Launch a self-serve motion

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

4 steps, 16 questions underneath, read for doing the work

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.

   Our self-serve funnel converts at about 2 percent from signup to paid. Where do I even start looking? 5 → How do I decide what goes in the free tier and what sits behind the paywall? 5 → Sales wants to call every signup. How do I decide which ones deserve a human? 6 → How do I run a pricing or packaging experiment on a live self-serve funnel without blowing up revenue? 5 →
2. 2
   Activation and onboarding

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

   How do I pick one activation metric when the product supports five very different use cases? 5 → How do I cut time to value when the product genuinely needs setup work before it does anything useful? 5 → I have a backlog of 30 activation ideas and no way to rank them. How do I decide what to build? 5 → How do I convert more trials without turning the product into a nagging upgrade prompt? 5 →
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.

   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 → How does usage-based pricing actually work in practice, and should I move to it? 4 → I want to raise prices. What happens to the customers who are already paying me, and should I grandfather them? 5 →
4. 4
   Expansion, upsell and churn

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

   How do I spot which accounts are actually ready to expand? 5 → How do I run an upsell conversation without sounding like I am shaking them down? 5 → How do I work out why customers are actually churning instead of guessing? 5 → We are losing customers to failed payments. How do I fix involuntary churn? 5 →