales-led company with descriptions of key terms and specific advice: Understand your value and your market, communicate that value and execute on providing the value. Create a value KPI that is easy to understand, aligned with perceived value and grows with user product interaction. That KPI will be the only goal of your company.
October 3, 2020
If you are looking for a book that puts you through the selling process and gives you ready-to-use tips you might be a bit disappointed. Similarly, if you wish to find comprehensive knowledge regarding how to build a product that sells itself, you are in store for disappointment.
So what can you get from reading this book?
Valuable capsules of essential topics related to products and sales strategies for internet-based or software companies.
Whether you are a decision maker or regular employee by reading this book you can either review your decision making process or be able to better understand the strategy of the company you work for.
So what can you get from reading this book?
Valuable capsules of essential topics related to products and sales strategies for internet-based or software companies.
Whether you are a decision maker or regular employee by reading this book you can either review your decision making process or be able to better understand the strategy of the company you work for.
November 30, 2021
For how short this book it, there is a lot of value in it. If you have been working in SaaS and you've been paying attention to what's happening in your business, in the market and with your customers, the information in this should come as no surprise. That said, I respect people who can make complex work (and in my opinion, product management is hard) simple. This book does it. Yes, if you are experienced, there is nothing new, but if you want to review or learn, then it's really useful. Simple is hard to achieve. Simple is good. This book is simple.
January 20, 2020
It's a great book!
Wes brings a lot of references and methods to show us a PLG Playbook.
Wes brings a lot of references and methods to show us a PLG Playbook.
January 30, 2022
My new go-to for referencing examples from other companies and understanding metrics deeply. Absolutely loved it!
May 29, 2019
Wes does an excellent job at guiding business owners through the steps of building a business that is 100% product-led. I would recommend it to anyone who wants to learn of the strategies they can employ to grow their company via their product.
He dives deep enough into the data to give you meaningful experiments to try, yet not too far that you stop reading because of boring context. I especially loved the last few chapters that dive into specific areas you can improve when onboarding users so they have a delightful experience.
Honestly, this is one of the best written books on product strategy that I have read. I recommended it to my team immediately after finishing it.
He dives deep enough into the data to give you meaningful experiments to try, yet not too far that you stop reading because of boring context. I especially loved the last few chapters that dive into specific areas you can improve when onboarding users so they have a delightful experience.
Honestly, this is one of the best written books on product strategy that I have read. I recommended it to my team immediately after finishing it.
September 15, 2022
The leading book on PLG!
[SPOILER] My key takeaways on how to get your product to sell itself:
🌊 Blue Ocean vs. Red Ocean
In a blue ocean, a new market, sales-led wins. When Salesforce started, its sales reps had to educate buyers on the benefits of a cloud-based CRM.
Product-led growth works best within a red ocean, a crowded market. Salesforce is the dominant Enterprise CRM, so HubSpot became product-led. This lowered its customer acquisition costs and allowed it to compete in the SMB space.
💸 Charge based on your value metric
Product-led growth often starts with a freemium model. Most companies are lazy and ask you to upgrade after a trial or based on seats.
Instead consider your value metrics: What do customers care about? Great examples are Zoom's 40min limit on calls or Slack's 10,000 message limit on free plans. Customers can continue to use the tool, but the upgrade path aligns with the value they get.
It also allows customers to embed tools into their workflows before an upgrade. These customers also have the highest chance of sticking around.
A great value metric:
- is easy for customers to understand
- aligns with the value customers receive from your product
- grows with your customers' usage of that value
❤️ Focus on your best customers
Every SaaS company has customers that churn. So don't optimize for all customers. Create a great experience for your best customers. There are more great customers out there.
[SPOILER] My key takeaways on how to get your product to sell itself:
🌊 Blue Ocean vs. Red Ocean
In a blue ocean, a new market, sales-led wins. When Salesforce started, its sales reps had to educate buyers on the benefits of a cloud-based CRM.
Product-led growth works best within a red ocean, a crowded market. Salesforce is the dominant Enterprise CRM, so HubSpot became product-led. This lowered its customer acquisition costs and allowed it to compete in the SMB space.
💸 Charge based on your value metric
Product-led growth often starts with a freemium model. Most companies are lazy and ask you to upgrade after a trial or based on seats.
Instead consider your value metrics: What do customers care about? Great examples are Zoom's 40min limit on calls or Slack's 10,000 message limit on free plans. Customers can continue to use the tool, but the upgrade path aligns with the value they get.
It also allows customers to embed tools into their workflows before an upgrade. These customers also have the highest chance of sticking around.
A great value metric:
- is easy for customers to understand
- aligns with the value customers receive from your product
- grows with your customers' usage of that value
❤️ Focus on your best customers
Every SaaS company has customers that churn. So don't optimize for all customers. Create a great experience for your best customers. There are more great customers out there.
October 24, 2021
Not as terrible as I thought it might be, Product-Led Growth starts out a little bit in Captain Obvious territory -- companies, at least consumer-facing companies, have been doing "product-led growth" for decades -- but quickly shifts to some actually helpful advice about what to measure and manage in a growing SaaS business. Product-Led Growth also gives a convincing roadmap for how to actually perform growth marketing, an area that has often suffered from snake oil issues. In general, if you have already been working as a product manager or product marketer in software for a while, you can skip most of the chapters of this book and just read the last three or so; that's where the meat is.
February 7, 2022
Great book for any product manager or product owner.
I can’t say that ideas in the book are revolutionary, most of them should be familiar and natural for anyone working with their own product, but the way information is presented, allows to easily refresh your existing knowledge and add some cool ideas you can try with your team in the future.
Rated 5*, because I’d definitely recommend to read this one to anyone works on digital products.
I can’t say that ideas in the book are revolutionary, most of them should be familiar and natural for anyone working with their own product, but the way information is presented, allows to easily refresh your existing knowledge and add some cool ideas you can try with your team in the future.
Rated 5*, because I’d definitely recommend to read this one to anyone works on digital products.
November 1, 2022
Awesome book explaining a new way of growing products. This book is a bible with a lot of great ideas to try, improve, iterate and learn from.
My entire summary wouldn't pass character limit here so I put it in gdoc:
https://docs.google.com/document/d/1i...
This site+video is a good intro to Product-Led growth: https://productled.com/blog/product-l...
My entire summary wouldn't pass character limit here so I put it in gdoc:
https://docs.google.com/document/d/1i...
This site+video is a good intro to Product-Led growth: https://productled.com/blog/product-l...
May 6, 2020
Great introduction to product-led growth
Wes provides a framework which you can instantly apply to your own business. Great examples and ideas that will help you getting started with a product led strategy. Easy to read.
Read this on kindle, but will purchase physical version to put in the office as a “handbook” for my colleagues and I.
Wes provides a framework which you can instantly apply to your own business. Great examples and ideas that will help you getting started with a product led strategy. Easy to read.
Read this on kindle, but will purchase physical version to put in the office as a “handbook” for my colleagues and I.
August 18, 2021
This book is not focused on a single topic, but rather discusses essences of most areas around product development, sales and marketing and it's packed with no-bullshit knowledge aggregated in a logical way.
I've extracted quite a few action points for our product from this book already and I'm sure I will come back to this position.
I've extracted quite a few action points for our product from this book already and I'm sure I will come back to this position.
Read
July 18, 2022Tankar;
- Vi måste inte sluta skriva blogginlägg utan bara fundera på vad vi ska skriva om en bit ner i tratten.
- Om hubspot can köra product led, borde inte vi kunna då? Dem gör ett freaking crm.
- Bör vi köra en hybrid?
- Upgrade knappen måste in överallt.
- Time to value måste ner, till varje pris.
- Vår ffpp känns berättigad om vi lyckas tydliggöra för top management värdet av att jämföra fler och fler team. Att ta betalt/employee är rätt eftersom teamet självklart vill ha med alla och organisation likaså. Att det sedan är för aktivt användande är lurigare men kanske nödvändigt mot enterprise. Att ta bort detta tar även bort vår unikitet. Vidare... Huvudskälet till att implementera freemium är önskan att få mer leads. Det går också i linje med Wennbergs åsikt om att enterprise-team inte kan dra kortet.
- Ska vi installera chat på nya hemsidan (och mjukvaran?) där man efter 30 sek på en sida får ett specifikt meddelande som drar dem vidare i tunneln? Ex. Do you have any questions about our pricing model?
- Eftersom time to value kommer genom pulsen måste det skrivas blogginlägg om detta snart. Och göra ett mejl med en video som når kunden direkt efter genomförd Pulse.
- Hur många nya kunder uppskattar vi att vi kommer få tacka vare en freemium? Gör scenarios över detta!
Slack och Dropbox är typiska exempel på product led growth. You didn't read a whit paper on how to communicate smarter in team. You wanted to see the product in action. It is basically a method where you let the customer tries the product befurw they buy.
Your marketing team should ask how can our marketing fly wheel?
...sales team should ask qualify leads?
...customer success team should ask how can our product do our customers successful?
...product team should ask how can we create a product with short time to value?
It has become much more expensive to aquire customers. All three big channels have increased their cost a lot. All in all, marketing has become expensive. At the same time customers are not willing to pay for tech at the same way any more.
Disadvantages with sales led gtm strategi
- Long sales cycles
- Few big customers (can ruin revenue)
Disadvateges of product led gtm.
- Expensive
-?
Demo, free trial eller freemium?
Decision framework
M market strategy (dominant, disruptive, differentiated)
O Ocean strategy (red or blue)
T time to value
Hinner kunden få en aha-upplevelse under vår free trail? Det är självklart mkt viktigt för conversion.
Många produkter överpresterar för vad kunden vill ha, ex Adobe (canva) , Microsoft Word (Google docs). Eftersom produkten är en scale down version av en existerande produkt så måste den vara user friendly!
Dominant, differentiated or disrupted growth strategy?
1. Do you want to offer the best solution to the lowest price? - Dominant strategy!
2. Do you want to offer the best customized produkt to highest price to underserved customers? - Differentiated strategy!
3. Do you want to offer the simplest product to the lowest price to oversevrved customers? - Disruptive strategy!
4. Or... Hybrid model?
Is this suited to external factors? This is based on blue or red ocean. Blue creates demand. Red harvest demand. Flourish is, in most cases, in a red ocean.
Selling strategy
Top down - IBM, SAP, Glint etc.
Months or years to make a sell. Value comes late. Sales led strategy.
Bottom up - Slack, Docsign etc.
Quick sales. Short time to value. Product led strategy.
Hybird mellan free trial och freemuium
1. Fattade inte
2. Freemium med free trial upgrade (man får testa en kort tid). Bäst om man har många features.
3. Free trial follow med Freemium.
Sälj outcome inte features.
What outcome do people expect when buying our product? The three reasons why people buy a product?
1. Functional outcome. The core tasks that people want to get done. E.g. gather feedback. (what most product companies understand).
2. Emotional outcome. How people want to feel OR avoid to feel after using our product. This one is hard. You need to ask your customers.
3. Social outcome. How people want others to look at them using our product.
Value metric - Fattar inte exakt men för oss kan det vara det faktiska namnet på det värde vi vill visa upp för kunden som bevisar värdet av Flourish. I mjukvaran, i samtal och via mail. Dessa bör räknas och visas upp i dashboarden. Vilka är det? Samma som IPV?
Fyra vanliga pricing strategies
1. Judgment.
2. Cost+pricing. Du räknar ut vad det kostar och adderar marginal. Gas station.
3. Competitor based pricing. Funkar bara om man säljer till samma kund och har samma features. Retail.
4. Value based pricing - Baserar priset på värdet som prospekt tycker produkten skapar. Du frågar kunderna helt enkelt. SaaS!
How to determine your price:
Gör din matte men skriv också ner om den sparar tid, reducerar kostnader, reducerad risk osv. Detta kallas functional outcome. Om det är social outcome (se ovan) som är det stora värdet kan det vara mycket svårt att bedöma värdet.
Questions to find price range
What would you consider an acceptable price for the value our product brings you?
When would our product seem expensive?
Slutet av kapitel 9 pratar om vad som ska vara på pricing page, bl.a en bra jämförelse med hamburgare.
- Vi måste inte sluta skriva blogginlägg utan bara fundera på vad vi ska skriva om en bit ner i tratten.
- Om hubspot can köra product led, borde inte vi kunna då? Dem gör ett freaking crm.
- Bör vi köra en hybrid?
- Upgrade knappen måste in överallt.
- Time to value måste ner, till varje pris.
- Vår ffpp känns berättigad om vi lyckas tydliggöra för top management värdet av att jämföra fler och fler team. Att ta betalt/employee är rätt eftersom teamet självklart vill ha med alla och organisation likaså. Att det sedan är för aktivt användande är lurigare men kanske nödvändigt mot enterprise. Att ta bort detta tar även bort vår unikitet. Vidare... Huvudskälet till att implementera freemium är önskan att få mer leads. Det går också i linje med Wennbergs åsikt om att enterprise-team inte kan dra kortet.
- Ska vi installera chat på nya hemsidan (och mjukvaran?) där man efter 30 sek på en sida får ett specifikt meddelande som drar dem vidare i tunneln? Ex. Do you have any questions about our pricing model?
- Eftersom time to value kommer genom pulsen måste det skrivas blogginlägg om detta snart. Och göra ett mejl med en video som når kunden direkt efter genomförd Pulse.
- Hur många nya kunder uppskattar vi att vi kommer få tacka vare en freemium? Gör scenarios över detta!
Slack och Dropbox är typiska exempel på product led growth. You didn't read a whit paper on how to communicate smarter in team. You wanted to see the product in action. It is basically a method where you let the customer tries the product befurw they buy.
Your marketing team should ask how can our marketing fly wheel?
...sales team should ask qualify leads?
...customer success team should ask how can our product do our customers successful?
...product team should ask how can we create a product with short time to value?
It has become much more expensive to aquire customers. All three big channels have increased their cost a lot. All in all, marketing has become expensive. At the same time customers are not willing to pay for tech at the same way any more.
Disadvantages with sales led gtm strategi
- Long sales cycles
- Few big customers (can ruin revenue)
Disadvateges of product led gtm.
- Expensive
-?
Demo, free trial eller freemium?
Decision framework
M market strategy (dominant, disruptive, differentiated)
O Ocean strategy (red or blue)
T time to value
Hinner kunden få en aha-upplevelse under vår free trail? Det är självklart mkt viktigt för conversion.
Många produkter överpresterar för vad kunden vill ha, ex Adobe (canva) , Microsoft Word (Google docs). Eftersom produkten är en scale down version av en existerande produkt så måste den vara user friendly!
Dominant, differentiated or disrupted growth strategy?
1. Do you want to offer the best solution to the lowest price? - Dominant strategy!
2. Do you want to offer the best customized produkt to highest price to underserved customers? - Differentiated strategy!
3. Do you want to offer the simplest product to the lowest price to oversevrved customers? - Disruptive strategy!
4. Or... Hybrid model?
Is this suited to external factors? This is based on blue or red ocean. Blue creates demand. Red harvest demand. Flourish is, in most cases, in a red ocean.
Selling strategy
Top down - IBM, SAP, Glint etc.
Months or years to make a sell. Value comes late. Sales led strategy.
Bottom up - Slack, Docsign etc.
Quick sales. Short time to value. Product led strategy.
Hybird mellan free trial och freemuium
1. Fattade inte
2. Freemium med free trial upgrade (man får testa en kort tid). Bäst om man har många features.
3. Free trial follow med Freemium.
Sälj outcome inte features.
What outcome do people expect when buying our product? The three reasons why people buy a product?
1. Functional outcome. The core tasks that people want to get done. E.g. gather feedback. (what most product companies understand).
2. Emotional outcome. How people want to feel OR avoid to feel after using our product. This one is hard. You need to ask your customers.
3. Social outcome. How people want others to look at them using our product.
Value metric - Fattar inte exakt men för oss kan det vara det faktiska namnet på det värde vi vill visa upp för kunden som bevisar värdet av Flourish. I mjukvaran, i samtal och via mail. Dessa bör räknas och visas upp i dashboarden. Vilka är det? Samma som IPV?
Fyra vanliga pricing strategies
1. Judgment.
2. Cost+pricing. Du räknar ut vad det kostar och adderar marginal. Gas station.
3. Competitor based pricing. Funkar bara om man säljer till samma kund och har samma features. Retail.
4. Value based pricing - Baserar priset på värdet som prospekt tycker produkten skapar. Du frågar kunderna helt enkelt. SaaS!
How to determine your price:
Gör din matte men skriv också ner om den sparar tid, reducerar kostnader, reducerad risk osv. Detta kallas functional outcome. Om det är social outcome (se ovan) som är det stora värdet kan det vara mycket svårt att bedöma värdet.
Questions to find price range
What would you consider an acceptable price for the value our product brings you?
When would our product seem expensive?
Slutet av kapitel 9 pratar om vad som ska vara på pricing page, bl.a en bra jämförelse med hamburgare.
This entire review has been hidden because of spoilers.
September 22, 2022
Đọc hơi hack não về mấy chương cuối, lúc đọc không hiểu sales-led là gì, hiểu na ná product-led.
Mà sau 4 tháng get my hands dirty with this industry thì đã hiểu khoảng 60% các term và model đề cập trong quyển sách.
- Still need improvement in strategic planning and roadmap planning, as well as product vision.
Mà sau 4 tháng get my hands dirty with this industry thì đã hiểu khoảng 60% các term và model đề cập trong quyển sách.
- Still need improvement in strategic planning and roadmap planning, as well as product vision.
November 22, 2022
Krótko i na temat. Książka, która z lotu ptaka pokazuje jak podchodzić do sprzedaży (w uproszczeniu dotyczy to zazwyczaj modelu SaaS, choć oczywiście nie tylko).
Wskazuje co i w jaki sposób przemyśleć. Jest to raczej punkt wyjścia do pogłębienia tematu, niemniej bardzo pomocne i wartościowe.
Dwa ciekawe i pomocne narzędzia jak MOAT czy UCD - warto sprawdzić.
Wskazuje co i w jaki sposób przemyśleć. Jest to raczej punkt wyjścia do pogłębienia tematu, niemniej bardzo pomocne i wartościowe.
Dwa ciekawe i pomocne narzędzia jak MOAT czy UCD - warto sprawdzić.
February 12, 2023
Great book. First part explain b2b product, useful even if you didn’t end up applying product-led strategies. Second part assumes product-led strategies and contains many templates and examples. Some of the email product management may not be applicable in all cases but overall this is a more directed book for b2b product management, compared to crossing the chasm.
October 14, 2023
great intro to the world of PLG!
As an experienced PM, I’m always looking to expand my horizon and frameworks within the product space. As far as PLG goes, this is a great entry point for seasoned professionals or anyone just getting started in product and is interested in growth.
Thanks for bringing it all together so we’ll, definitely will recommend
As an experienced PM, I’m always looking to expand my horizon and frameworks within the product space. As far as PLG goes, this is a great entry point for seasoned professionals or anyone just getting started in product and is interested in growth.
Thanks for bringing it all together so we’ll, definitely will recommend
October 31, 2023
Recommended if you want to understand what is a product-led strategy for a Saas business or company, and what are the strengths compared with a sales-led strategy. It explains easily what the concept is with theoretical and practical definitions and examples.
Must-read if you're in a Saas management role. I enjoyed reading it :)
Must-read if you're in a Saas management role. I enjoyed reading it :)
June 20, 2020
very actionable insights
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