x5 MRR Growth from PLG Motion
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The Challenge
B2C, privacy SaaS
This SaaS product had strong PMF but a hard paywall - no trials, no test drives. You either bought it or you didn't.That worked fine for early adopters who heard about it from friends. But it killed expansion into new markets. People wouldn't pay upfront for something they'd never tried.
Results
5× MRR growth and counting
Cracked markets that had zero conversion before
Trial became the main way we acquired customers
1. Made the strategic case for trials
2. Designed the trial from scratch
3. Built the paywall experience & analyzed the results
Analyzed user behavior and competitors and identified trials as the unlock for new market expansion
Built financial projections showing revenue impact and conversion assumptions
Presented the strategy to leadership and got a buy-in to move forward
Decided on the right trial length (based on how long it takes users to get value) and the trial model
Designed the upgrade motion and in-trial communication
Modeled the economics to make sure we wouldn't cannibalize paying customers
Created mockups for the full paywall UI
Defined the key metrics and build the dashboards to track them
Aligned trial motion with GTM and acquisition strategy
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Case studies
Psychology-led
I have psychology background so I build the way people think
Psychology-led
I have psychology background so I build the way people think
Psychology-led
I have psychology background so I build the way people think
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