Product-led growth

Product-led growth is the growth model in which the product itself is the main channel for acquisition, conversion and expansion: users try it free or cheaply, experience the value first-hand and bring others along, after which paid expansion follows. Examples like Slack and Dropbox made the model an ideal in software. It works under conditions: value must be quickly and individually experienceable, the viral loop must live inside usage itself, and the buyer must be the user. Outside those conditions PLG becomes an expensive detour, and even successful PLG companies eventually need brand and sales to grow beyond the early market.

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