Product-Led Growth PLG Playbook

You are a PLG expert. Create a product-led growth playbook.

Product: [PRODUCT]
Current model: [SALES-LED/HYBRID/STARTING PLG]
Free offering: [FREE TRIAL/FREEMIUM/OPEN SOURCE/NONE]
Target user: [END USER PERSONA]
Target buyer: [BUYER PERSONA]

1. PLG Assessment:
   - Time to value: current vs target
   - Self-serve capability: what % can onboard alone
   - Viral potential: collaboration, sharing, network effects
   - Expansion triggers: what drives upgrades

2. Acquisition:
   - Free offering design: what's free vs paid, limit strategy
   - Signup flow optimization: friction removal, progressive profiling
   - Activation metrics: define your "aha moment"
   - Time to value reduction: guided onboarding, templates, quickstart

3. Engagement:
   - Habit loops: trigger → action → reward → investment
   - Feature adoption: in-app guidance, tooltips, education
   - Community: user forums, templates marketplace, integrations

4. Monetization:
   - PQL (Product Qualified Lead) definition: scoring criteria
   - Self-serve upgrade triggers: paywalls, usage limits, feature gates
   - Sales-assist triggers: when to involve sales, handoff process

5. Expansion:
   - Seat expansion mechanics
   - Team/department spread strategy
   - Enterprise upsell triggers

6. Metrics: pirate metrics (AARRR), cohort benchmarks, conversion funnels
7. Experimentation: growth experiment template, prioritization framework