You know “product-led growth” isn’t just a buzzword.
Because going “product-led” has been the skeleton key to unlocking explosive growth for the world’s most admired software companies — from Netflix to Dropbox, Hubspot, Atlassian and beyond.
But being excited about product-led growth is one thing. Actually implementing it in your own organization? That’s a whole new ball game.
Before you can even get started, you have to figure out:
Should you offer a free or freemium plan?
Which features do you give away for free?
Which features do you hide behind a paywall?
How do you price things so users are happy to upgrade?
How do you improve onboarding so more users experience your product's true value?
And that is why we created this course.
Seeing is believing. Here are some of the results from our graduates:
Growth Operations Manager,
A 5-10% increase in our activation rate resulted in a huge amount of ARR growth.
Chief Product Officer,
My team gained confidence and clarity on our company's product-led strategy.
Head of Business Operations,
I got the tools and skills to drive product led growth within my organization.
CEO & Co-founder,
With the ProductLed course, we’ve achieved an increase of 1% of additional MoM growth.
Product Marketing Manager,
We've dramatically improved our activation rate with the ProductLed courses.
Director of Product,
The ProductLed courses gave my team a fresh perspective to grow our business.
What’s Included In The Course
This course will give you the growth skills, knowledge, processes, and frameworks to confidently plan out a successful product-led approach.
Confidently lead the change from sales-led to product-led via a proven, step-by-step process
Encourage everyone across your entire business to get on board and adopt a product-led, user-focused mindset
Confirm which product-led model will be the best fit to drive the best results for your organization
Help your organization avoid some of the most painful bottlenecks during this transition
Here's the full breakdown of the program.
The Step-by-Step Blueprint To Plan Your Product-Led Strategy.
By the end of the first week, you’ll have cross-team alignment on the core elements of your strategy. You’ll learn how to correctly define what ‘end user success’ looks like for your business (even if you have a complex product portfolio or a multi-segment audience), and you’ll map out your ideal customer journey and segmentation strategy based on a proven research process.
The 3 core elements of a successful PLG strategy and why skipping any one of these steps is like shooting darts with your eyes closed.
End User Success
How to correctly identify true end user success and avoid creating ‘value gaps’ between what marketing promises and what your product delivers.
Why most companies only understand a third of their audience’s desired outcomes (and how to create a User Success Canvas to avoid the same blind spot).
Customer Journey Metrics
Why customer journey metrics are so important for product-led growth and how to reach a consensus on which metrics really matter.
The 4 forces that drive customer decisions and how to overcome ‘The Status Quo Bias' in your PLG strategy (AKA why people stick with a product even when a better one is offered).
How to create a ‘Conversion On Steroids’ segmentation strategy, even for the most complex audiences.
Master the most-skipped step in the PLG journey that has been shown to accelerate growth by 3x compared to companies who skip it.
The 5 types of user you must interview during your research process, the questions you need to ask, and what to look for in their answers.
By the end of Week 2, you’ll have identified the product-led model that will get the best results for your specific business freemium, free trial, or one of three hybrid models. You’ll learn the pros and cons of each model, and work through a series of exercises to identify which best fits your product and audience, considering the core strategy you developed in Week 1.
How to overcome ‘The Cold Start Problem’ that makes it difficult for your users to start seeing any value (no matter which product-led model you choose)
The 6 types of product-led model and the danger of choosing the wrong one with warning tales and lessons learned from those who got it wrong
Selecting Your Model
The 8-step process for identifying the product-led model that will get the best results for your business
Why choosing an ‘opt out’ model that adds more friction to the customer journey might be a good thing in some unusual cases
The 2 (niche) situations in which you should limit access by usage rather than by time or by feature
How to capture a larger addressable market and position your product as the dominant player in your space… OR when you should avoid freemium altogether
Why most businesses should avoid one particular model (AKA ‘the model of last resort’) outside of a few specific circumstances
How to spot the symptoms that show you’ve chosen the wrong product-led model, and how to course-correct
By the end of this week, you’ll have designed an onboarding sequence that gets your users to the core value of your product as quickly as possible. You’ll follow a proven process for mapping out your straight-line onboarding journey from sign-up to ‘success strikes’, then you’ll optimize and streamline your plan with input from other key team members from across your company.
How to confidently tackle one of the biggest challenges product-led companies face
Time to Value
Why it’s so important to design an experience that helps your users experience the core value of your product fast (and how to reduce TTV without the super-slow ‘trial and error’ testing phase)
User Journey Mapping
The 4-step framework that allows you to reverse engineer what it takes for your users to be successful in record time avoiding common bottlenecks that reduce activation rates
How to differentiate between end user success and ‘strikes’, and how to incorporate powerful ‘aha’ moments into your onboarding sequence
How to vet each step of your journey by coordinating with other team members so you can get alignment and eliminate even more friction in your onboarding process
By the end of this week, you’ll know how to charge your users in a way that aligns with your acquisition model and maximizes upgrades. You’ll learn how to take a data-driven approach to pricing metrics and use our ‘Pricing Metrics Decision Framework’ to select the best monetization strategy for your specific product. You’ll then map out a seamless upgrade experience that uses bumpers to make it as easy as possible for users to convert.
Why your pricing and acquisition model are connected and how to avoid the danger zone caused by a pricing/acquisition mismatch
The 2 main types of value metrics and how to use the ‘Pricing Metrics Decision Framework’ to identify the best metrics for your specific revenue model
The most common mistakes and how to avoid them including a ‘red alert’ for one particular PLG pricing model that most businesses should avoid entirely
How to implement ‘The Bowling Alley Framework’ (a 3-pronged approach for maximizing upgrades and streamlining your conversion process)
5 examples of product bumpers that make it easier for users to upgrade and how to choose the best product bumpers for your product
How to prompt users ‘off platform’ to re-engage them with your onboarding and upgrade process (without irritating them with poor timing)
By the end of this extra module, you’ll understand how each team in your business plays a specific role in moving towards product-led success and how to get alignment and instill a product-led mindset across your whole company.
How to get whole-company buy-in and get every team on the same page when it comes to product-led growth
The Marketing Team
The key shifts your marketing team will need to make from messaging and targeting, to KPIs and new ways of engaging with the product team
The Sales Team
How the role of your sales team will change and when it makes sense to consider a hybrid model that refocuses sales efforts onto high-value PQLs
Why it’s so important to create a proactive, self-serve support model that can scale alongside the significant growth of your user base
The Product Team
How your product team will now need to coordinate more closely with other departments now that everyone is aligned behind product-led growth
Culture & Mindset
The 2 biggest lessons we've learned about encouraging a product-led culture and mindset, after interviewing 100+ product-led leaders
40+ on-demand video lessons on all the PLG essentials to help you build and grow a product-led business.
Over-the-shoulder examples, so you get to see exactly how everything is done before doing it yourself.
Worksheets & templates to help you flesh out successful campaigns and manage your account - the same resources we used for other successful PLG Companies
Certificate upon successful completion of the program so you can set yourself apart as a certified product-led growth leader.
This course is the self-paced version of the Productled Academy, providing exclusive access to on-demand lessons and worksheets. However, it does not include live sessions (or replays), bonus modules, unlimited asynchronous feedback, or the community of vetted peers offered by the ProductLed Academy program. This option is designed for those seeking a truly self-paced learning experience.
The course aims to equip you with the tools and knowledge to effectively plan out your product-led approach. On the other hand, if you're looking for a program that will get your team implementing those learnings, the Accelerator is where it's at.
We're offering early adopter pricing for this course, as we believe that there should be an accessible and affordable option for the trailblazers who are championing PLG in their businesses. This course is specifically designed to help you plan out the main aspects of your product-led approach, with a greater emphasis on strategy and less on implementation.
When compared to its ProductLed Academy counterpart, this course focuses on planning rather than implementing. While it won't cover the implementation aspect in as much depth as the Academy, it will provide you with valuable information to help you lay the groundwork for a successful product-led strategy. So if you're ready to take the first step towards transforming your product approach, this course is the perfect starting point.
If you're a product manager, head of product, head of growth, or simply leading the charge in planning your PLG strategy, this course is made for you. It's designed to equip you with the tools and knowledge to plan out your product-led approach and prepare your business to implement PLG.
This course provides access to over 35 on-demand videos and a set of projects designed to help you plan out the four key sections of a product-led business. Additionally, upon successful completion of the program, you'll be awarded a certificate that certifies you as a product-led growth leader.