# Product-Led Growth (PLG) Template
## Self-Serve Product Launch Framework for PLG Companies

---

## Overview

This template guides you through building a product-led growth motion where the product itself is the primary driver of customer acquisition, conversion, and expansion.

**Best For:** SaaS products with broad appeal, low complexity, and quick time-to-value  
**Timeline:** 8-12 weeks to launch  
**Key Metric:** Product Qualified Leads (PQLs)

---

## Part 1: Freemium Model Design

### 1.1 Free vs. Paid Feature Matrix

| Feature | Free Tier | Starter | Pro | Enterprise |
|---------|-----------|---------|-----|------------|
| **Core Features** |
| Basic functionality | ✅ Unlimited | ✅ Unlimited | ✅ Unlimited | ✅ Unlimited |
| User seats | 1-3 users | 5 users | 25 users | Unlimited |
| Data/Usage limit | _____ | _____ | _____ | Unlimited |
| **Advanced Features** |
| Feature A | ❌ | ✅ | ✅ | ✅ |
| Feature B | ❌ | ❌ | ✅ | ✅ |
| Feature C | ❌ | ❌ | ❌ | ✅ |
| **Support & Services** |
| Self-service support | ✅ | ✅ | ✅ | ✅ |
| Email support | ❌ | ✅ | ✅ | ✅ |
| Priority support | ❌ | ❌ | ✅ | ✅ |
| Dedicated CSM | ❌ | ❌ | ❌ | ✅ |

### 1.2 Value Metric Selection

**Primary Value Metric:** _____________________ 
(Examples: active users, API calls, data processed, projects created)

**Why this metric?**
- Aligns with customer value: _____________________
- Easy to understand: _____________________
- Naturally expands over time: _____________________

### 1.3 Upgrade Triggers

| Trigger Type | Threshold | In-App Message | Email Follow-up |
|-------------|-----------|----------------|-----------------|
| Usage limit reached | 80% of limit | "You're approaching your limit" | Day 1, 3, 7 |
| Feature gate hit | On attempt | "Unlock with Pro" | Day 1 |
| Team size growth | 3+ users | "Add your team" | Day 2 |
| Power user behavior | Daily active × 7 | "You're a power user!" | Day 7 |

---

## Part 2: Onboarding Flow Optimization

### 2.1 First-Time User Experience (FTUE)

**Goal:** Get users to "Aha!" moment within first session

**Onboarding Steps:**
1. **Welcome Screen** (30 sec)
   - [ ] Value proposition reminder
   - [ ] Social proof (logos/testimonials)
   - [ ] Clear CTA to start

2. **Account Setup** (1 min)
   - [ ] Minimal fields (email, password)
   - [ ] Social sign-in options
   - [ ] Skip option available

3. **Product Tour** (2 min)
   - [ ] Interactive walkthrough
   - [ ] Focus on 3 key features
   - [ ] Skip option available

4. **Quick Win** (3 min)
   - [ ] Guide to first value creation
   - [ ] Template/sample data available
   - [ ] Celebrate completion

5. **Activation Checklist** (ongoing)
   - [ ] 3-5 key actions
   - [ ] Progress indicator
   - [ ] Rewards/badges

### 2.2 Activation Metrics

| Metric | Definition | Target | Current |
|--------|-----------|--------|---------|
| Time to Value | Time to first meaningful action | <10 min | |
| Activation Rate | % completing key action in 7 days | >40% | |
| Setup Completion | % finishing onboarding | >60% | |
| Feature Adoption | % using 2+ features in week 1 | >50% | |

### 2.3 Email Onboarding Sequence

| Day | Email Subject | Goal | Key CTA |
|-----|--------------|------|---------|
| 0 | Welcome to [Product]! | Set expectations | Complete setup |
| 1 | Quick tip: [Feature] | Drive feature usage | Try it now |
| 3 | You're 67% there! | Complete activation | Finish setup |
| 7 | Success story from [Customer] | Inspire usage | Read story |
| 14 | Advanced tips & tricks | Deepen engagement | Learn more |
| 21 | Upgrade for more power | Convert to paid | See pricing |

---

## Part 3: Growth Loops

### 3.1 Viral Loop Design

**Loop Type:** _____________________ 
(Examples: Collaboration, Content sharing, Network effects)

**Loop Mechanics:**
1. **User creates value** → _____________________
2. **Shares with others** → _____________________
3. **Recipients see value** → _____________________
4. **Sign up to participate** → _____________________
5. **Create their own value** → (loop continues)

**Viral Coefficient Calculation:**
- Invites sent per user: _____
- Conversion rate of invites: _____%
- Viral coefficient (K): _____ (target: >1)

### 3.2 Product-Led SEO

**User-Generated Content:**
- [ ] Public profiles/portfolios
- [ ] Shareable outputs/reports
- [ ] Community content/templates
- [ ] Public workspace/projects

**SEO Landing Pages:**
| Page Type | Example URL | Target Keyword | Monthly Volume |
|-----------|------------|----------------|----------------|
| Use case | /for-[use-case] | | |
| Template | /templates/[template] | | |
| Integration | /integrations/[tool] | | |
| Comparison | /vs/[competitor] | | |

### 3.3 In-Product Growth Mechanics

**Referral Program:**
- Incentive for referrer: _____________________
- Incentive for referee: _____________________
- Sharing mechanisms: Email, Link, Social
- Tracking method: Unique codes, Attribution links

**Collaboration Features:**
- [ ] Invite team members
- [ ] Share workspace/project
- [ ] Comment/mention others
- [ ] Real-time collaboration

---

## Part 4: Conversion Optimization

### 4.1 Free to Paid Conversion

**Conversion Funnel:**
```
Sign-up → Activation → Engagement → Limit Hit → Upgrade
100%   →    40%     →     25%     →    15%    →   3-5%
```

**Optimization Tactics:**
- [ ] Usage-based upgrade prompts
- [ ] Feature discovery tooltips
- [ ] Success milestone celebrations
- [ ] Comparative value messaging
- [ ] Limited-time offers

### 4.2 Pricing Page Optimization

**Page Elements:**
- [ ] Clear value proposition
- [ ] Feature comparison table
- [ ] Pricing calculator
- [ ] FAQs
- [ ] Customer testimonials
- [ ] Security/compliance badges
- [ ] Multiple CTAs

**A/B Test Ideas:**
- Annual vs. monthly default
- Number of pricing tiers
- Highlighting recommended plan
- Free trial vs. freemium positioning
- Urgency/scarcity messaging

### 4.3 Product Qualified Leads (PQLs)

**PQL Scoring Model:**

| Action | Points | Threshold for Sales Outreach |
|--------|--------|------------------------------|
| Completed onboarding | 10 | |
| Daily active user | 5/day | |
| Invited team member | 15 | |
| Hit usage limit | 20 | |
| Viewed pricing page | 10 | |
| Used premium feature (trial) | 25 | |
| **Total Score** | | **>100 = PQL** |

---

## Part 5: Expansion & Retention

### 5.1 Expansion Revenue Playbook

**Natural Expansion Drivers:**
- [ ] Seat-based growth
- [ ] Usage-based growth
- [ ] Feature tier upgrades
- [ ] Add-on products

**Expansion Campaigns:**
| Trigger | Campaign | Channel | Message |
|---------|----------|---------|---------|
| Team growth | Add seats | In-app + Email | "Your team is growing!" |
| Power usage | Upgrade tier | In-app | "Unlock unlimited" |
| Feature discovery | Cross-sell | Email | "You might like..." |
| Annual renewal | Upsell | CSM call | "Based on your usage..." |

### 5.2 Retention Strategies

**Engagement Monitoring:**
- Daily/Weekly/Monthly active users
- Feature adoption rates
- Support ticket trends
- NPS scores by segment

**Churn Prevention:**
| Risk Signal | Intervention | Timing | Owner |
|------------|--------------|---------|-------|
| No login × 7 days | Re-engagement email | Day 8 | Marketing |
| Decreased usage 50% | Check-in call | Immediate | CS |
| Payment failed | Dunning emails | Day 1,3,5,7 | Billing |
| Low feature adoption | Training webinar | Week 2 | CS |

---

## Part 6: Metrics & Analytics

### 6.1 PLG Metrics Dashboard

**Acquisition Metrics:**
- Website → Sign-up rate: _____%
- Sign-up → Activation rate: _____%
- Viral coefficient: _____
- CAC (blended): $_____

**Activation Metrics:**
- Time to value: _____ minutes
- Week 1 retention: _____%
- Feature adoption: _____%
- Onboarding completion: _____%

**Revenue Metrics:**
- Free → Paid conversion: _____%
- MRR growth rate: _____%
- Net revenue retention: _____%
- LTV:CAC ratio: _____:1

### 6.2 Cohort Analysis Template

| Cohort | Month 0 | Month 1 | Month 2 | Month 3 | Month 6 | Month 12 |
|--------|---------|---------|---------|---------|---------|----------|
| Jan 2024 | 100% | % | % | % | % | % |
| Feb 2024 | 100% | % | % | % | % | % |
| Mar 2024 | 100% | % | % | % | % | % |

### 6.3 Product Analytics Setup

**Essential Events to Track:**
- [ ] Sign-up completed
- [ ] Onboarding started/completed
- [ ] Core feature used
- [ ] Value created (define: _____)
- [ ] Team member invited
- [ ] Upgrade clicked
- [ ] Subscription started
- [ ] Churn/cancellation

**Tools Recommended:**
- Product Analytics: Amplitude, Mixpanel, Heap
- Session Recording: FullStory, Hotjar
- A/B Testing: Optimizely, VWO
- Customer Data: Segment, mParticle

---

## Implementation Checklist

### Week 1-2: Foundation
- [ ] Define value metric
- [ ] Design pricing tiers
- [ ] Map user journey
- [ ] Set up analytics

### Week 3-4: Build Core Experience
- [ ] Implement sign-up flow
- [ ] Build onboarding
- [ ] Create upgrade paths
- [ ] Set up email automation

### Week 5-6: Growth Mechanics
- [ ] Add viral features
- [ ] Build referral system
- [ ] Create SEO pages
- [ ] Implement PQL scoring

### Week 7-8: Launch Preparation
- [ ] QA full experience
- [ ] Train support team
- [ ] Prepare launch content
- [ ] Set up monitoring

### Post-Launch: Iterate
- [ ] Monitor funnel metrics
- [ ] A/B test everything
- [ ] Gather user feedback
- [ ] Optimize continuously

---

## Resources

**Benchmarks by Industry:**
- B2B SaaS: 2-5% free→paid conversion
- Developer Tools: 1-3% conversion
- Collaboration: 3-7% conversion
- Design Tools: 2-4% conversion

**Further Reading:**
- "Product-Led Growth" by Wes Bush
- "Hooked" by Nir Eyal
- "Growth Hacker Marketing" by Ryan Holiday
- OpenView Partners PLG resources

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*© 2024 Commercify. Customize this template based on your specific product and market dynamics.*