Launch a self-serve motion

Let people buy without talking to anyone, and make the product do the selling.

4 steps, 64 questions underneath

1. 1
   Product-led growth

   When the product does the selling: self-serve funnels, freemium versus free trial, and the point where you layer sales back on.

   What does product-led growth actually mean, and how is it different from just having a free trial? 6 → We are about to launch. Should we go with freemium or a free trial? 5 → How do I know whether my product can even work self-serve? 4 → I just joined a PLG company as my first GTM job. What do I actually do all day if the product sells itself? 5 → Our self-serve funnel converts at about 2 percent from signup to paid. Where do I even start looking? 5 → All 16 questions in Product-led growth →
2. 2
   Activation and onboarding

   Getting a stranger from signup to their first real win, fast enough that they come back tomorrow.

   Everyone says find your aha moment. What is it actually, and how do I find ours? 5 → Our activation rate is 18 percent. Is that terrible, or is that just what it is? 5 → What should a brand new user see in the first minute after they sign up? 5 → Almost nobody finishes our onboarding flow. Is that an onboarding problem or a product problem? 5 → How do I pick one activation metric when the product supports five very different use cases? 5 → All 16 questions in Activation and onboarding →
3. 3
   Pricing and packaging

   What to charge, what to charge for, how to package it, and how to change it later without losing people.

   I have no idea what to charge. How do I pick a first price? 4 → What is a value metric and why does everyone say it matters more than the number? 4 → How do I design tiers so buyers pick the right plan and grow into the next one? 4 → How do I find out what customers will actually pay without just asking them? 4 → Should I price in rupees for India and dollars for everyone else? 4 → All 16 questions in Pricing and packaging →
4. 4
   Expansion, upsell and churn

   Growing revenue inside accounts you already have, and stopping the leaks.

   What is net revenue retention and why does every investor keep asking me for it? 5 → What is the difference between gross retention and net retention, and which one should I watch? 5 → What does land and expand mean, and does it apply to my company? 5 → How much churn is normal, and is mine bad? 5 → How do I spot which accounts are actually ready to expand? 5 → All 16 questions in Expansion, upsell and churn →