Slides from the Hackers and Founders Meetup in Mexico City on May 2019. We discussed how there are 3 main type of Product Led Growth models in digital products and services. How the right activities can create a model for increasing user engagements and retention for software products, how measuring the impact can make product churn decrease and generating insights so product teams can understand why users are coming in to try the product.

1. #hfcdmx

2. @huracaned @karicau
Eduardo Hernández - H/F Karina Caudillo - Rippio
@cccosio
Claudio Cossio - Nearsoft

3. Hackers / Founders es la comunidad más grande de
emprendedores tecnológicos en el mundo, con presencia en
132 ciudades en 48 países, y más de 300,000 miembros.
En México ha crecido de 11 emprendedores en Guadalajara en
2011 a 30,000 miembros en 23 ciudades al 2019.
HACKERS / FOUNDERS

4. H/F COMMUNITY
2011

5. H/F COMMUNITY
2018

6. Una comunidad basada en la pregunta:
¿Qué Necesitas?
Conoce a tus futuros socios, solicita
ayuda, aprende y emprende.
Hacer que la vida del emprendedor apeste menos.

7. May, 2019

8. Mayo, 2019
Product-Led Growth:
3 models for digital
products & services

9. Claudio Cossio
Head of Products & Global Partnerships
SoftwareDevTools.com
@ccossio

10. Trello +Freshdesk Stand-botAgile Retrospectives Scrum Poker Trello +Freshservice

11. Agenda
1. What is Product Led Growth?
2. Types of Product Led Growth
3. Find your North Star
4. Takeaways
5. Q & A
#HFplg

12. Founders need to
invest in the right
activities
Mistakes

13. Timing
Team
Product/market fit, etc
Passion is not
enough to
succeed
Mistakes

14. Make sure to understand their
needs, expectations and budget
Find what they love about your
product
Not listening to
your users
Mistakes

15. Measure impact on
business outcomes,
not outputs
Product-led Growth

16. What does PLG
mean?
Product-led Growth
● Team = vision of solving a customers pain
● CEO = Revenue & shareholder value

17. Customer value
created
Product Team
● User acquisition, activation, retention and success.
● Product Analytics provide insights to your North Star.

18. CEO & Founders
Impact
Reduce Customer Acquisition Cost (CAC)
Sales
Increase user Life Time Value (LTV)

19. Identify the
game you are
playing

20. Product-led Growth
3 game models
Attention Transaction Productivity

21. Models
Attention
● Total time spent engage w/ content
● Number of stories viewed
● Number of users spending +5min p/day
● Number of subscribers streaming +60hrs
p/month
Metrics

22. Models
Transaction
● Total number of purchases completed
● Avg number of purchases per subscriber
● Number of searches completed
● Number of seat upgrades purchased
Metrics

23. Models
Productivity
● Total number of records created
● % of emails engaged
● Number of messages sent
● Number of active users who logged in
● Number of active users completed a task
Metrics

24. The goal is
to deliver
business
value
#HFplg

25. Build products
people love
“Seek empathy with your
customers and humility in your
market”
Scott Belsky - Behance co-founder

26. Find your
North Star

27. Choose of a North Star
Good attributes
Reflects the value that customers get
Represent the core product outcome aligned with
company strategy
Measure engagements that indicate revenue
generation

28. Choose of a North Star
Best practices
Avoid sales
Input vs Output
There is no absolute metric

29. Choose of a North Star
Trade offs
Ads vs Retention
Web page changes vs SEO
Retention vs Engagement

30. Follow us every week:
@ChatSaaS
www.saasproductchat.com
PODCAST

31. Want to know more?
Claudio Cossio
claudio@softwaredevtools.com
www.softwaredevtools.com
CONTACT