Land and Expand
A strategy of winning a customer with a small initial deal, then growing the account over time through more seats, usage, or products. Common in SaaS.
Why it matters
Land and expand lowers the barrier to the first yes, then compounds through expansion, which is why it drives such strong net revenue retention. It works when the product delivers enough early value to earn the expansion.
For example
A tool lands with one team of ten seats, proves its value, and expands to 500 seats across the company over the next year.
Go deeper
Related terms
Also in Starting Up
See how founders actually handle this on Getting your first customers, part of the Starting Up hub.
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