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x5 MRR Growth from PLG Motion
The Challenge
B2C, utility SaaS
This SaaS product had strong PMF but a hard paywall - no trials, no test drives. You either bought it or you didn't.That worked fine for early adopters who heard about it from friends. But it killed expansion into new markets. People wouldn't pay upfront for something they'd never tried.
Results
→ x5 MRR growth and counting
→ Cracked markets that had zero conversion before
→ Trial became the main way to acquire new customers
1. Made the strategic case for trials
2. Designed the trial from scratch
3. Built the paywall experience & analyzed the results
→ Analyzed user behavior and competitors and identified trials as the unlock for new market expansion
→ Built financial projections showing revenue impact and conversion assumptions
→ Presented the strategy to leadership and got a buy-in to move forward
→ Decided on the right trial length (based on how long it takes users to get value) and the trial model
→ Designed the upgrade motion and in-trial communication
→ Modeled the economics to make sure we wouldn't cannibalize paying customers
→ Created mockups for the full paywall UI
→ Defined the key metrics and build the dashboards to track them
→ Aligned trial motion with GTM and acquisition strategy
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CONTENT COLLABORATIONS,
SPAEKING AND PODCAST
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