Q: "What is one product in your opinion that's doing product-led growth right?"
I'd nominate Miro.
Let's look at some topline stats (estimates):
It's knocking some home runs in various PLG aspects:
With a forever-free 3 board "Free" package available, a vast majority of Miro's registered base are still on the lowest rung of their offering.
Even though less than 1% have converted to paid, the freemium base represents massive potential energy and runway that can be monetized in the future.
This approach opens the top-of-funnel encouraging more and more people to give the tool a spin without any friction.
Note: It takes 4 clicks + a 3-field form to start whiteboarding on Miro.
Along with the simplistic acquisition journey, Miro's extensive library of templates bootstraps users to quickly adopt boards for their specific purpose.
It's one thing to be able to use the editor tools to craft something from scratch. It's another to be able to leapfrog repetitive steps and produce end results much quicker.
A Miro board is exclusive. You can export designs but not in a format that is editable in any other tool. Once the data resides on Miro, you either stick with the platform or lose the document. This lock-in serves as an effective retention hook.
Miro employs an elegant growth loop to keep fuelling acquisition.
A board author can invite a bunch of others to edit a certain document. Once these users land on the board, they are invited to create one of their own, thereby, triggering recursive acquisition.
Miro has a community-driven universe of best practices and templates. The forum keeps ever-expanding and the connectedness of the people around the product makes for a compelling unique asset for members to stick around.
Miro's branding efforts across LinkedIn, Quora & other channels exudes the personality of a friendly & suave counsel. The brand voice is consistent & campaigns possess a certain flair to appeal to a wide range of whiteboarding prospects. This helps in establishing trust and authority, and thus, more business at the top-of-the-funnel.
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