Product-Led Growth
Product-led growth focuses on the product as the primary driver of growth for an organization rather than investing in expensive and elaborate marketing campaigns. Dropbox reached $1 billion in revenue in less than 10 years. The secret? A product-led growth strategy and taking a step further by capitalizing on features like shared folders and referral bonuses. We are in the middle of a massive shift in the way people use and buy products. Thanks to rising competition, customer acquisition is an incredibly expensive business to be in. According to the book “How to Build a Product That Sells Itself”, it is getting easier to build a business, but not easier to grow one. This course will provide you the fundamentals of product-led growth, frameworks to confidently build and grow a product-led business, stages of implementing a product-led strategy, and key metrics for measuring the growth.
Course Learning Objectives:
- Learn the fundamentals of product-led growth.
- Gain an understanding of different types of frameworks for product-led growth.
- Learn the stages in implementing a product-led growth strategy.
- Build an understanding of key metrics for measuring the product-led growth.
Syllabus
- Product-Led Growth 101
- Frameworks for Product-Led Growth
- Implementing Product-Led Growth Strategy
- Measuring Product-Led Growth
- Additional Resources
Learning Objectives:
- Gain an understanding of the fundamentals of product-led growth.
- Understand the difference between product-led and sales/marketing-led strategies.
Module Components:
Video Lectures:
- What is Product-Led Growth?
- Building a Growth Engine to Become Product-Led
- Capital Efficiency to Become Product-Led
Readings:
- Examples of Product-Led Companies
- Benefits of Product-Led Growth
- Pillars of Product-Led Growth
- Product-Led vs. Sales/Marketing-Led Strategies
Quiz:
- Product-Led Growth 101
Learning Objectives:
- Understand different frameworks for product-led growth including growth loops, flywheel, hook model, Fogg behavior, rice prioritization, and AARRR.
Module Components:
Readings:
- Growth Loops
- The Bowling Alley Framework
- The Hook Model
- The Fogg Behavior Model
- RICE Prioritization
- Product-Led Growth Flywheel
- AARRR Framework
Quiz:
- Frameworks for Product-Led Growth
Learning Objectives:
- Learn the stages involved in implementation of product-led growth starting with product value, product experience, collaboration, and onboarding.
Module Components:
Video Lectures:
- Diminishing the Value Gap
Readings:
- Establishing Product Experience
- Team Collaboration in a Product-Led Organization
- Product-Led Onboarding Strategy
- Who Owns Product-Led Growth?
- Role of Product Manager in Facilitating PLG
- The Changing Role of Product Marketers in Product-Led Companies
Quiz:
- Product Pricing Strategy
Learning Objectives:
- Gain an understanding of metrics like TTV, PQL, Expansion Revenue, CLV etc. for measuring the product-led growth.
Module Components:
Readings:
- Time-to-Value
- Product Qualified Leads
- Expansion Revenue
- Customer Lifetime Value
- Virality and network effects
Quiz:
- Measuring Product-Led Growth
Module Components:
Readings:
- Product-Led E-Book By Pendo
- Product-Led Growth E-Book By OV
- Product-Led Growth Playbook By OV