1ļøā£ building product people love - we've been hearing this a lot with the rise of @MiroHQ, @mazedesignHQ, @Dropbox, @SlackHQ, @loom, @CycleProduct. B2B SaaS have a new target = be the app users L-O-V-E and share internally. It's both a product + a go-to-market strategy. Let's dig
PLG stands for Product Led Growth, it means your product is your sell machine. It only works if you have a very strong value proposition to the individual user + a viral loops that enables your initial user to become your growth machine, converting new people to the tool.
A strong value prop for indiv user means a solo mode + AHA moment. When signing-up, users should the value they'll get in <5min. This will make them start using without needing a push (opposite of top-down). We get it with our Quick Add ā„ļø made by @JulienLacr0ix, and you?
A solo mode needs an engaging brand. Our CEO (me š) comes from marketing and believes selling transformation is better than features. PLG builds a the link of B2C and B2B so you need to master both like @Nike, @SlackHQ @memdotai. On brand, we worked with alasta.io
You'll need very intuitive design and interactions people are used to. We put a lot of work on our drag&drop making it extra smooth. On that @A__Peltier used the React-Beautiful-DND library and tweak it for our needs! github.com/atlassian/react-beautiful-dnd cf prev. tweet twitter.com/i/status/1463060641430839300
Now your user loves it, knows it, it's time to activate those viral loops. 3 big types in PLG - 1ļøā£ Collaborative virality (=network effect) = the value created to the user increases with the # of users they bring => they'll naturally share. For us it's the delegate task on Slack
2ļøā£ Exposure virality - your brand should show when new people get introed to it. Typical @claap_io case where you see the brand when watching a video. For us, it's when people receive interactive Slack tasks, they get a message saying it's powered by Kairn and can sign-in too š£
3ļøā£ Word-of-mouth. Pretty straight forward, it loops to creating HIGH individual value so people really love the tool and have a personal reason to use it. @Superhuman cracks it very well with Twitteable "inbox zero" screens. For now, we share feedback we receive from users ā„ļø
To rock PLG, you'll need analytics to see and measure what's working vs not. On that of course we reco @JuneDotSo and their report Feature audit + @census to easily send user properties to your email solution to automate emails on user actions - we use @intercom for that!
And last, you'll need a reliable infrastructure... PLG can go crazy if your viral loops start spinning so make sure you build with scalability and observability in mind. Our Lead Tech Xavier makes sure we stay zen š with @kubernetesio and @opentelemetry
That's it for our learnings and tools !! Can't wait to hear your thoughts. And if you wanna know more about Kairn => meow.ph/kairn
Patricia Bernasconi
@patbsci
š 3y trying to crack productivity for teams (šŖ¦ @KairnApp) š® Ping me to add virality to your SaaS - freelance Product Manager magic šāāļø Currently in Lisbon
